Lee-Ann Baugh | Marketing Strategist | Brand Development & Digital Marketing Expert

5 Key Aspects of a Marketing Plan
A marketing plan is an operational document that outlines an advertising strategy that an organization will implement to generate leads and reach its target market. A marketing plan details the outreach and PR campaigns to be undertaken over a period, including how the company will measure the effect of these initiatives. Every business should begin with a well-structured plan… Read More
How Digital Has Revolutionized the Skincare Industry
As the cry for self-care and the interest in natural and clean beauty becomes more popular, skincare has seen rapid growth in the industry, more so than even the makeup industry in recent times. Sales of skin care products in the US grew by 13% in 2018, hitting $5.6 billion, while makeup sales increased just… Read More
How to Use BDI and CDI to Plan Marketing Strategies
Brand Development Index (BDI) and Category Development Index (CDI) are useful tools utilized by marketers to analyze market sales and understand the performance of a brand of category within a specified segment. This data can prove beneficial to marketers when making decisions regarding media distribution and selecting the best markets or regions to disperse heavier media… Read More
Advantages and Disadvantages of Beacon Technology
Beacon Marketing allows companies to engage with customers, uniquely and excitingly. Beacon technology utilizes a small, battery-powered device called a beacon that is installed in various locations. This device utilizes Bluetooth technology to communicate messages between the customer’s device, such as a cellphone and the beacon device. This technology also allows customers to receive a customized… Read More
4 Steps to Executing the Perfect Pitch
As a marketer, you must master the art of the “perfect pitch”. You should be able to infect others with your enthusiasm for your “perfect” plan. In order to get in front of an audience and master this, you must learn and possess these four elements. 1. An attention-grabbing introduction and understanding of your audience.Storytelling is… Read More
15 Digital Marketing Questions with Juan Quintero
This past week, I was able to have a virtual sit down with Juan Quintero, Director of Digital Marketing at Mia Aesthetics. Mia Aesthetics is a plastic surgery clinic with locations in Miami, Austin, Atlanta, Chicago, and Vegas. The brand’s vision is based on the idea that being beautiful and saving money are two realities… Read More
Importance of Consumer-led Storytelling in the Digital Market
Storytelling is one of the most powerful ways to humanize your brand and often called one of the main components of a content marketing approach. As a marketer, you can breathe life into your brand by sharing stories and giving an identity to the products or services. This allows consumers to form a personal connection with… Read More
Importance of Contribution Margin Analysis
Contribution margin analysis is significant because it measures the profitability of each unit sold by the company. The contribution is a net inflow of funds to the company as additional units are sold, which is a quick method to answer questions about how various actions can affect a company’s general profitability. The contribution margin can also help a… Read More
The Element of Music: A Catalyst for Advertising
Sidney Hecker once said, “Music, when used appropriately, is the catalyst of advertising”. A catalyst in terms of marketing is a dramatic event that can move markets. Growing up I know most persons can attest to dropping everything once they heard “I’m working for an hourly wage, I went to high school, didn’t do great. Still, I gotta make… Read More
The Implications of the Internet for Price
The sellers of products do not want customers to know the cost of the products and services. They want consumers to think their rates are warranted. They advertise that their goods and services offer unique advantages and have been able to persuade consumers to pay higher rates for their offerings. Buyers, however, would like to know… Read More
The Importance of Social Listening
Building a reputation on social media is very important to brands in this modern age. Becoming a household name, particularly on social media, is seen as an accomplishment because that means the brand has a high level of brand awareness. However, a brand can have high brand awareness but for all the wrong reasons and so it… Read More
Data Visualization and Storytelling
Data Visualization is the science and art of displaying data in visual form, while data storytelling is the blending of hard data and communication. These methods of presenting data serve the purpose of getting people’s attention and relaying complex information in a simplified format. Data Visualization And Data Storytelling For Consumer Content Our recent generation of consumers… Read More
Brand Loyal To A Fault
NDMA is classified as a probable human carcinogen (a substance that could cause cancer) based on results from laboratory tests. Not long ago, a variety of products containing this substance were voluntarily recalled by the FDA for the levels of NDMA. I was given Zantac at an early age after struggling with acid reflux. From a marketing standpoint I think… Read More
Five Limitations of Tableau
Tableau is a data visualization software meant to help your business team be more efficient by improving your business insights. The system has gained popularity among all its counterparts to increase efficiency and enhance insights in business intelligence and data analytics. It is a powerful tool for visualizing business analytics and portrays results in user-welcoming forms… Read More
4 Ways Marketing Research Can Bring Value to Your Business
Marketing Research is the systematic collection, analysis, and interpretation of data pertaining to the marketing conditions. The best way to make better decisions and avoid mistakes in your business is through market research and analyses of factual data. Here are four ways market research can bring value to your business: 1. Identifying Customer Desires and Wants Market research… Read More
What Types of Research Questions Are Better Suited for Qualitative vs. Quantitative Research?
Qualitative data collects information in a way that describes a topic rather than measures it. This type of research helps the researcher to gather detailed information rather than measurable data. This can prove beneficial in the initial stages of research in order to discover problems or opportunities. A qualitative survey’s purpose is to get more insights… Read More
Optimizing the Customer Journey Through Social Media
In a perfect world, the customer journey would be simple. Hear about a product -> Buy said product. Unfortunately, we do not live in a perfect world, and customers go through a lengthy process before determining whether they should purchase a product. Customers search for reviews, research companies, ask others about their experience, watch YouTube… Read More
Principles of Persuasion: A Look at Dove’s “Real Beauty Campaign”
The brand, Dove, is a brand most if not all are familiar with. In 2004, Dove was seeking a way to revive the brand. Their PR Company, Edelman, conducted a study amongst more than 3,000 women in 10 different countries to learn about women’s interests and priorities. The study revealed that only 2 percent of women considered… Read More
Brand Voice vs. Brand Tone: A Look at Bliss
A company must know and keep consistent the tone and voice they choose to use across platforms and their content. Knowing the difference between the brand’s tone and its voice is also essential to maintain a consistent brand image versus an unorganized one. Brands can distinguish themselves from other companies by establishing a consistent tone… Read More
Selecting a Database: Flat File or Relational
When selecting a database format, companies must first consider its purpose. The decision typically comes down to a combination of access requirements and preferences. There are two general types of databases to be considered which each has its pros and cons, in this post, we will explore their applications and factors to look at when deciding which… Read More
How Pivot Tables Pivot Campaigns
Data is a marketer’s most powerful tool. Companies have a vast amount of data at their fingertips garnered through CRM, advertising, subscription databases, and many other marketing software. If you’re not properly analyzing your marketing data, it’s going to cost you. How do you as a marketer get more value out of this data? Pivot Tables allow… Read More
Converting Data into Actionable Insights
Data refers to unprocessed information, usually in the form of numbers and text. Data is processed into information that is organized in an easier to understand format, such as data visualizations, reports, and dashboards, that provides context. Insights are then generated through the analysis of the information and drawing of conclusions. While there are many… Read More
The Theory of Planned Behavior in Marketing
The Theory of Planned Behavior has been successfully used to predict and explain health behaviors such as substance abuse, breastfeeding, and others. The theory professes that behavioral achievement relies on intention and behavioral control. It classifies three different beliefs; behavioral, normative and control, and six constructs that altogether represent the control a person has over… Read More
Marketing Strategies for Selective Perception
Consumers have varying perceptions, and so they meet their individual needs in different ways. They selectively process the marketing stimuli they come into contact with daily to filter out the stimuli that aren’t important to them. In marketing, selective perception is a divergence from previous marketing strategies. Marketers have come to realize that most of their messages… Read More
The Advantages & Disadvantages of Co-Branding
Co-branding allows companies to unite and achieve specific goals by presenting multiple brands and products to consumers under one marketing strategy. For example, an advertisement may show a customer purchasing a specific brand of shoes but also showcasing the customer using a specific card to make the purchase. There are two commonly recognized forms of co-branding: Ingredient… Read More
Brand Personality and Positioning: A Look at Elemis
A brand’s personality is a set of human traits or characteristics that are attributed to a brand name. The brand personality allows the customer to relate to the brand and allows the brand to establish positive brand equity due to the brand’s consistent and relatable set of characteristics that their target group can enjoy. The brand… Read More
Building Brand Emotions
Emotions are vital factors that drive our daily decision making. Brand Emotions are what the brand wants their audience to feel whenever they come into contact with the brand’s visual displays, fonts, logo, color, or even just the brand name. Before establishing a brand, the brand must define the emotions they would like their audience to feel.… Read More
Why Digital Marketing Is A Critical IMC Effort in The Customer Journey
Integrated Marketing Communication (IMC) is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, social media, etc. through their respective mix of tactics so that all work together as a unified force. Role in the Customer Journey … Read More
How to Achieve Brand Equity in the Luxury Industry
Brand Identity refers to the way the company would like their product or brand to be perceived by the customer and what sets your brand apart from the rest. Brand identity is the voice the brand gives to the product or service. This includes the visual elements customers see, such as the logo, color scheme, and… Read More
Brand Development Strategies within the Luxury Cosmetic Industry
Cosmetic companies have been keener than ever to develop strong branding in recent times, especially in the luxury cosmetic industry. Doing this will help them to increase revenue, enhance brand equity, and strengthen their customer loyalty base. However, with building any brand, there is a challenge, and creating a luxury brand poses an even more… Read More
Corporate Social Responsibility: A Look at Panera Bread
Corporate social responsibility (CSR) is a business model that allows businesses to enact positive change by being socially accountable to themselves, stakeholders, and the general public. Companies build trust with consumers by choosing to do what is right and typically positively affect their bottom line. Consumers feel that they are doing their part, contributing to society… Read More
Keller’s Brand Resonance Pyramid: A Look at Bliss
Keller’s Brand Resonance Pyramid, also known as the Customer-Based Brand Equity Model, is a pyramid that tells us how to understand our customers and implement strategies to build brand equity. By building a strong brand through customer satisfaction, companies know they can achieve significant returns on investment. Therefore, Keller’s Brand Resonance Pyramid benefits companies as… Read More
Four Strategic Ways to Increase Market Share
Market share is an indicator of business success. The market share is the percentage of sales a company controls in the overall market. A company’s market share can be essential in judging how effective the revenue generation plans are, whether initiatives and campaigns are progressing as expected or if adjustments need to be made. Market share… Read More
The Importance of Share of Voice
Share of voice is the measure of the total volume of advertising the brand owns in the market compared to its competitors. This allows the company to gauge its visibility and the level of dominance the brand has in conversations within the industry. The higher the company’s market share, the more popularity it will likely have… Read More
Three Ways Marketers Can Enhance Customer Experience
The encounters and experiences your customer has with your company during the entire customer process, from the first contact to being a satisfied and loyal customer, are characterized by customer experience (CX). CX is an integral aspect of Customer Relationship Management (CRM), and the reason why it is critical is that a customer with a good business… Read More
Three Uses of Census Data in Marketing
The U.S. Census collects data on persons living in the United States and five U.S. territories. This data is crucial to business owners, teachers, lawmakers, and others to provide support, services, and products to each community. The census also determines the number of seats the state will have in the House of Representatives. Each year,… Read More
The Digital Marketing Environment and Demand Analysis
The business environment refers to forces that affect the business’s ability to build or maintain relationships with customers. Marketing activities can be significantly impacted by two levels of the environment, micro, and macro environments. These environmental factors must be given in-depth consideration during the creation of strategic marketing plans to improve the business’s success and the… Read More
Brand Loyalty? Where Can We Get Some of That?
Brand Loyalty is defined as the decision of the consumer to purchase and stick to a specific brand. In the mind of the consumer, this specific brand meets their expectations and they are able to identify with it. This process can be both conscious and unconscious and is based on the consumer’s attitude to the… Read More
Trojan Horse Marketing: Unethical or Ingenious?
When the Trojans saw the huge wooden horse, they perceived it as a gift of some value. Is Trojan horse unethical or genius? Let us delve into this marketing tactic of using a ‘gift’ as a way to get to your prospect’s wallet. How exactly does the Trojan Horse apply to marketing? I will look at… Read More
The Importance of Customer Personas
A customer persona is a depiction of an ideal customer. The customer’s depiction usually includes demographics, behavior, goals, motivations, frustrations, keywords, content ideas, and personal quotes. This helps to define and segment the audience for marketing. A brand must focus on the types of persons that fit their product or service. A brand determines how many personas… Read More
The Power of Data Visualization in Skincare Marketing
Data Visualization (Dataviz) is the science and art of displaying data in visual form. This quadrant comprises of simple and basic charts or graphs translated and summarized from complex data. Dataviz serves the purpose of getting people’s attention and relaying complex information in a simplified format. Dataviz can be used for consumer content. Our recent generation of… Read More
Crisis Management: Marketing During Coronavirus Pandemic
A crisis can really put your business to the test. How you respond to crises will define your business and can affect its brand image, profitability, and leadership holds within the market. Here are 4 ways you can prepare ahead for a crisis to help your business get through prosper in the storm. 1. Plan Ahead and… Read More
How Can You Use Research Data to Help You Become A Marketing Leader?
Marketing Research is the best tool for any company to understand its customers as the data gathered can be used in your marketing strategy, thus driving sales. This research is vital to ascertain what is and is not working within your current business. Through marketing research, you are analyzing the thought and perception of your… Read More
Micro vs. Macro Influencer: Who Is Better for Your Campaign?
Influencer marketing is one of the most popular and effective means of increasing a brand or company’s return on investment. Influencer marketing helps companies with achieving conversions as well as driving high-quality traffic to their pages. However, celebrity influencers are no longer the mainly sought-after influencer avenue as the demand for micro-influencer collaborations has risen. In… Read More
How Your Company Should Be Utilizing Big Data
Businesses overtime collect lots of data on their customers, operations, and strategies. The issue lies in companies not knowing what to do with the data once they have it. A company must be able to read, understand and apply data to maximize on their full potential; otherwise, this data can end up costing your business in the… Read More
Marketing Experiment vs. Marketing Survey | Which Should We Use?
Marketing research is an invaluable tool used in the business world for companies to gain insights on the consumer market and answer specific questions they may have or solve particular issues the company faces. Depending on the type of research and based on the approach of the end in mind, a researcher would use the insights… Read More
Three Reasons Your Company Needs Tableau
Analysts within a business spend the majority of their time preparing data. Analyzing large amounts of data is a tedious task, and so companies leverage tools to uncover essential business metrics. Tableau is a data visualization software meant to help your business team be more efficient by improving your business insights. While there are many data… Read More
The Best User Experience for the Skincare Industry
In order to decide on the aspects of User Experience marketers should focus on we must first understand the difference between a marketer and a UX designer as they do not necessarily share a common goal. The purpose of marketing is ultimately to increase product sales for the product or service which directly feeds into the bottom-line… Read More
3 Social Media Metrics Your Business Should Be Tracking
The goal of most companies is to increase conversions or awareness through social media, to meet this goal, a company may decide to launch a campaign over a period consisting of varying ads and promotions. Social media metrics will allow you to measure how successful your campaign is and the impact you will have on… Read More
Uses of Cluster Analysis in Marketing
Cluster Analysis is a data processing method that organizes responses into segments or clusters based on how closely they are associated. This method finds subject groups that are closely matched, measuring the overall set of characteristics. The cluster analysis method is typically used when there are no assumptions about possible similarities within a data set… Read More
Importance of Market Segmentation
Market segmentation involves the company dividing a large market of potential customers into segments, which will allow the company to target only the individuals who are most likely to become loyal customers of the company or subscribers of their content. Targeting the right market is essential in the success and development of a business. These target… Read More
Top 5 Google Analytics Metrics to Track
So much data is generated in the digital marketing world that is underused by most businesses. Google analytics is one such very important tool as it allows you to measure individual campaigns, compare data, and more. Below are some of the important metrics to track in order to ascertain the success of your website or campaigns. SOURCES… Read More
Marketing Ecosystems and Why Businesses Need Them
Marketers handle complex campaigns and relationships daily. As digital ecosystems expand, marketers have to rethink how to build value and the role they play in building that value. The concept of ecosystems was taken from the natural world and used to describe both unliving and living elements interacting to create balance. The critical component being the interdependence… Read More
Difference Between B2B and B2C Marketing
One would think that because you are still selling a product to a person, business-to-business (B2B) marketing and business-to-consumer (B2C) marketing would be the same; however, they are, in fact, significantly different. In this blog post, we will compare B2B and B2C marketing. It is essential to understand the differences as this will guide your efforts to… Read More
Understanding the Buyer Decision Process: Skincare Industry
How Do You Value Your Skin? A huge part of every marketer or salesperson’s job is to understand how and why our market behaves the way they do and most importantly how to influence an attitude in a certain direction to influence an associated behavior. I am currently in the skincare industry and the company… Read More
Measuring Source of Brand Equity: Qualitative Techniques
“Brand equity is a marketing term that describes a brand’s value. That value is determined by consumer perception of and experiences with the brand. If people think highly of a brand, it has positive brand equity. When a brand consistently under-delivers and disappoints to the point where people recommend that others avoid it, it has negative… Read More
Three Reasons People Unfollow Brands
Social media can be a powerful tool to foster communication between brands and consumers and develop customer loyalty. However, social media can also work to the brand’s detriment when they do not adequately engage with consumers. To know how to achieve success through social media, brands must first understand what causes individuals to unfollow them on social… Read More
Top 3 Benefits of Utilizing Rich Media Ads
“Rich media is a digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.“ Rich media allows the audience to be more involved and engaged with the ad, typically leading to remarkable improvements in click-through rates and conversions when compared… Read More
Three Reasons to Develop a Personal Mission Statement
We have all seen a mission statement at some point—a lot of them, comprising of many meaningless phrases or words put together to impress the reader. Having a personal mission statement reflects positively on your leadership and personal development. It encourages you to think about your life and your purpose to identify what is most important. In… Read More
2 Ways to Improve your Google Ad Rank
Ad Rank is defined by Google as a value used to determine your ad position and whether your ads will show at all. Your ad rank is calculated based on a variety of factors such as bid amount, ad quality, ad relevance, the context of the person’s search and the expected impact of extensions and other… Read More
Integrated Digital and Traditional Communications: A Look at Toyota
Engaging customers is most important in achieving continued sales. It is considered easier to get repeat business from existing customers than it is to get new business from new customers. The company must integrate communications channels continuously throughout the customer lifecycle to establish a relationship. The company must focus on an always-on marketing strategy of… Read More
What Are Quotas and What Do They Mean for Your Surveys?
Restricting the number of people who take your survey helps you get a balanced sample of specific responses and the exact amount of data you need. This method of restricting respondents is quota. A quota limits the number of people who can take your survey to ensure manageability and to ensure that targeted research is aimed… Read More
3 Web Design Best Practices for Conversions
Web design best practices are the key to higher conversions. Visitors know how to judge a good website from a bad one, and if a company’s website is not up to standard, it can leave them feeling frustrated and confused, which you do not want. Here is a list of 3 web design best practices… Read More

Three Reasons to Develop a Personal Mission Statement

October 20, 2020 By LeeAnnB Leave a Comment

We have all seen a mission statement at some point—a lot of them, comprising of many meaningless phrases or words put together to impress the reader. Having a personal mission statement reflects positively on your leadership and personal development. It encourages you to think about your life and your purpose to identify what is most important. In…

Marketing Ecosystems and Why Businesses Need Them

October 11, 2020 By LeeAnnB Leave a Comment

Marketers handle complex campaigns and relationships daily. As digital ecosystems expand, marketers have to rethink how to build value and the role they play in building that value. The concept of ecosystems was taken from the natural world and used to describe both unliving and living elements interacting to create balance. The critical component being the interdependence…

The Theory of Planned Behavior in Marketing

October 4, 2020 By LeeAnnB 1 Comment

The Theory of Planned Behavior has been successfully used to predict and explain health behaviors such as substance abuse, breastfeeding, and others. The theory professes that behavioral achievement relies on intention and behavioral control. It classifies three different beliefs; behavioral, normative and control, and six constructs that altogether represent the control a person has over…

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