Mobile, social and the Internet of Things are transforming the trajectory of the customer journey.
The straight shot from discovery to checkout no longer exists. Instead, it has been replaced by a zigzagging, interwoven path of touchpoints, screens and interactions.
Money is changing, with a range of innovative new technologies looking to disrupt the established financial structures.
Chief among these are the crypto-currencies such as Bitcoin.
But what are they, where did they come from, and are they really a threat to the traditional monetary system?
Google helps us all market our services. That statement can start a healthy debate amongst many in the media, but I think I’ll stick with it.
Of course, Google has to market itself, too.
Even the biggest and most successful companies must market themselves in some channels. Apple, for example, may shun social media, but it’s all over the television and out-of-home and has a distinctive presence on many high streets.
So, I thought I’d round up some examples of Google’s marketing that have stuck in my mind and continue to leave me mindful of Google’s all-conquering innovation.
Hope you enjoy!
If you’re a small to medium-size travel or experience brand, the following three strategies are sure to help you increase conversions and retention rates.
If you’re a big player in the sector, take a look anyway. There might be a gap that one of these could fill or a little inspiration.
Either way, I hope you find them to be useful.
We are all exposed to display and video advertising and we all have a view on its efficacy.
In this post I’m going to take a beginner’s look at measurement in display and video advertising and ask if advertisers are finally getting a good (read ‘transparent’) deal.
How is improved measurement across display advertising changing the nature of the web? Will it start to feel lighter on ads as advertisers demand their ads are not just served but viewed by a human being?
What are the standards for viewability and if the networks are adopting them, is this the death of the impression?
The high street debate is one that attracts much comment on the Econsultancy blog.
Feelings run high when it comes to ensuring the survival of stores in our towns. The situation has yet to crystallise, though it’s clear there are business models that aren’t best suited to bricks and mortar any more.
Alongside the trend towards experiential retail (shops doing more than simply selling stuff that consumers can buy cheaper online), a trend towards creating social value in the community may be emerging.
High street vacancy rates are steady in the UK at 14% in 2013 and independent stores such as cafes are on the increase. Part of the reason for this is social and local.
Most of us still value our retail centres as places to take a ‘humanity bath’, meeting people outside of the office, the church/mosque/synagogue and your neighbourhood.
But what else can big retailers do to engender a closer community? Does every store have to get involved? What about digital technology, can it play a part at a community level?
The RSA (Royal Society for the encouragement of Arts, Manufactures and Commerce) has released a report detailing the business case for socially aware retail. The report includes the results of six months of research with three ASDA stores.
Whilst most of the findings are relevant mainly for larger focal points, chiefly supermarkets, here’s what I gleaned…