Digital Marketing Laws (work in progress…)

Hi, this is work in progress – I’ll keep updating this list as new moments of “heureka” hit me. Digital marketing laws The higher the position in a SERP, the higher the CTR The more a mixed platform gains demand-side popularity, the more it restricts the organic reach of supply-side Search-engine traffic consistently outperforms social media […]

Using the VRIN model to evaluate web platforms

Introduction In this article, I discuss how the classic VRIN model can be used to evaluate modern web platforms. What is the VRIN model? It’s one of the most cited models of the resource-based view of the firm. Essentially, it describes how a firm can achieve sustainable competitive advantage through resources that fulfill certain criteria. These […]

The difference between business logic and strategy

Introduction I started thinking this question today when reading my students’ exam answers. The questions was “Define business logic and give an example of it”, and many answers actually defined strategy. At that point, I realized it’s not so easy to see a difference between these two concepts. So, what would I see as the […]

How to use Facebook Ads for market segmentation?

This article discusses the potential of market segmentation using Facebook Ads. Why is segmentation needed? Segmentation is one of the most fundamental concepts in marketing. Its goal is to identify the best match between the firm’s offering and the market, i.e. find a sub-set of customers who are most likely to buy the product and […]

A.I. – the next industrial revolution?

Introduction Many workers are concerned about “robotization” and “automatization” taking away their jobs. Also the media has been writing actively about this topic lately, as can be seen in publications such as New York Times and Forbes. New York Times: After Jobs Dry Up, What Then? Forbes: Now, Even Artificial Intelligence Gurus Fret That AI […]

Briiffi mediamyyjien kanssa toimimiseen

Jokainen yrittäjä ja markkinointipäällikkö joutuu puhelinmyynnin kohteeksi. Siinä missä yksityishenkilöille kaupataan kaikkea lehdistä boksereihin, bisnesmarkkinoilla yleisin kauppatavara on mainostila eli media. Ensimmäinen vinkki: Suurin osa mediamyyjien tarjouksista on huonoja, eikä niihin kannata lähteä mukaan. Tässä artikkelissa avaan tekijöitä, joihin itse kiinnitän huomiota markkinointipäällikkönä toimiessani. Miten siis toimia mediamyyjien kanssa? 1. Selvitä todellinen maantieteellinen näkyvyys Millä […]

Assessing the scalability of AdWords campaigns

Introduction Startups, and why not bigger companies, too, often test marketing channels by allocating a small budget to each channel, and then analyzing the results (e.g. CPA, cost per action) per channel. This is done to determine a) business potential and b) channel potential. The former refers to how lucrative it is to acquire customers […]

The ROI of Academic Publishing

Problem of ROI in publishing The return on investment (ROI) of academic publishing is absolutely terrible. Think of it – thousands of hours spent correcting formatting, spellings, rephrasing, and so on. All this after the actual insight of the research has been accomplished. In all seriousness, 10% of time spent doing research and 90% writing […]