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Marketers believe that personalisation is the most important capability for the future of their trade, according to a survey by Adobe.
So what can it deliver?
Although the relationship between dynamic personalisation and search engines is anything but a happy marriage, it seems to be evolving in the right direction.
In marketing it seems like there are new techniques emerging constantly – yet many of these vanish as quickly as they appeared.
Real-time marketing, however, has been tipped to stick around by some of the industry’s leading experts – why is that?
Rarely a day goes by when the Econsultancy editorial team doesn’t receive an email or 10 updating us on an ‘innovative’ development from one brand or another.
Usually I only glance over emails like this. But on a recent Friday afternoon I got one related to booze, and suddenly the sender had my attention.
Our blog merely scratches the surface of what Econsultancy has to offer.
If you scroll up and click on the ‘research’ tab you can access a whole world of comprehensive marketing and ecommerce research, providing all the information you will ever to need to help you achieve digital excellence.
Optimisation leads to incremental gain, while creativity leads to disruption.
In this extract from our Top 100 Digital Agencies Report 2015, I explore how the importance of creativity is being re-evaluated and how marketers are using this to build stronger connections with consumers.
The final of our four Asia-Pacific behavioural marketing roundtable events took place in Bangkok last week.
Senior-level marketers gathered to discuss the trends and challenges stemming from marketing automation, email and behavioural marketing.
This article explores the difference between personalisation and contextualisation and assesses the risks and benefits.
Which one is right for your business?
Every marketing team in every organisation is having to deal with a furious pace of change in all areas of business.
Customer behaviour, technology, media, data analysis, the way we connect and interact with one another and companies… All these trends are evolving exponentially, but not necessarily at the same speed or in the same way in every territory.
This creates many challenges for marketers with a global remit.
Brad Rencher is the senior vice president and general manager of digital marketing at Adobe and yesterday Rencher delivered the keynote speech at Adobe Summit EMEA 2015.
Email marketing is one of those disciplines that people often claim is on the way out.
However its enduring power for driving traffic and sales means it’s highly unlikely that email marketing will die anytime soon.
How advanced are your email marketing activities?
It can be difficult to know how far ahead or behind your organisation is from the industry standard, as it is often extremely difficult to completely figure out the inner workings of other companies.
And even if that is possible, who has time to do all that?
However, thanks to the 2015 Email Marketing Industry Census, produced in association with Adestra, an insight into the amount and type of email marketing carried out by organisations is now available.