Digital Marketing Blog

How Econsultancy uses Facebook, Twitter, Pinterest and Google+

Inspired by the works of our reporting superstar David Moth, I decided that with all these big brands being covered in our series on social strategies, it was high time we threw our own hat into the ring.

As I’m the one doing it (and an egomaniac), I thought it might be fun to talk about how (and why) we use different social channels at Econsultancy...

by Matt Owen 18 June 2013 11:17am 4 comments

Six outstanding automotive marketing campaigns to get your creative motor running

What makes a campaign stand out?

We’re ‘gearing up’ for The Digitals on June 27th, so we thought we’d take a closer look at some inspiring examples that really caught our eye, starting with our Automotive category so expect speed, dangerous curves and terrible car-based puns aplenty…

by Matt Owen 18 June 2013 10:40am 0 comments

Companies struggling with mobile optimisation: report

Though almost three quarters of companies are planning to ramp up their spending on mobile channels this year, the complexities of providing an excellent customer experience on mobile is a challenge.

Two out of five companies surveyed said that delivering customer experiences on mobile is harder than on the web.

Our Reducing Customer Struggle 2013 report, produced in association with IBM Tealeaf, looks at these issues in more detail.

Here are a few highlights from the report...

by Graham Charlton 18 June 2013 10:19am 2 comments

Removing the 'F' word from your brand guidelines

Take a few seconds to minimise this window (careful now, don't close it!) and find an electronic version of your brand guidelines.

If you don't have any or they're buried deep in the darkest reaches of your company filing system, you should be able to find one from your favourite company with a quick Google, or here's a few to pick from.

Open it, hit ctrl-f and type the word 'fun'. How many instances did it uncover?

by Danny Chadburn 18 June 2013 09:16am 1 comment

What will the store of the future look like? #IMW13

During the Integrated Marketing Week talk 'Marketing 3.0' Paul Price, Creative Realities’ CEO, discussed the near and new technologies making big differences to the consumer experience with brands, particularly in retail.

Since Price has worked with the likes of Macy’s, Novartis, L’Oreal and Wells Fargo, tune into what he has to say now about the store of the future tomorrow!

by Ryan Sommer 17 June 2013 16:50pm 5 comments

Seven ways to get prospects to do what you want

What would it take to get you to do what I want? If I looked you in the eye when asking? If it was a Tuesday? If your name sounded like mine?

According to scientists, it’s the last. We feel more warmly towards people or things we associate with ourselves, like if my name was Mary Anne and yours was Marilyn. They’re close enough in sound and visual likeness that I’d be more apt to do you a favor than one for, say, Richard or Jennifer.

These kinds of findings, argued Nancy Harhut at Integrated Marketing Week, have implications for marketers because we’re trying to get people to do things all the time: click on a link, choose our product over another, like our company on Facebook.

Knowing the instinctive, reflexive behaviors that people rely on when making decisions helps our marketing strategies and how we go about designing the prompts or triggers to get others to do what we want.

Harhut identified seven that will help you on your way to world domination.

by Cielo Lutino 17 June 2013 16:17pm 5 comments

Three tips from Google to win on mobile: #IMW13

According to a presentation from Tim Reis, who leads Google’s mobile and social solutions teams in the Americas, 73% of mobile searches trigger additional action.

Read on for tips from Reis on how to make that action count for your marketing efforts in this Integrated Marketing Week takeaway.

by Ryan Sommer 17 June 2013 13:41pm 0 comments

How Lufthansa uses Facebook, Twitter, Pinterest and Google+

In a recent study looking at the world’s most social brands, four out of the top five were from the travel sector.

German airline Lufthansa came in third place, so it seems like a good case study for our series of posts looking at how different brands use Facebook, Twitter, Pinterest and Google+.

Lufthansa actually publishes its social media policy online, however it doesn’t appear to have been updated in a while as it links to Twitter feeds that no longer exist.

So here’s a look at how it uses the four main social networks. This post follows on from similar articles focusing on Walmart, Nike, Coca-Cola and Starbucks...

by David Moth 17 June 2013 11:40am 3 comments

Digital transformation: defining your internal structure

In my last post about digital transformation, I spoke about the need for companies to realign their internal structures, enabling them to react quickly to customer feedback.

Recently we’ve been discussing some of our own analytics responsibilities, and it feels as though the smaller internal issues serve to highlight the wider-ranging business imperatives we’re starting to see occur.

Let’s take a dive into our reporting and compare notes...

by Matt Owen 17 June 2013 11:09am 0 comments

Four mobile SEO mistakes you shouldn't be making

While the rise in the use of responsive web design is reducing the amount of SEO considerations developers need to remember when designing a new site, there are still fundamental differences that need to be considered during the design stages and beyond.

Even when a site fundamentally works regardless of the device being used, and Google has no problems in crawling it with its mobile user agent, those in charge of analytics can often forget the importance of segmentation, treating traffic from all sources as being identical.

In this post, I am going to explain four mobile SEO mistakes you shouldn’t be making on your site that’ll help you think beyond how pretty your site looks on your mobile.

by Peter Meinertzhagen 17 June 2013 10:43am 7 comments