Blog

How Nissan works with influencers at each stage of its marketing funnel

Influencer marketing is a hot topic at the moment, yet it’s still rare to find case studies from brands who are working with influencers beyond one-off campaigns.

At the Festival of Marketing today Nicolas Chabot and Gemma Dodd from Traackr gave an overview of how the automotive brand uses influencers at each stage of its marketing strategy.

2 comments

Introducing the Modern Marketing Model (M3)

The increase in new channels and technologies has dramatically changed the environment in which marketers operate. But the way in which marketing is taught, understood and operates has not really changed.

This is not sustainable. We need a new unifying framework as a reference for what marketing has become.

22 comments
brompton prototype

How Brompton Bicycles is overcoming purchase friction using content and social

Brompton Bicycles makes for a terrific brand case study because, until recently, the company has done almost zero brand management.

The heritage of the firm is very much about British manufacturing expertise, with the marketing and selling of the bikes left to partner retailers.

0 comments
the aa

How the AA transformed its brand using political messaging & strategic insight

Cheryl Calverley, Head of Marketing at the AA, spoke this morning at the Festival of Marketing 2017 about what ‘insight’ should mean to a marketer and how the AA has transformed its brand using political messaging.

0 comments

Three problems marketers face with digital transformation (and three solutions)

There is a lot of advice about digital transformation available these days.

A quick Google search turns up endless articles from blue-chip technology companies and consultancies, offering trend data, solutions and thought leadership.

0 comments
customer journey

Ask the experts: Conversion rate optimisation trends, challenges & strategy

We've already covered Mobile SEO in our ask the experts series, and now we move on to CRO (conversion rate optimisation).

We asked our chosen experts the following questions. Click on one if you want to jump straight to it.

2 comments

How Disney World has mastered customer experience

If there’s one brand that knows a thing or two about keeping its customers happy, it’s Disney. 

This is reflected in the increasing demand for the Disney experience. In 2016, its Parks & Resorts accounted for 31% of the company’s total revenues (with its media networks generating 43%). It also saw more than 13m people visit the newly opened Shanghai Disney Resort, as well as greater attendance levels in parks in the US.

1 comment
shop the look

Image recognition in ecommerce: Visual search, product tagging and content curation

There are clear use cases for machine learning-powered image recognition in ecommerce – namely visual search, product tagging and content curation.

Fashwell is a company that provides such technology, so I asked a few questions of CEO and co-founder Matthias Dantone.

0 comments
steve bartlett

An interview with Social Chain's Steve Bartlett, agency land's most influential person in 2017

In Econsultancy's newly released Top 100 Digital Agencies report, Social Chain CEO Steve Bartlett has been voted by his peers as the most influential agency figure in 2017.

I caught up with Steve to find out what makes him and his agency tick.

0 comments
sali davies

A day in the life of... client manager at a shopper media agency

Shopper media agencies create campaigns that work for retailers, supplier brands and shoppers alike.

As it says on Threefold's website, they "look at a retailer’s whole media estate, from their branded microsites to the space on their supermarket trolleys. Then [they use their] trademarked technology to work out how to put the right brands in front of the right shoppers at the right time."

0 comments

10 delightful digital marketing stats we’ve seen this week

Our headlines never lie. We’ve got some delightful digital marketing stats for you this week, including news on ad fraud, retail returns, and AR apps. 

There’s lots more in the trusty Internet Statistics Compendium of course. Check it out for further facts and figures. 

1 comment

Ikea just purchased TaskRabbit: Here's why

Ikea, the world's largest furniture retailer, is no digital dummy.

The company, which has annual revenue of over $36bn, has proven to be a savvy digital player. It actively markets in numerous digital channels, where it has created some great campaigns

0 comments