Can Blockchain Technology Solve the Food Chain Crisis?

At blockchain-themed events around the world, bold promises are being made about the ability of blockchain technology to solve the problem of food traceability and supply chains in general. But how realistic is that prospect? Is blockchain really the right tool for supply chain management and traceability? What will happen if deploy it broadly? IncidentsContinue reading “Can Blockchain Technology Solve the Food Chain Crisis?”

Don’t Build Your House on Rented Land: 6 Basic Content Marketing Rules

I have discussed content marketing in depth on this blog. There is no better way to attract, convert, and retain customers. Advertising disrupts and annoys, and younger generations are completely impervious to it. Whether you like the term or not, it is the future and the only form of good marketing. Yet, again and again,Continue reading “Don’t Build Your House on Rented Land: 6 Basic Content Marketing Rules”

The Bounce Rate: When It Matters, and When it Doesn’t

Bounce rate (sometimes confused with exit rate) is an Internet marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and then leave (“bounce“) rather than continuing on to view other pages within the same site. Whether you are using ads or inbound marketing strategies, the bounce rate tells you aContinue reading “The Bounce Rate: When It Matters, and When it Doesn’t”

The Right Role for Marketing

Marketers – especially those working in agencies for a variety of clients – tend to have a firm grasp of the terminology of marketing, the lingo, the concepts, and therefore claim to understand what exactly marketing is. But from a corporate perspective, the answer is far from clear. What is marketing? Marketing can be done large-scaleContinue reading “The Right Role for Marketing”

Busy Like a Bee: 3 Simple Ways to Improve Conversion Rates

Not a week goes by that I don’t get a call from an online business asking why their sales are going down, why their site isn’t taking off, why nobody is subscribing to their product demo, what they could do to improve online sales, and so forth. Sometimes the flaws are obvious, but more oftenContinue reading “Busy Like a Bee: 3 Simple Ways to Improve Conversion Rates”

The Importance of Customer Feedback and What to Do With It

Getting feedback is the right thing to do, everybody can agree on that. At every workshop I have ever conducted, 100% of participants agreed that customer feedback is essential. In reality, though, very few companies solicit feedback, and even fewer actually use it. The feedback you don’t listen to isn’t feedback, it’s a wasted opportunity.Continue reading “The Importance of Customer Feedback and What to Do With It”

Why You Should Always Put Your Retail Strategy First

Parts of the world, especially in Asia, are in a startup frenzy. Not a week goes by without a new startup looking for branding and marketing advice. Because this is Asia, which has a long history of making things and the most brilliant engineers in the world, most of these startups make hardware. Established companiesContinue reading “Why You Should Always Put Your Retail Strategy First”

Is Digital Advertising the Biggest Fraud in History?

Enron is commonly referred to as the biggest fraud ever, costing investors over 70 billion USD. Perhaps Lehman Brothers did even more damage. Or Bernie Madoff. It’s hard to say. But without a doubt, we do now have a new candidate, and it’s not a company or a person. It’s an industry; digital advertising. ListenContinue reading “Is Digital Advertising the Biggest Fraud in History?”

How to Influence the Customer Journey

Branding and marketing experts are increasingly talking about the “customer journey” – a fancy word encompassing everything from product discovery to actual purchase action. But what exactly is this “journey” and how, as product or service providers, can we influence it? Think about it that way: the last time you purchased something other than aContinue reading “How to Influence the Customer Journey”

The Intersection of Personal and Corporate Brand

The Internet and social media, in particular, have turned the world into a global marketplace for attention. People, products, companies, political parties, NGOs and governments all need to present a “digital image”. How to be noticed and perceived positively in the digital space is a tedious and often painful exercise in self-promotion. It can alsoContinue reading “The Intersection of Personal and Corporate Brand”