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Blog
Using data to improve your mobile conversion: A simple but effective approach
Delivering a step-change in mobile revenue isn’t easy, but a clear understanding of your user journey gives you a head start.
The key? Break the journey down into meaningful micro-conversions, then benchmark these to prioritise and unlock the biggest opportunities.
Should sales be used to measure the ROI of influencer marketing?
As influencer marketing gets more sophisticated (and expensive), the demand for reliable measumrent of ROI is increasing rapidly.
Are you measuring the value of your efforts the right way?
Five successful brands on YouTube: From Adidas to Sarson's vinegar
When you think of brands on YouTube, you might automatically think of pre-roll ads or sponsored vlogs.
But this is just part of the story. Many big brands now recognise the power of creating an effective video marketing campaign specifically for the platform, with the best examples helping to build brand communities, further engagement across all social channels, and increase sales.
10 supermarkets with 10 very different email opt-in/opt out strategies
In this post we examine the hotchpotch of opt-in and opt-out methods deployed by the leading supermarkets in the UK and globally used to obtain customer consent to add them to their email marketing lists during registration and checkout.
As retailers reassess their consent strategy, it would be prudent to examine the methods used by competitors, ideally incorporating customer feedback and testing, to adopt the best approach.
A closer look at WWF’s social strategy
On a recent trip to Engage Prague, I heard Alice More O’Ferrall from the World Wildlife Fund speak about the success of this year’s Earth Hour. More specifically, how the charity uses social media to drive engagement and user involvement during the annual event.
But with multiple campaigns happening throughout the year - how does WWF manage and plan digital activity on a global scale?
Low cost IoT will redefine the consumer purchase path
We're on the edge of a new wave of connectivity.
One that promises to change the way people behave and buy; and in turn will force retailers and consumer goods companies to change the way they serve and interact with their customers. The 'Innovators' are already out there rapidly prototyping, testing, learning and changing their businesses to embrace it.
A complete guide to partnership marketing: Part two
Welcome to part two of our complete guide to partnership marketing.
Part one covered the first five types of partnerships - affiliation, content partnerships, distribution partnerships, charitable partnerships and joint products.
In this article, we'll be looking at numbers six through 10, including:
A complete guide to partnership marketing: Part one
Marketing as a subject comprises of everything from digital marketing to out-of-home advertising, including models such as McCarthy’s Marketing Mix and Porter’s Five Forces.
All the while the idea of brand collaborations seems to have been lost within these theories and practices. Why is that? Is it because it is simply not a useful marketing technique?
Is the Whole Foods acquisition the beginning of Amazon's endgame?
On Friday, Amazon sent shockwaves through the world of retail by announcing its intention to buy upscale grocery chain Whole Foods for $13.7bn.
The deal, which came as a surprise to the markets, knocked nearly $40bn off the market caps of other retails. Kroger, Costco, Target, Walgreens and Wal-Mart each saw their stocks drop by more than 4% following the announcement, and their declines accounted for over $23bn of the market cap losses.
Livestreaming in China: Everything you need to know
Livestreaming has been growing rapidly since 2015 in China, thanks to a slew of social apps and better mobile networks.
In this article, we'll take a look at:
- the stats behind the rise of livestreaming
- some brand campaigns
- important ivestreaming platforms
- Alibaba's investment in the trend
A day in the life of... Head of CRM at Gumtree
This week's Day in the Life introduces us to Matt Button, Head of CRM at Gumtree.
Matt gives us some sage advice on finding out what it is you want to do with your career (after you've checked the Econsultancy jobs board of course).
Change is coming for digital agencies
Rather than a clickbait headline and unfounded predictions, I'm going to make some educated suggestions based on wider market insight about how the digital/advertising industry is likely to change.
So, clichés aside, I’ll cover some of the key trends and market forces behind the changes, and crucially what it will mean for businesses in this industry.