Tech alone won’t change your company
Business advisor and experienced Chief Marketing Officer, Ben Rhodes, shares his approach to transformation, and seizing growth opportunities, in our new digital world.
Five expert PPC strategies to maximise campaign performance
Henry Carless, PPC and Data Science Specialist at search agency Vertical Leap, shares some advice for optimising PPC campaigns.
The Modern Marketing Mindset: how to move from ‘good’ to ‘elite’
Econsultancy subscribers can watch our recent quarterly briefing on demand to learn from a panel of expert marketing leaders how mindset can transform your career and your organisation.
13 effective examples of email sign-up forms
Marketers might sing the praises of social media, or find success with SEO – but email remains the ‘unsung hero of digital marketing.’
OVO Energy on change management and digital transformation
Back in January, OVO energy acquired SSE Energy Services (SSE plc’s household energy and services business). The merging of their marketing and communications teams has been a story of success thanks to a period of digital transformation with help from Optima. As a result, OVO has been able to deliver enhanced customer experiences and foster a more collaborative, creative in-house environment.
A day in the life of… Marcel Hollerbach, CMO of data integration company Productsup
Marcel Hollerbach is the CMO at data integration company Productsup. He speaks to Econsultancy about the importance of communication, the acceleration of ecommerce innovation, and more on the impact of Covid-19.
The case for innovation: a world with only optimized experiences is just boring
Nils Andersson Wimby, Agency Director at Isobar Sweden, makes the case for innovation in an age of optimization.
Tesco on experience and purpose during a pandemic
This year, Tesco was named as the Brand of the Year winner at the 2020 Marketing Week Masters awards. On day four of the Festival of Marketing 2020, Marketing Week editor Russell Parsons spoke with two prominent figures from the company – UK CEO Jason Tarry and group CCO Alessandra Bellini – about Tesco’s journey to recovery from 2014 to now, and its strong performance during Covid-19.
Mitsubishi, PepsiCo, and Huawei on how the pandemic has impacted innovation
On the final day of the Festival of Marketing 2020, acting features editor for Marketing Week, Charlotte Rogers, chaired a panel with guests Kimberley Gardiner, VP & CMO of Mitsubishi Motors; Karen Scott, Senior Innovation Director at Future Brands PepsiCo; and Andrew Garrihy, Global Chief Brand Officer at Huawei.
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Stats roundup: coronavirus impact on marketing, ecommerce & advertising
The ongoing coronavirus pandemic is impacting every part of our lives, from the places we can go to the way we spend our time, to the priorities we have and the way we spend our money.
Six ways search data can drive content marketing success
Björn Darko, VP Product, Searchmetrics, sets our six ways to use search data in pursuit of content marketing success.
A day in the life of… Funda Yakin, Director of Media & Market Development at InnoGames
What has it been like to work within the world of online gaming during the past few months? We spoke with Funda Yakin, Director of Media and Market Development at InnoGames, to find out.
Just Eat’s Matthew Bushby on his lockdown data takeaways and amplifying TV with online
At Day Three of the Festival of Marketing 2020, IAB UK’s Chief Marketing Officer James Chandler sat down with Matthew Bushby, UK Marketing Director at Just Eat, aptly just around lunchtime, to talk TV advertising, digital brand-building, and the changes that Just Eat has observed in the nation’s ordering habits as a result of Covid-19 and the lockdown.
How BMW, Direct Line Group and O2 are rising to the customer experience challenge
On day two of the Festival of Marketing, Zone CEO Roy Capon chaired a panel with guests Michelle Roberts, Group Marketing Director at BMW UK, Mark Evans, Managing Director of Marketing and Digital for Direct Line Group, and Tete Soto, Transformation Director for O2. Each panellist explored how their company is responding to the customer experience challenge of a pandemic.
Changing customer journeys: observations from Deliveroo, easyHotel and the Premier League
Many businesses have seen their customer journey transform and in some cases, become unrecognisable due to the Covid-19 pandemic, with digitisation and the need for social distancing giving rise to different habits and ways of doing things.
‘Connecting with human truth’: CMOs at Lego and GSK discuss customer-centricity
On day two of the Festival of Marketing 2020, Ashley Friedlein, founder of Econsultancy and Guild, chaired a discussion with the CMOs of two leading global companies – Tamara Rogers, CMO at GSK, and Julia Goldin, Global CMO at Lego – all about the subject of customer-centricity.
How Not on the High Street is thriving through search insights and SME agility
Ella d’Amato is Chief Commercial and Marketing Officer at Not on the High Street, the ecommerce marketplace that supports 5,000 small creative businesses in the UK. She appeared at the Festival of Marketing to discuss how the pureplay reacted to the coronavirus crisis and relied on the agility of partners to innovate new products and expand into new categories.
Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy
Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.
How O2 stayed agile and oriented itself around customer needs during the pandemic
The theme for Day Two of the Festival of Marketing 2020 is ‘Delivering for Customers’. In the third session of the morning, Nina Bibby, Chief Marketing Officer at O2 delivered an insightful talk about how O2 navigated the coronavirus lockdown while putting the customer and their experience first.
A day in the life of… Jake Welsh, Executive Creative Director at Dept
We recently spoke with Jake Welsh, Executive Creative Director at Dept, to find out how he has been navigating the past few months. Here’s what he had to say on the challenges of remote working for agencies, the so-called ‘need for offices’, and what strategy at Dept looks like now.
Resourcing for social media teams: A beginner’s guide
This briefing explores social media team roles and responsibilities, whether to insource or outsource, how to work with agencies, and where to look for advice on skills development. It is an excerpt taken from Econsultancy’s Social Media Strategy Best Practice Guide.
Defining product strategy, management and marketing
As digital enables more business models to pivot to direct-to-consumer propositions, and products on offer increasingly resemble services, marketers must have a firm grip on the interplay between marketing strategy and product strategy.
Amazon in Asia-Pacific: A 2020 update
Since its launch in Japan in 2000, Amazon has sought to slowly establish itself in some of Asia-Pacific’s biggest markets. However, the ride has not universally been a smooth one. Here’s how Amazon is faring in Asia-Pacific in the year 2020.
The changing face of social content
This is an edited version of a section in Econsultancy’s new Social Media Platforms Trends report, authored by Michelle Goodall, and covers changes to social content, from stories to AR and live video.
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