davenelsonutah@gmail.com, Author at Marketing with Dave

SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats Explained

The SWOT Framework
The SWOT analysis framework was developed in the 1960s by Albert Humphrey, a business consultant at the Stanford Research Institute (SRI). Initially part of a research project designed to help businesses identify growth and improvement strategies, the SWOT framework evaluates a company’s Strengths, Weaknesses, Opportunities, and Threats. This 2×2 matrix helps businesses assess both internal and external factors that influence success. It is commonly used in strategic planning, project assessments, and competitive analysis to support informed decision-making.

Internal Factors: Strengths and Weaknesses
External Factors: Opportunities and Threats

The Strengths of SWOT
SWOT analysis is valuable because it provides a structured way to assess a company’s current position and strategic possibilities. By understanding both internal and external factors, businesses can leverage their strengths, address weaknesses, seize opportunities, and mitigate threats. This leads to more comprehensive planning and a balanced approach to growth and risk.

The Weaknesses of SWOT
While SWOT is a widely-used tool, it does have limitations:

Subjectivity: SWOT analysis can be subjective, as they typically rely only on employees perspectives and opinions that may vary.
Lack of Prioritization: SWOT doesn’t prioritize factors, so it may not clarify which issues or opportunities are most critical.
Static Snapshot: SWOT captures a moment in time and may not account for rapidly changing market conditions.

SWOT Component Examples
Strengths:

Strong brand reputation
High customer loyalty
Skilled workforce

Weaknesses

Limited digital presence
High operating costs
Outdated technology

Opportunities

Expansion into new markets
Emerging consumer trends (e.g., eco-friendly products)
Partnerships with influencers or other brands

Threats

Increased competition
Regulatory changes
Economic downturns impacting consumer spending

SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats Explained Read More »

Selling the Same Thing Differently: Lessons from Mad Men and Claude Hopkins

Case Study, Paid Advertising

In the first episode of Mad Men, we’re introduced to Don Draper and his advertising team as they tackle a tough challenge for their cigarette client, Lucky Strike. Reader’s Digest has recently published an article warning about the dangers of smoking, and the ad team must find a way to make Lucky Strike stand out in a now scrutinized market. Draper’s solution is simple but effective: he suggests they emphasize that Lucky Strike cigarettes are “toasted,” a term that subtly implies quality and care in production. The twist? Every cigarette brand uses the same process—but no one else has claimed it in their messaging. By being the first to spotlight this common quality, Lucky Strike gains an edge in the consumer’s mind.

This approach echoes Claude Hopkins’ famous campaign for Schlitz beer. At the time, all brewers followed a similar process to ensure purity and quality, but none highlighted it in their advertising. Hopkins recognized the opportunity and crafted a campaign that described Schlitz’s filtration process, showcasing it as a unique commitment to purity. By the time competitors tried to replicate the message, Schlitz had already secured its place as the “pure” beer in consumers’ minds.

Both Mad Men and Claude Hopkins demonstrate the power of the “first claim in advertising” —sometimes, being the first to say something ordinary can make it extraordinary.

Selling the Same Thing Differently: Lessons from Mad Men and Claude Hopkins Read More »

Best FREE Marketing Conferences to Attend

General

Not long ago, attending an industry conference meant being there in person—virtual attendance wasn’t even a consideration. But COVID changed that, accelerating the shift to virtual conferences. It not only pushed us to refine virtual event technology but also proved how valuable and network-driven virtual conferences can be.

What’s even better is the rise of high-quality marketing conferences that are entirely free or offer a freemium option for consuming valuable content.

Here are some of the best free marketing conferences that are worth your time and won’t impact your budget.

Full-Funnel Summit
https://events.goldcast.io/splash/0048b66b-b18e-4ce2-8895-dd45f4cf3302
March 2024
About: Designed for B2B companies with high ACV and a complex sales cycle.
DEMAND CONF
https://demandconf.skale.so/
2024
About: Designed for Heads of Demand Gen, VPs of Marketing, and Heads of Growth in SaaS companies.
Martech
https://martech.org/conference/
Spring: April 2024
Fall: September 2024
About: MarTech is for senior marketing, technology, and digital executives and experts at the intersection of marketing, technology, and customer experience. If you’re looking to connect the dots between technical possibilities and strategic opportunities in the reshaping of modern marketing, this conference is for you.
SMX Advanced
https://searchengineland.com/smx/advanced
June 2024
About: SMX is designed especially for seasoned professionals in the search marketing industry eager to stay a step ahead of the competition. If you’re responsible for organic, paid, social, email, mobile, local, eCommerce… if you regularly work with Google Ads, Google Analytics, Bing, Microsoft, Amazon, WordPress, YouTube, Facebook, Instagram… if you are obsessed with algorithm updates, ad types, generative AI, ROI, and everything in between… this is the event for you.
DEMAND 2024
https://thedemandevent.com/
October 2024
About: Be a part of the #1 learning resource for demand gen marketers.
MeasureSummit
https://measuresummit.com/
October 2024
Well worth the early bird price to have 24/7 access to the recorded sessions About: The Largest Virtual Event Dedicated to Leveraging Measurement, Data, and Analytics for Business Growth.
SMX Next
https://searchengineland.com/smx/next
November 13-14, 2024
About: SMX is designed especially for seasoned professionals in the search marketing industry eager to stay a step ahead of the competition. If you’re responsible for organic, paid, social, email, mobile, local, eCommerce… if you regularly work with Google Ads, Google Analytics, Bing, Microsoft, Amazon, WordPress, YouTube, Facebook, Instagram… if you are obsessed with algorithm updates, ad types, generative AI, ROI, and everything in between… this is the event for you.
Adobe Summit
https://summit.adobe.com/na/
March 18-20, 2025
About: Learn from global innovators across industries, connect with other leaders, and get inspired by new and upcoming developments in generative AI, personalization at scale, and more. If you can’t attend the live event in Las Vegas, join us online from anywhere.
Tableau Conference
https://www.salesforce.com/tableau-conference/
April 15-17, 2025
About: Grab a dashboard and join the DataFam at the industry’s leading analytics conference. If you love data — and you want to discover what’s next for AI.

What am I missing?

Best FREE Marketing Conferences to Attend Read More »

Not This But That

General

There’s a quote I love from Bryan Duncan that says, “If there’s one thing you can count on, things are gonna change.” This rings especially true in marketing and business, where change is constant and often dizzying. Here are a few notes capturing this shift—from what we used to say, or some more humorous versions, to what’s now taking over.

Not work/life balance, but work/life flexibility
Not frankenstack or frankendatastack, but martech stack
Not data swamp, but data lake
Not data driven, but data influenced
Not customer, but client
Not single channel or multi-channel, but omni-channel
Not get started for call to action, but try it
Not account based marketing (ABM), but account based strategy
Not tech debt, but data debt
Not pipe, but pike

Similarly, I have been keeping a list of business jargon that gets said in the office and often these phrases are said incorrectly.

Not nip it in the butt, but nip it in the bud
Not coming down the pipe, but coming down the pike
Not a buttload, but a boatload
Not flush it out, but flesh it out
Not I couldn’t care less, but I could care less
Not cuddle, but coddle
Not escape goat, but scapegoat

What am I missing?

Not This But That Read More »

Author name: davenelsonutah@gmail.com

SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats Explained

Selling the Same Thing Differently: Lessons from Mad Men and Claude Hopkins

Best FREE Marketing Conferences to Attend

Not This But That

LinkedIn 2024 Posts