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Personalisation is one of the hottest topics in marketing; the promise of segmenting customers into 'markets of one' is alluring for any brand.
But the pushback from consumers is almost as strong. That feeling of being 'watched' may be enough for consumers to abandon a website or leave a store.
Building a successful mobile app is difficult.
Companies spend significant amounts driving consumers to install their apps, and by some estimates, apps that aren't opened for a second time within the first 12 hours after download can see churn exceeding 50% in some categories.
According to researchers at Stanford, highly targeted ads may not be all they're cracked up to be.
Based on a mathematical model they built based on game theory, the researchers instead suggest that advertisers "prefer to remain in a state of partial willful ignorance so as to preserve communication credibility."
Atom Bank is the UK's first bank designed for digital and optimised for mobile.
Lisa Wood, CMO, is speaking at Econsultancy's excellent Future of Digital Marketing conference next month.
We caught up with her for a preview, picking her brain on the merits of a branchless and legacy-free, online bank.
This year it's the 10th anniversary of Econsultancy's Email Marketing Industry Census, in association with Adestra.
Subscribers can download the full census but first let's look at three key charts from the report.
We often discuss the state of display ads on this blog, sadly it is not always in the most positive light, and it seems the majority of marketers agree with us. But there is hope for a better approach.
Sixty-six percent of brand marketers and media buyers in Australia surveyed in our recent People-Based Advertising report either agree or strongly agree that the current model for display advertising is broken, and only 12% disagree that it is.
In the recent Econsultancy/Adobe Quarterly Digital Intelligence briefing, 25% of companies said they placed most emphasis on "making our experience as personalised and relevant as possible" in terms of improving the overall customer experience.
Spend enough time in hotels and you’ll realise that your needs are varied and many.
Unless you’re getting five-star treatment, living away from home can be a frustrating experience at the best of times. At the worst, it can be total hell.
I’ve been in the CRO industry for many years now, and each year I ask the same questions.
Is 2016 finally going to be the year of conversion rate optimisation?
What will be the latest new trends shaping the success of CRO? What new tools or services will appear? Will CRO start to approach the popularity of web analytics or SEO?
Marketers in the West are currently fascinated by WeChat's success in the East.
I think part of the fascination is that something other than email is being used for one-to-one marketing and communication.
Companies are interacting with consumers in all sorts of inventive ways through this ubiquitous messaging app.
It got me thinking about one-to-one marketing, and the fallacy that certain channels can provide it.
66% of marketers believe location-based advertising is the ‘most exciting’ mobile opportunity for 2016, according to a recent IAB UK study I quoted in our digital marketing stats round-up.
This is a huge endorsement from the marketing community, but how many people really use this channel to its full potential?
For those still relatively new to the term, or for anyone wanting to refresh their knowledge, I’ve created this location-based advertising guide for you.
Eagle-eyed Econsultancy readers will notice that we’ve published a number of end-of-year roundups recently.
For each of these posts we asked a panel of experts for their views, and while I had their attention I slipped in a few extra questions.