Use honest advertising to flip consumerism on its head (8 minute read)
The advertising industry tells consumers to ‘buy, buy, buy', yet overconsumption is one of the driving forces of climate change, energy shortages, and poor mental health. Brands can employ honest and clever ads to promote their products without encouraging consumers to buy irresponsibly. This article contains examples from IKEA and Volkswagen that use honest advertising to effectively promote a product.
5-step guide to write cold emails in 2024 (6 minute read)
This post outlines a framework for rewriting a cold email targeting cloud cost optimization. Avoid 'salesy' subject lines, reduce personal pronouns, and emphasize the impact of the problem on the prospect. The revised email focuses on providing valuable insights, incorporating social proof, and adopting a softer tone to encourage response from recipients.
How Rubrik Drives Success Through Organic Traffic (5 minute read)
Rubrik, a cybersecurity SaaS company, has grown since 2014 to a post-IPO valuation of $6.6 billion. Organic is a major part of Rubrik's marketing mix, with over 25% of site traffic coming from SEO. 23% of the SEO traffic and 39% of the top keywords are coming from its ‘insights' content hub, which houses 70+ educational assets related to its industry. These pages rank well in part because of high E-E-A-T, keyword frequency, and internal linking.
Video Game Companies Are Spending Big on Sponsored Streams. Are They Getting Their Money's Worth? (5 minute read)
Sponsored streams have become a popular marketing strategy for video game companies seeking to tap into the vast audience on platforms like Twitch. However, these investments may not always yield positive results. While organic streams have a modest impact on game usership, sponsored streams often fail to generate significant traction, leading to substantial losses in ROI. The only exceptions are some lesser-known games or titles highly rated by critics.
The marketing ROI problem has its roots in marketing culture (5 minute read)
While advances in marketing analytics and technology have been made, a significant portion of businesses still face difficulties in calculating ROI. Typical marketing KPIs do not translate directly to revenue and ROI metrics, which can prevent buy-in from other leaders. Brand marketing in particular is typically lacking metrics that matter to the C-suite. To counteract this, marketing leaders should manage activities that drive the KPIs that ultimately drive business results, while also presenting marketing results with concrete financial KPIs.