Category: Digital Strategy

Should brands be worried about the possible repeal of net neutrality rules?

The potential repeal of the 2015 net neutrality rules that were implemented in the U.S. by the Federal Communications Commission (FCC) has sparked an outcry from consumers, consumer rights groups, businesses and trade organizations.

Under a proposal unveiled last week, ISPs would, among other things, no longer be banned from charging companies to prioritize the delivery of their content or restricting access to particular online services that utilize significant resources.

Article Digital Strategy

Four steps to successful digital transformation

Digital Transformation is the journey from where a company is, to where it aspires to be digitally, according to Econsultancy’s founder Ashley Friedlein.

Article Digital Strategy

How brand marketers can improve their agency relationships

One of the key roles of brand marketers these days is to select and work with agency partners.

Yet how best to manage agency relationships is seldom discussed, leaving most client-side marketers to figure it out for themselves.

Article Media planning and buying

More brands want to bring programmatic in-house, but can they?

For years, brands have grappled with questions about which agency model is the best fit for their business.

When it comes to programmatic, however, a new survey recently released by Advertiser Perceptions indicates that a growing number of brands are hoping to bring their efforts in-house.

Article Digital Strategy

Is Amazon Key the key to Amazon’s ownership of the home?

Amazon is part of daily life for millions of consumers, especially the tens of millions of households who subscribe to Amazon Prime. But soon, Amazon might quite literally become the nerve center of many of their homes thanks to a new delivery service called Amazon Key.

Article Digital Strategy

US online sales to surpass in-store sales this holiday season: report

Every year, online retail smashes new records during the holiday shopping season and this year is expected to be no exception. In fact, 2017 could be the year in which a significant symbolic milestone is achieved.

According to global consultancy Deloitte, for the first time ever this holiday shopping season, American shoppers will buy more online than they purchase offline.

Article Digital Strategy

Pharma must use digital to meet the needs of decision makers: report

The decision makers who decide which drugs appear on their hospital or insurance plan’s drug formulary are increasingly reliant on information delivered through digital channels, presenting pharmaceutical companies with a digital imperative.

Article Digital Advertising

The single best way to improve your online advertising

One of the most popular topics at Econsultancy events is online advertising.

Countless discussions have been had about paying for social media reach, whether to retarget or not, and the latest on programmatic buying.

Article Digital Strategy

What Paddy Power learned about voice interfaces by creating an Alexa skill

Voice interfaces are steadily gaining popularity among consumers, so many brands have been quick to start trials with Amazon Alexa and Google Home devices.

At the Festival of Marketing this morning Paddy Power’s product innovation manager, Stephen McMeel, gave an insight into the betting firm’s own experiments with Alexa skills.

Article Digital Advertising

Google ditches first click free, embraces paywalls

This week, Google killed its ‘first click free policy’, which required that publishers employing a paywall offer Google Search and Google News users three free articles per day. Those that didn’t saw their search rankings demoted.

For years, publishers complained that first click free policy made it difficult for them to maximize their subscription revenue. Yet many chose to follow it rather than give up Google referral traffic.

Figure 9 Thinking about how your organization is changing, if at all, are you becoming more or less reliant on the following

Trends and Innovation Digital Transformation

Trends, Technology and the Impact of Data in Media and Entertainment

1. Foreword from Adobe The time for transformation is now. Consider the data in this report as one more sign that current business models aren’t just under pressure, they’re under threat of failure. The 2017 Trends and Priorities in Media and Entertainment report from Adobe and Econsultancy overwhelmingly points to the fact that media and […]

Article Digital Transformation

Three problems marketers face with digital transformation (and three solutions)

There is a lot of advice about digital transformation available these days.

A quick Google search turns up endless articles from blue-chip technology companies and consultancies, offering trend data, solutions and thought leadership.