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In marketing, the adoption of AI and analytics is transforming how brands engage customers across digital channels. Marketers are increasingly prioritizing data-driven personalization, predictive lifecycle campaigns, and generative content tools that enhance efficiency without sacrificing relevance. AI agents are becoming part of the marketing tech stack to automate segmentation, content recommendations, and customer journey optimization, […]

Measuring the right things separates guesswork from repeatable growth. For SaaS companies — where revenue is recurring, customer lifetime matters more than one-off purchases, and unit economics determine sustainability — the right metrics tell you whether you’re building a scalable business or just burning cash. This article walks through the essential SaaS marketing metrics, how […]

Cyber threats are evolving faster than ever—and organisations can no longer rely on traditional awareness training to keep their people and data safe. Human behaviour remains the number one risk factor, but it can also become one of the strongest lines of defence—if managed strategically. This webinar introduces a new way forward: Human Risk Management […]

Digital marketers and cybersecurity researchers are sounding the alarm over a sharp rise in online scam advertisements flooding social media and search platforms. Fake e-commerce pages, fraudulent “limited-time” offers, AI-generated influencer endorsements, and investment schemes disguised as paid ads have become common, tricking thousands of users into revealing payment details or purchasing non-existent products. A […]

The B2B marketing landscape is witnessing a major performance upgrade as Account-Based Marketing (ABM) moves from a trend to a mainstream revenue engine. Companies adopting ABM to target high-value accounts are reporting up to 72% faster sales cycles and drastically improved MQL-to-SQL conversion rates. Tools powered by intent data, buyer journey intelligence, hyper-personalized email nurturing, […]

Marketing has shifted from selling products to creating human stories. Today’s customers don’t buy just because a brand exists — they buy because they feel understood. Emotional intelligence has become the driving engine behind viral campaigns, brand loyalty, and long-term customer relationships. Understanding what people desire, fear, hope for, and aspire to is more powerful […]

Marketers often rely on a concept called perceived value to justify selling a simple or low-cost product at a high price. Rather than selling based solely on cost or functionality, they highlight attributes like design, brand identity, exclusivity, convenience, emotional appeal, and social status — effectively shaping how customers feel about the product. In many […]

The biggest marketing challenge today is not visibility but trust. Consumers are constantly exposed to digital ads, promotional emails, and social media campaigns. Yet, only brands that build authentic trust convert consistently and enjoy long-term loyalty. The psychology of trust plays a central role in customer experience and brand perception. Modern consumers are more skeptical […]

Retargeting has quietly carried the ad ecosystem for more than a decade. It’s been the reliable workhorse — converting the “maybe later” into “okay, now” for e-commerce, SaaS trials, B2B downloads and more. But the landscape around it has changed dramatically: privacy rules, platform consolidation, creative fatigue, and attention scarcity mean simply showing the same […]

Marketing has shifted from mass promotion to hyper-personalized engagement powered by real-time data insights. Today’s customers expect brands to understand their needs, preferences, and behavior — and deliver relevant experiences across every touchpoint. Data-driven marketing allows companies to analyze user journeys, purchase history, demographics, browsing patterns, and sentiment signals to tailor offers, messaging, and product […]