1. Introduction Storytelling is essential to the human condition and has always been a part of persuasion and selling. According to one of the experts interviewed for Econsultancy’s Storytelling for Marketers Best Practice Guide, storytelling is central to humanity. It was those who learned – through stories – that survived, and as a result, we […]
On day two of Festival of Marketing’s Fast Forward event, Wunderman Thompson’s Chief Strategy Officer, Sid McGrath, emphasised the increasing need to identify fractured brands in retail and the reasons why such fracturing is occurring. Perhaps most importantly, he shared his tips on how to make these brands whole again to deliver a first-class, coherent experience that will keep customers returning
The acceleration of ecommerce throughout the globe over the course of 2020 was hard to ignore, as consumers shopped online often out of necessity, and brands were forced to rapidly change their strategies as a result.
Ben Potter argues that although many agencies have become more efficient during the pandemic, there are still those that must sharpen their positioning to prevent common mistakes in pitching.
Siobhan Fitzpatrick, Chief Digital & Marketing Officer at Virgin Atlantic, spoke at the Festival of Marketing this week about the importance of both customer and employee experience within the travel industry, and self-service as a useful form of personalisation.
1. Introduction Each month, Econsultancy’s Digital Transformation Monthly report highlights the most important transformation stories arising from sectors from retail and grocery to finance, healthcare and travel. This month, we look at two new studies that present different perspectives on organisations’ digital aptitude: one from The Economist and Microsoft, which reveals that most companies were […]
Improved tech platforms give conferences and events the opportunity to reshape networking into something more productive.
This report identifies, analyses and evaluates emerging ecommerce trends and considers how brands can navigate them.
1. Introduction Digital technologies have brought significant shifts in customer behaviour and competitive dynamics. This, in combination with the greater levels of unpredictability in customer, societal and market contexts as a result of the pandemic, mean that many businesses are facing unprecedented challenges. Thriving in this new environment requires an organisational culture that is both […]
1. Introduction Each month, Econsultancy’s Digital Transformation Monthly report highlights the most important transformation stories arising from sectors from retail and grocery to finance, healthcare and travel. This month, we look at two new studies that present different perspectives on organisations’ digital aptitude: one from The Economist and Microsoft, which reveals that most companies were […]
A super app is the name given to a type of app that allows the user to accomplish a number of different things in a single ecosystem, by housing a range of ‘mini’ applications under one roof. The format was pioneered by chat app WeChat (Weixin in China), which introduced a feature called ‘mini-programs’ in […]
Rob Burton, Senior Experience Consultant at Capgemini Invent, explains where businesses that rely on digital targeting and customer segmentation need to invest in light of the tech privacy war.
The ambition to deliver great customer experiences is universal, eternal and often feels unattainable – no matter what you do, there is more to be done; no matter how on-trend you are, the next trend is already calling. Improving your CX capability is not the answer, writes Engine Transformation CEO Emma Robertson, it’s what you do next internally that will count.
New technology is opening up further opportunities within ecommerce, as AR and 3D sizing solutions help online retailers to solve challenges around size and fit. Consumers are already shopping online more than ever before, of course, but these solutions could further accelerate the shift to ecommerce – particularly within fashion. The EY Consumer Index recently […]
It’s been a long and difficult 18 months for the beauty industry, but with retail stores and salons re-opening in May, the focus is now on getting back to business, and engaging consumers whose habits might have changed during lockdown.
This report identifies, analyses and evaluates emerging ecommerce trends and considers how brands can navigate them.
Healthcare and pharmaceutical companies have ambitious plans to provide new services and tailored experiences in 2021, according to Adobe’s Digital Trends 2021 report. But how effectively they can achieve this may rely on their approach to data.
Björn Darko, VP of product at Searchmetrics, explains the power of search data, which some brands are exploring, and how it can be added to your market research armoury to support insight and decision making
In March 2021, Google announced on its Ads & Commerce blog that it was “Charting a course towards a more privacy-first web”. The blog post was a re-affirmation of Google’s commitment, first revealed in January 2020, to remove support for third-party tracking cookies in Chrome from 2022, and contained further details about how it plans […]
The ability of an organisation to leverage data – either for singular marketing campaigns or wider business strategy – points to a degree of data maturity. It indicates that the process of becoming ‘data driven’ or undergoing ‘data transformation’ as part of a wider digital transformation programme – is underway. Engaging in testing and optimisation […]
1. Introduction Digital technologies have brought significant shifts in customer behaviour and competitive dynamics. This, in combination with the greater levels of unpredictability in customer, societal and market contexts as a result of the pandemic, mean that many businesses are facing unprecedented challenges. Thriving in this new environment requires an organisational culture that is both […]
1. Introduction Each month, Econsultancy’s Digital Transformation Monthly report highlights the most important transformation stories arising from sectors from retail and grocery to beauty, travel and finance. This month brings tales of Bed Bath & Beyond’s soaring digital sales thanks to an accelerated omnichannel strategy, while The Hut Group has enjoyed significant revenue growth from the […]
Adobe’s Digital Trends 2021 report sheds light on how far travel and hospitality companies need to go to meet customers’ expectations for digital experiences – and how they plan to make up the ground.
Variety is the spice of life for certain brands these days.
To cater for rising public interest in Covid-19, Johns Hopkins Medicine quickly developed a search and content strategy early in 2020, changing the way it worked with experts across the organisation to make the most of its content architecture.
A suddenly hot segment of the crypto world has taken the internet economy by storm and created a potentially huge opportunity for brands.
Hannah Mitchell, organic strategy director at Croud, looks at search trends during lockdown and offers some advice for marketers who are setting content strategy in the run up to some kind of return to normality.
Christina Ruby, digital marketing consultant at Capgemini Invent, advocates a broader definition of organic social media and a more strategic approach from brands.
It’s that time again when we look back on the best social stories from the last month.
1. Introduction This guide has been written to complement Econsultancy’s Social Media Advertising Best Practice Guide, Social Media Platforms Overview, Social Media Platforms Trends Report, B2B Social Media Best Practice Guide and Social Selling Best Practice Guide. The purpose of this guide is to provide a framework for developing a social media strategy, as well […]
1. Introduction The rise in both the number and popularity of social media channels in recent years has fuelled a parallel increase in customer expectations. The ‘always on’ nature of social media, coupled with its public forum nature, means consumers and audiences – in B2C and B2B spaces alike – expect to be able to […]
At the beginning of 2020, no business could have been prepared for the challenges and uncertainty that the coronavirus pandemic has brought. The idea of closing down your business for a few days would have been unfathomable to most, never mind for several months at a time. Fast forward to June 2021 and that is […]
Dean McElwee has a wealth of experience working within ecommerce for global brands, including Coca Cola and MasterCard, and most recently, as executive director for Kellogg’s. Towards the end of 2020, McElwee was recorded in conversation with Good Growth’s Dan Kendall as part of a new series of The Good Growth podcast. McElwee has since […]
Alex Hamilton, head of innovation at Isobar, spoke at Econsultancy Live about how customer experience is evolving in the wake of Covid-19 – and how it is impacting brands’ ecommerce strategies. In order to highlight how customer experience has and continues to evolve in the age of Covid-19, Alex Hamilton compares Isobar survey results from […]
