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A recent leader in The Economist raised my interest in the little discussed area of ‘facile externality’.
The Economist summed up the concept as follows:
On March 31st this year, 2.4m people across the globe took action against climate change.
Some turned off their mobile phones, while others organised community events. But whether large or small, each action was in support of Earth Hour – WWF’s annual event to raise awareness of environmental issues.
I've noticed outdoor advertising as the home of some of the best dynamic marketing of late.
Now that digital billboards are well established in cities like London and advertisers are accustomed to dynamic technology, campaigns are becoming less gimmicky, more effective.
I wanted to pick some examples of exciting digital outdoor campaigns that show what the medium can do.
Forrester reports that customers are willing to spend nearly five times more for excellent customer experience (CX) than they would for poor CX*.
But improving customer service comes at a cost. Besides the time and effort required, sometimes marketers need to take risks to make their company more customer-centric. Here are three examples of companies who have taken a leap in the name of CX innovation.
With over 2,000 brands under its umbrella, Nestlé is one of the world’s biggest companies. According to Pete Blackshaw, however - vice president of digital and social media – its success stems from thinking much smaller.
Speaking at Engage Prague last week, Pete suggested that a start-up mentality is the key to innovation with Nestlé. Here are a few key takeaways from his talk.
Internal communications has always taken a backseat when it comes to business priorities.
External comms however has always been a big focus, as companies put their efforts into keeping customers happy without necessarily thinking how much of an impact their employees can have on their success.
SaleCycle specialises in email and on-site remarketing (otherwise know as behavioural marketing) and the company's head of product, Michael Barber, is this week's Day in the Life interviewee.
Read on to find out what Michael has to say, and don't forget to visit the Econsultancy jobs board if you're thinking of finding a new position yourself.
High street retail hasn't changed much in the last few decades.
Yep, there's click and collect and online returns but, as in years gone by, product buyers decide what will sell by using a mix of nous and trends analysis.
It’s Friday, so that means it’s time for our world famous digital marketing stats roundup.
This week it includes basket abandonment, Google Shopping and SEO in the insurance industry.
AI (of course), robotic exoskeletons, and badly judged TV adverts (of course) are all in the news this week.
Here's some stuff you might have missed...
While the mass market appeal of social media might seem at odds with the exclusive nature of high-end fashion, many luxury brands are starting to embrace influencer marketing.
In fact, it has become a core strategy for some of the world's biggest luxury brands.
We in the marketing business know there is no such thing as ‘The Customer.’ And even an individual customers’ habits, preferences, and needs change constantly.
This means there’s a two-fold challenge for brands wanting to truly understand their customers: zooming in on the individual and keeping track of the changes that drive them and influence their decisions.