The evidence points to offline touchpoints having a clear and valued role in the automotive customer journey, and many OEMs have struggled with a fixed-price agency model in pursuit of D2C sales.
Being able to measure the performance and effectiveness of integrated marketing campaigns that combine paid search with other channels is essential for gaining an understanding of what worked, and what can be improved in future campaigns. This chapter looks at what measures to use and the toolkits, such as Google Analytics, that can help. Measuring […]
When Eurostar Group underwent a wide-ranging digital transformation following Eurostar’s merger with Thalys, the goal was to improve the customer experience – but bringing station staff ‘on board’ with the change was also critical.
Pets at Home now fulfils 40% of ecommerce orders through click and collect (and 24% via the one-hour option). Joe Whitaker, Head of Digital Operations, discusses the brand’s omnichannel transformation in the Covid-19 pandemic, including change management and “winning the hearts and minds” of store staff.
A fundamental part of paid search is the utilisation of data, and so being able to trust the numbers is crucial when it comes to reporting for optimisation purposes. Click fraud describes any clicks that are not generated by normal users interacting with ads. Such clicks can also be described as fraudulent traffic. The major […]
This article is adapted from a section of Econsultancy’s Innovation Best Practice Guide, written by Steffan Aquarone. The guide presents a set of simple, practical ideas, and Aquarone takes the word ‘innovation’ itself to mean ‘finding ways of doing things differently’. Flawed assumptions to avoid when innovating – the premise of this article is pretty self-explanatory, […]
Tips to help with the research, the communication and the task of finding out what people want. In essence, how to have good ideas by asking the right questions.
The purpose of this guide is to ensure that organisations fully understand the scope, opportunities, risks and the required investment of time, effort and budget to create a sustainable and effective social media strategy. This chapter outlines the key steps for marketers looking to create and launch a social media strategy that is right for […]
There is the very real danger of option paralysis when measuring social media. The sheer amount of data that is available from the platforms for organic posts and paid advertising can be overwhelming. As the number of social platforms increases and alternative metrics are created for newer content formats and ad formats, this problem is […]
For those organisations that have not clearly defined their content strategy, social media will continue to be a place where content is published with limited focus, and therefore, limited success. This chapter looks at how brands can achieve campaign goals by defining a focus for their content, before summarising the legal considerations marketers in social […]
When planning social media activities, bear in mind that the activity should mirror any strategic element of the business. Many organisations use existing marketing and communications planning processes to develop their social media activity. This chapter looks at the ten steps brands should take to develop their social media activity, from research and planning through […]