Best Practice Hub

From short guides and case studies to in-depth reports, the content in Econsultancy’s Best Practice Hub covers digital excellence from marketing to ecommerce. We show you what good looks like, then help you get there.

Latest Best Practice

Top Picks

Ecommerce Best Practice Guide

Econsultancy’s Ecommerce Best Practice Guide lays out a comprehensive blueprint for businesses looking to update their existing ecommerce offering or develop a new proposition. The report gives in-depth guidance on strategy and operations, generating demand, converting demand and measurement in ecommerce.

Beginner’s Guides

Email and eCRM - Econsultancy's Internet Statistics Database
2

What is CRM and why do you need it?

When people in marketing talk about CRM, they typically mean one of two things: the practice of CRM, which stands for customer relationship management; or CRM systems, the platforms that enable marketers to carry out customer relationship management. The two are pretty closely linked, as if you’re considering improving or building a strategy for CRM […]

Webinar Catch-up

Ecommerce

Ecommerce Best Practice Guide

Econsultancy’s Ecommerce Best Practice Guide lays out a comprehensive blueprint for businesses looking to update their existing ecommerce offering or develop a new proposition. The report gives in-depth guidance on strategy and operations, generating demand, converting demand and measurement in ecommerce.

Data & Analytics

Customer Experience

Social

Paid Social Media Advertising

Social Media Advertising

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 […]

thumbs up emerging from circular hole in pink wall

Social Media Strategy Best Practice Guide

A guide providing marketers with a framework for developing a social media strategy, summarising the main considerations including frameworks and models for connecting with audiences, successful strategies for integrating customer service into social media and the opportunities of social listening.

youtube beauty influencer

Three ways influencer marketing is evolving in 2021

Marketers upped their spend on influencer marketing in 2020, as brands strived to connect with consumers in a more authentic way. According to a Takumi study, undertaken in October 2020, 73% of marketers surveyed said they had allocated more resources to the strategy in the past year, with 60% agreeing that influencer marketing provides better […]

Content

tape reels on white surface

Online Video Best Practice Guide

This report looks at how brands can identify clear objectives, fine-tune audience profiles and plan their distribution strategies, getting to grips with the numerous different platforms on offer. Some of the key technical aspects needed to commission video and work with specialist partners are also covered.

Content Strategy Webinar

A webinar covering the essentials of content strategy, including a look at the growing role of technology, data and customer experience and how content practice is changing in response to rapidly shifting dynamics, plus a clear, easy to follow best practice framework that marketing teams can adopt.

books standing on edge in circle formation on light blue background

Quick Guide to Storytelling for Marketers

A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.

B2B

aerial view of succulents growing in pots

B2B Social Media Strategy Best Practice Guide

A best practice guide covering the fundamentals of social media, providing models for developing a B2B social strategy and explaining how B2B companies can harness the potential of social to win new leads and expand their audience.

digital marketing training
1

How does marketing operations make B2B organisations more efficient?

Marketing operations, or MOPS, is all about planning, process and measurement. It goes beyond project management to encompass the people, processes, technology, and data that powers a business’s overall marketing strategy. Ultimately, MOPS should make businesses more efficient and able to adapt quickly to change. Indeed, Adobe’s 2021 Digital Trends report found that B2B organisations with […]

Advertising

Piggy bank on purple background with yellow circle.

Optimising Marketing Spend Best Practice Guide

Econsultancy research indicated nearly half (47%) of UK marketers faced budget cuts following the Covid-19 outbreak. This report provides guidance about how to thrive despite budget cuts during these ‘unprecedented times’, and tips on getting the most out of channels and restructuring teams effectively.

targeted ad. image: shutterstock

How should marketers adapt to new privacy measures such as ATT, and what now for personalisation?

New privacy measures are starting to impact the digital advertising landscape, as costs increase and user targeting becomes less efficient following Apple’s ATT rollout. For digital agencies and advertisers, paid social isn’t as straightforward as it once was, and new questions are arising about whether Facebook’s domination of this world will be affected. I spoke […]

Email

Illustration of an email attached to a parachute

14 useful email marketing KPIs for your business

Econsultancy’s Email Marketing Best Practice Guide observes that email is the “unsung hero of digital marketing”. Far from dying out over the years (as has often been predicted), it continues to consistently drive high levels of traffic and conversion. 

Search Marketing

Magnifying glass on blue pink yellow background

Paid Search Best Practice Guide

Search engines are often the first port of call in the customer journey. Econsultancy’s Paid Search Best Practice Bundle covers everything businesses need to know about the complex and constantly evolving area of paid search advertising.

Quick Guide to Why Email Still Matters

Email marketing is a vital channel for marketers, enabling direct, personalised and highly effective communications between a brand and its customers. This quick guide discusses the business case for email marketing and the technology that is reshaping how it is carried out.

Microlearning

Online Fast Track: Digital Marketing Training Course (2 Days)

Our popular 2-day Fast Track is a fully interactive virtual workshop and is a great place to start your digital marketing training or refresh your knowledge.

Led by an expert digital marketing practitioner, you’ll benefit from a complete overview of digital marketing as you explore how you can best leverage digital channels.