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Posts in Strategy & Operations

What can marketers learn from SaaS (software-as-a-service) businesses?

You may have noticed the rise in subscription services and business models – the likes of Spotify in music, Netflix in video and, of course, Dollar Shave Club in FMCG, which was recently bought by Unilever for $1bn.

On US-based My Subscription Addiction, a portal detailing available subscription services, there were 2,000 in operation as of March this year. And visits to subscription ecommerce sites have gone up 3,000% in the past three years. The average subscriber receives seven subscription packages and has at least 12 on their wish list.

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Christmas shoppers on smartphone

How Britain's favourite brands are attracting consumers this Christmas

Shoppers are interacting with more touchpoints across more marketing channels and devices than ever before.

But which of these is having the biggest impact on consumer choice, and how are Britain’s favourite brands making the most of it?

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Three key charts from our New Marketing Reality Report

With audiences becoming increasingly unpredictable, the path to purchase is no longer linear.

For marketers this poses a great challenge, as many find it difficult to break free of traditional methodologies in order to create a truly omnichannel customer experience.

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12 seminal reads on why digital *is* different

The great debate about ‘digital’ rumbles on.

On one side, we hear that digital is everything and everything is digital, so it is now a meaningless term, but this week I am coming out fighting for the other side because digital is a force that deserves distinction.

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How the Internet of Things will fundamentally change marketing

A few weeks ago I wrote a post that looked at why marketers need to pay attention to the Internet of Things (IoT).

An Econsultancy subscriber posed some interesting questions in the comments section of that post, so this article is an attempt to respond to his points.

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Four things to consider before marketing on a new digital channel

Marketers face the challenge of a constantly changing media landscape.

According to a recent study by McKinsey & Company the number of digital touchpoints is increasing by 20% annually and consumer activity is shifting rapidly to these new digital channels.

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Five ways subscription box services can increase customer retention

According to recent research, the average length of time a consumer keeps a subscription service is just 125 days.

With the majority focusing on acquisition instead of retention, this stat is hardly surprising.

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good karma this way

Consultancies are buying agencies: What does it mean for marketing?

Accenture Interactive has announced it has reached a deal to purchase the London-based independent agency Karmarama.

It's the latest acquisition from the consultancy, which has also bought independents in Brazil, APAC, the US and Sweden.

What does this mean for marketing?

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jill brittlebank

A day in the life of... senior director for strategy & analytics at Zeta Global

Do you work on the customer lifecycle and wonder what it would be like to be on the supply side or in charge of strategy?

Jill Brittlebank is senior director for strategy and analytics at Zeta Global, a CRM technology company, and is the latest of our Day in the Life interviewees.

Let's see what she gets up to every day...

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Five things to appreciate about Missguided’s first ever physical store

Missguided is all about fast fashion and fast delivery.

It is well-known for targeting the ‘I want it now’ generation – girls who want an outfit for Saturday night but don’t want to spend loads of money or time trawling the high street. 

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Four top digital priorities for B2B marketers: Report

Back in 2014, Econsultancy's B2B Digital Trends report showed content marketing to be the top priority for B2B marketers.

So, nearly three years later, have things changed? 

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thinking emoji

Forget learning to code; what should marketers really know?

It is a common refrain on industry blogs - "marketers should learn to code" - but it doesn't really make sense.

Hands up, I've said it myself in the past. But what I was really referring to was learning the very basics of code, so marketers can get better at working with analytics, agencies and their tech teams. 

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