Articles

Dark social and the search for relevance

18 · 05 · 2017

By Mark Ralphs

The social web is changing. It is moving from the light into the darkness. Sounds ominous, but perhaps only for conservative marketers. Dark social is neatly summarised by Kristina Dimitrova

How to measure the impact of influencer marketing

16 · 10 · 2016

By Isabel Peláez

Influencers are the new opinion leaders. Information is passed from opinion leaders to opinion followers, as first proposed in the ‘two-step flow’ model of communication by Lazarsfeld, Berelson and Gaudet

Consumer Experience: a methodology beyond the hype

24 · 02 · 2016

By Pepa Romero

The customer experience is one of the primary motives that influences us when making consumption decisions. Many recently-published studies predict that in 2020, the experience will be a more determinant

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