Rebecca Sentance
Deputy Editor at Econsultancy
宣蓓佳 | Deputy Editor @Econsultancy, writer @MarketingWeekEd | Icon art by @LhoBrockhoff ♥
Articles
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1 week ago |
econsultancy.com | Rebecca Sentance
The promise of account-based marketing (ABM) is that it enables B2B marketers and sellers to deliver better results by targeting the most relevant people and businesses from the word ‘go’. In so doing – the theory goes – it saves time and effort that might be spent chasing the wrong prospects or casting too wide a net.
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3 weeks ago |
econsultancy.com | Rebecca Sentance
“Traditional social platforms are becoming increasingly saturated and algorithm-driven, making organic reach increasingly difficult and unpredictable,” says Becky Owen, CMO at influencer marketing agency Billion Dollar Boy.
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1 month ago |
econsultancy.com | Rebecca Sentance
Customer service was one of the earliest functions to yield tangible applications for generative AI. From summarising cases behind the scenes and assisting agents on the fly to directly interfacing with customers, the use cases for generative AI in customer service are numerous, and many businesses are either experimenting with or have already deployed GenAI in this way. But which ones are seeing real results, how are they benefiting, and what lessons can we take from their experience?
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1 month ago |
econsultancy.com | Rebecca Sentance
The many LinkedIn posts about SEO’s death have been greatly exaggerated. That was one of the key takeaways from day one of Brighton SEO’s annual gathering of search experts. The conclusion was not that any one factor (say, GenAI, or TikTok) has single-handedly ‘upended’ search as we know it. Rather, the reality of what it means to optimise for search now is much more nuanced – and interesting – than that. Here’s why, and how to go about it.
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1 month ago |
econsultancy.com | Rebecca Sentance
TikTok has made increasing moves to shore up its performance offering and establish itself as a platform that offers bottom-of-funnel conversions as well as top-of-funnel awareness. Its latest launch in that vein, however, may raise some eyebrows: in February, TikTok announced Automotive Ads: catalogue-based ads that target users who may be in-market for a vehicle purchase.
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