How to buy marketing without getting taken. What agencies are actually selling, when in-house beats outsourcing, what a real proposal contains, and the questions that separate a partner from a vendor. Written by an agency, which is either the best or worst reason to trust it, the arguments are checkable either way.
SEO and Google Ads aren’t two versions of the same thing at different prices, they’re two different asset classes: one is rent, one is ownership. Confusing them is how businesses
Google Ads has no price list, because you’re bidding in a live auction that reprices every search. But “it depends” is a lazy answer: the price is driven by five
The funnel didn’t die, it did something more inconvenient: it stopped being a straight line and started leaking in places the old diagram doesn’t show. Compressed at the top by
Ask five providers for a website quote and the numbers span two orders of magnitude — because they are not quotes for the same product. Here’s what actually drives the
The enquiry that arrives at 9:47pm either gets answered by something, or it gets answered by a competitor. WhatsApp is now the world’s number-one business chatbot channel, and conversational automation
An unusual disclosure: this article is an example of the strategy it describes. Content is the highest-compounding marketing asset a business can build, the average top-10 Google result is over
Cost per click on Google is at its highest since 2021 and rising every year. But chasing cheaper keywords is exactly the wrong move. The businesses winning at paid search
Email returns roughly ₦36-42 for every ₦1 spent, no channel comes close. But about one in six marketing emails never reaches an inbox at all, and your dashboard says “sent”
The bought contact list. The pre-ticked box. The pixels that fire before consent. The opt-out that doesn’t stop the messages. Each is ordinary Nigerian marketing, and each breaks a law
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