The Webrepublican Nr. 26, April 2016

03 Apr 2016 / by Simon Wüthrich / Webrepublic / Comments

DDoS attacks cause millions in damages, 16 SEO myths that will not go away, five steps to the perfect headline, an A instead of a V, and 1117 subscribers. That’s the Webrepublican No. 26 – reading it will take about 3 minutes and 26 seconds.



Teaser Image The Webrepublican 26


  • What do ad blockers mean for publishers and agencies? Dorian Kind, our Senior Software Engineer, and Dr. Dieter Brecheis (University of Zurich) will debate the answers to this question at TechTuesday – next Tuesday at 7pm in the Impact Hub @ Viadukt in Zurich.
  • Tobias Zehnder highlighted the role of digital marketing for CAS Multichannel Management students at the University of Applied Sciences in Business Administration Zurich (HWZ). He also demonstrated which channels are particularly effective at which moment of the customer journey. A summary of the module – definitely worth a read – including the presentation’s most important slides are available on the HWZ blog.

HWZ Blogpost: See, think, do care Scheme


DDoS attacks caused millions in damages to e-commerce and Switzerland was no exception. But people often forget that attacks can wreak considerable havoc on digital marketing too. We show why this is the case and how digital marketers can take action to protect themselves against these attacks.

AdWords has been redesigned to meet the needs of an increasingly complex ecosystem and changing requirements by mobile users. Google promises the new design will make it easier to manage campaigns and understand the impact of advertisements. This should give marketers more time to optimize campaigns and develop strategies – or, for example, to carry out semantic analyses based on AIDA to increase the effectiveness of a campaign.


A few myths still surround SEO – this article takes a closer look at 16 die-hard myths that just won't go away. To sum it up in one sentence: “You will only achieve success in the long term if you check your numbers regularly or watch how others experiment.” 

16 SEO experiments and their surprising results

As if to reassert this statement, Google has announced a series of updates: 1. perhaps the last (!) Penguin update, 2. another update to punish sites not optimized for mobile and 3. a long-awaited update to the Knowledge Graph.


Are publishers defenseless against ad blockers? Not necessarily. A quick look at what is happening in UK shows that users are quite willing to remove or disable ad blockers on certain websites. What’s crucial is that the advertising is not overbearing, but relevant. It’s a clear call to publishers and agencies: “Invest your time and energy in well-crafted advertising that speaks to my needs at the right time and place!”

Newsletter 26 People reconsider installing ad blockers


Paying via apps has become more comfortable thanks Apple Pay – at least in the US, UK, Australia, Canada and China. Now Apple is taking it a step further by enabling Apple Pay payments on mobile pages by the end of the year. This could boost Apple Pay's presence and make other payment services, notably Paypal, sweat.


What does a headline need for the article to go viral? How about this? Five things your headline needs to make Chuck Norris laugh. Of course, a good headline is not enough to create a viral hit, but it doesn’t hurt to observe a few data-driven basic rules when it comes to catching the reader's attention.

Newsletter 26 Common elements of viral headlines


Paid content on Facebook is becoming increasingly important, as is data on the effectiveness of ads. Facebook has responded to this trend by launching products that help marketers identify particularly effective activities. There’s no doubt: in social media a solid understanding of the data is essential.

Did you know? Happy birthday, Twitter! Thank you for changing the world. 


Google has launched Analytics 360: a new product suite for marketers and data analysts. One of the highlights: the suite consolidates data from different sources and can process it visually. This gives marketers a better understanding of the behavior of their target groups over different channels and platforms. By the way, this TED talk by Jenny Rankin covers the importance of presenting data in a visual way


In recent months, there has been a great deal written about virtual reality (VR) and marketing. Augmented reality (AR) was left on the sidelines, although it’s at least as interesting, if not more so – especially for marketers. Think about the potential of going from SEA to AR SEA ...