In the last six months there has been talk of the death of digital marketing. Forrester recently mooted that digital marketing is dead and that we are now in an era of “post-digital” marketing.
In his keynote address at Dmexco in Cologne last September, P&G’s global brand building officer Marc Pritchard also talked about the end of digital marketing as something separate or distinct.
Indeed this is a view that Econsultancy and Marketing Week espoused in our Modern Marketing Manifesto which we published almost a year ago.
We cut ‘digital’ as one of the key elements of marketing from the initial draft and focus instead on integration, customer experience, brand, data and other elements irrespective of medium or channel.
This blog is part two of my ecommerce IA mini-series and takes a look at some of the key components and guidelines for what ecommerce teams need to think about.
Today I’m going to send you to sleep talking about URL structure & data formats (yawn…).
For those of you who missed it, part 1 is on site & catalogue structure.
I’d welcome comments to add to my views and share advice/experience of what works, what mistakes to avoid and useful resources to use. Hope you find it useful reading.
The reality today is that we, as consumers, have more and more digital engagements requiring different security elements, hence simplicity is key.
Banking is one entity that we all see as fundamental and need access to.
Through this article, I will highlight what banks are doing to help customers to manage their finances safely, the direction that digital banking security will take in the future and how security fits into a wider context.
Spotify might still be loss making, despite revenues of $435m in 2012, but the service is incredibly popular and many think it might be gearing up to IPO.
These rumours have started since Spotify in December secured some $200m in credit lines and recently acquired a music algorithm company, Echo Nest.
If this does mean Spotify is about to get serious about profit, it comes at a time when competitors are more easily found – from Beats Music to Milk, Samsung’s new service.
I listened to Spotify’s Chris Maples (VP, Europe) at last week’s Digital Media Strategies 2014. There were some interesting titbits, from stats to Spotify’s approach to iteration and mobile, that I thought would be worth sharing here.
Let me know if you have any thoughts on Spotify’s future or its approach to subscriptions and product development.
At Econsultancy we’ve discussed several times what the elements of digital culture are and why it’s good for business.
But we’ve never really covered what is really horrendous, quite possibly because we do like to focus on the positive whenever we can.
Today, I’m going to focus on the signs that show your organisation is desperately behind the times, because unfortunately such issues are rife in many corporate environments today.
If your organisation has any of the below, chances are they are irritating people beyond all comprehension, getting in the way of work and have no genuine utility behind them.
Banish these things immediately, or make a quick buck by shorting the share price of the offending institution.
Read below. I accept no responsibility for any migraines you suffer…
Search advertising has come to dominate performance marketing over the last decade, with advertisers seeing amazing returns from targeting messages at consumers based on their intent.
If a consumer is searching for ‘best golf clubs’ it’s a pretty safe assumption that they’re in purchasing mode and likely to be interested in an advert promoting golf clubs.
But, any search marketer will tell you that one of its weaknesses is that you have to use a degree of guesswork when it comes to audience characteristics.
In the example above, if you knew the consumer was a female then your advertising creative would be far more powerful if it promoted just clubs for ladies. The trouble with search is that unless someone is very specific in their search term, you’re forced to make assumptions.
Gyms are one of those services that start debate. Maybe it’s because a lot of us don’t cherish the thought of visiting them, but their membership terms can seem unreasonable.
And of course you have to trawl through their individual websites, as Matt Owen has done previously.
PayasUgym.com is a start-up that aims to make gym day passes easier to obtain, giving flexibility to the gym goer.
Graeme Horne was the first employee at hungryhouse.co.uk, and has just left after seven years to join PayasUgym.com, based in London. I spoke to Graeme and CEO Jamie Ward.
In the new digital economy, our traditional workplaces are becoming increasingly inappropriate.
If we want to be effective online we need to create new digitally friendly workplaces.
Qualcomm has been busy diversifying beyond chips and they now have an impressive range of software and even a smart watch.
Its smart home demo was one of my Mobile World Congress highlights and shows how technology will make our lives even easier in the coming years.
I’ve been writing about presentations I watched at Digital Media Strategies 2014, including talks by Verdens Gang, Axel Springer and the New York Times. So apologies if publishing isn’t your thing.
But that’s sort of the joy of discussing media companies, how do they become more than mere old fashioned publishers. How do they find new streams of revenue and restructure so that subscriptions work and digital actually makes some money?
One of the spots at the aforementioned conference was CEO of the Financial Times, John Ridding having a fireside chat with Ken Doctor, President of Newsonomics.
Many interesting facts, figures and opinions were teased out, so I thought I’d round them up here.