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Blog

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.

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comms

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.

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michael barber

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.

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high street fashion

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.

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10 fascinating digital marketing statistics from this week

It’s Friday, so that means it’s time for our world famous digital marketing stats roundup.

This week it includes basket abandonment, Google Shopping and SEO in the insurance industry.

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lowe's exoskeleton

Dead relatives and robotic exoskeletons (and the rest of this week's digital news)

AI (of course), robotic exoskeletons, and badly judged TV adverts (of course) are all in the news this week.

Here's some stuff you might have missed...

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Four reasons luxury brands are embracing influencers

While the mass market appeal of social media might seem at odds with the exclusive nature of high-end fashion, many luxury brands are starting to embrace influencer marketing. 

In fact, it has become a core strategy for some of the world's biggest luxury brands.

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Let’s put the ‘personal’ back in personalization by using living profiles

We in the marketing business know there is no such thing as ‘The Customer.’  And even an individual customers’ habits, preferences, and needs change constantly.  

This means there’s a two-fold challenge for brands wanting to truly understand their customers: zooming in on the individual and keeping track of the changes that drive them and influence their decisions. 

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How Coca-Cola is using smartphone data to personalise in-store ads

When it comes to online shopping, temptation lurks on every web page. This is because – while you might have decided against buying that new pair of shoes you were eyeing up – you’re bound to see a targeted ad for them sooner or later. 

As consumers, we’re used to being targeted in this way. But what if you were to see an ad based on your mobile browsing history in an actual supermarket?

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Skoda uses real-time traffic data as part of digital OOH campaign

Skoda UK has launched a new digital out-of-home campaign to promote the new Kodiaq SUV. Combining contextual data with inspirational messaging, it’s a pretty nifty example of digital out-of-home (DOOH) advertising.

Here a run-down of the campaign and a few reasons why it works.

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How brands are tapping into the transformation economy

According to research, 72% of young consumers prefer to spend money on experiences rather than possessions. When that experience is in some way transformative – i.e. resulting in the improvement of physical or emotional well-being – it becomes all the more desirable.

This is the idea behind the ‘transformation economy’, where brands sell the promise of personal achievement over and above material possessions. 

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How Mr & Mrs Smith differentiates itself from digital competitors

The average travel consumer is said to carry out 20 searches and look at 38 websites before making an online booking. 

So, how does a boutique travel agency ensure it captures attention in an increasingly competitive digital space?

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