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Restoration Hardware bid on 3,200 keywords, found 98% of its PPC sales came from just 22 brand terms

For years, many marketers have spent a lot of time and money trying to find the perfect keywords for their paid search campaigns.

In some cases, marketers are bidding on thousands of keywords. But could it be for naught?

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Marketers have more data than ever, so why aren’t they better at experimentation?

The philosopher of science Paul Feyerabend famously wrote that “the only principle that does not inhibit progress is: anything goes.”

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How Polish fashion retailer Reserved is targeting UK shoppers

Polish retailer Reserved has just arrived in London, opening its first-ever UK store in Oxford Street.

Touted as a cross between H&M and Primark, the retail brand already has over 450 stores across 18 countries. But will Reserved appeal to UK consumers? More to the point – will it satisfy their cravings for an increasingly digital and social shopping experience?

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Four ways marketers can increase conversions from social video

Brand videos now regularly feature in social media feeds, as marketers increasingly use the medium to engage consumers on Facebook and Instagram.

However, video can do more than increase general engagement on social platforms themselves. 

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edited

How machine learning can set fashion ecommerce strategy & product assortment

Machine learning is having a big impact on fashion retail.

We recently caught up with senior data scientist Joe Berry at retail tech company Edited and asked him about trends in this area, as well as how the Edited product uses machine learning to help set retail strategy.

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How Warby Parker’s newsjacking campaign eclipsed the competition

Newsjacking, or agile marketing as it can also be known, is a tricky thing to get right.

While Oreo succeeded in 2013 – cleverly capitalising on the infamous Superbowl blackout – other brands that followed suit were called out for lazily jumping on the bandwagon. 

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61% of retailers offer 'lean back' content. But can retail brands succeed with 'TV shows'?

The main opportunity for brands to reach consumers via TV used to be advertising. 

Now, thanks to the rise of digital streaming services, more and more brands are making TV-style content of their own.

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nicky lloyd

A day in the life of... an agency planner

This week we get an insight into the mind of an agency planner - namely, Nicky Lloyd of Six.

Before we get stuck in, remember if you've got itchy feet yourself, you could do worse than checking out all the digital marketing and ecommerce jobs listed over on the Econsultancy jobs board.

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mobile

Ask the experts: Mobile SEO trends, challenges & strategy

We're starting a new series of 'ask the experts' articles on the Econsultancy blog.

For our first installment, we've caught up with a bunch of SEO veterans to ask them about mobile SEO. The questions we asked are as follows – you can read them all or jump straight to a question by clicking on it in the list below.

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The most joyful digital news stories from the last week

Ladies and gentlemen, this is the news.

In the absence of my dear colleague Ben Davis, who is sunning himself on the beaches of Berlin, I have taken responsibility for this week’s roundup.

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10 remarkable digital marketing stats we’ve seen this week

There’s lots to enjoy in this week’s stats roundup.

We’ve got news about personalisation, data partnerships, and predictive tech. And if that’s not plenty enough, you can also always head on over to the Internet Statistics Compendium for lots more.

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Four brands that used student ambassadors to generate buzz on campus

With a record number of people being accepted into university in the UK last year, more and more brands are starting to realise the potential of students as both a key target market and as a marketing tool in their own right. 

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