The reason apps that don’t have any revenue but millions of users are worth so much is because “attention is monetizable”. The assumption is that once advertisers are able to access all of that attention they’ll pay a lot for the privilege for putting their ads in front of it. But money shouldn’t always follow […]

94% of retail sales are still generated at brick and mortar stores. This stat is usually referenced to defend traditional retail when people see Amazon increasing their revenue from 2009 to 2013 by $50 billion, and state that the death of the traditional retail store is a foregone conclusion. The big effect that the internet […]

Fulfilling demand is advertising where you help people who are already inclined to buy make a final purchase decision. Creating demand is advertising that puts an idea in the person’s head to go out and buy something they hadn’t previously considered. The reason why TV ads are so good at creating demand, I think, is […]

Multivariate testing allows marketers to test unlimited combinations of elements on a web page in a live environment and measure the significance of those changes on the site’s conversion rate by allowing the visitors to vote with their clicks. The typical mindset for testing content on a website is to find which variation of site […]

Online marketing has up to this point claimed that big data which allows more precise targeting is the solution to all of marketing’s woes. I think that data can go a long way but there is a point when more data isn’t the answer. Focusing on the data too much can have some negative impacts. […]

The day is coming where users online will be tracked via their phone’s geo location so that a click on an ad will be tracked all the way to the in store visit. Revenue from the store visit will be attributed to paid search ads and ROAS will plummet. Investment in paid search will go […]

There is the storytelling side of online marketing and the data-driven side of online marketing. Just because its measurable doesn’t make it better. Storytelling entails all the visual, front-end stuff like email, facebook posts, tweets, custom designed landing pages, commercials, catalogs, sliding images on the home page, etc. There is some analysis of data to […]

Are you ultimately responsible for your purchase decisions? In other words, are you powerless to resist the most hyper-targeted and relevant sales pitch? Hopefully the answer is of course not – if you don’t want to buy something, no advertising, no matter how well designed can convince you otherwise. That frame of mind is important […]