Consumers look to brands with new creative purpose
How have brands and creative teams risen to the challenge of adapting in a pandemic?
Six big issues that companies must consider when going remote
The ongoing Covid-19 pandemic is causing many companies to rethink their stances vis-à-vis remote working. Big tech names including Apple, Microsoft, Twitter and Square have decided to embrace remote working – something that seemed inconceivable just a year ago. In what is the latest and perhaps biggest vote of confidence in remote work, Facebook chief […]
Mall operators in the Mideast and Asia are embracing online retail in response to Covid-19
In the Mideast and Asia, mall operators at the mercy of the pandemic are rethinking how they serve retail tenants and consumers.
A day in the life of… Chris George, SVP Product Management, Somo
Chris George is SVP Product Management at Somo – a global digital product agency that has worked with the likes of HSBC, Vodafone, and Skoda. We caught up with him to find out how the pandemic has impacted his work.
12 best practice guidelines for PPC landing pages
This is an excerpt taken from Econsultancy’s Paid Search Optimisation Best Practice Guide.
Marketers on the new normal: Paul Jarrett, Founder & MD at Sonin
At Econsultancy we’ve been talking to marketers and digital professionals about how they are adapting in the coronavirus crisis. Today we’re visiting agency-land again, and it’s the turn of Paul Jarrett, Founder and MD at Sonin.
Stats roundup: coronavirus impact on marketing, ecommerce & advertising
The ongoing coronavirus pandemic is impacting every part of our lives, from the places we can go to the way we spend our time, to the priorities we have and the way we spend our money.
Content Strategy Best Practice Guide
1. Introduction This report is designed to provide marketers with practical and essential guidance into all aspects of content strategy. The role of content within marketing and digital marketing practice has never been more important than it is now, but it remains an area of constantly changing practice, with evolving dynamics around technology, content production […]
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Facebook Shops rollout is a big moment for social commerce
For years, social commerce in the west was something of a standing joke – a series of failed platforms and clunky ‘buy’ buttons that never gained traction or captured users’ imaginations.
Content Strategy Best Practice Guide
1. Introduction This report is designed to provide marketers with practical and essential guidance into all aspects of content strategy. The role of content within marketing and digital marketing practice has never been more important than it is now, but it remains an area of constantly changing practice, with evolving dynamics around technology, content production […]
Social Media Advertising Best Practice Guide
1. Introduction This guide has been written to complement Econsultancy’s Social Media Strategy Best Practice Guide, Social Media Platforms Overview, B2B Social Media Best Practice Guide and Paid Search Best Practice Guide. The purpose of this guide is to provide an overview of the opportunities, risks and the required investment of time, effort and budget […]
Six essential capabilities for personalisation
Covid-19 has accelerated the importance of digital transformation. Suddenly digital is the ONLY way many companies can deliver their experiences to consumers. Of course, just having a digital channel is no longer enough. Everyone wants to deliver personalised experiences to their audiences, but how exactly do you do that? Personalisation is not easy to do, […]
Customer Journey Mapping Best Practice Guide
1. Introduction The purpose of this guide is to provide an overview of customer journey mapping. It provides a simple starting point for anyone yet to map out their customer journeys. It is also a reference for those for whom the process is underway. This guide draws insights from those who have developed complex journeys […]
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Consumers are online – are you ready for them?
Covid-19 has forced most consumers worldwide to change their habits and behaviors and to rely on online solutions for things usually done face to face. Brands that are providing their customers with easy, enjoyable and seamless online experiences during the crisis are likely to benefit from these forced behavior changes post Covid-19. If you want […]
How hotels can find opportunity in search & UX during the Covid-19 crisis
Should your hotel maintain, slow or pause paid advertising activity? What other opportunities are there during the Covid-19 crisis?
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Facebook Shops rollout is a big moment for social commerce
For years, social commerce in the west was something of a standing joke – a series of failed platforms and clunky ‘buy’ buttons that never gained traction or captured users’ imaginations.
12 best practice guidelines for PPC landing pages
This is an excerpt taken from Econsultancy’s Paid Search Optimisation Best Practice Guide.
Four challenges for FMCG brands going direct to consumer in the pandemic
Coronavirus has resulted in a shift in shopping behaviour, with many more consumers now heading online for groceries, as well as bulk-buying food and household items.
European Data Protection Board: cookie walls, scrolling aren’t sufficient for GDPR consent
The organization responsible for the consistent application of the GDPR across Europe has weighed in on two of the most controversial issues in GDPR compliance: the use of so-called cookie walls and scrolling to obtain consent from users.
What is conversion rate optimisation (CRO) and why do you need it?
In this revised and updated beginner’s guide I’ll be answering the following questions: What is a conversion? What is CRO? And what are some key techniques you can use to optimise your conversion rate?
Measuring Digital Marketing Effectiveness Best Practice Guide
1. Introduction In recent years, there have been industry changes in two major areas, technical and regulatory, which have both made an impact on the way marketers can, and should, measure digital marketing effectiveness. Technical industry changes Apple, Google and Mozilla, which each own very popular web browsers, have implemented technical changes to the way […]
An introduction to the third-party cookie crackdown
Over the past year, the marketing and advertising industry has been abuzz with talk of a ‘cookiepocalypse’.
Six big issues that companies must consider when going remote
The ongoing Covid-19 pandemic is causing many companies to rethink their stances vis-à-vis remote working. Big tech names including Apple, Microsoft, Twitter and Square have decided to embrace remote working – something that seemed inconceivable just a year ago. In what is the latest and perhaps biggest vote of confidence in remote work, Facebook chief […]
Effective Remote Working for Marketers Best Practice Guide
1. Introduction Due to the Covid-19 outbreak, an increasing number of organisations is ordering their workforces to work from home for the foreseeable future, meaning many businesses and teams are facing new and unprecedented challenges. Econsultancy has created this Best Practice Guide to provide marketers with the essential techniques to empower successful and powerful remote […]
As coronavirus crisis hits media, brands should reconsider the PESO model
I know that writing about the PESO model can seem a little retro. As useful as PESO is for marketing comms and PR professionals, it was coined in 2014 and you don’t see it mentioned as frequently any more, as maybe it’s just become part of the furniture now we’re all used to new media. […]
Content Strategy Best Practice Guide
1. Introduction This report is designed to provide marketers with practical and essential guidance into all aspects of content strategy. The role of content within marketing and digital marketing practice has never been more important than it is now, but it remains an area of constantly changing practice, with evolving dynamics around technology, content production […]
B&Q and Homebase: A look at email marketing and comms as garden centres reopen
As garden centres open for business, here’s a look at B&Q and Homebase’s recent garden-focused marketing and communications, including efforts on email, homepage, and social.
How brands are using email during Covid-19
Covid-19 has resulted in a surge in email marketing, as brands send updates on how they are responding to the pandemic, while also striving to stay front-of-mind for consumers.
As usage soars, what are social media platforms doing to help support and inform users
As a large chunk of the global population hunkers down in isolation away from their friends and family, technology has become a crutch for human connection.
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What’s behind the success of China’s social commerce app Pinduoduo?
How does Pinduoduo do social commerce? What are the secrets to its success? And is there anything that other companies – both within China and in the west – can learn from it?
Keys to effective influencer marketing in a pandemic world
The ongoing Covid-19 pandemic has dealt the booming influencer economy its first real setback. Despite the fact that social media usage is up, brands faced with the threat of a prolonged economic downturn are cutting their influencer marketing engagements. According to SocialBakers, UK posts using the hashtag #ad dropped by more than a third this […]
Join Margaret Jobling, Group CMO at British Gas, in our latest Lowdown session
Tomorrow (Wednesday, 27th May) at 11am BST, Marketing Week Editor Russell Parsons sits down with Margaret Jobling, Group CMO at British Gas, to discuss how marketing leadership reacts in a crisis. You can register to join them. Jobling is one of the UK’s best known and experienced marketers, and will talk through the skills needed […]
Marketers on the new normal: Michael Nevins, CMO at Smart AdServer
What’s happening in the world of adtech since the coronavirus crisis hit? We caught up with Michael Nevins, CMO at Smart Adserver, to find out.
How social media platforms are helping small businesses amid Covid-19
With companies of all sizes under threat due to the impact of coronavirus, social platforms are introducing new features specifically to help small businesses survive through the pandemic. Here’s more on what platforms are doing, and how the new features work. Facebook launches Shops Facebook has announced the launch of Shops, a new feature that […]
Introducing The Lowdown
A regular update from thought leaders in marketing and beyond on how to address the challenges presented by the COVID 19 pandemic.
Why using the wrong kind of personalisation is costing B2B brands sales
According to Evergage, 88% of marketers say their customers expect an experience that’s personalised to them.
