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How has marketing changed? In what ways does it still need to change?
Although there are many answers to these common questions, with huge topics such as social, content, mobile and data coming into play, the one thing that remains abundantly clear is that the customer is now in charge.
Building a customer first approach should be the main priority in all business strategies, particularly as we begin to understand the power of data and how it can help us create deeper, more meaningful and accurate customer engagement.
But how have these customer-empowered channels reshaped marketing budgets? How has the use of digital marketing channels caused the marketing landscape to evolve? How have marketers leveraged their technology investments to build stronger customer relationships?
This research has the goal of providing guidance for the future through specific benchmarks from digital marketing leaders from various global organisations, focusing on the technology priorities, the strategies they support and the marketing budgets with which they’re aligned.
Here are some of the key findings…
Time tracking is a fact of agency life. You do some work, you record your time. This is logical because you’re charging by the hour: tot up the hours done at the end of the month and you can send an invoice.
But time tracking is something that in-house marketers seem to have never got on with. Surely the only point of doing it is for management to monitor how long your tea breaks take?
If they introduce time tracking, what will the next step be? Rationing of biscuits? A maximum number of loo breaks?
This idea misses something very important: for some activities tracking time is the only way of measuring and improving return on investment.
And at the end of the day, that’s what your boss (and his boss) care about.
Here's a round up of infographics, which we've created to accompany some of our survey reports this year.
The topics we've covered include cross-channel trends, budgets, data-driven marketing and essentials skills for modern marketers.
Engagement. That word means a lot of different things to a different people, but there’s no denying the fact that we all want it.
Whether it’s comments, shares, Likes, Retweets… engagement shows you just how much people care about your brand.
Part of my role at Econsultancy is getting people to engage more with our content on our social channels, so I thought I’d list a few methods that should see your engagement rocket.
Come on, let’s go and blow the doors off...
At Econsultancy we do a number of events and research focused on B2B marketing. Indeed the upcoming Festival of Marketing has a whole stage dedicated to it.
A recurring theme is the relationship between sales and marketing.
In most B2B organisations, sales is still the dominant function. We often hear that sales and marketing should work more closely to together, focus on the whole customer journey, establish agreed processes, terminology and definitions (what exactly do we mean by a ‘sales qualified lead’?), hand off points and so on.
In this post I take a term that you’re all probably well aware of and try to enlighten myself, and hopefully the few of you who are just as baffled as me, on its actual meaning.
As I dive deeper and deeper into the world of digital marketing even more words and phrases float up to reveal themselves, particularly ones that perhaps are more on the business end of the spectrum.
Many marketing gurus and job ads mention pivot tables as a 'must have' skill.
But guides on how to use them are usually too general. Here's a specific example of how - and why - a digital marketer would use pivot tables.
As a digital marketer you are often faced with the task of making sense of log files. But log files are a blessing and a curse.
A blessing in the sense that they capture everything, but a curse in the sense that we are then expected to turn hard-to-read data into organized reports.
Benchmarking, for those that were in the know, was once a fantastic feature of Google Analytics.
Discontinued in 2011, and then followed by the removal of Adplanner the following year, meant it became a lot harder to contextualise the great work marketers were doing and get valuable market information.
Alternatives for benchmarking have always been available, based on toolbar tracking or proprietary stats vendors for example, but those that used Google Analytics benchmarking reports loved the feature for its simplicity, the fact that it was perceived to be well informed, and of course it was free.
Well, as announced on the Google Analytics blog today, this ever popular feature has been revived.
For those that opt in to anonymously share their data, version one of the new implementation is being rolled out to all Google Analytics Universal users, with promises of much more to come in the future.
This week the stats roundup offers you programmatic trading, international ecommerce, phablet shipments and the ever popular Twitter and TV.
Don't forget to check out the Internet Statistics Compendium for more internet marketing data and charts.
August marked the 20th anniversary of the first ever online transaction - a copy of Sting’s album Ten Summoner’s Tales.
Since then, ecommerce has gone from strength to strength with 95% of us now shopping online.
In the same way music trends have come and gone, over the last two decades marketers have had to evolve the way they engage with consumers online; fielding both shifts in consumer behaviour and the way Google displays its results.
If there is one thing that retail marketers have learned about advertising on search engines over the years it’s that relevancy is a key to success. Google’s latest update aims to make this easier. Google Shopping ads (previously known as product listing ads or PLAs) were introduced this month to allow advertisers to set up and manage campaigns in a more intuitive way.
However, with the vast number of marketers who have grown accustomed to PLAs and already have existing PLA campaigns running, there are undoubtedly many wondering how this change will affect them.
Below are my own ten ‘summoning’ tips for marketers to help make the most of the change from PLAs to Google Shopping.
The news this week that Twitter has opened up its analytics platform to all is a welcome one for all marketers that value data validation within their decision making process.
The announcement comes hot on the heels of the news from Pinterest that it has, for the first time, also opened up its vast treasure trove of data to businesses via its new interface.
Data-driven content strategy is something I have spent the past 15 years pursuing and so the addition of such insight moves that process on further than ever and today I want to look at actionable ways in which these new platforms can be used.
Three’s a crowd, and I’m not referring to failed 80s sitcoms. I’m talking about customer relationships.
Yet according to a study by the UC Berkeley Center for Law and Technology, 85% of the top 1,000 websites have cookies set by a third party.
Propelled by widespread anonymity in the early days of the Internet, third-party cookies have undoubtedly become a staple for many marketers, tracking consumer behaviors across the web with the promise of uncovering invaluable insights.
Not only is this an invasion of consumer privacy (more on that later), but it also prevents businesses from truly knowing and understanding their customers.
First-party data, transparently collected via voluntary user registration, on-site activities and interactions, removes data brokers as middlemen, establishing direct brand and consumer connections and fostering 1:1 relationships.
Let’s take a look at three ways that third-party cookies are hurting your customer relationships, and how first-party data can be collected and used to improve audience understanding and user experiences.