Best Practice Guides

Our definitive practical reports covering all the core elements of marketing tactics

Latest Best Practice

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 […]

woman working with laptop and cat holding phone

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 […]

miniature model people standing on drawn chalk network

Organisational Structures and Resourcing Best Practice Guide

1. Introduction Econsultancy has been conducting research into digital marketing resourcing and structures for almost 10 years. This report is the fourth iteration of this research and represents a major update on the 2015 Digital Marketing: Organisational Structures and Resourcing Best Practice Guide. There have been some fundamental shifts in approaches to resourcing since then […]

smiley face on speech bubble in hand

Ratings and Reviews Best Practice Guide

1. Introduction Customer centricity is at the heart of any successful business today. Digital has empowered consumers in numerous ways, giving them greater choice and convenience when they shop, but also offering a platform for them to share their views at the touch of a button. There are a host of platforms enabling consumers to […]

Modern Marketing Job Descriptions

1. Introduction Modern marketing requires new skills for the digital age. As new technologies and channels have emerged and digital transformation has become a priority for organisations across all locations, sizes and industries, the demand for expertise in the likes of data, analytics, customer experience, content and personalisation has increased. With this demand often outstripping […]

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 […]

A Marketer’s Guide to Augmented Reality (AR)

1. Introduction Augmented reality (AR) is quickly becoming one of the most interesting technologies in the digital space. Although often overshadowed by virtual reality (VR), AR is expected to take the lion’s share of the market. According to one estimate, the AR market will be worth $70bn to $75bn by 2023 while VR will account […]

Advertising

A Marketer’s Guide to Price Comparison Websites

1. Introduction Over the last two decades a swathe of price comparison websites (PCW) have emerged, offering consumers a one-stop-shop for comparing the prices of a product or service. PCWs act as vertical search engines, aggregating product listings from multiple retailers. PCWs such as uSwitch, Confused.com, MoneySuperMarket and GoCompare are an important part of the marketing […]

Social Media Platforms Overview

Social Media Platforms Overview

 1. Introduction This guide has been written to complement Econsultancy’s Social Media Strategy Best Practice Guide,  and Content Strategy Best Practice Guide. Its purpose is to provide a snapshot of some of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media. It provides […]

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 […]

Getting to Grips with Digital Advertising Best Practice Guide

1. Introduction Digital advertising has grown to become the largest advertising medium in the UK, and is expected to represent 50% of total advertising spend across the world as early as 2019.[1] Thanks to people spending more time than ever online, the uniquely low barriers to entry and the wealth of data that digital advertising […]

B2B

B2B Content Marketing Best Practice Guide

1. Introduction ‘Content shock’[1] is real: the volume of B2B (and B2C) content is now outweighing our human capacity to consume it. However, content marketing can still present an immense opportunity for B2B businesses. When executed effectively, it can be a powerful engagement tool for fostering loyalty, lead generation and sales, and for conveying the […]

Overcoming B2B Digital Marketing Challenges Best Practice Guide

Introduction Digitisation is rapidly changing B2B businesses and it is crucial that companies transform and respond to these challenges. According to McKinsey,[1] “Turning your company into a top quartile B2B digital player can increase revenue by 3.5%.” Econsultancy’s Digital Outlook report for 2019 explains that the next five years will be challenging for B2B marketers. […]

B2B Social Media Best Practice Guide

1. Introduction This report is a complementary guide to Econsultancy’s current suite of social media best practice guides, including Social Media Strategy, Social Media Platforms and Paid Social Media Advertising. It outlines the strategic approaches, use cases, considerations and useful guidelines for B2B marketers to consider when devising their social media strategy. 1.1. Executive summary […]

Content

smiley face on speech bubble in hand

Ratings and Reviews Best Practice Guide

1. Introduction Customer centricity is at the heart of any successful business today. Digital has empowered consumers in numerous ways, giving them greater choice and convenience when they shop, but also offering a platform for them to share their views at the touch of a button. There are a host of platforms enabling consumers to […]

B2B Content Marketing Best Practice Guide

1. Introduction ‘Content shock’[1] is real: the volume of B2B (and B2C) content is now outweighing our human capacity to consume it. However, content marketing can still present an immense opportunity for B2B businesses. When executed effectively, it can be a powerful engagement tool for fostering loyalty, lead generation and sales, and for conveying the […]

Storytelling for Marketers

Storytelling for Marketers

1. Introduction 1.1 Executive summary This report identifies best practice approaches, techniques, challenges and opportunities around storytelling in the context of marketing. It explores how marketers perceive the importance of storytelling to the practice of marketing and the best practice application of storytelling principles to support marketing objectives and activity. The following topics are covered […]

Customer Experience

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 […]

A Marketer’s Guide to Augmented Reality (AR)

1. Introduction Augmented reality (AR) is quickly becoming one of the most interesting technologies in the digital space. Although often overshadowed by virtual reality (VR), AR is expected to take the lion’s share of the market. According to one estimate, the AR market will be worth $70bn to $75bn by 2023 while VR will account […]

Customer Data Platforms Best Practice Guide

1. Introduction Organising large amounts of customer data is becoming a huge challenge for marketers who want a ‘360 degree view’ of their customers. Customer data platforms (CDPs) offer a way for organisations to bring together disparate customer data into one place, to allow for the easy sharing of this information with other systems. This […]

Data and Analytics

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 […]

smiley face on speech bubble in hand

Ratings and Reviews Best Practice Guide

1. Introduction Customer centricity is at the heart of any successful business today. Digital has empowered consumers in numerous ways, giving them greater choice and convenience when they shop, but also offering a platform for them to share their views at the touch of a button. There are a host of platforms enabling consumers to […]

Segmentations and Personas Best Practice Guide

1. Introduction Marketers have always sought to find the most relevant buyers for their products. In the 1950s, this concept took a step forward when Wendell Smith published an award-winning article in the Journal of Marketing on product differentiation and market segmentation.[1] This article put segmentations on the map for marketers, and soon market segmentations […]

Digital Transformation and the Role of Data

1. Introduction The modern marketer’s dilemma “After several years of long Christmas lists to Santa, this year my girls could not think of anything they wanted. It dawned on me; my kids are not seeing marketing encouraging them to want things. My job and the jobs of future global marketers are getting more challenging. We […]

Ecommerce

A Marketer’s Guide to Price Comparison Websites

1. Introduction Over the last two decades a swathe of price comparison websites (PCW) have emerged, offering consumers a one-stop-shop for comparing the prices of a product or service. PCWs act as vertical search engines, aggregating product listings from multiple retailers. PCWs such as uSwitch, Confused.com, MoneySuperMarket and GoCompare are an important part of the marketing […]

Email and eCRM

A Guide to Digital Marketing Tools

1. Introduction In response to the exponential growth in marketing technology solutions available over the past few years (Figure 1), this report aims to provide a practical overview of 60 popular and peer-recommended tools in four main categories. Figure 1: Number of martech solutions globally Source: Chiefmartech.com Chiefmartech’s Marketing Technology Landscape Supergraphic 2018 lists more […]

Marketing Automation Best Practice Guide

1. Introduction 1.1. Executive summary This report seeks to provide marketers who are considering the use of marketing automation with a simple guide to what it is, how to plan for and implement it, what success looks like and what the future of the industry may hold. This guide hopes to be useful to a […]

Working Effectively with Data Teams

1. Introduction 1.1. Executive summary With an increasing number of digital channels, the time, attention and trust that consumers have to give to marketing content is fragmented. To make matters worse, consumers’ unprecedented power to control their media experiences has made it more challenging than ever to reach them. On the other hand, marketers have […]

stats

Keen to find more charts, data and information about digital marketing?

Try our new Econsultancy Internet Statistics Database, which features all the facts and figures you need for presentations and business cases

Innovation and Trends

Experiential Marketing Best Practice Guide

1. Introduction This guide has been written to help senior marketers better understand the opportunities offered by experiential marketing, outlining when and how the discipline can add value. Its purpose is to help brands plan and execute experiential marketing activities and to be mindful of the challenges involved. New studies show that we are continuing […]

Mobile

A Marketer’s Guide to Augmented Reality (AR)

1. Introduction Augmented reality (AR) is quickly becoming one of the most interesting technologies in the digital space. Although often overshadowed by virtual reality (VR), AR is expected to take the lion’s share of the market. According to one estimate, the AR market will be worth $70bn to $75bn by 2023 while VR will account […]

woman in camo jacket looking at smartphone exterior

Short Guide to Mobile Marketing Best Practice

Introduction This guide highlights three key themes which will help marketers deliver better mobile experiences for their customers and improve the performance of their mobile marketing activity. These three themes are: personalising the customer experience, mapping the customer journey and planning for the age of assistance. The guide draws from Econsultancy’s Mobile Marketing report which […]

Social Media Platforms Overview

Social Media Platforms Overview

 1. Introduction This guide has been written to complement Econsultancy’s Social Media Strategy Best Practice Guide,  and Content Strategy Best Practice Guide. Its purpose is to provide a snapshot of some of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media. It provides […]

Gamification Marketing Best Practice Guide

1. Introduction In a July 2018 survey by Reflect Digital, 58% of consumers said that online ads and marketing have little or no influence on their buying behaviour, while 27% said they were somewhat influenced. Only 5% said they were extremely influenced. Brands need to continue to find new ways to not only be heard […]

People and Skills

woman working with laptop and cat holding phone

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 […]

miniature model people standing on drawn chalk network

Organisational Structures and Resourcing Best Practice Guide

1. Introduction Econsultancy has been conducting research into digital marketing resourcing and structures for almost 10 years. This report is the fourth iteration of this research and represents a major update on the 2015 Digital Marketing: Organisational Structures and Resourcing Best Practice Guide. There have been some fundamental shifts in approaches to resourcing since then […]

Modern Marketing Job Descriptions

1. Introduction Modern marketing requires new skills for the digital age. As new technologies and channels have emerged and digital transformation has become a priority for organisations across all locations, sizes and industries, the demand for expertise in the likes of data, analytics, customer experience, content and personalisation has increased. With this demand often outstripping […]

Effective Leadership in the Digital Age

1. Introduction The question of how leadership is changing in a digitally empowered world is a consistent theme in subscriber feedback and the digital transformation work that Econsultancy does with clients. 2015 saw the publication of Econsultancy’s initial research and report into Effective Leadership in the Digital Age, which was designed to provide insight into […]

Search Marketing

SEO Best Practice: Benchmarking and Auditing

1. Introduction Benchmarking a company’s performance against an external measure may seem challenging, but with an understanding of the types of benchmarking processes and which information to benchmark within each type companies can ensure they are measuring the right changes. Auditing a company’s performance against various metrics is an important part of understanding where the […]

SEO Best Practice: Changes in SEO

1. Changes in SEO Contributor The following report has been written by Chris Green, Head of Search at StrategiQ. The following report summarises the key changes in search since 2016, when the last Econsultancy SEO Best Practice Guide was published. Changes to SEO came thick and fast during that period, and show no sign of […]

SEO Best Practice: Guidelines and Compliance

1. Introduction There are search engine rules, as well as legal regulations, which govern all accessible internet content. All activities that happen on the internet are governed by these rules and regulations. Non-adherence to search engine rules can result in reduced visibility, while violation of the regulations can result in hefty fines and even imprisonment. […]

Strategy

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 […]

Effective Leadership in the Digital Age

1. Introduction The question of how leadership is changing in a digitally empowered world is a consistent theme in subscriber feedback and the digital transformation work that Econsultancy does with clients. 2015 saw the publication of Econsultancy’s initial research and report into Effective Leadership in the Digital Age, which was designed to provide insight into […]

Digital Transformation and the Role of Data

1. Introduction The modern marketer’s dilemma “After several years of long Christmas lists to Santa, this year my girls could not think of anything they wanted. It dawned on me; my kids are not seeing marketing encouraging them to want things. My job and the jobs of future global marketers are getting more challenging. We […]

Developing Future Strategy: Long-Term Thinking for Marketers

1. Introduction We live in times of ‘agile’, ‘fail fast’, ‘beta testing’ and ‘lean startups’. The doubling of computer processing power every two years, as predicted by Moore’s law, has delivered exponentially increasing computational abilities. Vast data sets are now available to marketers, enabling them to respond to customer demands in real time or even […]

Social

smiley face on speech bubble in hand

Ratings and Reviews Best Practice Guide

1. Introduction Customer centricity is at the heart of any successful business today. Digital has empowered consumers in numerous ways, giving them greater choice and convenience when they shop, but also offering a platform for them to share their views at the touch of a button. There are a host of platforms enabling consumers to […]

Social Media Strategy Best Practice Guide

Social Media Strategy Best Practice Guide

1. Introduction This guide has been written to complement Econsultancy’s Social Media Platforms Overview. Its purpose is to provide a framework for developing a social media strategy, as well as a summary of the main considerations for marketers when developing a strategic approach to social media marketing and communications. 1.1 About this report Over the […]