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I recently wrote about the newest beauty ecommerce site on the block – Fabled by Marie Claire.
A trusted authority on beauty, its editorial expertise is one of its main selling points.
So, how do three of its biggest competitors use editorial* on their own sites?
Garnier Nutrisse is a brand that heavily relies on celebrity-driven advertising, so I was interested to see its latest ad include a promotion for a new online-chat feature.
Nutrisse does not sell direct-to-consumers, but it does include product links to affiliate retailers on its own site.
Digital transformation describes the process that traditional organisations go through in adopting the values, tools and practices of the internet age.
A digital mindset provides organisations with greater flexibility in an increasingly changing business landscape, helping them stay one step ahead of the competition and avoid being disrupted themselves.
If you are a low spender on AdWords, Google Keyword Planner now shows only very broad traffic ranges for suggested search terms.
This is inconvenient for the many writers out there who like to use this tool to plan their content.
Here's a really quick roundup of five genuinely useful and fun alternatives if you are looking for content ideas.
Payment impacts customer experience more than anything else.
In fact it's easy to reel off examples of payment scuppering a deal altogether - the kebab shop that doesn't take card, the mobile-unfriendly online checkout, the voucher which is suddenly no longer valid.
Lynx's famous slogan insinuated that women would fall at the feet of any man that wore the brand's products.
In reality, the 'Lynx effect' resulted in an association of the brand with laddish culture and an immature demographic.
"Bots are better without the conversation."
With so many marketers parroting on about customer experience, we may have temporarily lost sight of what users really value - speed and convenience. To borrow a phrase, 'don't make me think.'
Programmatic may be the most exciting thing to happen in marketing since brands started to advertise on the internet.
The promise of programmatic is that mass advertising can be individually tailored to create personalised, one-to-one communications.
Back Me Up is an insurance company and app for 17-49 year olds.
The service is a masterpiece of marketing and design for younger customers.
What’s the difference between exaggeration of the truth and misleading information?
In the world of advertising, many brands appear to be clueless about the matter. Either that, or deliberately cunning.
Our latest 'Day in the Life' features a topic we haven't covered yet - PR.
Fiona Chow is a freelance PR and comms consultant, setting up Goadi Consulting at the end of 2015.
She is also Head of PR for the Hoxby Collective, a global platform of consultants across a range of disciplines all committed to creating a world of work without bias.