1. Introduction Organising large amounts of customer data is becoming a huge challenge for marketers who want a ‘360 degree view’ of their customers. Customer data platforms (CDPs) offer a way for organisations to bring together disparate customer data into one place, to allow for the easy sharing of this information with other systems. This […]
Most people are quite familiar with ‘Black Friday’ and ‘Cyber Monday’ shopping holidays by now.
1. Introduction This report is designed to provide marketers with practical guidance and advice on how best to manage change in the context of rapidly shifting technology, consumer behaviour and market dynamics. It is written for senior and mid-level marketers who want to understand how to navigate change within their own teams or the most […]
For the past few years, ‘data-driven marketing’ has been rated one of the most exciting areas of marketing in our annual global surveys of marketers.
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 […]
1. Foreword by TAP London Too often we see businesses rush out to invest in the latest technology, only to end up disappointed when they don’t get the results they expect. Purchasing new technology might be helpful, but it may not be as helpful as if you had just got your act together in the […]
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 […]
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 […]
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 […]
When a new marketing concept emerges, like hyperpersonalisation, it’s quite easy to categorize it as frivolous hype which will be forgotten tomorrow.
Earlier this month, Chinese technology company ByteDance, the owner of the hugely popular short video app TikTok (known as Douyin in China), made headlines with the launch of a search engine to rival Baidu.
1. Introduction This guide has been written to complement Econsultancy’s Social Media Platforms Overview. Its purpose is to provide a framework for developing a social media strategy, as well as a summary of the main considerations for marketers when developing a strategic approach to social media marketing and communications. 1.1 About this report Over the […]