Working on omnichannel? Here are five things you need to know
One of the last frontiers of digital marketing is joining up online and offline channels, also known as ‘omnichannel marketing’.
What makes Argos the UK’s top multichannel retailer?
According to Retail Week, Argos is the UK’s best multichannel retailer, recently named number one in its ‘Top 30 multichannel retailers’ list.
But what exactly makes Argos so successful?
Mobile’s sorted, isn’t it? So why aren’t things getting better for many hotel chains?
It goes without saying that if you’re a hotelier in 2017 and your website is not mobile friendly, then consider your digital strategy dead.
The evolving relationship between brand marketers and agencies [New research]
Brands no longer turn to agencies solely for creative content or campaign management.
Now, the importance of technology, data, and CX means that demands are growing – and client-agency relationships are changing.
Four ways hotels and accommodation sites can increase direct bookings
A new study from Barclays Corporate Banking has found that 37% of British holidaymakers plan to book their stays directly through hotel websites or self-accomodation providers this year compared to 17% in 2007 and 30% five years ago.
This contrasts with international travellers who apparently prefer to use travel agents, with just 17% booking direct with their accommodation provider.
What is utility marketing and why is it important?
While marketing was once about making a big impression, the focus is now more towards creating value.
Instead of flashy ad campaigns, brands are intent on creating functional, useful, and relevant tools to meet the needs of consumers.
Four reasons behind Superdrug’s 41% increase in profits
Until a few years ago, Superdrug was losing in the UK retail battle against long-time health and beauty rival, Boots.
Fast forward a couple of years and it’s a different story. Superdrug has just reported a 10.4% increase in revenue in 2016, with profits soaring 41% to £80.4m for the 53 weeks ending 31st December.
Why Adidas is moving into utility marketing with All Day fitness app
Whether you’re into yoga or weight training – there’s bound to be an app suited to your athletic pursuit of choice. The market has been flooded over the past few years, with more than half of all smartphone users reported to have downloaded a fitness app of some kind.
Like most sports brands, Adidas has been present in the app market for a while, capitalising on the opportunity to target consumers and build brand loyalty.
Eight inspiring examples of shoppable digital content
Basket abandonment is a perpetual challenge for online retailers, with an average of 72% of customers said to leave behind their order instead of buying online.
From delivery demands to the trend for dual screening, online shoppers are more distracted than ever before, and far less likely to display brand loyalty.
Three reasons to admire Glossier: The best online beauty brand you’ve never heard of
Little-known internationally, Glossier is becoming quite the cult favourite in the US.
A relatively late entrant into the crowded beauty sector, its rise has been meteoric – last August a Buzzfeed article revealed projected growth of 600% in 2016, with up to 30,000 people on product wait-lists.
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.
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.