Their focus on glamour and aspiration makes luxury brands a natural fit for social media. For a while, it was enough to show ...

As an industry, marketing is having a bit of an identity crisis,” said Katie Martin, Senior Marketing Excellence Manager at ...

Influencer marketing (also called creator marketing) is a LinkedIn trend to watch out for. As thought leaders gain a ...

As consumers, we are all extraordinarily powerful these days. The wonderful web offers us the chance to hunt out the very best bargains, to research our purchases thoroughly and to read up on what ...

After establishing an audience, the campaign’s objective, which KPIs to follow and the creative to use, there are some technical considerations to take into account before brands can start building ...

Research around taboos also fuelled a campaign that challenged habits in the UK. According to Dulcolax, while the number of constipation sufferers is increasing, the laxative category is on the ...

James is a writer and editor who loves a good story. When he’s not digging into digital marketing best practice, he’s commissioning travel content for Lonely Planet and reviewing books for the ...

Businesses must continue to optimise for conversions throughout the user journey to meet ever-changing customer needs and provide the best possible experiences. This chapter provides a checklist of ...

AI and machine learning are playing a key role in supporting conversion optimisation. This chapter explores how AI and technology can be harnessed to drive conversions. It covers: Applying AI and ML ...

Testing and experimentation are cornerstones of CRO best practice, allowing for a continuous cycle of improvements. This chapter sets out some of the techniques companies can use to test hypotheses ...

Insight is critical for identifying opportunities to improve. This chapter will explore how to audit user journeys to understand what is preventing customers – and the business – from achieving their ...

Use cases set out a particular problem or opportunity for CRO and should be linked to clear KPIs so that the impact and level of success can be evaluated. This chapter explains how to develop use ...