This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.
Measurement allows marketers to track the effectiveness of their efforts. From the role of analytics and the importance of identifying goals to defining data needs and ensuring validation, this report goes beyond SEO to look at the essentials of measurement and reporting.
With omnichannel now regarded as playing an essential role in business success, this best practice guide looks at how companies can develop their omnichannel strategy to achieve excellence.
This report covers the practice of link building and its importance to SEO, and guides businesses through the steps to creating an effective link building strategy that encourages organic traffic. It also looks at how businesses can avoid penalties from search engines.
This quick guide looks at the power of video as a marketing tool and outlines the key considerations for creating a video strategy, from setting objectives and defining the audience to content planning and distribution.
This quick guide provides advice for businesses seeking to define or rework their brand purpose. It looks at why brand purpose has become a vital component of modern marketing, and why integrating and communicating it effectively can help win customer loyalty and increase employee satisfaction and retention.
This quick guide looks at the business benefits of planning for the long term by foregrounding customer needs and adopting an agile approach. It discusses how businesses can develop a long-term strategy to help them face challenges both present and in the future.
This quick guide introduces businesses to the modern marketing mindset, developed through Econsultancy research. It explains the 10 key characteristics that define it and highlights the benefits organisations can reap from cultivating a modern marketing mindset among their employees.
This quick guide gives an overview of the changing dynamics affecting organisational structures and resourcing in the modern marketing landscape. It offers guidance and practical models to help leaders identify and work through the challenges and requirements of digital capability at all levels of maturity in an organisation.
Leadership is changing in a digital world where rapid change continues to create both challenges and opportunities for businesses and leaders alike. This quick guide contains useful insight and practical models to help leaders understand and navigate this changing environment.
Partnering with Core, the electronics company balanced high-volume bidding strategies with a ROAS focus, to drive a 25% revenue increase at a 75% lower cost.
Online greeting cards marketplace partners with connective3 to launch marketing campaigns and blog to target customers looking for cards for occasions.
CEIC partnered with Impression to optimise its web pages and increased traffic by 78.45%
LeasePlan UK worked with Bottle to overcome consumer and trade adoption barriers to electric cars, to increase engagement and drive organic traffic
How-to reports authored by industry experts and practitioners, covering strategy, planning and execution in digital marketing and ecommerce.
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.
The purpose of this guide is to provide an overview of the opportunities, risks and the required investment of time, effort and budget to create a successful paid social media strategy. It also covers how to run, manage and evaluate campaigns.
Econsultancy’s refreshed and updated series of Paid Search Best Practice guides covers everything marketers need to know about the complex, though potentially very lucrative, area of paid search advertising.
This report looks at the growth in price comparison websites, the role they play in a brand’s marketing mix, how best to manage such an affiliate relationship, how they have an impact on the customer relationship and what the future of this channel holds.
B2B businesses embarking on digital transformation programmes must factor in a growing demand for ecommerce and a shift in approach towards customer-centricity. This report provides best practice on the opportunities and challenges involved.
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.
A report providing a practical guide to creating a social selling strategy. It considers the three most effective social media platforms for B2B marketers and salespeople – LinkedIn, Facebook and Twitter – advising on how brands can best harness the unique potential of each.
This report looks at all stages of the content marketing process which, when executed effectively, can be a powerful engagement tool and convey brand purpose and brand story in a credible and authentic way. The report offers best practice advice from experts in the field.
Content plays a vital part in any brand’s marketing strategy, supporting business objectives at every stage of the purchase funnel. This report provides best practice guidance on building an effective content marketing strategy to enable brands to engage audiences in creative ways that promote authenticity and trust.
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.
A guide providing marketers with the practical guidance they need in all aspects of content strategy, covering the fundamentals of good content strategy, how to develop detailed personas, the importance of linking content strategy back to business strategy and the future of trends in content strategy.
This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.
This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.
This guide to user experience (UX) and interaction design equips readers with the knowledge, tools and techniques they need to deliver great user experiences and design products that people like to use.
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.
This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.
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.
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.
B2B businesses embarking on digital transformation programmes must factor in a growing demand for ecommerce and a shift in approach towards customer-centricity. This report provides best practice on the opportunities and challenges involved.
A report exploring how organisations can adapt to changing circumstances by applying key agile principles to marketing, ecommerce and innovation practice, with best practice recommendations, case studies and useful frameworks for identifying the key building blocks of achieving greater agility, enhanced innovation and organisational change.
A report drawing on the Effective Leadership in the Digital Age research, which set out to answer one key question: what does it mean to be a ‘digital leader’ in the context of digital transformation?
A report aimed at helping marketers better understand data within the wider scope of digital transformation and how data underpins businesses. It sets out why digital transformation is needed, the role of data, the DaaS model, data strategy frameworks and why transformation can fail.
With omnichannel now regarded as playing an essential role in business success, this best practice guide looks at how companies can develop their omnichannel strategy to achieve excellence.
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.
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.
This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.
This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.
A best practice guide looking at the strategies marketers should deploy to transform new customers into repeat customers, as well as how to optimise long-term loyalty and advocacy among the highest value customers.
A best practice guide intended to support marketers with the knowledge they need to either review existing email strategy or create a comprehensive strategy from scratch, covering measurement, segmentation and personalisation techniques, newsletter communications strategies and best practice rules for copywriting.
A best practice guide exploring the benefits and challenges of segmentation and personas, explaining why and how to use market segmentation, communication segmentation, customer segmentation and personas.
Pragmatic advice for marketers, HR professionals and other leaders about how to apply, support and promote a digital culture within teams and organisations, in order to enable greater agility and improved customer experience.
A report exploring how organisations can adapt to changing circumstances by applying key agile principles to marketing, ecommerce and innovation practice, with best practice recommendations, case studies and useful frameworks for identifying the key building blocks of achieving greater agility, enhanced innovation and organisational change.
A guide exploring in detail Econsultancy’s 10 Cs framework for building a Modern Marketing Mindset, also explaining the difference between mindset and ‘modern marketing mindset’, and looking at what mindset means for individual performance, career success and organisational goals.
This best practice guide provides practical advice for empowering successful and powerful remote working. Also drawing on the results of the Covid-19 Business Impact survey, conducted in mid-March 2020, it offers a look at how businesses in the UK and North America are reacting to the Covid-19 pandemic.
Measurement allows marketers to track the effectiveness of their efforts. From the role of analytics and the importance of identifying goals to defining data needs and ensuring validation, this report goes beyond SEO to look at the essentials of measurement and reporting.
This report covers the practice of link building and its importance to SEO, and guides businesses through the steps to creating an effective link building strategy that encourages organic traffic. It also looks at how businesses can avoid penalties from search engines.
This report looks at how businesses can successfully launch into new markets by optimising their international web presence, from choosing a domain strategy to language considerations and content localisation.
This report provides best practice guidance on how to technically optimise a website in terms of its architecture and performance for the search engines. It includes detailed sections on URL management, sitemaps, side speed, HTML code and other specialist technical considerations.
With omnichannel now regarded as playing an essential role in business success, this best practice guide looks at how companies can develop their omnichannel strategy to achieve excellence.
B2B businesses embarking on digital transformation programmes must factor in a growing demand for ecommerce and a shift in approach towards customer-centricity. This report provides best practice on the opportunities and challenges involved.
This report offers practical and pragmatic advice for developing and implementing a successful customer experience strategy.
A report exploring how organisations can adapt to changing circumstances by applying key agile principles to marketing, ecommerce and innovation practice, with best practice recommendations, case studies and useful frameworks for identifying the key building blocks of achieving greater agility, enhanced innovation and organisational change.
Influencer marketing is a rapidly growing industry, enabling brands to engage audiences in creative ways that promote authenticity and trust. This report provides tools, frameworks and best practice guidance for organisations looking to incorporate influencer partnerships into their broader marketing mix, with industry expertise and case studies to help apply the learning.
This guide outlines the many different ways online communities can bring value to an organisation and covers how to develop a strategy to ensure its success.
This report summarises the features available on the main social platforms, outlining the options for marketers developing social media strategies.
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.
