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”

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”

Beating Amazon & Co: Hands-on Marketing Tips for Brands

In the digital age of ubiquitous information, machine learning, and big data dominance, reaching the customer is tough. With online shopping, customers have access to an unlimited number of brands and products, their attention spans are shorter and split between multiple devices, and they are constantly researching, comparing and exploring different options before making theirContinue reading “Beating Amazon & Co: Hands-on Marketing Tips for Brands”

What Chatbots Can Currently Do For Your Business

Chatbots are being hyped as the next big thing in marketing. They should, marketers insist, be an integral part not just of customer service, but of your entire content marketing strategy. In fact, far beyond marketing, they have use cases in every department of your business, every customer touchpoint, and even B2B interfaces of yourContinue reading “What Chatbots Can Currently Do For Your Business”

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”