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Okay, it's probably disingenuous to pretend that social media is still something nascent and unproven for brands.
Even with a tricky attribution problem to solve, most brand marketers and advertisers agree it just makes sense to target these large, active and known audiences.
Having said that, some brands 'got' social media a lot quicker than others.
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.
A simple headline, premise and article; here are my favourite homepages of the moment.
Of course, there are more than ten websites on the internet, so feel free to disagree with me.
This year has seen the emergence of a new trend in charity fundraising - viral, nomination campaigns.
The most recent example was the ice bucket challenge phenomenon that swept round the globe fuelled by celebrity endorsements, eventually raising more than $90m for the Amyotrophic Lateral Sclerosis (ALS) Association.
But earlier in the year Cancer Research benefited from its own spontaneous viral campaign when women began posting photos and donating with the hashtag #NoMakeupSelfie.
Cancer Research was in a position to make the most of this opportunity because it has already adopted agile working practices within its digital team.
To find out more about this process I spoke to senior digital services manager James Gadsby Peet, who will also be speaking at Econsultancy's Festival of Marketing in November.
The two-day conference is a celebration of the modern marketing industry, featuring speakers from brands including LEGO, Tesco, Barclays, FT.com and more.
For some industries like travel, beauty and fashion, the advent of social media has been a marketing match made in heaven.
Brands have cashed in on the narcissistic post and boast culture we now live in, offering endless competitions to win 'money can’t buy' prizes in exchange for likes, shares or tweets on Facebook, Instagram or Twitter.
For others the relationship with social media has been less harmonious or practically non-existent.
Sectors such as finance and insurance have been slow to dip their toe into what they perceive to be piranha infested waters.
Thinking ‘dabbling’ in social media is equitable to customer service suicide.
For the healthcare industry the debate about whether social media is ethical or relevant has been rumbling for some time. Should it be used by healthcare professionals? And if so, to what extent?
Just over a year ago Econsultancy and Marketing Week published a Modern Marketing Manifesto, an attempt to try and capture what should constitute marketing as we move further into the 21st century.
But only one of our twelve manifesto points, which we called ‘Character’, really addressed how we should work as marketers.
Not what the tools of marketing are but the skill set practitioners need to operate and work day to day.
Another month has passed, so it's time to look back and reflect on some of the interesting social campaigns that we saw during March.
This time around the list includes Cancer Research's #nomakeupselfie campaign, a competition to win World Cup tickets, a few viral videos, and several campaigns that reward users with personalised videos.
Yesterday, we attended the Amazon Web Services Summit in New York where Dr Werner Vogels, CTO, Amazon, gave the keynote speech highlighting how cloud services will transform how we do business.
Though some critics think cloud services may have unforeseen challenges, Vogals somewhat salesy keynote also had representatives of companies using Amazon cloud services come to the stage to say why the cloud is enabling their businesses to do things they could never do before.
As these (and most) businesses are discovering, a data revolution is taking place. The amount of information we need to process, map and store is growing at exponential rates. So in comes cloud services.