My name is Philip Tapkov. I am a MSc student in eMarketing @ Oxford Brookes Univeristy, UK.

I am also digital marketing consultant for small businesses.
Check out my infographic CV at



    7 Ways to Deal with Angry Customers Online

    Show me one person that owns a business, has an online presence and has never encountered the always-angry never-satisfied “fan”. We all know them, we’ve seen them in action and, chances are, some of you might be them (if so, please don’t get angry!). It doesn’t really matter what business we’re talking about or what issue they have, they’re still make everything in their power to show the world how angry they are and how much your business sucks!

    You can implement all the digital marketing strategies in the world and engage with every single customer that talks about you online but, at one point or another, you will face the Angry Fan.

    In my experience as a digital marketing consultant, I have seen my fair share of Angry Fans. They come in different shapes and flavors but if you are well prepared, there’s nothing to be afraid of (unless it gets physical, then you’ve got plenty to be afraid of).

    Mr. and Mrs. Angry Fan

    Before we get into the “How-To” section, let’s try and analyze the different types of Angry Fans. Please, feel free to complete this list in the comments section below! For the sake of privacy, I have changed the names of the people from the screenshots.

    1.    The Mad Hater – this is the guy that will go to your Facebook Wall and post each and every curse word in his dictionary. Could be because your waiter didn’t bring him the meal he asked for or because your insurance company doesn’t cover his dog. The seriousness of the problem doesn’t really matter here.

    Usually, Mr. Hater is not very good with words anyway, and combining this with his high level of emotional distress, the only result is a hard-to-read and even harder to digest combination of words that don’t really make sense (let alone grammar and spelling). Ladies and gentlemen, exhibit A (Ms. Hater):

    Digital Marketing Ideas how to deal with an angry customer online

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    5 Ways You Can Use Google Plus For Your Business Today

    Before we start, I’d like to make a disclaimer: it’s just speculation here, don’t take this too serious. Of course, none of this is a long-term solution or one for anything but a small company. Yes, you would need a gmail account and I know how lame it is to have a MyCompany at gmail dot com. But let’s have some fun anyway:

    Google Plus Profiles provide good marketing insight

    Google Plus Index page for businesses

    They are aware of this issue, but currently, anybody you put in a circle, you can also “spy” on. This gives you a great advantage if you want to gather some intelligence or just collect some market insight.

    Find your competitors, your prospects, your current customers and put them in different circles. Of course, the major drawback is that they have to be using Google Plus in order for you to “see something worthy”. But hey, you never know. There’s always somebody that wants to show initiative and register his/her employer in those new and shiny websites.

    Google Plus Circles lets you send out newsletters

    Well if you’re a relatively active company online then you already have some sort of a newsletter (provided, your customers need one). However, if you’re just getting into it, Google Plus Circles provide you with a very simple platform for newsletter segmentation with the added bonus that one day those accounts might become active on the platform.

    Simply segment your customers and leads into differnet circles, such as “B2B”, “B2C”, “Guys with constant invoice problems” and so on and share messages accordingly. The good thing is that even if the accounts from those circles are not on Google Plus, they would still receive the update on their email, thus giving you the basic step to a newsletter platform.

    Google Plus Photos Can Also Be Segmented

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    Google Plus is fun, smooth and useless [for now]

    I’ve been recently given an invite to Google’s new feature – Google Plus. From what I’ve read on the web and what I saw with my own eyes, this is about to be the new (and probably only, pardon me, MySpace) competitor of Facebook.

     Before you start your adventure with Google Plus, you get to experience a very well-made HTML5/JavaScript/Flash combination of a Google+ Tour. It gives you brief information as to what the project currently is capable of. Basically, there are five things you can do:  Sort your friends in different circles, engage in group video chat, upload images instantly from your mobile device, add interests to your profile and send group texts.

    Let’s not invent the wheel here, shall we?

    Now, I’m not saying all these features are not good but I also don’t see why people would bother log in to Google Plus when they can use… well whatever they we’ve been using so far.

    Hangouts, for example, the feature that lets you video chat with other folks is all right, and from the preview, looks pretty good. It uses the Goolge Video and Voice plugin.

    However, judging from my friends,  business acquaintances and family, they would rather just log in to Skype and do the exact same thing. Besides, most of them feel that video+audio conversations should not be carried out through a browser. Some of them think that a dedicated piece of software just for this purpose is faster and safer. I won’t get into an argument here, I’m just saying.

    Also, if you notice, there’s a YouTube icon at the bottom left corner. I just hope that doesn’t mean that anyone at any time can decide and put your nice little Huddle for everybody to see. Oh, boy, would that feature wreck a lot of friendships?

    Same goes for the group chat feature, most people already use Skype or Facebook anyway. It would be hard to make them ditch their old habits. Especially “late majority” and  “laggards” (as marketers so nicely call these groups of people) – you know those guys that just changed their profile picture on Facebook for the first time and click on anything that asks them to – it will be extremely difficult for them to embrace a whole new system. Yeah, yeah, I know Google Plus is not aimed at them but in the US they represent about 40% of people online and they have a relatively high disposable income. Almost the same numbers in the UK. Makes you think.

    Mobile Version Looks Amazing

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    My infographic CV

    Hello, (4) readers of Digital Marketing Ideas.

    I am sorry for not updating the blog very often but it has been crazy around me.

    Anyway, I wanted to show you something I created this morning!

    I believe that CVs and resumes in their typical form are extremely boring and ineffective. Geez, we’re working in an industry that develops and changes by the minute and yet on our first selling point we’re forced to rely on a document that simply can’t look any duller.

    So, looking at our people’s infographic CVs I decided that it’s actually not a bad idea to create one for myself. I loaded up the amazing Adobe’s product Illustrator and in a few hours this is what I have come up with. Never mind that I have a dissertation to write.

    Let me know in the comments section what your thoughts are! Thanks and see you soon!

    Philip Tapkov infographic CV digital marketing internet marketing consultant


    Android Takes Over Mobile Ads, iOS chosen by the rich

    What’s new on the mobile market

    So Android is the new cool kid on the block. It’s been going on like this for a while now (since last year, to be exact) and marketers start to ask questions like Which platform should we use to advertise?

    Of course, it’s all fun and games in the world of blogging and we tend to ignore important factors like what exactly is your target market made of. Still, this is for your own company to decide, we can just take a look at the cold hard numbers and draw conclusions for ourselves. 

    How (Much and Many) Customers Use Android, iOS and RIM

    Some may argue that the boost of Andorid was expected (and a little unfair) because while Apple has only one phone (with its respective versions), Android runs on many different devices (11 new smart phones introduced just last year) and it can even be installed on an iPhone, if you’re geeky enough. That inevitably gives Google’s platform a little advantage in terms of market segmentation, as it covers many crucial customer preferences like price, size and even complexity (check out Davis’es Technology Acceptance Model and you’ll know what we’re talking about here). Same goes for the Canadians at Research in Motion who offer an impressive variety of smart phones.

    According to comScore, January this year, for the first time ever, Android actually surpassed iOS in numbers of subscribers. With an amazing increase of 7.7% of market share since October last year, Google’s OS is now a market leader with 31.2%, followed closely by RIM with 30.4% who lost almost 6% in this period. The bronze goes to Apple’s iOS which is preferred by about 16 million people, or 24.7% of the whole market. The bad news here (for Apple) is not this percentage itself but the fact that iOS subscirbers only increased by 0.1%.

    In the usage patterns of those subscribers, no surprising changes can be seen. Yes, people use their devices more and more but the predominant part is still for text messaging (68.1% - no change since the last report). For marketers like you and me it’s very nice to see that the usage of downloadable apps has increased from to 33.7% to 35.3%. That means more exposure, which can’t be a bad thing, can it?

    Top Smartphone Platforms Chart

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    New Facebook Like Button is Good For Business

    Have you noticed the slight change on Facebok over the weekend?

    In case you’ve missed it, the social media has slightly altered the way the Like button behaves. Now, when a user “likes” content on a third-party page, the story appears on his/her news feed as if it was “shared” via the Share button.

    This update seems quite natural for the development of the Facebook platform. If you think about it, there wasn’t a big difference between the core functionality between the “Share” and the “Like” buttons to begin with. The latter was more of an successor of the former. 

    The curious case of the “Like” button

    Facebook introduced the “Like” button about an year ago. If you check out this blog post, you’ll see that the “like“‘s original purpose was to show your friends that you enjoyed their “activity”, which happened inside the social media. By the end of Q1 last year, Facebook Devs introduced the Like API, which allowed webmasters (that’s an old word, isn’t it) to embed a neat little “Like” link in their web pages.

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    Apple to host an event on March 2 (about iPad 2)

    Apple hosts an event on March 2, 2011

    So Apple just announced that they would be hosting an event on March 2 to unveil the long-awaited and discussed iPad 2.

    Everybody is waiting to see what the new iPad will be like, but the question is, who will actually buy it (or, more precisely how many would actually buy it)?

    Last year, Apple sold nearly 15 million units of iPad which is a fascinating number. Until the end of Q3 2010, they had 95% market share.Galaxy Tab then went on sale and Apple closed the year with “only” 75%.

    Also, let’s not forget the upcoming HTC tablet, called Flyer. The powerful 1.5 GHZ CPU gadget, with 1 GB of ram and 32 GB storage, will have a 7” screen and a 5-megapixel camera for pictures and video and a 1.3 MP one (on the front) for video calls. Flyer is not only faster than iPad, but is also a lot more functional - no Flash restrictions, unlocked file system and all nicely supported in its natural habitat, without the need to install additional apps.