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.
An introduction to the third-party cookie crackdown
With so many different developments, it can be hard to keep track (ha!) of what exactly is happening and what all of it might mean. So, here is a potted summary of the key developments in the ‘cookiepocalypse’, the impact they are having on marketing and advertising, and what industry professionals can and should do about it.
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.
This is an excerpt taken from Econsultancy’s Paid Search Optimisation Best Practice 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.
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 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 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 […]
The content of this briefing 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 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 […]
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 […]
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 […]
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.
Augmented reality (AR) is quickly becoming one of the most interesting technologies in the digital space.
The evolving nature of ecommerce means there’s a continuous set of new trends, technology (and terminology) to get to grips with.
Over the past year, the marketing and advertising industry has been abuzz with talk of a ‘cookiepocalypse’.
The content of this briefing is reproduced from Econsultancy’s Change Management for Marketers Best Practice Guide, published November 2019 and written by Neil Perkin. The report is designed to provide marketers with practical guidance and advice on how best to manage change in the context of rapidly shifting technology, consumer behaviour and market dynamics. With […]
The high volume and cost of customer returns and how to deal with it is considered one of the biggest issues currently facing online retailers.
The content in this briefing was originally included in Econsultancy’s Social Media Platforms Overview. It covers the following topics:
This briefing on future trends in customer data platforms reproduces content from Econsultancy’s CDP Best Practice Guide.
The content for this briefing has been reproduced from Econsultancy’s Ecommerce Best Practice Guide.
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.
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.
There is currently a thirst in the industry for a solution to bridge the gap between television advertising and online advertising.
This short briefing gives an overview of user testing to help marketers understand the discipline.
After a decline in users in 2018 and an unpopular redesign that affected ad views, Snapchat has seen growth in 2019.
Throughout the second half of the 2010s, “customer success” – both as a business concept and as a function – has steadily been growing in popularity.
According to research by Ofcom, the average UK consumer checks their smartphone every 12 minutes of the waking day. This level of ‘digital dependency’ (and 24/7 connectivity) means that consumers are now more demanding than ever before.
According to a 2018 study by Juniper Research, spending by retailers on artificial intelligence tools will grow almost fourfold between 2018 and 2022, reaching $7.3 billion per annum – up from an estimated $2 billion in 2018. By 2022, the research found that retailers will be investing in AI tools to improve everything from customer service to sentiment analytics, automated marketing and demand forecasting.
Shopping second-hand is certainly not a new concept.
Fashion consumers are buying more online than they ever have before. So much so, in fact, that Forrester predicts the number of global online fashion buyers will reach approximately 911 million by 2022, making fashion the largest category of online buyers overall.
We are currently in a new age of audio opportunity and potential.
Direct-to-consumer (D2C) brands sell their product directly to consumers, taking away the need for third-party retailers, wholesalers, and other middlemen.
Over the past several years, a clear digital revolution has been taking place in the financial services industry.
In retail, consumers have come to expect a swift and seamless experience online from beginning to end (and beyond the point of purchase). This is what’s known as ‘the Amazon effect’. Car manufacturers (sometimes called original equipment manufacturers or OEMs) and dealerships have struggled to adapt to the complex demands of digitally-savvy consumers. The experience […]
The advent of programmatic trading has revolutionised online advertising by allowing ad placements to be bought rapidly, efficiently and automatically.