London, 10 November 2010

Econsultancy’s Innovation Report has been updated with 31 new entries, with the mobile, social media and online video categories featuring prominently.

The report features short case studies, and more than 140 examples of innovation across 12 different digital marketing and e-commerce disciplines, including email marketing, affiliate, social media, mobile and search. The report also contains a section on innovative online business models.

The report is a good indication of where innovation in the digital landscape is coming from. The mobile marketing section, for example, contains five new entries, while the social media and online PR section has six new case studies. Online video is also showing strong signs of market growth, and this is reflected by five new entries in the updated report.

In the mobile marketing arena, there are plenty more examples of companies using technologies such as augmented reality (AR) in their online campaigns, indicating that the use of AR has moved from theoretical scenarios to practical real-world applications.

Econsultancy’s Research Manager, Aliya Zaidi, said: “The Innovation Report highlights some of the most exciting developments across the digital marketing landscape. In online video, advertisers are becoming much more creative, and the experience is more interactive and highly personalised according to the user’s own preferences.

“Campaigns such as the Metropolitan Police’s Choose a Different Ending campaign, or Tipp-Ex’s White and Re-Write online ads allow the viewer to have much more control over the story being told in the ads.”

Integration is another key theme, as companies are increasingly employing a joined-up approach to their marketing.

Zaidi added: “It’s encouraging to see more examples of companies employing a multichannel approach to campaign management, and this is aptly demonstrated by the new entries in the multichannel section of our Innovation Report.

“The most forward-thinking companies are recognising their customers now use a variety of different channels, and the key challenge is to reach consumers in a personalised and targeted way, across a whole range of different touch-points, online and offline.”

The report includes profiles of a range of different companies across a variety of sectors, from large multinational organisations to recent start-ups. Brands profiled in the new update of the guide include Royal Mail, Nike, Argos, Orange, and Jimmy Choo. There are also a number of innovative technology platforms and start-ups, such as SyncFu, Kwedit, and

The report complements Econsultancy’s Innovation Awards, which are designed to give clients, suppliers and agencies recognition for genuine innovation and success in digital marketing.

This year, Econsultancy has assembled an international judging panel from companies known for innovation, such as BBC, Mercedes-Benz, Dell, O2, DuPont, BT, Net-a-Porter, Mindshare, bigmouthmedia, SMAC and Newsforce.

About this report

The Innovation Report is an ongoing guide to all that is original and pioneering in the world of e-commerce and online marketing. The guide is a distillation of ideas and suggestions provided by digital marketing experts as well as innovative developments spotted by the Econsultancy content team.

Focusing on cutting-edge digital marketing tactics and strategies, the report looks at examples of innovation that clearly add value for consumers and help them achieve their goals more effectively.
Download Econsultancy’s Innovation Report today.

Which categories are featured in the Innovation Report?

The Innovation Report contains examples across 12 different digital marketing disciplines, including:

• Affiliate marketing
• E-commerce
• Email Marketing
• Mobile Marketing
• Multichannel Marketing
• Online Advertising
• Online PR and Social Media
• Online Video
• Search Marketing
• Usability and User Experience
• Web Analytics, Measurement and Optimisation
• Business Models

Report URL


A free report is available to journalists and bloggers. Please email for details.

Media contacts:

Aliya Zaidi, Senior Research Analyst, Econsultancy

(e: aliya.zaidi AT t: + 44 (0) 207 269 1466)

Linus Gregoriadis, Research Director, Econsultancy

(e: linus AT t: + 44 (0) 207 269 1465)

About Econsultancy

Econsultancy is the leading source of independent advice and insight on digital marketing and e-commerce.

Our reports, events, online resources and training programmes help a community of over 80,000 registered marketers make better decisions, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

Econsultancy is an award-winning online publisher of reports covering best practice, user experience benchmarking, market data, trends and innovation, and supplier selection aimed at internet professionals that want practical advice on all aspects of e-business.

Published on: 5:03PM on 10th November 2010