B2B Marketing Trainer and Consultant
The "Paradox of the Second Page" suggests that ranking lower on Google may provide more traffic than being at the top of the first page due to AI and ads dominating the search results. While intuitively paradoxical, data shows most users don’t click to the second page, challenging this theory's validity.
The article discusses a common issue where Mailchimp test emails are flagged as phishing by Gmail due to unresolved merge tags like |UNSUB| and |ARCHIVE|. This miscommunication can disrupt workflow, wasting time for marketers. As a solution, the author suggests duplicating campaigns and sending to a test audience to bypass security filters.
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Edolo, a town in Valcamonica, hosts the Università della Montagna, focusing on sustainability. Professor invites local organic farmer Gabriele Colombini to share insights on overcoming challenges in communicating the value of artisanal cheese. Students develop innovative strategies to connect Gabriele’s authentic products with conscious consumers, emphasizing integrity and tradition over industrialization.
Matching links and buttons to landing pages is essential for maintaining user trust and engagement. When the content aligns with the initial expectation set by CTAs, it reduces confusion, enhances brand authority, and optimizes conversion rates. A seamless transition helps prevent users from bouncing away and supports the overall customer journey.
The recent interaction between McDonald's and Burger King highlights key communication lessons. McDonald's CEO's small bite of the "Big Arch" burger triggered backlash, while Burger King countered with an enthusiastic response. This episode underscores the importance of strategic communication, credibility, language choice, and timing in shaping brand perception and engagement.
Starting this March, I will teach "Web Communications" at UNIMONT, Università degli Studi di Milano. The course emphasizes practical strategies for mountain-specific digital communication, integrating real-world cases, AI's role as an assistant, and data-driven decision making. I aim to empower students to maintain local authenticity while embracing modern techniques.
A poor user experience often stems from small, preventable errors. A recent example involved Bosch sending a perfectly localized email in English, but the linked landing page was in German. This mismatch undermines user trust and highlights the importance of end-to-end localization. Always verify links to avoid costly mistakes.
On May 22nd, 2025, I spoke at Zehnder Group International AG in Gränichen, Switzerland, on "AI & Marketing," hosted by the University of Strasbourg. The event attracted a vibrant audience from Zehnder Group and CAWEB Master's students. I appreciated the engaging questions and the efforts of organizers Renate De La Paix and Benjamin Marquardt.
Image slideshows on homepages can harm user experience and SEO. They increase loading times, often go unnoticed by users, confuse search engine crawlers, distract from main calls to action, create poor mobile experiences, and contribute to cognitive overload, ultimately reducing engagement and effectiveness.
Users are increasingly skilled at detecting AI-generated content, risking brands' trust, credibility, and image. This perception may result in decreased engagement and negative backlash. To mitigate these issues, brands should prioritize authenticity, transparency, quality, and maintain a human touch while developing clear internal guidelines that align with audience expectations.
Image slideshows on homepages can harm user experience and SEO. They increase loading times, often go unnoticed by users, confuse search engine crawlers, distract from main calls to action, create poor mobile experiences, and contribute to cognitive overload, ultimately reducing engagement and effectiveness.
The article contrasts startups with small and medium enterprises (SMEs), highlighting their operational phases, investment risks, funding approaches, and business objectives. Startups aim for rapid growth and innovation, often facing higher risks, while SMEs target steady growth in established markets with more stable expectations and financing methods.
The post discusses the optimal positioning of social icons on web pages, highlighting the best placements for various page types, common mistakes in their placement, and strategies to enhance their effectiveness in the customer journey. The author invites reader opinions on the topic, acknowledging potential controversy.
It is essential to thoughtfully determine the optimal times to show a website's "Subscribe to Our Newsletter" pop-up to enhance its conversion rate and decrease the website bounce rate.I recommend doing nothing until the user shows some level of engagement. On the first visit, wait 40-60 seconds or until the user reaches the end of the... Continue Reading →
Startup CEOs must prioritize guiding their company to the next growth phase, avoiding distractions such as self-promotion or juggling multiple jobs. While some leisure is acceptable, the startup should remain the CEO's primary focus. Commitment to the venture is crucial, as lack of dedication can lead to failure.
Using PDF documents on websites is discouraged, except for legal contexts. They are not mobile-friendly, challenging to navigate, and problematic for visually impaired users. Such documents can lead to frustrating experiences when accessing restaurant menus or company flyers.
When running remarketing or retargeting campaigns, exclude current customers to avoid frustrating them with ads for recently purchased products. While some marketers suggest targeting them for repeat purchases with personalized ads, the potential negative brand impact from not following best practices outweighs any benefits. Understanding the nuanced definitions of remarketing and retargeting is essential.
The consultant emphasizes the importance of addressing only acknowledged problems with clients, warning against trying to educate those who are unaware or unwilling to confront deeper issues. This approach may lead to conflict and misunderstandings. He recounts an interview experience demonstrating the risks of prioritizing strategic insights over the client's immediate concerns, resulting in missed opportunities.
To enhance email and SMS marketing effectiveness, differentiate the sender identity from that used for technical communications, support, or billing. This avoids customer confusion and prevents them from unsubscribing or marking messages as spam, thereby protecting the integrity of your future communications.
Franco Folini is a marketing trainer and consultant with a background as an e-commerce entrepreneur in Silicon Valley. He taught at UC Berkeley Extension and currently teaches at the University of Strasbourg and Università della Montagna in Edolo, Italy. Recently, he moved back to his native Valtellina in the Italian Alps. Franco frequently speaks about the impact of AI and other technologies on marketing. For more details, visit his LinkedIn profile or email him at folini@gmail.com.