B2B businesses embarking on digital transformation programmes must factor in a growing demand for ecommerce and a shift in approach towards customer-centricity. This report provides best practice on the opportunities and challenges involved.
Pragmatic advice for marketers, HR professionals and other leaders about how to apply, support and promote a digital culture within teams and organisations, in order to enable greater agility and improved customer experience.
A report exploring how organisations can adapt to changing circumstances by applying key agile principles to marketing, ecommerce and innovation practice, with best practice recommendations, case studies and useful frameworks for identifying the key building blocks of achieving greater agility, enhanced innovation and organisational change.
This report defines best practice strategies, tactics and approaches from disruptive brands and businesses and distils key learnings that marketers can usefully apply in their day-to-day roles.
A best practice guide providing marketers with a pragmatic guide to data-driven marketing, covering the essential areas and setting out key strategies, methods and guidance that can support best-in-class execution.
Leadership and Change
This report represents a major update on the 2015 Digital Marketing: Organisational Structures and Resourcing Best Practice Guide and covers topics including the rise of martech and the growing importance of customer experience, the key ways of structuring marketing teams, the major steps leaders must take in order to build an effective marketing organisation and more.
This report provides marketers with practical guidance and advice on how best to manage change in the context of rapidly shifting technology, consumer behaviour and market dynamics.
A report drawing on the Effective Leadership in the Digital Age research, which set out to answer one key question: what does it mean to be a ‘digital leader’ in the context of digital transformation?
A report exploring the key lessons that can be learnt from responses to the Covid-19 pandemic from organisations in sectors, such as retail and education, that have seen an accelerated shift towards digital transformation, including actions businesses can take forward when the world starts to return to business as usual.
This report offers practical and pragmatic advice for developing and implementing a successful customer experience strategy.
A best practice guide providing marketers with an understanding of product strategy and marketing fundamentals, enabling them to successfully navigate where marketing and product disciplines cross over, and drive business benefit.
A report exploring how to integrate planning for the long-term future into an effective strategy in order to protect against disruption and ensure organisations are prepared for the next big change in business, technology or society at large.
How Marketers Learn
This report highlights the value of facilitating a learning culture in marketing teams and offers guidance on developing an organisational learning strategy.
Consumer Perception and Brand
A best practice guide offering an in-depth look at brand purpose: what defines it, how to create and implement a purpose, and featuring examples and ways to measure its impact.
1. Introduction 1.1. Executive summary Trust is seen as a crucial element of brand success. With increasing disruption and competition across all sectors, trust becomes even more important for brands to focus their efforts on. Last year, fake news was a highly contentious issue and it raised concerns about where a brand’s content was appearing. […]
This report explains how consumer neuroscience and consumer psychology can benefit digital marketers for strategy and implementation. It examines consumer neuroscience as a market research discipline, and explores cognitive concepts that can be directly applied by digital marketers.
A best practice guide looking at the strategies marketers should deploy to transform new customers into repeat customers, as well as how to optimise long-term loyalty and advocacy among the highest value customers.
Leadership is changing in a digital world where rapid change continues to create both challenges and opportunities for businesses and leaders alike. This quick guide contains useful insight and practical models to help leaders understand and navigate this changing environment.
A condensed version of Econsultancy’s Change Management for Marketers Best Practice Guide exploring how to best manage change in the context of rapidly shifting technology, consumer behaviours and market dynamics.
This quick guide gives an overview of the changing dynamics affecting organisational structures and resourcing in the modern marketing landscape. It offers guidance and practical models to help leaders identify and work through the challenges and requirements of digital capability at all levels of maturity in an organisation.
A quick version of the Digital Transformation and the Role of Data Best Practice Guide, providing marketers with a starting point for actioning digital transformation by building a data-led strategy.
An abridged version of Econsultancy’s Learning from Digital Disruptors Best Practice Guide, looking at how disruptive businesses operate, and the strategies and tactics they adopt for success.
This quick guide provides advice for businesses seeking to define or rework their brand purpose. It looks at why brand purpose has become a vital component of modern marketing, and why integrating and communicating it effectively can help win customer loyalty and increase employee satisfaction and retention.
A quick version of Econsultancy’s Trust, Transparency & Brand Safety Best Practice Guide covering three of the main themes marketers should consider in order to build trust in their organisations.
This quick guide looks at the business benefits of planning for the long term by foregrounding customer needs and adopting an agile approach. It discusses how businesses can develop a long-term strategy to help them face challenges both present and in the future.
This quick guide looks at the increased role of product strategy and marketing caused by growth in direct-to-consumer propositions and products-as-a-service. It provides marketers with a practical guide to the essential principles, processes and practices surrounding these increasingly critical areas.
A quick version of Econsultancy’s Skills of the Modern Marketer report, which examines the changing marketing landscape and the key skills required to be successful in this environment.
This quick guide introduces businesses to the modern marketing mindset, developed through Econsultancy research. It explains the 10 key characteristics that define it and highlights the benefits organisations can reap from cultivating a modern marketing mindset among their employees.
This quick guide provides an overview of consumer neuroscience and its application in digital marketing. It looks at how key concepts from consumer psychology can inform content, messaging and user experience (UX) design.
This quick guide looks at the definition of neurodiversity and outlines why it is important and beneficial for organisations to consider the broad spectrum of neurodiversity in all aspects of businesses, from recruitment to accessibility, through to developing a whole approach to digital inclusivity.
This quick guide looks at the business case for prioritising customer retention and developing a strategy that establishes it as an organisational objective. It discusses the long-term benefits that can come from fostering loyalty, and provides marketers with tactics that can help with the development and execution of a customer retention strategy.
This report is a quick guide to customer lifetime value (CLV), defining its meaning and laying out the business benefits of tracking it. It covers different approaches to measurement and the importance of customer loyalty in the context of CLV.
A quick guide covering the main areas that marketers should consider when setting their measurement strategy, including the benefits of calculating ROI, how to select the right ROI model and getting to grips with data.