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B2C and B2B product pages will often differ due to the nature of the products and services being sold, but there are common elements.
Both need to clearly explain what the product or service is, how much it costs, and how it will benefit the customer as well as providing a visual appeal.
In this post, I've collated some examples of great B2B product pages. They're not necessarily all perfect, but each contain features and elements of note.
The freemium model is spreading in B2C and B2B, as are paywalls more broadly.
At a recent publishing conference, long gone were the days of impassioned debate about whether a paywall is ‘right’.
The revenue models are working for many and an over-reliance on advertising revenue has been addressed, albeit with mobile making online advertising more lucrative (and to a lesser extent, contextual, programmatic and native ads).
The original discussion seemed about more than revenue, as if the whole concept of the web was under threat. Academics were writing about the democracy of the internet and whether this would be eroded by a dearth of free news content.
Of course, it’s silly to think that ethics play any part in the discussion. Once some companies proved the ability to sell combined subscriptions and then digital only subscriptions, the bandwagon was jumped. These are businesses after all, and many had been in trouble for years.
In this post I’ll detail some examples of approaches to metered paywalls, and look at what factors influence paywall strategy.
Responsive design is still one of the most popular topics on the Econsultancy blog, though among all our roundups one industry that we’ve neglected to cover is B2B.
It’s easy to see why publishers and B2C ecommerce stores might benefit from having a responsive site, as they need to cater for an ever-growing proportion of mobile traffic.
However if we’re happy to make sweeping generalisations, then it can be said that B2B companies are more likely to get a majority of their traffic during working hours when people are in front of a desktop, and also have a longer sales cycle so don’t need to worry about occasional impulse purchases from mobile users.
We are all sharing more data than ever before with other organisations in our emerging Big Data Society. Sharing lets us use our resources much more precisely and produce completely new services.
But misusing customer data risks destroying customer trust. Still, we all need that missing piece of the Big Data puzzle, so we all need to share more.
Out of the entire FTSE 100, only two companies use responsive design. One of these is a Chilean mining company (Antofagasta), the other a UK based commercial property company (Land Securities Group).
Of the remaining 98 companies, 42 use dedicated mobile sites, while the other 56 do not provide a separate mobile experience from the desktop version of their site.
The Search Agency UK has revealed these results as part of its mobile experience scorecard, in which the mobile site performance of each of the FTSE 100 companies was evaluated.
This five part series is designed for all those marketers around the world who are aspiring to lead a marketing function.
The objective of this series is to share insights, experiences and ideas for passionate marketers who want to grasp what it takes to be in charge of marketing, especially in these amazingly progressive times where marketing has attained a more strategic role.
The series could be seen to be oriented towards B2B, but many marketers see the lines with B2C blurring. So grab a coffee, put your feet up and read on.
We are regularly asked for more B2B examples of great marketing campaigns.
B2B is one of the categories in the annual Digitals awards handed out by Econsultancy. So, I thought I'd revisit the spring 2013 shortlist and pick out some B2B nominees that haven't made it on to the blog yet.
Here are three campaigns that are unique, for one reason or another. Perhaps a unique client, idea or business gain.
Let me know what you think, or leave your own examples in the comments.
20 senior execs from a wide range of industries as diverse as broadcast television, pharmaceutical, publishing and financial services gathered in New York last November as Econsultancy hosted another Digital Transformation roundtable.
Ever since IBM's seminal 2011 study 'From Stretched to Strengthened – Insights from the Global Chief Marketing Officer Study', CMOs have been reporting a concern that they are underprepared for digital - shorthand for changes in consumer behavior, an explosion in the volume of data, the proliferation of channels and device choices and the effects of social media.
According to a recent Econsultancy study, only 23% of the Fortune 500 could consider themselves to be in any way whatsoever shielded from the effects of digital.
It was suggested that those who might fall into that category are generally companies that dig things out of the ground and process them, but perhaps even they will see soon their industry disrupted by digital technologies.
Everyone who attended on the day agreed that true Digital Transformation is a heavy lift and there is often a greatly delayed gratification from the process.
Nearly all of the organizations represented at the roundtable had experienced significant disruption to their business models from digital.
The attendees told us afterwards that the most valuable part of the day was hearing from their peers in other businesses, learning what had worked for them, what hadn't and how they had overcome the challenges they faced.
Four keys rose to the top of the discussion...
Each year I try to give my personal thoughts on what will be interesting and important in the world of digital marketing and ecommerce for the year ahead.
These are somewhere between trends and predictions. They are based largely on the many conversations I have with industry influencers and practitioners.
Following are just a selection of 10 trends that I've chosen to highlight. However, there is free report to download and share which is over 40 pages long and covers all of my trends and predictions for 2014 across the 10 core digital topics that Econsultancy cover.
Site redesign is an inevitable, cyclical part of online business.
It can have thrilling pay offs, and sometimes it’s just plain necessary.
It’s certainly a high-pressure time if you’re an SEO, as site redesigns pose risks as great as their rewards.
The last decade has shown that few industries or entities are immune to disruption, or fully understand how best to grow as digital changes the playing field.
Threats to the status quo exist at every level of business, but marketing has evolved faster and more dramatically than other parts of the enterprise because it is outward facing, and has to interact with and understand customers on many levels.
This has led to an increasing capacity for flexibility within marketing, largely because it is the only part of the business in a position to respond to the vacuum created as the realities of selling in the digital age pull away from the outdated beliefs most companies have about their fundamental relationship with their customers and markets.
This is why 90% of companies responding to the new Econsultancy/Sparks Grove report, The Reinvention of B2B Marketing, believe that marketing can contribute more to their enterprise.
B2B marketing has long been under-represented, not to mention B2B ecommerce.
But with the entry of Amazon Supply and Google Shopping for Suppliers to the market, B2B ecommerce is quietly catching up.
So much so that forecasts suggest that the B2B ecommerce market will be double the size of B2C by 2013.
This is a real wake up call for B2B companies that have not considered selling their products online.