Paid Search Basics Best Practice Guide
Part of Econsultancy’s Paid Search Best Practice Bundle, this report covers the basics of paid search including the latest developments in the space as well as the main challenges and opportunities.
Customer Data Platforms Best Practice Guide
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.
Personalisation Best Practice Guide
Research shows clear benefits for companies that make personalisation part of their business strategy. This report provides guidance on how to enable and deliver personalised experiences at scale through data, tools, techniques and people.
The Fundamentals of Digital Advertising
With the digital arena expanding to include apps, TVs, virtual worlds and even outdoor billboards, digital advertising has grown vastly in size and scope in recent years. This best practice guide looks at how marketers can successfully plan, create, execute and measure digital ad campaigns.
Quick Guide to Implementing a CX Strategy
This quick guide provides businesses with a starting point for putting their CX strategy into action, looking at the principles, techniques and metrics behind the delivery of exceptional customer experiences.
Quick Guide to Third-Party Marketplaces
This quick guide provides an introduction to third-party marketplaces, giving businesses an overview of the opportunities and challenges to enable the development of a solid strategy for success.
Quick Guide to User Experience (UX) and Interaction Design
This quick guide provides an introduction to the fundamental principles of UX with practical guidance on designing seamless user experiences that place the customer’s needs front and centre.
Quick Guide to Hiring for In-Demand Skills
With the digital marketing skillset expanding alongside evolving business and consumer needs, organisations face a ‘war on talent’ as demand outstrips supply. This quick guide looks at how businesses can optimise their recruitment process to attract and retain the right candidates.
Quick Guide to Brand Purpose
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.
Quick Guide to Developing Future Strategy: Long-Term Thinking for Marketers
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.
Luxury fashion brand adds £9 million sales through social media branch out
Fairfax & Favor worked with Lane Media to reduce its reliance on Facebook and Instagram advertising.
Tax compliance company drives €1 million new revenue with ABM targeting campaign
Taxually worked with Sharper B2B Marketing on a personalised email marketing and LinkedIn advertising campaign which was aligned with sales outreach
Cobra Sport Exhausts increases conversion rate and value by optimising online advertising
The DTC ecommerce site worked with Herd to differentiate its products and brand in a competitive marketplace
Business software company increases conversions by 200% with website upgrade
ChartHop worked with Octopus Group to make its website easier to both navigate and maintain
Explore Econsultancy's Best Practice Guides by topic
How-to reports authored by industry experts and practitioners, covering strategy, planning and execution in digital marketing and ecommerce.
The Fundamentals of Digital Advertising
With the digital arena expanding to include apps, TVs, virtual worlds and even outdoor billboards, digital advertising has grown vastly in size and scope in recent years. This best practice guide looks at how marketers can successfully plan, create, execute and measure digital ad campaigns.
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.
Social Media Advertising 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 to create a successful paid social media strategy. It also covers how to run, manage and evaluate campaigns.
Paid Search Best Practice Guide
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.
B2B Digital Transformation
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.
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.
B2B Social Selling Strategy Best Practice Guide
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.
B2B Content Marketing Best Practice Guide
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 Marketing Best Practice Guide
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.
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 Best Practice Guide
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.
Ratings and Reviews Best Practice Guide
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.
Personalisation Best Practice Guide
Research shows clear benefits for companies that make personalisation part of their business strategy. This report provides guidance on how to enable and deliver personalised experiences at scale through data, tools, techniques and people.
Ecommerce Best Practice: Converting Demand
This report looks at the strategies businesses can employ to convert demand, maximise value and optimise their ecommerce propositions.
Marketing Automation Best Practice Guide
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.
User Experience and Interaction Design
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.
Customer Data Platforms Best Practice Guide
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.
The Fundamentals of Market Research and Insights
Market research provides vital insight into customer behaviour. This best practice guide defines a framework for conducting market research and demonstrates how data can be turned into insight, and then into action.
Ecommerce Best Practice: Measurement
This report discusses the metrics that matter most throughout the ecommerce journey and covers testing and optimisation techniques as well as attribution models.
Marketing Automation Best Practice Guide
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.
B2B Digital Transformation
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.
Digital Transformation: Agility and Innovation Best Practice Guide
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.
Effective Leadership in the Digital Age
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?
Digital Transformation and the Role of Data
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.
Social Commerce Best Practice Guide
As social commerce continues to evolve, it has become an essential part of how many brands do business online. This best practice guide looks at developing a selling strategy across each of the major platforms, including influencer marketing and emerging trends within the space.
Ecommerce Best Practice: Generating Demand
This report looks at how deep customer understanding can help businesses generate demand for their ecommerce propositions and create seamless shopping experiences.
Ecommerce Best Practice: Measurement
This report discusses the metrics that matter most throughout the ecommerce journey and covers testing and optimisation techniques as well as attribution models.
Ecommerce Best Practice: Converting Demand
This report looks at the strategies businesses can employ to convert demand, maximise value and optimise their ecommerce propositions.
Customer Data Platforms Best Practice Guide
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.
Marketing Automation Best Practice Guide
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.
Customer Retention Best Practice Guide
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.
Email Marketing Best Practice Guide
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.
Building a Digital Culture
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.
Digital Transformation: Agility and Innovation Best Practice Guide
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.
The Fundamentals of Modern Marketing Mindset
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.
Effective Remote Working for Marketers Best Practice Guide
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.
Paid Search Basics Best Practice Guide
Part of Econsultancy’s Paid Search Best Practice Bundle, this report covers the basics of paid search including the latest developments in the space as well as the main challenges and opportunities.
Ecommerce Best Practice: Generating Demand
This report looks at how deep customer understanding can help businesses generate demand for their ecommerce propositions and create seamless shopping experiences.
SEO Best Practice: Measurement and Reporting for SEO
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.
SEO Best Practice: Link Strategy and Tactics
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.
Ecommerce Best Practice: Strategy and Operations
This report looks at the fundamentals of ecommerce and discusses how businesses can prime their ecommerce strategy and operations with technology, resourcing and analysis.
Achieving Omnichannel Excellence Best Practice Guide
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 Digital Transformation
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.
Social Media Bundle
A collection of best practice guides containing actionable, real-world insight with detailed explanations to help marketers start and improve their performance on social media platforms.
Social Commerce Best Practice Guide
As social commerce continues to evolve, it has become an essential part of how many brands do business online. This best practice guide looks at developing a selling strategy across each of the major platforms, including influencer marketing and emerging trends within the space.
Influencer Marketing Best Practice Guide
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.
Community Strategy Best Practice Guide
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.
Social Media Platforms Overview Best Practice Guide
This report summarises the features available on the main social platforms, outlining the options for marketers developing social media strategies.
