Category: Multichannel

Six consumer brands with picture-perfect Pinterest strategies

While Instagram and Facebook might be the first port of call for brands on social media, Pinterest is certainly one platform to watch.

Last month Pinterest was valued at $12.3bn, and it’s predicted to generate more than $500m in revenue by the end of this year. This is mainly thanks to the platform’s growing potential for advertising, with new visual discovery tools and shoppable content driving interest. In turn, many brands are also starting to take the platform more seriously.

Article Multichannel

How digital transformation can revolutionise marketing

Most coverage of digital transformation refers to its impact on the business as a whole, with marketing as one small part of the discussion.

At a recent Econsultancy event, delegates were offered insights by an industry expert into how digital transformation can transform marketing on its own.

Article Customer Experience

How shopping malls are enticing consumers offline

I recently listened in on a meeting of Econsultancy’s Digital Advisory Board – attended by an invite-only group of C-Suite marketers.

As you might expect from the group (which included people from a number of different industries) – the subject matter was varied. However, one thing that particularly stood out to me was the topic of consumer loyalty.

Article Personalisation

How Subaru uses a data-driven marketing strategy to target customers

Subarus are not particularly sexy. Neither is the subject of data, for that matter.

Surprisingly, a combination of the two topics made for one of the most interesting sessions at this week’s DataIQ Summit.

Article Personalisation

How Coca-Cola is using smartphone data to personalise in-store ads

When it comes to online shopping, temptation lurks on every web page. This is because – while you might have decided against buying that new pair of shoes you were eyeing up – you’re bound to see a targeted ad for them sooner or later.

As consumers, we’re used to being targeted in this way. But what if you were to see an ad based on your mobile browsing history in an actual supermarket?

Article Personalisation

How Mr & Mrs Smith differentiates itself from digital competitors

The average travel consumer is said to carry out 20 searches and look at 38 websites before making an online booking.

So, how does a boutique travel agency ensure it captures attention in an increasingly competitive digital space?

Article Delivery and fulfillment

M&S to trial grocery delivery service: Will it take off?

Marks & Spencer has announced that it is to trial an online grocery delivery service this year, expanding into an area that it has famously resisted.

So, what’s behind the decision? And will M&S become an actual contender in the competitive grocery market as a result? Here’s a bit more on the story and what it might mean for the brand.

Article Messaging

Social commerce: Why basic bots and buy buttons are not enough

Social commerce hasn’t quite taken off in the way it was predicted to.

While 52% of marketers said it would be the most prominent trend of 2016, you could argue that live video or influencer marketing ended up stealing its thunder.

Article Ecommerce

Four digital commerce lessons from fashion retailer Bonobos

Bonobos isn’t just any menswear retailer; it’s a fast-growing direct-to-consumer brand that’s now on Walmart’s radar for a potential $300m acquisition thanks to its savvy digital commerce tactics.

Article Multichannel

What Farfetch’s ‘Store of the Future’ tech says about the state of luxury retail

Do you ever find yourself in desperate need of designer clobber? If so, Farfetch recently a solution for the ultimate #firstworldproblem – a super-fast delivery service for luxury fashion.

Launching in partnership with Gucci, F90 promises to hand-deliver Gucci clothes and accessories within 90 minutes, all thanks to a team of dedicated couriers.

Article Customer Experience

Why brands should be bothered about (voice)bots

Let me start off with a disclaimer.

I am not a voice technology expert, conversational designer or even adept in the area of Alexa skills. This piece is written from a marketing perspective and will I hope, have relevance for marketeers wanting to know more about opportunities in this area.

Article Multichannel

You’re (still) not tracking CPA properly and here’s why

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838-1922). Are we any closer to answering that fully in 2017?

Calculating CPA (cost per acquisition, also referred to as CPL – cost per lead) is a challenge. But tracking the cost of your first acquisition point (which may be a lead or a customer) is essential in understanding marketing channel efficiency and equally marketing-mix efficiency.