tag:econsultancy.com,2008:/blog Posts from the Econsultancy blog 2017-05-26T15:09:25+01:00 tag:econsultancy.com,2008:BlogPost/69115 2017-05-26T15:09:25+01:00 2017-05-26T15:09:25+01:00 What marketers need to know about Google Attribution Patricio Robles <p><strong>Despite the fact that it has been a priority for years, attribution remains one of many marketers' biggest challenges.</strong></p> <p>Now, Google is trying to change that with the <a href="https://adwords.googleblog.com/2017/05/powering-ads-and-analytics-innovations.html">unveiling of a new attribution offering</a> called Google Attribution.</p><p><a href="https://econsultancy.com/blog/69115-what-marketers-need-to-know-about-google-attribution/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69120 2017-05-26T14:30:51+01:00 2017-05-26T14:30:51+01:00 10 interesting digital marketing stats from this week Nikki Gilliland <p><strong>It’s back to business this week (I'm back from gallivanting at an industry event), so let’s get straight down to some trusty stats.</strong></p> <p>The roundup includes news about UK online sales, customer targeting, and influencer marketing. You can head on over to the trusty <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">Internet Statistics Compendium</a> if you fancy delving into more.</p><p><a href="https://econsultancy.com/blog/69120-10-interesting-digital-marketing-stats-from-this-week-3/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69121 2017-05-26T12:13:00+01:00 2017-05-26T12:13:00+01:00 All the digital news stories you missed this week Ben Davis <p><strong>If you've never read our weekly news roundup before, we try to pick up a few things you most likely won't have seen.</strong></p> <p>And some of the big stories, too. Here's the latest...</p><p><a href="https://econsultancy.com/blog/69121-all-the-digital-news-stories-you-missed-this-week-35/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69113 2017-05-25T14:42:14+01:00 2017-05-25T14:42:14+01:00 Delivering data-driven content marketing for the travel industry Ray Jenkin <p><strong>The travel industry is increasingly turning to content-led strategies to create and nurture relationships at all stages of the customer journey. </strong></p> <p>And it's paying off: a 2015 Aberdeen study showed 7.8x higher year-on-year traffic for <a href="https://econsultancy.com/training/courses/content-strategy-editorial-planning-content-calendars-training/">content marketing</a> leaders versus followers. Conversion rates are also 6x higher for content marketing adopters versus non-adopters.</p><p><a href="https://econsultancy.com/blog/69113-delivering-data-driven-content-marketing-for-the-travel-industry/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69112 2017-05-25T14:02:00+01:00 2017-05-25T14:02:00+01:00 What's the difference between AI-powered personalisation and more basic segmentation? Ben Davis <p><strong>At a recent Econsultancy event I moderated a discussion about AI (more correctly, machine learning and deep learning) and marketing.</strong></p> <p>It became apparent that although the power of this technology is very much appreciated in a number of guises (including natural language processing, computer vision, and the processing of unstructured data for <a href="https://econsultancy.com/blog/68039-what-is-b2b-account-based-marketing-why-should-you-care/">account based marketing</a>), there is some confusion about how it applies to personalisation and segmentation.</p><p><a href="https://econsultancy.com/blog/69112-what-s-the-difference-between-ai-powered-personalisation-and-more-basic-segmentation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69116 2017-05-25T12:10:08+01:00 2017-05-25T12:10:08+01:00 How brands can navigate today's super-political environment Patricio Robles <p><strong>Following Brexit and the US presidential election, many brands have responded to the polarized times <a href="https://econsultancy.com/blog/68780-the-growing-politicization-of-brands-in-a-polarized-world/">by choosing to weigh in on political and social issues</a>.</strong></p> <p>But brands face numerous challenges in trying to do this successfully. Chief among them: how do brands connect with consumers at a time when so many of them don't see eye-to-eye on some of the most important issues of our time? </p><p><a href="https://econsultancy.com/blog/69116-how-brands-can-navigate-today-s-super-political-environment/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69114 2017-05-25T10:41:00+01:00 2017-05-25T10:41:00+01:00 How Subaru uses a data-driven marketing strategy to target customers Nikki Gilliland <p><strong>Subarus are not particularly sexy. Neither is the subject of data, for that matter. </strong></p> <p>Surprisingly, a combination of the two topics made for one of the most interesting sessions at this week's DataIQ Summit.</p><p><a href="https://econsultancy.com/blog/69114-how-subaru-uses-a-data-driven-marketing-strategy-to-target-customers/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69109 2017-05-24T14:10:53+01:00 2017-05-24T14:10:53+01:00 Why Visit Sweden and other tourism boards are teaming up with Airbnb Nikki Gilliland <p><strong>From cabins in Cornwall to treehouses in Hawaii – Airbnb offers unique and enticing accommodation around the world. Its latest listing is even more unusual, with the brand promoting the entire country of Sweden as the ultimate place to stay.</strong></p> <p>It is part of Airbnb’s new partnership with Visit Sweden, which aims to attract international travellers to the country.</p><p><a href="https://econsultancy.com/blog/69109-why-visit-sweden-and-other-tourism-boards-are-teaming-up-with-airbnb/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69106 2017-05-24T13:37:52+01:00 2017-05-24T13:37:52+01:00 How to upgrade pharma brand planning for a multichannel world Gregg Fisher <p><strong>It’s brand-planning season in the pharmaceutical industry and therefore a useful time to reflect on how this foundational process can be enhanced to better serve us to deliver on the promises of “customer-centric” and “multichannel” communications. </strong></p> <p>Here's a look at the common problems that occur during brand planning, and also some helpful solutions.</p><p><a href="https://econsultancy.com/blog/69106-how-to-upgrade-pharma-brand-planning-for-a-multichannel-world/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69108 2017-05-24T13:26:01+01:00 2017-05-24T13:26:01+01:00 Four tips for creating effective YouTube bumper ads Nikki Gilliland <p><strong>Earlier this year, I suggested why removing 30 second unskippable ads could prove to be a positive thing for brands. </strong></p> <p>Well, Google has only gone and backed up <a href="https://econsultancy.com/blog/68841-youtube-to-remove-30s-unskippable-ads-what-does-it-mean-for-brands/">my point</a> (thanks guys) with research showing that shorter ads can be far more successful than the aforementioned longer format.</p><p><a href="https://econsultancy.com/blog/69108-four-tips-for-creating-effective-youtube-bumper-ads/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69111 2017-05-24T08:19:00+01:00 2017-05-24T08:19:00+01:00 If you want to improve your marketing ROI, stop spending on social media James Hammersley <p><strong>Our research team at Good Growth Ltd has spent the last 18 months reviewing all the evidence on the commercial effectiveness of investing in social media marketing.  </strong></p><p><a href="https://econsultancy.com/blog/69111-if-you-want-to-improve-your-marketing-roi-stop-spending-on-social-media/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69101 2017-05-23T14:42:00+01:00 2017-05-23T14:42:00+01:00 Why increasingly efficient UX might not always be a good thing Nick Hammond <p><strong>A recent leader <a href="http://www.economist.com/news/leaders/21719799-it-time-recognise-value-bit-hassle-case-efficiency-tax">in The Economist</a> raised my interest in the little discussed area of ‘facile externality’.</strong></p> <p>The Economist summed up the concept as follows:</p><p><a href="https://econsultancy.com/blog/69101-why-increasingly-efficient-ux-might-not-always-be-a-good-thing/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69105 2017-05-23T12:30:00+01:00 2017-05-23T12:30:00+01:00 Three social media lessons from WWF’s Earth Hour Nikki Gilliland <p><strong>On March 31st this year, 2.4m people across the globe took action against climate change. </strong></p> <p>Some turned off their mobile phones, while others organised community events. But whether large or small, each action was in support of Earth Hour – WWF’s annual event to raise awareness of environmental issues.</p><p><a href="https://econsultancy.com/blog/69105-three-social-media-lessons-from-wwf-s-earth-hour/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69100 2017-05-23T11:00:00+01:00 2017-05-23T11:00:00+01:00 Six clever examples of what dynamic outdoor advertising can do Ben Davis <p><strong>I've noticed outdoor advertising as the home of some of the best dynamic marketing of late.</strong></p> <p>Now that digital billboards are well established in cities like London and advertisers are accustomed to dynamic technology, campaigns are becoming less gimmicky, more effective.</p> <p>I wanted to pick some examples of exciting digital outdoor campaigns that show what the medium can do.</p><p><a href="https://econsultancy.com/blog/69100-six-clever-examples-of-what-dynamic-outdoor-advertising-can-do/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69107 2017-05-23T00:02:00+01:00 2017-05-23T00:02:00+01:00 Three risky customer experience (CX) initiatives Jeff Rajeck <p><strong>Forrester reports that customers are willing to spend nearly five times more for excellent customer experience (CX) than they would for poor CX*.</strong></p> <p>But improving customer service comes at a cost. Besides the time and effort required, sometimes marketers need to take risks to make their company more customer-centric. Here are three examples of companies who have taken a leap in the name of CX innovation.</p><p><a href="https://econsultancy.com/blog/69107-three-risky-customer-experience-cx-initiatives/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69104 2017-05-22T15:00:00+01:00 2017-05-22T15:00:00+01:00 How Nestlé uses a start-up mentality to drive innovation Nikki Gilliland <p><strong>With over 2,000 brands under its umbrella, Nestlé is one of the world’s biggest companies. According to Pete Blackshaw, however - vice president of digital and social media – its success stems from thinking much smaller.</strong></p> <p>Speaking at Engage Prague last week, Pete suggested that a start-up mentality is the key to innovation with Nestlé. Here are a few key takeaways from his talk.</p><p><a href="https://econsultancy.com/blog/69104-how-nestle-uses-a-start-up-mentality-to-drive-innovation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69097 2017-05-22T13:00:00+01:00 2017-05-22T13:00:00+01:00 Why your internal comms team needs to embrace digital Anna Francis <p><strong>Internal communications has always taken a backseat when it comes to business priorities.</strong> </p> <p>External comms however has always been a big focus, as companies put their efforts into keeping customers happy without necessarily thinking how much of an impact their employees can have on their success.</p><p><a href="https://econsultancy.com/blog/69097-why-your-internal-comms-team-needs-to-embrace-digital/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69099 2017-05-22T11:00:00+01:00 2017-05-22T11:00:00+01:00 A day in the life of... Head of Product at a behavioural marketing company Ben Davis <p><strong>SaleCycle specialises in email and on-site remarketing (otherwise know as behavioural marketing) and the company's head of product, Michael Barber, is this week's Day in the Life interviewee.</strong></p> <p>Read on to find out what Michael has to say, and don't forget to visit the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy jobs board</a> if you're thinking of finding a new position yourself.</p><p><a href="https://econsultancy.com/blog/69099-a-day-in-the-life-of-head-of-product-at-a-behavioural-marketing-company/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69098 2017-05-22T09:45:00+01:00 2017-05-22T09:45:00+01:00 Could AI revolutionize high street retail as well as ecommerce? Ben Davis <p><strong>High street retail hasn't changed much in the last few decades.</strong></p> <p>Yep, there's <a href="https://econsultancy.com/blog/66389-what-does-the-ideal-click-and-collect-service-look-like/">click and collect</a> and online returns but, as in years gone by, product buyers decide what will sell by using a mix of nous and trends analysis.</p><p><a href="https://econsultancy.com/blog/69098-could-ai-revolutionize-high-street-retail-as-well-as-ecommerce/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69103 2017-05-19T14:04:48+01:00 2017-05-19T14:04:48+01:00 10 fascinating digital marketing statistics from this week David Moth <p><strong>It’s Friday, so that means it’s time for our world famous digital marketing stats roundup.</strong></p> <p>This week it includes basket abandonment, Google Shopping and SEO in the insurance industry.</p><p><a href="https://econsultancy.com/blog/69103-10-fascinating-digital-marketing-statistics-from-this-week/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69102 2017-05-19T12:43:10+01:00 2017-05-19T12:43:10+01:00 Dead relatives and robotic exoskeletons (and the rest of this week's digital news) Ben Davis <p><strong>AI (of course), robotic exoskeletons, and badly judged TV adverts (of course) are all in the news this week.</strong></p> <p>Here's some stuff you might have missed...</p><p><a href="https://econsultancy.com/blog/69102-dead-relatives-and-robotic-exoskeletons-and-the-rest-of-this-week-s-digital-news/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69096 2017-05-19T11:08:00+01:00 2017-05-19T11:08:00+01:00 Four reasons luxury brands are embracing influencers Nikki Gilliland <p><strong>While the mass market appeal of social media might seem at odds with the exclusive nature of high-end fashion, many luxury brands are starting to embrace influencer marketing.</strong> </p> <p>In fact, it has become a core strategy for some of the world's biggest luxury brands.</p><p><a href="https://econsultancy.com/blog/69096-four-reasons-luxury-brands-are-embracing-influencers/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69083 2017-05-18T15:00:00+01:00 2017-05-18T15:00:00+01:00 Let’s put the ‘personal’ back in personalization by using living profiles Glen Hartman <p><strong>We in the marketing business know there is no such thing as ‘The Customer.’  And even an individual customers’ habits, preferences, and needs change constantly.  </strong></p> <p>This means there’s a two-fold challenge for brands wanting to truly understand their customers: zooming in on the individual and keeping track of the changes that drive them and influence their decisions. </p><p><a href="https://econsultancy.com/blog/69083-let-s-put-the-personal-back-in-personalization-by-using-living-profiles/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69095 2017-05-18T14:10:00+01:00 2017-05-18T14:10:00+01:00 How Coca-Cola is using smartphone data to personalise in-store ads Nikki Gilliland <p><strong>When it comes to online shopping, temptation lurks on every web page. This is because – while you might have decided against buying that new pair of shoes you were eyeing up – you’re bound to see a targeted ad for them sooner or later. </strong></p> <p>As consumers, we’re used to being targeted in this way. But what if you were to see an ad based on your mobile browsing history in an actual supermarket?</p><p><a href="https://econsultancy.com/blog/69095-how-coca-cola-is-using-smartphone-data-to-personalise-in-store-ads/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69092 2017-05-18T11:10:20+01:00 2017-05-18T11:10:20+01:00 Skoda uses real-time traffic data as part of digital OOH campaign Nikki Gilliland <p><strong>Skoda UK has launched a new digital out-of-home campaign to promote the new Kodiaq SUV. Combining contextual data with inspirational messaging, it’s a pretty nifty example of digital out-of-home (DOOH) advertising.</strong></p> <p>Here a run-down of the campaign and a few reasons why it works.</p><p><a href="https://econsultancy.com/blog/69092-skoda-uses-real-time-traffic-data-as-part-of-digital-ooh-campaign/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69078 2017-05-18T10:55:05+01:00 2017-05-18T10:55:05+01:00 How brands are tapping into the transformation economy Nikki Gilliland <p><strong>According to research, 72% of young consumers prefer to spend money on experiences rather than possessions. When that experience is in some way transformative – i.e. resulting in the improvement of physical or emotional well-being – it becomes all the more desirable.</strong></p> <p>This is the idea behind the ‘transformation economy’, where brands sell the promise of personal achievement over and above material possessions. </p><p><a href="https://econsultancy.com/blog/69078-how-brands-are-tapping-into-the-transformation-economy/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69091 2017-05-17T14:19:02+01:00 2017-05-17T14:19:02+01:00 How Mr & Mrs Smith differentiates itself from digital competitors Nikki Gilliland <p><strong>The average travel consumer is said to carry out 20 searches and look at 38 websites before making an online booking. </strong></p> <p>So, how does a boutique travel agency ensure it captures attention in an increasingly competitive digital space?</p><p><a href="https://econsultancy.com/blog/69091-how-mr-mrs-smith-differentiates-itself-from-digital-competitors/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69085 2017-05-17T14:07:00+01:00 2017-05-17T14:07:00+01:00 Forget the headlines, ad tech’s best days lie ahead Dale Lovell <p dir="ltr"><strong>With recent, damaging claims that certain programmatic ads have had a role in unexpectedly <a href="http://www.bbc.co.uk/news/business-39325916">helping to promote hate speech</a>, and even worse, to fund terrorism, ad tech’s reputation has taken a real battering in the last few months.  </strong></p><p><a href="https://econsultancy.com/blog/69085-forget-the-headlines-ad-tech-s-best-days-lie-ahead/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69043 2017-05-17T11:46:27+01:00 2017-05-17T11:46:27+01:00 The 15 biggest moments in marketing since the launch of the iPhone Ben Davis <p><strong>Steve Jobs unveiled the first iPhone in January of 2007.</strong></p> <p>It turned out to be an important moment in technology, society more generally and, ergo, for marketers, too. But what about in the intervening years (10 at time of writing), what were the biggest moments in marketing?</p> <p>Here's my attempt at a list of 15. In what you may think of as a cop out, I haven't ranked each event (my head is safely below the parapet).</p><p><a href="https://econsultancy.com/blog/69043-the-15-biggest-moments-in-marketing-since-the-launch-of-the-iphone/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69094 2017-05-17T10:36:26+01:00 2017-05-17T10:36:26+01:00 Five examples of brands using interactive video Nikki Gilliland <p><strong>With 80% of all web traffic predicted to come from video by 2019, the demand for video content is greater than ever before. Unsurprisingly, it's become an integral part of many brand marketing strategies.</strong></p> <p>Due to the rise in video's popularity, however, it’s become all the more difficult for brands to capture user attention – not to mention hold it for longer than five seconds.</p><p><a href="https://econsultancy.com/blog/69094-five-examples-of-brands-using-interactive-video/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69081 2017-05-16T12:42:00+01:00 2017-05-16T12:42:00+01:00 Six ways brand marketers can bring the funny without being cringeworthy Dan Brotzel <p><strong>People like stuff that makes them laugh, according to a new study of one person (me). </strong></p> <p>Laughing was found to be conducive to feelings of wellbeing, and the providers of that laughter were likely to be viewed with feelings of positivity and even warmth. Fact. </p> <p>We don’t need to cite a load of research to know that, in marketing as in life, humour works. It makes us feel good, it makes people more attractive, it lightens our day; hell, sometimes it even gets people to share content by brands.</p><p><a href="https://econsultancy.com/blog/69081-six-ways-brand-marketers-can-bring-the-funny-without-being-cringeworthy/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69086 2017-05-16T11:20:00+01:00 2017-05-16T11:20:00+01:00 How Adidas uses digital to enable powerful experiences Nikki Gilliland <p><strong>While the first day of Adobe Summit was all about brand experiences, the second was centred around the emotions that they evoke.</strong></p> <p>According to John Mellor, the VP of Strategy and Marketing at Adobe, emotion is the currency of experience. Ultimately, this means it helps to create a stronger and more loyal connection with consumers – even inspire personal achievements and goals.</p><p><a href="https://econsultancy.com/blog/69086-how-adidas-uses-digital-to-enable-powerful-experiences/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68929 2017-05-16T10:00:00+01:00 2017-05-16T10:00:00+01:00 Digital crisis comms: How TfL's social media team copes with Tube strikes Nikki Gilliland <p><strong>If you’ve ever experienced London in the midst of a Tube strike, you’ll know that it can be a lot trickier to get around the city</strong><strong>. </strong></p> <p>London Underground handles almost 5m passenger journeys per day and when there’s a strike all those people have to find alternative means of transport. Inevitably commuters become frustrated and turn to social media for information or to vent their anger.</p><p><a href="https://econsultancy.com/blog/68929-digital-crisis-comms-how-tfl-s-social-media-team-copes-with-tube-strikes/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69093 2017-05-16T09:45:00+01:00 2017-05-16T09:45:00+01:00 How WAH Nails is using VR to enhance the salon experience Nikki Gilliland <p><strong>Trying to decide what colour to paint your nails is up there with all the other crucial, life-and-death decisions we face in life. Like choosing a pizza topping or a new Netflix series.</strong></p> <p>Trust me, this dilemma can actually be a pretty big problem for beauty salons. After all, the slower a customer makes a decision, the less time there is left in a day to squeeze in extra appointments.</p><p><a href="https://econsultancy.com/blog/69093-how-wah-nails-is-using-vr-to-enhance-the-salon-experience/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69089 2017-05-16T00:01:00+01:00 2017-05-16T00:01:00+01:00 Three great sources for mobile consumer data (and why they are so great) Jeff Rajeck <p><strong>While it's interesting to see the extent of mobile's influence nowadays, reports which talk about mobile in general are useful only to a point.</strong></p> <p>For board-level presentations, knowing that mobile penetration is 75% in a target market may be sufficient, but when trying to decide how a brand can serve the mobile consumer more effectively, more granular data is needed.</p><p><a href="https://econsultancy.com/blog/69089-three-great-sources-for-mobile-consumer-data-and-why-they-are-so-great/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69075 2017-05-15T15:00:00+01:00 2017-05-15T15:00:00+01:00 Is it too early to predict that Amazon will win the voice-controlled speaker market? Patricio Robles <p><strong>Voice-controlled speakers are one of the primary interfaces through which consumers are interacting with voice-based intelligent personal assistants.</strong></p> <p>Therefore it's no surprise that two of tech's biggest names, Google and Amazon, are battling to control the market for these devices.</p><p><a href="https://econsultancy.com/blog/69075-is-it-too-early-to-predict-that-amazon-will-win-the-voice-controlled-speaker-market/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69057 2017-05-15T13:00:00+01:00 2017-05-15T13:00:00+01:00 Walk before you run: Marketers must get the basics right before they turn to AI Tink Taylor <p><strong>Although Artificial Intelligence (AI) has a very rich history, it wasn’t until the 20th century that the technology began to move forward at a significant pace. </strong></p> <p>In 1914, <a href="http://history-computer.com/Dreamers/Torres_chess.html">the first chess playing machine was created</a>; and by 1997, AI was sufficiently developed to defeat Garry Kasparov, a chess grandmaster and widely considered one of the game’s greatest players.</p><p><a href="https://econsultancy.com/blog/69057-walk-before-you-run-marketers-must-get-the-basics-right-before-they-turn-to-ai/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69088 2017-05-15T11:00:00+01:00 2017-05-15T11:00:00+01:00 A day in the life of… Assistant PR Manager for VisitScotland Nikki Gilliland <p><strong>It’s time for a new Day in the Life, which this week comes from Assistant PR Manager for <a href="https://econsultancy.com/blog/69052-how-visitscotland-is-transforming-the-traditional-tourist-body/" target="_blank">VisitScotland</a>, Juliane Frank. Here’s a run-down of her typical working day.</strong></p> <p>If you are looking for new opportunities yourself, you can also check out the Econsultancy <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">jobs board</a>. </p><p><a href="https://econsultancy.com/blog/69088-a-day-in-the-life-of-assistant-pr-manager-for-visitscotland/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69059 2017-05-15T09:37:14+01:00 2017-05-15T09:37:14+01:00 Preparing for a Magento 1 to Magento 2 migration Paul Rogers <p><strong>Since its launch at the end of 2015, Magento 2 has been praised as a dramatic improvement on Magento 1.x versions (with significant changes in terms of usability, performance and functionality).</strong></p> <p>It has also been questioned for its premature release and lack of stability in core areas (such as checkout, product import payments etc). More recent feedback has been far more positive (especially on the last two releases), however lots of merchants are still struggling with the decision on whether to stick with Magento and, if so, when to migrate.</p><p><a href="https://econsultancy.com/blog/69059-preparing-for-a-magento-1-to-magento-2-migration/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69070 2017-05-12T15:00:00+01:00 2017-05-12T15:00:00+01:00 Three secrets to leading in customer experience: Customer-focus, speed and the profit motive Stefan Tornquist <p><strong>Over a series of posts, we’ve looked at the evolution occurring in marketing measurement and how it can better reflect and contribute to the larger business.</strong></p> <p>In this final piece, we take a look at the broad topic of customer experience and how measurement is a factor in leaders’ success.</p><p><a href="https://econsultancy.com/blog/69070-three-secrets-to-leading-in-customer-experience-customer-focus-speed-and-the-profit-motive/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69090 2017-05-12T12:41:01+01:00 2017-05-12T12:41:01+01:00 10 super digital marketing stats from this week Nikki Gilliland <p><strong>This week’s stats roundup is somewhat of a mixed bag. It includes news about AR, Amazon Echo, and Eurovision. What a world we live in.</strong></p> <p>Don’t forget, you can also download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further insight. </p><p><a href="https://econsultancy.com/blog/69090-10-super-digital-marketing-stats-from-this-week/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69087 2017-05-12T11:26:00+01:00 2017-05-12T11:26:00+01:00 All the digital news stories you missed this week Ben Davis <p><strong>There's a greasy feel to this week's digital news, with a couple of fast food stories to start.</strong></p> <p>Other morsels of interest include AR adverts, some stock market joy, smart speakers and some masterly marketing from Nike.</p> <p>Do you want fries with that?</p><p><a href="https://econsultancy.com/blog/69087-all-the-digital-news-stories-you-missed-this-week-34/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69082 2017-05-12T10:00:00+01:00 2017-05-12T10:00:00+01:00 How Coca-Cola uses design to create a memorable customer experience Nikki Gilliland <p><strong>Brad Rencher, Executive Vice President at Adobe, kicked off the first day of this year’s Adobe Summit London with a speech on why ‘experiences’ are at the heart of the most successful brands.</strong></p> <p>Coca Cola is arguably one of the biggest experience-based brands of all time, with both its past and future shaped by how it is able to communicate the idea that there is no better one than drinking an ice cold Coke.</p><p><a href="https://econsultancy.com/blog/69082-how-coca-cola-uses-design-to-create-a-memorable-customer-experience/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69069 2017-05-11T14:42:00+01:00 2017-05-11T14:42:00+01:00 An audience of individuals: Leading marketers are investing in a first-party future Stefan Tornquist <p><strong>Personalization has always been a core value in digital marketing, but the reality never quite caught up with the promise. Finally that appears to be changing. </strong></p> <p>The technologies for one-to-one experiences and marketing are available to a wide market and, perhaps more importantly, the capability is seen as a strategic advantage in response to the growing power of the consumer.</p><p><a href="https://econsultancy.com/blog/69069-an-audience-of-individuals-leading-marketers-are-investing-in-a-first-party-future/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69072 2017-05-11T13:20:00+01:00 2017-05-11T13:20:00+01:00 Why DMPs must be deeply integrated in tomorrow's marketing stack Chris O'Hara <p><strong>What is the future of data management platforms? This is a question I get asked a lot.</strong></p> <p>The short answer is that DMPs are now part of larger marketing stacks, and brands realize that harnessing their data is a top priority in order to deliver more efficient marketing.</p><p><a href="https://econsultancy.com/blog/69072-why-dmps-must-be-deeply-integrated-in-tomorrow-s-marketing-stack/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69064 2017-05-11T11:41:58+01:00 2017-05-11T11:41:58+01:00 Will Instagram pods impact influencer marketing? Nikki Gilliland <p><strong>In 2016, Instagram scrapped its chronological news feed for an <a href="https://econsultancy.com/blog/67656-instagram-is-shaking-up-its-feed-with-an-algorithm-what-brands-need-to-know/" target="_blank">algorithmic timeline</a>. Naturally, many users bemoaned the change, complaining that it’d make it even harder for posts to reach audiences. </strong></p> <p>Now, it appears Instagram communities are attempting to fight the algorithm by forming Instagram pods.</p><p><a href="https://econsultancy.com/blog/69064-will-instagram-pods-impact-influencer-marketing/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69084 2017-05-11T11:02:47+01:00 2017-05-11T11:02:47+01:00 Last chance to enter the Masters of Marketing Awards 2017 Ben Davis <p><strong>Brand marketers, agencies, consultants, designers and PRs, you have until Monday 15th May to enter the biggest and best marketing awards around.</strong></p> <p>Here's what you need to know about the <a href="http://www.festivalofmarketing.com/awards">Masters of Marketing Awards 2017</a>...</p><p><a href="https://econsultancy.com/blog/69084-last-chance-to-enter-the-masters-of-marketing-awards-2017/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69077 2017-05-11T09:50:00+01:00 2017-05-11T09:50:00+01:00 Three reasons fast food brands use secret menus Nikki Gilliland <p><strong>What’s pink and blue and comes with a casual 56 grams of sugar? That'll be the Unicorn Frappucino, which is sadly not a joke, but a legitimate limited edition drink recently created by Starbucks.</strong></p> <p>It’s also just one example of a brand using hidden menu items as part of a marketing strategy.</p><p><a href="https://econsultancy.com/blog/69077-three-reasons-fast-food-brands-use-secret-menus/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69079 2017-05-11T00:01:00+01:00 2017-05-11T00:01:00+01:00 The best APAC digital marketing stats from April 2017 Ben Davis <p><strong>I've been on holiday, so this month's roundup of APAC digital marketing stats is a little late.</strong></p> <p>Apologies for that, but there's still plenty of interesting stats to consume, from India's Facebook boom to the number of APAC companies undergoing digital transformation.</p> <p>As ever, check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium/">Internet Statistics Compendium</a> for more.</p><p><a href="https://econsultancy.com/blog/69079-the-best-apac-digital-marketing-stats-from-april-2017/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69068 2017-05-10T15:00:00+01:00 2017-05-10T15:00:00+01:00 Reorienting to the customer journey: Three lessons from successful brands Stefan Tornquist <p><strong>There’s a lot we don’t know about customer behavior and motivation.</strong></p> <p>Even though there has never been more information about what they’re thinking and doing, marketing is challenged by a buying process that jumps back and forth between the online and offline spheres and often involves multiple devices.</p><p><a href="https://econsultancy.com/blog/69068-reorienting-to-the-customer-journey-three-lessons-from-successful-brands/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p>