Recent Blog Posts

The Evolution of Marketing Media: Why the PERO Model is the Future

Marketing has always been about getting the right message to the right audience at the right time, but as the landscape evolves, the way we think about marketing media has shifted. Traditional models like Paid, Earned, and Owned (PEO) helped marketers streamline their strategies. However, as social media platforms and digital ecosystems have grown in influence, there’s now a need for a more comprehensive model. Enter the PERO model: Paid, Earned, Rented, and Owned media. PERO Marketing Media Type Model with suggested starting point allocation (40% Paid, 30% Earned, 20% Rented, 10% Owned). The History of Marketing Media Types Marketing

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PRIZM Premier: A Marketer’s Guide to the 68 U.S. Consumer Segments

PRIZM® Premier by Claritas is a powerful lifestyle segmentation tool that helps digital marketers understand and target audiences based on demographic, behavioral, and geographic data. It classifies every U.S. household into one of 68 distinct segments, grouped into 14 Social Groups and 11 Lifestage Groups. Why It Matters for Marketers PRIZM Social and Lifestage Groups Social Groups (14) Defined by urbanicity and affluence. Lifestage Groups (11) Defined by age, income, and presence of children. Use the Claritas ZIP Code Look-Up tool to view the lifestage or social group for a given area, along with data on household income, composition, age

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Navigating the Customer Journey: A Framework Comparison Guide

Marketing is most effective when it’s aligned with how people make decisions. That’s where customer journey frameworks come in. These models provide structured ways to understand, design, and optimize interactions across the entire path a customer takes — from awareness to loyalty. In this post, we compare the most popular customer journey marketing frameworks: AIDA, See-Think-Do-Care (STDC), Flywheel, Buyer’s Journey, 5A, Messy Middle, and Feel-Think-Do-Care. Why Compare Customer Journey Frameworks? Different frameworks serve different purposes. Some are better for content planning, others for measurement or product messaging. Understanding the strengths and limitations of each helps marketers select the right model

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Marketing 5 C’s Analysis for Owala Water Bottles

Similar to the Owala SWOT analysis I previously performed, this article evaluates the Owala brand using the Marketing 5 C’s framework—Company, Customer, Collaborators, Competitors, and Context. Often, there were items from the SWOT analysis that could also have been added to the 5 C’s, but those were largely ignored to avoid repetition and redundancy. The Marketing 5 C’s framework provides a comprehensive view of a brand’s internal and external environment, offering actionable insights for growth and strategic positioning. By applying this framework to Owala, we can better understand their strengths, weaknesses, and the opportunities and threats they face in the

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The 5 C’s of Marketing: A Smarter Approach to Situational Analysis

When crafting a marketing strategy, understanding your business environment is critical. Two popular frameworks—SWOT analysis and The 5 C’s of Marketing—help you assess internal and external factors. While SWOT analysis focuses on strengths, weaknesses, opportunities, and threats, the 5 C’s—though not attributed to a single individual—offer a broader, more dynamic perspective. Here, we’ll explore the 5 C’s in detail and compare them to SWOT to highlight their unique value. What Are the 5 C’s of Marketing? The 5 C’s framework provides a comprehensive analysis of five critical areas influencing your marketing strategy: How Do the 5 C’s Compare to SWOT

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How to Use SWOT Analysis for a Winning Marketing Campaign

Once you’ve completed your SWOT analysis, see our Owala SWOT analysis for reference, the next question is, “Now what?” If you’re in marketing, you likely want to turn these insights into a campaign. This is where AI can be a powerful tool—if given the right input. AI isn’t a mind reader; it thrives on detailed data. Our SWOT analysis provides exactly that, making it the perfect foundation for generating impactful campaign ideas. Here’s what we discovered. Possible Campaign Themes This SWOT analysis highlights what sets Owala apart from other water bottle brands. Here are four campaign themes that emphasize these

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