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Author: Andrew Warren-Payne
Andrew Warren-Payne is a senior research analyst at Econsultancy where he works on producing industry-leading research, briefings, and best practice guides for the digital marketing industry, including the Top 100 Digital Agencies report. In addition to this, Andrew has helped a broad range of organisations develop their marketing strategies through bespoke research and analysis.
Prior to working at Econsultancy, Andrew worked with start-ups in both London and Seattle with their digital marketing efforts and worked as an independent affiliate marketer.
Examining the paid search impact of the Microsoft Yahoo Search Alliance
With the Microsoft Yahoo Search Alliance having finally made it to Europe, we looked at whether companies and agencies would be considering spending more money on the platform, particularly given concerns about Google’s near-monopoly within the UK search engine market.
For our UK Search Engine Marketing Benchmark Report, published in association with NetBooster, we asked companies how they had changed their paid search budgets across Google, Microsoft/Yahoo, and other search engines.
Where are web analysts focusing their efforts?
In our newly released Online Measurement and Strategy Report, published in association with Lynchpin, one of the key trends to emerge was how the shortage of experienced analysts is impacting on the ability of businesses to gain the most value from their data.
UK paid search market worth more than £4bn – new report
The UK paid search market is expected to grow by 14% and reach a value of £4.19bn by the end of 2012, up from £3.68bn in 2011.
The figure, published today in our UK Paid Search Agencies Buyer’s Guide, includes media spend and money spent on agency services and consultancy.
Search and social media marketing spend remains strong – new report
Digital marketing budgets in search engine and social media marketing are continuing to rise despite challenging economic conditions, according to research released today.
The UK Search Engine Benchmark Report, published in association with NetBooster, has for the past five years shown that companies have continuously invested in the opportunities present in SEO, paid search and social media marketing.
Google launches enhanced listings for brands
With the release of Google+ in September 2011, businesses have been looking to see how the platform can assist in their digital marketing efforts.
In particular, companies have been keen to see how Google+ can impact on search engine marketing.
B2B content marketing: tips from Digital Cream
One of the key areas covered in our B2B Digital Marketing Trends Briefing is that of content marketing.
Built on the views and experiences of B2B marketers who attended Digital Cream London in March this year, one point that was recognised by all was the importance of effective content when looking to become visible on the web.
Q&A: Andy Betts on proprietary technology within SEO
One of the trends highlighted in the recently updated SEO Agencies Buyer’s Guide is that client demands are pushing innovation and the development of proprietary technology – both in-house, and at agencies.
These changes are also impacting on the client/agency relationship.
To explore this theme further, I spoke to independent digital consultant Andy Betts, one of the contributors to the guide.
How B2B digital marketers are using lead nurturing and automation
In our recently published B2B Digital Marketing Trends Briefing, we covered the highlights from 10 roundtables exclusively for B2B digital marketers.
Two related tables were on lead scoring and nurturing (moderated by Bob Apollo) and marketing automation (moderated by Jay Kerr).
The insights from both tables revealed that many B2B marketers did not know where to start with these disciplines, despite recognising their potential benefits.
Digital B2B marketers struggle to overcome internal cultural challenges: new report
On 15th March 2012, Econsultancy held the largest ever Digital Cream event at the Emirates Stadium in London, where senior client-side digital marketers came together in order to share best practice and learn from their peers.
This year's event included separate tables for B2B marketers, who often face different challenges when compared to their B2C counterparts.
The feedback and commentary from both delegates and moderators has been used to create our B2B Digital Marketing Trends Briefing, which provides an insight into the challenges faced by digital B2B marketers.
New report identifies broadening nature of SEO as key trend
A key trend identified in the new Econsultancy SEO Agencies Buyer’s Guide 2012 is that the boundaries of SEO as a digital discipline are continuing to blur. Historically, the responsibility for natural search has fallen to channel specialists with a deep technical knowledge, but now its importance is increasingly permeating other areas.
Email census: only 3% of companies optimise for priority inbox
Econsultancy’s Email Marketing Industry Census, sponsored by Adestra, has for the past five years been assessing how companies and agencies are adapting to meet the challenges and opportunities present in the email marketing channel.
With email being rated very highly as a channel for return on investment (second only to SEO), but the effectiveness of ‘batch and blast’ techniques decreasing, it is important that marketers stay ahead of the game to maintain its effectiveness.
Email Census shows link between email best practice and strong ROI
The results of our sixth annual Email Marketing Industry Census 2012, published today in association with Adestra, has shown that companies consider the ROI from email marketing to be higher than for most other digital channels including social media marketing.
In fact, in terms of the company respondents who said that email marketing was “excellent” or “good” for return on investment, email was higher than any other channel except SEO.
This year's study has also found that companies adopting best practice and using ESP platform functionality (beyond basic 'batch and blast'), are significantly more likely to see a strong financial return from their email campaigns.