Measuring influencer marketing programmes
As brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
An overview of the third-party cookie crackdown
How did we get to the point where one of the biggest web advertising heavyweights is withdrawing its support for third-party cookies, and where do we go from here? In this briefing, we look at the recent developments that led to the current situation, the stances being taken by key industry players, and the alternatives that promise to balance privacy with marketing effectiveness.
What is design thinking?
When people talk about ‘design thinking’ nowadays, they are referring to a specific definition: a methodology and organisational approach to solving problems and building products. Design thinking is about bringing these tried-and-tested methodologies to a wider audience and wider stakeholders across the organisation. Over the past few years, ‘design thinking’ has gone from being an […]
The business case for UX
Whatever the organisation’s relationship with UX, the goal should be the same: to make a product or experience that solves a problem for a user and delights them in the process of solving it. But what about building a business case for UX? Why invest in UX? Why and where is UX important? How do […]
A marketer’s guide to China’s key social media and ecommerce trends
Understanding China’s internet and marketing landscape is no longer just the preserve of ‘China-watchers’ or entrepreneurs who want to start up a business in China.
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 […]
Personalisation in ecommerce: a beginner’s guide
This overview of personalisation in ecommerce is an excerpt from Econsultancy’s Ecommerce Best Practice Guide.
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 […]
How digital is shaping customer experiences in B2B
From an increase in self-serve and personalised experiences to the rise of live chat and marketplaces, here’s how digital technologies are transforming the customer experience in B2B.
The test-and-learn approach in data & analytics: a beginner’s guide
The ability of an organisation to leverage data – either for singular marketing campaigns or wider business strategy – points to a degree of data maturity. It indicates that the process of becoming ‘data driven’ or undergoing ‘data transformation’ as part of a wider digital transformation programme – is underway. Engaging in testing and optimisation […]
Resourcing for social media teams: a beginner’s guide
This briefing explores social media team roles and responsibilities, whether to insource or outsource, how to work with agencies, and where to look for advice on skills development. It is an excerpt taken from Econsultancy’s Social Media Strategy Best Practice Guide.
Defining product strategy, management and marketing
As digital enables more business models to pivot to direct-to-consumer propositions, and products on offer increasingly resemble services, marketers must have a firm grip on the interplay between marketing strategy and product strategy.
Amazon in Asia-Pacific: A 2020 update
Since its launch in Japan in 2000, Amazon has sought to slowly establish itself in some of Asia-Pacific’s biggest markets. However, the ride has not universally been a smooth one. Here’s how Amazon is faring in Asia-Pacific in the year 2020.
The changing face of social content
This is an edited version of a section in Econsultancy’s new Social Media Platforms Trends report, authored by Michelle Goodall, and covers changes to social content, from stories to AR and live video.
The growth of social messaging and chat
This briefing covers messaging trends during lockdown, growth of popular new apps, and wider trends in the space, and is an edited version of a section in Econsultancy’s new Social Media Platforms Trends report, authored by Michelle Goodall.
Influencer sustainability – the trends marketers need to know in the second half of 2020
Brands and businesses must constantly recalibrate how they work with influencers as social platforms change. This briefing covers the latest trends in influencer marketing, including Covid-19, ad spend, trust and TikTok. It is an edited version of the influencer section in Econsultancy’s new Social Media Platforms Trends report, authored by Michelle Goodall. Reduced adspend is […]
The future of AI in marketing
How is AI being utilised in marketing? How might it be used in the near future? And what does this mean for marketers?
PEST, SWOT and scenario planning for marketers: a beginner’s guide
The Covid-19 crisis is an unprecedented event, the exact impact of which is impossible to foresee. However, those organisations that have dealt with the crisis best are those that had robust strategies in place for dealing with the unpredictable. There are a multitude of different tools available to help organisations consider and prepare for potential […]
PPC: A glossary of terms
As a companion to the Paid Search Best Practice Guide, we present this glossary of terms, which aims to demystify some of the most commonly used terms in PPC while illustrating how the fundamentals fit together.
The fundamentals of content strategy: a beginner’s guide
What makes up an effective content strategy? In this article we look at six fundamental elements, and how they can be tackled using the PROSPER framework. This is an excerpt from Econsultancy’s Content Strategy Best Practice Guide.
Successful PPC landing pages: a beginner’s guide
This is an excerpt taken from Econsultancy’s Paid Search Optimisation Best Practice Guide.
Budgeting strategy for paid search: a beginner’s guide
Google’s monetising of the search space has been continuing apace in recent years – more of the search is now assigned to PPC, with up to four paid ads (and a knowledge graph) above the organic search results.
New approaches to digital marketing measurement
Marketers must be aware of the impact that technical and regulatory industry changes are having on the way they measure their digital marketing activity. For some, no changes will be required, for others, new methods must be sought to measure activity.
The state of diversity and inclusion in marketing: 2020
The content of this briefing is taken from Econsultancy’s Career and Salary Survey Report 2020, produced in association with Marketing Week. First launched in 2015, this annual report is the industry’s most in-depth census of marketing careers and salaries in the UK, presenting a robust look at workplace trends and the experiences of marketers. This briefing will look […]
The gender gap in marketing in 2020: pay, benefits, overtime and happiness
The content of this briefing is taken from Econsultancy’s Career and Salary Survey Report 2020, produced in association with Marketing Week. First launched in 2015, this annual report is the industry’s most in-depth census of marketing careers and salaries in the UK, presenting a robust look at workplace trends and the experiences of marketers. This briefing […]
How to create better marketing job descriptions: a beginner’s guide
The content of this guide is taken from Econsultancy’s Modern Marketing Job Descriptions Best Practice Guide, written by Rose Keen. The report offers hiring managers and recruitment teams the tools to write better job descriptions for in-demand roles. From building in inclusivity from the beginning to ensuring discoverability, this guide offers a framework to help […]
The feedback economy: challenges, growth, and the role of AI
The content of this briefing is adapted from Econsultancy’s Ratings and Reviews Best Practice Guide. It covers: The key challenges of embracing the feedback economy (and how to overcome them) Fear of negative feedback Fear of too much feedback Unrealistic consumer expectations Lack of internal resource Fake reviews The factors that have fuelled the growth […]
How digital is shaping customer experiences for FMCG brands
FMCG brands have historically generated the lion’s share of their sales offline, with consumers typically buying their groceries, toiletries, and other consumables from supermarkets or third-party retail stores. In recent years, however, the rise of digital technologies has resulted in changing consumer expectations, and a greater demand for convenience, better brand relationships, and an omni-channel […]
How to run a customer journey mapping workshop: a beginner’s guide
The content of this briefing is taken from Econsultancy’s Customer Journey Mapping Best Practice Guide. This abridged version will cover: Pre-workshop Agree who attends Find a place Agree who moderates Create an agenda Include personas and hypotheses Mapping software. During workshop Successful facilitation Being the customer Teamwork Capturing conversation, Post-workshop Introduction Customer journey workshops help […]
What is the future of augmented reality?
Augmented reality (AR) is quickly becoming one of the most interesting technologies in the digital space.
A glossary of ecommerce terminology
The evolving nature of ecommerce means there’s a continuous set of new trends, technology (and terminology) to get to grips with.
Getting started with Instagram: a beginner’s guide for marketers
The content in this briefing was originally included in Econsultancy’s Social Media Platforms Overview. It covers the following topics:
Future trends in customer data platforms
This briefing on future trends in customer data platforms reproduces content from Econsultancy’s CDP Best Practice Guide.
Ecommerce platform selection and integration: a beginner’s guide
The content for this briefing has been reproduced from Econsultancy’s Ecommerce Best Practice Guide.
A glossary of SEO terminology
As a companion piece to the Search Engine Optimisation Best Practice Guide, we present this glossary of SEO terms, which aims to demystify some of the most commonly used terms in SEO while illustrating how the fundamentals fit together.
Getting started with TikTok: a beginner’s guide for marketers
After the failure of promising startups such as Peach, Ello and Mastadon, many wondered if we would ever see the rise of another social media giant again. But TikTok looks like it has gathered a mass audience and is here to stay.
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