Should brands be using AI copywriting in the age of the Helpful Content Update?
Google’s update means sites that use extensive automation to produce content could find themselves in the crosshairs. What does this mean for AI copywriting tools?
Can avatars be authentic? Eric Dahan on the rise of virtual influencers
Nikki Gilliland talks to Eric Dahan, CEO of global influencer agency Open Influence, and discusses the benefits, challenges, and potential opportunities for brands experimenting with virtual influencers.
What is a marketing mindset and what are its benefits?
In order to be successful, modern marketers need the right knowledge, skills and mindset. Knowledge and skills are fairly easy to define but mindset, rather less so. Though it may be more difficult to pin down, Econsultancy research has shown that marketers see mindset as paramount. 74% of the 841 senior marketers we surveyed in […]
What makes for a successful loyalty scheme?
Which retailer loyalty programs are seeing success and why? Nikki Gilliland looks at several examples from McDonald’s to Pets at Home and examines their strengths.
Traditional consumer insights techniques are ‘utterly outdated’: founder of insights platform Zappi on digitisation
Steve Phillips is the founder and CEO of consumer insights platform Zappi. I recently caught up with with Steve to find out about his day-to-day work. He explains Zappi’s B-corp status, its company culture, and the increased digitisation of the market research industry. Tell us about your role – what does a typical day look […]
Anatomy of an email marketing strategy: from discovery to conversion
How to effectively build content into your email strategy in three steps: mapping the customer journey, collating the right content, and bringing the two together in an email programme.
Loyalty, flexibility and ‘bleisure’: How travel brands are adapting post-pandemic
Cross-border travel reached pre-pandemic levels this March for the first time since the start of the pandemic. With people holidaying again, how are travel companies in the industry responding to changing consumer behaviour? Here’s a look at how brands are approaching the issues of sustainability, flexibility, and loyalty. IHG and Expedia refresh loyalty programs to […]
Q-commerce: How is the rapid grocery market faring amid rising challenges?
Investment in q-commerce companies soared during the pandemic with consumers increasingly turning to rapid grocery services as an alternative to in-store shopping and with supermarket delivery slots often hard to come by. Companies including Jiffy, Gorillas, Getir, and Weezy emerged as competitors in the q-commerce space, each promising super-fast delivery and an app with a […]
Econsultancy launches learning model to bridge the digital marketing and ecommerce skills gap
Econsultancy has launched a new and innovative learning model to bridge the digital marketing and ecommerce skills gap. With marketing budgets facing the prospect of being cut back as a result of the recession, Econsultancy has developed a model to create highly effective and personalised training for digital marketers. As specialists in learning and development […]
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‘Accessibility is seen as a CSR initiative – and that needs to change’: Cyber-Duck’s Yahye Siyad on his role
Cyber-Duck’s Diversity and Accessibility Lead talks to us about the state of accessibility, common misconceptions, its place in the org and in digital transformation, and emerging tech such as the metaverse.
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We’ve made some changes to the Econsultancy website
Changes to our top nav, homepage and several landing pages will allow members to easily access our latest content and The Econsultancy Skills Cloud™ LMS.
Charging for ecommerce returns: Can it be avoided?
How can retailers, particularly in fashion, reduce the online returns rate or mitigate the cost of postal returns?
Kyndryl’s Tosca Maria Colangeli: “Incremental improvement is not enough to win in today’s disrupted business environment”
Tosca Maria Colangeli is the UK&I President at Kyndryl. I recently caught up with Tosca to discuss the evolution of Kyndryl and its culture, inclusivity and diversity, the digital skills gap and the state of business transformation. Tell me about Kyndryl… What is the company’s core focus? In November 2021, Kyndryl spun off from IBM, […]
‘Retailers need to keep looking for fresh, innovative ways to provide value to the customer’: Wunderkind’s Richard Jones
Richard Jones is the CRO of performance marketing engine Wunderkind. I recently spoke with Richard about his experiences as a two-time CEO, how brands can provide genuine value to the customer in exchange for their data, and the digital marketing trends that retailers need to keep an eye on in the near future. Tell us […]
Why the answer to rising customer expectations lies in the email inbox
Email remains a customer-centric channel, with marketing automation letting brands personalise their customer experience – at scale – while learning more about their audience.
‘Too often, data is simply a burden’: Nick Stammers from unified DMP Ataccama
“Too often data isn’t being deployed usefully”, comments Nick Stammers, VP UK & EMEA at Ataccama, a unified data management platform. “It’s simply a burden: redundant, duplicated, irrelevant, hosted on outdated legacy platforms, or too low quality to be of any use.” I asked Nick about his role at Ataccama, and the data challenges for […]
Stats roundup: Online grocery retail in 2022
The Covid-19 pandemic led to an acceleration in online grocery shopping, but market growth has since levelled off. According to the ONS, internet sales as a percentage of total retail sales in the UK (not just grocery) stood at 18.7% in July 2019. While this surged to a height of 37.8% in January 2021 – […]
Future of Marketing report: 60% of respondents expect budgets to increase
2022 has been much more challenging than initially predicted. In January, Ashley Friedlein predicted that the year – which he described as the ‘Great Reset’ – would be a chance for marketers to “recognise what has changed for good and what we need therefore to get used to and get good at” following two years […]
1plusX’s Jürgen Galler on the key elements of an effective data strategy
Jürgen Galler is the CEO and co-founder of marketing intelligence platform 1plusX. I recently caught up with Jürgen to find out more about his role. He also talks data strategy, and the challenges of activating first-party data. Tell us about your role – what does a typical day look like for you? As CEO of […]
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Digital media trends in H2: From rising CPCs to retail media
What does digital media look like in the second half of 2022? We talk to some experts about media budgets, CPCs, CTV, first-party data, and retail media.
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A metaverse reality check: Understanding consumer attitudes
There’s plenty of enthusiasm from the world of business and technology about the prospect of the metaverse. But how well does this match up with what consumers are feeling?
The contextual advertising boom: What is it, and how can brands take advantage?
In an increasingly privacy-conscious web, contextual ad targeting is having a moment. Discussion website and self-proclaimed ‘front page of the internet’, Reddit, recently announced the acquisition of Spiketrap, an audience contextualisation company. As well as further building out Reddit’s advertising offering, the move to acquire Spiketrap highlights Reddit’s intention to capitalise on advertising that matches […]
A metaverse reality check: What role for brands?
Many companies are eager to explore investments in the metaverse, but what is the best way to go about this? We conclude our three-part series, ‘A metaverse reality check’, by looking closely at the practical considerations behind metaverse investment, and consider what some major brands have been doing in this space.
Digital PR: An introduction to writer/blogger outreach
The disciplines of content marketing and SEO are intertwined. Generally speaking, content marketing concerns the creation and publication of content to engage an audience, while SEO concerns the research of topics being searched for by people using Google (or other search engines). Both content marketers and SEOs will also have a focus on creating link-worthy […]
Measuring influencer marketing programmes
As brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
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