Customer personas can help marketers identify their target audience, as well as the type of content or kind of service that will be of value to them.
But what about the customers you really do not want to target? These people are also known as anti-personas, or negative personas if you prefer.
The ‘gig economy’ is often used as a catch-all term for flexible working. But with the world of flexible working being as wide and varied as standard fixed employment, why is the term so often regarded with such disdain?
When asked about artificial intelligence in the eCommerce industry, most people bring up Amazon as a prime example.
Possibly one of the most frequently, and most frustrating, demands of marketers these days is to ‘prove’ return on investment (ROI). But, is it even possible to do so?
Keith O’Brien is the new Digital Transformation Team Lead at Econsultancy US. I caught up with O’Brien to pick his brains about what digital transformation entails in 2018.
We’re just two and a half weeks out from the Festival of Marketing 2018, and here in the Econsultancy office we’re eyeing up all the amazing talks on the agenda and wondering if it’s possible to somehow be in six different places at once.
Best practice, trends, market insight and case studies – from SEO guides and content strategy templates to our Top 100 Digital Agencies report.
We get some great insight into multichannel retail this week, as our interviewee is Will Townsend, senior product manager at Sainsbury’s Argos, focusing on in-store digital channels.
Welcome to The Week in Digital Transformation, our regular round-up containing everything you need to know about news, research, analysis and ideas on digital transformation from the past week.
This week’s stats roundup includes news about Amazon, digital ad formats, mobile sales, and much more.
Perhaps more associated with cheap and cheerful thank you cards – stationery isn’t exactly the sexiest of products.
The market seems to have gone through something of a resurgence in recent years, however, partly thanks to a swathe of cool new brands like Papier.
Mary Keane-Dawson believes that something is fundamentally broken about the way we advertise.
One of the key panel sessions at Ometria’s Lifecycle ’18 conference this week was all about customer loyalty.
Specifically, what makes a loyal customer, and how can ecommerce brands instil loyalty after the very first purchase?
Econsultancy recently surveyed over 500 marketers across the Asia-Pacific region for its report, State of B2B Ecommerce in ANZ, Southeast Asia and India, published in association with Magento.
Abi Ellis is Executive Creative Director at Wunderman UK, a global digital agency that combines creativity with data.
She has more than 20 years’ experience as a creative director, and talks about her role with passion, vim and quirky humour. Econsultancy caught up with her to find out about a day in her life.
Running a client-side RFP process for the first time can be a daunting task.
I was on holiday in Cornwall last week and a friendly shopkeeper selling me some cider, scones and pasties asked if my wife and I had been serenading our 9-month old son with the Baby Shark Song.
Welcome to Econsultancy, reengineered.
The Internet of Things (IoT) is becoming more important for consumers and, consequently, marketers.
Browse our upcoming training courses or talk to us about bringing Econsultancy training in house. From SEO to UX, project management to CRM, we’ve got courses for all levels of experience.
In the era of same-day delivery and ‘try before you buy’, customer expectations from retailers are higher than ever, leading to some serious trouble on the high street.
According to Outsmart, out of home advertising grew 5.3% from Q1 2017 to reach £267 million in Q1 2018.
In 2018, content is still “king” – and we need more of it than ever before.
Kat Knocker is customer director at Tails.com, the tailor-made subscription dog food service, and is also one of the excellent speakers at 2018’s Festival of Marketing (get your tickets here).
Some search experts are saying that the ranking factors studies churned out annually by SEO agencies and vendors are a waste of time. How true is that? And why might they be losing their relevance?
Gavin McNicholl is head of production at Vungle, a specialist in mobile video advertising. Here we find out what his typical day looks like.