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Author: Ben Davis

Ben Davis

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

black friday

SEO & Black Friday: How are brands preparing their landing pages?

We've been looking at some analysis of search performance in the lead up to Black Friday.

Electrical retailer Currys has had its strategy licked for some time, whereas Amazon has the odd improvement it could make to its usually omnipresent site.

Both sites show a consistent (and year-round) landing page is important for brands capitalising on annual events.

nfl players

NFL video content: Should brands police Twitter?

Last week two Twitter accounts, Deadspin and SBNationGif, were taken down after the NFL reported them for sharing its footage.

The footage was, of course, in the form of Vine video, that most popular format for 'real-time' sports clips.

With many sports fans now accustomed to searching Twitter for 'Vine Rooney goal' or similar (insert joke here, UK soccer fans), these DMCA takedown notices are a big deal.

starbucks flyer

Why exclusivity is the cherry on the customer experience cake

In June 2015 the ONS reported that average store prices in the UK fell by almost 3% YoY. 

This was the 12th successive month of deflation in the retail sector.

Alongside deflation, quarterly measures of retail activity have been growing for four years. 

petri dish

Changing company culture: six things to try

Changing company culture is difficult to do by definition.

Steve Denning, author of several leadership and management books, describes organisation culture as 'an interlocking set of goals, roles, processes, values, communications practices, attitudes and assumptions. 

The elements fit together as a mutually reinforcing system and combine to prevent any attempt to change it.'

But company cultural can change, right? This assumption is an integral part of many digital transformation programmes.


Facebook and the battle for mobile discovery

The bare numbers show how far Facebook has come and the size of the opportunity that still remains.

There are approximately 1.9bn smartphone users globally and 1.31bn of them are monthly active users of Facebook (June 30th, 2015). 

Facebook Lite was launched this year so users with poor or unstable connections can use a simplified version of the platform.

lg fridge freezer product copy

A copywriter's template for excellent product page descriptions

Here are 17 questions every copywriter should ask themselves when writing a product description.

I've included a few examples to illustrate my points.

gds flyer

Digital transformation: GDS shows the generation gap is as frustrating as ever

In just a few weeks, the UK's Government Digital Service (GDS) has lost its head, its deputy, its strategy man, its chief designer, its head of user research and its delivery and performance chief.

There seems to be a mix of messages coming out of Whitehall - some talk about the plan always being to devolve the central GDS team into newly-prepared departments (a question of tackling transformation at the correct scale) and others seem to suggest a November spending review is curtailing a GDS that is losing an argument with some of its vocal critics.

I don't know anything about the machinations of governments but in a broader context it's pertinent to remind ourselves that momentum doesn't always gather behind transformation projects.

new york times logo

Is social media a double-edged sword for publishers?

Publishers and social networks have an increasingly symbiotic relationship.

Publishers seek larger audiences and social networks seek the most engaging content to keep users in-app and provide the most compelling context for advertisements.

Is there a danger in this ever-deepening relationship between social media and publishers?

return ticket

How to win back customers online: 101

How can you win customers back online? 

Here's an intro looking at some of the tools you can use, as well as some advice on knowing which customers to target.


11 ways to track online to offline conversions (and vice versa)

Marketers can feel pressured, by blogs like this, into believing they are lagging in the race to master omnichannel attribution.

In the real world, what marketers need are discrete ways to track discrete actions. That's why I thought a roundup of some methods of tracking online to offline conversions (and back again) might be useful.

Please add your own two cents in the comments.

art and anarchy in british comics header image

How to deal with 150m pieces of content? A Q&A with the British Library

We've written previously about the challenges of information architecture at the British Library.

And now we've caught up with Head of Digital and Marketing Operations, Graham MacFadyen, to get some fascinating insight into how the organisation prioritises content and measures success online.

kpp homepage

10 successful homepages that show the trend for video backgrounds

GIF and video backgrounds are spreading. 

Focus on enjoyable customer experiences has led many to create focused, unfussy websites that provide clear messages and unforgettable images.

Open source platforms and social media have played a large part in perpetuating this trend. The rise of the smartphone means we're more comfortable with scrolling experiences, so content can be dispersed down the page.