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We have a simple goal here at Econsultancy, to make the digital world a better place.
We do this is by helping every visitor, client and delegate sort through the clutter of digital marketing, and our role here on the blog however is to help on a more day-to-day basis.
We aim to provide useful tips, guidance and best practice advice in a manner that we hope is as jargon-free as possible, to make digital marketing easy to understand for everyone at any level.
Which is why I'm very proud to present Econsultancy's Colossal Jargon-Buster, a handy A-Z guide to the most useful and common terms that you'll come across in the digital marketing world.
Costco and Zara are two of the latest Western brands to open online stores in China via Alibaba’s Tmall marketplace.
They’re hoping to follow the success of companies such as Apple, Burberry and Marks & Spencer which have used this route to reach millions of consumers.
With ecommerce growing fast around the world, more British and American companies are shifting their focus overseas. And often marketplaces and other sales channels are the key to reaching a global audience.
Digital marketing is a strategic priority for the telecom sector, with an average of 46% of total marketing budgets being assigned to digital.
The report explores how companies operating in the telecom sector approach digital marketing, as well as the key trends, opportunities and sector-specific issues shaping their digital strategies.
The insight is based on a global survey of more than 200 telecom executives based mainly in North America and EMEA (Europe, Middle East and Africa) and inside the downloadable report you’ll discover data around key business priorities in telecom, where companies are focusing digital marketing and technology, opportunities and budget plans for the next 12 months and obstacles to integrated marketing.
In the meantime, here’s a summary of three key trends identified in the report:
Both the sales and marketing functions have been significantly impacted by the arrival of the connected customer plus a new set of digital tools, devices and platforms.
Brand marketers and sales teams need to adopt to the new world order or risk serious business consequences. At its core, the change required is one of mindset. There is no prescribed path, so brands need to experiment and teams need to be in a constant learning mode.
Whenever one tries something new, failure is a very real risk. Yet, it’s not because we might fail that we should not act.
These days, there is a plethora of choice. There are myriad new tools, platforms and systems from which to choose to help drive the business.
However, whichever digital option a brand selects, most companies are failing to act on one very central theme for survival: customer centricity.
While many senior executives are speaking about being 'turned toward the client' unfortunately, it’s a clear case of easier said than done.
What are the keys to converting into a truly customer-centric organization? This is the question that I'll explore in this article, co-written by Stephen Gresty...
In this post, I’ll be discussing cookies and the different options for tracking user behaviour and actions.
I will start with a summary of the humble cookie, its origin and then explore some of the different tracking types that it allows.
I'll then look at the next generation consumer and cross device tracking opportunities to see how we could operate in a cookie free world.
Marketers grapple with digital everyday. Why? Because the laws of marketing have changed. These five laws can help you navigate the torid waters of today's digital marketing.
Is digital marketing really different than any other type of marketing? What’s funny is that’s not quite the right way to look at it. Digital marketing isn’t a type of marketing, it’s a way to market.
It’s a contrast to traditional marketing in that it focuses on direct engagement with the intended audience. Digital is all about “talking with” whereas traditional marketing is all about “talking to.”
As pharma and healthcare companies embrace the need for digital transformation, how can they ensure that they are set up for success?
I was recently invited to speak at a Brand Innovation Summit in Princeton NJ. Senior representatives from a number of large Pharma and healthcare companies attended the session co-hosted by Hale Advisors and eXL Pharma.
Attendees were looking for answers to key questions such as: “what makes a company nimble and able to embrace digital transformation?” and “What types of organizational structures are best for pharmaceutical and healthcare companies looking to build digital marketing capabilities?”
It's hard to get one's head around China. The scale and the speed are vast and fast.
So, I thought I'd round up some companies doing interesting things online in China, just to give a snapshot of marketing in the country.
Full credit where it's due, these are all taken from Barney Loehnis' presentation (he's head of digital in APAC for Ogilvy & Mather) at the Future of Digital Marketing 2014.
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.
In the movie Mallrats, there’s a clip where one character, William, stares into a Magic Eye image, waiting to see a sailboat hidden in the picture.
Packed lunch in hand, he’s determined to stare until he finds it. Yet William’s frustration only grows as many passerby and children see the boat while he only sees the ‘white noise.’
For me, the conversations at Econsultancy's recent Social Media Roundtable in New York highlighted the challenge for the enterprise to see the sailboat, camouflaged by the white noise of vast digital data.
With our society constantly challenging the female image, there is enormous social pressure to always look good.
The #nomakeupselfie campaign has sparked motivation to rethink the concept of beauty, while also becoming a reminder of the importance of looking after our bodies and others who are less fortunate.
Game mechanics are the building blocks of a successful gamification strategy.
These elements make the experience engaging and fun for the consumer. Points, badges and leaderboards are the go-to mechanics marketers often use to make their programs more engaging, but the mechanics marketers can tap go beyond PBLs (as they’re called among game designers).
Candy Crush, the social game that is more popular than every other game on Facebook, uses a long list of mechanics to create motivating and addictive experience for the user.
And there are a number of lessons marketers can learn from the torrid success of Candy Crush.