Author: Nikki Gilliland

Nikki Gilliland

Site comparison: Victoria's Secret vs. Nike Women, the battle of the sports bras

It’s a company better known for controversy rather than lingerie, but now, Victoria’s Secret is aiming to capture a new market – sports.

Since announcing that it will stop selling swimwear after 2016, it has also divided its website into the three separate categories of Victoria’s Secret, Pink and Sport.


Why I love The Pool and its refreshing approach to publishing

With so much content available to us online, how on earth are we meant to decide what is worth consuming?

The Pool, a multi-media online magazine for ‘busy women’, wants to provide us with the answers.


Five key points to consider for a smooth site migration

The ‘migration myth’ is the belief that companies are automatically going to lose traffic and revenue in the site migration process.

Luckily, this myth doesn't have to be any more than that, if you remember these five important points, extolled by Jon Earnshaw, the CTO of PI Datametrics, at Search Leeds 2016.


The top 10 most-shared Olympic ads so far

Ahead of the opening ceremony this Friday, Olympic excitement is building.

So, how are the biggest ads faring online? 


Four things brands can learn about tone of voice from Gymbox

There’s not much that can motivate me to go to the gym. Other than the realisation that I’m wasting a gut-wrenching amount of money each month that is.

Maybe my reluctance stems from the fact that gyms can be rather sterile and soulless places. 


What Rule 40 means for brand marketers during the Olympic Games

The Olympic Games and million-dollar marketing campaigns go hand in hand.

Official sponsors like Coca-Cola and McDonald's pay mega bucks for the privilege of plastering their logos all over athletes and official Olympics merchandise.


Purchase with purpose: How four brands use ‘social good’ to drive consumer loyalty

According to a recent study, 73% of consumers believe brands have a responsibility to do more than just generate a profit. 

Now, people expect social responsibility, and even more than that, for brands to actively try to make a difference in the world.


Four urgent priorities for marketers in media & entertainment

In an ever-evolving digital landscape, it appears many media organisations are caught between the past and future. 

Our latest report, Trends and Priorities in the Media and Entertainment Sector, in association with Adobe, explores how marketers are attempting to respond to change.


Top 10 digital marketing stats of the week

This week’s round-up includes news about Twitter, chatbots, mobile ads, digital strategy and loads more.

For in-depth analysis, don’t forget subscribers can download the famous Internet Statistics Compendium. 

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Skoda uses data to power Tour de France content marketing

Skoda, sponsors of the Tour de France, has released an online platform designed to give British cyclists a taste of the action.

The ‘Little Bit of the Tour’ allows cyclists to map a route in the UK that closely matches a part of France's famous race.

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everlane instagram

How Everlane is using an 'exclusive' Instagram account to strengthen customer loyalty

US fashion retailer Everlane has over 250,000 followers on its main Instagram account. 

It’s second, @EverlaneStudio, has just short of 6,000.

While you might assume the latter is merely a social media fail, in actual fact, this limited number of followers is part of a deliberate strategy.

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How five charities are innovating with contactless payment technology

I'm one of those people that always forgets to carry cash. 

Which usually makes walking past a charity collection bucket (and buying a single pack of gum) slightly awkward.