This quick guide looks at techniques for measuring digital marketing effectiveness in an increasingly customer-centric market, and discusses strategies for success amid technical and regulatory industry changes.
AR technology proved its utility during the Covid-19 pandemic, entertaining and engaging customers and enriching digital experiences. This quick guide provides an entry point for marketers looking to use the technology in their own campaigns, covering potential applications, business considerations and steps to implementation.
This quick guide looks at the power of video as a marketing tool and outlines the key considerations for creating a video strategy, from setting objectives and defining the audience to content planning and distribution.
This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.
Measurement allows marketers to track the effectiveness of their efforts. From the role of analytics and the importance of identifying goals to defining data needs and ensuring validation, this report goes beyond SEO to look at the essentials of measurement and reporting.
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.
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 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 report covers the practice of link building and its importance to SEO, and guides businesses through the steps to creating an effective link building strategy that encourages organic traffic. It also looks at how businesses can avoid penalties from search engines.
This quick guide provides an introduction to AI, machine learning and data analytics and explores their potential applications across the customer lifecycle. It outlines how marketers can build a solid data strategy from initial assessment to governance and oversight.
This report looks at how businesses can successfully launch into new markets by optimising their international web presence, from choosing a domain strategy to language considerations and content localisation.
This quick guide examines the different types of segmentation that can be used to group audiences and customers, explaining the key benefits and challenges of each approach and how personas can be used to bring segmentations to life.