Experience Index: 2020 Digital Trends
The 2020 Digital Trends report looks at the most significant digital-related trends driving marketing and customer experience strategies, with a focus on understanding challenges, opportunities and priorities.
What Consumers Think About Influencer Marketing
This report explores the attitudes and perceptions of young consumers towards digital influencers and follows on the heels of the Influencer Marketing 2020 report, which is a study of the digital marketer’s view on influencer marketing.
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14 examples of augmented reality brand experiences
The global AR market is projected to grow from $6.12 billion in 2021 to reach $97.76 billion by 2028. The Covid-19 pandemic has undoubtedly accelerated investment of late, driven by the greater need for companies to deepen customer relationships via digital platforms. Within the context of marketing, augmented reality allows brands to offer unique and […]
Five examples of clever content marketing from direct-to-consumer brands
In the past few years, we have seen a wave of direct-to-consumer brands offering niche products and services through digital channels.
How Disney World has mastered customer experience
If there’s one company that knows a thing or two about keeping its customers happy, it’s Disney.
Ecommerce Trends
This report identifies, analyses and evaluates emerging ecommerce trends and considers how brands can navigate them.
Ecommerce Best Practice Guide
Econsultancy’s Ecommerce Best Practice Guide lays out a comprehensive blueprint for businesses looking to update their existing ecommerce offering or develop a new proposition. The report gives in-depth guidance on strategy and operations, generating demand, converting demand and measurement in ecommerce.
Content is king: Disney+ hits 10m subscribers in 24 hours
The streaming wars are officially on as Disney launched its $6.99 per month Disney+ streaming service on Tuesday in the US, Canada and Netherlands. And despite some technical glitches, the launch proved to be one for the record books as some 10m people subscribed to the much-anticipated service. For comparison, as Bloomberg media analyst Geetha […]
How Movember grew to five million Mo Bros and Sistas
Movember’s Global Marketing Director, Paul Mitcheson, spoke on day one of the Festival of Marketing 2019 last month and shared the steps the organisation took to become a global movement for men’s health, and how he thinks Movember will have a lasting impact in the future.
10 of the best ad campaigns from the UK’s top supermarkets
The UK’s biggest supermarkets are constantly vying for consumer attention.
Hybrid CX: Four use cases for retailers integrating smartphones into stores
According to an August 2018 study by Salesforce, 71% of shoppers use a mobile device in-store – a figure up from 62% in 2017.
Why Spotify is becoming the place to be for brands
Spotify is perhaps not the first platform that springs to mind for social marketers, with the majority of brands focusing on the likes of Facebook and Instagram first and foremost.
Social Media Advertising
1. Introduction This guide has been written to complement Econsultancy’s Social Media Strategy Best Practice Guide, Social Media Platforms Overview, B2B Social Media Best Practice Guide and Paid Search Best Practice Guide. The purpose of this guide is to provide an overview of the opportunities, risks and the required investment of time, effort and budget […]
Six ways brands can respond to the “demetrication” trend in social media
Digital marketing is, on paper, all about metrics. Never before have marketers had access to so much data and the ability to track and monitor their campaigns, often in real-time no less. But some of the decisions marketers make, particularly in the world of social media, are based on public metrics that could be going […]
Social Media Strategy Best Practice Guide
A guide providing marketers with a framework for developing a social media strategy, summarising the main considerations including frameworks and models for connecting with audiences, successful strategies for integrating customer service into social media and the opportunities of social listening.
Four reasons to start mapping your customer journey
The path to purchase or conversion is no longer linear, with customers often using a variety of devices and channels.
Walking in their Footsteps – The Business Case for Customer Journey Mapping
A report exploring the state of Customer Journey Mapping at a time when customers no longer travel a predictable or linear path. Customer Journey Mapping increasingly helps marketers to discover and describe new paths to purchase; this report looks at its impact and success factors.
Staff management during digital transformation
The shift toward a more customer-centric, omni-channel approach to marketing is a fundamental transformation affecting many industries.
3 Steps to Investing in Better Marketing
A best practice guide exploring how businesses can improve the value they are getting out of their technology by optimising the people, data and processes within their marketing departments.
How brands are reaching audiences on ‘ad-free’ streaming platforms
The popularity of streaming shows no sign of waning.
Four tips for getting the most out of a Customer Data Platform (CDP)
The customer data platform (CDP) has experienced a rapid rise in popularity as a marketing technology platform over the past three years, as marketers have increasingly sought a way to make sense of reams of customer data and create a 360-degree view of the customer.
Four marketing lessons we can learn from the success of Depop
Social marketplace Depop surpassed 13 million users in June. This, combined with a $62 million boost in funding, marks a seminal year for the company.
Developing Future Strategy: Long-Term Thinking for Marketers
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.
Three keys to Coca-Cola’s success on social media
In 2019, the general state of play of social media for FMCG brands has transformed from its product-focused beginnings to a more content-driven approach. As social media has evolved and matured, consumers’ thirst and expectation for original, authentic content have increased exponentially… and the world’s biggest brands are not excused. Coca-Cola is one such brand that has […]
10 deliciously creative Domino’s Pizza marketing campaigns
Nearly a decade ago, Domino’s Pizza was known as the poor man’s Pizza Hut. Not a patch on Papa John’s, and unable to satisfy the growing consumer desire for a ‘posher’ slice found in the likes of Pizza Express. Today, Domino’s is the largest pizza chain in the world, having surpassed Pizza Hut in global […]
With programmatic, digital outdoor can truly deliver its full potential
It may not surprise digital marketers to hear that The Trade Desk has further embraced programmatic this quarter.
How performance marketing managers can avoid extinction in an automated age
We’re in an era of great change within the performance marketing landscape as more and more of what a performance marketing manager would do on a day-to-day basis is becoming more automated by Google and Facebook.
Six ways brands can respond to the “demetrication” trend in social media
Digital marketing is, on paper, all about metrics. Never before have marketers had access to so much data and the ability to track and monitor their campaigns, often in real-time no less. But some of the decisions marketers make, particularly in the world of social media, are based on public metrics that could be going […]
Social Media Strategy Best Practice Guide
A guide providing marketers with a framework for developing a social media strategy, summarising the main considerations including frameworks and models for connecting with audiences, successful strategies for integrating customer service into social media and the opportunities of social listening.
Four reasons to start mapping your customer journey
The path to purchase or conversion is no longer linear, with customers often using a variety of devices and channels.
Walking in their Footsteps – The Business Case for Customer Journey Mapping
A report exploring the state of Customer Journey Mapping at a time when customers no longer travel a predictable or linear path. Customer Journey Mapping increasingly helps marketers to discover and describe new paths to purchase; this report looks at its impact and success factors.
The new age of audio: What does it mean for advertising?
We are currently in a new age of audio opportunity and potential.
The continued fight against ad fraud
Ad fraud is a huge problem that some estimate is responsible for billions of dollars in wasted ad spend every year. In an effort to combat ad fraud, the IAB in 2017 finalized a specification for ads.txt, a new standard for fighting inventory spoofing and unauthorized sellers.
Is digital advertising a lot less effective than the ad industry believes?
“Digital advertising is the most accountable and effective form of advertising in existence.”
Machine learning in online advertising: the importance of first-party data and lookalike audiences
Fuelled by the availability of large data sets, cheap cloud computing power and growing confidence among marketers, machine learning is radically changing the marketing function and the way advertisers can reach their audiences.
As YouTube opens up ad inventory on “edgy” videos, should advertisers bite?
Historically, brand safety has been a significant concern for advertisers and for good reason. The vast majority of brands don’t want their ads displayed alongside content that is objectionable – or even worse.
How TikTok owner ByteDance rose to become China’s second-biggest digital ad player
ByteDance, the company behind the wildly popular short video app TikTok, is a rapidly rising star in the Chinese tech scene.
How to optimise Google Shopping campaigns to increase ROI and minimise costs
Anyone who has ever set up a campaign to advertise on Google will know how easy it is to spend budget. Akin to those slot machines you visit once a year at the seaside, if you’re not careful it can fast become the digital version of flinging coins down a chute and hoping you win a few back.
How Google keeps searchers within its own universe
Google is gradually evolving from being a provider of website listings into a ‘response engine’ that seems to increasingly stop searchers from moving away from its own ecosystem.
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How to combat rising CPCs in competitive paid search markets: Maximising click value
When most people talk about improving paid search performance they talk about tactics like using single keyword ad groups, but in the most competitive markets everyone is using advanced paid search tactics. So how do you get ahead?
Paid Search Best Practice Guide
Econsultancy’s refreshed and updated series of Paid Search Best Practice guides covers everything marketers need to know about the complex, though potentially very lucrative, area of paid search advertising.
The evolution of SEO
What are the most important Google ranking factors for SEO? Look up this question (on Google, naturally) and you’ll find a wide array of different articles each claiming to have THE definitive answer on what you need to pay attention to in order to rank highly in search.
Is lack of conversion a worrying trend for SEO?
Since it became the world’s dominant search engine, ranking well on Google has been a make-or-break proposition for many businesses. Countless companies adept at SEO can thank Google for their success.
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Should you bid on your competitors’ brand terms? A simple test for PPC
In the last couple of weeks the competitor and brand bidding debate has once again reared its ugly head when Basecamp.com ran this controversial ad below.
How responsive brands can drive revenue through reviews
The direct link between revenue and reputation is so clear that brands who do not pay attention to reviews risk missing out on improved search performance, better click-through rates and, ultimately, more sales.
SEO Best Practice: The Fundamentals of Search Engine Optimisation
A report introducing the key concepts and terminology of SEO, examining the makeup of a search results page and providing a foundation in the discipline of optimising pages for the search engines.
Machine learning offers a data-led way of analysing link relevancy for SEO
Analysing the link profile of a website is one of the most important parts of developing an SEO strategy.
Is Google’s new BERT technology another nail in traditional SEO’s coffin?
Last week, Google unveiled Bidirectional Encoder Representations from Transformers, or BERT, which Google VP of search Pandu Nayak calls “the single biggest change we’ve had in the last five years and perhaps one of the biggest since the beginning of the company.”
18 stats that show how search and SEO are changing
It has been more than two decades since some of the earliest web search engines were launched. Last year, the company behind the world’s biggest and most well-known search engine, Google, celebrated its 20th anniversary.
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Five dos and don’ts for capturing customer email addresses on retail websites
Consumers are becoming increasingly wary of clogging their inboxes with yet more retailer messages.
The killer metric for email subject lines that ‘experts’ don’t understand
Given the choice between certainty and uncertainty in any given scenario, most would opt for the former. As a species, we humans are a lot more risk-averse than we like to think.
Switching to objective-led email testing for long-term gain
Testing is an essential aspect of email marketing because it can deliver meaningful results you can use to operate a more effective email programme.
Email Marketing Best Practice Guide
1. Introduction 1.1. About this report Econsultancy’s series of Best Practice Guides have been created for internet professionals who typically work in marketing or ecommerce roles. The guides steer readers to ensure that projects and strategies are executed in the right way for optimal results. Given the ongoing significance of email to most organisations in […]
Six important elements of a win-back email campaign
There are many reasons why a customer might stop engaging with a brand’s emails.
The Digital Outlook: What’s hot for marketers in 2019?
Econsultancy’s inaugural Digital Outlook report highlights emerging technology and processes across disciplines such as search marketing, data and analytics, and ecommerce.
The best digital marketing stats we’ve seen this week
This week’s stats roundup includes news about streaming platforms, digital skills, payment UX and more.
The rise of digital dashboards for analytics
In the last few months, I’ve noticed a trend emerging at the analytics meetups and events I attend. People are talking more and more about digital dashboards. I’ve even heard people advocate throwing out monthly reports, as they hail the arrival of democratised data in the form of swish new dashboards.
The latest brand digital transformation moves
A look at the most important transformation stories arising from sectors from media and streaming to retail and travel.
The best digital marketing stats we’ve seen this week
Read on for this week’s digital stats roundup, which includes news about cart abandonment, fast-growing brands, luxury shopping, and programmatic advertising.
The best social media stories and campaigns from September 2019
September’s social media roundup includes platform news from Snapchat, Instagram and YouTube, as well as campaigns from Oxfam, the COPI and Google. Without further ado, let’s get into it. (Remember to check out our bundle of Social Media Best Practice Guides, and Econsultancy subscribers can also watch our latest social media webinar on demand) The Rundown […]
The best digital marketing stats we’ve seen this week
This week’s stats roundup includes news about UX, Facebook, and travel brands.
The best digital marketing stats we’ve seen this week
This week’s stats roundup includes news about Singles Day, data exchange after Brexit, mobile messaging, and lots more.
Four strong indicators that your marketing analytics programme will fail
Marketing analytics has been making strong inroads into agencies’ toolkits for the last three years. Machine learning-powered sentiment analysis, predictive analytics, programmatic advertising and a cohort of other AI use cases in marketing are a frequent subject on the lips of CMOs.
The top 25 Econsultancy blog posts of 2019
The year is coming to a close, with continued unease about data collection and targeting, heaps of sentiment we call ‘brand purpose’, confusion about real-time bidding and EU regulation, a feeling in some quarters of ’emperor’s new clothes’ about personalisation and customer experience, and that’s just the good news!
The best digital marketing stats we’ve seen this week
Ready for this week’s stats?