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Posts in Content

Spotify's new freemium: a little less 'free'

The internet has popularized the freemium model like no other channel, but building a successful business on this model can be quite a challenge.

One company that has succeeded: Spotify, the Swedish company that has become Europe's most popular music streaming service.

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Q&A: James Gurd on running a successful e-commerce ITT

How to Run a Successful E-commerce ITTE-commerce consultant James Gurd is the author of Econsultancy's new report entitled How to Run a Successful E-commerce ITT which is aimed at e-commerce managers. The report, which will also interest vendors and agencies, goes into great detail about the whole Invitation to Tender process. Here, he answers some questions about the report and what drove him to write it.   

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Q&A: Scott Roen of American Express OPEN on community

Scott Roen is vice president of digital marketing for the award-winning American Express OPEN Forum, which was established to position the financial service provider at the center of small business relationships.

We talked with Roen about how AmEx took its offline learning to develop the online community and what has been discovered about driving engagement. 

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Four tips for improving website personalisation

Today’s savvy web visitors are increasingly looking for that ‘little something special’ and are flocking to websites that treat them in unique and targeted ways.

To keep your content fresh, engaging and relevant to ensure a visitor returns time and time again, investment in an effective personalisation strategy is key. 

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The 25 things Econsultancy looks for when hiring writers

In the past few weeks a number of people have asked me about the key characteristics of a good writer. How has this changed in recent years? What do we want to see when hiring writers?

I thought I’d outline my views in a handy cut-out-and-keep list. I’ve probably forgotten a few things but I hope you’ll be able to see where we’re coming from...

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Writing error messages for human beings

As a company, we aim to give online businesses greater visibility into what their customers actually see and experience online.

And time and time again we see companies shocked by the fact that, often, their websites just aren’t designed with their customer in mind!

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Groupon: your email marketing is failing your fans

Over the past 12 months, a lot has been said of email becoming a one-to-one channel, with many industry evangelists crying out to marketers to start segmenting a little more, and claiming that spray and pray senders will be perceived as nothing more than spam.

But did we manage to successfully communicate the severity of the situation and the benefits of change, as an industry? I’m not so sure we did, and Groupon is a prime example of a brand that would greatly benefit from this.

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Barnes & Noble opens the NOOK to developers

Barnes & Noble has high hopes for its new e-book reader, the NOOK Color. Described by some as half e-reader, half-tablet, the $250 device, which runs on Google's Android operating system, has been sold an estimated 3m times since its debut last November.

Now, B&N is eager to develop a strong developer ecosystem. The retailer has launched a NOOK SDK 1.0 and a shiny new NOOK Developer website which invites developers to "change the future of reading" with B&N.

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Aiming content at competitors

Some brands, by their nature, find it hard to build a social profile and reap the SEO benefits. One way round this is to build a community of peers and competitors rather than customers. 

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Social media: opinions are like...

Newspapers face numerous challenges in the digital age. From online business models to organizational structure, many newspapers are struggling to find their way in the world.

And then there are the 'smaller' challenges that are sometimes just as thorny. One of these: the importance of journalist objectivity.

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FT on iPad

Financial Times: we don't need in-app subscriptions

Traditional publishers have known better days. The business models of the past are failing, and new ones that can take their place are, for many publishers, elusive.

But a few, like The Financial Times, are not just surviving, they're thriving. And increasingly, they're extending their success into new channels and onto new platforms.

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The HuffPo's lesson: know why you're doing what you're doing

After being bought by AOL for $315m, it's safe to call The Huffington Post one of the most successful new media ventures to date.

The HuffPo's rapid rise and nine-figure acquisition is all the more incredible because of the fact that much of the HuffPo's content is created by unpaid contributors.

Lured by the promise of being able to write for a massive audience, experienced and often-recognizable individuals helped Arianna Huffington build the HuffPo into what it is today.

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