Lucas's Blog

The online sweet and baking confectionary Jellis & Jaffas has implemented an effective marketing plan testing the application of the SOSTAC model. Following the SOSTAC framework, the situational analysis integrated with the analysis of the macro and microenvironment was basically the first step of the plan. The primary objectives of the business have been clearly outlined, focusing on satisfying the existing demand to generate profit and market share. As a secondary objective, they included building brand awareness and reputation for service and products, which is essential to capitalise on new customers and establish themselves in the market. The communication objectives were outlined with a focus on visual brand recognition in both printed and digital, but with more emphasis in the digital marketing strategy. The strategy which falls consistently in line with the purposes fixed. But I believe that a better competition analysis could better guide the company to diffe...

Create personas for any business is crucial to deliver relevant content to their audience, it's the "who" we are talking to and with. If we don't understand the wants and the needs of our audience, there is no way we can be successful with our content. Most of the time, we marketers think that our content audiences are the same as our buyers. As an example, I would like to share the challenge that I have in the English Language school where I work. There are many audiences: some are buyers, some are influencers, some are people interested in getting to know the how is the life in Ireland, some are Turkish students who want to study English to pass in their IELTS exam...But there are also some parents who help support and fund the students from South Korea. And there are Brazilians students who preffer go for "work-study" program as a form of financial assistance throught part-time employment while they are studyng English. It means that I have dozens ...

A blog is a great tool for communication and exchange of information and ideas!!! Understanding the role of a blog in the digital marketing strategy is essential to attract free and targeted traffic to a website. A blog is the centre of a company's digital marketing strategy nowadays. Organizations that have a blog are ahead of the competitors as they manage to strengthen their relationship with customers through the information offered!! It's not enough to create a blog and leave it standing!!! It needs to be constantly updated with quality content to attract traffic!! Content is one of the most important concepts of digital marketing, as it helps to create the relevance that a company needs before its consuming public!! Due to the growth of microblogs and other social media, it is possible to predict that blogs will continue to develop, as the dissemination of content will be increasing. Also, new forms of dissemination will emerge with the development of d...