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Four reasons marketers should build a business case for training

According to Econsultancy's How Marketers Learn report, over half (55%) of marketers haven’t completed a marketing related qualification or training programme.

This is a relatively big proportion, considering the noise about personal and professional development in the workplace.

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Lego to BMW: How brands have used co-creation to earn consumer trust

Trust and transparency are key components of brand success. However, in an era of fake news and fractured consumer behaviour, cynicism towards brands seems more intense than ever before. 

So, what can companies do in response?

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search ad amazon

How product-led digital advertising is evolving

Last year for the first time data for the US indicated that ad spend on digital surpassed that on TV. 

There are many reasons for this (such as the rise of mobile, powerful digital ad formats such as video etc.). But undoubtedly one of the attractions is digital’s ability to deliver measurable performance-based product-led advertising - designed to generate online sales and conversions. This has contributed to brands (ranging from consumer packaged goods to fashion brands) spending a growing proportion of budget on product-led digital ads instead of devoting greater amounts to generating brand awareness via TV and bill boards.

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Unilever gets serious about influencer fraud

For years, brands have continued to up their spend on influencer marketing despite risks such as fraud and scandal and, arguably, they have had good reason to do so.

After all, consumers, particularly young consumers, are often most easily reached via social media, where they've embraced and made stars of a new generation of celebrities.

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crowd

Frontline contact with the consumer is still the foundation of good marketing

Today’s marketer has ever more choices to make, detail to master and technical skills to be on top of, in terms of how they execute their plans.

From the the myriad of clever ways in which you can use use the internet to conduct fast, large-scale quantitative customer research and then sophisticated analytical techniques to cut up the data, through the micro-targeting of online campaigns, to the demand for instant measurement of results, the complexity is mind-boggling.

It’s a far cry from my start in marketing in the early 1990s at a pre-internet P&G.

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Venmo doubles down on mobile: Is it a smart move?

Popular P2P payments service Venmo, which is owned by PayPal, handled over $12bn in payments in the first quarter of 2018, but going forward, its users will have one less option when they go to send money to a friend.

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matt lamb

A day in the life of... head of ecommerce at a fine art retailer

Matt Lamb is head of ecommerce for Castle Galleries.

Is it all wine and canapés, just another ecommerce job, or somewhere in between? Here's Matt to tell us more...

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stats on personalisation in fsi

Financial services companies tap personalisation & CX in 2018 [stats]

The financial services sector in 2018 is more competitive than it has ever been before.

From innovative fintech companies revolutionising the way that banking and payments are carried out, to Amazon and Facebook foraying into financial services, the pressure is on for traditional financial institutions to be more agile, more modern, and provide a better service in order to stay in the game.

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The best digital marketing stats we've seen this week

There's a whiff of AI and automation in this week's digital stats roundup, as well as a bit of World Cup crowbarred in.

Of course, there's more available in Econsultancy's Internet Statistics Compendium.

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michelle goodall

A day in the life of... an Econsultancy trainer & consultant

Michelle Goodall is a social media and digtial marketing consultant, as well as esteemed Econsultancy trainer for our social media courses and our Fast Track Digital Marketing course.

This is a day in her life...

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What is a customer data platform? How is it different from a DMP or CRM?

Modern marketing relies on data, we can all agree.

So it is not strange that the customer data platform (CDP) is gaining momentum faster than any other marketing technology, even though many marketers are not yet familiar with the technology. 

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A high street with shuttered shop fronts and tumbleweed blowing down the street.

How can struggling high street retailers step up their online strategies?

News headlines in 2018 have been full of woe for UK high street retailers.

A few days ago, House of Fraser became the latest high street name to seek a Company Voluntary Arrangement (CVA), a type of insolvency process which will see 31 of its stores closed and some 6,000 jobs cut in a bid to save the struggling business.

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