Some marketers find it relatively easy to connect with their customers. They have a well-researched customer base, established workflows and enough data to gauge success to a reasonable level.
Brands have embraced influencer marketing and are now collectively spending billions of dollars a year on influencer marketing campaigns.
But despite the spend, many brands aren’t realizing influencer marketing’s full potential.
In order for companies to succeed in the age of digital transformation, it is not only critical to be able to design, build and maintain digital tools and platforms, but also to support those tools with the right way of thinking.
Some businesses are achieving this by combining product development techniques from the world of software development with a start-up mindset, an approach known as “product thinking”.
If it sounds too good to be true, it probably is.
Critics of an American service called MoviePass have been quick to point to this old adage, and for seemingly good reason: the service offers subscribers the ability to go to one movie every day for $9.99 per month – less than the cost of a single movie ticket in many cities.
Love it or loathe it, technology is becoming increasingly important to marketers.
Econsultancy has journaled the adoption of marketing technology by brands for many years and our recent Digital Intelligence Briefing survey found that companies with an integrated technology stack are 50% more likely to be ‘top-performing’ than those with a fragmented approach.
Two years on from the UK’s vote to leave the European Union, Brexit continues to be the subject of national debate, as lawmakers, policymakers and decision makers try to determine what it will mean for the country.
On Thursday, the US Thursday Supreme Court issued a decision in a closely-watched case that overturned a prior ruling that online retailers have relied on to avoid collecting sales tax on online purchases.
For years, brands have continued to up their spend on influencer marketing despite risks such as fraud and scandal and, arguably, they have had good reason to do so.
After all, consumers, particularly young consumers, are often most easily reached via social media, where they’ve embraced and made stars of a new generation of celebrities.
Popular P2P payments service Venmo, which is owned by PayPal, handled over $12bn in payments in the first quarter of 2018, but going forward, its users will have one less option when they go to send money to a friend.
Which mobile payments app has the most users? If you guessed Apple Pay, Google Pay or Samsung Pay – hereafter referred to as the Three Pays – you guessed wrong.
Despite the efforts of three of tech’s biggest names to drive adoption of their mobile payments solutions, it’s a retailer that has the most widely used mobile payments solution as measured by users.
Without much fanfare, Amazon has managed to build a billion-dollar advertising business.
That’s not so surprising when one considers that, depending on who you ask, roughly 50% of consumers in the US start a product search on the company’s site or in its mobile app, and many more consult Amazon before finalizing a purchasing decision.
Much is written about marketing ‘strategies’ and ‘tactics’, and these two terms are often used interchangeably.
Doing so is not usually a problem (we all know, for example, what search marketing is whether it’s called a strategy or a tactic), but it is useful to distinguish strategies and tactics when trying to identify marketing trends.