How Whittard’s email marketing pushed me oolong the sales funnel
Rebecca Sentance delves into how Whittard of Chelsea plays to its strengths with email marketing and keeps customers coming back for more.
B2B Social Media Strategy Best Practice Guide
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 and Social Selling Best Practice Guide. The purpose of this guide is to provide a framework for developing a B2B social media strategy, as well as a summary of the […]
Resourcing for social media teams: A beginner’s guide
This briefing explores social media team roles and responsibilities, whether to insource or outsource, how to work with agencies, and where to look for advice on skills development. It is an excerpt taken from Econsultancy’s Social Media Strategy Best Practice Guide.
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13 stats that show how advertising is changing
From digital ad spend overtaking traditional and the growth of mobile to the most resilient advertising channels during the Covid-19 pandemic, here are 13 stats that show how advertising is changing in 2020 and beyond.
The Modern Marketing Mindset: how to move from ‘good’ to ‘elite’
Sign up to Econsultancy’s upcoming quarterly briefing on 1st October at 3pm BST/10am EDT to learn from a panel of expert marketing leaders how mindset can transform your career and your organisation.
Defining product strategy, management and marketing
As digital enables more business models to pivot to direct-to-consumer propositions, and products on offer increasingly resemble services, marketers must have a firm grip on the interplay between marketing strategy and product strategy.
A day in the life of… Kirsten Allegri Williams, CMO of Episerver
We recently caught up with Kirsten Allegri Williams, CMO of Episerver, to find out more about her role and how Covid-19 has impacted her day-to-day working life.
How to deal with Facebook’s view-through conversions when aggregating data from multiple platforms
With some of our clients seeing as much as two times the revenue in the Facebook Ads interface as Google Analytics for the same campaigns, you could come to the conclusion that Facebook is overstating conversions for their channel. But are they?
Digital Transformation Monthly – September 2020
1. Introduction A survey of more than 2,500 global enterprise leaders conducted by Twilio in June 2020 found that 97% believe the Covid-19 pandemic has sped up digital transformation at their company.[1] Of these, 68% believed that Covid-19 had sped up digital transformation “a great deal”, while 29% said it had sped up “somewhat”. For […]
Product Strategy and Marketing Best Practice Guide
1. Introduction The objective of this report is to provide marketers with a practical guide to the essential principles, processes and practices surrounding the increasingly critical areas of product strategy and marketing. Digital has facilitated a growing proportion of business models to pivot towards direct-to-consumer propositions, and an ever-growing number of products to become services, […]
Social Media Strategy Best Practice Guide
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 […]
A day in the life of… Kirsten Allegri Williams, CMO of Episerver
We recently caught up with Kirsten Allegri Williams, CMO of Episerver, to find out more about her role and how Covid-19 has impacted her day-to-day working life.
How has Covid-19 accelerated trends in customer service?
In the face of persistent uncertainty, and with demand for digital services and experiences at an all-time high, customer service has become even more crucial for businesses. This has accelerated a number of trends taking place across sectors, from automation to social messaging, AI-powered technology to bespoke digital customer service.
Six examples of in-store technology innovations for the Covid-19 era
Retailers are increasingly beginning to turn to technology to solve the challenges presented by the Covid-19 era. Here are six examples of tech innovations that are being used to improve the in-store shopping experience.
How the beauty industry is using personalisation to build greater brand relevance
The cosmetics industry has historically promoted an idealised and homogenous portrayal of beauty. The idea that “we’re worth it” – and that a single lipstick can make millions of women look and feel the exact same shade of special.
10 powerful examples of upselling online
Online, upselling can be a powerful tactic for driving more revenue from a sale. Nikki Gilliland looks at 10 powerful examples of brands using upselling online, and why they are effective.
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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.
The future of social selling and marketplaces is today; how can brands leverage this opportunity?
In just a few short years, shopping journeys have evolved from what was traditionally ‘search, click, buy’ to more continuous cycles of activity. With potentially dozens of different influences going into the decision-making process, consumer journeys are now longer and more complex and often spanning multiple channels. In the words of Instagram’s Director of Product […]
How newly-minted unicorn Gymshark adapted to a global pandemic
The UK brand Gymshark has reached unicorn status, after an investment deal with global growth equity firm General Atlantic brought its valuation to over $1 billion.
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13 stats that show how advertising is changing
From digital ad spend overtaking traditional and the growth of mobile to the most resilient advertising channels during the Covid-19 pandemic, here are 13 stats that show how advertising is changing in 2020 and beyond.
How to deal with Facebook’s view-through conversions when aggregating data from multiple platforms
With some of our clients seeing as much as two times the revenue in the Facebook Ads interface as Google Analytics for the same campaigns, you could come to the conclusion that Facebook is overstating conversions for their channel. But are they?
Debunking the Pareto principle: Why we should be critical of accepted truths in marketing
Many widely-accepted truths in marketing have a less-than-solid grounding in fact or reality, often due to the way they are repeated uncritically and simplified in quotations, presentations or slide decks. Nils Andersson Wimby talks about one famous example, the Pareto principle or the 80/20 rule, and why it isn’t as faultless as it’s presented.
How can FMCG brands make the most of their hard-won first party data & deliver more effective digital advertising?
During the coronavirus pandemic, many FMCG brands have established new channels and relationships with consumers. How can they use these to gather first-party data and put it to effective use in their advertising and marketing campaigns?
Will Pret a Manger’s new multi-channel model help it survive store closures?
Pret a Manger announced the closure of 28 stores in July, leading to the loss of 2,890 jobs. The chain is hugely reliant on commuters and office workers, but with a large percentage of people still working from home, it is now struggling to regain sales.
Product Strategy and Marketing Best Practice Guide
1. Introduction The objective of this report is to provide marketers with a practical guide to the essential principles, processes and practices surrounding the increasingly critical areas of product strategy and marketing. Digital has facilitated a growing proportion of business models to pivot towards direct-to-consumer propositions, and an ever-growing number of products to become services, […]
Why luxury fashion brands are using gaming to drive revenue and marketing opportunities
While industries such as fashion and retail have been negatively impacted by the coronavirus pandemic, the gaming and esports market has positively grown. According to Newzoo’s recent report, the global games market will generate revenues of $159.3 billion in 2020. Gaming is also predicted to surpass $200 billion by the end of 2023. This is […]
Blue State’s Lizi Zipser on Covid-19 and digital transformation at charities
For charities and non-profits, the Covid-19 crisis has been an extremely challenging time – but also one of opportunity. Econsultancy spoke to Lizi Zipser, Director of Strategy & Insights at Blue State, about how the pandemic has accelerated digital transformation in the third sector, and what that means for charitable organisations.
Six brand case studies that proved the value of storytelling
Storytelling in marketing terms isn’t just about producing an advert with a narrative, it’s about telling the story of the ‘brand’ across multiple channels, and using various tools and methods to do so.
How Whittard’s email marketing pushed me oolong the sales funnel
Rebecca Sentance delves into how Whittard of Chelsea plays to its strengths with email marketing and keeps customers coming back for more.
What is a UX writer and how does it differ from a content designer?
The role of ‘UX writer’ has become increasingly sought-after as companies make user experience (UX) a focal point for their business. But what exactly does a UX writer do?
Five content strategy trends for the second half of 2020
What are the content marketing trends that will dominate the second half of 2020? Lizzy Hillier looks at five overarching trends for content that have emerged in the midst of the coronavirus crisis.
B2B Social Media Strategy Best Practice Guide
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 and Social Selling Best Practice Guide. The purpose of this guide is to provide a framework for developing a B2B social media strategy, as well as a summary of the […]
Resourcing for social media teams: A beginner’s guide
This briefing explores social media team roles and responsibilities, whether to insource or outsource, how to work with agencies, and where to look for advice on skills development. It is an excerpt taken from Econsultancy’s Social Media Strategy Best Practice Guide.
Eight effective examples of brand marketing on TikTok
TikTok surpassed two billion downloads in Q2 2020, just five months after it passed the 1.5 billion download mark.
Social Media Strategy Best Practice Guide
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 […]
A day in the life of… Sarah Baumann, MD at VaynerMedia London
We recently caught up with Sarah Baumann, Managing Director at VaynerMedia, to find out more about her role, and how Covid-19 has impacted day-to-day working life.
A day in the life of… Angela Freeth, Marketing Campaigns Manager at Laundrapp
Angela Freeth is Marketing Campaigns Manager at Laundrapp. We recently caught up with Freeth to find out more about her role, and how Covid-19 has impacted her working life.
A day in the life of… Alex Brown, CCO of Campfire
Alex Brown is the CCO of Campfire, an agency that works with clients including Missguided, The INKEY List and MyProtein. We caught up with him to find out how he spends his days, and how the coronavirus pandemic has impacted the company as a whole.
Intelligent automation: Helping large businesses scale their marketing efforts
Artificial intelligence and machine learning have captured a lot of attention in recent years but they’re part of a much larger subset of technologies, called intelligent automation.
Six steps for maximising the ROI of a ratings and review program
Strengthening your ratings and reviews program can increase the discoverability and awareness of your products, boost sales, help your business talk in the language of your customers and much more. In fact, nearly half of shoppers say they are less likely to buy from a brand or retailer if they don’t have reviews on their […]
