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Tag: digital marketing

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

Published by Joni on July 7, 2017

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 great – but I don’t…

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How to achieve a good score from Google Pagespeed Insights

Published by Joni on July 6, 2017

Speed is one of the most important ranking factors in technical search-engine optimization (SEO). Besides search rankings, pagespeed directly or indirectly influences Quality Score in AdWords (and thus to click prices), and, perhaps most importantly, to the usability of website. Better usability, more conversions. PageSpeed Insights is a free service by Google to score the speed of a website. 100/100…

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How to do political marketing on social media? A systematic process leveraging Facebook Ads

How to do political marketing on social media? A systematic process leveraging Facebook Ads

Published by Joni on April 30, 2017

This post very briefly explains a process of using and scaling Facebook advertising for political marketing. It might not be clear for all readers, but professional online marketers should be able to follow. The recipe for political marketing by using Facebook Ads: Create starting parameters (Age, Gender, Location, Message) Create total combinations based on the starting parameters Use prior information…

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Affinity analysis in political social media marketing – the missing link

Published by Joni on March 30, 2017

Introduction. Hm… I’ve figured out how to execute successful political marketing campaign on social media [1], but one link is missing still. Namely, applying affinity analysis (cf. market basket analysis). Discounting conversions. Now, you are supposed to measure “conversions” by some proxy – e.g., time spent on site, number of pages visited, email subscription. Determining which measurable action is the…

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Total remarketing – the concept

Published by Joni on March 30, 2017

Here’s a definition: Total remarketing is remarketing in all possible channels with all possible list combinations. Channels: Programmatic display networks (e.g., Adroll) Google (GDN, RLSA) Facebook (Website Custom Audience) Facebook (Video viewers / Engaged with ads) etc. How to apply: Test 2-3 different value propositions per group Prefer up-selling and cross-selling over discounts (the goal is to increase AOV, not…

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In 2016, Facebook bypassed Google in ads. Here’s why.

In 2016, Facebook bypassed Google in ads. Here’s why.

Published by Joni on March 30, 2017

Introduction The gone 2016 was the first year I thought Facebook ends up beating Google in the ad race, despite the fact Google still dominates in revenue ($67Bn vs. $17Bn in 2015). I’ll explain why. First, consider that Google’s growth is restricted by three things: natural demand keyword volumes, and approach of perfect market. More demand than supply First, at…

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Defining SMQs: Strategic Marketing Questions

Published by Joni on March 30, 2017

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 pushing the idea that “everything…

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Meaningless marketing

Meaningless marketing

Published by Joni on March 30, 2017

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 focusing on core of the…

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What is a “neutral algorithm”?