VML’s luxury retail lead Ricardo Catalano outlines three tiers of digital maturity in the sector, and why some maisons take a traditional approach with minimal data activation, despite placing a premium on customer relationships.
This article is reproduced from Econsultancy’s report, Email Marketing Best Practice: Setting Goals and Measuring Success, authored by Kath Pay, and one of a suite of nine email guides available to members. Despite many warnings against basing an email campaign’s success or failure on its open rate, it remains the most popular measurement, according to a 2023 benchmark […]
This strategic approach balances customer and brand goals, considering every email as a service-oriented message, even when the ultimate goal is to sell.
How has the discount marketplace become such a ubiquitous name in such a short space of time? How does it compare to Shein? And what does this trend mean for Amazon?
It can be tricky to know where to start when crafting a comms strategy. For many, the first step is an audit of your existing email marketing programme to identify opportunities and next steps.
From creating a culture of learning to proving the ROI of L&D investment, marketing leaders discussed their approaches to capability building at Econsultancy’s inaugural forum.
From skills assessment to cultural fit, there’s a lot to get right when choosing an L&D partner.
Luca Picardi is Head of Brand Strategy at Kallan & Co., a design studio with a virtual working model (and offices in Helsinki, Melbourne and Christchurch). He has been working across brands and digital products for the last decade. Given Picardi’s schooling at Central Saint Martins and current teaching work at BAU school of design […]
This scorecard is designed to help score your organisation and teams against the criteria that are most important to digital culture.
Many ecommerce companies “incorporate AI tools and functionalities that do not necessarily enhance the customer experience” when they could be prioritising the “fundamentals” of UX, according to Kelly Goetsch, Chief Strategy Officer at Commercetools, a cloud-based headless commerce platform. We caught up with Goetsch to ask him about multichannel retail, his dream client, more ecommerce […]
Drowning in data or relying on gut instinct? If customers want to feel valued, and marketers want efficiency and salience, where is the sweet spot of tailored communications and experiences?
“A lot of people, for a long time, have been talking the talk but perhaps not walking the walk,” said Burns, CEO at design and innovation company Magnetic, highlighting the importance of customer insight and experience design.