Social media alone won’t do the trick.

  Social media offers the promise of cheap, highly targeted marketing communications that can turn on the taps for any small business. But will it? The truth is that social media is often overrated as a marketing tool especially for small business owners. Some reasons: If you simply post content to your company Facebook or…

How to launch a new idea

Let’s assume you have a new idea and want to launch it. What is the main challenge you face? Often entrepreneurs think that their most immediate problem is one of “marketing communications” – i.e. how to tell people about the new product. They think that if they can achieve product awareness, they will achieve product…

Perspective on performance marketing

I see this often. An entrepreneur finds someone to help him with digital marketing. Soon afterwards, websites get built, social media accounts pop up, e-mail newsletters are sent out and money starts to flow to all sorts of online advertising. Not long thereafter the phones start to ring and inboxes fill up. Miracles do happen.…

How difficult is marketing?

How difficult is marketing? This is the question I ask myself. The smartest people mostly do difficult stuff such as engineering, accounting, medicine and nuclear physics. The most creative: paint, write books and design beautiful things. The most business minded run companies, become investors and go into banking. The most entrepreneurial start businesses and become…