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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.
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.
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?
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.
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?
Wearables is a very tricky topic to discuss because hyperbole has skewed the conversation.
Pronouncements about the future of technology might make agencies seem cool now, but they may end up with egg on their faces in 10 years when the picture is clearer.
What, realistically, is the near future for wearables?
There are many companies reluctant to let their marketing execs have free reign with their owned and earned media.
This is understandable where reputations are easily won and lost. It doesn’t pay to give just anybody the keys to your website, email builder or social media channels and ask them to go at it. Social media faux pas in particular are well documented.
As a writer and ‘content person’ I have often been daunted by SEO but known that doing it is important to my survival.
The theory of SEO and learning about its latest developments seem easy enough but it can be scary to think ‘"right, I’m going to do some actual SEO today."
Well having done what I consider to be the basics for a little while, I thought I’d share them.
The emissions scandal engulfing Volkswagen raises many important questions.
While I can't claim "how does Volkswagen deal with this on social media?" is the most pressing of them, I thought it would be worthwhile having a look at the company's reaction on Twitter and Facebook to see if there's a protocol for crisis management on social media.
Adrienne Liebenberg is global B2B marketing director for BP Castrol.
She spoke at the Festival of Marketing about how the company has moved away from traditional comms and PR and into thought leadership and a focus on how the customer interacts with the brand.
Coutts is a fascinating organisation. 325 years old, sometimes secretive, often philanthropic.
Coutts' head of products, services and marketing, Ian Ewart, spoke at the Festival of Marketing 2014. He gave the lowdown on exactly how such a venerable institution goes about remaining relevant and delighting demanding customers.
Take a peek into the world of those with at least £1m of investable lolly.
Clive Grinyer, Customer Experience Director at Barclays, is a man with considerable design chops, with tenures at Samsung and Orange, the Design Council and Central St Martins.
At the Festival of Marketing 2014, Clive gave a lesson in how to approach the customer experience design process, from proposition to research, prototype to feedback.
Here's how you can take a fresh look at customer experience in your organisation.