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”

Why is Marketing Automation so Painful?

Disruptive innovation has been a buzzword ever since Clayton Christensen coined it way back in the mid-1990s. The latest disrupter was none other than Oracle and their customer management applications business sector, then by Salesforce. And currently, Salesforce faces the risk of being disrupted by another industry honcho, HubSpot. Interestingly, HubSpot is now on theContinue reading “Why is Marketing Automation so Painful?”

Why B2B Companies Need to Embrace Millennials

As a marketer, I work mostly with big B2B companies in the semiconductor, electronics, pharmaceutical, and machinery sector. These are conservative industries with little need for hype – on the contrary. Fluff pieces, unrealistic promises, and sensational advertising tactics harm these companies more than help them. So at first glance, we have very little toContinue reading “Why B2B Companies Need to Embrace Millennials”

The New Frontier: Improving Customer Experience through AI

There are actually two frontiers when it comes to improving customer experience in an enterprise, namely the voice of your customer and the voice of your employees. Customer feedback is integral to optimizing service offerings, improving products, and increasing operational efficiency. Yet a lot of feedback is misplaced, irrelevant, or even vicious. Disgruntled customers withContinue reading “The New Frontier: Improving Customer Experience through AI”

There Is No Such Thing As “Going Viral”

Social media marketing has a holy grail, and it is called “going viral”. Unfortunately, “virality” is largely a myth. Nothing ever really goes “viral” by itself. Every now and then we come across content that “went viral”. It seems like millions of people discovered it, liked it, shared it, and we don’t know exactly how. It bestowsContinue reading “There Is No Such Thing As “Going Viral””

It is Time for B2B Enterprises to Embrace Global Influencers

We’ve all heard of influencers in the consumer brand space, real estate, restaurant or travel industry. Increasingly, however, B2B brands, e.g. in the industrial space, are relying on influencers too. For many traditional manufacturing companies, it is not easy to understand and manage this transition. Read also: The 7 Deadly Sins of Influencer Marketing Why useContinue reading “It is Time for B2B Enterprises to Embrace Global Influencers”

The Secret Sauce: Working Effectively With B2B Influencers

As traditional advertising loses is glamor and agencies convince their clients that influencers are the way forward, companies face countless pitfalls in their attempt to target audiences in meaningful ways. Influencers are a fickle bunch. You can never really know how valuable they are until you pay them; their reputation relies on word-of-mouth recommendations ratherContinue reading “The Secret Sauce: Working Effectively With B2B Influencers”

Old Style Marketing That Still Works on Social Media

Social media is all new and shiny, and every year there’s a new app waiting to reach the 100 million, the 500 million, the 1 billion user threshold. Marketers seem to have to learn new skills all the time, familiarize themselves with new formats, new concepts, new technologies. But there are a few tactics inContinue reading “Old Style Marketing That Still Works on Social Media”

Facebook Forever: What Marketers Need to Know in the Face of Constant Changes

It began in January 2018, and it hasn’t stopped. It will never stop. It will only get worse. Just like Google is making changes to its algorithms every day, affecting the efforts of SEO specialists, Facebook has started to tweak its algorithms and rules massively since the fake news crisis in 2017. The recent (summerContinue reading “Facebook Forever: What Marketers Need to Know in the Face of Constant Changes”

Employee Advocacy: The Key to Digital Marketing Success

One of the most overlooked tools in creating engagement and distributing your digital marketing content surely is employee advocacy. Yet even the marketing teams of very large corporations don’t make use of it. Have you ever wondered how a blog post by a 60’000 employee organization ends up having only 80 views? How is that even possible?Continue reading “Employee Advocacy: The Key to Digital Marketing Success”

Augmenting Digital Marketing Through Artificial Intelligence

Consumer Experience Changes Continuously Customer behavior and experience change over time and there is much organizations can do to use that change to their own advantage. The customer experience changes all the time. The challenge this presents for businesses is to place the customer at the center of their organizational chart. Customers do not care aboutContinue reading “Augmenting Digital Marketing Through Artificial Intelligence”

Data Protection is a Marketing Issue

The EU General Data Protection Regulation (GDPR) is upon us, and most companies are still woefully unprepared. But beware, failure to comply leaves firms everywhere in the world vulnerable to heavy penalties.  Very likely, all the news about GDPR went into the wrong silo of your company, because it is inherently a marketing issue, notContinue reading “Data Protection is a Marketing Issue”

5 Ways Towards a Data-Driven Business Culture

The pressure on organizations to make accurate and timely business decisions has turned data into an important strategic asset. The key challenges are to determine which data to use, whether the data is valuable, and how to derive actionable value from it.  In today’s dynamic marketplace, businesses’ ability to use data to identify challenges, spotContinue reading “5 Ways Towards a Data-Driven Business Culture”

Machine Learning in Organization: First Steps

We are experiencing a digital revolution. Machine learning, artificial intelligence, and big data are the buzzwords of the day. Yet most corporations are having a hard time to start implementing machine learning solutions or even see the usefulness of these new technologies. Unfortunately, organizations which don’t get to grips with concepts like deep learning andContinue reading “Machine Learning in Organization: First Steps”

Marketing for Boring Industries

We would all like to work for exciting companies. The latest VR headset, a luxury car, that awesome new food brand. Truth be told, most us work for companies that are neither sexy nor exciting. What do you do with boring industries in the age of digital media, visual platforms, and content marketing? Here areContinue reading “Marketing for Boring Industries”

7 Crucial Things to do Before Buying Digital Ads

There is so much abuse, fraud, and deception in the digital ad industry, I sometimes think we are living in the Wild West. It is a lawless and confusing country indeed. There are thousands of startups and even established marketing companies out there who intentionally mislead and misinform clients in order to profit from badlyContinue reading “7 Crucial Things to do Before Buying Digital Ads”

10 Common Misconceptions About Inbound Marketing

For years now “inbound marketing” has been a buzzword. Yet surprisingly, a lot of businesses still don’t understand what it is, why it is better for companies and customers alike, why it is the natural way of marketing, and how to go about it. Even those who do it often do it without a real strategy inContinue reading “10 Common Misconceptions About Inbound Marketing”