Author: Ben Davis

Ben Davis

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com or follow at @herrhuld.

aaron barefoot

A day in the life of... an SEO account manager

What is it like to work in the world of SEO, that most mythologised of marketing disciplines?

Aaron Barefoot, SEO Account Manager at Threepipe, reveals all.

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pounds

What is zero-based budgeting? And what are its benefits for marketers?

Ashley Friedlein has recognised the importance of focus for marketers in 2017.

His trends essay for the year predicts the rationalisation of brand portfolios, supplier relationships and media partners. Focus, Ashley determines, can also be found with zero-based budgeting.

He writes that this is a way to "revisit a brand's purpose, promise, positioning and audience. Again, to ensure clarity of focus."

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rick and morty

All the digital news stories you missed this week

This week's digital news pales into insignificance against the backdrop of today's inauguration.

However, we've still rounded up the best bites, including a Zuckerberg 'burn', Twitter's ecommerce functionality and that schoolboy dream, the flying car.

Enjoy!

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marketing ops

What exactly is marketing ops?

What is marketing ops?

In Ashley Friedlein's recent 2017 digital trends essay, he identifies marketing transformation as a hot topic.

Ashley says that this could include the (re)integration of digital marketing, the introduction of a CCO (chief customer officer), bringing teams back in house, assessing supplier relationships, zero-based budgeting and marketing ops.

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content strategy

12 evergreen resources for content managers

There's no harm in pointing out some of our best articles from months and years gone by, especially when they include evergreen advice for content creators.

Leaving aside the ambiguity of the term 'content creator', here are some great tips for marketers working with copy, imagery and video.

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pepper

I beg you, retailers, don't digitize the in-store customer experience

Online shopping is eating into physical store visits - that much is obvious if you watch any news bulletin about Black Friday.

Footfall for Black Friday 2016 in the UK was down 0.7% on 2015, according to IPSOS.

Look at the latest ONS retail sales figures (for November 2016), and you'll see that in the UK, online sales made up 15.8% of total retail sales. That's almost 25% year-on-year growth.

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23 examples of duotones and colour filters in web design

Duotones were one of the trends we identified in web design for 2017.

I've rounded up 23 examples of websites using duotones (or sometimes gradients, colour filters or a classy monotone / grayscale).

There are various reasons these effects abound, notably allowing informational websites to use authentic photography without distracting from navigational elements or important copywriting.

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map

Mapping the customer journey doesn't have to be difficult

Mapping the customer journey is not exactly a science.

It can be, but more often that not it's a collaborative exercise that draws on some data and some qualitative and anecdotal insight from customers and staff.

The objective is to encourage customer-led and design-led thinking in a group, using the results to prioritise challenges and opportunities.

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lucy

A day in the life of... marketing director at a social agency

What goes on in the wonderful world of social media agencies?

We find out this week by spending a day in the life of Lucy Clarke, business development and marketing director at Social Chain.

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iphone 2007

All the digital news stories you missed this week

Some funny and nostalgic news this week.

Here are the digital stories you might have missed, with added doll's house, peeing and Snapchat.

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wolf howling

My nightmare trying to understand header bidding

I tried to understand header bidding in programmatic advertising, but I hit a brick wall of incomprehension.

I got completely confused reading about how real-time bidding (RTB) works.

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asda

Four websites that have reduced their primary navigation options

In 2017, more websites will be reducing their primary navigation options.

But why, and who has done this already?

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