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Will influencer marketing take a hit after the Logan Paul firestorm?

One of the biggest topics among digital marketers in 2017 was that of brand safety and it looks set to remain in the headlines thanks to a firestorm that has engulfed one of social media's most prominent influencers.

The 22 year-old influencer, Logan Paul, boasts 15m YouTube subscribers and his daily videos regularly rack up upwards of 5m views each, giving him a level of exposure that eclipses events like the Super Bowl. Thanks to this popularity, Paul reportedly earned $12.5m last year and has worked with some of the globe's biggest brands, including Nike, Walmart, Pepsi, Verizon and HBO.

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Five trends for online advertising strategy in 2018

Marketing may be about a lot more than just producing ads, yet when marketers meet, advertising is almost always a topic of conversation.

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Five brand campaigns that took a stand on social issues

Research suggests that consumers respond better to brands that display corporate responsibility, with 73% of people believing that companies should do more than just offer a product or service. 

As it happens, many brands are already doing their bit, commonly drawing up ‘social good’ strategies to raise money or fight for a chosen cause. However, more often than not, this is done somewhat behind-the-scenes – not as part of a consumer-facing strategy. 

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What is best practice pagination? And how does it create amazing online experiences?

For many, pagination is a typically forgotten page element, an afterthought, or something not taken seriously when constructing the page layout for product listing pages.  

In fact, the best practice treatment of the pagination page element contributes to creating amazing online experiences.  

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Marketing in the Dark: How organisations are dealing with dark data

According to research, 80% of all the data a company possesses is dark data – i.e. the unstructured and unanalysed data gathered from multiple operations and channels, including the social web, customer service, raw surveys, and more.

This finding comes from Econsultancy’s Marketing in the Dark report in association with IBM, which is based on an extensive survey of more than 1,000 marketers.

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Is the influencer marketing bubble set to burst?

Last year, influencer marketing became a billion-dollar industry, with reports suggesting that it could be worth a whopping $2.38bn by the time 2019 rolls around.

Other research suggests a similarly positive outlook.

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john jones

A day in the life of... a design strategy lead at Fjord

It's a cracking 'day in the life' this week, as we spend time with John Jones, global design strategy lead at Fjord.

Let's see what makes Jones tick. And remember, if you're looking for a new role, check out the Econsultancy jobs board yourself.

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Four digital transformation secrets, revealed

After years of discussions, digital transformation has finally become a reality at many organisations.

And along with actual transformation projects has come the realisation that digital transformation in practice is quite different than digital transformation in theory.

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The best digital marketing stats we’ve seen this week

We hope you enjoyed a happy and healthy start to the new year, dear readers. 

Let’s start as we mean to go on, shall we? Here’s a top-notch roundup of this week’s best digital marketing statistics, including news about TV ads, cybersecurity, QR codes, and ecommerce sales.

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gdpr

Take our GDPR survey and get a free copy of the final report

With the General Data Protection Regulation enforceable from May 25th 2018, Econsultancy has been creating some resources to assist marketers in assessing the impact on their work.

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Why the ‘working backwards’ method is key to a superior customer experience

When you think about the reasons you might buy an Apple product, the specific features of a smartphone or iPad might not necessarily come to mind. Similarly, you probably don’t think about all the products you’ve bought when discussing the benefits of using Amazon. 

Instead, you might be more likely to think about the brand as a whole, the over-arching customer service it offers, or even the role it plays in your life. 

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Google Mobile First index

Seven quick steps to prepare for Google's mobile-first index

Even before its official announcement back in Nov 2016, Google has been planning a release of a mobile-first iteration for its search engine’s index of webpages.

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