A detailed article to explain some of the main features of the new FLoC technology proposed by Google as a tracking substitute for 3rd party cookies.
Tracking & Privacy: From Browser Cookies to Google FLoC
UX’s worst enemies aren’t who you’d expect
The worst enemies of high-quality UX are not bad designers or insensitive companies. The worst enemies of UX are the monetization experts, the people who are trying to squeeze every penny out of apps and services.
Exploring Structured Data With A Google Chrome Snippet
Use simple javascript code to create a snippet that will explore the Structured data (LD+JSON) of any web page. Installation instructions and code provided.
Marketing Event: Digital Marketing Leaders AMA
On April 30, 2021 I organized and moderated an online event for the students of the UC Berkeley Extension Digital Marketing Bootcamp where I teach. It was a pleasure to moderate a panel of three exceptional women and marketing experts: Tamara Osheroff, Osheroff Marketing and co-owner of The Magic Flute in San Rafael, CALyn Rundell, HERO Marketing... Continue Reading →
eCommerce Tip #148: Get Inspired By Your Gut Feelings, but only Trust Your Data
Intuition is a powerful tool to push us to explore new ideas, new ways to approach old problems. But intuition should only be the starting point, and never used as a way to justify our choices. eCommerce is based on technologies that provides us with incredible amount of data. We really should leverage the data to test our ideas and intuitions.
My Webinar at the IULM University in Milan: “Silicon Valley, Marketing & Entrepreneurship”
I've been invited to present, on Zoom, a webinar for the IULM University in Milan talking about "Silicon Valley, Marketing & Entrepreneurship". The webinar focus was on the Silicon Valley business culture and I provide a few simple guidelines on how to separate the Silicon Valley's mythology generated by the media buzz from solid business... Continue Reading →
eCommerce Tip #147: Consider Leveraging Scarcity and Urgency
Tip #147 – © Franco Folini When promoting a product or a service, always consider leveraging one of the oldest marketing tricks: Scarcity: there are only few products left. You better buy now! Urgency: this fantastic promotion is going to end very soon, don't wait any longer! Scarcity refers to any limitation placed on a... Continue Reading →
I Completed my 2nd Digital Marketing Bootcamp as Instructor
Last week I taught my last class (on Zoom) of "Digital Marketing Bootcamp" for the UC Berkeley Extension. I'm so proud of all my students! I wish the best to all of them! Together with my students we went through 250+ hours on Zoom over 18 weeks. A long list of topics and activities. Together... Continue Reading →
I’ve been featured by Kenneth Kinney Podcast
You can listen to the podcast and watch the video recording of our conversation. I recently had the pleasure and the honor to be featured by my friend Kenneth Kinney in Episode 263 of his popular marketing podcast "A Shark's Perspective". It was a great conversation with Kenneth about the subscription-model for the foodbiz and... Continue Reading →
How To Create Facebook Audiences and Campaigns Without a Business Account
Facebook is the world’s largest social media giant. Over 2.85 billion users in the world use Facebook to connect with family and friends and interact with the brands they love. This is a simple step-by-step guide for the basic features of Facebook Ads Manager. The sequence of steps will guide you through the creation of a retargeting... Continue Reading →
WordPress Gutenberg Blocks: Layout vs. Columns
WordPress new Gutenberg Editor, aka WordPress Block Editor, is becoming more popular every day. Gone are the day where learning HTML, or PHP, was the only way to achieve certain visual results. With Gutenberg our options are almost limitless. Skeptical user are complaining about Gutenberg inconsistency and bug. Yes, the new editor still has a... Continue Reading →
Connecting Google Maps and Google Sheets to Solve the Traveling-Salesman Problem
Use Google Sheets and and Google Maps to find the shortest route among a list of addresses. Learn how to use the power of Google Maps from Google Sheets. It'ss not that complicated.
Referring Columns By Name in Google Sheets Query()
This article shows a better way to import and link CSV files into a Google spreadsheet. By using a simple technique you can protect your spreadsheet and safely query data from an external CSV even when the structure of the CSV files changes.
A better use of lookup(), vlookup(), and hlookup() with examples for Google Sheets
There is a better way to use Google Sheets lookup() functions With a few simple examples you will learn how to hide your data (hash tables) and use the functions in a more advanced yet simple way.
eCommerce Tip #146: FAQ sections with JSON-LD Structured Data can boost your pages SEO
Add a FAQ section to all your product pages. Then optimize it for SEO with powerful keywords and add the JSON-LD snippets. Flawless FAQs can earn you a prominent position in a rich-results box on Google SERP! Tip #146 – © Franco Folini For this technique to work correctly, it's important that your FAQ page... Continue Reading →
eCommerce Tip #145: shoot for high quality visitors, not for quantity!
Not all eCommerce website visitors are made equal. Some will convert, while others will never buy from you. Likely, you can't afford to push brand awareness outside your target market. Forget the number of visitors, focus on their quality. Tip #145 – © Franco Folini How do you monitor the quality of your website traffic?... Continue Reading →
eCommerce Tip #144: A/B Testing is a very important tool, but just a tool. The strategy is on you
A/B Testing is an essential tool for Digital Marketers. But don’t forget, it’s just a tool. The strategy remains on us. “With extreme A/B Testing, every website will converge to a porno website.” -- Seth Godin (via Kenneth Kinney podcast) Tip #144 – © Franco Folini Franco Folini lives and works in the eCommerce territory, a... Continue Reading →
eCommerce Tip #143: Align keywords, ad copy, and landing page to maximize CTR and lower your costs
For your Google Ads to be effective, those 3 things must be 100% aligned & consistent: Triggering keywordsAds title and copyLanding page A discrepancy among those will kill your CTR (Click Through Rate) or CVR (Conversion Rate). Tip #143 – © Franco Folini The additional advantage is that when an ad generates high CTR and... Continue Reading →
eCommerce Tip #142: double-check your newsletter links and landing pages before hitting the send button
Before sending out a newsletter or a promotional message, triple-check all the links and all the landing pages.Broken links and malfunctioning landing pages hurt your Conversion Rate and damage your brand. Tip #142 – © Franco Folini The consequences of broken links in your email communications could be very bad: If your subscribers get a... Continue Reading →
eCommerce Tip #141: Use the float-labels in your forms to improve conversion rate!
Consider using the float-labels UX pattern in your forms. Labels are displayed as placeholders. When the field get the focus, its label is reduced in size and moved above or to the field's top left corner.Your conversion rate will thank you! Tip #141 – © Franco Folini Shorter forms have a few advantages: the user... Continue Reading →
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