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illustration of computer and calendar with #asklatana
illustration of computer and calendar with #asklatana

Content marketing can mean different things to different people, but in order to constructively discuss its benefits and importance, let’s agree on the following definition.

According to the Content Marketing Institute:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract, acquire, and engage a clearly defined and understood target audience — to drive profitable customer action.”

With this definition in mind, it’s clear that you need to create content that reflects your marketing goals and is customized to help further customers along your sales funnel.

For example, customers new to…


illustration of pads, underwear, birth control, and tampons
illustration of pads, underwear, birth control, and tampons

A 2021 study conducted by Thinxs Inc. found that 76% of teenage students in the US are “taught more about the biology of frogs than the human female body at school.”

Let that sink in for a moment…

Another study found that 76% of teenagers in the US feel that there’s a negative association that periods are “gross and unsanitary” and another 65% say society teaches people to be ashamed of their periods.

Stats like these are discouraging, to say the very least. …


illustration of a man with a megaphone
illustration of a man with a megaphone

What’s your top goal as a brand manager? Growing brand awareness? Increasing brand usage? Maintaining a positive brand image?

While all of these goals are excellent, there’s one additional goal — the final level in a typical brand funnel — that many people don’t talk about: brand advocacy.

As it’s a bit tricky to come by, not many brand managers see it as a top-tier goal. However, when 90% of consumers report that word-of-mouth recommendation is the leading influence in their purchase decision, we think you might want to reconsider.

But what is brand advocacy, exactly? And how will it…


cover image with wolt logo and a rider on a bike
cover image with wolt logo and a rider on a bike

The list of so-called “super apps” seems to be on the rise lately. What once was a rarity — a platform that aimed to meet all your delivery needs — is now a common goal for brands all over the world.

Wolt, the Nordic online ordering and delivery service, is a perfect example of an app that started out offering one service and has since expanded to multiple other verticals.

Founded in 2014, Wolt is headquartered in Helsinki, Finland and run by CEO Miki Kuusi — formerly of Slush. While its original business model focused primarily on the restaurant delivery…


two speech bubbles with tool names
two speech bubbles with tool names

To be successful in marketing, companies need to rely on appropriate tools to support them in their daily work and activities.

However, as these tools are often designed for large companies and are, therefore, quite expensive, small to medium-sized companies are often faced with the challenge of how they can afford such enormous costs.

Well, we have good news for you: There are great, free marketing tools with which you can control and organize your marketing activities — all without overburdening your finance department.

We’ve put together an overview of our favorite tools, most of which are free (at least…


Shoppers with bags and carts
Shoppers with bags and carts

Does it ever feel like too much focus is placed on customer quantity and not enough on quality?

Think about it: What’s the point of having thousands of low-quality customers who make one purchase and churn? You’re wasting time, money, and resources — which is why you need to be tracking your CLV.

Customer Lifetime Value, or CLV, is the “total amount of money a customer is expected to spend in your business, or on your products, during their lifetime.” Keeping this definition in mind, it follows that some customers will be more profitable than others.

While CLV is only…


cover image with two men bumping elbows
cover image with two men bumping elbows

It began with the sympathetic, sentimental commercials.

But there’s only so many times you can hear “we’re in this together” until it loses all meaning.

Now, in the second year of the pandemic, things are different. Customers have moved on, and so have brands.

During 2020, we saw seismic shifts in how brands operate and communicate. Changes in marketing were extensive: all the way from comms and advertizing to retail channels to customer interaction and more. Some companies made small operating tweaks, while others pivoted their entire business model.

As we’ve ridden the second year of the pandemic, we’ve got…


illustration of two people standing back to back
illustration of two people standing back to back

It’s a well-known fact that marketing managers have a lot on their plates. So, we understand why the thought of adding brand tracking to their current workload might be cause for a collective sigh of frustration…

But hear us out — while tracking your brand performance might feel like just another bullet point on your daily to-do list, it’s one where the benefits far outweigh the costs.

One such advantage of brand tracking? Discovering and examining your brand’s current position within your market — which will allow you to see how you stack up against the competition.

Another common issue…


Illustration of a phone with a hand and megaphone
Illustration of a phone with a hand and megaphone

At this point in time, we’re fairly confident that most everyone understands why marketing is important for businesses to succeed. After all, you can offer a truly fantastic product or service, but if you don’t get the word out, how can you expect to grow?

However — believe it or not — the concept of “brand marketing” is still met with some resistance and skepticism. Many consider spending time and money promoting your brand a bit of a waste and prefer to stick to straight product marketing.

But in the age of social media and the internet, your brand is…


Low on groceries and need some delivered? Want to book a ride to the airport for you and your family? Looking for affordable, everyday insurance?

Well, if you live in Southeast Asia, you’ll be happy to hear that all of those issues (and many, many more) can be solved with one app: Grab.

Founded back in 2011 by two Harvard Business School students, Grab was originally a simple taxi booking app. …

Latana

Latana. AI-powered brand tracking helping brands make better marketing decisions via world-class, scalable insights. https://latana.com/

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