Business
What is the Value of Online Marketing? Jonas Muthoni Shares his Thoughts

There is something really wrong with online marketing, even in 2023, business owners are asking whether it is worth it. We live in a time, which has witnessed one of the darkest times in history in the shape of a pandemic. It is important that we realize and understand the importance of online marketing in today’s world. Traditional marketing techniques do not have the same impact on the success of a business as social media marketing does.
Business owners need to recognize that traditional marketing strategies that were very effective before the COVID-19 took over would not be as effective today, as they were in the pre-pandemic era. It is imperative for businesses to transform with the times so that they will be able to compete effectively in the future, otherwise they will be left far behind by their competitors.
Investing your time, effort, and money into the right online marketing strategy will work wonders for your business in the long run and get you the results you are looking for.
In today’s day and age, it is imperative for marketers to determine which type of digital marketing strategy is most effective.
As the digital marketing expert Jonas Muthoni states, Search Engine Optimization (SEO) is what you need to look at. Numerous online marketing techniques are being used across the industry, but the power of SEO is unparalleled.
The topic of SEO played a critical role in marketing today as Jonas discussed when speaking with New to the Street about their business. The ability to drive organic traffic to a website is undoubtedly one of the most effective ways of bringing organic traffic to a website through online marketing. It is clear that high visibility over Google SERPs is the most innovative way to boost your business, as the majority of the world’s population that has access to the internet uses Google to make search queries, making high visibility over Google SERPs the most effective way to boost your business.
It is more common today for consumers to connect with businesses that appear organically on Google’s search engine results pages. This is a relationship built on trust and reliability. A core service to consider is SEO, Jonas said in the same interview with New to the Street. Using SEO as a way to drive organic traffic to your website is one way to build authority within the search engines. Your business will be found by anyone who searches for you organically on Google.”
As a result of a high ranking in the SERPs, authenticity and market leadership become more evident.
There is only one drawback of SEO, which is the fact that it takes a long time to generate results. As a result, it helps businesses in the long run, as long as marketers are patient throughout the entire process. According to Jonas, it is also a good idea to combine SEO efforts with public relations campaigns and paid marketing efforts as well.
During the pandemic, his holistic approach, including SEO as well as paid marketing, generated impressive results for businesses. Another element of his strategy was the diversification of customers and verticals. He stated, “These tactics can help companies avoid potential pitfalls associated with relying too heavily on a single industry that is more likely to be affected during economic downturns.”
Coming back to our questions, is online marketing worth it?
Of course, it is. By following in the footsteps of online marketing experts such as the founder and CEO of Deviate, Jonas Muthoni, you can easily develop a timeless online marketing strategy that will help your business stay relevant regardless of what goes around.
Business
Scaling Success: Why Smart Habits Beat Growth Hacks in Modern eCommerce

There’s a romanticized image of the eCommerce founder: a daring risk-taker chasing the next big idea, fueled by late-night caffeine and last-minute inspiration. But the reality behind scaled, sustainable brands tells a different story. Success in digital commerce doesn’t come from chaos or clever hacks. It comes from habits. Repetitive, structured, often unglamorous habits.
Change, a digital platform created by eCommerce strategist Ryan, builds its entire philosophy around this truth. Through education, mentorship, and infrastructure, Change helps founders shift from scrambling for quick wins to building strong systems that grow with them. The company doesn’t just offer software. It provides the foundation for digital trade, particularly for those in the B2B space.
The Habits That Build Momentum
At the heart of Change’s philosophy are five core habits Ryan considers non-negotiable. These aren’t buzzwords; they’re the foundation of sustainable growth.
First, obsess over data. Successful founders replace guesswork with metrics. They don’t rely on gut feelings. They measure performance and iterate.
Second, know your customer deeply. Not just what they buy, but why they buy. The most resilient brands build emotional loyalty, not just transactional volume.
Third, test fast. Algorithms shift. Consumer behavior changes. High-performing teams don’t resist this; they test weekly, sometimes daily, and adapt.
Fourth, manage time like a CEO. Every decision has a cost. Prioritizing high-impact actions isn’t optional; it’s survival.
Fifth, stay connected to mentorship and learning. The digital market moves quickly. The remaining founders are the ones who keep learning, never assuming they know it all.
Turning Habits into Infrastructure
What begins as personal discipline must eventually evolve into a team structure. Change teaches founders how to scale their systems, not just their sales.
Tools are essential for starting, think Notion for documentation, Asana for project management, Mixpanel or PostHog for analytics, and Loom for async communication. But tools alone don’t create momentum.
Teams need Monday metric check-ins, weekly test cycles, customer insight reviews, just to name a few. Founders set the tone by modeling behavior. It’s the rituals that matter, then, they turn it into company culture.
Ryan puts it simply: “We’re not just building tools; we’re building infrastructure for digital trade.”
Avoiding the Common Traps
Even with structure, the path isn’t always smooth. Some founders over-focus on short-term results, chasing vanity metrics or shiny tactics that feel productive but don’t move the needle.
Others fall into micromanagement, drowning in dashboards instead of building intuition. Discipline should sharpen clarity, not create rigidity. Flexibility is part of the process. Knowing when to pivot is just as important as knowing when to persist.
Scaling Through Self-Replication
In the end, eCommerce scale isn’t just about growing a business. It’s about repeating successful systems at every level. When founders internalize high-performance habits, they turn them into processes, then culture, then legacy.
Growth doesn’t require more motivation. It requires more precision. More consistency. Your calendar, not your to-do list, is your business plan.
In a space dominated by noise and novelty, Change and its founder are quietly reshaping the conversation. They aren’t chasing trends but building resilience, one habit at a time.
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