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.
The travel industry has experienced a great deal of upheaval in years characterised by swift change in customer habits and the impressive unwillingness of many companies to adapt.
To be fair, travel companies have come a long way in the past three to four years. Apps are now common place for airlines and some airports and travel websites are starting to adopt responsively designed websites.
In this post I’ll be taking a look at some recent studies into the mobile strategies of travel companies and airlines.
I’ll be pondering what the best approach is for these companies and whether in fact there’s no sense in avoiding apps or responsive websites, given their respective parts to play in the customer journey.
You know the feeling. The feeling you get when you go to your favourite local business where they welcome you with open arms and a smile on their face.
They know you. They know who you are, listen to what you want and are flexible and helpful enough to give you a great service and a great experience by treating you as an individual.
Increasingly, this is what people expect from big companies too. Customers want big brands to recognise them. They don’t want to have to tell them twice who they are and provide information that they should already know.
While Hummingbird has been much discussed, not many people understand it yet, or appreciate its benefits because it isn't an obvious feature of Google search. If you want to try it, go to Google on your smartphone and click on the microphone to activate a voice search.
For a bit of fun, say 'Tottenham Hotspur'. Google will search for the greatest team in the world (guest opinion - Ed), and then read out an up to date fact, perhaps the latest result and information about the next match.
Next, click the microphone again and ask a related question, such as 'how old are they?' Google will then show you the Wikipedia information about the club. Ask another question, such as 'where do they play?' and Google will show you information about White Hart Lane.
So, that is Hummingbird in a nutshell - a clever way of linking queries so that, instead of starting each search from scratch, Google can show you more pertinent information related to your previous search.
We love brands, right? We marvel at the most successful, and feel genuine sorrow for previously loved brands that disappear.
The life of any company founded today is shortening as time goes on. Brands have disappeared, and will continue to do so, for many different reasons.
A company can seriously jeopardise its future by taking its eye off the ball for less than a year. Agile methodology is becoming more and more important, as power is wrested away from old-school, bean-counting management.
This post presents some lost brands, some soon to be lost, and asks the question ‘why exactly?’
Last year, Coca-Cola launched the Journey website as its own media outlet, using an editorial, image-heavy format.
Fuelled by the brand's Content 2020 plan, the redesign was described as 'the most ambitious rethink of Coca-Cola’s web properties' since it launched the first website in 1995.
The company has gone from being declared 'creatively bankrupt' by a chief exec in 2004 to being named Creative Marketer of the Year at Cannes in 2013.
Just about every marketer in every company wants to be more agile and more innovative.
The accelerated rate of change in markets, technology development and associated consumer behaviours is challenging every business to reinvent how they originate, commercialise and scale ideas.
In reaction to the growing demand for insight into how organisations are responding to this challenge, Econsultancy has conducted research into how companies are deploying agile thinking, processes and techniques in the service of continuous innovation and the rapid development of new products and services.
The result, our new Digital Transformation: Agility and Innovation Best Practice Guide, sheds new light on what is perhaps nothing less than a watershed moment.
It looks at how companies are beginning to more broadly adopt agile principles beyond real-time marketing and agile development processes within technology teams, and starting to transform the fundamental way in which they work.
It seems that everywhere I look this month I’m reminded of a major and growing trend that’s increasingly impacting the way that every business needs to think.
It’s this: customer expectations are rising faster than a bunch of helium balloons on a calm day. Especially when it comes to digital.
What does this mean and how can you go about meeting and managing your customers’ expectations?
Some of you might have been lucky enough to have escaped work in August. And, while I’m sure you enjoyed lounging at Club Med, there is some interesting Econsultancy content you have missed!
Here is our top 10 posts of the month, from great comment threads to ‘sleepers’ that are too good to be missed.
When it comes to generating donations we all know that there is more to digital fundraising than simply broadcasting to your supporters.
It’s important to understand who the audience is, whether they likely to convert into volunteers and/or financial supporters and what the best method is of communicating with each stakeholder group to get the best return on resources.