The 7 Deadly Sins of Influencer Marketing

Influencer marketing is on the rise. People believe messages from experts in various fields from blockchain, IoT, to marketing and automation, especially if these experts are not directly affiliated with a particular brand. Follow the author on LinkedIn Influencer marketing is growing on all platforms, be it Twitter, LinkedIn, Medium, Reddit, Facebook, or even through individualContinue reading “The 7 Deadly Sins of Influencer Marketing”

Sense and Sensibility: Bringing Asian Design Sensitivity To A Global Audience

You haven’t seen nothing yet. Forgive the double negative but that’s what a tourism consultant from Singapore told me the other day referring to the number of Chinese tourists the world can expect to welcome in the coming decades. Apparently, fewer than 1% of Chinese citizens are currently travelling, and some Western destinations are alreadyContinue reading “Sense and Sensibility: Bringing Asian Design Sensitivity To A Global Audience”

My Journey Into Interior Design

Drastic career changes can be very rewarding Through my 25-year long career, I have worked for tech companies, internet companies, startups, even diplomatic missions, trade offices, two marketing agencies and, for a few exciting months, as a university lecturer.  In one way or another, all of these positions had to do with marketing: getting theContinue reading “My Journey Into Interior Design”

IoT, Cybersecurity and Manufacturing: War is Coming

The Internet of Things or IoT is being hailed as the next big thing changing our world: our daily lives, the way we shop and consume information, and, finally, manufacturing. Increasingly however, issues with data security, privacy, and hacking of connected systems, are making it clear that the rollout of a globally interconnected Internet ofContinue reading “IoT, Cybersecurity and Manufacturing: War is Coming”

How the Internet of Things will change the Supply Chain

Despite advances in manufacturing that will move the bulk of product production away from mega-factories in developing countries back to Europe and America, logistics will always play a big role in a world of global trade. Read also: The True Meaning of Industry 4.0 for Manufacturers The industry employs millions of people worldwide, and even robotsContinue reading “How the Internet of Things will change the Supply Chain”

How to Design Value Propositions in B2B Marketing

This article has been adapted from a two-part post by @claudiomkd which you can find here:  Part1 and here: Part2   Reducing the sales cycle with laser-focused value propositions If one thing I learned about B2B markets during my career is that business-to-business models, although very monetarily rewarding, can pose two huge challenges for sales & marketingContinue reading “How to Design Value Propositions in B2B Marketing”

How to Make Better Marketing Decisions

For many companies, coming up with a marketing plan is mainly about evaluating past results, tweaking them, and perhaps get inspiration from competitors, i.e. doing exactly what others do and thus ending up with mediocre results at best. Likewise, many marketing plans revolve purely around deciding on an agency or ad frequency and then waitContinue reading “How to Make Better Marketing Decisions”

Why E-Mail Marketing Is Still A Thing

Email may be dying a slow death as a communication tool (at least in Asia) but it is still a great marketing tool for brands. Eight out of ten people who sign up for brand emails make a purchase based on the email content, according to the influential podcast Marketing over Coffee. That’s some serious conversion.Continue reading “Why E-Mail Marketing Is Still A Thing”

KPIs are for losers. Get rid of them!

One of the most misused corporate management inventions ever, KPIs are hurting businesses in many ways. They paralyze cooperation procedures and plant the seeds of mistrust. They are easy to manipulate and hardly ever represent the real interests of either party in a transaction. More importantly, they are often very arbitrary, hardly ever based onContinue reading “KPIs are for losers. Get rid of them!”

Web Design: Time to Weed Out The Laggards

The world of websites seems to be split into two groups these days: those which understand what the mobile push means, and those who still use websites designed 15 years ago. With the latest changes in SEO and device adoption, the laggards will finally be weeded out. I am always surprised by how many companiesContinue reading “Web Design: Time to Weed Out The Laggards”

Word of the Year: Instagrammable

Every year has its buzzwords and neologisms. May I suggest that for 2018 we choose something that is both. My vote goes to “instagrammable”. The first time I heard it was from a food blogger friend, who told me that the “instagrammability” of food was one part of how she chose her venues. As inContinue reading “Word of the Year: Instagrammable”

How to Know When You Are Ready for AI

Everybody knows the enterprise needs to move towards a digital future. We speak of “data-driven organizations“. But in marketing in particular, but eventually in any other part of the modern enterprise, there is one question managers are asking these days: faced with the onslaught of artificial intelligence solutions and all the buzz about it, when areContinue reading “How to Know When You Are Ready for AI”

Why I Never Use TripAdvisor – Or: The Curse of Reviews

Reviews, even with the best intentions, seldom help brands and businesses. This sounds heretical, but let me explain. TripAdvisor is an amazing site. In a sense, together with the reviews on Amazon, and any other site that uses a rating system, it embodies the essence of the digital economy: easy access to other people’s opinionsContinue reading “Why I Never Use TripAdvisor – Or: The Curse of Reviews”

Micro-Influencer Marketing: The Ins and Outs

Influencer marketing is big these days, but not everyone can afford to pay celebrities and online megastars with millions of followers. For some brands, micro influencers will be much more realistic and even powerful than big names. The key to influencer marketing is authenticity. I covered this here: Word-of-Mouth Marketing: The Land that Strategy Forgot This isContinue reading “Micro-Influencer Marketing: The Ins and Outs”

Word-of-Mouth Marketing: The Land that Strategy Forgot

Word of mouth is by any measure the best form of marketing. Recommendations from friends, colleagues, and even strangers lend credibility and are far more cost-effective than tedious advertising. This is increasingly true as younger generations or ‘digital natives’ are becoming increasingly impervious to advertising. In a digital world, word of mouth takes on aContinue reading “Word-of-Mouth Marketing: The Land that Strategy Forgot”

6 Fairy Tales About Digital Marketing

Thousands upon thousands of digital marketing agencies and talented individuals around the world are offering advice on digital marketing. Some offer genuine insight about the latest strategies, others are merely repeating stuff they found on the net. Some get paid by companies to promote specific products instead of offering real solutions for your problems. AlmostContinue reading “6 Fairy Tales About Digital Marketing”

SEO or SMM? What Drives More Traffic?

We all know that “once you build it they will come” is a myth. Too many websites are rotting away in cyberspace because companies don’t know how to drive traffic. Yet even among those in the know, there is an ongoing debate which is more important: optimizing your site for search engines (SEO) or yourContinue reading “SEO or SMM? What Drives More Traffic?”

Curiosity Marketing: The Ideal Solution for Digital Natives

We are drowning in a flood of information, on our desktops, our mobile devices, our televisions; from product videos to long-form written content, from Instagram images to LinkedIn posts. Every avenue of marketing has been deployed, from aggressive advertising, email, to inbound strategies, podcasts, and webinars. And yet, marketers continue to come up with newContinue reading “Curiosity Marketing: The Ideal Solution for Digital Natives”

The Appocalyse: No Bright Future for Apps

Remember a few years ago, when every marketer told you that you needed to augment your brand with new touch points and that you couldn’t possibly do without your own app? The vision was that every store, every dentist and delivery service would have its own app. While for some use cases such as publicContinue reading “The Appocalyse: No Bright Future for Apps”