Tag: advertising

How to reach B2B audiences online? That’s the question.

Introduction It *is* indeed the question – most often focus of B2B digital marketing is on lead generation and marketing automation. Much less has been written about targeting. Yet, B2B targeting is far from having been solved. The typical conversation between decision makers and agencies goes something like this. Client: “All this online advertising is […]

Defining SMQs: Strategic Marketing Questions

Introduction Too often, marketing is thought of being advertising and nothing more. However, already Levitt (1960) and Kotler (1970) established that marketing is a strategic priority. Many organizations, perhaps due to lack of marketers in their executive boards, have since forgotten this imperative. Another reason for decreased importance of marketing is due to marketing scholars […]

Meaningless marketing

I’d say 70% of marketing campaigns have little to no real effect. Most certainly they don’t have a positive return in hard currency. Yet, most marketers spend their time running around, planning all sorts of campaigns and competitions people couldn’t care less of. They are professional producers of spam, where in fact they should be […]

Facebook Ads: too high performance might turn on you (theoretically)

Introduction Now, earlier I wrote a post arguing that Facebook has an incentive to lower the CPC of well-targeting advertisers because better targeting improves user experience (in two-sided market terms, relevance through more precise targeting reduces the negative indirect network effects perceived by ad targets). You can read that post here. However, consider the point from another […]

Why human services are needed for world peace

The bot can be boss, as long as we have jobs. Why are human services the future of our economy? (And, therefore, an absolute requirement for world peace [1].) For three reasons: They do not pollute or waste material resources (or tend to do so with significantly less degree than material consumption) Exponential growth of population […]

Startup syndromes: “The Iznogoud Syndrome”

1. Definition The Iznogoud Syndrome can be defined as follows: A startup strives to disrupt existing market structures instead of adapting to them. In most industries, existing relationships are strong, cemented and will not change due to one startup. Therefore, a better strategy is to find ways of providing utility in the existing ecosystem. 2. Origins […]

Bugs and problems in Facebook Ads [UPDATED 10/08/2016]

Introduction I’ve been doing a lot of Facebook advertising. Compared to Google AdWords, Facebook Ads is missing a lot of features, and has annoying bugs. I’m listing these problems here, in case anyone working at Facebook would like to have an advertiser’s opinion, and that people working with programmatic ad platforms see how difficult it […]