Quick Guides

Quick Guides offer condensed versions of our Best Practice Guides for marketers short on time.
Stop by every month for a Quick Guide on a new subject.

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Quick Guide to Learning from Digital Disruptors

1. Introduction Why is a disruptive strategy and culture increasingly valuable in an uncertain business climate? What can marketers learn from disruptive thinking and innovative techniques to help deliver their own objectives? This quick version of Econsultancy’s Learning from Digital Disruptors Best Practice Guide covers how disruptive businesses operate, their strategies for success, and their […]

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Quick Guide to Change Management for Marketers

1. Introduction With so many organisations having embarked on digital transformation programmes, and with rapidly changing competitive environments, the need for marketers to understand how to manage change and complexity has never been greater. The impact of technology and the growing complexity in channels, formats and touchpoints have all fundamentally changed the function and practice […]

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Quick Guide to Maximising the ROI of Digital Marketing

1. Introduction The size of investment that brands make in digital marketing programmes mean that it is extremely important to understand the impact that spend is having. Yet there remains little industry consensus on the best way to achieve an accurate, quantified view on the contribution that a marketing strategy has had on revenue and […]

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Quick Guide to Mobile Marketing Best Practice

Introduction This guide highlights three key themes which will help marketers deliver better mobile experiences for their customers and improve the performance of their mobile marketing activity. These three themes are: personalising the customer experience, mapping the customer journey and planning for the age of assistance. The guide draws from Econsultancy’s Mobile Marketing report which […]

Trust, Transparency and Brand Safety

Quick Guide to Trust, Transparency and Brand Safety

Introduction In recent years, trust among the general population has taken a hit. The rise of fake news, along with high-profile data breaches and some inappropriately placed programmatic ads have eroded the trust that people and organisations have in the businesses they work with. In 2017, marketing consultancy firm Edelman confirmed this sentiment, declaring in […]

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Quick Guide to Skills of the Modern Marketer

 Introduction This guide summarises the key findings from Econsultancy’s Skills of the Modern Marketer report, which examines the changing marketing landscape and the key skills required to be successful in this environment. It outlines three of the most important areas for marketers to focus on – knowledge of marketing concepts, understanding of data as a […]