Author: susannah.sulsar
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Not Another “AI Will Change Everything” Post
AI in marketing and advertising is hotly debated and many have written about it, but AI is changing and reshaping the marketing landscape faster than most teams can keep up. From content generation and audience targeting to predictive analytics and creative ideation, nearly every function is under pressure to adopt and adapt. While AI brings Read more
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Where Creative Vibes Meet Real Targets
Developing effective creative requires understanding two distinct audiences: the target audience, who you aim to reach and convert, and the creative audience (or design persona), which influences the tone and style of the work. Both must align to ensure consistency and effectiveness throughout the marketing journey, enhancing the overall strategy. Read more
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Who’s Really Deciding? Rethinking B2B Decision Makers vs. Influencers
A successful B2B strategy requires recognizing that multiple decision makers influence purchasing decisions, not just one. Engaging with various stakeholders, from technical evaluators to shadow influencers, is crucial. Mapping the decision ecosystem and tailoring messaging to each person’s specific concerns can streamline sales processes and enhance campaign effectiveness, fostering alignment in marketing efforts. Read more
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Information Isn’t Insight: How to Turn Data Into Strategy That Works
Marketing teams face confusion amidst abundant data, mistakenly equating information with insight. Information reveals facts, while insights connect data to actionable strategies, revealing motivations and needs. Without insightful interpretation, research remains unutilized. Effective brands harness insights to craft relevant strategies, transforming raw data into compelling narratives for decision-making. Read more
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Unlock Content That Connects: Tie Messaging, Engagement & the Journey Together
This content emphasizes the importance of integrating content strategy, messaging, and engagement across the customer journey. It highlights how a clear customer journey map ensures relevant messaging at each stage, fostering trust and meaningful interactions. Misalignment often leads to ineffective communication, while a cohesive approach improves brand connection and efficiency. Read more
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The Launch Is Just the Beginning: Why Campaigns Need Choreography
Launch day marks the beginning of a marketing campaign, not the end. Successful campaigns require intentional orchestration, timely messaging, and strategic sequencing across channels. Understanding the audience’s journey is essential for adaptable messaging. A smart rollout, rather than a big launch, fosters engagement and optimizes impact throughout the campaign lifecycle. Read more
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Bridging Media and Creative for Campaign Success
Campaigns often fail despite having strong components due to misalignment between media and creative strategies. Effective campaigns need a bridge to connect insights, audience needs, and messaging. The author specializes in translating customer understanding into actionable strategies, ensuring cohesive campaigns that align creative and media efforts for meaningful results. Read more
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The Method Behind the Alchemy: The Magic of Comms Strategy
At Alchemical Insights, we help brands move from information overload to meaningful action. In this post, I share the structured, strategic method behind our work—one that blends behavioral personas, customer journeys, and data-backed frameworks to bring clarity, alignment, and results. It’s not magic. It’s method. Read more
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The Research Isn’t the Strategy: Why Insights Need Interpretation
Research is critical—but it’s not the strategy. In this piece, we explore what happens when insights aren’t interpreted, and why communications strategy is essential for turning data into action. Because insight without direction doesn’t move people. But insight with interpretation? That’s where the magic happens. Read more