Marketing isn’t about speaking to everyone. It’s about speaking to the right people, in the right way, at the right time. That’s where Segmentation, Targeting, and Positioning — often abbreviated as STP — come into play. These three steps form the backbone of customer-focused marketing. They help you cut through the noise, stop wasting budget…

Most people who’ve dipped their toes into marketing have heard of the “4Ps”: Product, Price, Place, and Promotion. For decades, these elements have formed the foundation of marketing practice — and with good reason. They’re practical, memorable, and help ensure that all the key areas of marketing are considered when developing a plan. But like…

Ask around and you’ll quickly find that marketing is one of the most misunderstood areas in business. For some, it’s all about advertising. Others think it’s to do with branding, websites, or social media. And yes, those are all important parts of marketing — but they’re just the tip of the iceberg. Marketing is not…