What happens when 41.5% of website visitors reject cookies? 🍪Recently looked up some stats in one of the consent banner providers, and found out that across 45,882 consent decisions, 58.5% of users granted at least some consent, while 41.5% rejected all optional cookies.
This rejection rate creates a significant measurement gap. Activity from...
I was looking through my old digital marketing article from 2011 on PPC advertising. Back then, the debate was simple: Are agency commissions on PPC ads scalable, and is manual keyword management effective?
In that era:
PPC advertising largely meant exact-match keyword strings (e.g., "buy leather shoes").
Success depended on...
In Australia, 4% of mobile Google searches end without a click. That sounds like an SEO statistic. In reality, it is a go-to-market measurement problem.
If a potential customer can encounter your company, understand its positioning and get an initial answer without visiting your website, then traffic can no longer represent the full...
Over the past 19 years, I have worked with small businesses, growth-stage companies and international enterprise vendors. Some had internal marketing teams, while others relied on founders, freelancers or agencies. A few had plenty of marketing activity but no one clearly responsible for deciding how it should all work together.
I have...
For years B2B digital marketing followed a reasonably predictable model: a potential customer had a problem, searched Google, clicked several results, visited vendor websites, downloaded content, compared options and eventually spoke to sales.
Marketing teams built their acquisition strategies around this journey. SEO generated rankings and...