The Problem with Personas in Digital Marketing

Personas are a marketing concept that has been around for decades. The idea of using personas probably originated from the hallowed Ogilvy agency, and has since gathered many fans in marketing circles. In recent years personas have also become a popular approach in digital marketing. Early mentions of using personas… Continue Reading The Problem with Personas in Digital Marketing

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Google’s ‘Free Speech’ Antitrust Defence

A new research paper published by a ‘prominent First Amendment scholar’ Eugene Volokh, paid for by Google, apparently shows that Google’s search results are protected under the USA’s First Amendment laws as ‘free speech’ and are thus not susceptible to antitrust legislation. As per Search Engine Land’s article on the… Continue Reading Google’s ‘Free Speech’ Antitrust Defence

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Best Practices for Ecommerce Category Pages

Often for ecommerce sites a lot of attention is paid to building the perfect product page. It all needs to come together perfectly – the product imagery, description and features, strong call to action, incentives, cross-selling and up-selling opportunities, and many more facets that make a great ecommerce product page.… Continue Reading Best Practices for Ecommerce Category Pages

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The Hidden Truths of Online Search

Online search is not a stand-alone activity. It doesn’t occur in a vacuum. It is not self-contained. When people perform an online search, they bring with them an enormous amount of preconceptions, biases, preferences, and behavioural tendencies. An online search is always performed amidst a veritable jungle of individual contexts.… Continue Reading The Hidden Truths of Online Search

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