Blog

Four trends driving conversion rate optimisation (CRO)

Conversion rate optimisation (CRO), or improving a website to increase the percentage of visitors who convert and become customers, has become a critical part of improving ecommerce site performance and is also practiced by many brand marketing teams.

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m3 model

First we defined modern marketing, now we can train you in it

If you’re interested in what marketing is today, you may have already seen our Modern Marketing Model (M3).

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kieron mccann

A day in the life of... Director of Marketing & Strategy at Cognifide

Let's chat to Kieron McCann from Cognifide, a WPP marketing technology consultancy.

What's it like to tackle client strategy and work in the fast-paced agency world?

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Five social media lessons marketers can learn from Love Island

Whether you love it or hate it, there’s no denying that Love Island is a smash hit success. 

With a record-breaking number of viewers tuning in to this year’s opener, and a whole host of celebs confessing their addiction on social media – the show has generated the type of buzz than most brands dream of.  

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Six basics of planning a paid social campaign

With GlobalWebIndex reporting that 93% of internet users have at least one social media account, therein lays a huge opportunity for marketers to target their audiences.

Advertising on social media is, of course, now widely utilised. With Econsultancy recently refreshing its Paid Social Media Advertising Best Practice Guide, let's look at six specific areas for beginners to consider when designing a paid social campaign.

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We tried Alexa as a project management tool. This is what happened.

Home assistants are becoming increasingly popular. Amazon’s Alexa device was the top selling gift last Christmas.

While she might still be seen as a novelty by some, there are those who can see the potential of Alexa and how, perhaps in 30 years’ time, we won’t remember a time without her.

TV adverts show Alexa taking control of everyday tasks, controlling a smart vacuum, calling relatives and making purchases. But how does Alexa fare in the workplace, and can we trust her to manage our projects?

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vinyl

What marketers can learn from the resurgence of vinyl

The best brand marketers now instinctively adapt their products and campaigns to handle mobile-first millennials -  it’s the new normal, and therefore true brand innovation needs to come elsewhere.

While everyone has been focusing overwhelmingly on digital engagement, some leading brands have noted the resurgence in physical formats such as vinyl. Let’s explore this subtle but potentially incredibly important shift in consumer attitudes, look at who is jumping on the vinyl trend, and what you can learn about brand positioning and new product development.

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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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business case

Four reasons marketers should build a business case for training

According to Econsultancy's How Marketers Learn report, over half (55%) of marketers haven’t completed a marketing related qualification or training programme.

This is a relatively big proportion, considering the noise about personal and professional development in the workplace.

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Lego to BMW: How brands have used co-creation to earn consumer trust

Trust and transparency are key components of brand success. However, in an era of fake news and fractured consumer behaviour, cynicism towards brands seems more intense than ever before. 

So, what can companies do in response?

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search ad amazon

How product-led digital advertising is evolving

Last year for the first time data for the US indicated that ad spend on digital surpassed that on TV. 

There are many reasons for this (such as the rise of mobile, powerful digital ad formats such as video etc.). But undoubtedly one of the attractions is digital’s ability to deliver measurable performance-based product-led advertising - designed to generate online sales and conversions. This has contributed to brands (ranging from consumer packaged goods to fashion brands) spending a growing proportion of budget on product-led digital ads instead of devoting greater amounts to generating brand awareness via TV and bill boards.

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unilever logo

Unilever gets serious about influencer fraud

For years, brands have continued to up their spend on influencer marketing despite risks such as fraud and scandal and, arguably, they have had good reason to do so.

After all, consumers, particularly young consumers, are often most easily reached via social media, where they've embraced and made stars of a new generation of celebrities.

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