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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.

guinness logo

How Guinness World Records adapted its publishing model to fit the digital world

Sam Fay, SVP Global Brand Strategy at Guinness World Records talks to us about diversifying the business, the importance of social media and video to the brand, and dealing with declining book sales. 

Sam will be speaking at the Festival of Marketing in November about the brand's progress in multichannel markets.

Alongside Sam's thoughts on publishing and records, we've included some of Guinness World Records' most shared video content, so you can relive those days of leafing through the annual as a child. Enjoy!

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survey chart

How is healthcare marketing changing in the digital world?

Healthcare marketing has inherent difficulties. 

In an industry where the product takes centre stage, how can a company create a meaningful corporate brand that adds value? And beyond the product, what go-to-market innovations can be found in a realm where data security is paramount?

These are just two of the questions facing healthcare and pharmaceutical companies as marketers evolve strategy in response to consumer behavior.

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things

Five opportunities for marketers using the internet of things

Econsultancy has just published a helpful guide to the internet of things for marketers.

The connection of physical things to the internet, to each other and their surroundings throws up interesting possiblities.

Here are five opportunities for marketers.

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apac

Digital marketing in APAC: the September 2015 stats roundup

September's APAC digital marketing stats roundup includes figures on digital investment and enterprise roadmaps, ad spend, social customer care, smartphone penetration and video sharing.

For more on these topics and beyond, see our Internet Statistics Compendium.

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google logo

Google Customer Match: what does it mean for marketers?

Customer Match is Google's equivalent of Facebook Custom Audiences, using email addresses to target PPC ads and display ads across Gmail and YouTube.

You can read the Google announcement here for a quick summary. But, what will Customer Match mean for marketers?

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econsultancy report

Five factors that are changing digital job descriptions

The most important part of digital transformation to our readers is their place within it. 

We are continually asking ourselves 'do I have the skills needed to succeed?' and we know that learning new skills is the only way to keep pace with change in the industry and our job descriptions.

But how are these job descriptions changing and why?

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twins

Two examples of how Google penalised resellers for duplicate content

As an identical twin, duplication is a topic close to my heart. 

Content duplication is more and more prevalent and can lead to serious search losses, irrespective of who created the original.

Resellers should be particularly vigilant given that they have product listings that will have inherent similarities with other reseller and brand websites.

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newton by blake by paolozzi

How The British Library handles information architecture & ecommerce

In some ways, the notion that an institution like the British Library has to market itself at all is fairly new. 

Indeed, my step father wrote a paper on exactly that topic (marketing is a family affair, you know).

But not only does the British Library have to create 'customer value', it has to do so online, casting as wide a net as possible and relying on its website to engage and even convert(!).

With the aid of analysis from its brilliant blog, let's have a look at the British Library's improvements to website information architecture.

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mbna

Digital in financial services: Chris Woolnough on life at MBNA

The Festival of Marketing 2015 will feature a variety of companies discussing the challenge of keeping pace with customer expectation.

The complexity of personal banking provides a particular challenge, one which Chris Woolnough has been wrestling with at MBNA (Bank of America's credit card).

We caught up with Chris to ask about MBNA's journey. Here's what he had to say.

The Festival of Marketing includes 12 stages - see the speaker line-up and book your ticket at festivalofmarketing.com.

1 comment
starbucks store

Starbucks' new click & collect app: is it any good?

Starbucks Order and Pay has launched in London, England.

It's essentially click and collect for a rapidly cooling beverage - a frightening prospect, I'm sure you'll agree.

Whilst we know the Starbucks app is good, a pioneer in mobile payment and loyalty, I thought I'd better expense a couple of coffees and try out this new Order and Pay feature. So, is it any good?

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steve jobs

Five common mistakes when writing a digital job description

Staying on top of changing digital job descriptions is difficult for HR and senior managers.

That's why Econsultancy has put together a raft of digital job description templates for junior and senior roles in digital that you can adapt to your needs.

But what are the mistakes you want to avoid? Here are five that can attract the wrong candidates, damage your brand or compromise your interviews.

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twitter logo

Twitter's 'Buy Now' button: will it work?

Twitter has announced more platform partners to enable its 'Buy' button within shared or promoted posts.

Demandware, Bigcommerce and Shopify will both be offering clients the option of adding commerce functionality to their tweets, but are users really that interested in buying directly from Twitter?

5 comments