Business goals are the targets that a company aims to achieve, such as increasing profits, expanding into new markets, or improving customer satisfaction. A marketing strategy is a company's plan to achieve its marketing objectives and fulfil its overall business goals. Therefore, a strong alignment between business goals and marketing strategy is essential for a company's success.

Market research is the process where you gather information about your business’ buyer’s personas, target audience, and customers to understand how successful your product would be among these people. When you conduct market research for your organization, it allows you to meet your buyers where they are. This process gives you a better picture of what your buyers need, and how you can better address their unique challenges. Below, we discuss how to effectively conduct market research for your organization.

The past few years has seen us as marketeers witness the tip of a technological iceberg. 

In a world where the word ‘Facebook’ is now as internationally recognised as the ‘Coca-Cola’ and ‘OK’ of yesteryear, we can conclude that social media and with it, social media campaigns, are the order of the day.  Businesses won’t maximise business without an effective social media presence - it is essential to play in today’s extremely competitive business environment and create long-lasting communications to build brand image and trust.