Posts tagged with Strategy

train and ufo

Has 'digital' become an anachronism?

I was struck by the news that Adam & Eve/DDB has dropped 'digital' from its job titles.

Firstly, what a perfect piece of PR. But there's more to it than that; the agency is an early mover in the next stage of an ideological regression that has been happening for a while now.

There's a backlash against technology, against third-party solutions, corrupt ad models, poor creative and even content marketing.

Agencies want to get back to 'the work'.

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graph sowing conversion rates

Is lack of strategy really killing conversion rate optimisation?

Do you know any conversion rate optimisation nuts? It’s likely you do, and that in itself is strange.

Why should improving the efficiency of your marketing online be an acquired taste, like rugby league or larping?

One of the alarming findings of Econsultancy’s Conversion Rate Optimisation Report (in association with RedEye) is a continued strategy vacuum.

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amazon black friday

Sure, retailers changed their Black Friday strategies. But did the customers?

In US stores, sales and footfall were down 10%, according to ShopperTrak; in the UK, we saw footage of empty stores on the morning of Black Friday.

Yep, there seemed to be something different about Black Friday this year, with retailers increasingly embracing ecommerce.

change in retailer strategy was well documented. Longer sales, more considered discounts, more discounts available online (and earlier); all these changes herald the beginning of what is now a shopping season, not a one-off event before Christmas.

Let's look at how have retailer strategy might have correlated with consumer transactions and traffic online.

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black friday

Which retailer has the best Black Friday strategy?

2015 has seen retailers continue to evolve their Black Friday strategies, with many spreading sales across the period.

UK retailers, in particular, have learnt from last year's bumper day (a breakthrough for the holiday in the UK) and either dropped out from the race or tried to spread demand.

Let's have a look at the strategies being adopted by a number of major retailers.

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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.

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Three important digital marketing trends from Dmexco 2015

Last week at Dmexco I caught up with Suresh Vittal, VP of Product Marketing and Strategy at Adobe Marketing Cloud. I asked him about some of the key trends in digital marketing and where things are headed in future. 

We talked about everything from the explosion of new marketing channels and touchpoints to the importance of customer experience and solving the problem of too much data. 

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Should retailers and travel firms bid on brand terms? Bing says 'yes'

Bidding strategy is crucial to success with paid search, and one of the most vexing questions companies often grapple with is whether they should bid on brand terms.

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In strategy and design, simplicity is the good manners of our age

In a world which demands 'more, done better, and faster,' simplicity has taken on the power of a moral imperative.

In America, the average hours worked per week is now 47 hours, that’s nearly a six day work week. As parents, professionals, and members of little used gyms, the admonition to 'Be All You Can Be' is a self-escalating puzzle.

In the context of the more specialized and complex requirements faced in life, making one’s communications simple may be as important as making them polite.

So, simplicity equates to credibility and also the ability to fit with your audience’s over-stuffed lives. To time-strapped consumers, if it’s not simple, it’s not welcome.

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gov.uk

GOV.UK fixes Reddit user's bug in just a day

We and many others have made our love for Government Digital Services (GDS) quite clear. 

From its UX, to its style guide, to its place in changing the perception of the web.

However, I thought it worth quickly flagging up an interesting post on Reddit that shows just how far GDS has come and the standards it is setting.

In the post a redditor from the Home Office highlights a poor experience and a developer from the GOV.UK team fixes it within a day.

If you want to hear from Mike Bracken, executive director of digital at GDS, get yourself to the Festival of Marketing in November.

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top 100

How is the agency model changing? Part two

2014's Top 100 Digital Agencies report has revealed some changes in the agency landscape.

I've been looking at changes to the agency model. In part one I looked at PepsiCo's Galaxy model, the trend for marketers and agencies influencing the wider business, and how clients are increasingly embedding agencies or in-housing skills.

In this final part, it's time to discuss the demand for speed and agility, data's influence and changing pricing models.

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seo

How to approach SEO research and planning

SEO is one of those marketing disciplines that requires foresight, plenty of planning, a methodical approach and maybe just a bit of marketing intuition.

I've plundered the excellent Econsultancy SEO Best Practice Guide for some tips on how to approach SEO planning and research.

Check out the big guide for more than 400 pages of detailed and actionable insight.

Here we go..

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The Email Marketing Speed Imperative study

How should email marketers spend their time?

As marketers spread themselves ever more thinly across multiple channels and platforms, time becomes an even more precious commodity. 

Over half of all marketers report to having responsibilities in seven out of 10 other areas of marketing, from offline display to owned media. 

However it’s the email marketers who seem to suffer the most. 

Marketing is becoming increasingly multichannel and relationship focused. Email is the glue that pulls together all of these different disciplines, tactics and partners, as well as being a direct channel to the customer.

The Email Marketing Speed Imperative study, published by Econsultancy in partnership with dotMailer, looks at how the ease of use of a specific email marketing tool affects the daily practice of email and what impact this has on the bottom line.

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