Marketing Launch Strategies

Marketing Launch Strategy for the Internet Startup

Digital pure-plays or digitally born companies need to adopt different media strategies than their offline peers. Most traditional B2C marketing literature focuses on the lessons from traditional FMCG companies like P&G, Nestle, and L'Oreal. For transaction-based digital companies, however, traditional media theories won’t suffice. If you have unlimited cash, you can of course start with TV, … Continue reading Marketing Launch Strategy for the Internet Startup

Nir Eyal on the Psychology of Habit-forming Products

I have looked forward to bringing this interview by Nir Eyal since I first spoke to him a few months back. Nir is the author of “Hooked: How to Build Habit-Forming Products” - a book described as the "essential crib sheet for any startup looking to understand user psychology" by Dave McClure of 500 Startups - … Continue reading Nir Eyal on the Psychology of Habit-forming Products

Florian Heinemann on Lessons from Building the Zalando Marketing Machine and Marketing Automation

I have looked very much forward to bringing this post. Florian was my early teacher and the first person to open my eyes to how sophisticated digital marketing can be and he is still one of the persons, if not the person, who has influenced my thinking on digital the most. To those unfamiliar with … Continue reading Florian Heinemann on Lessons from Building the Zalando Marketing Machine and Marketing Automation

Florian Heinemann on the Future of Digital Marketing and Brand Building

This is the second part of a two-part interview with Florian Heinemann, co-founder and managing director at Berlin-based early stage investor and company builder Project A Ventures and former Co-CMO at Zalando. You can read the first part on Zalando’s marketing strategy and automation here. It is not required to read the parts in any … Continue reading Florian Heinemann on the Future of Digital Marketing and Brand Building

The Uncommon, Non-Overhyped Approach to Big Data

When I started this blog I had promised myself to limit the use of unnecessary buzzwords and clichés. One of the terms I find the most overused is “big data”. I love Dan Ariely’s now infamous quote from his Facebook profile about the similarities between big data and teenage sex. Big data is like teenage sex: … Continue reading The Uncommon, Non-Overhyped Approach to Big Data