Latest Research, Trends and Best Practice
1. Introduction 1.1 Executive summary This report identifies best practice approaches, techniques, challenges and opportunities around storytelling in the context of marketing. It explores how marketers perceive the importance of storytelling to the practice of marketing and the best practice application of storytelling principles to support marketing objectives and activity. The following topics are covered […]
1. Introduction ‘The Future of Marketing’ is based on an exploratory and descriptive research enquiry into the trends shaping the future of marketing. The report examines the main objectives and key priority areas for marketers within the next five years. A survey was conducted among 492 respondents who classified as advertisers/ client-side marketers, media owners […]
The Periodic Table of Content Marketing
This colourful overview of the key elements of content marketing is as relevant today as when it was first unveiled by Econsultancy. An invaluable resource for anyone working on content strategy and planning projects.
New York Bakery Company’s newly implemented programmatic strategy increases engagement by 82% and generates 23.5 million impressions over an eight-week period.
The FA teams with Cognizant Interactive to create a digital transformation programme that used data analytics to develop new content-based experiences.
Lastminute.com boosts site traffic and wins back market share with an SEO and content led campaign.
The Content Marketing Team Matrix
The perenially popular Econsultancy Content Marketing Team Matrix offers a practical look at what makes a content team brilliant, and the necessary skills and roles needed to build one in your own organisation.
From the Blog
User-generated content is certainly not a new marketing strategy, but it appears to be enjoying a renaissance.
How will big brands exercise their voices in the crowded content landscape of 2019? And what’s going to be soaking up the attention of audiences around the world?
The recent layoffs at BuzzFeed have prompted a great deal of discussion, speculation and alarmed commentary, particularly from those in the journalism industry, about whether one of the most well-known new media companies still has a future.
Training Courses and Online Learning
Looking for content statistics and market data?
Browse, save and export over 1,000 content-related statistics and charts collated in Econsultancy’s online Internet Statistics Database. Constantly updated to reflect the latest findings.
Settle down, it’s stats time.
Storytelling within marketing is certainly nothing new. The concept – to create compelling stories that convey a brand’s personality or product – is traditionally used to forge an emotional connection with consumers.
Stories has become one of the most successful formats of social media.
2018 saw the launch of IGTV: Instagram’s new platform for long-form videos that are created “in a vertical format that sit upright in the palm of your hand.”
The marketing and advertising industries have historically been more about fantasy than reality, and female idealisation rather than empowerment.
“Pivot to video” was the buzz-phrase of the mid-2010s: the shorthand for a series of sweeping changes made by digital publishers to shift their content strategy away from text towards the shiny, attractive medium of video.
A short while ago, I wrote about 10 brands using beautifully creative GIFs to enhance the visibility and quality of their content. Many of these well-established brands have a fully-fledged design department working behind the scenes to create the polished examples I identified. If you’re working in a smaller company or start-up, you may not have considered generating branded GIFs as part of your content marketing strategy.
According to a recent independent study sponsored by Prezi, 42% of respondents have become more selective in the content they consume. Furthermore, 66% of respondents consume content they didn’t expressly set out to find, even though 40% of consumers stated they feel bombarded by such content.
GIFs have seen a surge in popularity with the rise of emojis, memes and stickers, and it seems as if every brand under the sun is getting in on the action to make their message heard by increasingly distracted audiences.