Nikki Gilliland

About Nikki Gilliland

Insights Writer

Nikki Gilliland is a writer at Econsultancy.

Four big digital trends set to impact pharma marketers in 2023

The digital transformation of pharma has continued apace during the past few years, changing the way that both healthcare professionals (HCPs) and consumers communicate with each other and with pharmaceutical brands. But what digital marketing trends will shape pharma in 2023? From ad-supported media to influencer marketing, here’s a look at what’s on the horizon […]

Instagram removes Shop tab from its homepage: What will the impact be?

Instagram is to remove the Shop tab from its homepage navigation bar this February, in what may form part of a wider shake-up that will see the social media platform re-focus on driving ad revenue. Parent company Meta announced the change earlier this week, informing users that the Reels tab will replace Shop, while the content […]

youtube beauty influencer

Three fundamentals of an effective social commerce strategy

With social media platforms including TikTok, Instagram, and Pinterest adding new commerce features – from shoppable Reels to product tagging in live-streams – brands are investing, and consumers are buying in. Consequently, social commerce is expected to be worth $1.2 trillion by 2025. So, how can marketers create an effective social commerce strategy? Where should […]

Influencer Marketing - Econsultancy's Internet Statistics Database

Influencer marketing in 2023: What do the experts predict?

Influencer marketing is now an integral part of the digital marketing mix, enabling brands to engage audiences and to promote authenticity and trust. According to The State of Influencer Marketing 2022: Benchmark Report, the industry was set to grow to approximately $16.4 billion this year; this growth has been buoyed by the continued success of […]

paid social

Social advertising in 2023: What do the experts predict?

It has been a tumultuous year in social advertising, as brands and advertisers pulled back on paid social amid macro-economic challenges and iOS privacy updates. So, as we head into 2023, can we expect a different story? We spoke to industry experts to get some insight into what’s to come, with brand safety, first-party data, […]