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i am a writer

A 10-step process to writing excellent B2B blog posts

Whatever debate there may be about the efficacy of content marketing for some B2C brands, publishing online has been an undoubted boon for B2B.

Now I wouldn't call myself an expert at writing blog posts, but I have written an awful lot of them aimed at a B2B audience. I therefore feel I can just about get away with writing a guide to... writing.

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How to position your brand to convince consumers to trade up or trade down

Your customer's perceived position of where your brand is in the market can have a major impact on your sales.

Whether your brand is catering to the higher or lower end of your product category, people tend to gravitate to the much broader middle ground. 

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Four ways hotels and accommodation sites can increase direct bookings

A new study from Barclays Corporate Banking has found that 37% of British holidaymakers plan to book their stays directly through hotel websites or self-accomodation providers this year compared to 17% in 2007 and 30% five years ago.

This contrasts with international travellers who apparently prefer to use travel agents, with just 17% booking direct with their accommodation provider.

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The evolving relationship between brand marketers and agencies [New research]

Brands no longer turn to agencies solely for creative content or campaign management. 

Now, the importance of technology, data, and CX means that demands are growing – and client-agency relationships are changing.

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Data is eating the world: How data is reshaping business in the networked economy

In his now famous 2011 Wall Street Journal article, 'Why software is eating the world', Andreessen Horowitz co-founder and tech icon Marc Andreessen predicted a “dramatic and broad technological and economic shift in which software companies were poised to take over large swathes of the economy”.

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Analytics play a key role in helping to drive digital transformation [New research]

Digital analytics are playing an increasingly important role in helping to drive digital transformation programmes, according to new research published this week by Econsultancy and Lynchpin.

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What is utility marketing and why is it important?

While marketing was once about making a big impression, the focus is now more towards creating value. 

Instead of flashy ad campaigns, brands are intent on creating functional, useful, and relevant tools to meet the needs of consumers.

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Google Analytics will soon be able to answer questions in plain English

"How did traffic from search change year-on-year in June?"

In the coming weeks, Google Analytics users will be able to ask questions like this and have them answered in seconds thanks to natural language processing (NLP) and machine learning (ML) technology Google is integrating into its popular analytics platform.

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Four key digital challenges for IT leaders in 2017

Once solely thought of in terms of support, IT is now recognised for playing a pivotal role in businesses undergoing digital transformation. 

But what are the key challenges for IT leaders aiming to help drive this change? Econsultancy’s 2017 Digital Trends in IT report, published in association with Adobe, considers this question. 

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automation usage

What is the state of marketing automation in Australia & New Zealand?

Marketing automation - no longer the bright young thing of marketing, but not necessarily at maturity yet either.

Econsultancy's latest survey report, the State of Marketing Automation in Australia and New Zealand, in association with Oracle Marketing Cloud, assesses what marketers in the region are doing.

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Amazon Prime Day 2017: The mind-blowing stats and facts

Last week, Amazon held its annual Prime Day event.

The shopping holiday, which Amazon launched in 2015 to celebrate its 20th anniversary, is positioned as a sort of Black Friday in July and thanks to Amazon's online retail dominance, has become one of the biggest shopping days of the year.

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Bounce is back! And product pages are to blame..

High bounce rates are making an unwelcome return - so what’s happening and what can you do about it?

There’s no doubt about it; high bounce rates are back - and back with a vengeance. But this time with new underlying causes that retailers are just beginning to understand and starting to tackle.

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