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Posts in Advertising

How to use web personalisation to increase sales

In today’s highly competitive market, having engaging online content is fundamental when attracting new and returning customers.

Personalisation is a great way to target your audience and tailor your website to their needs. The travel industry in particular is a perfect example of how to use data to improve overall customer service.

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A sea change for insurance marketing

Despite the Supreme Court’s ruling over the Affordable Care Act last week, the future of healthcare in America remains uncertain in this election year when a Romney victory could mean the act’s repeal.

Healthcare insurers aren’t waiting to see which way the wind blows, though. Some major players having already begun consumer-focused campaigns that signal a sea change for insurers who traditionally targeted their marketing to wholesale business accounts, not individuals. 

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Q&A: Steffan Aquarone on online video best practice

Econsultancy has just published an updated version of its Online Video Best Practice Guide. The latest report reflects the evolution of online video from simply a 'nice-to-have' to a strategic marketing tool. 

We caught up with the report's author, Steffan Aquarone, to find out more about how the world of online video has changed since the last version of the guide, and what the future holds for this rapidly moving space. 

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The value of affiliate marketing today

Based out of the 7thingsmedia New York office, I was glad to attend this week's Linkshare affiliate network Symposium

The networking-heavy event had various sessions that were packed with affiliate insights, tips and best practice processes.

However, one session which particularly caught my interest was with Andy Hoar from Forrester Research on the Direct and Indirect value that affiliates deliver to advertisers.

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How to make video advertising that delivers

As video ad consumption soars, so do marketers' video budgets.

There are more than 785m visits to online video websites in the UK each month. Spending on online video advertising in the UK hit 109m in 2011, more than double the previous year.

And the mind-blowing numbers keep coming – comScore’s May estimates for U.S. video views topped 10 billion for the very first time.

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Microsoft may make WebRTC a part of Skype's future

In the next couple of years, firing up a phone call or video chat with a friend on the opposite side of the world may not require you to launch Skype, Google Chat or one of the many programs that let individuals connect over the internet. Instead, you'll be able to communicate with voice and video using nothing more than your web browser.

If and when that day comes, you'll thank technologies WebRTC, which enable real-time communication between browsers. Originally developed by Google and currently supported only in development builds of Google's Chrome browser, companies like VOIP provider Voxeo are demonstrating WebRTC's nifty capabilities and providing a preview of what the future might look like for web-based communication.

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Domino's deal with web app startup targets football fans

Domino’s pizza has taken the unusual step of partnering with a web app start-up in a bid to drive brand affinity with football fans.

Squawka, which launched on June 8, is an interactive web app that gives real time stats and analysis during football matches, as well as acting as a forum for fans to discuss the games.

The deal is part of Domino’s affiliate marketing activity, but as it is being run with a start-up the emphasis is on driving brand awareness rather than increasing sales.

Domino’s marketing activity already has a strong focus on digital. It launched its iPhone app in 2010 followed by an iPad app late last year.

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Apple TV: rumour has it...

The rumours of an iTV or Apple TV have been persistently circulating for several years. More recently the hype built around the Apple Worldwide Developers Conference (WWDC) and failing any mention of the device by Apple CEO Tim Cook, the company's stocks fell.

While many will use this opportunity to highlight again the loss of Steve Jobs and the big shoes that Tim Cook is struggling to fill, no doubt Apple has a plan.

The brand's history is full of hype, rumour and new technology to market that has revolutionised how we listen to music, use our mobile phones and share and interact with each other. Apple TV, I’m sure, will be no different.

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10 interesting digital marketing stats we've seen this week

Once again, here are some of the most interesting digital marketing stats I've seen this week. 

Stats include usage of connected TV apps, sales and traffic data from Affiliate Window, fashion search rankings, attitudes to privacy and how brands use big data.

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Video: What happened at Digital Cream San Jose

Econsultancy recently held its first ever Digital Cream in San Jose, our invitation-only event for senior client-side digital marketers.

Opened by Econsultancy EVP, Craig Hanna, Digital Cream San Jose had marketers from companies such as HP, AOL, Macy's, ModCloth and eBay participate in the roundtables, with a keynote by Chris Tolles, the CEO of Topix, on how marketers can apply techniques from presidential campaigns to their own campaigns.

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Aurasma: consumer use of AR is low, but growing over time

Augmented reality is becoming a common feature in marketing campaigns, yet there’s little evidence to suggest that it is catching on with consumers.

AR app Aurasma is making a huge effort to build awareness of the technology, and now works with more than 5,000 partners ranging from advertisers to schools.

One of its most successful partnerships is with Top Gear Magazine, which now embeds digital content in every monthly issue.

It has also worked with Universal to promote the new Jurassic Park DVD, and David Cameron is even said to have the app on his smartphone.

To find out more about how AR works, I spoke to head of partnerships and innovation Matt Mills…

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The next cookie law deadline is approaching

In the UK the deadline for compliance with the EU cookie law has come and gone and either you worked like crazy to get your site reconfigured to be in compliance or you decided to wait it out and see what happened. (Lots of us are still waiting).

But are you ready for the next deadline?

For those of you who have implemented a solution and collected your consumer’s consent regarding cookies you may not know that there is another deadline coming on or around the 26th of June. The date by which at least 35% of third party cookies will have been deleted.

It seems like storing the cookie preference in a cookie may not be the best solution, but are their other options? Yes, Device ID.  

With Device ID a website owner gets to have the value exchange discussion with a consumer just once and then to store their preference in a way that doesn’t get deleted every time a consumer clears their cookies.

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