USA
32 East 57th Street, 8th Floor
New York, NY 10022
USA
Phone 646.453.7550
CANADA
250 Wincott Drive,
Toronto, ON M9R 4C8
Canada
Phone 416.815.8000
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Crowded Category? Get Specific In a crowded market, generalists blend in—but specialists stand out. I once advised a boutique firm to keep its professional company name for credibility and scale but embrace the nickname clients already used for them. That small shift made their brand both trustworthy and memorable....
You Don’t Need “Everything”—Just a Sustainable Mix Many business owners believe they need to do everything—social media, email campaigns, ads, and partnerships—to grow. But real growth doesn’t come from doing more. It comes from doing what matters most. You don’t need every marketing tactic. You need a focused mix...
Every great strategy starts with the customer you choose. On a recent call, a women-led commercial real estate firm told us they wanted to grow beyond referrals. Before we touched a line of copy, we defined their Ideal Customer Profiles—plural. One ICP was a master-broker partner. Another was the...
Introduction: Why This Distinction Matters In marketing, two terms are often used interchangeably—but they shouldn’t be. Brand equity and brand awareness are not the same. While both influence how customers perceive your brand, they serve different purposes and drive different results. If you’re trying to build a recognizable and...
By Dave Burnett, Digital Marketing Expert at AOKMarketing.com • Last updated: July 24, 2025 What is total addressable market (TAM)? Key Takeaways: You need to know your total market size before scaling marketing spend. If your current market isn’t fully captured, expanding may reduce ROI. Total addressable market (TAM)...
What Kinds of Businesses Fit Performance‑Based Marketing? By Dave Burnett, Digital Marketing Expert at AOKMarketing.com • Last updated: June 25, 2025 Quick Recap: Which businesses thrive with performance marketing? Ecommerce: Clear sale events support pay‑per‑sale models. Lead generation: You only pay for qualified prospects. Both: Requires defined conversion, accurate...
32 East 57th Street, 8th Floor
New York, NY 10022
USA
Phone 646.453.7550
250 Wincott Drive,
Toronto, ON M9R 4C8
Canada
Phone 416.815.8000