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Articles on Marketing
Marketing is a field in which an awful lot of people have heard the bell ring, but no one really knows where the clapper hangs. In our articles, we try to make scientifically proven marketing methods understandable and usable for SME entrepreneurs.
This allows them to make better commercial decisions and therefore grow faster.
Sunk cost fallacy: meaning, examples and explanations
Why do entrepreneurs continue to invest in campaigns that are structurally underperforming? Why do teams continue to work on projects when everyone feels the momentum is gone? And why is quitting often harder than...
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Google E-E-A-T: improve meaning & SEO
Search engine optimization has changed fundamentally in recent years. Whereas SEO was long about keywords, links and technology, today the emphasis is increasingly on quality and reliability. Google does not want...
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Cognitive bias: meaning, explanation and types of biases
People make thousands of decisions every day, often faster than they realize. In doing so, our brain uses mental shortcuts. Heuristics that help us act quickly, but that also make systematic thinking errors...
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SEO & UX (user experience) design
The days when SEO was all about keywords have been over for a while. Google rates websites on their actual user experience. Since updates such as Core Web Vitals, Page Experience and the...
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Category Entry Points (CEPs): meaning & use in marketing
Imagine this: a potential customer has a problem, need or desire. Thirsty on a hot day, leakage after a storm, or a CFO who needs to reduce costs. In that...
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Availability heuristic / bias: meaning & marketing
Why do some trends suddenly seem to be everywhere and others quietly disappear from view? Why do we overestimate risks that are much talked about, but ignore structural opportunities that are less...
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ChatGPT in marketing: faster growth & more focus
Marketing only pays off when actions are scalable, measurable and repeatable. ChatGPT makes that possible by accelerating the three most time-consuming parts of marketing: ideation, production and optimization.
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Endowment effect (endowment effect): meaning & marketing
Those who understand this psychological mechanism not only gain a better understanding of their own decision-making, but also that of customers, investors and employees. After all, the endowment effect touches everything that...
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AIO / AEO / GEO for entrepreneurs: this is how you will be chosen by AI
AI-driven search results are turning online marketing ground rules upside down: increasingly, users are getting a direct response, and only then linking to websites. Those who want to stand out not only optimize for...
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Mimesis: meaning, working & application in (online) marketing
Why do successful companies so often look alike? Whether it's streaming services following Netflix, smartphone manufacturers imitating Apple's designs, or Dutch webshop entrepreneurs who have the one design...
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