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Author: Jeff Rajeck

Jeff Rajeck
economist experiential marketing

Five essential mobile moments and how brands can take part in them

In a recent Econsultancy survey, we asked marketers whether they work to engineer mobile moments which reflect well on their brand.  

But what are 'mobile moments'?  And what can brands do to be a part of them?

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Three ways marketers improve customer experience from within

Improving customer experience requires as much attention to how things work inside the company as how customers are interacting with the brand.

What internal initiatives do marketers feel are essential for improving customer experience from within the company?

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Which channels do marketers really use?

All of this talk about rogue YouTube ads, fake Likes on Facebook, and Snapchat vs. Instagram is fascinating, but how much of it is relevant to a marketer's daily job?

To find out, we surveyed hundreds of marketers and asked them which channels they are really using these days.

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Three reasons why brands should improve their cross-channel marketing

It is always a challenge for brand marketers to optimize campaigns, even in a single channel.

Coordinating campaigns across many channels is even harder, though, according to a recent Econsultancy research report, produced in association with IBM Marketing Cloud.

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Three brands recently 'shamed' in China and how others can avoid a similar fate

Marketing in China can be tricky. Consumers there are eager to learn about Western brands, but that interest can quickly turn to outrage if people feel that companies have been misleading.

Here are three recent stories of brands that 'lost face' in China and how others can avoid the same fate.

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Why can't marketers understand the customer journey?

'Why?' questions are always difficult to answer, but the current state of customer experience is puzzling.

Almost every survey of marketers indicates that improving the customer experience is at the top of the priorities list, yet marketers often lament at their inability to make the changes necessary to do so.

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Does Snapchat matter in Asia?

Snapchat's parent company, Snap, recently IPO'd with unprecedented media coverage in the West.

In Asia, however, coverage was much lighter as the app has not enjoyed the same cultural impact in the region as it has in the US and Europe. Does this mean that Asians are oblivious to a future trend - or has Snapchat missed its chance to win over the region's 1.8 billion internet users?

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Does Airbnb stand a chance in China?

Airbnb is apparently 'doubling down' on China by relaunching the company with a new Chinese brand name (ài bi yíng) and increasing headcount in the country.

Reaction to the new name has been mixed, however, and many are already comparing the company's strategy with other brands who previously failed in China.   So, is Airbnb going to struggle too?

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The Great Firewall of China 2017 update: The good and the bad

The Great Firewall of China (GFW), called The Golden Shield Project in China, is a censorship and surveillance project which intends to block information and data which is considered unfavorable by the government.

Regardless of the politics behind it, the GFW is a nuisance for Western brands trying to access China as many of the sites which are used in the West are unavailable in the country.  These include core internet services such as Facebook, Google, Twitter, Snapchat and YouTube as well as many Western publishers.

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The five key steps towards understanding the customer journey (and where most marketers are stuck)

Econsultancy recently surveyed nearly 1,000 marketing professionals about the progress they have made in understanding the customer journey.  

In the resulting report, we found that there are five main steps toward doing so and nearly half of the marketers are stuck at one key stage.

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Two innovative ways brands will use web analytics in 2017

To many brands, web analytics is all about reporting. They use their website data to see which pages are popular, track their site's bounce rate, and understand the customer journeys which drive conversions.

But in 2017, argues Tealium's Andy Clark, we will see the role of web analytics greatly expanded. It will, he states, be used both to enhance external communications as well as internal analysis.

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Four things brands must do to overcome content shock

If you haven't yet heard of 'content shock' then you may be an unknowing victim of its effects. Here is what you need to know about it - and how you can avoid it.

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