Enter a search term such as “mobile analytics” or browse our content using the filters above.
That’s not only a poor Scrabble score but we also couldn’t find any results matching
Check your spelling or try broadening your search.
Sorry about this, there is a problem with our search at the moment.
Please try again later.
2014's Top 100 Digital Agencies report has revealed some changes in the agency landscape.
I've been looking at changes to the agency model. In part one I looked at PepsiCo's Galaxy model, the trend for marketers and agencies influencing the wider business, and how clients are increasingly embedding agencies or in-housing skills.
In this final part, it's time to discuss the demand for speed and agility, data's influence and changing pricing models.
There has been an incredible amount of social activity during the World Cup. 12.2m tweets were fired off during the opening game alone.
Add to this all the data inherent in the game itself, from the likely winners to squad make-up, and there are some nice data visualisation opportunities.
So here's a roundup of some World Cup data visualisations.
Michael Nutley’s report for 2013’s Top 100 Digital Agencies began with the assertion that “now, more than ever, the only generalisation that you can make about the way marketers and agencies are working together is that there are no generalisations to be made”.
I’d go further in 2014 (see the latest Top 100 agencies report) and say that in many areas of marketing, client methodology is as varied as it has ever been, media volume is higher than ever and technology is eliciting tension in traditional agency models.
At the same time, customer expectation is soaring and transparency, or at least value, is increasingly the elephant in the room.
The aim for agencies is, of course, to provide value, but the continued digital transformation of clients is also making it harder for the agency to provide the right support.
Maturing marketing channels are increasingly integrated, dictating a converged media strategy. This is often better served by in-house expertise or by the embedding of specialist agencies. Project work, too, is on the increase.
“Change is constant” is one favoured aphorism of the marketing analyst. For agencies, if anything, the rate of change is constant, too.
Programmatic advertising has been around since 2009. On mobile though, it's only recently started to take off
Penetration and performance of the smartphone has increased and programmatic buying companies have seen the opportunity. Whilst Facebook and Google are taking most of the mobile advertising dollar, programmatic is certainly on the rise as it seeks to deliver quality and quantity.
Talking with RTB.com's Mike Miller, it struck me that the factors making for the success of programmatic mobile are those we see as trends across marketing. So what are these trends?
The freemium model is in the ascendancy when it comes to apps.
Paid apps peaked in 2013 according to Jon Reynolds, CEO of SwiftKey. SwiftKey provides an app bringing smart prediction technology to your mobile keyboard and, indeed, has itself gone down the freemium route.
The app used to cost $4 and was consistently in the paid charts, now it's free to download, with in-app purchases available.
So, what are the reasons for and consequences of the rise of freemium apps?
How best to explain the power of mobile in 2014? What factors make for a successful mobile start-up?
Here are the four Ps of mobile.
Designing usable and enjoyable experiences for people online, across devices, is defining business change.
It's no surprise then that some of the most visited posts on the Econsultancy blog concern web design.
Chris Lake has traditionally written about web design trends for the year, with eight of his 18 trends for 2014 pointing towards minimalist design.
These were flat UI, mobile first, minimalist navigation, monochrome and hypercolour (perhaps summed up as high contrast), cards and tiles, bigger images and fixed position content.
I wanted to write a simple post highlighting key examples of clean and simple web design from publishing.
Are social media management companies worth it?
Although ‘horses for courses’ applies, I’m going to attempt to address this question with the help of a few brand case studies.
The World Cup is upon us and if you want to stake your reputation and something other than money on a sporting event, Sporting Mouth is for you.
The app allows you to make sports predictions against friends for bragging rights and prizes.
Here's what John Owrid, the Chairman, had to say about Sporting Mouth's functionality, development challenges and future in the market.
Here I've rounded up some brands that are successful with content marketing.
I hope you won't have seen all of my examples. Some of them have heritage in content, and some don't.
For more case studies, subscribers can check out the Econsultancy archive.
Ashley Friedlein, Econsultancy CEO, kicked off 2014 by pointing to six trends of note in advertising.
These were real-time bidding, native advertising, video advertising, targeting, localised and geo-targeting, and mobile advertising.
Unilever is a company that continues to innovate in advertising. Let’s look at how.
In the nineties and noughties, the web was talked about as more measurable than any other medium.
The idea was that attribution of sales would be completely sewn up before long. Last click analysis was duly mastered and dashboarded. However, there remain difficulties in identifying customers and tracking them as web usage has splintered across devices.
There are plenty of other issues, technical and cultural. Let’s take a look at the challenges in data analysis for marketers.
For guidance in selecting a digital analytics supplier, see our Digital Analytics Buyer’s Guide.