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You know what one of my favourite feelings in the world is?
Just to clarify, I mean at work. More specifically, one of the best feelings you can get when doing email marketing.
I love the feeling I get when one of my subject line tests teaches me something about my audience. What can I say? I’m a super cool dude who gets excited when a subject line delivers amazing response.
That moment when the opens, clicks and conversions start showing up and you’re like, “I’m the king/queen of email!”
Yeah, I know you know that feeling too.
But that feeling is rare and fleeting, because most marketers completely screw up their email subject line split tests.
In this post, you’ll learn how to feel pleasure, or if you’d rather, how to avoid the pain of crappy split tests.
Ask your average person born around the turn of the century, meaning this one, about 'real time marketing' and you're likely to get a moralistic ear-raid.
They'll talk about the theoretical evils of the NSA, randomly but comprehensively gathering personal data about any number of individuals supposedly in the name of our collective well being.
Even though almost everyone with a smartphone makes tracking their every move relatively easy with constant check-ins and status updates, there remains a deeply entrenched paranoia when it comes to any organization 'spying' on us citizens, even if we're part of the problem by being so carefree in our digital communications.
'We' don't want 'them' to be intrusive, but 'they' don't want 'us' to remain elusive. Therein lies the philosophical paradox.
In short: How can an honest marketing scheme be pervasive without being invasive?
That is the rub, of course and it’s a sea of gray area that marketers must learn to navigate..
This post looks to help you resolve these issues to get more from your organic search data.
I had the pleasure of meeting Marc Benioff, CEO of Salesforce last week at Exact Target's Connections conference in Indianapolis.
Together with other analysts from Gartner and Forrester, we were given some untethered access to him as well as to Scott McCorkle, CEO of Exact Target Marketing Cloud and Alex Dayon, President, Products at Salesforce.
In private, Benioff the man is very different from the on stage persona many of us are familiar with - the exuberant showman, evangelizing the company he founded with the all the energy and enthusiasm of a gospel preacher.
Any of you who have ever attended his company's annual Dreamforce event will know what I'm talking about.
Like the oft-repeated meme in HBO's Silicon Valley, the audience is presented with the idea of a business that's 'making the world a better place'. Superlatives abound as the crowd applaud.
Brothers and sisters, I believe in the power of the cloud! One thing's for sure, Benioff and his team know how to put on a show.
From baseball to Facebook (or rather its alternative, Ello), what's not to like in this week's internet stats roundup.
Other highlights include some data on programmatic, customer experience and customer data.
For more internet marketing charts and stats, download the Econsultancy Internet Statistics Compendium.
The concept of the innovation lab and the sudden resurgence in innovative and disruptive ideas in retail is a welcome trend which behemoths like Nordstrom, M&S, Walmart and Tesco have embraced successfully.
Econsultancy has today published a 60+ page best practice guide which acts as a ‘how to’ for brands who want to create their own in-house lab, emulating the successes of others employing lean/startup methodologies and rapid R&D techniques to innovate within their businesses.
The report, 'Innovation Through Rapid R&D: Best practice guide to running your own in-house lab' is written exclusively for Econsultancy by Joylab’s CX Director Fergus Roche, who works with brands on omnichannel development.
In the UK, every vehicle over three years old used on public roads must undergo a test to check it’s roadworthy.
It’s known as the MOT (Ministry of Transport) test and, like death and taxes, it’s inevitable.
You rarely hear any major protests from car owners - the last thing they want is for the various bits of steel, aluminium and electrical wiring to fall apart when they’re travelling at 70mph down the A31.
They understand it’s in their best interests to give their car a thorough check-up every so often - it would be marvellous if every website owner felt the same way, introducing a regular COT (Content Optimisation and Taxonomy) test.
How has marketing changed? In what ways does it still need to change?
Although there are many answers to these common questions, with huge topics such as social, content, mobile and data coming into play, the one thing that remains abundantly clear is that the customer is now in charge.
Building a customer first approach should be the main priority in all business strategies, particularly as we begin to understand the power of data and how it can help us create deeper, more meaningful and accurate customer engagement.
But how have these customer-empowered channels reshaped marketing budgets? How has the use of digital marketing channels caused the marketing landscape to evolve? How have marketers leveraged their technology investments to build stronger customer relationships?
This research has the goal of providing guidance for the future through specific benchmarks from digital marketing leaders from various global organisations, focusing on the technology priorities, the strategies they support and the marketing budgets with which they’re aligned.
Here are some of the key findings…
Time tracking is a fact of agency life. You do some work, you record your time. This is logical because you’re charging by the hour: tot up the hours done at the end of the month and you can send an invoice.
But time tracking is something that in-house marketers seem to have never got on with. Surely the only point of doing it is for management to monitor how long your tea breaks take?
If they introduce time tracking, what will the next step be? Rationing of biscuits? A maximum number of loo breaks?
This idea misses something very important: for some activities tracking time is the only way of measuring and improving return on investment.
And at the end of the day, that’s what your boss (and his boss) care about.
Here's a round up of infographics, which we've created to accompany some of our survey reports this year.
The topics we've covered include cross-channel trends, budgets, data-driven marketing and essentials skills for modern marketers.
Engagement. That word means a lot of different things to a different people, but there’s no denying the fact that we all want it.
Whether it’s comments, shares, Likes, Retweets… engagement shows you just how much people care about your brand.
Part of my role at Econsultancy is getting people to engage more with our content on our social channels, so I thought I’d list a few methods that should see your engagement rocket.
Come on, let’s go and blow the doors off...
At Econsultancy we do a number of events and research focused on B2B marketing. Indeed the upcoming Festival of Marketing has a whole stage dedicated to it.
A recurring theme is the relationship between sales and marketing.
In most B2B organisations, sales is still the dominant function. We often hear that sales and marketing should work more closely to together, focus on the whole customer journey, establish agreed processes, terminology and definitions (what exactly do we mean by a ‘sales qualified lead’?), hand off points and so on.