A best practice guide providing marketers with a pragmatic guide to data-driven marketing, covering the essential areas and setting out key strategies, methods and guidance that can support best-in-class execution.
An abridged version of Econsultancy’s Learning from Digital Disruptors Best Practice Guide, looking at how disruptive businesses operate, and the strategies and tactics they adopt for success.
A condensed version of Econsultancy’s Change Management for Marketers Best Practice Guide exploring how to best manage change in the context of rapidly shifting technology, consumer behaviours and market dynamics.
How do homeware brands successfully use social commerce? Here are a few pointers from Deft’s ‘Social Commerce’ report, along with some further analysis of how UK homeware brands can drive success through digital.
A guide covering approaches to marketing measurement and analysis, also looking at how businesses can tailor their measurement strategies to their available data maturity and resource, and reviewing some of the common tools used by businesses in data analysis.
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.
Social media platforms can offer brands highly targeted and effective advertising in a wide variety of formats. This best practice guide covers the key opportunities, with practical advice on navigating the challenges, designing campaigns and developing a strategy.
A best practice guide providing marketers with overview of customer journey mapping and a simple starting point for anyone yet to map out their customer journeys.
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 […]
Increasingly, marketers are embracing the opportunities that artificial intelligence affords by processing data at scale to make better decisions.
This report summarises the features available on the main social platforms, outlining the options for marketers developing social media strategies.
The evolving nature of ecommerce means there’s a continuous set of new trends, technology (and terminology) to get to grips with.
A rundown of three of the essential trends shaping the future of this emerging space.
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.
A comprehensive look at why brands must consider third-party marketplaces, with pragmatic advice on what is required to succeed across a range of them including Amazon, Alibaba, eBay and many more.
The rise in online demand since the pandemic has put multichannel retailers (and their supply chains) under increased pressure. And research suggests that a large percentage of brands could be struggling to keep on top of it. A survey by Profitero found that 41% of brand professionals do not have a specialised team or the […]
Mike Austin, CEO & co-founder at Fresh Relevance, offers some tips for connecting the dots between teams to create an effective customer experience in ecommerce.
A best practice guide for marketers looking to understand how to leverage AI, machine learning and predictive analytics to derive value from their data and gain a competitive edge.
A best practice guide providing marketers with a pragmatic guide to data-driven marketing, covering the essential areas and setting out key strategies, methods and guidance that can support best-in-class execution.
A guide covering approaches to marketing measurement and analysis, also looking at how businesses can tailor their measurement strategies to their available data maturity and resource, and reviewing some of the common tools used by businesses in data analysis.
CDPs are powerful tools that unify data and give businesses a 360 view of the customer, enabling personalisation at scale and in real time. This best practice guide looks at their key features and benefits and provides a step-by-step guide to implementation.
This report offers practical and pragmatic advice for developing and implementing a successful customer experience strategy.
A best practice guide providing marketers with a framework for how to approach social CX and customer service and how to integrate that into a broader customer experience strategy.
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.
Matt Holt, Chief Strategy Officer at Digitas UK, explains why we need to deliver memorability and utility through customer experience.
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 […]
This report summarises the features available on the main social platforms, outlining the options for marketers developing social media strategies.
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.
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 […]
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.
This quick guide offers an introduction to content strategy, providing guidance and outlining some key definitions, processes, tools, frameworks and practices that can enable an optimised approach.
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.
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.
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.
In 2017 I put together Econsultancy’s practical guide to account-based marketing (ABM). With many B2B marketers frustrated and exhausted by generating lots of leads for sales, ABM has emerged as an alternative approach.
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 […]
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.
This report is an introduction guide aimed at advertisers who are new to digital, covering the breadth of the digital advertising industry, as well as providing signposts for readers who want to find out more about this broad topic.
Social media platforms can offer brands highly targeted and effective advertising in a wide variety of formats. This best practice guide covers the key opportunities, with practical advice on navigating the challenges, designing campaigns and developing a strategy.
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 […]
This quick guide provides a starting point for marketers looking to master the art of email, covering aims and goal setting through to segmentation and creative.
Jessica Bolton, Enterprise Customer Success Manager at Iterable, shares some advice on closing the accessibility gap via three email campaigns fundamentals – content, code and visuals.
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.
Email has been a marketing and communications staple for brands for decades. While recent years have seen the rise of channels that have arguably greater reach or targeting capacity – from social media marketing to search advertising, programmatic display to digital video – the use of email has remained steadfast, particularly among retailers. Not only […]
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.
A comprehensive series of reports covering everything marketers need to know about SEO in order to develop an effective and future-proof SEO strategy that works in markets around the world.
Google has confirmed that its Page Experience ranking update, which uses Core Web Vitals along with a number of other metrics to assess user experience quality, has begun “slowly” rolling out. What can marketers do to prepare for this change?
2020 has been an eventful year for SEO practitioners, PPC specialists and anyone working in the field of search marketing.
This quick guide provides an overview of the changing B2B landscape and the key strategic pillars of a successful digital transformation, including how to optimise the B2B customer experience.
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.
An omnichannel strategy is essential for businesses hoping to succeed in a competitive market. This quick guide looks at the key benefits of an omnichannel approach and provides advice on developing a strategy for delivering seamless, joined-up customer experiences.
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.
