Podcast Neil Wilkins

One Size Does NOT Fit All : “No product or service has ever, or will ever, exist, that serves everyone in equal measure. If you hear a colleague or manager say ‘our product is for everyone’, it’s time to teach them about market segmentation.” Market segmentation is the process of dividing a broad target market into smaller, more manageable segments based on various characteristics like demographics, behaviours, and geographic locations. It allows companies to precisely target their offerings, create more effective marketing campaigns, and maximise resource efficiency. “Understanding the humans within the segment, is critical for true personalisation and customisation in your marketing communications.” To implement or refine your segmentation strategy, begin by identifying key characteristics of your target market. Then, divide your market into segments based on these traits. Next, develop targeted marketing strategies for each segment. Finally, monitor, measure, and adjust your strategies based on performance

How To Become More Commercial "Marketing's job is never done. It's about perpetual motion. We must continue to innovate every day." - Beth Comstock, former CMO at GE (Harvard Business Review, 2018) The importance of continuous innovation in marketing. Why maintaining a dynamic approach is key to successful marketing. Understanding the need for marketing evolution in line with industry and consumer behavior changes. Our journey today: Becoming more commercially-focused marketers. For more webinars like this, visit http://marketingcollege.com/events For more content like this, visit http://neilwilkins.online

GA4 Marketing Masterclass Here are some of the reasons why you should be interested in GA4 as a marketer: GA4 is more privacy-focused. GA4 is designed to be more privacy-focused than Universal Analytics, and it uses machine learning to fill in the gaps in data that is not available due to privacy restrictions. This means that you can still get valuable insights from your data, even if you are unable to collect all of the data that you would like. GA4 is more cross-platform. GA4 is more cross-platform than Universal Analytics, and it can collect data from a variety of sources, including websites, apps, and even offline transactions. This means that you can get a more complete picture of your customers' behavior, regardless of how they interact with your brand. GA4 is more predictive. GA4 is more predictive than Universal Analytics, and it can use machine learning to predict future behavior. This means that you can use GA4 to identify trends and opportunities that you may not have been able to see befor

Neil Wilkins discusses all things YouTube video, with King of Video, Matt Hughes. Matt shares a host of YouTube video secrets in this fascinating conversation, designed to bring value to marketers, business owners and entrepreneurs. For more details about Matt Hughes and to register to be part of his community, visit http://kingofvideo.co.uk and his YouTube Channel https://www.youtube.com/c/realkingofvideo For more conversations and interviews like this, visit http://neilwilkins.online

Neil Wilkins talks to Possible campaign manager Hannah Bland about Climate Perks, an innovative initiative designed to help businesses and travellers, consider traveling more responsibly. For more details, visit Climate Perks http://climateperks.com For more interviews like this, visit Neil Wilkins Online http://neilwilkins.online

"Always start with a comprehensive plan. Know your goals, target audience, and metrics before diving into content creation." Micro-Moments Matter In today's digital era, decision-making happens in micro-moments. These are instances when users turn to a device to learn something, do something, discover something, watch something, or buy something. As a content marketer, understanding and capitalising on these moments can set your campaign apart. Augmented Reality (AR) & Virtual Reality (VR) AR and VR technologies can take your content marketing to the next level. They provide immersive experiences, leading to deeper engagement. For example, IKEA's AR app allows customers to see how furniture would look in their homes before making a purchase. Voice Search Optimization With the rise of smart speakers and voice assistants, optimising content for voice search is becoming increasingly important. This includes using more conversational language and long-tail keywords, as voice searches are t

Neil Wilkins talks to Shane Minett, Safeguarding Lead at Cambridge Marketing College. Cambridge Marketing College has a Safe & Well Team, part of its duty of care to staff, colleagues, students and apprentices. Personal wellbeing is essential to aid navigation of challenges and work, in studies and at home. Having a safe harbour for those sensitive conversations and someone to listen and potentially signpost to supporting services, is all part of the role of a Safe & Well Team. Find out how Cambridge Marketing College supports wellbeing, by watching this important webinar. For more details, visit http://marketingcollege.com

Category Management: A Comprehensive Tool for Prioritisation, Targeting, Growth, and Big Data Analysis What is Category Management? "Category Management is essentially a strategy that manages product categories as separate business units with an aim to produce better results by focusing on consumer value." (Source: Nielsen, "Fundamentals of Category Management", 2018) Brief history and evolution of Category Management. "The birth of Category Management can be traced back to the 1980s. It was conceived as a response to the shifting focus from brand-centric strategies to an emphasis on categories as strategic business units. This concept further evolved to encompass not just products, but a holistic approach to delivering value based on market trends, shopper behaviour, and data analysis." (Source: Progressive Grocer, "The Evolution of Category Management", 2016) The role of Category Management in Marketing. "Category Management holds a pivotal role in marketing.

Neil Wilkins talks to strategist, author and TEDx speaker, Simon Severino, founder and CEO of Strategy Sprints.Neil and Simon discuss: How to shorten the path to wow; The 3 CEO habits; How to double sales in sprints; Tactics to maximize the ROL, Return on Luck For more details and to connect with Simon, visit http://strategysprints.com and for more content like this, visit http://neilwilkins.online

Neil Wilkins and Nigel Clark, hosts of Cambridge Marketing College's "Understanding and Communicating Climate Change and Sustainability" virtual day course, discuss carbon literacy for marketers. Neil and Nigel share their understanding of the challenges, issues and opportunities marketers perceive as they take steps towards marketing sustainability. They also discuss the relevance and importance of marketers having carbon literacy training and certification. This is all part of this exciting and essential skills course, through one of the world's leading marketing colleges. Course dates include 12 July 2023, 21 September 2023, 11 October 2023 and numbers are limited to ensure intimate discussions on these topics are possible. For full details and to enrol on the course, visit Cambridge Marketing College at http://marketingcollege.com/events

Neil Wilkins talks to Bryan Charter about SuSy, a brand new app that allows homeowners to investigate how they can make their home more sustainable. This innovative new service puts homeowners in touch with qualified tradespeople and even the funding available to realise savings and control in their journey to a more sustainable carbon footprint in their home. To try SuSy for yourself, visit your App Store or http://susy.house for more details. For more interviews like this, visit http://mindfulcollective.net and http://neilwilkins.online

Do you get confused about these terms and sometimes use them interchangeably? Well here's the breakdown, definitions and step-by-step guide to getting most value for your business from metrics, analysis, insights and evaluation... or as Neil Wilkins describes it, mining for marketing gold. For more webinars like this visit http://marketingcollege.com/events and for more content like this visit http://neilwilkins.online

We live in times of chaos, change and uncertainty. For many of us this results in feelings of stress, which can affect our physical, mental and emotional wellbeing. In this webinar, Neil Wilkins delves into the concept of stress: What is is; how it can manifest; the impacts it may have; and importantly, what you can do to manage it. Stress at work and in our personal lives can have a fundamental impact on our health, performance and behaviours, so it’s vital to maintain a positive, balanced and healthy lifestyle. Let's understand how to manage stress. For more content like this, visit Neil Wilkins Online http://neilwilkins.online This webinar is part of Cambridge Marketing College's fortnightly series http://marketingcollege.com/events

Neil Wilkins talks about the history and future of marketing, based on his model that uses Kondratiev's Cycles to showcase how marketing has arrived where it is today. Neil argues that many of the models and approaches we are currently using are already outdated and that a focus on marketing sustainability and wellbeing, rather than simply encouraging commercial consumption, are the way forward. Neil invites challenge, comments and collaborative working. Contact him on socials @neilwilkinsx For more content like this, visit Neil Wilkins Online http://neilwilkins.online

Neil Wilkins in conversation with Dan Proctor about the Green Loan Scheme and Future Leap Finance, helping sustainable businesses finance their eco initiatives. For more details about Future Leap Finance, visit https://futureleap.co.uk/finance/ and for membership enquiries and benefits, visit https://futureleap.co.uk/network/ For more content like this, visit Neil Wilkins Online http://neilwilkins.online and The Mindful Collective http://mindfulcollective.net

Webinar - Understanding Customer Relationship Management (CRM) “Did you know your employees switch apps and interfaces more than 1,100 times a day? That’s hours of clicking between programs, dividing their attention, and copying and pasting information that might get compromised along the way.” Zendesk.co.uk “Customer relationship management (CRM) is a technology for managing all your company's relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.” salesforce.com Key components of CRM systems: 1. Workflow Automation - rules that trigger actions based on specific inputs
 2. 3rd Party Integration - linking with Sage, Dropbox, Outlook etc.
 3. Customer Service - integration of all customer contact from marketing to sales 
4. Employee Tracking - cross-referencing and reporting of staff inputs and performance
 5. Marketing Integration -

Neil Wilkins discusses the differences between types of influencers: Nano vs. Micro vs. Macro vs. Mega and the 6 roles that influencers commonly take on in marketing: Brand Ambassadors: Influencers serve as brand ambassadors, endorsing products or services and sharing their experiences with their followers. They help in raising brand awareness, building brand identity, and generating a positive brand image. Content Creators: Influencers are skilled at creating engaging content, whether it's through blogs, videos, or social media posts. By collaborating with brands, they produce authentic and creative content that appeals to their audience, showcasing the brand in a positive light. Opinion Leaders: Influencers often have expertise or credibility in their niche, which makes them opinion leaders. They can sway consumer opinions and help build trust in a brand, making them valuable assets for businesses seeking to establish a positive reputation. Social Media Strategists: With their deep understanding of soci

Neil Wilkins talks to Creative Briefs guru Howard Ibach about the essential nature of writing compelling and accurate creative briefs. Despite being an integral part of effective marketing, communications and sales, creative briefs are often one of the most overlooked and undervalued stages in the comms process. Howard uncovers the reasons behind this and explains what we can all do to start benefitting fully from clear, concise and inspiring creative briefs. For more details about Howard Ibach's work, courses and books, visit https://creativebriefworkshops.com/meet-howard/ Howard is also co-host of The Brief Bros. podcast For more interviews like this, visit http://neilwilkins.online

Webinar Working Across Multi-Discipline Teams“Talent wins games, but teamwork and intelligence win championships.” Michael Jordan “A cross-functional team, also known as a multidisciplinary team or interdisciplinary team, is a group of people with different functional expertise working toward a common goal. It may include people from finance, marketing, operations, and human resources departments.” Wikipedia “… could include a doctor, a social worker, a physiotherapist, and/or staff from local authority, housing and voluntary organisations. These professionals can work together to deliver person centred and coordinated care and sup-port for the person with care needs.” Social Care Institute for Excellence “Working with a multidisciplinary team allows you to treat the entire patient and provide comprehensive care. With each physician focused on a different aspect of the patient's health, providers are more likely to identify areas of need, and subsequently manage those needs in an effective way.” gethealth

Neil Wilkins presents this AI Content and Image Briefing for Marketers? The hot topic of AI in marketing, the ups and the downs and what to watch out for, as there are some potential pitfalls if you aren't careful, as well as huge upsides if you get creative. For more content like this visit Neil Wilkins Online http://neilwilkins.online