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Move over Millennials; there’s a new kid in town – Gen Z. By 2026, this demographic will account for over a quarter of the world’s population and become the largest consumer group globally, with a purchasing power of over $44 billion. As a marketer, understanding the unique characteristics of this generation is crucial in creating […]

As product marketing executives, it’s our job to create products that satisfy a need and drive sales. This is where a well-thought-out product marketing plan comes into play. So, let’s dive into the key components of a product marketing plan and learn how to create a plan that will make our new product a success. […]

In today’s world, data has become an essential asset for businesses. However, collecting data alone is insufficient; it must be analyzed and turned into meaningful insights. This is where predictive analytics comes in.  Predictive analytics is the use of statistical algorithms, machine learning, and data mining techniques to analyze historical data and make predictions about […]

Big data refers to the massive amount of structured and unstructured data generated by various sources in our digital world, such as social media, e-commerce transactions, and mobile devices. This data is characterised by its sheer volume, velocity, and variety, making it difficult to process using traditional methods. “Big data will become the basis for […]

Imagine this: You’re scrolling through your social media feed and come across a product ad that catches your attention. The ad tells a story that speaks to your heart, making you want to learn more about the product and even consider buying it. This is the power of storytelling in product marketing. In today’s crowded […]

A small startup named Gymshark partnered with a group of fitness influencers on Instagram to promote their fitness apparel line. The influencers shared photos and videos of themselves wearing Gymshark clothing with their followers, and the results were nothing short of astounding. Gymshark grew into a multi-million-dollar company in just a few years, largely thanks […]

In September 2022, Kadence partnered with tSurvey, an Indonesian online panel firm, to examine how individuals reacted to digital and non-digital ads. The participants came from 10 big cities in Indonesia, with Jakarta holding the biggest percentage of this study at 44 percent. According to the findings, 45% of the respondents watched ads on their […]

In today’s highly competitive business environment, brands must have a well-informed and effective product marketing strategy. One of the key ways to achieve this is by using data-driven insights to inform decision-making and guide marketing efforts. With the vast amounts of data available, it’s possible to gain a deep understanding of your target audience, track […]

The importance of surveys in market research cannot be understated. Surveys help businesses understand customer needs and preferences, develop new products and potential target markets, and track trends in customer behaviour. Surveys enable companies to make decisions based on hard data rather than speculation or anecdotal information by gathering data from various sources, such as […]

In market research, the collection and use of data raise several ethical considerations, such as obtaining informed consent, protecting the privacy and confidentiality of participants, avoiding deceptive practices, and ensuring data accuracy.  Ethical guidelines, such as the International Chamber of Commerce’s ICC/ESOMAR International Code on Market and Social Research, provide a framework for conducting market […]