tag:econsultancy.com,2008:/blog Posts from the Econsultancy blog 2017-10-20T16:15:04+01:00 tag:econsultancy.com,2008:BlogPost/69516 2017-10-20T16:15:04+01:00 2017-10-20T16:15:04+01:00 10 important digital marketing stats we’ve seen this week Nikki Gilliland <p><strong>We’ve got a treasure trove of stats for you to dive into this week.</strong></p> <p>The roundup includes news about consumer trust, click and collect, GDPR, and ad spend. Oh and don’t forget, the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> is ready and waiting should you be left wanting more.</p><p><a href="https://econsultancy.com/blog/69516-10-important-digital-marketing-stats-we-ve-seen-this-week/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69518 2017-10-20T12:34:20+01:00 2017-10-20T12:34:20+01:00 The most joyful digital news stories from this week David Moth <p><strong>Ladies and gentlemen, this is the news.</strong></p><p><a href="https://econsultancy.com/blog/69518-the-most-joyful-digital-news-stories-from-this-week-2/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69515 2017-10-20T10:21:10+01:00 2017-10-20T10:21:10+01:00 The changing consumer landscape: How brands can keep up with sky high customer expectations Nikki Gilliland <p><strong>According to Ray Wang, the founder of Constellation Research – customer loyalty is dead. We are now living in an ‘attention economy’, which means that if you’re not capturing the consumer’s attention or saving them time, they’re just not interested.</strong></p><p><a href="https://econsultancy.com/blog/69515-the-changing-consumer-landscape-how-brands-can-keep-up-with-sky-high-customer-expectations/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69509 2017-10-20T01:00:00+01:00 2017-10-20T01:00:00+01:00 Four things to know about agile marketing before you try it Jeff Rajeck <p><strong>It's that time of year again. That time when marketers look at what they've accomplished this year and think, should we be doing things differently?</strong></p><p><a href="https://econsultancy.com/blog/69509-four-things-to-know-about-agile-marketing-before-you-try-it/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69503 2017-10-19T14:00:00+01:00 2017-10-19T14:00:00+01:00 Five brands putting employees at the heart of their influencer strategy Andrew Seel <p><strong>High-profile influencers on social media platforms have continued to grab the headlines in 2017, but a different kind of influencer tribe has been steadily getting more brand traction: employee advocates.</strong></p><p><a href="https://econsultancy.com/blog/69503-five-brands-putting-employees-at-the-heart-of-their-influencer-strategy/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69507 2017-10-19T12:00:00+01:00 2017-10-19T12:00:00+01:00 Why Jack Wills and other fashion brands are prioritising influencer content Nikki Gilliland <p><strong>When it comes to promoting new season collections, many fashion brands use influencer content to complement as well as boost awareness of their main marketing campaigns. </strong></p> <p>For British retailer Jack Wills, this content is now taking centre stage. Instead of dedicating a large budget to professional photo shoots, Jack Wills has been working in conjunction with social media influencers to create content to promote its new collections.</p><p><a href="https://econsultancy.com/blog/69507-why-jack-wills-and-other-fashion-brands-are-prioritising-influencer-content/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69489 2017-10-19T09:52:00+01:00 2017-10-19T09:52:00+01:00 The changing face of consumer trust and the implications for marketers Nick Hammond <p><strong>I had the pleasure of hearing author Rachel Botsman speak at two events recently – NESTA and the Royal Society of Arts alongside Andy Haldane of the Bank of England.  </strong></p><p><a href="https://econsultancy.com/blog/69489-the-changing-face-of-consumer-trust-and-the-implications-for-marketers/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69508 2017-10-19T01:00:00+01:00 2017-10-19T01:00:00+01:00 10 top tips for those getting started with marketing automation Jeff Rajeck <p><strong>Automation has been a marketing goal for many years now. Most companies have identified tasks, such as abandoned cart emails, which are better handled by an always-on algorithm than a marketer.</strong></p><p><a href="https://econsultancy.com/blog/69508-10-top-tips-for-those-getting-started-with-marketing-automation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69400 2017-10-18T12:00:00+01:00 2017-10-18T12:00:00+01:00 Ask the experts: Paid social media trends, challenges & strategy Ben Davis <p><strong>Next up for our 'ask the experts' series is paid social media.</strong></p> <p>We've got some consultants and agency bods to give us their opinions on everything from Snapchat to strategy, video to influencers. There's quite a lot to digest so you can use the hyperlinks below to jump between questions.</p><p><a href="https://econsultancy.com/blog/69400-ask-the-experts-paid-social-media-trends-challenges-strategy/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69499 2017-10-18T10:00:00+01:00 2017-10-18T10:00:00+01:00 Four lessons retailers can learn from Ted Baker’s international growth Nikki Gilliland <p><strong>It’s proving to be a pretty good year for British retailer Ted Baker. The brand has just announced a 14% increase in half-year revenues, as well as an impressive 43.8% rise in ecommerce sales.</strong></p> <p>It’s not just the UK that’s been loving Ted Baker either. Sales in the US increased 18%, while sales in Asia rose nearly 30%.</p><p><a href="https://econsultancy.com/blog/69499-four-lessons-retailers-can-learn-from-ted-baker-s-international-growth/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69504 2017-10-18T01:00:00+01:00 2017-10-18T01:00:00+01:00 Three promising signs that companies are finally starting to appreciate CX Jeff Rajeck <p><strong>For years it has felt like we're stuck at the beginning of the journey toward improving customer experience (CX).</strong></p> <p>We know what we want to achieve (great CX), we have plenty of ideas about how to do it, yet very few of our organisations have truly aligned their objectives with the customers'.</p><p><a href="https://econsultancy.com/blog/69504-three-promising-signs-that-companies-are-finally-starting-to-appreciate-cx/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69496 2017-10-17T14:30:00+01:00 2017-10-17T14:30:00+01:00 Four examples of automotive brands that are innovating the customer experience Patricio Robles <p><strong>Disruption is a common theme these days and while it's hard to create a list of industries that are being disrupted the most, there's no doubt that the auto industry is a contender.</strong></p> <p>Consumers are redefining their relationship with cars, from the way they acquire them to how they use them, and that means automakers need to rethink their roles and how they operate in the market.</p><p><a href="https://econsultancy.com/blog/69496-four-examples-of-automotive-brands-that-are-innovating-the-customer-experience/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69494 2017-10-17T12:00:00+01:00 2017-10-17T12:00:00+01:00 Four reasons fashion brands are launching their own beauty ranges Nikki Gilliland <p><strong>Last month, fast-fashion retailer Boohoo announced that it would be launching a new beauty range. </strong></p> <p>With products starting from as little as £4, Boohoo Cosmetics is designed to offer consumers an alternative to high-end beauty.</p><p><a href="https://econsultancy.com/blog/69494-four-reasons-fashion-brands-are-launching-their-own-beauty-ranges/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69491 2017-10-17T10:00:00+01:00 2017-10-17T10:00:00+01:00 Why digital out-of-home advertising is not really digital (yet) Nick Hammond <p><strong>Digital out-of-home advertising (DOOH) is predicted to hit 50% of all outdoor revenue by the end of 2017, while the number of digital screens in the UK has increased from 2,056 in 2009 to over 17,000 in 2017 thanks to investment of around £100m.</strong></p><p><a href="https://econsultancy.com/blog/69491-why-digital-out-of-home-advertising-is-not-really-digital-yet/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69500 2017-10-17T01:00:00+01:00 2017-10-17T01:00:00+01:00 The four habits of successful data-driven marketers Jeff Rajeck <p><strong>As marketers, we are constantly encouraged to be 'data-driven'. For starters, we are expected to keep a close eye on acquisition costs, track funnel metrics, and keep tabs on conversion rates.</strong></p><p><a href="https://econsultancy.com/blog/69500-the-four-habits-of-successful-data-driven-marketers/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69501 2017-10-16T15:57:00+01:00 2017-10-16T15:57:00+01:00 Pharma must use digital to meet the needs of decision makers: report Patricio Robles <p><strong>The decision makers who decide which drugs appear on their hospital or insurance plan's drug formulary are increasingly reliant on information delivered through digital channels, presenting pharmaceutical companies with a digital imperative.</strong></p><p><a href="https://econsultancy.com/blog/69501-pharma-must-use-digital-to-meet-the-needs-of-decision-makers-report/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69505 2017-10-16T14:17:51+01:00 2017-10-16T14:17:51+01:00 Eight effective examples of quizzes in content marketing Nikki Gilliland <p><strong>From your ‘spirit animal’ to what you spread on your toast in the morning – some brands probably know more about you than your closest mates.  </strong></p> <p>How, exactly?</p><p><a href="https://econsultancy.com/blog/69505-eight-effective-examples-of-quizzes-in-content-marketing/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69456 2017-10-16T12:00:00+01:00 2017-10-16T12:00:00+01:00 How mobile apps can shape the Premier League fan & player experience Ben Davis <p><strong>At Econsultancy we've been talking quite a lot recently to football clubs and their agencies (see the bottom of this article for links).</strong></p> <p>After chatting to Reading Room about <a href="https://econsultancy.com/blog/69332-how-premier-league-club-websites-are-changing-a-swansea-and-stoke-case-study/">their work with Swansea, Stoke and Middlesbrough</a>, I was contacted by Other Media, who are the app developers for Swansea City FC.</p><p><a href="https://econsultancy.com/blog/69456-how-mobile-apps-can-shape-the-premier-league-fan-player-experience/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69428 2017-10-16T09:55:54+01:00 2017-10-16T09:55:54+01:00 A day in the life of... product director at Media iQ Ben Davis <p><strong>John Goulding is global product director at Media iQ, a company which uses its proprietry analytics technology platform to deliver better targeted digital advertising campaigns.</strong></p> <p>Goulding gives us some nice insights into the world of programmatic, as well as letting us know what he gets up to day-to-day.</p><p><a href="https://econsultancy.com/blog/69428-a-day-in-the-life-of-product-director-at-media-iq/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69506 2017-10-13T17:06:59+01:00 2017-10-13T17:06:59+01:00 10 thrilling digital marketing stats we’ve seen this week Nikki Gilliland <p><strong>It’s that time of the week when we regale you with some glorious digital marketing stats.</strong></p> <p>This week’s roundup includes news about ecommerce reviews, CRO, AI, and digital payments. Be sure to head on over to the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for lots more.</p><p><a href="https://econsultancy.com/blog/69506-10-thrilling-digital-marketing-stats-we-ve-seen-this-week-2/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69416 2017-10-13T11:27:00+01:00 2017-10-13T11:27:00+01:00 Mobile’s sorted, isn’t it? So why aren’t things getting better for many hotel chains? Martin Jordan <p><strong>It goes without saying that if you're a hotelier in 2017 and your website is not mobile friendly, then consider your digital strategy dead.</strong></p><p><a href="https://econsultancy.com/blog/69416-mobile-s-sorted-isn-t-it-so-why-aren-t-things-getting-better-for-many-hotel-chains/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69502 2017-10-13T10:40:00+01:00 2017-10-13T10:40:00+01:00 The most joyful digital news stories from the last week Ben Davis <p><strong>I enjoyed writing this week's joyful digital news. I hope you enjoy reading it.</strong></p><p><a href="https://econsultancy.com/blog/69502-the-most-joyful-digital-news-stories-from-the-last-week-13/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69493 2017-10-13T08:49:00+01:00 2017-10-13T08:49:00+01:00 Majestic Wine revamps website with focus on some familiar social proof tactics Nikki Gilliland <p><strong>Most people buy wine as part of their weekly shop or during a last-minute dash to the off licence. </strong></p> <p>Majestic Wine is perhaps a destination for the more discerning drinker. However, with over 200 stores in the UK and a recently revamped ecommerce site, it’s aiming to draw in the masses with a customer-centric UX.<strong> </strong></p><p><a href="https://econsultancy.com/blog/69493-majestic-wine-revamps-website-with-focus-on-some-familiar-social-proof-tactics/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69474 2017-10-12T14:30:00+01:00 2017-10-12T14:30:00+01:00 The myth of storytelling in marketing and why brands should encourage 'story sharing' Nick Hammond <p><strong>The word ‘story’ is so compelling (and so heavily employed) in marketing, because it evokes emotional reactions rooted in our childhood. Many of the stories told us by our parents were in turn heard from their parents before that and so on. </strong></p> <p>It is this transferred passion and heritage that makes the word, and associations we have with it, so powerful. </p><p><a href="https://econsultancy.com/blog/69474-the-myth-of-storytelling-in-marketing-and-why-brands-should-encourage-story-sharing/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69497 2017-10-12T09:24:29+01:00 2017-10-12T09:24:29+01:00 Research shows fewer marketers see CRO as ‘crucial’ in 2017, but is the discipline misunderstood? Ben Davis <p><strong>Econsultancy has published its new <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">Conversion Rate Optimization (CRO) Report</a>, in association with RedEye, for the ninth consecutive year.</strong></p> <p>This year, a combination of survey results and expert comment paint a picture of a misunderstood discipline which can deliver consistent value for businesses, but only with the right data, skills and collaborative approach.</p><p><a href="https://econsultancy.com/blog/69497-research-shows-fewer-marketers-see-cro-as-crucial-in-2017-but-is-the-discipline-misunderstood/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69485 2017-10-12T01:00:00+01:00 2017-10-12T01:00:00+01:00 The single best way to improve your online advertising Jeff Rajeck <p><strong>One of the most popular topics at Econsultancy events is online advertising.</strong></p> <p>Countless discussions have been had about paying for social media reach, whether to retarget or not, and the latest on programmatic buying.</p><p><a href="https://econsultancy.com/blog/69485-the-single-best-way-to-improve-your-online-advertising/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69492 2017-10-11T13:30:00+01:00 2017-10-11T13:30:00+01:00 How to engineer your definitive digital PR campaign Alex Jones <p><strong>Digital PR is currently experiencing a boom. </strong></p> <p>With Google increasing its scrutiny on what it believes to be unnatural or spam links, and old school black-hat link-building techniques being rendered useless thanks to this year's Penguin update, marketing managers are realising that mentions and links from the press are becoming vitally important for their marketing strategy.</p><p><a href="https://econsultancy.com/blog/69492-how-to-engineer-your-definitive-digital-pr-campaign/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69480 2017-10-11T11:30:00+01:00 2017-10-11T11:30:00+01:00 Start Me Up! Compare My Move, the removals comparison site Ben Davis <p><strong>Well folks, we haven't profiled a startup for a while, but with our '<a href="https://econsultancy.com/search/?locale=uk&amp;q=a%20day%20in%20the%20life">Day in the Life</a>' feature a firm favourite again, we thought we should bring back '<a href="https://econsultancy.com/search/?only=BlogPost&amp;locale=uk&amp;q=start%20me%20up">Start Me Up</a>', too.</strong></p> <p>This week we have a word with the team from Cardiff-based startup <a href="https://www.comparemymove.com/">Compare My Move</a>.</p><p><a href="https://econsultancy.com/blog/69480-start-me-up-compare-my-move-the-removals-comparison-site/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69495 2017-10-11T10:16:00+01:00 2017-10-11T10:16:00+01:00 Why the butterfly effect is killing the conversion optimisation industry Paul Rouke <p><strong>I have spent the last 15+ years working in the digital industry, primarily in user research, UX and “conversion optimisation”.</strong></p> <p>My experiences running a conversion optimisation agency have led me to conclude that the conversion optimisation industry is really, really messed up.</p><p><a href="https://econsultancy.com/blog/69495-why-the-butterfly-effect-is-killing-the-conversion-optimisation-industry/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69488 2017-10-10T13:18:00+01:00 2017-10-10T13:18:00+01:00 The seven stages of smart ecommerce marketing Ivan Mazour <p><strong>As Toys ‘R’ Us files for bankruptcy protection in the US and Canada, we’re again reminded of the brutal (and overcrowded) market retailers today operate in. The 69-year-old toyshop cited “unrelenting competition from ecommerce and big box retailers” as just one of the reasons for its insolvency. </strong></p><p><a href="https://econsultancy.com/blog/69488-the-seven-stages-of-smart-ecommerce-marketing/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69487 2017-10-10T11:00:00+01:00 2017-10-10T11:00:00+01:00 The state of marketing attribution: Research Nikki Gilliland <p><strong>Econsultancy’s <a href="https://econsultancy.com/reports/2017-state-of-marketing-attribution/" target="_blank">State of Marketing Attribution</a> report, published in association with AdRoll, looks into the current adoption levels of marketing attribution. </strong></p> <p>It also investigates what skills are required for success, the effectiveness of various attribution methods, as well as the barriers marketers face today.</p><p><a href="https://econsultancy.com/blog/69487-the-state-of-marketing-attribution-research/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69464 2017-10-10T09:15:00+01:00 2017-10-10T09:15:00+01:00 Five delicious reasons behind Hotel Chocolat’s boost in profits Nikki Gilliland <p><strong>A mainstay on the high street - Hotel Chocolat has been delighting Brits with unnecessarily elaborate chocolate since 2004.</strong></p> <p>Only recently, however, has the retailer started to enjoy a notable period of growth.</p><p><a href="https://econsultancy.com/blog/69464-five-delicious-reasons-behind-hotel-chocolat-s-boost-in-profits/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69484 2017-10-10T00:01:00+01:00 2017-10-10T00:01:00+01:00 The best APAC digital marketing stats from September 2017 Ben Davis <p><strong>September wasn't the busiest month for digital marketing studies and surveys in Asia Pacific, but there were some interesting insights into mobile shopping, younger consumers and Hong Kong.</strong></p> <p>Dive in for more, or for a bigger sea of stats, subscribers can download the <a href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a>.</p><p><a href="https://econsultancy.com/blog/69484-the-best-apac-digital-marketing-stats-from-september-2017/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69476 2017-10-09T15:25:04+01:00 2017-10-09T15:25:04+01:00 Three important digital trends from our new media and entertainment sector research Arliss Coates <p><strong>Our new<a href="https://econsultancy.com/reports/trends-technology-and-the-impact-of-data-in-media-and-entertainment/"><em> Trends, Technology and the Impact of Data in Media and Entertainment</em></a> report, published in association with Adobe, explores the trends and challenges facing companies in the technology-beset field of media and entertainment.</strong></p><p><a href="https://econsultancy.com/blog/69476-three-important-digital-trends-from-our-new-media-and-entertainment-sector-research/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69479 2017-10-09T14:30:00+01:00 2017-10-09T14:30:00+01:00 A beginner's guide to Facebook Custom Audiences Patricio Robles <p><strong>Thanks to its treasure trove of data, in little more than a decade, Facebook has fast become one of the most important marketing channels for many businesses.</strong></p> <p>But for many marketers, Facebook's most productive targeting functionality is <a href="https://econsultancy.com/blog/10643-facebook-s-custom-audiences-targeting-allows-advertisers-to-stalk-their-customers">Custom Audiences</a>, which allows marketers to deliver Facebook ads to users they're already interacting with.</p><p><a href="https://econsultancy.com/blog/69479-a-beginner-s-guide-to-facebook-custom-audiences/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69427 2017-10-09T12:30:00+01:00 2017-10-09T12:30:00+01:00 A day in the life of... general manager at MaxPoint Ben Davis <p><strong>Paul Maraviglia is general manager, Europe for MaxPoint, and the latest interviewee in our Day in the Life feature.</strong></p> <p>In their own words, <a href="https://maxpoint.com/">MaxPoint</a> is "a marketing technology company that generates hyperlocal intelligence to optimize brand and retail performance."</p><p><a href="https://econsultancy.com/blog/69427-a-day-in-the-life-of-general-manager-at-maxpoint/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69482 2017-10-09T09:35:00+01:00 2017-10-09T09:35:00+01:00 30+ interesting quotes from top brands at the Festival of Marketing 2017 Ben Davis <p><strong><a href="https://goo.gl/dsqgYw">Festival of Marketing</a> 2017 was epic (and we know that's an over-used word, but it was).</strong></p> <p>Here are just a smattering of interesting quotes heard over the two days. If you missed out, put 'London, 3-4 October 2018' in your diary now.</p><p><a href="https://econsultancy.com/blog/69482-30-interesting-quotes-from-top-brands-at-the-festival-of-marketing-2017/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69483 2017-10-06T18:07:00+01:00 2017-10-06T18:07:00+01:00 The National Trust: Using neuroscience to optimise visitor journeys & marketing messages David Moth <p><strong>When you think of the National Trust, you probably think of stately homes, country walks, and cups of tea. You perhaps don’t immediately make an association with neuroscience.</strong></p> <p>However, the National Trust’s marketing team recently turned to brain scans and other scientific techniques as part of a project to optimise visitor journeys and experiences.</p><p><a href="https://econsultancy.com/blog/69483-the-national-trust-using-neuroscience-to-optimise-visitor-journeys-marketing-messages/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69481 2017-10-06T16:27:18+01:00 2017-10-06T16:27:18+01:00 10 amazing digital marketing stats from this week David Moth <p><strong>Another week has slipped through our fingers, meaning it’s time for the stats roundup.</strong></p> <p>This week it includes Google’s AMP, brand loyalty, mobile optimisation, and a new model for modern marketing.</p><p><a href="https://econsultancy.com/blog/69481-10-amazing-digital-marketing-stats-from-this-week-2/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69477 2017-10-06T16:14:00+01:00 2017-10-06T16:14:00+01:00 Digital transformation and CX maturity at GE Healthcare Life Sciences Ben Davis <p><strong>At the <a href="https://goo.gl/dsqgYw">Festival of Marketing</a> 2017 in London, Diego Lopez Moreda, digital marketing tech leader at GE Healthcare Life Sciences, gave delegates the lowdown on how the $4 billion business underwent a digital transformation.</strong></p><p><a href="https://econsultancy.com/blog/69477-digital-transformation-and-cx-maturity-at-ge-healthcare-life-sciences/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69478 2017-10-06T10:20:02+01:00 2017-10-06T10:20:02+01:00 The most joyful digital news stories from the last week Ben Davis <p><strong>A short but heartbreakingly beautiful news roundup this week.</strong></p> <p>If you like emojis, '80s children's TV, sneering at tech companies and politicians, and cats – this could be the article for you.</p><p><a href="https://econsultancy.com/blog/69478-the-most-joyful-digital-news-stories-from-the-last-week-12/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69473 2017-10-06T09:02:00+01:00 2017-10-06T09:02:00+01:00 What Paddy Power learned about voice interfaces by creating an Alexa skill David Moth <p><strong>Voice interfaces are steadily gaining popularity among consumers, so many brands have been quick to start trials with Amazon Alexa and Google Home devices.</strong></p> <p>At the <a href="https://goo.gl/dsqgYw">Festival of Marketing</a> this morning Paddy Power’s product innovation manager, Stephen McMeel, gave an insight into the betting firm’s own experiments with Alexa skills.</p><p><a href="https://econsultancy.com/blog/69473-what-paddy-power-learned-about-voice-interfaces-by-creating-an-alexa-skill/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69470 2017-10-06T08:00:00+01:00 2017-10-06T08:00:00+01:00 Google ditches first click free, embraces paywalls Patricio Robles <p><strong>This week, Google killed its 'first click free policy', which required that publishers employing a paywall offer Google Search and Google News users three free articles per day. Those that didn't saw their search rankings demoted.</strong></p> <p>For years, publishers complained that first click free policy made it difficult for them to maximize their subscription revenue. Yet many chose to follow it rather than give up Google referral traffic.</p><p><a href="https://econsultancy.com/blog/69470-google-ditches-first-click-free-embraces-paywalls/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69475 2017-10-05T10:04:00+01:00 2017-10-05T10:04:00+01:00 How Nissan works with influencers at each stage of its marketing funnel David Moth <p><strong>Influencer marketing is a hot topic at the moment, yet it’s still rare to find case studies from brands who are working with influencers beyond one-off campaigns.</strong></p> <p>At the <a href="https://goo.gl/dsqgYw">Festival of Marketing</a> today Nicolas Chabot and Gemma Dodd from Traackr gave an overview of how the automotive brand uses influencers at each stage of its marketing strategy.</p><p><a href="https://econsultancy.com/blog/69475-how-nissan-works-with-influencers-at-each-stage-of-its-marketing-funnel/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69468 2017-10-04T16:06:36+01:00 2017-10-04T16:06:36+01:00 Introducing the Modern Marketing Model (M3) Ashley Friedlein <p><strong>The increase in new channels and technologies has dramatically changed the environment in which marketers operate. But the way in which marketing is taught, understood and operates has not really changed.</strong></p> <p>This is not sustainable. We need a new unifying framework as a reference for what marketing has become.</p><p><a href="https://econsultancy.com/blog/69468-introducing-the-modern-marketing-model-m3/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69472 2017-10-04T14:38:00+01:00 2017-10-04T14:38:00+01:00 How Brompton Bicycles is overcoming purchase friction using content and social Ben Davis <p><strong>Brompton Bicycles makes for a terrific brand case study because, until recently, the company has done almost zero brand management.</strong></p> <p>The heritage of the firm is very much about British manufacturing expertise, with the marketing and selling of the bikes left to partner retailers.</p> <p><a href="https://econsultancy.com/blog/69472-how-brompton-bicycles-is-overcoming-purchase-friction-using-content-and-social/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69471 2017-10-04T11:38:00+01:00 2017-10-04T11:38:00+01:00 How the AA transformed its brand using political messaging & strategic insight Ben Davis <p><strong>Cheryl Calverley, Head of Marketing at the AA, spoke this morning at the <a href="https://goo.gl/dsqgYw">Festival of Marketing 2017</a> about what ‘insight’ should mean to a marketer and</strong><strong> how the AA has transformed its brand using political messaging.</strong></p><p><a href="https://econsultancy.com/blog/69471-how-the-aa-transformed-its-brand-using-political-messaging-strategic-insight/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69465 2017-10-03T23:59:00+01:00 2017-10-03T23:59:00+01:00 Three problems marketers face with digital transformation (and three solutions) Jeff Rajeck <p><strong>There is a lot of advice about digital transformation available these days.</strong></p> <p>A quick Google search turns up endless articles from blue-chip technology companies and consultancies, offering trend data, solutions and thought leadership.</p><p><a href="https://econsultancy.com/blog/69465-three-problems-marketers-face-with-digital-transformation-and-three-solutions/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69447 2017-10-03T09:45:00+01:00 2017-10-03T09:45:00+01:00 Ask the experts: Conversion rate optimisation trends, challenges & strategy Ben Davis <p><strong>We've already <a href="https://econsultancy.com/blog/69385-ask-the-experts-mobile-seo-trends-challenges-strategy">covered Mobile SEO</a> in our ask the experts series, and now we move on to CRO (conversion rate optimisation).</strong></p> <p>We asked our chosen experts the following questions. Click on one if you want to jump straight to it.</p><p><a href="https://econsultancy.com/blog/69447-ask-the-experts-conversion-rate-optimisation-trends-challenges-strategy/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69458 2017-10-02T15:30:00+01:00 2017-10-02T15:30:00+01:00 How Disney World has mastered customer experience Nikki Gilliland <p><strong>If there’s one brand that knows a thing or two about keeping its customers happy, it’s Disney.</strong> </p> <p>This is reflected in the increasing demand for the Disney experience. In 2016, its Parks &amp; Resorts accounted for <a href="https://beta.marketrealist.com/2016/11/will-drive-growth-disney-parks-resorts-segment?utm_source=redirect5&amp;utm_medium=auto" target="_blank">31% of the company’s total revenues</a> (with its media networks generating 43%). It also saw more than 13m people visit the newly opened Shanghai Disney Resort, as well as greater attendance levels in parks in the US.</p><p><a href="https://econsultancy.com/blog/69458-how-disney-world-has-mastered-customer-experience/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p>