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Blog
Why Visit Sweden and other tourism boards are teaming up with Airbnb
From cabins in Cornwall to treehouses in Hawaii – Airbnb offers unique and enticing accommodation around the world. Its latest listing is even more unusual, with the brand promoting the entire country of Sweden as the ultimate place to stay.
It is part of Airbnb’s new partnership with Visit Sweden, which aims to attract international travellers to the country.
How to upgrade pharma brand planning for a multichannel world
It’s brand-planning season in the pharmaceutical industry and therefore a useful time to reflect on how this foundational process can be enhanced to better serve us to deliver on the promises of “customer-centric” and “multichannel” communications.
Here's a look at the common problems that occur during brand planning, and also some helpful solutions.
Four tips for creating effective YouTube bumper ads
Earlier this year, I suggested why removing 30 second unskippable ads could prove to be a positive thing for brands.
Well, Google has only gone and backed up my point (thanks guys) with research showing that shorter ads can be far more successful than the aforementioned longer format.
If you want to improve your marketing ROI, stop spending on social media
My company's research team has spent the last 18 months reviewing all the evidence on the commercial effectiveness of investing in social media marketing.
Why increasingly efficient UX might not always be a good thing
A recent leader in The Economist raised my interest in the little discussed area of ‘facile externality’.
The Economist summed up the concept as follows:
Three social media lessons from WWF’s Earth Hour
On March 31st this year, 2.4m people across the globe took action against climate change.
Some turned off their mobile phones, while others organised community events. But whether large or small, each action was in support of Earth Hour – WWF’s annual event to raise awareness of environmental issues.
Six clever examples of what dynamic outdoor advertising can do
I've noticed outdoor advertising as the home of some of the best dynamic marketing of late.
Now that digital billboards are well established in cities like London and advertisers are accustomed to dynamic technology, campaigns are becoming less gimmicky, more effective.
I wanted to pick some examples of exciting digital outdoor campaigns that show what the medium can do.
Three risky customer experience (CX) initiatives
Forrester reports that customers are willing to spend nearly five times more for excellent customer experience (CX) than they would for poor CX*.
But improving customer service comes at a cost. Besides the time and effort required, sometimes marketers need to take risks to make their company more customer-centric. Here are three examples of companies who have taken a leap in the name of CX innovation.
How Nestlé uses a start-up mentality to drive innovation
With over 2,000 brands under its umbrella, Nestlé is one of the world’s biggest companies. According to Pete Blackshaw, however - vice president of digital and social media – its success stems from thinking much smaller.
Speaking at Engage Prague last week, Pete suggested that a start-up mentality is the key to innovation with Nestlé. Here are a few key takeaways from his talk.
Why your internal comms team needs to embrace digital
Internal communications has always taken a backseat when it comes to business priorities.
External comms however has always been a big focus, as companies put their efforts into keeping customers happy without necessarily thinking how much of an impact their employees can have on their success.
A day in the life of... Head of Product at a behavioural marketing company
SaleCycle specialises in email and on-site remarketing (otherwise know as behavioural marketing) and the company's head of product, Michael Barber, is this week's Day in the Life interviewee.
Read on to find out what Michael has to say, and don't forget to visit the Econsultancy jobs board if you're thinking of finding a new position yourself.
Could AI revolutionize high street retail as well as ecommerce?
High street retail hasn't changed much in the last few decades.
Yep, there's click and collect and online returns but, as in years gone by, product buyers decide what will sell by using a mix of nous and trends analysis.