In Episode 49 of the Luca Ecommerce Leader Series, Bryan Kinghorn sits down with René Spijker, Owner of Spijker & Co, to explore a question that frustrates founders everywhere:

Why do so many businesses spend more on marketing without growing?

More traffic.

More advertising.

More content.

Yet somehow, the results stay the same.

After more than 35 years helping businesses build brands and grow across Europe, René believes the problem usually isn't marketing.

It's strategy.

Bryan and René discuss why so many companies launch websites, campaigns, and SEO initiatives before clearly defining who they're trying to reach, what makes them different, and why customers should choose them. They explore why the highest-performing businesses aren't necessarily the ones with the biggest marketing budgets—but the ones with the clearest message.

The conversation also examines where AI fits into modern marketing. From analysing customer data and improving content creation to supporting strategic decisions, René explains why AI is an incredibly powerful tool—but only when it's built on genuine customer understanding and strong business context.

You'll learn:

• Why strategy should always come before marketing
• The difference between attracting visitors and attracting customers
• Why conversion matters more than traffic
• Building websites that communicate value instead of features
• Defining a clear customer proposition that drives growth
• Using AI to strengthen marketing without losing strategic thinking
• Why context is the key to getting better results from AI
• Measuring success through business outcomes instead of vanity metrics

The Luca Ecommerce Leader Series features conversations with founders and operators building the future of commerce. Each episode explores how AI, technology, and better decision-making help businesses sharpen their strategy, improve customer experiences, and build sustainable growth.

Connect with René Spijker

LinkedIn: https://www.linkedin.com/in/rene-spijker-marketing-branding-webdesign/

Learn more about Spijker & Co

https://spijkerenco.nl

Connect with Luca

YouTube: https://www.youtube.com/@Ask_Luca

LinkedIn: https://www.linkedin.com/company/asklucaai/

Website: https://ask-luca.com/

Instagram: https://www.instagram.com/askluca/

Facebook: https://www.facebook.com/askluca1