Digital Marketing

What Is Marketing Attribution: A Beginner’s Guide

Categories Analytics Tools, Digital Marketing, E-Commerce, E-Commerce Optimization, EntrepreneurshipLeave a Comment on What Is Marketing Attribution: A Beginner’s Guide

Marketing attribution is a data analysis process that looks at how different marketing and commercial strategies are translating into conversions. It involves gathering data from customers’ interactions across all used channels, including websites, emails, ads, and physical stores. Through this data analysis, businesses can discover which strategies are most successful in creating results for their company. This knowledge can then be used to optimize marketing efforts for greater return on investment (ROI). In this article, we’ll explore what marketing attribution is in more details, why companies should use it, which models there are, and which challenges you should be aware of.

What Is Marketing Attribution?

In today’s highly competitive digital environment, understanding exactly where marketing investments are paying off is essential for success. Knowing which campaigns or tactics are working best provides the necessary insights to make the most of a business’s spending and ensure that money is being allocated in the smartest and most efficient way possible. That’s where marketing attribution comes in – it helps companies accurately measure their investments and drive more leads as a result.

The traditional approach to measuring conversion optimization was last-click attribution, meaning that whatever channel or tactic was used right before a purchase would get credit for it. But this method ignores any valuable context that could have contributed to the conversion taking place in other channels further back in the funnel. With marketing attribution, companies are able to accurately track customer journeys across different touchpoints and understand what combination of strategies generate the highest ROI.

There are several different types of marketing attribution models that businesses commonly use today. These include single-touch (also known as first-touch), multi-touch (also called linear), time decay (sometimes referred to as U-shaped) and custom model (which combines aspects from multiple methods). Selecting the right model largely depends on factors such as budget size and business goals — some organizations may benefit more from using one type of model over another.

For example, multi-touch attribution gives weight to all touchpoints throughout the customer journey leading up to a sale — so if someone views an ad but then visits your website later before making a purchase, both touch points will get credit for that sale instead of just one or the other like with first-touch or single-touch models respectively. On the other hand, time decay models give less weight to initial interactions while giving more credence to those nearer when it comes time for conversion – so if someone viewed an ad two months prior but still made a purchase last week —the two month old view would still get its share of credit thanks to time decay modeling’s decay curve algorithm.

Regardless of which approach you take with your company’s marketing measurement plan – total visibility into customer journeys is essential for effectively tracking ROI and optimizing spending accordingly — thus making Marketing Attribution an invaluable tool when planning out campaigns or setting budgets alongside other metrics such as CTRs or CPCs (Cost per Click). As customers become increasingly mobile and multi-channel experiences continue to evolve – having actionable insights directly available will become critical in order stay ahead of competitors while continuing growth trajectory into new markets through effective strategy execution backed by accurate analytics.

Why Should Companies Implement Attribution Tools

Marketing attribution is an essential tool for companies looking to understand the effectiveness of their campaigns, strategies, and touchpoints. By gathering data on customers’ interactions across various channels, businesses can gain valuable insight into which strategies are providing the best return on investments (ROI) and how different tactics are influencing conversions. This allows them to optimize their spending for maximum efficiency and make sure that every dollar is being put to its best use.

Marketing attribution models provide organizations with an invaluable way to view performance information from all angles and better understand what tactics were used throughout each individual customers’ journey leading up to a conversion or sale. As mentioned above, there are several marketing attribution models that can be used, and all of them will be outlined in detail in the next section. But at the end of the day, whether a company uses attribution tools or not, having access to accurate insights into how certain strategies or campaigns contribute directly or indirectly towards sales or conversions is critical for companies looking stay ahead of their competitors in today’s constantly changing digital landscape. Thanks to marketing attribution tools — businesses can rest assured that they’re making informed decisions based on reliable data when it comes spending money or launching new initiatives — this allows them maximize every dollar spent and track ROI movements quickly & effectively resulting in greater success long term.

What Are The Most Used Marketing Attribution Models?

When it comes to analyzing marketing performance, attribution models are a critical tool for providing businesses with valuable insight into customer journeys and ROI. There are several different types of attribution models commonly used today, each with its own set of strengths and weaknesses.

Single-Touch (Also Known As First-touch) Attribution

This model gives 100% credit for conversions to the initiating touchpoint – meaning only the channel or tactic used in the initial part of a journey prior to a purchase would get credit for it. This type of model is best suited for companies that have short sales cycles, or rely heavily on a few sources such as paid search or email campaigns as it simplifies the process by focusing only on the first point prior to conversion.

Last Touch Attribution

Unlike first-touch attribution, a last-touch model of credit assignment recognizes only the very most recent interaction between an individual and your business as solely responsible for conversion. Whether this exchange was clicking on an ad, viewing an email message, or engaging with social media content – whatever it is that they do just prior to converting is assumed to be the source of their decision.

Last-Touch attribution provides businesses an easy way to track and analyze customer behavior, which is especially important for companies with a quick turnover rate. Additionally, it’s relatively simple to implement and evaluate over time; perfect for those who need fundamental insight into their funnel process. Nevertheless, the complexity of modern digital marketing—where consumers are exposed to several ads across multiple channels prior conversion—makes Last-Touch somewhat inadequate in providing a comprehensive understanding of consumer habits.

Last Non-Direct Touch Attribution

A last-touch or first-touch attribution model might not be enough to understand the efficacy of your marketing channels, especially if you have a long and complex buying cycle. Last non-direct touch is Google Analytics’ default Attribution Model that does not assign any credit for conversions related to direct traffic such as manual URL entries or clicks from bookmarked links.

Just as with basic first-touch and last-touch attribution, this method allocates all of the credit to a single encounter. The difference here is that direct traffic isn’t seen as an accountable channel. Similarly to simple last-touch attribution, it does not give any recognition for prior interactions leading up to the final one, making it hard to comprehend the effect of your multichannel marketing plan. This model is perfect for products that are sold in a short period of time. Since direct traffic can be omitted, only clicks from marketing channels you have power over like paid and earned media will be assessed.

Multi-Touch (Also Called Linear) Attribution

This is another popular method which provides more visibility into customer interactions throughout multiple channels leading up to a sale or conversion. Every touchpoint receives some amount of credit rather than just one — so if someone viewed an ad but then visited your website later before making a purchase, both would receive some recognition instead of just one like with first-touch models. As such, this model can be useful for organizations that need to gain more clarity in regards to what tactics their customers interacted with during their buying journey .

Time Decay (Sometimes Referred To As U-Shaped) Attribution

This model is also very much in use today — it assigns less importance to initial interactions while giving more credence to those nearer when it comes time for conversion — so if someone viewed an ad two months prior but still made a purchase last week, the two month old view would still get its share of credit thanks to time decay modeling’s decay curve algorithm . It works well for customers who take longer timespans in between initial contact and the eventual sale since all touchpoints still receive some recognition regardless of when they occurred.

Position-Based Attribution

Following the presumption that a customer’s first and last interactions with your business will be most influential when it comes to conversion, position-based attribution assigns fixed credit for every conversion to those two points of contact. The remaining credit is then distributed equally among all other activities in between. This model makes it possible for you to track how each decision affects the customer journey and can help you optimize strategies for maximum results.

Companies that anticipate their leads to have multiple encounters with the brand before making a purchase will be greatly advantaged by this model. It captures both top- and bottom-of-funnel activities, which are essential for businesses with extended sales cycles – in addition to assigning some value to marketing efforts that regenerate curiosity or continue existing interaction. By utilizing this model, your business is given the best chance of success!

Custom Models Combining Aspects From Single, Multi & Time Decay Approaches

Creating customs models based on specific objectives & desired outcomes is also a way to go. They provide businesses greater flexibility when it comes measuring success since they can take multiple configurations into account while achieving desired results tailored exactly towards their needs .

At the end of the day, no matter what type of marketing attribution model a company chooses — having access to accurate insights into how certain strategies or campaigns contribute directly or indirectly towards sales or conversions is essential in order help them make decisions based on reliable data when it comes spending money or launching new initiatives — allowing them maximize every dollar spent and track ROI movements quickly & effectively resulting in greater success long term.

Main Challenges of Marketing Attribution

One common issue is data silos. Without an integrated platform that pulls together data from all channels (e.g., website visits, social media posts, emails, etc.), it can be difficult for businesses to gain a comprehensive view into each customers’ journey leading up to a conversion or sale — this makes it hard for companies to accurately measure ROI from different strategies and tactics . Additionally , some platforms may not track certain types of customer behavior or provide enough granular data for effective measurement – meaning some key insights may be left out when analyzing results & making decisions accordingly.

Another problem is that many campaigns don’t close in single customer journeys — visitors often come back multiple times before making a purchase, so understanding the full process requires tracking multiple individual paths simultaneously. In some cases, customers take months before deciding to convert — this further complicates matters and means that businesses need reliable systems in place which can trace & assign credit appropriately over long periods of time.

In addition, there is debate as to which model of marketing attribution should be used based on factors such as budget size and desired outcomes since different models emphasize various aspects in more detail than others —single-touch (also known as first-touch), multi-touch (also called linear), time decay (sometimes referred to as U-shaped), position-based and custom model (which combines aspects from multiple methods). Finding the most appropriate type for a particular business requires careful consideration depending on internal needs & goals.

Finally, companies must take care not to rely too heavily on just one metric when assessing performance since this could lead crucial details about customers’ buying behaviors being overlooked. It is important for organizations to consider all interactions across channels before jumping into conclusions — this includes looking at things such as page views, purchases made but not completed, cart abandonment rates and the like.

Overall, although challenging, utilizing marketing attribution tools can yield enormous benefits when done correctly — allowing companies measure ROI & refine spending habits effectively while gaining valuable insight into what combination of strategies generate the highest returns. This helps businesses stay ahead of their competition by investing smarter instead relying solely on guesswork or outdated simplified models and approaches.

The Growing Role of Virtual Reality in Ecommerce

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What is Virtual Reality and How Can It Be Used in Ecommerce?

Virtual reality (VR) is an immersive environment that uses digital technologies to simulate physical objects and locations, creating an artificial 3D world. This technology has been used for years in gaming and entertainment, but it is now making its way into the ecommerce field. In this article, we will explore how virtual reality can be used to benefit ecommerce businesses, as well as the potential challenges they may face when implementing VR. There is no doubt, that virtual reality in ecommerce is growing, and will become much more prominent in the future. So the importance of brands to consider how to use this technology for both ecommerce and digital marketing is indeed growing.

The Benefits of VR for Ecommerce

Virtual reality has many potential benefits for ecommerce businesses. One of the main advantages of using VR is that it can create a more immersive shopping experience. For example, customers can easily view a product from multiple angles without having to physically move around or pick up the product. This can help customers make more informed decisions about their purchase. Additionally, VR can be used to create interactive experiences such as giving customers the ability to virtually try on products before buying them, thus eliminating any uncertainty about how something will look or fit on them. By creating virtual showrooms where people can explore products up close and personal, companies can make the buying process more engaging and appealing.

Another advantage of VR for ecommerce businesses is that it can reduce costs by reducing the need for physical store space and staff. Instead of having a shop with shelves filled with products, retailers can use virtual reality environments to showcase their goods. Furthermore, since everything takes place digitally via the internet, retailers don’t need to worry about stocking inventory or managing employees.

Advertising Through Virtual Reality

Immersive advertising is one of the most innovative ways companies are using VR today and this is indeed an avenue which will grow on a continuous basis. Instead of showing customers static ads, immersive ads allow them to interact directly with the product or service being advertised in real-time. This could involve experiencing what it’s like using the product or exploring different environments related to the brand itself; which all adds up to creating an unforgettable experience that’s sure to leave longer lasting impressions than traditional marketing tactics ever could.

Online marketeers have for the past few years been “stuck” with a certain set of marketing channels, which have in fact only gotten more expensive and complex over time. These channels have in particular been paid search marketing, paid shopping, paid social marketing, SEO, programmatic display marketing, referral marketing, e-mail marketing, affiliate marketing, influencer marketing, PR and offline marketing. Immersive advertising through virtual reality could be the next big channel that online marketeers will be exploring over time, but the pace of the usage will of course depend on the adoption of the overall industry. One thing is for certain, it will become a large marketing channel eventually – otherwise it doesn’t make any sense that Meta at this moment in time is deploying most of their resources on the Metaverse, which is a platform in which they expect a large part of their ad revenue to come from in the future.

Potential Challenges Faced When Implementing VR

While there are numerous benefits associated with implementing virtual reality in ecommerce business models, there are also some potential challenges that should be considered before taking the plunge into this new technology. Firstly, many users may not have access to appropriate hardware or software needed to take full advantage of the virtual reality experience offered by certain websites or platforms. Therefore businesses must consider strategies on how they intend to make these tools available to their customers if they choose to implement them in their operations. The overall digital infrastructure that we’re seeing in even the developed world has also not been ready for a large scale virtual reality ramp up in the past years; however, with the introduction of more AI technologies, a faster roll-out of 5G on a global basis, etc., we will see the adoption of the technology pace up in the coming years – more thoughts on the megatrends of 2023 can be found here.

In addition, there may also be unforeseen technical issues that arise when trying to integrate virtual reality into existing operating systems or frameworks which could lead to significant delays or financial losses if not addressed promptly. Finally, given that many users are still unfamiliar with how virtual reality works and its various applications due to its relative novelty compared other technologies currently available on the market today; companies may have difficulty convincing consumers about its value proposition compared other less expensive alternatives like traditional web-based shopping experiences..

Conclusion

While there are many benefits associated with utilizing virtual reality in ecommerce businesses such as increased immersion for customers and reduced overhead costs for retailers; there are also several challenges that must first be addressed such as accessibility issues related hardware/software availability and technical integration difficulties as well as consumer education concerns surrounding consumer awareness about this technology’s value proposition versus traditional methods of online shopping. Virtual Reality will become a large ecommerce channel – and digital marketing channel – on a prospective basis, but the pace completely depends on the consumer adoption speed of the technology and the associate software.

How To Do Online Marketing in Japan: A Simple Guide

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Entering an Asian marketing can seem overwhelming for many, and online advertising in Asia is indeed different from online advertising in Europe and the US in several different ways. These differences can be attributed to cultural, economic, and technological factors that vary between the two regions. In this article, I’ll outline the largest differences between advertising in Asia and Europe/US, what to consider when advertising in Japan, and how the largest social network in Japan (Line) can be used for advertising.

How does advertising differ between Asian and Europe/US?

One of the biggest differences between online advertising in Asia and Europe/US is the level of mobile usage. In Asia, mobile usage is higher than in Europe and the US, with many consumers relying on their smartphones as their primary means of accessing the internet. This means that businesses in Asia need to focus on mobile-optimized advertising, such as mobile-friendly websites and mobile apps. In contrast, in Europe, desktop usage is still more prevalent, therefore advertisers may also focus on website advertising and less on mobile-optimized advertising.

Another key difference between online advertising in Asia and Europe/US is the platforms and channels that are popular in each region. In Asia, social media platforms such as WeChat, Line, and KakaoTalk are widely used, while in Europe and the US, Facebook and Instagram are the most popular. Additionally, e-commerce platforms like Alibaba and Rakuten are popular in Asia, while Amazon and eBay are more popular in Europe. These differences mean that businesses in Asia need to focus on advertising on these local platforms, whereas businesses in Europe and the US have more options and can also focus on global platforms.

Cultural differences also play a role in online advertising in Asia and Europe/US. In Asia, advertisements tend to be more subtle and rely on building trust with consumers over time. In contrast, in Europe, advertisements tend to be more direct and focused on creating a sense of urgency. Additionally, in Asia, it is important to respect cultural norms and be aware of the social and economic climate when creating ads, whereas in Europe and the US, the cultural differences are not as significant.

Language is also an important consideration in online advertising in Asia. Many Asian countries have their own languages, and businesses need to ensure that their advertisements are translated and localized to effectively reach their target audience. In Europe and the US, there are many languages but most of them are spoken in small regions, whereas in Asia, there are fewer languages but spoken by a larger population. In Europe and the US, most people do also communicate in English, meaning that you can target consumers across various marketing with English ads – this is not possible to the same extent in Asia.

What is important to consider when doing advertising in Japan?

Online marketing in Japan is a rapidly growing industry, with businesses of all sizes leveraging the internet to reach consumers. The main online marketing channels in Japan include search engines, social media, e-commerce marketplaces, and e-mail marketing.

Search engines are one of the most popular online marketing channels in Japan, with Google being the most widely used search engine. Businesses can use search engine optimization (SEO) techniques to improve their search engine rankings and drive more traffic to their websites organically, or by doing PPC advertising on the search engines. Yahoo is, however, also widely used in Japan, meaning that you should ideally be using both search engines to get the full reach of the population through this respective channel.

Social media is another popular online marketing channel in Japan, with platforms such as Facebook, Twitter, and Instagram being widely used. Businesses can use social media to engage with their target audience, build brand awareness, and drive website traffic. Platforms like Instagram, TikTok and YouTube are also popular among the younger generations. However, Line, a messaging app, is commonly used in Japan and can be utilized for businesses’ messaging and customer service. This is the most locale social network in Japan that you should be aware of, and should be a channel that you explore from the very beginning if you are to enter the Japanese market.

E-commerce marketplaces is also a key online marketing channel in Japan if you’re optimizing for visibility, with platforms such as Rakuten and Yahoo! Shopping being widely used. These platforms allow businesses to sell their products directly to consumers, and can be an effective way to increase sales and revenue. E-commerce websites can also be used to gather customer data, which can be used to improve marketing strategies.

E-mail marketing is another popular online marketing channel in Japan, with open-rate and click-through rates being higher than what you on average see in Europe and the US. Businesses can use e-mail marketing to stay in touch with customers and promote new products or services. E-mail marketing can be used to create targeted campaigns, which can be segmented based on demographics, purchase history, or other data.

In addition, Influencer Marketing has recently grown in popularity in Japan. Many Japanese consumers trust influencers and celebrities more than what you see in European countries and the US, so brands often collaborate with them to promote their products and services. Influencers can create sponsored content, review products, and host giveaways, which can help to increase brand awareness and drive sales.

Overall, online marketing in Japan is a dynamic and rapidly evolving industry, with new technologies and channels emerging all the time. Businesses can use a combination of these channels to reach and engage with their target audience, build brand awareness, and drive sales. However, it is important to note that each channel has its own unique set of benefits and challenges and it is important to select the right channels based on the target audience, budget, and goals of the campaign. Line and Yahoo! are the two largest, local platforms that you should be aware of, and in the next section I’ll also add a small deep dive on how you can use Line for advertising.

Different ways to use Line for promoting your business

Line is a popular messaging app in Japan, with over 81 million active users. As such, it has become an important platform for businesses to reach their target audience. Here are some ways businesses can use Line for advertising in Japan.

  1. Line Sticker Ads: Line offers businesses the opportunity to create and promote their own stickers, which are animated images that can be used in conversations. These stickers can be used to promote a brand or product, and can be a fun and engaging way to reach users.
  2. Line Official Account: Line also allows businesses to create an official account, which users can follow to receive updates and promotions from the business. This can be a great way to build a following and stay in touch with customers.
  3. Line Live: Line Live is a live streaming feature that allows businesses to connect with their audience in real-time. This can be a great way to showcase products, host Q&A sessions, or provide behind-the-scenes access to a business.
  4. Line Ads: Line also offers a variety of ad formats, such as sponsored messages, home screen ads, and sponsored stickers. These ads can be targeted to specific demographics, interests, or behaviors, and can be a great way to drive sales or website traffic.
  5. Line Campaigns: Businesses can also create campaigns on Line, which can include a combination of different ad formats, such as stickers, official accounts, and sponsored messages. These campaigns can be used to promote a specific product or event, and can be a great way to reach a large audience.

It is important to note that Line’s advertising platform is only available in Japan, so businesses outside of the country will not be able to advertise through the platform. Additionally, Line’s advertising platform is only available in Japanese, so it is important for businesses to have a good understanding of the language and culture in order to effectively reach their target audience.

In conclusion, Line is a powerful advertising platform in Japan that can be used to reach a large and engaged audience. Whether through Line Sticker Ads, Line Official Accounts, Line Live, Line Ads, or Line Campaigns, businesses can use the platform to promote their brand and drive sales. However, it is important to understand the language and culture of Japan and tailor your strategy to the local market.

The Power of Referral Marketing: Best Practice Examples

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In this article, we’ll explore what referral marketing is, how it can be used, and which brands have been highly successful in using this respective marketing strategy.

What is a referral marketing program?

A referral program is a marketing strategy used by e-commerce businesses to encourage existing customers to refer new customers to the business. This can be done by offering incentives, such as discounts or free products, to customers who refer new customers to the business.

There are several benefits to implementing a referral program in an e-commerce business. Firstly, referral marketing is one of the most cost-effective ways to acquire new customers. By offering incentives to existing customers, businesses can encourage them to refer their friends and family to the business, which can lead to a significant increase in customer acquisition.

Additionally, referral marketing can also lead to an increase in customer retention. When existing customers refer new customers to the business, they are effectively vouching for the business, which can lead to increased trust in the brand. This can lead to increased customer loyalty, as customers will be more likely to return to the business in the future.

Another benefit of referral marketing is that it can lead to an increase in brand awareness. When customers refer new customers to the business, they are effectively spreading the word about the business to their friends and family. This can lead to increased visibility for the business, which can ultimately lead to more customers.

What referral marketing offer mechanisms can be used?

When it comes to implementing a referral program, there are several different strategies that businesses can use. One popular strategy is to offer a discount or free product to customers who refer new customers to the business. This can be a simple and effective way to encourage customers to refer new customers.

Another strategy is to offer a rewards program, where customers can earn points or cash back for referring new customers to the business. This can be a more complex strategy, but it can be highly effective in encouraging customers to refer new customers.

Another strategy is to offer a customer referral program through social media platforms, such as Facebook or Instagram. This can be a great way to reach a larger audience and can be particularly effective for businesses that sell products that are popular on social media.

Basically, a referral program is a powerful marketing strategy for e-commerce businesses looking to acquire new customers, increase customer retention, and increase brand awareness. By offering incentives to existing customers to refer new customers to the business, businesses can effectively leverage the power of word of mouth to grow their customer base and increase revenue. With the right strategy in place, referral programs can be a highly effective way to drive growth and success for e-commerce businesses of all sizes.

Which brands have launched successful referral programs?

Dropbox

One of the most successful referral programs in recent years was launched by Dropbox. The company offered existing customers an additional 500MB of storage space for every new user they referred to the service. This strategy proved to be extremely effective, with Dropbox reporting that 35% of its new users were referred by existing customers. This referral program helped Dropbox to quickly grow its user base and gain a competitive edge in the crowded cloud storage market.

Uber

Another company that has had great success with its referral program is Uber. The ride-sharing company offers existing customers a free ride credit for every new user they refer to the service. This strategy has helped Uber to quickly grow its user base and become one of the most successful ride-sharing companies in the world. In addition to its referral program, Uber has also implemented referral marketing campaigns on social media platforms like Facebook and Twitter, which have also contributed to its success.

Airbnb

Another company that has had great success with its referral program is Airbnb. The company offers existing customers a credit for every new user they refer to the service. This strategy has helped Airbnb to quickly grow its user base and become one of the most successful online marketplace for renting homes.

Evernote

Yet another company that has had great success with its referral program is Evernote. The company offers existing customers an additional month of premium service for every new user they refer to the service. This strategy has helped Evernote to quickly grow its user base and become one of the most popular note-taking apps.

Key factors for succeeding with referral marketing

A key factor that has contributed to the success of these referral programs is the incentives that are offered to existing customers. By offering valuable rewards for referring new customers, these companies have been able to effectively motivate their existing customers to spread the word about their services. Additionally, the referral programs are easy to understand and simple to participate in, which has also contributed to their success.

Another important aspect that has contributed to the success of these referral programs is the way in which they have been integrated into the overall marketing strategy of the companies. For example, Uber and Airbnb have effectively used referral marketing campaigns on social media platforms to reach a larger audience and drive more referrals. Similarly, Dropbox has integrated its referral program into its user onboarding process, making it easy for new users to refer their friends and family to the service.

In conclusion, referral programs have proven to be highly effective for many online companies. Companies such as Dropbox, Uber, Airbnb, and Evernote have had great success with their referral programs, which have helped them to quickly grow their user base and gain a competitive edge in their respective markets. By offering valuable incentives to existing customers, making the process easy to understand and integrating referral program into the overall marketing strategy companies can achieve great success.

The Basics of Semrush: How To Use Semrush for SEO

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SEMrush is a comprehensive tool that offers a wide range of features for analyzing and optimizing websites, and covering all aspects of it would require the development of a very long article! However, here I’ll provide an overview of some of the key features of SEMrush and how they can be used to improve your website’s performance. For further insights into other SEO Tools that you can explore, I suggest you read these articles: Best Search Engine Optimization (SEO) Tools For E-Commerce and Which SEO Tools To Use in 2023.

Keyword Research

SEMrush has a keyword research tool that allows you to find the best keywords to target for your website. You can enter a seed keyword and SEMrush will provide you with a list of related keywords, their search volume, CPC, and competition. With this information, you can determine which keywords are most valuable to your business and optimize your content accordingly.

Organic Research

SEMrush’s Organic Research tool allows you to analyze any website’s organic search traffic and top organic search keywords. With this information, you can identify which websites are driving the most traffic to your competitors and create a strategy to outrank them. Additionally, you can also use the Organic Research tool to identify which pages on your own website are generating the most traffic and optimize those pages for better performance.

Backlink Analysis

SEMrush’s Backlink Analysis tool allows you to analyze any website’s backlink profile. With this information, you can identify which websites are linking to your competitors and reach out to them to secure backlinks for your own website. Additionally, you can also use the Backlink Analysis tool to identify which pages on your own website have the most backlinks and optimize those pages for better performance.

Position Tracking

SEMrush’s Position Tracking tool allows you to track your website’s search engine rankings for specific keywords. With this information, you can identify which keywords your website is ranking well for and which keywords you need to optimize for better performance. Additionally, you can also use the Position Tracking tool to track your competitors’ search engine rankings and identify which keywords they are targeting.

Site Audit

SEMrush’s Site Audit tool allows you to analyze your website for technical SEO issues and provide recommendations for how to fix them. With this information, you can ensure that your website is fully optimized for search engines and improve its performance.

PPC Research

SEMrush’s PPC Research tool allows you to analyze your PPC campaigns and those of your competitors. With this information, you can identify which keywords and ad copy are driving the most conversions and optimize your own campaigns accordingly.

Display Advertising

SEMrush’s Display Advertising tool allows you to research and analyze display advertising campaigns. With this information, you can identify which websites and placements are driving the most conversions and optimize your own campaigns accordingly.

Social Media

SEMrush’s Social Media tool allows you to research and analyze social media campaigns. With this information, you can identify which social media platforms and posts are driving the most engagement and optimize your own campaigns accordingly.

In conclusion, SEMrush is a comprehensive tool that offers a wide range of features for analyzing and optimizing websites. By using the various features of SEMrush, you can perform keyword research, analyze your website’s backlink profile and organic search traffic, create content that resonates with your audience, track your website’s search engine rankings, identify technical SEO issues, and research and analyze PPC, Display Advertising and Social Media campaigns. However, it’s important to note that this is just a brief overview of SEMrush’s capabilities: To get insights on all of its features and how to use them effectively, I suggest you read the guidelines within the Semrush platform itself.

The Basics of Ahrefs: How To Use Ahrefs for SEO

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Ahrefs is a powerful tool for analyzing and optimizing websites. It offers a wide range of features that can help you improve your website’s search engine rankings, drive more traffic, and increase revenue. In this article, we will discuss some of the key features of Ahrefs and how to use them to improve your website’s performance. If you want to know about other SEO Tools that you can explore, I suggest you explore these articles: Best Search Engine Optimization (SEO) Tools For E-Commerce and Which SEO Tools To Use in 2023.

Keyword Research

Ahrefs has a keyword research tool that allows you to find the best keywords to target for your website. You can enter a seed keyword and Ahrefs will provide you with a list of related keywords and their search volume, CPC, and competition. With this information, you can determine which keywords are most valuable to your business and optimize your content accordingly.

Site Explorer

Ahrefs Site Explorer is a tool that allows you to analyze any website’s backlink profile, organic search traffic, and top organic search keywords. With this information, you can identify which websites are linking to your competitors and reach out to them to secure backlinks for your own website. Additionally, you can also use the Site Explorer to identify which pages on your own website are generating the most traffic and optimize those pages for better performance.

Content Explorer

Ahrefs Content Explorer is a tool that allows you to search for content on any topic and find the most popular and authoritative articles. With this information, you can identify which topics are currently resonating with your audience and create content that addresses those topics. Additionally, you can also use the Content Explorer to identify which pieces of content are driving the most traffic to your competitors’ websites and create similar content for your own website.

Position Tracker

Ahrefs Position Tracker is a tool that allows you to track your website’s search engine rankings for specific keywords. With this information, you can identify which keywords your website is ranking well for and which keywords you need to optimize for better performance. Additionally, you can also use the Position Tracker to track your competitors’ search engine rankings and identify which keywords they are targeting.

Alerts

Ahrefs Alerts is a tool that allows you to set up notifications for specific events, such as when a competitor’s website gains a new backlink or when a specific keyword’s search volume changes. With this information, you can stay on top of the latest developments in your niche and adjust your strategy accordingly.

Domain Comparison

Ahrefs Domain Comparison tool allows you to compare your website’s backlink profile, organic search traffic, and top organic search keywords with your competitors. With this information, you can identify which areas your website is outperforming your competitors in and which areas you need to improve.

Batch Analysis

Ahrefs Batch Analysis tool allows you to analyze up to 200 URLs at a time. With this feature, you can quickly analyze a large number of pages on your website or your competitors’ websites and identify which pages are performing well and which pages need to be optimized.

In conclusion, Ahrefs is a powerful tool that can help you improve your website’s search engine rankings, drive more traffic, and increase revenue. By using the various features of Ahrefs, you can perform keyword research, analyze your website’s backlink profile and organic search traffic, create content that resonates with your audience, and track your website’s search engine rankings. Additionally, by setting up alerts and using the domain comparison and batch analysis tools, you can stay on top of the latest developments in your niche and adjust your strategy accordingly.

Which SEO Tools To Use in 2023

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Search engine optimization (SEO) is crucial for any business that wants to be found online. As we head into 2023, there are a number of SEO tools that can help businesses improve their search engine rankings and drive more traffic to their websites. Here are some of the best SEO tools to use in the coming year.

1. Google Analytics

First on the list is Google Analytics. This free tool from Google allows you to track the performance of your website, including how many visitors you’re getting, where they’re coming from, and what pages they’re visiting. With Google Analytics, you can also set goals for your website and track how well you’re achieving them.

2. Semrush

Another essential SEO tool is SEMrush. This all-in-one marketing toolkit allows you to track your search engine rankings, analyze your competitors, and identify keywords that will help you improve your search engine rankings. SEMrush also offers a variety of other features, including backlink analysis, site audit, and content marketing tools. For more information about Semrush and its functionalities, you can explore the following article: The Basics of Semrush: How To Use Semrush for SEO.

3. Ahrefs

Thirdly, Ahrefs is a powerful SEO tool that allows you to track your backlinks, analyze your competitors, and identify keywords that will help you improve your search engine rankings. Ahrefs also offers a variety of other features, including site audit, content research and a keyword explorer. For more information about Ahrefs and its functionalities, you can explore the following article: The Basics of Ahrefs: How To Use Ahrefs for SEO.

4. MOZ Pro

Another important SEO tool is Moz Pro. This all-in-one SEO platform allows you to track your search engine rankings, analyze your competitors, and identify keywords that will help you improve your search engine rankings. Moz Pro also offers a variety of other features, including link building, site audit, and keyword research tools.

5. Majestic

A fifth tool is Majestic, a backlink analysis tool that allows you to track your backlinks, analyze your competitors and identify new link building opportunities. Majestic also offers a variety of other features, such as the ability to track historical data, and a link intelligence API that allows you to integrate the tool into your own workflow.

These are just a few of the many SEO tools that are available for businesses to use in 2023. When selecting which tools to use, it’s important to consider your budget, the specific needs of your business, and how easy the tools are to use. By using a combination of these tools, you’ll be able to gain a deeper understanding of your website’s performance and take steps to improve it.

In conclusion, SEO is a vital aspect of digital marketing and staying ahead of the curve in 2023 will require the use of the right tools. Google Analytics, SEMrush, Ahrefs, Moz Pro and Majestic are some of the best tools available to improve your website’s search engine rankings and drive more traffic to your website. These tools offer a variety of features and functionalities that can help you understand your website’s performance, analyze your competitors, and identify new opportunities for growth. By selecting the right tools for your business, you’ll be able to take the necessary steps to improve your website’s search engine rankings and drive more traffic to your website in 2023.

How To Optimize Your E-Commerce Website Speed

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Website speed is a critical factor in e-commerce, as it can significantly impact a business’s bottom line. A fast-loading website can lead to increased conversion rates, higher customer satisfaction, and better search engine rankings. On the other hand, a slow website can lead to lost sales, frustrated customers, and poor search engine visibility. In this article, we will go through how to optimize your e-commerce website speed by first exploring the importance of website speed in e-commerce and how businesses can optimize their website to improve performance.

Enhanced Conversion Rates

First, let’s look at the impact of website speed on conversion rates. A study by Akamai Technologies found that a delay of just one second in page load time can lead to a 7% reduction in conversions. This means that a business with a website that takes 5 seconds to load could be losing 35% of potential sales due to slow page load times. Additionally, a study by Google found that 53% of mobile users will leave a website that takes longer than 3 seconds to load. This highlights the importance of website speed for businesses that want to convert visitors into customers.

Improved Customer Satisfaction

Website speed also plays a role in customer satisfaction. A slow-loading website can lead to frustration and dissatisfaction among customers. This can lead to negative reviews, social media complaints, and a decrease in brand loyalty. On the other hand, a fast-loading website can lead to a positive customer experience, which can lead to increased brand loyalty and repeat customers.

Better Search Visibility

Finally, website speed is a critical factor in search engine optimization (SEO). Google and other search engines use website speed as a ranking factor in their algorithms. This means that a fast-loading website is more likely to rank well in search engine results pages (SERPs), while a slow-loading website is more likely to be buried in the SERPs. This can lead to a decrease in organic traffic, which can significantly impact a business’s bottom line.

So, how can businesses optimize their website speed? Here are a few tips:

  1. Optimize images: Images can take up a significant amount of space on a website and can slow down page load times. Optimizing images by reducing their file size can significantly improve website speed.
  2. Use a content delivery network (CDN): A CDN can help to distribute website content across multiple servers, which can help to reduce page load times.
  3. Minimize the use of scripts and plugins: Scripts and plugins can add functionality to a website, but they can also slow down page load times. Minimizing the use of scripts and plugins can help to improve website speed.
  4. Use a website speed testing tool: There are various website speed testing tools available, such as Google PageSpeed Insights, that can help businesses identify issues that are impacting website speed.
  5. Keep software and plugins updated: Outdated software and plugins can also slow down website speed. Keeping software and plugins updated can help to improve performance.
  6. Optimize the code: Optimizing the code of the website can help to improve the website speed.

In conclusion, website speed is a critical factor in e-commerce. A fast-loading website can lead to increased conversion rates, higher customer satisfaction, and better search engine rankings. On the other hand, a slow website can lead to lost sales, frustrated customers, and poor search engine visibility. Businesses can optimize their website speed by optimizing images, using a content delivery network, minimizing the use of scripts and plugins, using website speed testing tools, keeping software and plugins updated and optimizing the code. By taking the time to optimize website speed, businesses can improve their bottom line and provide a better customer experience.

How To Build A Startup: 10 Entrepreneurial Learnings to Consider

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Building a company from scratch can be highly exciting and terrifying at the same time. The path of entrepreneurship is unique for everyone, and the journey from creation to success varies from individual to individual. However, based on all the entrepreneurial brand launches we’ve had at Blazar Capital (a Copenhagen based D2C brand incubator), and based on my own entrepreneurial journey with co-creating Blazar Capital a well as other brands, there are some determinants that I believe are of utmost importance in order to increase the probability of creating a successful business – regardless of whether you are a first time, second time or third time entrepreneur. This article does therefore serve to go through how to build a startup from scratch based on reallife entrepreneural learnings.

1 – Passion is everything

Being passionate about what you are doing determines whether you will succeed or not in your entrepreneurial endeavors. Period. For most, entrepreneurship is not a sprint, and it’s not ‘just’ a marathon – it is an extreme sport. This means that if you don’t have the necessary passion, drive and energy towards the project you’re pursuing, the probability of your energy dissolving and you burning out will just become larger the further you get into the project. There’s no such thing as an easy path to entrepreneurial success, and I’ve rarely met any entrepreneurs who haven’t faced major challenges and struggles along the way during some stages of their journey. This is where resilience, persistency, and relentlessness come into the picture – something which isn’t easy to uphold if a genuine passion for the project isn’t present. However, there must be a balance between your passion and the business opportunity you seek to capitalize on. Even if the passion is there, one must ask themselves whether entrepreneurship is the right thing to pursue in the first place, and whether the business idea itself is objectively justified by the business opportunity itself. If you don’t have the passion to dedicate everything to your project, then it might not be worth exploring much regarding how to build a startup in the first place.

2 – Focus on the team

When commencing your entrepreneurial journey, it is essential that you have the right team and partners around you. If you are looking to build a startup together with others, it is important that you carefully select the right partners from the beginning. There’s no doubt that it is always a good idea to find one or more co-founders who have a complementary skillset to yours, rather than co-founders who possess a similar or closely related skillset. You have to remember that building a business from scratch requires a lot of interdisciplinary workstreams to be pursued, and in most cases, you won’t have the skills and/or experience to do everything by yourself – especially not when the company starts to develop and grow in size. Hence, a team that complement each other’s knowledge, skills and experience is important. And don’t forget, although entrepreneurship can be emotional and challenging, it is also one of the most engaging and fun endeavors you can experience – so make sure that you have people around that you’ll have a great and memorable time with, both during and after working hours.

3 – Establish an execution culture

Continuous execution is paramount for building momentum in a startup – especially in the early phases of the journey. In order to build an effective and efficient organization from a cultural perspective, you must combine a continuous strong sense of urgency in the daily execution with a concurrent ability to prioritize adequately and give the important workstreams and decisions the right attention needed to derive the desired outcomes. Having a holistic overview of all activities in the business, while prioritizing and executing based on an ‘impact-first’ principle will make you operate more effective and efficiently. Perfection is, in my opinion, the true enemy of execution. So even though several workstreams and areas of focus need to be done in a ‘thought through manner’, where deep thinking and execution must go hand in hand, operating based on the 80/20 pareto principle is still of value in the early stages of a startup to ensure that the ball keeps rolling. Everything does not necessarily have to be 100% spot-on in a startup before you can execute the next important workstream or project.

4 – Understand your playing field

Believing that you have a good idea, while having a strong passion for that idea is as mentioned in point one of utmost importance; however, understanding the business opportunity itself is in my opinion of equal importance. Jumping into the life of entrepreneurship is a big step, so before taking the leap, make sure that you have conducted a comprehensive market analysis in relation to your idea, so you are sure that your idea and concept has a ‘reason to be’. If you are jumping into a market where there is little to no demand for your product or service, or where creating the marketing itself will be a highly comprehensive journey, then it might be healthy for you to take a step back to reflect and re-think the project you’re about to pursue. What might have been a good idea during a brainstorming session or a eureka moment during your sleep might not be that fruitful of an idea after all once you understand the opportunity more objectively and quantitatively.

In my opinion, it is ideal to ensure that your idea is organized around a product or service that operate in a large and growing market, where you can position yourself as a unique alternative to your competitors. You can get an understanding of your market by reading different industry and market reports online, talking to industry experts, or talking to some of your potential customers. Moreover, I believe that you have a strong advantage if your product or service solves a problem and has a high repeat purchase rate, regardless of which industry you operate in, and regardless of whether your idea is product or service-based.

5 – Establish a thought through business model

Make sure to establish a strong business model and strategy that you believe will create value for your customers based on your initial market analysis. Regardless of which type of company you are building, you must ensure that your business model is competitive and that you have a clear positioning relative to your competitors. Establishing a company has technically never been easer from a development point of view, but never been harder from a competitive point of view – so although you might have a smooth process in terms of going from nothing to something, and although you might have a clear plan of execution ready, the positioning and business model of your brand will be essential to gain a competitive advantage relative to other players in the industry.

6 – Create a clear sales and marketing strategy – and test

Establishing a comprehensive sales and marketing strategy helps you get a more clear picture of what it is you want to communicate to your potential customers and how you want to do it. It is always a good idea to test out many different marketing channels and sales strategies in the early stages of your business to understand where you get the highest return on your investments. Of course, the extent to which you can test different marketing strategies in the early phases of your journey depends on the capital that’s available in the business. Try different channels both online and offline, and pursue a data-driven approach to get an understanding of where the performance is the highest based on your core metrics that you define in advance of your tests.

Some channels that can be tested out as part of your marketing strategy could be search engine optimization, pay per click marketing, programmatic display marketing, social media marketing (organic and paid, referral marketing, e-mail marketing, affiliate marketing, influencer marketing and ambassadorships, public relations, offline marketing (based on an out of home approach), and the like.

7 – Find the right investor for both capital, network and knowledge

If your objective is to establish a business, where external capital will be a core lever for your prospective growth, then it is highly recommended to spend a significant time on finding the right investor – not just from a capital allocation point of view, but also from a knowledge and competencies point of view. Make sure that the investors that you involve in your business are able to support and advise in core aspects of your business, and always work towards not selling off equity too cheap throughout the journey – keeping in mind the right balance between when to commence the fundraising process and when capital will run out. Pushing the fundraising process to the very last minute to maximize the share value can also back-fire as you might end up against a wall when time is running out. The longer you can bootstrap the business, the more value you can create over time to raise capital from the ‘right’ investor.

If you raise too much capital too quickly, you risk giving up a large share of your company’s equity at a too early stage – which hence might reduce your control of the business. The lost control can potentially be to the point where you no longer feel it’s your business any longer. This will most likely impact your motivation negatively, thereby affecting the performance in a down spiraling trajectory. So in general: Avoid raising capital too early, at too low valuation and from investors who you don’t believe fit in the organizations. I’ve met many founders who made such mistakes in the past, and it can really tend to impact the motivation negatively, which is unhealthy in an entrepreneurial journey considering how hard and long such journey already is.

8 – Spend money as if you were one financing round earlier on your journey

Even though you might be raising a large amount of capital during some stages of your entrepreneurial journey, it is important not to burn more than what is necessary. It can be tempting – and easy – to simply start increasing your marketing spend, your branding budget, your product development budget, hiring more employees, etc. in order to see the topline grow on the short term. However, doing this on the basis of a large continuous burn is simply just not sustainable, and neither is it acknowledged to the same extent to what we saw in the years prior to the COVID-19 pandemic. Using capital based on the mindset that you are one round earlier that what might be the case in reality is therefore something that I highly recommend. So if you have raised a Series A, operate as if you had raised a seed round. If you have just raised a Series B, operate as if you had just raised a Series A. Deploy capital thoughtfully, in all avenues of the business.

9 – Drive your organization as if the time is running out

The time you have to drive and scale your organization is precious, which is why building a performance driven culture – in my opinion – is very valuable if you want to out-run your competitors. Developing a culture where people are working efficiently and almost are feeling as though “time is running out” can have a fruitful impact on the performance of the business. Of course, this is not meant in a way where people in the organization should feel as if they are under pressure – it is meant in a way where everyone in the organization run as fast as they can because they genuinely want to win the game. All value adding customer-facing initiatives which drive growth should always be deployed as quickly as possible after the employee(s) responsible for the change are comfortable with it being released – there’s no need to postpone such initiatives as it will just delay the launch of the next value-adding project. Of course, there will always be schedules in place, campaign plans to be followed, operational structures to considered, etc., but the mentality should always be that value-adding initiatives cannot get released too early.

10 – Build the right safety net before taking the entrepreneurial jump

This point is for the first time entrepreneurs. For the ones who are considering how to tackle there career from university and onwards. It’s a point that will not be applicable for all, but something which I personally found important: Build an academic and professional safety net before taking the entrepreneurial jump.

Of course, neither education nor experience is a prerequisite for becoming a highly successful entrepreneur. We all know about the university dropouts who anyhow became billionaires and changed the world in one way or another. However, I do believe that having an education and some professional experience gives you a strong advantage when jumping into the life of an entrepreneur. This is due to the following reasons:

  1. You will be better equipped to establish and grow a startup due to the knowledge you bring from your education and/or your previous professional experience (assuming your experience has been relevant in regards to your entrepreneurial endeavor);
  2. You will have more “ice in your stomach” as you will always have a safety net to fall back on in case your business fails (the worst case scenario suddenly isn’t that abad); and
  3. You will be a “safer” choice for investors, business partners, and the like to work with, increasing your chances of success a bit further compared to if your academic and professional backpack were to be empty (this is of course mostly valid

Moreover, I believe that the future of entrepreneurship to a large extent will become academic. Many of the highly demanded industries in which entrepreneurs are trying to build businesses are very complex – and hence require that you have a strong technical and professional background. That is regardless of whether you are building a business within E-commerce, DeepTech, FinTech, Analytics, MarTech, or the like. The academic experience will not necessarily have to come from universities – we see more and more talented individuals who’ve built their knowledge through available content on the internet, online courses, coaches, mentors and the like.

Native Advertising: A Guide On How To Integrate It Into Your Sales Funnel

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The Foundation

Native advertising has been around for a long time, and essentially one might consider something like Facebook or Twitter Ads native to their platforms as well – because the advertisement is placed among the organic content in the users feed – and thus native to the platform.

However, in Online Marketing Lingo we refer to Native Advertisement as, for instance, an “recommended for you” post at the bottom of a news article. Unlike display or banner ads – native ads don’t really look like ads, but rather like articles that are part of the editorial flow. This part is crucial for understanding the strategy behind running native ads. The key to a successful native advertisement is that it must be non-disruptive to what the user is trying to do on the platform, i.e consume high-quality content.

Understanding The Mindset of The User

Nobody goes to MSN or CNN to get bombarded with ads from a million different companies promoting their latest sale. Rather, they are looking to read and engage with interesting and value-adding articles

Therefore, that is exactly what you want to provide them with.

The Native Advertising Funnel

It comes without saying that after the user clicks on your advertisement, you will have to redirect them to an advertorial of yours – and NOT your brand page. Again, the users of these platforms are not interested in seeing your fancy branded landing page.

Now that we have cleared that, let’s move on to touch upon the strategies you can use on your advertorial.

Endorsements & Reviews

Every brand can scream and shout loudly about how great their brand and product is. However, in the mind of the consumer – everybody (without a strong brand) looks approximately the same, because they shout more or less the same things.

Therefore, instead of screaming about how great your product is, let others do the talking instead through endorsements and testimonials. This will enable the user, i.e your ideal customers, to trust your brand more – because other people have given it good reviews and endorsed it. For customer testimonials, you can showcase your reviews and score from review sites such as Trustpilot, Feefo, or Yotpo.

Calling Out The Problems and Needs of Your Audience

If your product or service solves a specific problem for your customers – be sure to call it out, both in the advertorial but also in the headline of your native ad if possible.

An example of this can be seen in the image beneath. The problem which Santander solves for their audience here is finding the money for home improvement projects – and the way they do it is to guide and teach their audience how they can get the best financing options.

Compare Your Product to Other Products in The Same Category, and Show Your Weaknesses

Showing where your product features fall short compared to the competition is not necessarily a bad thing to do in an advertorial. Instead, it will increase the trustworthiness of the advertorial (and publisher) as it shows that the advertorial is not biased and is trying to give a real and fair comparison to the user.

Likewise, you may include a section called “What our editorial team thinks about these products” as a way to give “expert-testimonials” about different products and where their respective strength and weaknesses are.

It goes without saying that both expert testimonials and rankings in product comparisons must stem from actual organic articles and real expert testimonials.

The Important Aspects of The Native Ad Itself

Before you twist, turn, and tweak your advertorial, you must first consider what the best approach is for getting users to actually visit the advertorial in the first place.

Here, you must have a strong focus on the copywriting in your ad and make sure that both the headline and the caption is “newsworthy”. Otherwise, what will end up happening, is that close to nobody will visit your advertorial in the first place.
Therefore, just as journalists spend a lot of time trying to come up with the best possible headline to capture eyeballs and get people to click, so shall you when making your ad.

Likewise, as there exists no such thing as a silver bullet in marketing – one shall keep testing different variations of creatives, headlines, descriptions, etc – until the best possible combination have been found. Luckily the advertising platforms provide A/B testing tools to help you in this process.

Remember, once again, that the placement of your ad is together with countless other articles and news, and thus your ad must blend in with the content of the platform.

For an overview of other types of marketing channels, I recommend that you visit the following page.