Posts in Strategy

How challenger brands are redefining the beauty industry

The beauty industry used to be ruled by large cosmetics companies like L’Oréal and Estee Lauder. 

These days, while they’re still generating success, major brands are increasingly feeling the heat from a number of new brands intent on shaking up the industry.

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An interview with influencer platform CEO, Evangeline Leong

Econsultancy often invites guest speakers to events who can help our audience, marketers, achieve digital excellence.

In Asia-Pacific, though, we noticed that we were missing one key thing.

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What can we learn from bad marketing copy?

Every now and again, an ad or marketing campaign comes along that’s so misguided, it’s baffling to think how it ever made it to fruition.

A bad idea or poorly executed theme is one thing, but when it involves copy that’s clearly been painstakingly created, reviewed, and approved – it’s all the more disconcerting.

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Five benefits of using gamification in email marketing (with examples)

When it comes to engaging email subscribers, marketers often focus on strategies such as personalisation, segmentation, and optimisation of subject lines. 

Gamification is another, perhaps lesser-used tactic, however it can also be a highly effective way to grab and hold attention with email. 

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Five key skills of the modern marketer

Great marketing is not hard to define:  great marketing matters. It is helpful and relevant. It is engaging. Great marketing is about recognizing customer need and increasing brand value, not company interests.

That maxim has never been more true in our digital era. Although most agree that a customer-centric mindset is the foundation for all modern marketing success, truly customer centric marketing remains elusive. Only one in five organizations (22%) even have a customer experience management strategy (Source: Econsultancy's Customer Experience Management report).

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What is ‘torrential engagement’ and how can brands capitalise on it?

Marketers are constantly striving to capture consumer engagement.

However, with attention spans dwindling and digital content increasing, it appears consumers are stuck on one extreme or the other – according to Kantar Futures, many are displaying what it calls ‘torrential engagement’, meaning they are either intensely engaged or entirely disconnected.

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What brand marketers and agencies need from each other

Long before WPP's current woes, it has felt like the relationship between brands and agencies is in a state of terminal decline.

Brands have been complaining that agencies are not delivering on their promises and agencies are always saying that brands lack the strategic thinking to provide useful direction.

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Marketing in 2018: Too tactical and not strategic enough?

Much is written about marketing 'strategies' and 'tactics', and these two terms are often used interchangeably.

Doing so is not usually a problem (we all know, for example, what search marketing is whether it's called a strategy or a tactic), but it is useful to distinguish strategies and tactics when trying to identify marketing trends.

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How ASOS is delighting shoppers with diversity

There are many reasons why people wax lyrical about their love for ASOS. 

With its slick user experience, super-fast delivery options, and massive online inventory – the ecommerce brand has become synonymous with must-have millennial fashion.

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10 brands with hilariously funny product page copy

Quality product descriptions can make a huge difference to the ecommerce user experience. 

Not only can good copy nudge consumers and increase conversion rates, but it can also help to differentiate a brand. Humour is one effective way that brands can make product descriptions stand out, with an increasing number choosing to be quirky and fun rather than just informative.

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Five things all marketers should know about China in 2018

Once a digital backwater, China has become one of the main online markets for brands trying to drive growth globally in 2018.

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Eight tips for a killer YouTube strategy

The likes of Instagram and Snapchat have presented a new way for brands to experiment with video, yet with 5bn videos being watched on its platform on a daily basis - YouTube is still the reigning king of visual content.

Recently, YouTube has been in the headlines, but not for the most positive reasons. On the back of controversy over brand safety and influencer wrong-doings, brands might be reconsidering how to navigate this increasingly confusing channel. 

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