Introduction I’ve long been skeptical of display advertising. At least my students know this, since ever year I start the digital marketing course by giving a lecture on why display sucks (and why inbound / search-engine marketing performs much better). But this post is not about the many pitfalls of display. Rather, it’s outlining three arguments […]
Category: english
Programmatic advertising: Red herring effect
Introduction Currently, there is very strong hype involved with programmatic buying. Corporations are increasing their investments on programmatic advertising and publishers are developing their own technologies to provide better targeting information for demand-side platforms. But all is not well in the kingdom. Display advertising still faces fundamental problems which are, in my opinion, more critical […]
Why do I love startups?
I’ve dedicated plenty of time for studying and coaching startups. But why do I care? Not only care, but be passionate about them, enough to say I love startups. I got to think about that, and here are the results of that quick reflection. 1. Startups are about technology Novelty, innovation, progress… call it what […]
Customers as a source of information: 4 risks
Introduction This post is based on Dr. Elina Jaakkola’s presentation “What is co-creation?” on 19th August, 2014. I will elaborate on some of the points she made in that presentation. Customer research, a sub-form of market research, serves the purpose of acquiring customer insight. Often, when pursuing information from consumers companies use surveys. Surveys, and usage of customers […]
Online ads: Forget tech, invest in creativity
Technology is not a long-lasting competitive advantage in SEM or other digital marketing – creativity is. This brief post is inspired by an article I read about different bid management platforms: “We combine data science to SEM, so you can target based on device, hour of day and NASDAQ development.” Yeah… but why would you do that? […]
Basic formulas for digital media planning
Planning makes happy people. Introduction Media planning, or campaign planning in general, requires you to set goal metrics, so that you are able to communicate the expected results to a client. In digital marketing, these are metrics like clicks, impressions, costs, etc. The actual planning process usually involves using estimates — that is, sophisticated guesses […]
Keyword optimization routine for search-engine advertising (AdWords)
In this post, I’m sharing a simple optimization process for search-engine advertising. I’ll also try to explain its rationale, i.e. explanation of why it should work. The process is particularly applicable to Google AdWords due to availability of metrics, but for the most parts it applies to Bing Ads as well. First, take a list […]
Startup dilemmas: Feature priority problem
Introduction It is a common issue for startups applying customer development to discover many customer problems and either relating to that or to their vision include many, many features in their product development roadmap. However, as we know, it is not about the number of features but their quality, i.e. usefulness in solving the customer […]
5 questions to ask your Facebook marketing agency
Facebook marketing is not magic, although it might seem like it if you have no clue how to do it. Therefore, before anything else, the first piece of advice is: get to know the basics. Jonloomer.com is a good resource for that, as well as Facebook’s free training modules. Now, to the actual point. A […]
Notes on innovation
The harder competition gets, the more people drop out. For a society, it would be great to maximize progress through competition but minimize crime through social welfare. But what is needed to accomplish that? First, there has to be strong enough incentives for people to dedicate their lives for pursue of innovations, and a back-up […]