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Marketing Strategy

From Choices to Measurable Growth

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author
Tim van Es
Brand Manager & Brand Strategist

Three situations we encounter every week.

Why an online marketing strategy?

  • The plan gets buried in a drawer

    No one reads a 40-page strategy twice. We present the key decisions on a single page—target audience, value proposition, channels, and metrics—so your team can get started right away on Monday.

  • Budget allocated based on gut feeling

    Whoever argues the loudest gets the money. In 22 years of client experience, we’ve seen that those are rarely the channels that deliver the most results. With us, every channel is assigned an expected contribution before budget is allocated to it.

  • Everyone means something different by “growth”

    Sales wants leads, management wants profit margins, and marketing wants brand awareness. This results in campaigns that pull in three different directions. That’s why we start with a single goal tree that accommodates all three.

An online marketing strategy as a blueprint

You have ambition, a budget, and a team that’s ready to go. Yet the question remains: which market should you target first, with what message, and through which channel? Without those choices, marketing becomes a series of disconnected actions that don’t reinforce each other.

For us, an online marketing strategy is the blueprint for your growth engine. Which growth lever you flip: more customers, more frequent purchases, or higher spending. Which target audience fits that strategy, which promise works, and which channel delivers on that promise the fastest.

You’ll work with Tim, our strategist. He’ll develop the strategy together with you and your marketing team, identify the underlying assumptions, and set the goals in a dashboard you can access. That way, you stay in control of the direction, even as the market shifts.

  • 22+ years of experience
  • 9,3 customer satisfaction
  • 55+ Kiwi specialists

What does an online marketing strategy entail?

We start with your business goal and work backward: market, target audiences, competition, and your current position. From there, we define the value proposition, the channel mix, and the quarterly phasing. Every decision is accompanied by an assumption, an expected contribution, and a metric. This way, the plan can later be evaluated based on its actual results, not just on how it sounded.

From marketing strategy to campaigns that deliver

A strategy that isn’t put into practice remains just a document. That’s why we continue the process by developing a campaign concept, channel planning, and a dashboard with KPIs for each channel. During the monthly meeting, we compare the assumptions with the actual figures and make adjustments together. The specialists who run the campaigns are right there at the same table, so nothing gets lost in translation.

The same course, executed by the specialists behind it.

Implementing the marketing strategy across channels

A strategy is only valuable if it’s executed. The campaign concept gets the message across, brand building ensures future demand, and data shows whether the assumptions hold true. We handle all three within the same team.

From market insights to a driving force that keeps going.

This is how we build your marketing strategy

  • 1. Baseline Assessment and Market Overview

    We assess where you stand right now: performance by channel, your market position, what the competition is doing, and which data is reliable. You’ll receive this overview unfiltered.

  • 2. Target Audience and Value Proposition

    We identify who makes the decisions, where that person looks for information, and what convinces them. From there, we develop a value proposition that you can actually deliver on.

  • 3. Channel Mix and Budget

    We select the channels, define the role of each channel, and allocate the budget. You’ll know exactly what each euro is used for.

  • 4. Planning and dashboard

    Everything is incorporated into a quarterly plan with assigned owners and a dashboard that you can access yourself. You’ll know where we stand without even having to ask.

  • 5. Adjusting Based on Metrics

    Every month, we review how our assumptions are holding up, eliminate what isn’t working, and scale up what is. The engine gets stronger every quarter.

Three brands, three different growth challenges.

Results with a marketing strategy

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    From brand strategy to Shopify online store

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Tools to Support Your Marketing Strategy

Conversational AI and content creation that makes an impact for your brand
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Schedule a strategy session

We’ll review your market, your numbers, and your goals. You’ll learn where we see the first opportunity for growth and what it will take. It takes just one hour and comes with no obligation.

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Meet the team

Tim van Es
Brand Manager & Brand Strategist
Reinoud Wolff
Chief Commercial Officer
Meet the entire team Meet the entire team

How much does an online marketing strategy cost?

That depends on the size of your market, the number of target audiences, and how much groundwork has already been laid. A single market with a clear customer profile requires a different approach than three segments where the data is still scattered.

What you’ll always get: a dedicated point of contact, options backed by sound assumptions, a dashboard you can access yourself, and a monthly meeting where we make adjustments together. If something doesn’t go as planned, we’ll let you know and provide a proposal.

Want to know where your growth opportunities lie? Schedule a strategy session, and we’ll walk you through the first opportunity in concrete terms.

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Frequently Asked Questions About Marketing Strategy

01/ What Does an Online Marketing Strategy Include?

The market and your position within it, the target audiences that yield the best results, the value proposition you use to convince them, the channel mix with budget allocation, and a quarterly phased plan. Each decision includes the underlying assumption and a metric for measurement, so you can assess its effectiveness later.

02/ What is the difference between a marketing strategy and a marketing plan?

The strategy determines the choices: which market, which target audience, which value proposition, and which channels. The plan determines the execution: who does what, when, and with what budget. We deliver them in that order, because a plan without well-founded choices is just a schedule.

03/ How long does it take to develop a marketing strategy?

On average, four to six weeks, depending on the number of target audiences and the quality of your data. If there’s no reliable picture of your current performance, we’ll fix that first. A strategy based on inaccurate figures will end up costing more time later than it saves now.

04/ How much does an online marketing strategy cost?

That depends on the size of your market, the number of target audiences, and what’s already in place. Every partnership is tailored to your needs, so we’ll only provide a proposal after an initial consultation. During the strategy session, we’ll discuss where we see the first opportunity for growth and what that will entail.

05/ As an SME, do I need a marketing strategy?

That’s exactly why. With a smaller budget, the cost of making the wrong choice is relatively higher. For SMEs and e-commerce, we keep the strategy concise: a well-defined target audience, two or three channels, and a quarterly plan that you can execute with your own team.

06/ Can you also help with the implementation?

Absolutely. From campaign development to dashboards and optimization, we’ll help you every step of the way—from planning to performance.