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The latest global marketing and digital insights you need to know, from Econsultancy’s analysts and experts

A day in the life of… Richard Wilson, CEO of Clickon

Today’s ‘Day in the Life’ features Richard Wilson – the CEO of creative production and marketing solutions company, Clickon. Clickon’s core focus is sustainable advertising – the company delivers sustainable creative production for in-house brand studios, agencies, and production companies. Clickon has also made the commitment to become carbon neutral by 2025. I spoke with Richard […]

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Three ways influencer marketing is evolving in 2021

Marketers upped their spend on influencer marketing in 2020, as brands strived to connect with consumers in a more authentic way. According to a Takumi study, undertaken in October 2020, 73% of marketers surveyed said they had allocated more resources to the strategy in the past year, with 60% agreeing that influencer marketing provides better […]

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Will subscription retailers retain customers post pandemic?

Brands like Dollar Shave Club, Birchbox, and BarkBox have all seen success with a subscription model in the past- way before the pandemic began. However, the growth of the subscription model has accelerated since Covid-19, as consumers have sought out new ways to shop online. According to a report published in June by the Royal […]

Adrian Frenzel

A day in the life of… Adrian Frenzel, CEO and Founder of EatFirst

In today’s ‘Day in the Life’, we chat to Adrian Frenzel, the CEO and founder of corporate catering company, EatFirst. Adrian talks about his past experiences as Co-CEO of Hello Fresh USA, how EatFirst has navigated the pandemic, and his predictions for the future of the food delivery market. What was the motivation behind creating […]

Five benefits of effective multichannel inventory management

The rise in online demand since the pandemic has put multichannel retailers (and their supply chains) under increased pressure. And research suggests that a large percentage of brands could be struggling to keep on top of it.  A survey by Profitero found that 41% of brand professionals do not have a specialised team or the […]

Close-up of a smartphone held in front of a desktop computer with the Ebay logo displayed on its screen.

Why have an eBay strategy in 2021?

In this article, I’ll take a look at eBay in 2021: its size, the markets where it is popular, and what types of products sell best on the platform. I’ll also look at eBay’s offerings for businesses and how brands can benefit from a presence on the site, as well as tips for how to optimise that presence, drawing on material from Econsultancy’s recently-published Third-Party Marketplaces Best Practice Guide.

Illustration depicting a sales funnel with digital means of communication going in and money coming out

How well are B2B sales teams rising to the challenges of digitisation?

The rapid digitisation brought on by the Covid-19 pandemic has forced a sea change in how sales, and particularly B2B sales, are conducted. Once a discipline that revolved around face-to-face meetings, trade shows and personal connections, sales teams during Covid-19 have needed to adapt to a new world of online touchpoints and virtual meetings – […]

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Cause marketing: Examples from Uber, Starbucks & JetBlue

Cause marketing has come to the forefront since the pandemic, with many big brands recognising the importance of charitable giving – and the impact it can have on consumer opinion. IBM research found that, in 2020, 40% of consumers now fall into the category of ‘purpose-driven’, meaning they seek out companies which align with their […]

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How does marketing operations make B2B organisations more efficient?

Marketing operations, or MOPS, is all about planning, process and measurement. It goes beyond project management to encompass the people, processes, technology, and data that powers a business’s overall marketing strategy. Ultimately, MOPS should make businesses more efficient and able to adapt quickly to change. Indeed, Adobe’s 2021 Digital Trends report found that B2B organisations with […]

Latest briefings

What is digital shelf analytics?

With even more retailers now battling for space on the ‘digital shelf’ (i.e. the various places that we search, research, and buy products online) – being able to effectively capture the consumer’s attention is key. To increase the chances of this happening, retail brands must stay on top of multiple factors, such as ensuring product […]

An overview of the third-party cookie crackdown

In March 2021, Google announced on its Ads & Commerce blog that it was “Charting a course towards a more privacy-first web”. The blog post was a re-affirmation of Google’s commitment, first revealed in January 2020, to remove support for third-party tracking cookies in Chrome from 2022, and contained further details about how it plans […]

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