Dave McClure's Pirate Metrics: The AARRR Funnel In A Nutshell

Venture capitalist Dave McClure coined the acronym AARRR. This simplified model enables us to understand what metrics and channels to look at at each stage for the users toward becoming customers and referrals of a brand. This is a simple tool for business growth.

Aspect Explanation
Definition Dave McClure’s Pirate Metrics, also known as AARRR Metrics, are a framework for analyzing and optimizing the key stages of a startup’s growth. The acronym AARRR stands for Acquisition, Activation, Retention, Referral, and Revenue. These metrics help startups focus on critical aspects of their business model, from acquiring customers to retaining them and generating revenue. Pirate Metrics are widely used in the startup and SaaS (Software as a Service) industries to evaluate and improve user acquisition and customer journey.
Key Concepts – Acquisition: The first stage involves acquiring users or customers through various channels and marketing efforts.
– Activation: Once acquired, users need to be activated, meaning they perform a desired action (e.g., sign up or use a key feature).
– Retention: Keeping users engaged and returning to the product is crucial for long-term success.
– Referral: Encouraging satisfied users to refer others can drive organic growth.
– Revenue: Ultimately, revenue generation is essential for a sustainable business model.
Characteristics – Metric-Based: Pirate Metrics are inherently metric-focused, emphasizing the measurement of each stage’s performance.
– Sequential: The stages typically follow a sequence, starting with acquisition and ending with revenue generation.
– Customer-Centric: The framework revolves around understanding and optimizing the customer journey.
– Iterative: Startups often iterate and refine strategies at each stage based on metrics and insights.
– Growth-Oriented: Pirate Metrics aim to drive sustainable growth by addressing key stages of the user lifecycle.
Implications – User-Centric Focus: Pirate Metrics shift the focus from product development to user experience and growth.
– Iterative Optimization: Startups continually optimize strategies and tactics based on metric outcomes.
– Customer Satisfaction: Satisfied and engaged customers are more likely to refer others.
– Revenue Sustainability: Generating revenue is essential for long-term viability.
– Organic Growth: Referral-driven growth can reduce acquisition costs.
Advantages – Clear Focus: Pirate Metrics provide a clear framework for growth optimization.
– Data-Driven: Decisions are based on data and metrics, reducing guesswork.
– Scalability: Successful optimization at each stage can lead to scalable growth.
– User Insights: Understanding the customer journey helps improve user experiences.
– Revenue Generation: A focus on revenue ensures business sustainability.
Drawbacks – Simplification: The framework simplifies a complex process and may not capture all nuances.
– Overemphasis on Metrics: Overemphasizing metrics can lead to neglecting qualitative aspects of the customer journey.
– Sequential Thinking: Real-life growth may not always follow a linear sequence.
– Resource Intensive: Gathering and analyzing data at each stage can be resource-intensive.
– Competitive Challenge: Competitors may use similar metrics, making differentiation crucial.
Applications – Startups: Pirate Metrics are particularly relevant to startups seeking rapid growth.
– SaaS Companies: SaaS businesses often use these metrics to optimize user acquisition and retention.
– Marketing: Marketers use Pirate Metrics to evaluate campaign effectiveness.
– Product Development: Insights from these metrics can inform product development decisions.
– Investor Relations: Startups may use Pirate Metrics to communicate growth strategies to investors.

Aspect	Explanation
Definition	Dave McClure’s Pirate Metrics, also known as AARRR Metrics, are a framework for analyzing and optimizing the key stages of a startup’s growth. The acronym AARRR stands for Acquisition, Activation, Retention, Referral, and Revenue. These metrics help startups focus on critical aspects of their business model, from acquiring customers to retaining them and generating revenue. Pirate Metrics are widely used in the startup and SaaS (Software as a Service) industries to evaluate and improve user acquisition and customer journey.
Key Concepts	– Acquisition: The first stage involves acquiring users or customers through various channels and marketing efforts. – Activation: Once acquired, users need to be activated, meaning they perform a desired action (e.g., sign up or use a key feature). – Retention: Keeping users engaged and returning to the product is crucial for long-term success. – Referral: Encouraging satisfied users to refer others can drive organic growth. – Revenue: Ultimately, revenue generation is essential for a sustainable business model.
Characteristics	– Metric-Based: Pirate Metrics are inherently metric-focused, emphasizing the measurement of each stage’s performance. – Sequential: The stages typically follow a sequence, starting with acquisition and ending with revenue generation. – Customer-Centric: The framework revolves around understanding and optimizing the customer journey. – Iterative: Startups often iterate and refine strategies at each stage based on metrics and insights. – Growth-Oriented: Pirate Metrics aim to drive sustainable growth by addressing key stages of the user lifecycle.
Implications	– User-Centric Focus: Pirate Metrics shift the focus from product development to user experience and growth. – Iterative Optimization: Startups continually optimize strategies and tactics based on metric outcomes. – Customer Satisfaction: Satisfied and engaged customers are more likely to refer others. – Revenue Sustainability: Generating revenue is essential for long-term viability. – Organic Growth: Referral-driven growth can reduce acquisition costs.
Advantages	– Clear Focus: Pirate Metrics provide a clear framework for growth optimization. – Data-Driven: Decisions are based on data and metrics, reducing guesswork. – Scalability: Successful optimization at each stage can lead to scalable growth. – User Insights: Understanding the customer journey helps improve user experiences. – Revenue Generation: A focus on revenue ensures business sustainability.
Drawbacks	– Simplification: The framework simplifies a complex process and may not capture all nuances. – Overemphasis on Metrics: Overemphasizing metrics can lead to neglecting qualitative aspects of the customer journey. – Sequential Thinking: Real-life growth may not always follow a linear sequence. – Resource Intensive: Gathering and analyzing data at each stage can be resource-intensive. – Competitive Challenge: Competitors may use similar metrics, making differentiation crucial.
Applications	– Startups: Pirate Metrics are particularly relevant to startups seeking rapid growth. – SaaS Companies: SaaS businesses often use these metrics to optimize user acquisition and retention. – Marketing: Marketers use Pirate Metrics to evaluate campaign effectiveness. – Product Development: Insights from these metrics can inform product development decisions. – Investor Relations: Startups may use Pirate Metrics to communicate growth strategies to investors.

Key Highlights

Pirate Metrics (AARRR Metrics) are a framework for startup growth analysis.
AARRR stands for Acquisition, Activation, Retention, Referral, and Revenue.
Widely used in startup and SaaS industries for evaluating and improving user acquisition and customer journey.
Key Concepts:
- Acquisition: Acquiring users or customers through various marketing channels.
- Activation: Getting users to perform a desired action after acquisition.
- Retention: Keeping users engaged and returning to the product.
- Referral: Encouraging satisfied users to refer others.
- Revenue: Essential for sustainable business growth.
Characteristics:
- Metric-Based: Emphasis on measuring each stage’s performance.
- Sequential: Typically follows a sequence from acquisition to revenue.
- Customer-Centric: Focus on understanding and optimizing the customer journey.
- Iterative: Continuous refinement based on metrics and insights.
- Growth-Oriented: Aimed at sustainable growth.
Implications:
- Shifts focus from product development to user experience and growth.
- Promotes iterative optimization.
- Emphasizes customer satisfaction and revenue generation.
- Encourages organic growth through referrals.
Advantages:
- Provides a clear growth optimization framework.
- Data-driven decision-making reduces guesswork.
- Enables scalable growth with successful optimization.
- Improves user experiences through customer insights.
- Ensures long-term business sustainability with a focus on revenue.
Drawbacks:
- Simplifies a complex process and may oversimplify nuances.
- Overemphasis on metrics can neglect qualitative aspects.
- Real-life growth may not always follow a linear sequence.
- Data gathering and analysis can be resource-intensive.
- Differentiation is crucial in a competitive landscape.
Applications:
- Relevant to startups seeking rapid growth.
- Often used by SaaS companies for user acquisition and retention.
- Utilized by marketers to evaluate campaign effectiveness.
- Informs product development decisions.
- Helps communicate growth strategies to investors in startup settings.

Stages of The AARRR Funnel

AARRR Funnel Stage	Full Name	Description	Key Insights	Examples
Acquisition (A)	Awareness	Attracting potential customers to your product or service	Focus on increasing brand visibility and user traffic.	– Running online ads on social media platforms – Search engine optimization (SEO) – Content marketing to create brand awareness
Activation (A)	Activation	Getting users to have their first positive experience with your product	Emphasize ease of onboarding and initial engagement.	– User-friendly onboarding tutorials – Offering free trials with essential features – Guided product tours and tooltips
Retention (R)	Retention	Encouraging users to return and continue using your product	Provide value, personalization, and ongoing support.	– Sending personalized email reminders – Offering loyalty rewards or discounts – Providing excellent customer support
Revenue (R)	Revenue	Converting active users into paying customers	Offer pricing plans, upgrades, or premium features.	– Tiered pricing options (e.g., freemium to premium) – In-app purchases or upselling – Subscription-based models with premium features
Referral (R)	Referral	Encouraging satisfied customers to refer others	Create referral programs and incentives for advocates.	– Offering referral bonuses or discounts – Encouraging social sharing of achievements – Implementing “Invite a Friend” features

Case Studies

Company	Acquisition	Activation	Retention	Revenue	Referral
Facebook	Uses targeted Ads to attract users to the platform.	Users sign up for an account.	Encourages regular engagement through feeds, likes, etc.	Generates revenue primarily through Ads.	Users refer friends by inviting them to join Facebook.
Amazon	Utilizes SEO to bring in traffic.	Users create accounts and log in.	Retains users with Prime Membership benefits.	Generates revenue from product purchases and Prime fees.	Users refer friends via the “Amazon Prime Referral Program.”
Spotify	Advertisements attract users.	Users sign up for a free or premium account.	Keeps users engaged with curated playlists.	Revenue comes from premium subscriptions.	Users can share playlists and songs, inviting others to Spotify.
Netflix	Offers engaging content to attract viewers.	Users sign up and start watching shows.	Recommends shows to keep users coming back.	Primary revenue source is subscription payments.	Users can refer friends to join Netflix and receive rewards.
Airbnb	Marketing campaigns and partnerships bring in guests.	Guests book accommodations on the platform.	Ensures a great experience to retain hosts and guests.	Revenue comes from booking fees.	Users refer others by inviting them to use Airbnb.
Uber	Marketing and promotions attract riders.	Riders request rides using the app.	Provides a seamless ride experience.	Generates revenue through ride fees.	Users refer friends using referral codes for ride credits.
Dropbox	Uses ads and partnerships to acquire users.	Users sign up and start using Dropbox.	Encourages file sharing and team collaboration.	Revenue comes from premium plans.	Users refer friends to Dropbox, earning extra storage.
LinkedIn	Advertising and outreach bring in professionals.	Users create profiles and connect.	Offers tools for networking and job hunting.	Revenue from premium subscriptions and ads.	Users refer connections and colleagues to join LinkedIn.
Slack	Content marketing and partnerships attract businesses.	Businesses sign up and start collaborating.	Encourages team engagement and communication.	Revenue from paid plans for businesses.	Users refer colleagues to join their Slack workspace.
Pinterest	SEO drives traffic to the platform.	Users create accounts and start pinning.	Keeps users engaged with recommendations.	Revenue generated primarily from ads.	Users can invite friends to join Pinterest.
Twitter	Uses ads and trending topics to attract users.	Users sign up and start tweeting.	Encourages engagement through trends and interactions.	Primary revenue source is advertising.	Users refer others by mentioning them in tweets.
Google	Dominates search engine market share.	Users sign up for Google services.	Keeps users engaged with search results.	Primary revenue source is advertising.	Users refer friends to use Google services and products.
Instagram	Utilizes social media marketing to attract users.	Users create accounts and share photos.	Keeps users engaged with the feed and stories.	Generates revenue through sponsored posts.	Users can tag and mention friends in posts to refer them.
WhatsApp	Marketing efforts attract users to the messaging app.	Users sign up and start messaging.	Provides a secure and reliable messaging experience.	Revenue from business accounts and enterprise solutions.	Users refer friends by inviting them to join WhatsApp.
TikTok	Utilizes ads and trends to draw in users.	Users sign up and create short videos.	Keeps users engaged with viral trends.	Primary revenue source is advertising.	Users can share their favorite TikToks, inviting others to join.
DoorDash	Marketing campaigns promote food delivery services.	Users create accounts and place orders.	Ensures timely and reliable deliveries.	Revenue comes from delivery fees and commissions.	Users refer friends using referral codes for discounts.
PayPal	Online advertising and partnerships attract users.	Users create accounts and link payment methods.	Encourages online transactions and money transfers.	Revenue primarily from transaction fees.	Users can refer friends and earn referral bonuses.
Zoom Video	Marketing efforts promote video conferencing.	Users sign up for video meetings.	Ensures a smooth video conferencing experience.	Revenue from subscription payments.	Users can invite colleagues to join Zoom meetings.
Shopify	SEO and marketing draw in e-commerce businesses.	Businesses sign up and start selling online.	Provides e-commerce tools and support.	Revenue comes from platform fees and commissions.	Users can refer businesses to use Shopify.
Reddit	Content and community attract users to subreddits.	Users create accounts and engage in discussions.	Encourages content sharing and upvoting.	Revenue generated primarily from ads.	Users can share posts and invite others to join subreddits.
Yelp	Online advertising promotes local businesses.	Users leave reviews and ratings.	Provides user-generated content and recommendations.	Revenue primarily from advertising local businesses.	Users can refer friends to review and rate businesses.
Dropbox	Uses ads and partnerships to acquire users.	Users sign up and start using Dropbox.	Encourages file sharing and team collaboration.	Revenue from premium plans.	Users refer friends to Dropbox, earning extra storage.
Snapchat	Social media marketing attracts users to share photos.	Users create accounts and start snapping.	Keeps users engaged with disappearing content.	Revenue generated through sponsored content.	Users can invite friends to join Snapchat with referrals.
eBay	Utilizes SEO and marketing to attract buyers and sellers.	Users sign up and start buying and selling.	Provides a platform for e-commerce.	Revenue primarily from transaction fees.	Users can refer friends using referral links and codes.
Slack	Content marketing and partnerships attract businesses.	Businesses sign up and start collaborating.	Encourages team engagement and communication.	Revenue from paid plans for businesses.	Users refer colleagues to join their Slack workspace.
Pinterest	SEO and content curation attract users to pin interests.	Users create accounts and start pinning.	Keeps users engaged with recommendations.	Revenue generated primarily from ads.	Users can invite friends to join Pinterest.
Reddit	Content and community attract users to subreddits.	Users create accounts and engage in discussions.	Encourages content sharing and upvoting.	Revenue generated primarily from ads.	Users can share posts and invite others to join subreddits.
Twitter	Uses ads and trending topics to attract users.	Users sign up and start tweeting.	Encourages engagement through trends and interactions.	Primary revenue source is advertising.	Users refer others by mentioning them in tweets.

Visual Marketing Glossary

Account-Based Marketing

Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.

Ad-Ops

Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.

AARRR Funnel

Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.

Affinity Marketing

Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Bullseye Framework

The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.

Brand Building

Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Dilution

According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset.

Brand Essence Wheel

The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.

Brand Equity

The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Customer Lifetime Value

One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.

Customer Segmentation

Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.

Developer Marketing

Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.

Digital Marketing Channels

A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Field Marketing

Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.

Funnel Marketing

interaction with a brand until they become a paid customer and beyond. Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898. Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.

Go-To-Market Strategy

A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.

Greenwashing

The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.

Grassroots Marketing

Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Hunger Marketing

Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.

Integrated Communication

Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Myopia

Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.

Marketing Personas

Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Meme Marketing

Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.

Microtargeting

Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.

Multi-Channel Marketing

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Net Promoter Score

The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.

Neuromarketing

Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data. Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.

Newsjacking

Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.

Niche Marketing

A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Push vs. Pull Marketing

We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.

Real-Time Marketing

Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.

Relationship Marketing

Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Reverse Marketing

Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.

Remarketing

Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.

Sensory Marketing

Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.

Services Marketing

Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.

Sustainable Marketing

Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

Word-of-Mouth Marketing

Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.

360 Marketing

360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.

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