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.
Data-driven Marketing Best Practice Guide
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.
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.
Implementing a Customer Experience (CX) Strategy Best Practice Guide
This report offers practical and pragmatic advice for developing and implementing a successful customer experience strategy.
Ecommerce: Third-Party Marketplaces Best Practice Guide
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.
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.
Optimising Marketing Spend Best Practice Guide
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.
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.
A Marketer’s Guide to Price Comparison Websites
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.
Getting to Grips with Digital Advertising Best Practice Guide
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.
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.
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. […]
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.
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.
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.
Implementing a Customer Experience (CX) Strategy Best Practice Guide
This report offers practical and pragmatic advice for developing and implementing a successful customer experience strategy.
Social CX and Customer Service Best Practice Guide
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.
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.
Customer Journey Mapping Best Practice Guide
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.
A Marketer’s Guide to Augmented Reality (AR)
A best practice guide exploring the uses, challenges and opportunities of AR for marketers and investigating what the future of this technology might look like. It also explores whether AR will merely be a fad or a lasting form of digital engagement between marketers and consumers.
Customer Data Platforms Best Practice Guide
A report explaining what customer data platforms are, how they can help marketers and how they might change the marketing technology landscape. It also explains the features that characterise CDPs, while clarifying how these platforms differ from other marketing tools.
Gamification Marketing Best Practice Guide
This report looks at the case for investment in gamification marketing, how to plan an effective strategy and deliver it well, including capturing data and achieving viral reach. It also looks at which brands have done it well, and considers what the future holds for gamification.
Data-driven Marketing Best Practice Guide
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.
The Fundamentals of Marketing Measurement and Analytics
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.
AI, Machine Learning and Predictive Analytics Best Practice Guide
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.
Measuring Digital Marketing Effectiveness Best Practice Guide
A best practice guide examining the challenges that will arise due to the technical and regulatory changes to the way marketers can measure digital marketing effectiveness, and looking at how marketers can overcome them.
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.
Segmentations and Personas Best Practice Guide
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.
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.
Customer Data Platforms Best Practice Guide
A report explaining what customer data platforms are, how they can help marketers and how they might change the marketing technology landscape. It also explains the features that characterise CDPs, while clarifying how these platforms differ from other marketing tools.
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.
Change Management for Marketers Best Practice Guide
This report provides marketers with practical guidance and advice on how best to manage change in the context of rapidly shifting technology, consumer behaviour and market dynamics.
Ecommerce: Third-Party Marketplaces Best Practice Guide
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.
AI, Machine Learning and Predictive Analytics Best Practice Guide
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.
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.
Ecommerce Best Practice Guide
This guide is for companies looking to either review their existing ecommerce strategy or create an ecommerce proposition from scratch, including practical tips that can be applied to individual aspects of an ecommerce business to maximise results.
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.
Segmentations and Personas Best Practice Guide
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.
Customer Data Platforms Best Practice Guide
A report explaining what customer data platforms are, how they can help marketers and how they might change the marketing technology landscape. It also explains the features that characterise CDPs, while clarifying how these platforms differ from other marketing tools.
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.
Organisational Structures and Resourcing Best Practice Guide
This report represents a major update on the 2015 Digital Marketing: Organisational Structures and Resourcing Best Practice Guide and covers topics including the rise of martech and the growing importance of customer experience, the key ways of structuring marketing teams, the major steps leaders must take in order to build an effective marketing organisation and more.
Modern Marketing Job Descriptions
This guide covers the challenges specific to hiring for the skillsets required by modern marketing teams in the digital age. It looks at how to use job descriptions as a marketing tool, overcoming the skills gap, building diversity and inclusion into the hiring process, and more.
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?
Developing Future Strategy: Long-Term Thinking for Marketers
A report exploring how to integrate planning for the long-term future into an effective strategy in order to protect against disruption and ensure organisations are prepared for the next big change in business, technology or society at large.
Change Management for Marketers Best Practice Guide
This report provides marketers with practical guidance and advice on how best to manage change in the context of rapidly shifting technology, consumer behaviour and market dynamics.
How Marketers Learn
This report highlights the value of facilitating a learning culture in marketing teams and offers guidance on developing an organisational learning strategy.
Skills of the Modern Marketer
Identifying the key issues, challenges and opportunities around the evolving skills of modern marketers in response to the rapidly changing digital marketing and media environment.
Neurodiversity and Digital Inclusion Best Practice Guide
With evidence that neurodiversity has been of evolutionary benefit to humans, this report examines the potential that neurodiversity brings to not only workplaces but the human race as a whole. It summarises a way of seeing this potential and unlocking it to fuel an especially healthy kind of growth and is aimed at marketers and other business leaders seeking to understand how to stimulate growth.
Search Engine Optimisation (SEO) Best Practice Guide
A comprehensive series of reports covering everything marketers need to know about SEO, aimed at helping marketing teams develop a comprehensive and future-proof SEO strategy that works in markets around the world.
SEO Best Practice: Technical SEO
An in-depth guide looking at the technical considerations for SEO, including how technical decisions can affect a website’s compatibility with search engine guidelines and a site’s ability to be ranked for relevant keyword searches. Part of Econsultancy’s SEO Best Practice Guide.
SEO Best Practice: On-Page Optimisation
This part of Econsultancy’s SEO Best Practice Guide looks at the critical components of on-page optimisation, the practice of improving site rankings by focusing content and ensuring signals sent to search engines are as clear as possible.
SEO Best Practice: Algorithm Updates
An outline of all the important updates to the Google algorithm, from Google’s earliest algorithm changes to important recent updates including 2020’s broad core updates and AI advancements in search.
SEO Best Practice: Changes in SEO
A look at key changes in search since 2016, detailing updates including interface updates and changes within the industry – how shifting approaches towards optimisation for search engine visibility also contribute to overall change.
Google Shopping (Paid Search) Best Practice Guide
A best practice guide showing how campaigns on Google Shopping should be set up and optimised for maximum returns. Part of Econsultancy’s Paid Search Best Practice Guide.
Setting Up Paid Search Best Practice Guide
A best practice guide helping marketers lay the foundations for successful paid search campaigns, covering practical advice on how to work with changes from Google Ads, using the variety of ad formats available, audience targeting, local search, Microsoft Ads, testing creative and the tracking of paid search campaigns.
Video Advertising (Paid Search)
Best practice guidance for advertisers looking to utilise video ads for both brand building and commercial success. Covering ad formats, video-specific metrics and audience targeting alongside real world examples, this report will help marketers create effective video advertising campaigns.
International and Multilingual Paid Search Best Practice Guide
A report helping marketers explore opportunities for expansion across a range of countries and languages, covering what factors to consider when launching a PPC campaign in a new international market.
Marketing Campaign Integration Strategy (Paid Search)
A best practice guide helping marketers test and improve all elements of PPC to stay ahead of the competition and ensure relevance with customers on search. It discusses different bid strategies, ad extensions, how to test messaging and creative, landing page optimisation and how to integrate mobile search into any PPC campaign.
Planning and Strategy for Paid Search
A best practice guide offering step-by-step advice to ensure paid search campaigns are best placed to succeed. From defining budgets, business goals, channels, resourcing and targets, this guide is a useful tool for anyone involved in building or delivering a strategy for paid search.
Paid Search Optimisation Best Practice Guide
A best practice guide helping marketers test and improve all elements of PPC, covering the strengths and weaknesses of different bid strategies, ad extensions, how to test messaging and creative, landing page optimisation and how to integrate mobile search into any PPC campaign.
Implementing a Customer Experience (CX) Strategy Best Practice Guide
This report offers practical and pragmatic advice for developing and implementing a successful customer experience strategy.
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.
Optimising Marketing Spend Best Practice Guide
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.
Product Strategy and Marketing Best Practice Guide
A best practice guide providing marketers with an understanding of product strategy and marketing fundamentals, enabling them to successfully navigate where marketing and product disciplines cross over, and drive business benefit.
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.
Social CX and Customer Service Best Practice Guide
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.
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.
Social Media Strategy Best Practice Guide
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.