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Blog
Six basics of planning a paid social campaign
With GlobalWebIndex reporting that 93% of internet users have at least one social media account, therein lays a huge opportunity for marketers to target their audiences.
Advertising on social media is, of course, now widely utilised. With Econsultancy recently refreshing its Paid Social Media Advertising Best Practice Guide, let's look at six specific areas for beginners to consider when designing a paid social campaign.
We tried Alexa as a project management tool. This is what happened.
Home assistants are becoming increasingly popular. Amazon’s Alexa device was the top selling gift last Christmas.
While she might still be seen as a novelty by some, there are those who can see the potential of Alexa and how, perhaps in 30 years’ time, we won’t remember a time without her.
TV adverts show Alexa taking control of everyday tasks, controlling a smart vacuum, calling relatives and making purchases. But how does Alexa fair in the workplace and can we trust her to manage our projects?
What marketers can learn from the resurgence of vinyl
The best brand marketers now instinctively adapt their products and campaigns to handle mobile-first millennials - it’s the new normal, and therefore true brand innovation needs to come elsewhere.
While everyone has been focusing overwhelmingly on digital engagement, some leading brands have noted the resurgence in physical formats such as vinyl. Let’s explore this subtle but potentially incredibly important shift in consumer attitudes, look at who is jumping on the vinyl trend, and what you can learn about brand positioning and new product development.
Five benefits of using gamification in email marketing (with examples)
When it comes to engaging email subscribers, marketers often focus on strategies such as personalisation, segmentation, and optimisation of subject lines.
Gamification is another, perhaps lesser-used tactic, however it can also be a highly effective way to grab and hold attention with email.
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.
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?
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.
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.
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.
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.
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...
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.