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B2B and B2C marketers struggle to reach an audience increasingly more slippery but paradoxically more connected. In this context, mobile is driving interactions between organisations and their audiences and technology is having a critical role in enhancing the digital customer experience and, ultimately, in increasing conversions and sales.
As a result, inbound marketing is not only gaining prominence among marketers but also is making marketing strategies more effective, as inbound organisations are 4 times as likely to rate their marketing strategy highly.
Precisely, this is one of the main conclusions of the eight annual study “State of Inbound 2016”
conducted by HubSpot, which aims to give a comprehensive overview of the main trends, strategies and challenges marketers and sales representatives face today as well as to provide relevant data to figure out how the marketing and sales’ future will look like in an increasing mobile, technological and digital world. This report reflects the opinions of more than 4500 respondents (namely marketers and sales representatives) from 132 countries.
Sustainability has always been a beautiful word with which companies spearhead their corporate social responsibility (CSR) objectives. However, there are facts and figures that prove sustainability having a prominent place within the online retailers’ main business strategy and is enhancing its influence on consumer buying decisions.
The wonderful world of Dash-Buttons
created by the giant Amazon has just landed in Europe, what means that German, British, and Austrian Amazon Prime Members can start to forget to turn on the laptop, to scroll down on the smartphone and to make a final click or, even two, to complete online purchases.
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Google is continuously evolving and moving forward with the objective of finding the perfect algorithm and the most effective functionalities so that users can find exactly what they are looking for even when they don’t have a clear idea of what they want. In the context of this ever-evolving society, AdWords is no exception.
Over the last months, Google has been working hard on some updates that may impact in the result of ad campaigns. The last one, which has been recently announced, will take effect from September, 12 this year and aims at bringing more transparency into Quality Score reports.
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Co-creation is nothing new. However, it is a strategy that, despite of its multiple benefits for companies, is still far from taking roots because of all that it implies: engaging customers openly and transparently and, especially, sharing detailed data with them. However, the release of the shortlist
of proposals for a new Mozilla logo
, behind which there’s a new global identity of the open web pioneer, brought co-creation back into the spotlight.
In a world where companies are increasingly focused on their customers and where more companies structure their organisations and processes around their customers, it is surprising that the number of initiatives to make them participate actively in the brands’ day-to-day is still low.
The Olympic Flame was blown out, terminating the XXXI Olympiad (Rio 2016) and handing over to Tokyo 2020. These Summer Games, the first in South America, will be remembered for the contrast between lights and shadows. On the one hand, the glory won by Michael Phelps, Simone Biles, Usain Bolt, the amazing cross-channel media coverages and the takeaways given by inspirational stories. On the other side, however, the virus Zika, the green pools, the scandal of the US swimmers headed by Lochte, the echoes of doping and corruption and, of course, the #Rule40 revealed what mistakes should not be made in the digital era and what problems should not come up during such kind of event, but also what best practices should be followed.
As we already explained in the preview article
, the relaxation of #Rule40 by the IOC, although it meant to take a step forward in the rights of those non-sponsor brands that have a contract with an Olympic athlete, forced those brands to come up with inventive concepts and stimulate their creativity to make profit and stand out without mentioning, even vaguely, any intellectual property content related to the Games. With the rules laid down, did anyone fulfil these expectations? Were there brands which deserve the gold medal in smartness? Let’s see!
As every year, the information technology research company Gartner releases its “Hyper Cycle” in which the status of every technology trend is analysed. Have any of them already arrived to the productivity phase? Are any of the emerging technologies going to be adopted mainstream in less than two years? Have you already heard about the innovation triggers 4D Printing
or Human Augmentation
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After addressing the main advantages of PIM systems
and the reasons why an online shop should integrate one last week, it is the moment to go beyond and be outward-looking. PIM systems are giving a boost to omnichannel
and revolutionising the way we manage product portfolios and, consequently, probably the role print and online catalogues have in this game.
Moreover, PIM systems are becoming very helpful for B2B companies, which are getting used to handle complex products and business models. Thanks to PIMs, B2B companies have now a wide range of possibilities to tailor their customers’ shopping experience as they could never have imagined.
However, there are plenty of aspects to improve within the PIM sphere and many challenges providers must face in the years to come.
Video is increasingly gaining ground among marketers and soon will conquer the Internet. The richness of video allows marketers to fully connect with their audiences because the image in motion has a special power to engage, generate empathy and make people identify with others. The video’s impact has been felt especially in the B2C sphere, where consumer-oriented services like Facebook, Twitter, Snapchat, and, more recently, Pinterest
are the trailblazers in the adoption of video. However, which role is video going to play in B2B contexts?
Some facts suggest video might have a decisive role in B2B. Below it is explained why:
Marketing is all about creativity, a bit of planning, and costumer focus to win the competition and achieve your goals. In this digital society where everything is connected, evolved quickly a big campaign can make your brand conquer the world but the day after a big blunder in any campaign, step or tweet can ruin the work of months and put your brand in the incorrect focus.
Renowned brands have also made mistakes of that magnitude but some have known how to react and turn things around or have learned from them.