digital marketing Archives – Page 7 of 8

The difference between business logic and strategy

Published by Joni on March 29, 2017

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 main difference between strategy and…

How to use Facebook Ads for market segmentation?

Published by Joni on March 29, 2017

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 who therefore can be targeted…

The Digital Marketing Brief – four things to ask your client

Published by Joni on March 29, 2017

Recently I had an email correspondence with one my brightest digital marketing students. He asked for advice on creating an AdWords campaign plan. I told him the plan should include certain elements, and only them (it’s easy to make a long and useless plan, and difficult to do it short and useful). Anyway, in the process I also told him…

The Bounce Problem: How to Track Bounce in Simple Landing Pages

Published by Joni on March 29, 2017

Introduction This post applies to cases satisfying two conditions. First, you have a simple landing page designed for immediate action (=no further clicks). This can be the case for many marketing campaigns for which we design a landing page without navigation and a very simple goal, such as learning about a product or watching a video. Second, you have a…

Assessing the scalability of AdWords campaigns

Published by Joni on March 29, 2017

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 given their lifetime value, and…

Startup syndromes: “The Iznogoud Syndrome”

Published by Joni on March 29, 2017

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 The name of this startup…

A simple formula for assessing the feasibility of AdWords cases

Published by Joni on March 29, 2017

Update [24th March, 2017]: In addition to the formula explained in the post, I would add the following general criteria for a good AdWords case: 1) Low-Medium competition (high CPCs force to look for alternative channels), 2) Good website/landing pages (i.e., load fast, easy to navigate, have text information relevant to the keywords. Introduction Google AdWords is a form of…

How to calculate metrics for an AdWords campaign plan

Published by Joni on March 29, 2017

I teach this very simple formula to my students when they are required to write a pre-campaign report for the Google Online Marketing Challenge (GOMC). You want to report metrics in a table like this: budget ctr cpc clicks impressions 250 0,05 0,2 1250 25000 (The numbers…

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

Published by Joni on March 29, 2017

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 is to create — if…

Notes on Customer Development

Published by Joni on March 29, 2017

I keep forgetting this stuff, so noting it down for myself (and others). 1. Don’t ask “would you” questions, ask “did you” questions. People are unable to predict their behavior. 2. Don’t ask about your product, ask about their problem. Wrong question: “We have this product A – would you use it?”. Right question: “Do you ever have this problem…

Tag: digital marketing