The Webrepublican Nr. 20, October 2015

04 Oct 2015 / by Simon Wüthrich / Webrepublic / Comments

Google's future, YouTube as a classroom, the death of the website, new quality awareness in digital marketing, 864 subscribers and a projected open rate of 52%. That’s Webrepublican No. 20.



The Webrepublican 20


  • Our data scientist Gergely Kalmár will be appearing in London on December 2 at a conference on predictive and real time analytics, (Link) where he will be discussing how to optimize the global budget for the digital marketing of Victorinox Swiss Army watches. Enter the code WRDECEM to receive a 15% discount on tickets.
  • Before Gergely appears in London, he will be giving a free webinar entitled Predictive Experimenting and The Real Impact of TV Ads on 10.11.2015. (Link)
  • At a symposium of the Hotel & Gastro Union, Adrian Wenzl spoke about social media in the hospitality industry. He also gave an interview on the topic for the trade publication Hotellerie Gastronomie Zeitung. (Link)
  • Premium Strategy Partners held an interview with Tom Hanan for its investor newsletter. The interview can be downloaded here. (Link)
  • We are currently the only agency in Switzerland taking part in the Google Tag Manager partner program. (Link)
  • Welcome aboard: Jeroen (Campaign Manager SEA Dutch), Christina (SEO), Sophie (SEA French) and Olin (SEA). (Link)

Newsletter 20 Welcome Image

By the way, we currently have seven open positions. (Link)


Online search is increasingly shifting from desktop to mobile. Some sources have even spoken of a 60:40 split. Google has to therefore adapt its business model to the new landscape. This article offers a concise summery of how the search engine is responding to the transformation. Conclusion: Everything is changing, but Google is here to stay. (Link)


What has been the impact of Panda 4.2? Apparently none worth mentioning. What does this mean for SEOs and webmasters? Reacting to updates to Google's algorithm is likely to become much more difficult in the future. (Link) With this in mind, it may be worth giving more thought to content and how it affects certain target groups. (Link)

Newsletter 20, SEO


YouTube offers people who are hungry for knowledge and eager to learn an incredible wealth of high-quality instructional videos. One remarkable example of a successful YouTube student is Julius Yego, who won the gold medal for the javelin throw in Beijing after teaching himself how to throw the javelin by watching YouTube videos. (Link) For marketers, this means that a well-produced how-to video can provide a very effective initial touchpoint between a brand and consumers who are eager to learn.


E-commerce on Twitter should be a cinch for anyone. And all it takes is ten minutes to set up an account and a credit card. This is the vision of the California-based startup Stripe. (Link)

Newsletter 20, e-commerce


Large media websites are becoming an endangered species with people increasingly going to large news platforms for articles – according to Evan Williams, founder of the platform Medium. (Link) The trend indeed appears to be moving in this direction presently – even giants like Facebook (Link) and Apple (Link) are working with these platforms too. What still remains to be seen, however, is whether publishers will be willing to accept a watering-down of their brands. And will loyal followers of prominent brands embrace tech corporations as the curators and gatekeepers of content? What is clear to marketers is that these platforms offer a very attractive way to distribute branded content. (Link)


Now what exactly is the problem with digital marketing? The debate surrounding ad blocking has made it all the way into the mainstream media. Now the discussion concerning bot traffic is spilling over from specialist media to other areas as well. (Link) Should we be worried? No! These recent debates have shifted attention back to the issue of quality in digital marketing again. And that can only be a good thing for a sector that to date has perhaps focused too much on one-dimensional metrics. Ad customers, consumers and agencies who have always been concerned with the quality of their work will benefit from this shift.


What's more dangerous: a shark or a selfie? (Link)

Newsletter 20, one more thing