2024 Marketing Trends & Predictions
Karola Karlson's Blog
by Karola Karlson
4M ago
What are the biggest marketing trends in 2024?  Such questions, however fickle, help us plan better, get more results, and be prepared when change happens. Coming up are my top five predictions on how marketing will change – or continue shifting – in 2024, from macro-level changes to specific topics close to my heart. I’d appreciate hearing your thoughts and feedback, feel free to DM me on LinkedIn. TOP 5 marketing trends in 2024: Gen Z social media is now a must-have Creator marketing & UGC keep growing The AI hype will calm down Results & quality beat scalability Real sustainab ..read more
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Seasonality in Marketing – How to Plan Your 2024 Budget for Higher ROI
Karola Karlson's Blog
by Karola Karlson
6M ago
Seasonality in marketing means that there’s a fluctuation between high-growth and low-growth periods for every business.  There are times of the year when customers line up to buy your product… And there are months when it feels like the whole world has forgotten about you… Once you’ve been through a couple of annual marketing strategy plannings, you’ll begin to notice a pattern: these fluctuations are happening every single year. For example, when doing the global quarterly marketing budgets at Bolt, I realized that it didn’t make sense to invest the same amount of budget (let’s say 100 ..read more
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Interview: Karola Karlson x TULI
Karola Karlson's Blog
by Karola Karlson
8M ago
In this interview with Siim Kera (The Estonian Marketing Association), we talked about greenwashing, silly ad messages, life abroad, and the productization of human beings. Questions by Siim, answers and translation by Karola. Years ago, while interning at a PR agency, Karola spotted a book on content marketing on one of the office bookshelves. This instantly sparked her interest in digital marketing. Little did she know where this road might take her.  Presently, Karola has become one of the best-known marketers in Estonia. She’s got over 10,000 followers on LinkedIn and a popular marke ..read more
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Top 5 Mistakes & Cures of Slow-growth Companies 
Karola Karlson's Blog
by Karola Karlson
1y ago
This article is based on a keynote titled 5 Mistakes and Cures for Low-traction Startups that I presented at the Growth Marketing Summit in August 2022. The room was packed with marketers. The screen was lit up with stupid (or, arguably, lovely) cat and raccoon GIFs. The air was filled with painful truths and aha-moments. Essentially, everyone had gathered to find the answer to a burning question, albeit simplified:  Are we making any mistakes in our marketing, brand, or product strategy? And how to fix it?  Are you spending your marketing $$$ the right way or throwing them straight ..read more
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12 Rules for eCommerce Facebook Ads + 20 Ad Examples
Karola Karlson's Blog
by Karola Karlson
2y ago
Disclaimer: While sharing suggestions that help brands sell more stuff, I am ethically against any eCommerce companies selling low-quality mass-produced products that people don’t really need. Think fast fashion, soulless beauty & lifestyle products, dropshipped goods, etc. Hang on to integrity and sell high-quality & authentic stuff. Ok, getting to the article now… — How to get good results with your eCommerce Facebook ads? Based on most blog articles on the topic, you’re supposed to mess around with complex ad formats and set up a Facebook ad campaign structure based on a five-level ..read more
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TOP 15 Facebook Metrics to Track or Ignore in 2021
Karola Karlson's Blog
by Karola Karlson
3y ago
Facebook metrics help you understand your campaign performance. Your Facebook ad campaign metrics also indicate whether you’re getting a positive ROI (return on investment). All in all, it is crucial that you measure your Facebook ad performance on a regular basis, ideally every week. But how to know which numbers to track? Because there’s an almost endless choice of metrics available in the Facebook Ads Manager: Reach, Impressions, CPC, CPM, CTR, CPA, Relevance Score, Engagement Score, Landing Page View (All or Unique?) Video Views, Ad Recall Lift, Spend, Revenue, ROAS…  Which metrics ..read more
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May 2021 – Reading, Writing
Karola Karlson's Blog
by Karola Karlson
3y ago
Best of what I’ve been reading, from essays to short stories to interviews. April 2021 Reading Recommendations March 2021 Reading Recommendations February 2021 Reading Recommendations January 2021 Reading Recommendations 2020 Book & Reading Recommendations WEEK 18 The best reviews and critiques are universal while subjective. The author should consider (or hint at his ability to consider) every possible angle before reaching their personal verdict. One thing that often bothers me when reading argumentative essays is their author’s nonobjectivity, the entitlement of belonging to a certain ..read more
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Instagram Ad Targeting – 84-point Guide [2021 UPDATE]
Karola Karlson's Blog
by
3y ago
Instagram ad targeting is the key to achieving success with your campaigns. With more than 1 billion daily active Instagram users, it’s absolutely critical that you target only those who are potentially interested in your product. In this chapter of our Instagram Advertising Guide, we’re going to discover all the different Instagram target audiences. By reading this guide, you will learn: How does the Instagram ad targeting work? How to create Instagram and Facebook ad audiences? How to set up Custom Audiences and Lookalike Audiences? What are the best Instagram audience targeting options to ..read more
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April 2021 – Reading, Writing
Karola Karlson's Blog
by Karola Karlson
3y ago
Best of what I’ve been reading, from essays to short stories to interviews. March 2021 Reading Recommendations February 2021 Reading Recommendations January 2021 Reading Recommendations 2020 Book & Reading Recommendations WEEK 13 Starting the weekend trip to the west coast of France with Borghes’ short stories verging on the borderline of philosophic and magical lent the entire weekend a lingering surrealist ambiance. During the week, my reading habits hit closer to reality – I finished reading Annie Ernaux’ contemplations on writing and being a writer, received a course of sentimental e ..read more
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March 2021 Reading Recommendations
Karola Karlson's Blog
by Karola Karlson
3y ago
Best of what I’ve been reading, from essays to short stories to interviews. February 2021 Reading Recommendations January 2021 Reading Recommendations 2020 Book & Reading Recommendations WEEK 9 | 2021 This week, my reading pattern reminded me of Lydia Davis’ essay As I Was Reading where the author gets carried away in an ever-expanding labyrinth of research into new subjects and words, driving further and further away from her initial subject. One of such articles was Phantasms of the Opera by Larry Wolff for The New York Review of Books. After reading it, I needed to look up the plot of ..read more
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