Here is a modern day 'the chicken or the egg' scenario. What came first, a business’s digital capabilities or a customer’s need for digital relevance from businesses?
Does it really matter? What does matter is that businesses must be digitally wired with a consumer-focused mind set in order to succeed in today’s highly competitive landscape.
It's no use letting your ignorance, laziness, or even shame, stand in the way of learning to code. I possessed all three in abundance, until this week I took myself along to a Coding for Digital Professionals course (shock horror, it's run by Econsultancy in London).
The stuff I learned, and the geocities-eat-your-heart-out website I created, got me thinking about all the points in a marketer's life where coding knowledge comes in handy.
I'll start with some simple tech info, but read on if you want to see the website I built.
What is digital transformation? There is a lot of talk at the moment about this process, where an organisation overhauls its capabilities in order to reach digital enlightenment.
This is a large-scale change that typically takes years and cuts across strategies, people, processes and technology.
While there are internal elements to this, such as new social collaboration tools for employees and adopting more agile ways of working, much of the desired transformation relates to customer-facing activities, especially sales, customer service and marketing.
But what do we really mean when we talk about 'digital' anyway? What is a 'digital organisation'? Clearly we have gone beyond using just ‘online’ or ‘internet’ because those words do not adequately encompass mobile or other channels and media that are increasingly digital.
But I think ‘digital’ actually stands for more even than this...
The list below includes links to useful resources that you or new staffers can read in month one of a career in marketing. The list is my idea of what is most important or most eye-opening for those beginning their careers.
I’ve been working at Econsultancy London for three years. When I started I didn’t know what the acronym ‘SEO’ stood for. Our recruitment policy has since been firmed up, but the complexity of working online has increased.
Hopefully, whatever your industry or business size, you can read and bookmark this post, or pass on to new colleagues.
This was the question a newly-appointed CMO asked me recently. It’s a tough question. Almost as tough as the “What does good look like?” question we get asked all the time in the realm of digital marketing and ecommerce where reliable benchmarks or accepted best practice are hard to come by.
The challenges and opportunities around the future of the marketing function are well known. Dealing with ‘big’ data and analytics, figuring out how social media fits in, integrated online and offline marketing, delivering a seamless customer experience across channels, working more closely with “IT”, moving from broadcast to dialogue, globalisation, innovation, personalisation, more agility, attracting and keeping the right talent.
But how do you create a marketing function best placed to embrace these challenges and opportunities? As ever, the answer is “it depends”. But rather than end with that consulting cop out, I wanted to draw out some of the insights we believe we at Econsultancy have observed.
The prominence of agencies in today's digital marketing ecosystem is not surprising: the digital marketing landscape is so complex and seemingly all-encompassing that moving forward alone simply doesn't seem like a viable option.
Agencies aren't perfect, however, and companies that believe they can simply outsource digital marketing to another firm often learn the hard way that it's not so simple.
I’ll be teaching Econsultancy's upcoming Email Marketing Training Course, so thought I’d drop over a few ideas as a quick preview of some the areas we’ll cover.
Here are five tips across different stages of a relationship cycle to consider within your email marketing process. We'll cover the tips in more detail on the course with examples of how you can integrate into your current, or future email programs.
Over the past few weeks I’ve been spending even more time than usual on Facebook, putting together a new update to our report: Facebook Pages for Business: A Best Practice Guide.
It’s been a mammoth task, with Facebook in an almost constant state of flux over the past 12 months.
The Facebook Pages for Business guide contains over 80 new examples, and includes details on optimising the Timeline, guides to daily admin and tracking success, advice on creating and communicating with audiences, optimising your page to help with search and brand positioning, usage and demographic stats, and case studies of a variety of businesses, from niche B2Bs to global FMCGs.
The report has been designed to take you through every aspect of Facebook, from clicking 'create a page' to advanced f-commerce and beyond.
It reflects the sheer scale of Facebook, and should help to counter all of the outdated information that's available, something I know from first hand experience to be incredibly frustrating.
There’s a whiff of triumph in the air: ten new specialist qualifications for the digital industry, each seeking to provide the skills needed to become a confident practitioner in disciplines as diverse as Analytics, SEO, UX, and Social Commerce.
Econsultancy's new Graduate Certificates offer an accredited route to mastering the implementation of a range of core digital skills and offer supported learning on the job.
Created in direct response to client demand (and our own findings in the recent Skills and Structures report), these new qualifications are an important development for us.
The digital divide and the lack of knowledge in the Middle East is a major barrier to investing in online marketing, according to Econsultancy research published in April this year.
In Econsultancy's State of Digital in MENA Report, some 20% of client-side companies and 42% of agencies said that a lack of understanding about online is preventing their organisation from investing more money in digital.
As further evidence, last year, Shaik Umar, Middle East Head for IDA Singapore, reported that the digital divide and lack of skilled talent are the main problems plaguing the Gulf's IT industry. Part of the reason for the lack of skills is the smaller population of the Gulf compared to other regions.
So, what can companies do to plug the gap and make the most of online marketing?