Our Modern Marketing Manifesto makes the bold declaration that social media are changing business culture with the onus now on marketers to help create businesses that ‘have social in their DNA’.
For many organisations, attitudes within the boardroom towards social are a microcosm for ‘digital’ more broadly. An appetite for embracing social is often indicative of a C-suite understanding that changing consumer behaviour necessitates a focus on digital.
As Econsultancy CEO Ashley Friedlein explains in this post, digital stands for a focus on the customer experience, irrespective of channel, and a move towards a digital culture.
With so much attention now being given to 'owned' and 'earned' media, it's easy to forget that it is still paid media which command the biggest chunk of marketing budgets and where the stakes are highest.
However, despite the large sums of money being invested, new research by Econsultancy and Adobe shows that few companies are taking an integrated and cross-channel approach to paid-for digital media.
Effective cross-channel marketing is a key requirement for companies wishing to build deeper and more conversational relationships with customers.
Our recent trends briefing on this topic explored some of the key issues facing marketers aiming to adopt a more integrated approach to marketing communications.
Also in partnership with Responsys, we have now launched our second annual survey on cross-channel marketing to understand whether companies are stepping up to meet growing customer expectations.
Econsultancy has today published a new best practice guide aimed at companies wanting to join up online and offline data, bringing together their often separate web analytics and offline business intelligence platforms.
Below, the report's author Julian Brewer answers some questions about the widespread challenges and opportunities that inspired him to write this report.
Mark Johnston is responsible for an array of Microsoft UK websites and blogs aimed at both businesses and consumers.
Below, he talks about the complexity of meeting the needs of numerous stakeholders and personas, and how his team has developed a framework of responsive web templates partly as a result of exponential mobile traffic.
Econsultancy last week published a Big Data Trends Briefing, in association with TagMan.
The report contains input from CRM strategist and consultant, Andrew Campbell, and Dr Duncan R Shaw, an information systems lecturer based at Nottingham University Business School.
Below, our two independent experts provide answers to some big data questions.
Last week saw the launch of the Econsultancy / WhatUsersDo User Experience Survey Report at an event held in London, with a panel of brands including Hobbs, PhotoBox and UBM.
Below, for the benefit of those who couldn't attend the event, the panellists answer some questions about the research and the approach to user experience within their organisations.
Sarah Chambers is Site Operations & Development Manager at fashion retailer Radley and Co, focused on optimising the website to improve customer experience and conversion rates.
Her role involves overseeing a data-driven approach to website optimisation that combines analytics, usability, design and testing. We asked her a number of questions about her approach, and the company's work with RedEye to improve conversion rates.
David Sasson is COO of content discovery solution Outbrain, the sponsor of the Content Marketing Survey Report being published by Econsultancy next week.
David, who will be on the panel for the research launch event in London next Wednesday, spoke to us about the growth of content marketing and what the company's platform can offer for publishers, advertisers and consumers.
This month has been a busy time for the online display advertising world with the huge dmexco trade show in Cologne followed by AdTech and two display-focused conferences taking place in London last week.
This post covers some of the main trends and challenges discussed at these events, some of which were outlined in my State of Display presentation at OMMA Display.
While there is much excitement around the growth of real-time bidding, there has also been plenty of realism and candour about the industry's on-going struggle to address the issues which are preventing brand advertisers from investing more of their advertising budgets.