Digital Marketing Strategy & Foundational Tactics

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What Are KPIs? | A Complete Guide to Key Performance Indicators

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

What Are Key Performance Indicators (KPIs)? Key Performance Indicators (KPIs) are measurable values that indicate how effectively a business is achieving its strategic and operational goals. They help organizations stay focused, align teams, and track progress toward meaningful outcomes. Whether you’re monitoring website traffic, sales conversion rates, or customer retention, KPIs provide a data-driven way […]

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Customer Lifetime Value | What It Is and Why It Matters

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

What Is Customer Lifetime Value? Customer Lifetime Value (CLV) is the total amount of revenue a business can expect to earn from a single customer throughout their relationship with the brand. Rather than looking at just the value of a one-time sale, CLV takes into account repeat purchases, loyalty, and the long-term profitability of retaining

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Buyer Persona | What It Is and How to Build One (With Real Examples)

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

What Is a Buyer Persona? A buyer persona is a semi-fictional representation of your ideal customer based on data, research, and insights. It helps you understand your customers’ needs, behaviors, and motivations—so you can tailor your messaging, product offerings, and overall marketing strategy. Personas go beyond basic demographics. They capture personal goals, frustrations, decision-making triggers,

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Target Group Selection | How to Identify & Reach the Right Audience

Marketing Strategy, Strategy / Max van Gurp

Introduction: Why Target Group Selection Matters In today’s competitive market, it’s no longer effective to aim your marketing at everyone. Precise target group selection is essential to ensure that your message reaches the right people—those most likely to convert into customers. Defining and selecting the right target audience helps businesses: Optimize marketing spend Improve message

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What Is Net Promoter Score (NPS)? | A Complete Guide for Marketers

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

Introduction: What Is Net Promoter Score (NPS)? The Net Promoter Score, or NPS, is a popular customer loyalty and satisfaction metric used by companies around the world. Developed by Fred Reichheld in 2003, NPS is based on a simple question: “How likely are you to recommend our product or service to a friend or colleague?”

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The Three R’s of Marketing | Reach, Relevance & Relationship Explained

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

The Three R’s of Marketing: Reach, Relevance & Relationship In a world where customer attention is limited and competition is fierce, successful marketing is no longer just about exposure—it’s about meaningful connection. That’s where the Three R’s of Marketing come in: Reach, Relevance, and Relationship. These principles provide a powerful framework to help brands not

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Understanding Internal Organization in marketing – Ivory Tower Structures

Marketing Strategy, Strategy / Max van Gurp

In today’s fast-changing business world, internal organization can make or break a company. While some businesses thrive by integrating departments and focusing on the customer, others suffer from outdated, rigid structures. These are known as Ivory Tower Organizations — traditional, hierarchical models where decision-making is centralized, departments work in silos, and customer needs often come

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Digital banner showing a magnet attracting people from a globe, symbolizing transactional marketing.

What Is Transactional Marketing? | Short-Term Strategy Explained

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

While long-term loyalty and personalized engagement are trending in marketing, many businesses still rely heavily on quick wins and high-volume sales. This is where transactional marketing comes in. Transactional marketing is a short-term, results-driven strategy that focuses on maximizing individual sales rather than building long-lasting customer relationships. It prioritizes volume, conversions, and price-based promotions over

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What Is Relationship Marketing? | Building Long-Term Customer Loyalty

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

In today’s hyper-competitive digital landscape, customer acquisition is no longer enough. Brands that thrive aren’t just chasing clicks or conversions, they’re building relationships. Welcome to relationship marketing: a long-term strategy focused on fostering loyalty, trust, and emotional connection between brands and their customers. But what exactly is relationship marketing? Why does it matter? And how

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Futuristic digital banner with the word Micromarketing in glowing blue text over a global tech background

What Is Micromarketing? | A Complete Guide with Examples & Models

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

In an era of personalization, micromarketing has become one of the most powerful approaches to connect with the right people — not just more people. Unlike mesomarketing (industry level) or macromarketing (society level), micromarketing focuses on the individual. It’s where marketing becomes personal, local, and highly relevant. In this guide, we’ll explore: What micromarketing is

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