{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Author: Ben Davis

Ben Davis

Ben Davis is a senior writer at Econsultancy. He lives in Manchester. You can contact him at ben.davis@econsultancy.com or follow at @herrhuld.

dino chart

Nine online marketing statistics we've seen this week

Dinosaurs not included.

Here are the most interesting digital and marketing stats we've seen this week. This week's crop takes in budget supermarkets, YouTube, retargeting, McDonald's and, of course, social media.

As always, if you want more extensive research and up to date stats, see the Internet Statistics Compenium.

Let's go..

3 comments
hand

Five definitions of multichannel marketing (including obligachannel)

I'm currently undertaking a project where I ask people what multichannel marketing is.

Part of the time I wonder if it's a distraction or even a siren, beautiful but dangerous to pursue.

Many a company has been successful through conservatism or even through making bold decisions about how a customer can't engage with the company - think of GiffGaff choosing not to have a call centre but rely on online communities for support. Think of Primark refusing to sell online.

These are my definitions. They're ordered in increasing sophistication. Definition five represents the holy grail and I think we all know the very few companies we suspect have achieved some form of it (nada).

NB: The whole thing is complicated by the differences between comms and commerce, size of business, number of audiences, product or service sold and provided etc. But I thought I would nail my colours to the mast.

2 comments
oculus rift

Nine examples of interactive web content

Social media plays such an important role in publishing that sharable and fun interactive content is now the way to elevate a piece from 'buzzy' to 'viral'.

Buzzfeed and The Guardian have proved masterful at this (for different reasons) but there are plenty of other publishers and organisations getting in on the act.

Here's just a few of them..

2 comments
anthony daniels

The pros and cons of marketing automation

To some extent, the pros and cons of marketing automation are two sides of the same coin, similar to deciding whether to keep a boyfriend or girlfriend and writing 'decisive' in the 'for' column and 'controlling' in the 'against'.

There's definitely a feeling of 'how far can we take this' within marketing. What started out as triggered emails is fast turning into a conversation where machine learning pops up fairly often. Automation won't just be about doing the grunt work of comms, it will also be about spotting trends and creating content.

Whether this day will come and how soon is up for debate. For now, I thought I'd set out clearly the pros and cons of marketing automation.

Let's start with the bad news..

3 comments
terminator

When marketing automation goes wrong

Consumers love it when a company's mask slips. They jump on perceived proof that businesses are all in it to rip off the customer.

PR snafus such as Sainsbury's recent inside-outside poster are a good example of this phenomenon. Social media goes crazy.

In recent times, the move to enhanced service, partly stimulated by the commercial internet, means the mask has further to slip (but it still can). Companies aim to be transparent and friendly with customers on an increasing number of marketing and comms channels, but mistakes still occur.

Marketing automation is one area where brands must be vigilant, lest the wrong message be sent or the right message at the wrong time.

So, here's a roundup of some ways in which marketing automation can go wrong, in social, ecommerce, email and advertising.

11 comments
shooting star

18 companies with brilliant digital strategies

It occurred to me that amongst the Econsultancy blog team we certainly have our favourite companies as far as digital ambition and execution are concerned.

So I'm simply going to round up some companies that have done good things on this front and see if our readers get annoyed by any omissions or, indeed, inclusions.

So, here are 18 digital trailblazers. A lot of them are involved solely in ecommerce but not all of them.

N.B. I've deliberately excluded agencies and what I think of as tech companies, though that distinction is a little difficult to make in some areas.

5 comments
adam creation

Six tips for finding influencers and co-creating content

How do you create content that gets heard from within the maelstrom of online media?

Well, consumers are looking for trusted and credible sources of information. Partnering with influencers who already have the ear of a community can be a way to create trusted content and get it shared by the right people.

The latest in the Econsultancy Masters of CX series is called 'Influence the Influencers - The Magic of Co-Created Content', authored by Lee Odden, CEO of TopRank.

Do download the report to read in full, but first I thought I'd pick out my favourite tips.

0 comments
bbc earth

BBC Earth: seven web content trends to notice

BBC Earth showcases some of the content trends the Beeb has been championing in the revamp of its site.

I've taken a quick shufty through these lovely webpages in an attempt to find exactly what these design trends are.

See if you agree.

1 comment
chart

Nine internet marketing stats we've seen this week

The stats we've seen this week continue a trend for the past year.

There's lots about advertising, lots about mobile and plenty about where the two collide. Other highlights include the dreaded 'millenials' and their economic outlook and some interesting insight into the state of mobile in MENA specifically.

As always, if these stats don't sate your hunger, head on over to the insights and data in our Internet Statistics Compendium

5 comments
mticketing

Mobile ticketing for buses: why generational relevancy matters

Customer experience is about relevancy.

Many providers of services are finding that generational relevancy is a new factor they need to consider and one that likely requires a good deal of investment.

It's not prudent to avoid investment and hope that being a second or third mover will keep your digitally-demanding customers just sweet enough.

The fact is, if you improve the customer experience without even changing the service you provide, customers will be happier. They'll think they're getting more for their money and they are.

I'll give an example. First UK Bus introduced mobile ticketing in spring 2014. There's an mticket app on which tickets can be bought, stored and activated. For those of you not in the regions of the UK, these buses were often cash only (smart cards, similar to London's Oyster, are yet to be rolled out).

Here's why this mticketing works and why more companies should be moving sooner.

4 comments
toolkit

The SME content creation toolkit for images, video and text

I've kept this list simple and it's a fairly accurate idea of what I use day-to-day.

I didn't use any of these tools when I started working on the Econsultancy blog. I'm still not an advanced content creator but I do have some small tricks up my sleeve.

Take a look at this list of tools to aid you in your image, video and text travails.

Enjoy!

1 comment

iPad app review: Manchester City's digital ambition is clear to see

Manchester City is at the forefront of digital in the footballing world.

We've written about MCFC a lot and found there are plenty of clubs that are way behind. That's understandable, given the gulf in finances between some teams.

What City does very well in this new iPad app is to create an experience that's about football (duh!) and content and is enjoyable to use. It befits the sport and should please the fan.

Plenty of rival apps don't allow you to watch highlights (without paying) and don't put enough effort into editorial, preferring to concentrate on monetisation.

Let's take a closer look at the City App.

1 comment