David Moth says, “Experiential marketing, what is it good for? The premise is to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience. If a brand event stirs genuine positive emotions within people then they are more likely to associate those emotions with that brand, which is more effective than just showing them a Facebook ad or something. Occasionally the line blurs between experiential marketing and a straightforward PR stunt, but I’m not here to waste time quibbling over definitions”. 10 very cool examples of experiential... [...]

Jon Myers says, “With all media we see seasonal shifts in effectiveness, which is why it’s important for advertisers to be aware of seasonality across media and optimise around it.  As newer advertising platforms like Facebook develop and evolve we start to get a sense of some of the seasonal factors at play. As such, we thought we’d dig into seasonality on the platform, and here’s what we found”. Facebook advertising seasonality: what’s the story? ‘Econsultancy’ Blog  [...]

Ben Davis says, “Great native advertising cannot be automated. To think about selling on a CPM basis and defining native advertising as simply a question of format, rather than content, is wrong. The value of a native ad campaign resides in the quality of the content, therefore the engagement with the piece – and that’s more than just a click, it’s time on page and a share count (and potentially an associated action). At the IAB Content Conference, I listened to a number of speakers with interesting angles on native advertising”. Native advertising: The emperor’s... [...]

Parry Malm says, “We’ve all done it – perhaps early in the morning when putting off waking up, or perhaps when at work putting off… erm… work. Maybe you won’t admit it to your friends, but we’ve all done it. It’s nothing to be embarrassed about. It’s ok. I do it too. Maybe it’s a “wisdom of the crowds” thing, or a “wikinomics” thing. Or maybe just a lazy way to make sense of this crazy online world in which we live. In this post, I undertake some serious investigative online journalism to find out what the internet actually thinks about the internet, using... [...]

Kelvin Newman says, “Recruiting the right talent for your team is tricky no matter what industry you’re in, but people working insearch marketing face some very particular challenges. There aren’t a lot of experienced and talented people to go around. Equally, experience doesn’t always correlate with talent. There are a lot of excellent search marketers with only a few years experience and others who’ve done the years but don’t have the skills. Lots of people are responding to this by taking on trainees, this can work a treat but does eat into one of your most precious... [...]

Glen Hartman says, “Consumer concern about data privacy has shifted over the past decade. More than ten years ago, consumers were concerned when companies such as Amazon analyzed their data to provide them with a recommended list of products they may be interested in based on their purchase habits. Fast forwarding to today, many consumers now expect companies to mine their data through the use of analytics to provide them with relevant offers and products to improve their shopping experience”. Spotlight on data privacy: three steps to building consumer trust ‘Econsultancy’... [...]

Steve Masters says, “When we suggest that marketers should think like journalists, we don’t mean you should start hacking phone calls and selling kidneys to get the next big scoop. Trust me, having worked as a journalist in some capacity for more than six years, I can tell you that not all journalists are like that (and besides, I no longer have the technology for that line of work. Or any kidneys, for that matter). What we mean is that marketers should adopt the same practices that great magazine journalists do in order to produce engaging and sharable content. This involves preparing... [...]

Kelvin Newman says, “Recruiting the right talent for your team is tricky no matter what industry you’re in, but people working insearch marketing face some very particular challenges. There aren’t a lot of experienced and talented people to go around. Equally, experience doesn’t always correlate with talent. There are a lot of excellent search marketers with only a few years experience and others who’ve done the years but don’t have the skills. Lots of people are responding to this by taking on trainees, this can work a treat but does eat into one of your most precious... [...]

Rachel Serpa says, “Coined in Joseph Heller’s classic satirical novel of the same name, ‘Catch-22’ is a term that refers to a situation in which a person is trapped by completely contradictory goals or circumstances. In Heller’s book, the only way for a pilot to escape his WWII flying mission is to request psychiatric evaluation due to mental instability, and be deemed insane. However, awareness of his own insanity is considered proof of a rational mind, thus making it impossible to escape his mission, a total and complete Catch-22″. Privacy and personalization: a marketer’s... [...]

Graham Charlton says, “We’re pretty big on measurement on this blog, and we use analytics to identify key topics, improve our content, and prove our effectiveness.  To this end, we’re big users of Google Analytics, supplemented by paid tools from Moz and others. We use a bunch of custom reports, segments and dashboards for measurement but I’ve only recently come across the Google URL builder, thanks to our Head of Social Matt Owen”. How to use Google Analytics URL builder to track campaigns ‘Econsultancy’ Blog  [...]