Articles

The latest articles on global digital marketing and ecommerce from Econsultancy’s award-winning analysts and experts

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Fulfilment and delivery trends in grocery and FMCG

From order picking to last mile delivery, grocery retailers and FMCG brands are increasingly looking for ways to improve speed and efficiency in omnichannel fulfilment. With rising consumer expectations, the goal is to give customers what they want, exactly when they want it, even amid wider challenges in the supply chain. A large number of […]

How FMCG brands are getting the most out of first-party data

The coronavirus pandemic has formed new consumer habits around buying fast-moving consumer goods (FMCG, also known as consumer-packaged goods or CPG). While the astronomical spike in online purchasing that was seen in the early days of the Covid-19 lockdowns (and again in late 2020 and early 2021) proved to not be permanent, many more consumers […]

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How is the cost of living crisis impacting Black Friday 2022?

Black Friday spend is predicted to be subdued this year, as the cost of living crisis hits both consumers and retail brands. New figures from Retail Economics and Metapack suggest that consumer spending on non-essential items during the last three months of the year will drop by £4.4bn, with nearly 60% of UK consumers expected […]

What is a marketing mindset and what are its benefits?

In order to be successful, modern marketers need the right knowledge, skills and mindset. Knowledge and skills are fairly easy to define but mindset, rather less so. Though it may be more difficult to pin down, Econsultancy research has shown that marketers see mindset as paramount. 74% of the 841 senior marketers we surveyed in […]

Traditional consumer insights techniques are ‘utterly outdated’: founder of insights platform Zappi on digitisation

Steve Phillips is the founder and CEO of consumer insights platform Zappi. I recently caught up with with Steve to find out about his day-to-day work. He explains Zappi’s B-corp status, its company culture, and the increased digitisation of the market research industry. Tell us about your role – what does a typical day look […]

Latest briefings

Ad targeting illustration featuring a large magnet pulling hearts, likes and money towards it. One person is sitting in the bend of the magnet with a laptop, another is standing next to it with a bow and arrow. Another is nearby with a clipboard. Images of a clock, a target with an arrow in it, and a video play icon surround the magnet.

The contextual advertising boom: What is it, and how can brands take advantage?

In an increasingly privacy-conscious web, contextual ad targeting is having a moment. Discussion website and self-proclaimed ‘front page of the internet’, Reddit, recently announced the acquisition of Spiketrap, an audience contextualisation company. As well as further building out Reddit’s advertising offering, the move to acquire Spiketrap highlights Reddit’s intention to capitalise on advertising that matches […]

A pale-skinned avatar with brown hair and glasses, wearing colourful pink, blue, purple and green clothing, hovers in front of a giant BMW iX which is floating at a slant. The two are suspended amidst a psychedelic landscape of strange shapes and jungle-like plants.

A metaverse reality check: What role for brands?

Many companies are eager to explore investments in the metaverse, but what is the best way to go about this? We conclude our three-part series, ‘A metaverse reality check’, by looking closely at the practical considerations behind metaverse investment, and consider what some major brands have been doing in this space.

Digital PR: An introduction to writer/blogger outreach

The disciplines of content marketing and SEO are intertwined. Generally speaking, content marketing concerns the creation and publication of content to engage an audience, while SEO concerns the research of topics being searched for by people using Google (or other search engines). Both content marketers and SEOs will also have a focus on creating link-worthy […]

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