Online Marketing Lecture 2013

Online Marketing Lecture

As in the previous year I have the pleasure to host the Online Marketing lecture at the University of Zurich’s Institute of Mass Communication and Media Research together with the talented Andreas Braendle.

Again, we’re fully booked and thrilled to dive into the topic of digital marketing together with 150 talented and motivated students. This year’s main focus is Inbound Marketing and we will explore how all the different channels play together – from Search Engine Marketing, to Analytics, Memes, and Social Media.

Some of the main questions we are discussing:

  • How do you reach new potential clients through content?
  • How do you drive traffic to a website?
  • What does a user do on a website?
  • How do you create and curate content?

The lecture is very hands-on and participants are encouraged to gain their own (first) practical online marketing experience by engaging via Twitter, Facebook and Google+. The lecture’s highlight is the accompanying live experiment: Together with the students we launch a website and put into practise what we discuss in each lesson: High quality blog posts, promoted through SEA, SEO and Social Shares. Our shared goal: To hit a top position for the search query «inbound marketing» on Google.

Check out this year’s website about Inbound Marketing ( and last year’s about Content Marketing (

content lab SERP
Success! ranked No. 3 right after Wikipedia results for “Content Marketing” in 2012.

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