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Blog

How to measure online branding campaigns

In an industry so accountable and measurable, it seems that some are using the excuse of delivering “brand awareness” to avoid the need to prove results.

Now P&G, one of the world’s largest advertisers, has spoken out for the need for change in the internet marketing industry.

6 comments

Say hello to E-consultancy's new bloggers

We're expanding the blogging team here at E-consultancy to bring you more quality articles from people working at the sharp end of the internet industry.

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Slide investment - a big bet on widget ad market

Slide , a startup that creates social networking widgets, announced last Friday that it had raised a $50m round of investment from Fidelity Investments and T. Rowe Price at a hefty valuation of $550m.

But is their bet on the power of widgets as advertising platforms foolish?

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Pandora killed by self-harming music industry

Online music radio / recommendation service Pandora was recently forced to block UK users from tuning in as a result of a rise in royalty rates, backed by the record industry.

The move is a very short-sighted decision from the music execs, represented by the MCPS/PRS, which collects royalties on behalf of composers and publishers.

It will threaten other online broadcasters, which will affect the way music is consumed and distributed online. And it should ultimately affect the record labels too...

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Zlio targets UK etailers with DIY shop service

French start-up Zlio, which enables site owners to set up their own online stores, is set to launch in the UK today.

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How Lurpak's post-Xmas campaign was left with the scraps

Branding campaigns aim to build positive associations in the consumer’s mind so that they will look favourably on a company or product in the future.

It’s an investment in future sales and very different from direct response advertising, where the whole focus is for the consumer to take action now.

Traditionally, these two types of advertising have been miles apart, but the web changes all that.

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How to evaluate link opportunities in 2008

Gone are the days when just any old link would improve your rankings. In 2008, you need to be extremely selective - quality rather than quantity.

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E-commerce sales grew by over 50% last year - IMRG

The UK’s online retailers generated some £46.6bn in sales last year, up 54% on 2006, according to new stats from the IMRG.

However, there were signs that the sector had not escaped the effects of the consumer credit crunch towards the end of the year.

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How to improve your Google rankings

My post yesterday discussed how if a site was more useful and had a bigger brand presence than all its competitors, Google really should be ranking it higher.

The problem is that most of the time it doesn't.

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Global analytics budgets on the rise

Nearly 70% of organisations are planning to increase their spending on web analytics this year, according to a new international study by the Web Analytics Association (WAA).

The budget increases, the Industry Outlook survey suggests, will mainly be ploughed into training. 

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Online PR people, please stop using the term ‘Feel Free’

One of the most common - and most infuriating - mistakes made by PRs is the overuse of the dreaded term ‘feel free’, especially when pitching to bloggers.

Feel free to add this to your blog! Feel free to post this video! Feel free to promote our viral!

Oh yeah? How about ‘feel free to take a running jump’? Or ‘feel free to pay us a ton of money and then we’ll talk’.

10 comments

Happy holidays start with great user journeys

Online marketers have long been focused on acquisition and traffic metrics. The key to staying ahead lies in the deployment of more sophisticated tools and techniques to boost income from landed traffic.

1 comment