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The travel industry is increasingly turning to content-led strategies to create and nurture relationships at all stages of the customer journey.
And it's paying off: a 2015 Aberdeen study showed 7.8x higher year-on-year traffic for content marketing leaders versus followers. Conversion rates are also 6x higher for content marketing adopters versus non-adopters.
Following Brexit and the US presidential election, many brands have responded to the polarized times by choosing to weigh in on political and social issues.
But brands face numerous challenges in trying to do this successfully. Chief among them: how do brands connect with consumers at a time when so many of them don't see eye-to-eye on some of the most important issues of our time?
From cabins in Cornwall to treehouses in Hawaii – Airbnb offers unique and enticing accommodation around the world. Its latest listing is even more unusual, with the brand promoting the entire country of Sweden as the ultimate place to stay.
It is part of Airbnb’s new partnership with Visit Sweden, which aims to attract international travellers to the country.
Earlier this year, I suggested why removing 30 second unskippable ads could prove to be a positive thing for brands.
Well, Google has only gone and backed up my point (thanks guys) with research showing that shorter ads can be far more successful than the aforementioned longer format.
I've noticed outdoor advertising as the home of some of the best dynamic marketing of late.
Now that digital billboards are well established in cities like London and advertisers are accustomed to dynamic technology, campaigns are becoming less gimmicky, more effective.
I wanted to pick some examples of exciting digital outdoor campaigns that show what the medium can do.
SaleCycle specialises in email and on-site remarketing (otherwise know as behavioural marketing) and the company's head of product, Michael Barber, is this week's Day in the Life interviewee.
Read on to find out what Michael has to say, and don't forget to visit the Econsultancy jobs board if you're thinking of finding a new position yourself.
Skoda UK has launched a new digital out-of-home campaign to promote the new Kodiaq SUV. Combining contextual data with inspirational messaging, it’s a pretty nifty example of digital out-of-home (DOOH) advertising.
Here a run-down of the campaign and a few reasons why it works.
With recent, damaging claims that certain programmatic ads have had a role in unexpectedly helping to promote hate speech, and even worse, to fund terrorism, ad tech’s reputation has taken a real battering in the last few months.
With 80% of all web traffic predicted to come from video by 2019, the demand for video content is greater than ever before. Unsurprisingly, it's become an integral part of many brand marketing strategies.
Due to the rise in video's popularity, however, it’s become all the more difficult for brands to capture user attention – not to mention hold it for longer than five seconds.
Voice-controlled speakers are one of the primary interfaces through which consumers are interacting with voice-based intelligent personal assistants.
Therefore it's no surprise that two of tech's biggest names, Google and Amazon, are battling to control the market for these devices.
What is the future of data management platforms? This is a question I get asked a lot.
The short answer is that DMPs are now part of larger marketing stacks, and brands realize that harnessing their data is a top priority in order to deliver more efficient marketing.
Facebook's 2012 purchase of Instagram for $1 billion in cash and stock now looks like one of the best acquisitions in recent tech history.
In fact, the New York Times' Farhad Manjoo recently observed that "Instagram is becoming Facebook's next Facebook."