Social Media is Killing Us

No this is not an attention-grabbing headline. This is the result of what I have observed over the past 24 months. Social media is killing our social abilities, our social interaction, our human existence itself. Last week I dined at a fairly normal restaurant in the heart of Hong Kong, a city fighting at theContinue reading “Social Media is Killing Us”

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”

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”

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”

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”

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?”

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 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”

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””

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”

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”

So What is Content Marketing Anyway?

Because the term has been abused, misunderstood, and the marketing executed so poorly by big and small companies alike, content marketing is said to be in trouble. So what is it anyway, and how should you go about it? Content marketing is not really a special thing. It is common sense for any enterprise orContinue reading “So What is Content Marketing Anyway?”

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”

The 4 Key Success Factors of Content Marketing

Maybe you just got started with content marketing in the past year, maybe you are planning to do so in the near future. Perhaps you are even an experienced content marketer? Whatever the case, there are people out there who came before you, and they have gained some insights over the years. We went aroundContinue reading “The 4 Key Success Factors of Content Marketing”

AI and the Future of Marketing

Yes, yes, artificial intelligence is threatening millions of jobs, everyone will be replaced by robots, machines will do every job better and faster, yadda yadda yadda. We know all that. We’ve been going on and on about it for years. But so far, it ain’t happening. Not on the ground. Not with the companies thatContinue reading “AI and the Future of Marketing”

The 7 Deadly Sins of Digital Marketing

Oh boy, this is going to be a bit of a rant. But it’s necessary. Again and again, I meet marketers who commit one or more of these deadly sins of digital marketing. So let’s get right to the point. 1) Advertising before laying the foundations Every single company out there seems to be hiring a PPC managerContinue reading “The 7 Deadly Sins of Digital Marketing”