Inward marketing is the practice of growing a business by improving what happens inside it, before spending more on external promotion. It means fixing the product, the customer experience, the retention, and the referral loops before asking marketing to do more heavy lifting. Most companies treat it as a nice-to-have. The ones that get it…
Impressions click-through rate measures the percentage of ad or content impressions that result in a click. The formula is straightforward: clicks divided by impressions, multiplied by 100. What is less straightforward is what that number means for your specific campaign, in your specific market, at your specific stage of growth. CTR is one of the…
Impressions click-through rate measures the percentage of ad or content impressions that result in a click. Divide clicks by impressions, multiply by 100, and you have your CTR. Simple arithmetic. The harder question is what that number is actually telling you, and whether you’re asking it in the right context. CTR is one of the…
Market segmentation is the practice of dividing a broad target market into smaller, more defined groups based on shared characteristics. The four foundational approaches are demographic, geographic, psychographic, and behavioural segmentation. Each works differently, suits different business contexts, and produces different commercial outcomes. Most marketers know these four categories by name. Fewer use them with…
The four basic market segmentation strategies are demographic, geographic, psychographic, and behavioural. Each one divides a broad market into smaller groups based on a different set of characteristics, giving you a cleaner target to aim at and a more relevant message to deliver. Most businesses use a combination of two or three, though which combination…
CPM marketing means paying for every thousand impressions your ad receives, regardless of whether anyone clicks, converts, or even notices it. It is the oldest pricing model in digital advertising, and it remains one of the most misunderstood. Done well, CPM campaigns build brand presence at scale and support demand generation in ways that click-based…
CPM marketing means paying per thousand impressions, not per click or conversion. You buy visibility at scale, and the commercial logic only holds if that visibility is reaching the right people at the right moment in their decision-making process. When it works, it builds the kind of awareness that makes every downstream channel perform better….
Customer satisfaction improves when companies close the gap between what they promise and what they actually deliver. That sounds obvious. Most organisations will tell you they already do it. The evidence, in churn rates and review scores and declining repeat purchase, suggests otherwise. The companies that genuinely get this right do not treat satisfaction as…
Customer satisfaction improves when companies stop treating it as a metric to manage and start treating it as a business outcome to engineer. The companies that do this well don’t just score higher on NPS surveys. They retain more customers, spend less on acquisition, and generate the kind of word-of-mouth that no media budget can…
The 4Ps of marketing, product, price, place, and promotion, are the foundational framework for how a business brings an offer to market. Developed by E. Jerome McCarthy in the 1960s and popularised through Kotler’s work, the model gives marketers a structured way to think about every lever available to them, not just the communications layer…
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