The marketing industry is evolving at breakneck speed, with new and emerging technologies creating new ways for customers to interact with brands, and vice versa. Many consumers may not even be aware of many of the changes as they are happening, but the impact is experienced every single day. We do not like to brag […]

This study investigated the impact of eleven Google Analytics metrics that within the search engine optimisation (SEO) community are being regularly referred to or considered to impact Google’s algorithms in rating quality content on webpages, and subsequently the ranking of that webpages within their search engine. This was a very important endeavour given that Google […]

The Innovator’s Dilemma I named this section “The Innovator’s Dilemma” after the highly influential book by Harvard professor Clayton M. Christensen, The Innovator’s Dilemma (Christensen, 2013). The book investigates the awkward situation of well-managed companies that fail even when the management is sound and does exactly what is expected in a well-managed company. Most business […]

When discussing online psychology most SEO books focus on understanding the way people search, and on their intent as users. For example, in their landmark book The Art of SEO, Eric Enge and his associates discuss at length the types of search people perform, how visitors perform their searches, and how websites must be designed […]

This study investigated the factors influencing corporate identity perceptions by employees, and their commitment to brands. The results are based on a case study of a well-known international hotel brand that completed its re-branding process. The study focused on analyzing the information communicated through the company intranet and websites, an existing employee survey and eighteen […]

This Puffer study investigated the extent to which managers and HR professionals consider corporate identity when recruiting the right “brand people”, and the efficiency of recruitment practices. The sample consisted of 14 managers with recruitment responsibilities in four hotels within an international Hotel Brand (which will remain anonymous for obvious reasons), and a quantitative method […]

W When I first started in digital marketing, and launched my first website I used to consume an unhealthy amount of digital marketing content, watch every tutorial I could get my hands on, test every tool I read about, and sign up to dozens of industry publications that quickly started to clutter up my inbox. […]