Excelling at search engine optimization (SEO) is a key component of a successful strategy for most online businesses. However, for many founders and marketers without a strong online background, SEO can often come across as a black box. As for all other marketing channels, my favoured approach is highly analytical. I prefer to start with … Continue reading The Non-Marketer’s Guide To SEO
TL;DR version: Based on this study: Click-through rates were significantly higher without DKIs (10-65% higher) Conversion rates were significantly higher without DKIs (300%+) This study did not manage to give a definitive conclusion on the impact on the cost per click when using the DKI Background The online marketing community seems to have a love/hate relationship … Continue reading Marketing lab: Does Dynamic Keyword Insertion Work In Search Ads For Fashion?
David Meerman Scott is the author of ten books including The New Rules of Marketing and PR, which has sold more than 350,000 copies and been translated into 25 languages and released in the 5th edition in October 2015. David is a world-renowned speaker and expert on social media and digital marketing. A 15-year journey … Continue reading David Meerman Scott on The New Rules of Marketing and PR
Too many marketers are not sufficiently data-driven. They act as if they were engaging in the old world, where things were far less tangible due to lack of transparency and data. This is no longer an excuse. It doesn’t mean that you should always let cost efficiency dictate your budget allocation – for some brands, … Continue reading Determining How Much To Bid CPC on AdWords
One mistake digital marketers repeatedly make is to use the budgeting function in Google AdWords to limit their spending. You should never limit your spending by your budget – there are other ways to control the spending. To reach this conclusion, it’s essential to understand the fundamental dynamics of how search engines allocate impressions across … Continue reading Why You Shouldn’t Use Budgets In AdWords
In a recent AMA on GrowthHackers.com, former PM of Conversion Rate Optimization at Twitter, Quora, and Wealthfront and PM of Embeddable Widgets/Products at Facebook, Andy Johns highlighted a number of interesting learnings from his career so far. Many seek to find the silver bullet for hypergrowth, but according to Johns, the job isn’t too different … Continue reading Former PM of Twitter, Quora, and Facebook, Andy Johns, on Growth
PR has historically been a very important part of most communications and marketing strategies. PR was a way to get in behind the armory of the customer. A way to disarm the customer of their traditional shielding and skepticism towards messages conveyed in advertising. This has changed over the last few years. PR, defined as … Continue reading Is Traditional PR Dead?
One of the questions entrepreneurs and marketers ask me the most concerns conversion rates. Looking for benchmarks, they ask, “What’s the optimal conversion rate we should aim for?” The idea behind the question is flawless – they want to measure the efficiency of your product (website). The challenge is that this is not the right … Continue reading Why There Is No Optimal Conversion Rate
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
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