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!”

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”

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?”

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”

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”

Use Content Marketing to Strengthen Your Brand from Within

Content marketing, the holy grail of the digital age, isn’t just a tool to market your company’s products and services. It is also a great way to strengthen your brand from the inside, retain employees, and improve sales.  There is a reason large corporations and organizations have in-house magazines, and believe it or not, the reason is notContinue reading “Use Content Marketing to Strengthen Your Brand from Within”

How to Become a Smarter Marketer

Most marketers, even those with academic credentials, are too busy implementing corporate marketing strategies and working with the products they need to sell. We write copy, we blog, we post, we distribute, and we learn how to use the latest marketing automation tools. We waste endless hours on pointless meetings with clients who want usContinue reading “How to Become a Smarter Marketer”

Zuckerberg’s manifesto is dangerously political and naive

In case you haven’t heard, in the wake of fake news criticism, the founder of Facebook has released a manifesto that outlines the future of Facebook. It is extremely political, idealistic, and downright naive. What’s more, it’s downright dangerous. Zuckerberg wants to use his influence, his platform, and AI to save globalization. At the core ofContinue reading “Zuckerberg’s manifesto is dangerously political and naive”