Which US Cities as Test Markets?

Q: Andreas, you say we should carry out marketing tests where we market in some cities but not others, so we have control groups. This lets us see if the marketing was responsible for the change in results. But what cities should we use? – Perplexed in Peoria A....

The ROI in Content Marketing

Does content marketing actually work? So far, I have not found a single case study that shows content marketing is successful. I’ve searched the web; I’ve looked at dozens of “leading websites”; I’ve talked to many people, incl. heads of...

The Basic Elements of Content Marketing

(From my upcoming book) Content Marketing must have the following functions: Editorial Voice: The editorial director creates a direction and overall style. Editorial Calendar: A list of all content pieces, their roles, who does the work, edit and release dates, art...

What If Apple Ran the Post Office?

At dinner during the holidays, several friends talked about the long lines at the post office. Someone said you’d never see that if McDonalds ran the place. Or Apple. What if Apple ran the post office? You walk in. There’s no counter. But crowds of people,...

Could Amazon Kill Google?

Google’s business is based on purchase: we go to Google to find a product or service. 98% of Google’s revenues comes from advertising (Google Adwords, Adsense, Youtube, etc.) Could Amazon replace Google? You can buy nearly anything at Amazon. Why bother...