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I was reading an excellent article about the slow uptake of iBeacons when I became almost lucid, and started to see digital as the CFO sees it.
The power of digital technology can blind marketers to the simple question of 'will the customer use it?'
Too often, marketing technology is interruptive, based on providing value for the business but wish-washy engagement for the customer.
It's as traditional (and as enjoyable) as Cliff Richard's Mistletoe and Wine. Yes, we're getting in there early with our annual trends roundups, beginning with SEO.
We'll be featuring annual digests from many other digital channels over the coming weeks, as well as looking forward to 2016 with a few sage predictions.
So, what was most noteworthy about SEO in 2015?
Email, social chat, mobile display, Indian smartphones, Thai ecommerce, Japanese travel booking, there's almost no end to the delights in November's APAC digital marketing stats roundup.
If it doesn't sate your hunger for numbers, why not see the Econsultancy Internet Statistics Compendium, too.
The debate around display advertising is currently rather polarised.
As some eschew standard display and forge ahead selling super-expensive native advertising, others continue at scale through programmatic, hoping the slide in CPM will cease.
But can publishers realistically make it to a middle ground, one of powerful display advertising based on greater relevance and intent?
Does your New Year to-do list include 'hire a PPC specialist'?
How have your marketing teams changed and upskilled in the past two years?
Econsultancy's updated Organisational Structures and Resourcing Best Practice Guide reveals the state of digital marketing capability, in-housing and outsourcing, specialisation, budgeting, talent and training in 2015.
What are the challenges for financial service businesses that want to adopt a content marketing model?
Barclaycard’s B2B content hub launched a new section this month, ‘News and insights’, so I caught up with Andrew McNamee, vice president of digital strategy, to find out more about Barclaycard's content marketing journey.
Here's some of what he had to say...
In US stores, sales and footfall were down 10%, according to ShopperTrak; in the UK, we saw footage of empty stores on the morning of Black Friday.
Yep, there seemed to be something different about Black Friday this year, with retailers increasingly embracing ecommerce.
A change in retailer strategy was well documented. Longer sales, more considered discounts, more discounts available online (and earlier); all these changes herald the beginning of what is now a shopping season, not a one-off event before Christmas.
Let's look at how have retailer strategy might have correlated with consumer transactions and traffic online.
I've taken every Econsultancy blog post title from 2014 and 2015 and created word clouds with them.
This is a very unscientific experiment, but not necessarily a meaningless one. Either way, it was fun.
Though the resulting pictures may reveal more about the Econsultancy writers than the state of the industry, there are a few points of interest.
More than a third (40%) of businesses believe that recruiting staff with suitable skills is a significant barrier to digital progress, making it a bigger problem than 'legacy systems and processes'.
This finding comes from Econsultancy's latest research into organisational structures and digital leadership, entitled Effective Leadership in the Digital Age.
The survey of more than 400 senior staff looks at what makes a good leader and a good culture within a digital business.
Unless you're a reactionary, as a marketer you probably understand that automation is creating more jobs than it makes redundant.
Automation, for all the scale it enables, requires human mastery of technology, process flows and customer lifecycles.
Increasingly personal communications also entail the creation of more content, to suit each segment and event you identify.
RS Components is an ecommerce behemoth.
The B2B distributor of electronic components works at such scale that it provides a fantastic case study for conversion and user experience improvement.
Awarded a Masters of Marketing gong for its customer-centric transformation, let's take a long and detailed look at what this remarkable work entailed and how success was measured.