Americas

Experiential Marketing Best Practice Guide

1. Introduction This guide has been written to help senior marketers better understand the opportunities offered by experiential marketing, outlining when and how the discipline can add value. Its purpose is to help brands plan and execute experiential marketing activities and to be mindful of the challenges involved. New studies show that we are continuing […]

The Consumerization of Healthcare

1. Executive Summary “We don’t sell a product, we sell an experience.” That’s how 62% of marketing executives in the wellness and healthcare category describe their business. Healthcare marketers know that their market is changing as the power dynamic shifts toward the consumer. What isn’t so clear is what to do about it. Based on […]

Optimising Programmatic Campaigns

1. Introduction This report is aimed at providing guidance on setting up and running a highly effective programmatic campaign in the present climate. It is intended as an informational tool for advertisers who run their ads programmatically, as an audit guide for agencies that deliver the programmatic activity and as a best practice manual for […]

Learning from Digital Disruptors Best Practice Guide

1. Introduction ‘Learning from Digital Disruptors’ defines best practice strategies, tactics and approaches from disruptive brands and businesses and distils key learnings that marketers can usefully apply in their day-to-day roles. The goal was to understand key thinking and innovative techniques and provide some practical guidance on their potential application in order to help marketers […]

Getting to Grips with Voice Search

Getting to Grips with Voice Search

Introduction Voice assistants and voice interfaces are becoming increasingly embedded into our everyday lives. Each new wave of technology brings new ways for us to talk to our devices. From smartphones, which brought us the first modern digital voice assistant Siri, to smart speakers such as Amazon Echo and Google Home, to the emerging generation […]

Skills of the Modern Marketer

1. Foreword When I ask senior marketers to tell me what marketing framework they are most familiar with, they often suggest the 4Ps (Product, Price, Place and Promotion). This model was first published in 1960 by American marketing professor Edmund Jerome McCarthy in his book Basic Marketing: A Managerial Approach. This was in an era of […]

B2B Social Media Best Practice Guide

1. Introduction This report is a complementary guide to Econsultancy’s current suite of social media best practice guides, including Social Media Strategy, Social Media Platforms and Paid Social Media Advertising. It outlines the strategic approaches, use cases, considerations and useful guidelines for B2B marketers to consider when devising their social media strategy. 1.1. Executive summary […]

A Guide to Digital Marketing Tools

1. Introduction In response to the exponential growth in marketing technology solutions available over the past few years (Figure 1), this report aims to provide a practical overview of 60 popular and peer-recommended tools in four main categories. Figure 1: Number of martech solutions globally Source: Chiefmartech.com Chiefmartech’s Marketing Technology Landscape Supergraphic 2018 lists more […]

Mobile Marketing Best Practice Guide

Mobile Marketing Best Practice Guide

1. Foreword Before the launch of the iPhone in 2007, and for some years after that, ‘mobile’ was perceived as a standalone channel, deserving a dedicated strategy, budget and team. Now that ‘mobile’ has become infused into every aspect of digital marketing, no longer considered as a distinct channel, do marketers still need a standalone […]

User Experience and Interaction Design for Mobile and Web

User Experience and Interaction Design for Mobile and Web

1. About this Guide 1.1. How this guide is structured Econsultancy’s series of best practice guides have been created for professionals who typically work in marketing or ecommerce roles. The guides steer readers to ensure that projects and strategies are executed in the right way for optimal results. This guide to mobile and web user […]