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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? 

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wholefoods

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.

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inke

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

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matt button

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).

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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.

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10 interesting digital marketing stats from this week

A real mix of digital marketing stats for you this week, each addressing some major concerns for marketers.

Whether it's mobile, your IT department or GDPR, there's at least some solace to be had here. Remember to check out the Internet Statistics Compendium for more.

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fb

Facebook adds value optimization to ad bidding & Lookalike Audiences

By some estimates, upwards of 85 cents of every new dollar spent on digital ads today is going to Google or Facebook.

That's not just a result of the fact that both companies have massive audiences, but also a result of the fact that both companies continue to offer marketers more and more options for targeting those audiences.

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pig

10 silly digital things we've enjoyed in the last week

Here it is, our revised weekly roundup which includes the silliest things in digital.

It's a barnstormer this week and not for the fainthearted...

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Micro-influencers: How to find the right fit for your brand

The world of influencer marketing has changed considerably over the past couple of years. While early examples were all about using influencers with the biggest audiences – it now seems to be a case of less is more. 

Many brands are using micro-influencers – people with a smaller number of followers on social media, but who create a much bigger impact. Yet with an endless pool of micro-influencers to choose from - and a much lengthier planning process - how can brands ensure they find the right fit? 

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budweiser

Brand as publisher: Is Anheuser-Busch InBev's investment in beer magazines savvy or risky?

Brands are increasingly getting into the storytelling business, and that means that content has arguably never been more important to them.

While this has fuelled the rise of spend in content marketing, some brands are taking their content investments a step further by investing in content-focused websites that serve their markets.

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picard

How big brands coped with social media crises

You can tell a lot about someone by how they cope in a crisis.

The same goes for brands. Some rise to the challenge like a champion, coolly brushing off the possibility of any long-term damage to reputation, while others flounder in the face of public outrage – sent with their tail between their legs onto Twitter’s version of the naughty step.

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How shopping malls are enticing consumers offline

I recently listened in on a meeting of Econsultancy’s Digital Advisory Board – attended by an invite-only group of C-Suite marketers.

As you might expect from the group (which included people from a number of different industries) - the subject matter was varied. However, one thing that particularly stood out to me was the topic of consumer loyalty. 

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