Americas

A Marketer’s Guide to Augmented Reality (AR)

1. Introduction Augmented reality (AR) is quickly becoming one of the most interesting technologies in the digital space. Although often overshadowed by virtual reality (VR), AR is expected to take the lion’s share of the market. According to one estimate, the AR market will be worth $70bn to $75bn by 2023 while VR will account […]

Digital Transformation Monthly: 2019 in Review

1. Introduction Businesses of all sizes around the world are undergoing digital transformation in various forms, with the global market for digital transformation forecast to reach $798bn by 2025, according to Research and Markets.[1] However, digital transformation is far from being a monolith. Although companies undergoing digital transformation use many of the same tools and […]

Segmentations and Personas Best Practice Guide

1. Introduction Marketers have always sought to find the most relevant buyers for their products. In the 1950s, this concept took a step forward when Wendell Smith published an award-winning article in the Journal of Marketing on product differentiation and market segmentation.[1] This article put segmentations on the map for marketers, and soon market segmentations […]

Effective Leadership in the Digital Age

1. Introduction The question of how leadership is changing in a digitally empowered world is a consistent theme in subscriber feedback and the digital transformation work that Econsultancy does with clients. 2015 saw the publication of Econsultancy’s initial research and report into Effective Leadership in the Digital Age, which was designed to provide insight into […]

Digital Transformation and the Role of Data

1. Introduction The modern marketer’s dilemma “After several years of long Christmas lists to Santa, this year my girls could not think of anything they wanted. It dawned on me; my kids are not seeing marketing encouraging them to want things. My job and the jobs of future global marketers are getting more challenging. We […]

SEO Best Practice: Benchmarking and Auditing

1. Introduction Benchmarking a company’s performance against an external measure may seem challenging, but with an understanding of the types of benchmarking processes and which information to benchmark within each type companies can ensure they are measuring the right changes. Auditing a company’s performance against various metrics is an important part of understanding where the […]

SEO Best Practice: Changes in SEO

1. Changes in SEO Contributor The following report has been written by Chris Green, Head of Search at StrategiQ. The following report summarises the key changes in search since 2016, when the last Econsultancy SEO Best Practice Guide was published. Changes to SEO came thick and fast during that period, and show no sign of […]