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 … Continue reading Marketing Launch Strategy for the Internet Startup
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 of Zalando’s marketing strategy and automation here. It is not required to read the parts in any specific … Continue reading Florian Heinemann on the Future of Digital Marketing and Brand Building
Danny Dover, Author and SEO expert, on The Future of SEO, Content and More
I am very excited to bring you this interview with Danny Dover. Many of you probably know Danny best as the author of Search Engine Optimization (SEO) Secrets, as an authority on search engine optimization in general, as a conversion rate optimizer, or from one of the many other fields he has excelled in. His … Continue reading Danny Dover, Author and SEO expert, on The Future of SEO, Content and More
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