1. Introduction Shopping campaigns operate on the same cost-per-click (CPC) model as their Search ad counterparts. The main difference between the ad types is that Shopping ads provide an image and price of each product, making these results highly appealing to consumers. In recent years, Google Shopping has continued to experience sustained growth and is […]
1. Introduction The global coronavirus (Covid-19) pandemic has had an unprecedented impact, affecting almost every aspect of daily life. Measures taken to slow the spread of the virus around the world have brought with them remarkable economic losses. The full economic impact of the crisis is at this stage unknown, but projections of the cost […]
1. Introduction 1.1 About this report Econsultancy’s series of Best Practice Guides have been created for modern marketing professionals who typically work in marketing or ecommerce roles. Given the ongoing significance of email, this guide will be relevant to CEOs to understand the business case for email, as well as anyone working in a marketing […]
1. Introduction Social media has grown exponentially. In January 2020, there were 3.80 billion social media users, with this number increasing by more than 9% (with 321 million new users) since January 2019.[1] But the term is misleading: social media has become as important for business as it has for social interaction, reflecting the changing […]
1. Introduction This report is designed to provide marketers with practical and essential guidance into all aspects of content strategy. The role of content within marketing and digital marketing practice has never been more important than it is now, but it remains an area of constantly changing practice, with evolving dynamics around technology, content production […]
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 […]
1. Introduction A considerable amount of work should be assigned to the effective set up of paid search campaigns. Detailed keyword research and a well thought out account structure in place make ongoing optimisation, testing and analysis much more straightforward. Over the course of 2019, there were a number of developments across the paid search […]
1. Introduction Video advertising can be an effective, eye-catching medium for building brand awareness when done properly. As more video content is consumed online, it makes sense that brands will want to follow suit with rich media video adverts promoting their brands. Unlike text ads in traditional paid search, video ads open up a whole […]
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 […]
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 […]
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 […]
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 […]
1. Introduction Social media has grown exponentially. In January 2020, there were 3.80 billion social media users, with this number increasing by more than 9% (with 321 million new users) since January 2019.[1] But the term is misleading: social media has become as important for business as it has for social interaction, reflecting the changing […]
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 […]
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. […]
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 […]
1. Introduction This report is designed to provide marketers with practical and essential guidance into all aspects of content strategy. The role of content within marketing and digital marketing practice has never been more important than it is now, but it remains an area of constantly changing practice, with evolving dynamics around technology, content production […]
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 […]
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 […]
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 […]
Acknowledgements John Bernard Dexcom Marketing DirectorSteve Challouma Birds Eye Marketing DirectorRadha Davies Virgin UK Brand Development DirectorMark Evans Direct Line Managing Director, Marketing & DigitalKate Ghandi UKTV Marketing DirectorMargaret Jobling Centrica Chief Marketing OfficerAlison Jones Co-Op Chief Customer OfficerPeter Markey TSB Chief Marketing OfficerCiaran Nelson Anglian Water Director of Brand CommunicationsEllie Norman F1 Director of […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
1. Executive Summary The State of Social Commerce in Southeast Asia report, produced by Econsultancy in collaboration with Hootsuite and Magento, is based on a survey of 271 ecommerce marketers and 277 consumers across the region. All consumers surveyed used social media and are online shoppers. The study looks to examine how consumers shop online […]
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 […]
1. Introduction 1.1 About this report Econsultancy’s series of Best Practice Guides have been created for modern marketing professionals who typically work in marketing or ecommerce roles. Given the ongoing significance of email, this guide will be relevant to CEOs to understand the business case for email, as well as anyone working in a marketing […]
Executive Summary The 13th annual Email Marketing Industry Census, published by Econsultancy in partnership with Upland Adestra, is based on an online survey of more than 400 marketers carried out in June and July 2019. The report contains comprehensive analysis of survey data and a comparison with results from previous years, as well as insights from […]
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 […]
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 […]
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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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
1. Introduction Shopping campaigns operate on the same cost-per-click (CPC) model as their Search ad counterparts. The main difference between the ad types is that Shopping ads provide an image and price of each product, making these results highly appealing to consumers. In recent years, Google Shopping has continued to experience sustained growth and is […]
1. Introduction Video advertising can be an effective, eye-catching medium for building brand awareness when done properly. As more video content is consumed online, it makes sense that brands will want to follow suit with rich media video adverts promoting their brands. Unlike text ads in traditional paid search, video ads open up a whole […]
1. Introduction This report explores some of the worldwide opportunities for expansion across a range of territories and languages, before moving on to some of the practical considerations that must be kept in mind when planning to launch a PPC campaign in a new market. Although it is relatively straightforward to target new countries in […]
1. Introduction A sound knowledge of how marketing channels are operated and optimised is vital for success in paid search. The level of dependency on paid search as a channel fluctuates from industry to industry and business to business. The most successful campaigns understand where paid search fits in the wider picture and how to […]
1. Introduction The global coronavirus (Covid-19) pandemic has had an unprecedented impact, affecting almost every aspect of daily life. Measures taken to slow the spread of the virus around the world have brought with them remarkable economic losses. The full economic impact of the crisis is at this stage unknown, but projections of the cost […]
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 […]
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 […]
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 […]
1. Introduction Social media has grown exponentially. In January 2020, there were 3.80 billion social media users, with this number increasing by more than 9% (with 321 million new users) since January 2019.[1] But the term is misleading: social media has become as important for business as it has for social interaction, reflecting the changing […]
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 […]
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 […]
1. Executive Summary The State of Social Commerce in Southeast Asia report, produced by Econsultancy in collaboration with Hootsuite and Magento, is based on a survey of 271 ecommerce marketers and 277 consumers across the region. All consumers surveyed used social media and are online shoppers. The study looks to examine how consumers shop online […]