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Author: Ben Davis

Ben Davis

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

creative programmatic

What are the advantages of RTB for buying display advertising?

If you're new to real-time bidding (RTB) in display advertising, the acronyms can be an obstacle to understanding a fairly simple concept.

It's just like PPC; using real-time auction technology to sell ad space, often to a known or lookalike audience (which you may be familiar with via Facebook advertising).

0 comments
subscribe

Six things that make a good subscription service

In my right hand I have a mug of Brazilian coffee (Fruit and Nut Espresso).

The coffee was delivered through my letter box yesterday, courtesy of Pact Coffee, one of many coffee subscription services.

However, Pact doesn't like to think of itself as a subscription service. Its founder, Stephen Rapoport, believes many subscription services work for the business but not for the customer.

So, if the model is often abused, just what makes a good subscription service?

4 comments
novel

Eight novels digital marketers will enjoy

There's no accounting for taste, but I often think it a bit of an anomaly that many of the world's incisive businessmen and women spend their spare time with their heads in books that look like they came from the self improvement aisle of an airport book shop.

I'm sure you know the business books I'm talking about - they have grandly ambiguous titles and include hyper-extended metaphors.

Perhaps these books are more useful than my blog posts, but I'd like to recommend some alternatives all the same.

4 comments
hope locker

The smartest experiential & charity marketing campaign you'll see this year

I had to cover this campaign trial by WaterAid.

It's creative on so many levels.

You can watch the explainer video below, then I've added some thoughts on the work.

3 comments
economist ad

The Economist: finding new readers with creative programmatic display

For a while now, many have bemoaned the lack of creativity in display and programmatic advertising.

The Economist bucked the trend last year, creating one of the most eye-catching and witty campaigns of 2015, and winning a Masters of Marketing award in the process.

Proximity London was behind the work, marrying provocative content and contextual targeting to help The Economist target new users. 

1 comment
aldi website

Online shopping at Aldi: Is it any good?

Aldi has begun selling its much vaunted wine selection online, with plans to add its Specialbuys in spring.

I've had a scoot through the updated website of the Masters of Marketing Brand of the Year, to see what's worth noticing.

Here we go...

0 comments
google

Does your SME need an SEO agency? Here's how to decide

Should SME owners employ an agency to carry out SEO?

Of all the questions we get asked at Econsultancy, this is the one that always jumps out at me.

We get asked by SMEs that are using an agency and not seeing great results, as well as those who haven't yet attempted anything in earnest, either in-house or with a partner.

15 comments
people.io

Start Me Up! People.io allows people to monetize their personal data

Despite consumers becoming more comfortable inputting data online over the past decade, 2015 saw mounting pressure on crappy ad formats, data resellers and unsolicited communication.

It's in this context that people.io launches today, a platform that allows consumers to benefit from giving away their personal data.

We caught up with the team...

1 comment
marks and spencer australia thongs

Marks & Spencer's new Australian website: six things to note

Marks & Spencer has just launched new localised ecommerce sites to cater to Australia and New Zealand.

Previously, Australians could shop online via M&S’s UK-run website, which delivers to 30 countries worldwide, but now they have localised payment, content and returns.

I've had a look through the site, trying to spot best practice or any teething problems. Here's what's worth knowing.

12 comments
design

What is service design & who uses it?

Service and product design are in the ascendancy, becoming increasingly important within marketing and engineering departments.

Ashley Friedlein makes the claim in his trends for 2016, citing the number of consultancies and systems integrators that have made design acquisitions (see this Wired article for how IBM is beefing up its design creds).

Service design follows naturally from a focus on customer experience (as a central tenet of that dreaded term, digital transformation).

1 comment
unsubscribe

Has Zalando designed the perfect email unsubscribe process?

I think I've found my favourite ever email unsubscribe!

What a treat, on my birthday, as well.

See if you agree.

5 comments
chart

What does 'improving customer experience' mean?

Improving the customer experience is a goal for just about every business, but what does that mean and what challenges does it present?

Well, it can mean a lot of things and, as part of Econsultancy's latest Quarterly Digital Trends Briefing in association with Adobe, is identified as one of the biggest opportunities in the coming year.

So, what aspects of CX are companies looking to in 2016?

5 comments