tag:econsultancy.com,2008:/reports Research from Econsultancy 2017-04-21T12:55:00+01:00 tag:econsultancy.com,2008:Report/3008 2017-04-21T12:55:00+01:00 2017-04-21T12:55:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are available under the following areas:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a> </strong></li> <li><strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a> </strong></li> <li><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a> </strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:Report/4457 2017-04-19T09:00:00+01:00 2017-04-19T09:00:00+01:00 Email Marketing Industry Census 2017 <p>The 11th annual <strong>Email Marketing Industry Census</strong>, published in partnership with <a href="http://www.adestra.com">Adestra</a>, is based on the largest UK survey of email marketers.</p> <p>The census takes an in-depth look at email practices being adopted, the resources being dedicated to email and the channel's effectiveness compared to other types of marketing.</p> <p>Personalisation, marketing automation, optimisation for different devices and the future of email are all themes that are revisited in this year's Census, and there are also new questions about the <strong>use of metrics</strong>, the <strong>application of artificial intelligence</strong> and the <strong>impact of Brexit</strong> on how companies are approaching the <strong>EU General Data Protection Regulation (GDPR)</strong>.</p> <p>With <strong>11 years' worth of data to assess</strong>, this provides an unparalleled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating.</p> <p>Over 1,000 respondents took part in the 2017 Census, which took the form of an online survey in February and March 2017.</p> <h2>What you'll learn</h2> <ul> <li>Find out how a variety of trends around email practices, budgets and opinions have changed over 11 years.</li> <li>Discover other marketers' opinions on what the future of email will look like.</li> <li>Benchmark your own practices with the activities of marketers maximising their email efforts.</li> <li>Understand the challenges organisations are facing in improving their email capabilities.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>Marketers get to grips with automation, helped by improved technology</li> <li>Email reigns supreme when it comes to delivering ROI, though companies must do more to measure success</li> <li>Companies are still under-investing in a channel which drove an estimated £29bn in UK online retail sales in 2016</li> <li>Companies continue to adapt to consumer use of different devices</li> <li>True personalisation at scale remains elusive for many businesses, though more companies are starting to reap the benefits</li> <li>Census shows signs of inertia and lack of understanding around EU data law changes</li> <li>Segmentation continues to deliver</li> <li>Responsibility for email shifts from the individual to the team</li> <li>Artificial intelligence can improve email marketing performance</li> </ul> <h2>Expert insight</h2> <p>The <strong>80-page</strong> 2017 report contains insight and comment from leading experts in the email marketing world and associated digital sectors, including:</p> <ul> <li>Andrew Campbell, Martech Director, First 10</li> <li>Chris Combemale, Group CEO, DMA</li> <li>Riaz Kanani, Joint MD and Co-Founder, Radiate b2b</li> <li>Dave Littlechild, Email, Ecommerce and Sales &amp; Marketing Consultant</li> <li>Kath Pay, Founder and Senior Consultant, Holistic Email Marketing</li> <li>Jordie van Rijn, eCRM and Email Marketing Consultant, eMailMonday</li> <li>Philip Storey, Email Marketing and CRM Strategy Consultant, CEO at Enchant Agency</li> <li>Tim Watson, Email Marketing Consultant, Zettasphere</li> </ul> <h2>Features of the report</h2> <ul> <li>Approach to email</li> <li>Email effectiveness</li> <li>Place in the organisation</li> <li>Optimising for different devices</li> <li>Personalisation</li> <li>Marketing automation</li> <li>Improving email marketing for the future</li> </ul> <p><strong>You can download a free sample of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4461 2017-04-13T10:26:00+01:00 2017-04-13T10:26:00+01:00 Trends Webinar: Innovation - April 2017 #<Author:0x007f6e5ce38498> <h2><strong>About this webinar</strong></h2> <h4><strong>Econsultancy's Trends Webinar for April looks at emerging trends, best practice and case studies around innovation, followed by a live Q&amp;A session with our Econsultancy analyst. </strong></h4> <p>This webinar is based on learnings from Econsultancy's Innovation 2017 report, due to be published in April. It is facilitated by Seán Donnelly, Senior Research Analyst and Steffan Aquarone, Head of Best Reports and author of the Innovation 2017.</p> <p>Questions? Just contact <a href="mailto:lynette.saunders@econsultancy.com">sean.donelly@econsultancy.com</a></p> <h2>Webinar Recording</h2> <p><iframe src="https://player.vimeo.com/video/212935161" width="800" height="580"></iframe></p> <h3><strong>Feedback?</strong></h3> <p>We would like to hear your thoughts, please click here to take our 2 minute <a title="Survey" href="http://www.surveygizmo.com/s3/3494815/Innovation-2017-Trends-Webinar-Feedback">survey</a></p> <h3> <strong>Reports Referenced</strong><strong>: </strong> </h3> <p>Innovation 2017 - due to be published in April</p> tag:econsultancy.com,2008:Report/4456 2017-03-31T15:48:00+01:00 2017-03-31T15:48:00+01:00 Measuring ROI on Influencer Marketing <h2>Overview</h2> <p>Marketers spent between £20,000 and £40,000 per influencer marketing programme last year, which is expected to double in 2017. However, proving ROI on influencer marketing has been identified as one of the biggest challenges by brands and influencers alike.</p> <p>The Measuring ROI on Influencer Marketing best practice guide, produced in association with Fashion and Beauty Monitor, is aimed at helping marketers understand the challenges at hand, explore standardised metrics being used by the fashion and beauty industry and learn best practice tips that will help action a more profitable influencer marketing strategy.</p> <h2>What you'll learn</h2> <ul> <li>The importance of measuring ROI on influencer marketing </li> <li>Why bigger influencers aren't necessarily better</li> <li>Industry attitudes and perceptions on measuring ROI</li> <li>What benchmarks are currently available?</li> <li>The metrics that brands are using to measure ROI</li> <li>Should ROI be measured on sales and conversion?</li> <li>Action points and best practice tips</li> </ul> tag:econsultancy.com,2008:Report/4443 2017-03-27T09:45:00+01:00 2017-03-27T09:45:00+01:00 The Future of Agencies: Systems and Empathy #<Author:0x007f6e5f0b0700> <p>This report explores the shifting agency landscape and the dynamics that are shaping agency capability, operating and client engagement models as well as remuneration and approaches to talent.</p> <p>It also examines the key opportunities for agencies in a rapidly shifting environment.</p> <h2>Key findings</h2> <ul> <li>Client focus on customer experience (CX) has created opportunities for agencies willing to deepen their engagement with clients. These engagements range in scope from building new platforms and capabilities, service design and delivery, continuous improvement, operational efficiency, customer acquisition, activation and advocacy.</li> <li>The strategic focus on wider CX has led to a shift towards co-creation between brands and agencies. This means that agencies are working with clients to help them find problems to solve and opportunities to exploit. This differs from the traditional model of agencies simply responding to client briefs. Emphasising the reach of CX, agencies have the opportunity to expand their offering to work with multiple departments beyond the marketing function including digital, innovation, service design, IT, finance and HR teams.</li> <li>This requires a wider set of agency capabilities. For example, joining data with technology to create seamless front-end customer interaction. The challenge for agencies is in developing these competencies and packaging their offerings to clients in ways that make sense so as to create a unique value proposition. </li> <li>Agency value propositions are evolving. Traditional consulting firms are developing and acquiring digital, creative and design expertise. Meanwhile traditional agency holding companies are developing their consulting, data and technology competencies. </li> <li>The complexity of martech (and likely vendor convergence) means there is an opportunity for agencies to act as ‘sense-makers’ for clients and act as trusted partners in making sense of the strategic applications of new waves of technology including artificial intelligence (AI), virtual reality (VR) and the Internet of Things (IoT).</li> <li>Advertisers are demanding greater transparency in recognition of the increasingly complex ad technology landscape. A recent World Federation of Advertisers report showed that almost 90% of advertisers are reviewing and resetting contracts, relationships and models with agency trading desks to improve control.</li> <li>Organisational purpose and culture are becoming as important as location and remuneration in the search to recruit and retain talent. Structures are changing to foster collaborative, agile working which can attract creative and technical talent to deliver exceptional value to clients.</li> <li>With the expansion of agency capabilities, new client-agency remuneration models are becoming prevalent. An increasing focus on project remunerated work is resulting in the decline of the strategic retainer model. Some agencies are using a blended charging approach. This means blending rates of resources of different levels and skills to create a ‘pooled’ rate. These rates can be applied to projects based on how the agency is adding value.</li> </ul> <h2>Methodology</h2> <p>The research for this report comprised a comprehensive series of in-depth interviews with a wide range of:</p> <ul> <li>Senior agency practitioners</li> <li>Marketing practitioners</li> <li>Innovation specialists</li> <li>Consultancy leaders</li> <li>Futurists</li> </ul> <p>This was supported by extensive review of the current literature examining the future of creative and digital marketing sectors including advertising, marketing, content creation and the strategic focus on customer experience.</p> tag:econsultancy.com,2008:Report/4441 2017-03-20T14:54:00+00:00 2017-03-20T14:54:00+00:00 Implementing a Customer Experience (CX) Strategy Best Practice Guide <h2>About this report</h2> <p>In this report we interview a number of global marketing leaders in order to understand how they have implemented customer experience (CX) strategies, the challenges they have faced along the way and the lessons they have learned.</p> <p>We have also surveyed our extensive subscriber base of marketers, agency heads and technology experts to find out where the biggest hurdles and opportunities lie.</p> <p>Drawing on survey findings, interviews and exclusive content from Econsultancy’s library of articles, research reports and data, this report builds a framework for organisations looking to answer their own CX questions. </p> <h2>What you'll learn</h2> <ul> <li>An understanding of what drives expectations of customer experience </li> <li>A framework for implementing and managing customer experience </li> <li>Innovating customer experience for the future</li> <li>Resolving customer experience challenges</li> </ul> <h2>Contributors </h2> <ul> <li>Deborah Goldingham, Head of Marketing South East Asia, Mastercard</li> <li>Laurence Parkes, Chief Strategy Officer, Rufus Leonard</li> <li>Liz Watson, CMO, Hartville Pet Insurance</li> <li>Bruce Himelstein, Consultant and Former CMO, Ritz Carlton</li> <li>Thom Groot, Digital Director, the AA</li> <li>Brad Rutta, VP Strategic Partnerships and Innovation, Berkshire Hathaway Travel Protection</li> <li>Ian McCaig, Founder and Former CMO, Qubit</li> <li>Uwe Ellinghaus, Global CMO, Cadillac</li> <li>Simon Sproule, CMO, Aston Martin</li> <li>Richard Ingram, Global Head of Brand Innovation and Development, SABMiller</li> <li>Mariano Dima, Global CMO, HomeAway</li> <li>Claudia Infante, Senior Director, Revenue and Distribution Strategy, Hard Rock Resorts</li> </ul> tag:econsultancy.com,2008:Report/4439 2017-03-15T10:10:00+00:00 2017-03-15T10:10:00+00:00 Digital Intelligence Briefing: 2017 Digital Trends in Retail <p>The <strong>2017 Digital Trends in Retail</strong> report explores the effects of digital disruption in the sector, providing guidance to organisations that want to stay ahead of the curve.</p> <p>It highlights the key digital trends, challenges and opportunities which retailers need to be aware of during 2017, covering topics ranging from customer experience and mobile to data-driven marketing and personalisation.</p> <p>The research, conducted by Econsultancy in partnershop <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, is based on a sample of almost 500 retail respondents who were among more than 14,000 digital professionals taking part in the seventh annual Digital Trends survey, carried out in November and December 2016.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>Digital maturity in retail: marketing and beyond</li> <li>Increased availability of data fuels personalisation</li> <li>Focus on mobile continues to bear fruit</li> <li>2020 vision – a technology-driven future with a human touch</li> <li>Actionable tips to help future-proof your retail business</li> </ul> <h3>Findings include:</h3> <ul> <li>Asked about the extent to which digital permeates their marketing activities, 13% of retailers taking part in the survey describe themselves as 'digital-first' (slightly higher than the 10% average across other sectors).</li> <li>More than half (54%) of retailers say that the customer experience is their most important area of strategic focus, way ahead of cross-channel marketing (16%), data-driven marketing (14%), mobile (11%) and programmatic buying / optimisation (4%).</li> <li>Mobile marketing is the area where retail companies are most likely to be increasing investment in the year ahead. Almost two-thirds (62%) of retail respondents say this part of the budget is going up in 2017.</li> <li>Mobile optimisation is a top-three digital tactical priority for 23% of retailers, versus only 14% for non-retail respondents.</li> <li>Out of a range of technologies including artificial intelligence, voice interfaces, the Internet of Things and evolving payment mechanisms such as mobile wallets, 'engaging audiences through virtual or augmented reality' is seen as the single most exciting prospect for 2020.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:Report/4382 2017-03-15T01:00:00+00:00 2017-03-15T01:00:00+00:00 Cross-Channel Marketing in Australia and New Zealand #<Author:0x007f6e5db66c78> <h2>Overview</h2> <p>The <strong>Cross-Channel Marketing in Australia and New Zealand </strong>report, produced in association with <a title="IBM Marketing Cloud" href="http://www.ibmmarketingcloud.com/" target="_blank">IBM Marketing Cloud</a>, explores how companies are orchestrating their marketing activities across a range of channels. The research is based on a survey of almost 300 digital marketers and ecommerce professionals, carried out in September and October 2016.</p> <p>The report provides insight into the extent to which organisations in the region are delivering integrated cross-channel marketing campaigns, the level of mobile integration and their most important priorities over the next year.</p> <h2>What you'll learn</h2> <ul> <li>Find out how well organisations in Australia and New Zealand (ANZ) are set up for cross-channel marketing and how they rate the impact of cross-channel interactions on various business objectives.</li> <li>Benchmark your cross-channel capabilities against those of ANZ marketers and discover if you're well equipped to deliver effectively orchestrated cross-channel marketing activities.</li> <li>Understand how organisations can enable orchestration of cross-channel marketing activities and what the most common barriers are.</li> <li>Find out where most time is spent on a typical digital marketing campaign and which channels are most time-consuming.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>Over two-fifths (45%) of client-side marketers and over a third (36%) of agency respndents rate their cross-channel experience as 'fair'.</li> <li>Around four-fifths (83%) of responding companies agree that their messaging, execution and delivery strategies are still fragmented across touchpoints.</li> <li>Mobile channels rank at the bottom of the list in terms of channel usage and the extent to which they are integrated with marketing activities.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4438 2017-03-14T11:00:00+00:00 2017-03-14T11:00:00+00:00 Financial Services and Insurance Internet Statistics Compendium <p>Econsultancy's <strong>Financial Services and Insurance Internet Statistics Compendium</strong> is a comprehensive collection of the most recent financial services and insurance statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>Like our main <a title="Internet Statistics Compendium" href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a>, this report has been collated from information available to the public, which we have aggregated together in one place to help you quickly find the financial services and insurance internet statistics you need.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p>Areas covered in this report include:</p> <ul> <li>Digital financial services and insurance market trends</li> <li>Financial Technology (Fintech) and investments</li> <li>Digital strategy and transformation</li> <li>Online banking</li> <li>Mobile banking, mobile payments and the mobile wallet</li> <li>Customer experience</li> </ul> <p><strong>A free sample document is available for download.</strong></p> tag:econsultancy.com,2008:Report/4455 2017-03-12T00:00:00+00:00 2017-03-12T00:00:00+00:00 The Future of HR in the Digital Age #<Author:0x007f6e5e29f288> <h2>About this report </h2> <p>The critical part that the Human Resources and Learning and Development (HR and L&amp;D) functions play in digital transformation has always been clear.</p> <p>As digital impacts ever more broadly across sectors and corporate divisions, both areas have over time become only more essential to the transformation of business functions to become truly ‘fit-for-purpose’ for a digital-empowered world.</p> <p>Yet, while HR and L&amp;D professionals have always been part of the Econsultancy community we have not (until now) focused specifically on how the functions themselves are changing in response to challenges and opportunities brought by digital. A number of our previous Digital Transformation reports have touched on this area, most notably the <em><a title="Digital Marketing: Organisational Structures and Resourcing Best Practice Guide" href="https://econsultancy.com/reports/digital-marketing-organisational-structures-and-resourcing-best-practice-guide/" target="_self">Digital Marketing: Organisational Structures and Resourcing Best Practice Guide</a> </em>and our<a title="Skills of the Modern Marketer Guide" href="https://econsultancy.com/reports/skills-of-the-modern-marketer/" target="_self"><em> Skills of the Modern Marketer Guide</em></a>, but this is an opportunity to consider how the practice of HR is shifting.</p> <p>This research drew both from our existing knowledge and data, derived from multiple studies and reports, and from a series of in-depth interviews conducted with HR professionals across a broad range of sectors incorporating an equally broad set of challenges. </p> <h2>Key findings</h2> <ul> <li> <strong>Redefining human resources (HR) </strong>– an increasingly greater role fortechnology and particularly data has the potential to radically shift HR practice and processes. This brings new challenges in the need for HR professionals to improve digital literacy and skills in order maximise the possibilities created by new technologies and adapt to the rapidly shifting organisational context that surrounds them.</li> <li> <strong>Customer experience (CX) and digital transformation – </strong>are both acting as key drivers for shifting HR practice as many organisations reorient resourcing, focus and culture around customer-centric strategies. As businesses transform to become ‘fit-for-purpose’ for a rapidly changing digital world, the HR function is playing a critical role in supporting change through a heightened focus on culture, learning and employee engagement.</li> <li> <strong>Talent –</strong> shifting organisational priorities are creating high demand for talent in particular fields and creating challenges for HR to recruit scarce but high demand talent. As a result, recruitment processes and relationships are being reinvented.</li> <li> <strong>Performance management </strong>– rapidly changing contexts are impacting performance management processes, as organisations seek to be more adaptive and rely on more regular, informal feedback rather than rigid annual performance reviews and ratings.</li> <li> <strong>Empowerment – </strong>as businesses seek to move faster, employee and team autonomy and empowerment have taken on a new level of importance. The HR function is playing a key role in encouraging employee ownership and empowerment.</li> <li> <strong>Leadership and culture – </strong>our research shows that in the context of the increasingly agile, digitally-empowered operating environment, the qualities that define great leadership are changing. HR and learning professionals are refocusing leadership development programmes on enhancing not only traditional leadership skills, but ‘softer’ skills that can enable greater collaboration, entrepreneurialism and the ability for the business to move fast. A key part of this is focusing not only on knowledge, but on the behaviours that can establish organisational norms and support the right culture for agility. </li> </ul> tag:econsultancy.com,2008:Report/4434 2017-03-10T16:00:00+00:00 2017-03-10T16:00:00+00:00 Social Quarterly: Q1 2017 <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>This year's <strong>first edition of the Social Quarterly </strong>looks at Instagram's new stickers and carousal features, Pinterest's new visual discovery tool, the introduction of Snapchat-like features to Facebook-owned platforms, how Twitter is combatting online abuse as well as social engagement stats on the Super Bowl. Plenty to whet your appetite!</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:econsultancy.com,2008:Report/4433 2017-03-09T10:00:00+00:00 2017-03-09T10:00:00+00:00 Digital Intelligence Briefing: 2017 Digital Trends in Financial Services and Insurance <p>The <strong>2017 Digital Trends in Financial Services and Insurance</strong> report explores the effects of digital disruption in the sector, providing guidance to organisations that want to stay ahead of the curve.</p> <p>It highlights the key digital trends, challenges and opportunities which FSI marketers need to be aware of during 2017, covering topics ranging from customer experience and mobile to data-driven marketing and personalisation.</p> <p>The research, conducted by Econsultancy in partnershop <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, is based on a sample of almost 850 FSI respondents who were among more than 14,000 digital professionals taking part in the seventh annual Digital Trends survey, carried out in November and December 2016.</p> <h3>The following sections are featured in the report:</h3> <ul style="font-weight: normal;"> <li>Fintech is leading the FSI chase</li> <li>Putting the customer first</li> <li>Red-taped data leads to innovation</li> <li>The opportunity and challenge of AI</li> <li>Actionable tips to help future-proof your FSI business</li> </ul> <h3>Findings include:</h3> <ul> <li>The FSI sector has historically lagged slightly behind other sectors in terms of digital capabilities, particularly in insurance. This is still the case; 9% of FSI organisations claim to be digital-first, compared to 11% across all sectors.</li> <li>Targeting, personalisation and customer journey management are the highest priorities for FSI marketers in 2017, and 55% plan to increase investment in personalisation in 2017.</li> <li>FSI companies are 6% more likely to rank data-driven marketing as a top-three priority than their peers in other sectors. More than half (53%) are increasing their investment in marketing analytics in 2017.</li> <li>Digital-first organisations are nearly twice as likely to rank data-driven marketing as a top strategic priority (26% vs. 14%), illustrating the importance of data’s role in digital transformation.</li> <li>Over the past couple of years, the forefront of the industry has been delivering digital-first and mobile-only banking and insurance platforms. In 2017 and onwards, the forerunners are likely to be those utilising artificial intelligence (AI) to further improve the customer experience, such as robo-advisors and chatbots.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:Report/4426 2017-03-01T13:00:00+00:00 2017-03-01T13:00:00+00:00 Online Video Best Practice Guide #<Author:0x007f6e5e30d8a0> <p>The <strong>Online Video Best Practice Guide</strong> is aimed at a wide range of marketers and content owners, who are using video as a strategic tool for marketing and sales.</p> <p>This latest version covers all you need to know about what's happening in online video, including best practice tips, platforms and techniques. The report offers practical examples, case studies and interviews to help you with online video and tactics.</p> <p>Pressed for time? Get straight to the point with our <strong>Online Video Best Practice Pocket Guide</strong>.</p> <h2>About this report</h2> <p>Econsultancy's Online Video Best Practice Guide enables marketing managers, content owners and digital marketers at all levels to understand the opportunities and challenges presented by the world of online video content. </p> <p>This guide has been updated to reflect the significant changes in the online video market since the last edition of this report, published in 2014.</p> <p>The strategic sections are laid out significantly differently, reflecting the extent to which online video has matured into a staple component of organisational communications, and there is a whole new section on distribution tactics, organised around the type of content your organisation is trying to produce.</p> <p>This latest version of the guide contains notably more information about the technology of online video creation and distribution than ever before, as well as contributions from new rising star content producers from the UK and beyond.</p> <p>It’s also full of contributions from some of the top professionals in online video to help you anticipate what will be relevant to your organisation in the future.</p> <h2>About the author</h2> <p>This report was written by leading online video strategy expert <strong>Steffan Aquarone</strong>. Steffan is a UK entreprenuer in the film and technology sectors, has founded multiple startups and leads Econsultancy's best practice guides programme as well as delivering training to clients around the world.</p> <h2>Contributors</h2> <p>This guide has been put together and updated with the assistance of leading video professionals. They have kindly contributed their time and effort in producing this guide.</p> <p>Contributors to the report include:</p> <ul> <li>Evelyn Ngugi, Evelyn From The Internets</li> <li>Gary Blake, Highway Productions</li> <li>Jeremy Stinton, Buto</li> <li>Luke Courtenay Smith, ImmersiveVR</li> <li>Philippe Brodeur, Overcast</li> <li>Louise Tullin, VP Marketing and Communications, EMEA &amp; APAC, Unruly</li> <li>Dror Ginzberg, Wochit</li> </ul> tag:econsultancy.com,2008:Report/4413 2017-02-16T01:00:00+00:00 2017-02-16T01:00:00+00:00 Understanding the Customer Journey in Asia Pacific <p>Businesses across the world are on an agressive path towards making their businesses more customer-centric through better understanding of the customer journey, and making the overall customer experience as postitive as possible.</p> <p>Having the ability to build a joined-up view of all customer interactions and experiences, across every channel and touchpoint, is still held by many as the silver bullet of marketing success.</p> <p>The<strong> Understanding the Customer Journey in Asia Pacific</strong> report, produced in association with <a title="Emarsys" href="https://www.emarsys.com/">Emarsys</a>, explores what APAC companies are doing to map journeys and improve the overall customer experience across an array of different touchpoints.</p> <p>The research is based on a survey of almost 1,000 digital marketers and ecommerce professionals in Asia Pacific, carried out between August and October 2016.</p> <h2>Key findings from the report </h2> <ul> <li>Desktop is regarded as the most important channel for understanding the customer journey but mobile comes out on top as combined first and second choice for three-quarters of respondents.</li> <li>Companies say they lack the systems (79%), data (74%) and analysis skills (68%) to effectively map the mobile customer journey.</li> <li>Two-thirds of companies rely on email data to inform their understanding of the customer journey.</li> </ul> tag:econsultancy.com,2008:Report/4402 2017-02-08T16:00:00+00:00 2017-02-08T16:00:00+00:00 Customer Experience Maturity in India <p>The<strong> Customer Experience Maturity in India</strong> report, published in association with <a title="Epsilon website" href="https://www.epsilon.com/gb/" target="_self">Epsilon</a>, explores the extent to which marketers in India are focusing on the customer, how well they understand the customer journey, how customer experience (CX) budget is allocated, how return on investment is measured and what the future of customer experience initiatives looks like.</p> <h3>What you'll learn</h3> <ul> <li>Find out more about the level of customer experience maturity at which marketers in India stand.</li> <li>Benchmark your CX capabilities against those of marketers in India and discover if you are well equipped to deliver great customer experiences.</li> <li>Gain an understanding of the most common barriers to understanding the customer journey and providing a positive CX.</li> </ul> <h3>Key findings from the report</h3> <ul> <li>Two in five respondents claim to be at an 'intermediate' stage in terms of their understanding of the customer journey.</li> <li>Just 12% of respondents say that their customer touchpoints are seamlessly integrated, to allow for the exploitation of opportunities.</li> <li>Three in five of those surveyed do not have a budget specifically allocated for understanding the customer journey.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4395 2017-02-06T10:00:00+00:00 2017-02-06T10:00:00+00:00 Healthcare and Pharmaceuticals Internet Statistics Compendium <p>Econsultancy's <strong>Healthcare and Pharmaceuticals Internet Statistics Compendium</strong> is a comprehensive collection of the most recent healthcare and pharma statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>The report will be <strong>updated twice a year</strong>.</p> <p>Like our main <a title="Internet Statistics Compendium" href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a>, this report has been collated from information available to the public, which we have aggregated together in one place to help you quickly find the healthcare and pharma internet statistics you need.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p>Areas covered in this report include:</p> <ul> <li>Digital healthcare market trends</li> <li>Consumer internet and mobile usage</li> <li>Digital health investment / funding</li> <li>Digital strategy</li> <li>Internet of Things (IoT) and wearables</li> <li>Online pharmacies</li> </ul> <p><strong>A free sample document is available for download.</strong></p> tag:econsultancy.com,2008:Report/4388 2017-02-02T14:00:00+00:00 2017-02-02T14:00:00+00:00 Digital Intelligence Briefing: 2017 Digital Trends <p>The <strong>2017 Digital Trends</strong> report, based on the seventh annual trends survey conducted by Econsultancy and <strong><a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a></strong>, highlights the key digital trends, challenges and opportunities which marketers need to be aware of during 2017, covering topics ranging from customer experience and mobile to data-driven marketing and personalisation.</p> <p>The 2017 edition of this research also investigates how committed organisations are to digital transformation, which is intrinsically linked to creating a great customer experience.</p> <p>The report is based on a global survey of more than 14,000 marketers and ecommerce professionals carried out at the end of 2016.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>The hard realities of digital transformation</li> <li>Looking back on 2016</li> <li>Priorities and budget plans for 2017</li> <li>Keeping up with customer expectations</li> <li>Building a digital culture</li> <li>Design-driven transformation</li> <li>Looking forward to the future</li> <li>Fit for the future: three key areas marketers should focus on</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Over one fifth (22%) of client-side respondents ranked<strong> 'optimising the customer experience' </strong>as the single most exciting opportunity for the year ahead, slightly ahead of other areas such as 'creating compelling content for digital experiences' (16%) and 'data-driven marketing' (12%).</li> <li>The <strong>priorities</strong> that sit atop marketers’ lists are content marketing (29%), social media engagement (28%) and targeting and personalisation (25%).</li> <li> <strong>Design </strong>is considered the next level on the path to digital transformation, with 86% of survey respondents agreeing that design-driven companies outperform other businesses.</li> <li>While over four-fifths (82%) of survey respondents believe that <strong>creativity</strong> is highly valued within their organisations and around three-quarters (77%) are investing in design to differentiate their brand, just over two-fifths (44%) don’t think that they have the processes and collaborative workflows to achieve a design advantage.</li> <li>A key part of delivering differentiated customer experiences in the future will involve looking beyond mobile and focusing on <strong>the Internet of Things (IoT), augmented reality (AR) and virtual reality (VR)</strong>, channels which are regarded by survey respondents as exciting prospects over the coming years.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:Report/4381 2017-01-23T12:05:31+00:00 2017-01-23T12:05:31+00:00 SEO Best Practice: International SEO <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section, we look at some of the most important areas you will need to consider when conducting online promotion of your website in other markets; including considerations for setting up your website and devising and running an international SEO campaign. We also discuss some of the different tactics that search engines, other than Google, respond to so that you can have a successful launch in a new market.</p> tag:econsultancy.com,2008:Report/4380 2017-01-23T12:05:29+00:00 2017-01-23T12:05:29+00:00 SEO Best Practice: Social and Online PR - The Influence on Search <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section, we explore the ways in which SEO practitioners have had to significantly change how they work and now use tactics which might previously have fallen outside their remit. We also consider how the objectives of a social or online PR campaign might differ if the primary outcome is SEO success as well as the practicalities of cross-discipline working.</p> tag:econsultancy.com,2008:Report/4379 2017-01-23T12:05:28+00:00 2017-01-23T12:05:28+00:00 SEO Best Practice: Link Strategy and Tactics <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> tag:econsultancy.com,2008:Report/4378 2017-01-23T12:05:26+00:00 2017-01-23T12:05:26+00:00 SEO Best Practice: Landing Page Optimization <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section, we outline the<strong> importance of landing pages for SEO</strong> and how to utilize conversion optimization techniques to facilitate excellent user journeys and make sure that your business objectives on the site are met.</p> tag:econsultancy.com,2008:Report/4377 2017-01-23T12:05:25+00:00 2017-01-23T12:05:25+00:00 SEO Best Practice: On-Page Optimization <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> tag:econsultancy.com,2008:Report/4376 2017-01-23T12:05:23+00:00 2017-01-23T12:05:23+00:00 SEO Best Practice: Technical SEO <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section we look at the <strong>technical considerations for SEO</strong>, understanding how technical decisions can impact a website’s compatibility with search engine guidelines and affect a site’s ability to be indexed and ranked for relevant keyword searches.</p> tag:econsultancy.com,2008:Report/4375 2017-01-23T12:05:22+00:00 2017-01-23T12:05:22+00:00 SEO Best Practice: Audience Analysis and Keyphrase Selection <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> tag:econsultancy.com,2008:Report/4374 2017-01-23T12:05:20+00:00 2017-01-23T12:05:20+00:00 SEO Best Practice: Measurement and Reporting for SEO <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>This section talks you through <strong>measuring and reporting</strong> because without measurement, how will you know which of your marketing efforts are working and where to put your budget?</p> tag:econsultancy.com,2008:Report/4373 2017-01-23T12:05:19+00:00 2017-01-23T12:05:19+00:00 SEO Best Practice: Benchmarking and Auditing <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section we examine <strong>aspects of the benchmarking and auditing process that you should undertake as part of your SEO planning and strategy</strong>.</p> tag:econsultancy.com,2008:Report/4372 2017-01-23T12:05:17+00:00 2017-01-23T12:05:17+00:00 SEO Best Practice: Changes in SEO Since the Last Report <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>SEO is known for its rate of change. The search landscape is constantly evolving. This section details some of the <strong>main changes between 2014 (the year when the last Econsultancy SEO Best Practice Guide was published) and 2016</strong>. This section focuses primarily on Google as it accounts for most search engine activity in English-speaking and European markets.</p> <p>Updates detailed in this section include:</p> <ul> <li>Algorithm updates – changes that cause significant impacts on the ranking factors behind search positions.</li> <li>Interface updates – changes to the SERP that can impact SEO results.</li> <li>Changes within the industry – how shifting approaches also contribute to overall change.</li> </ul> <p>Despite changes to the world of SEO, it is worth noting that the core principles of ethical and modern SEO remain the same. To do better in search, marketers are recommended to focus on providing interesting, relevant and useful content.</p> tag:econsultancy.com,2008:Report/4371 2017-01-23T12:05:16+00:00 2017-01-23T12:05:16+00:00 SEO Best Practice: Guidelines and Compliance <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> tag:econsultancy.com,2008:Report/4370 2017-01-23T12:05:14+00:00 2017-01-23T12:05:14+00:00 SEO Best Practice: The Fundamentals of Search Engine Optimization <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section we introduce you to some of the <strong>key concepts and terminology of SEO</strong>. If you are a beginner to SEO then it is recommended that you read this section before going further into this guide. If you have experience of SEO then you might like to refresh your knowledge.</p> tag:econsultancy.com,2008:Report/4369 2017-01-23T12:05:00+00:00 2017-01-23T12:05:00+00:00 Search Engine Optimization (SEO) Best Practice Guide <p>Econsultancy's <strong>SEO Best Practice Guide</strong> contains everything you need to know about search engine optimization, whether you work for an in-house client-side team, independently or for an agency.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The SEO Best Practice Guide is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>It has been created with the help of globally-esteemed SEO practitioners, in order to provide front-line insight and give you the edge in your natural search marketing strategy.</p> <p>The guide will help both beginners and experts to plan, create, launch and optimize organic search campaigns and maximize their return on investment.</p> <h2>Topics covered</h2> <p><strong>Inside the guide, you will find: </strong></p> <ul> <li>Best practice success factors</li> <li>Key recommendations</li> <li>SEO tips for success</li> </ul> <p><strong>These sit across 12 main areas:</strong></p> <ul> <li><a title="SEO Best Practice: The Fundamentals of Search Engine Optimization" href="https://econsultancy.com/reports/seo-best-practice-the-fundamentals-of-search-engine-optimization/">The Fundamentals of Search Engine Optimization</a></li> <li><a title="SEO Best Practice: Guidelines and Compliance" href="https://econsultancy.com/reports/seo-best-practice-guidelines-and-compliance/">Guidelines and Compliance</a></li> <li><a title="SEO Best Practice: Changes in SEO Since the Last Report" href="https://econsultancy.com/reports/seo-best-practice-changes-in-seo-since-the-last-report/">Changes in SEO Since the Last Report</a></li> <li><a title="SEO Best Practice: Benchmarking and Auditing" href="https://econsultancy.com/reports/seo-best-practice-benchmarking-and-auditing/">Benchmarking and Auditing</a></li> <li><a title="SEO Best Practice: Measurement and Reporting for SEO" href="https://econsultancy.com/reports/seo-best-practice-measurement-and-reporting-for-seo-2016/">Measurement and Reporting for SEO</a></li> <li><a title="SEO Best Practice: Audience Analysis and Keyphrase Selection" href="https://econsultancy.com/reports/seo-best-practice-audience-analysis-and-keyphrase-selection/">Audience Analysis and Keyphrase Selection</a></li> <li><a title="SEO Best Practice: Technical SEO" href="https://econsultancy.com/reports/seo-best-practice-technical-seo/">Technical SEO</a></li> <li><a title="SEO Best Practice: On-Page Optimization" href="https://econsultancy.com/reports/seo-best-practice-on-page-optimization-2016/">On-Page Optimization</a></li> <li><a title="SEO Best Practice: Landing Page Optimization" href="https://econsultancy.com/reports/seo-best-practice-landing-page-optimization/">Landing Page Optimization</a></li> <li><a title="SEO Best Practice: Link Strategy and Tactics" href="https://econsultancy.com/reports/seo-best-practice-link-strategy-and-tactics/">Link Strategy and Tactics</a></li> <li><a title="SEO Best Practice: Social and Online PR - The Influence on Search" href="https://econsultancy.com/reports/seo-best-practice-social-and-online-pr-the-influence-on-search/">Social and Online PR: The Influence on Search</a></li> <li><a title="SEO Best Practice: International SEO" href="https://econsultancy.com/reports/seo-best-practice-international-seo/">International SEO</a></li> </ul> <p>The guide is also available as individual reports covering each of the above separate areas of search engine optimization, enabling you to quickly access the information you need to start improving your marketing efforts.</p> <h2>Contributing authors</h2> <p>This guide has been put together and updated with the assistance of leading agencies and practitioners working at the coal face of search engine optimization. They have kindly contributed their time and effort in producing this guide.</p> <p>Contributors to the report include:  </p> <ul> <li>Will Critchlow, Founder and CEO, Distilled</li> <li>Joe Friedlein, Founding Director, Browser Media</li> <li>Andrew Girdwood, Head of Media Technology, Cello Signal</li> <li>James Gurd, Owner and Lead Consultant, Digital Juggler</li> <li>Emily Mace, Head of SEO, Oban International</li> <li>Lisa Myers, CEO and Owner, Verve Search (with contributions from Sohai Siddique, SEO Consultant and Suhail Abood, Web Developer)</li> <li>Kelvin Newman, Strategy Director, Site Visibility</li> <li>Jeremy Spiller, Founder and MD, Fitz Digital</li> <li>Chris Evans, Director, Semetrical</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:Report/1980 2017-01-01T00:00:00+00:00 2017-01-01T00:00:00+00:00 Digital Intelligence Briefings Econsultancy <h3>Download the latest Digital Intelligence Briefing (2017 Digital Trends) <a title="Digital Intelligence Briefing: 2017 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends/">here</a>.</h3> <p>Econsultancy's <strong>Digital Intelligence Briefings </strong>look at some of the most important trends affecting the marketing landscape.</p> <p>Marketers around the world are surveyed on a regular basis to give an accurate bellwether of trends that matter to marketers. Each year kicks off with a broader view on where marketers are focusing their attention. For the rest of the year, Econsultancy’s Research Team dig into some of the key trends to add depth and insight.</p> <p>These reports will benefit senior marketers with budget and planning responsibility who wish to benchmark themselves against their industry peers. They provide many stats and data points to assist with business cases, presentations and client pitches.</p> <p>The Digital Intelligence Briefings are sponsored by <a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a>.</p> <p><strong>2017</strong></p> <ul> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends/">2017 Digital Trends</a></li> <ul> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Financial Services and Insurance" href="https://econsultancy.com/reports/2017-digital-trends-in-financial-services-and-insurance/">2017 Digital Trends in Financial Services and Insurance</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Retail" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-retail/">2017 Digital Trends in Retail</a></li> </ul> </ul> <p><strong>2016</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">2016 Digital Trends</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Pursuit of Data-Driven Maturity" href="https://www.econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-pursuit-of-data-driven-maturity/">The Pursuit of Data-Driven Maturity</a></li> <li><a title="Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity" href="https://econsultancy.com/reports/digital-intelligence-briefing-taking-advantage-of-the-mobile-opportunity/">Taking Advantage of the Mobile Opportunity</a></li> <li><a title="Digital Intelligence Briefing: Succeeding in the Omnichannel Age" href="https://econsultancy.com/reports/digital-intelligence-briefing-succeeding-in-the-omnichannel-age/">Succeeding in the Omnichannel Age</a></li> </ul> <p><strong>2015</strong></p> <ul> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2015-digital-trends/">2015 Digital Trends</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Quest for Mobile Excellence" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-quest-for-mobile-excellence">The Quest for Mobile Excellence</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">The Multichannel Reality</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-cx-challenge/">The CX Challenge</a></li> </ul> <p><strong>2014</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2014 Digital Trends" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends">Digital Trends for 2014</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Finding the Path to Mobile Maturity" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-finding-the-path-to-mobile-maturity">Finding the Path to Mobile Maturity</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Delivering Digital Experiences" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-delivering-digital-experiences">Delivering Digital Experiences</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-why-marketing-should-be-personal/">Why Marketing Should Be Personal</a></li> </ul> <p><strong>2013</strong></p> <ul> <li> <a title="Quarterly Digital Intelligence Briefing: Digital Trends for 2013" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013">Digital Trends for 2013</a> </li> <li> <a title="Quarterly Digital Intelligence Briefing: From Content Management to Customer Experience Management" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-from-content-management-to-customer-experience-management">From Content Management to Customer Experience Management</a> </li> <li><a title="Quarterly Digital Intelligence Briefing: Optimising Paid Media" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-optimising-paid-media">Optimising Paid Media</a></li> <li><a title="Channels in Concert: Trends in Integrated Marketing" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing">Trends in Integrated Marketing</a></li> </ul> <p><strong>2012</strong></p> <ul> <li><a title="Digital Trends for 2012" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2012/">Digital Trends for 2012</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Personalisation, Trust and Return on Investment" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-personalisation-trust-and-roi">Personalisation, Trust and Return on Investment</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-managing-and-measuring-social">Managing and Measuring Social</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Making Sense of Marketing Attribution" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-making-sense-of-marketing-attribution">Making Sense of Marketing Attribution</a></li> </ul> <p><strong>2011</strong></p> <ul> <li><a title="Digital Trends for 2011" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q2-2011">Digital Trends for 2011</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q3-2011">Impact of Marketing Technology on Business</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Social Data" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-social-data">Social Data</a></li> </ul> <p><em>All reports are free to download as part of an Econsultancy subscription.</em></p> <h3><strong>More trends analysis from Econsultancy</strong></h3> <p>Enterprise subscribers also have access to <a title="Econsultancy Digital Shift" href="https://econsultancy.com/reports/digital-shift">Digital Shift</a>, a quarterly service which curates and interprets the most important developments, trends and innovation. Our aim? To make it simple for you to keep track of the key developments in digital technology and marketing. </p> <h4>Find out more about Econsultancy subscriptions</h4> <p>Email us on <a href="mailto:subscriptions@econsultancy.com">subscriptions@econsultancy.com</a>.</p> <p>Or call your local team:</p> <ul> <li>EMEA: Paul Simmons, +44 (0)20 3199 7118</li> <li>Americas: Alex Nodell, +1 212 971 0631</li> <li>APAC: Jefrey Gomez, +65 6653 1911</li> </ul> tag:econsultancy.com,2008:Report/4358 2016-12-15T13:00:00+00:00 2016-12-15T13:00:00+00:00 Social Quarterly: Q4 2016 <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>This time, the <strong>fourth edition of the Social Quarterly </strong>looks at updates to Instagram Stories, Facebook's inflated metrics and a new milestone for Pinterest, along with other rumours, new features and platform developments.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:econsultancy.com,2008:Report/4351 2016-12-08T15:40:00+00:00 2016-12-08T15:40:00+00:00 The New Marketing Reality <p>There can be no doubt that marketers are keen to embrace new platforms and technologies to help them drive growth. Sadly, it would appear that there is still a <strong>gap between those goals and the methods they have at their disposal to achieve them</strong>.</p> <p>The challenge is that while new technologies and the data that underpins them have the potential to create a truly omnichannel customer experience, marketers' methodologies are still forcing everything through the same <strong>outdated, siloed processes</strong>.</p> <p><strong>The traditional funnel no longer works.</strong> It assumes audiences are linear and predictable in their behaviour. At the same time, it doesn't take into account the fact that people will act the way they want to act, rather than sticking to a sequence designed by marketers.</p> <p>To help marketers break free from these processes that are stopping them from capitalising on the opportunities that more agile, disruptive companies are enjoying, this report identifies some <strong>key areas ripe for change</strong>.</p> <p><strong>The New Marketing Reality</strong> report, produced in association with <a title="IBM Watson Marketing" href="https://www.ibm.com/watson/marketing/">IBM Watson Marketing</a>, explores the challenges that marketers face in the three key battlefields of data, customer experience and business outcomes.</p> <p>The research is based on a survey of <strong>more than 1,000 marketing, digital and ecommerce professionals</strong>.</p> <p>Findings include:</p> <ul> <li> <strong>Audience segmentation</strong> is the topmost priority, with 72% of executives stating that they are using their data to support this activity. It is viewed as a standard tactic by even the most laggard of companies. The next most popular data-related activity is <strong>customer journey mapping</strong>, with 67% practising it.</li> <li>The vast majority (80%) of those who rate their ability to understand the customer journey across channels and devices as 'advanced' or 'intermediate' find customer journey mapping or analysis 'highly valuable' and the remaining 20% claim it is 'quite valuable'.</li> <li>Most respondents are still <strong>finding it hard to move out of the channel-focused mindset</strong>, hampered by both technology and organisational structure.</li> <li>Considering that 83% of more advanced companies claim to practise customer journey mapping, we might expect less channel focus but 59% still have <strong>difficulty unifying their data sources</strong> and a further 61% are struggling with the <strong>complexity of their customer touchpoints</strong>.</li> <li>From a business buy-in and organisational perspective, there is still some work to do. The customer journey is still to see the sort of formalised approach that data strategies are only now beginning to enjoy.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4429 2016-12-03T22:37:00+00:00 2016-12-03T22:37:00+00:00 Driving Growth With Measurement in a Mobile World #<Author:0x007f6e5ef26858> <p style="color: #6b6b6b;" dir="ltr">Analytics increasingly faces a challenge in understanding audiences who jump from device to device and online to offline. These users are notoriously difficult to track and categorize, leading some marketers to a shift in thinking about measurement that acknowledges the imperfect reality of most datasets.</p> <p style="color: #6b6b6b;" dir="ltr">Key themes explored in the report include:</p> <p style="font-weight: normal; color: #3c3c3c;" dir="ltr">1. Alignment of KPIs with business goals makes marketing more powerful</p> <p style="color: #6b6b6b;" dir="ltr">One of the central hypotheses of the study was that marketing achieves greater success when its measures and processes reflect the goals of the wider organization than when they’re focused solely on the metrics and concerns of marketing.  </p> <p style="color: #6b6b6b;" dir="ltr">In the real world we need to look for those metrics that can make the leap between marketing and finance instead of trying to contend with every possible digital marketing statistic, most of which don’t resonate outside the team let alone outside of marketing.</p> <p style="color: #6b6b6b;" dir="ltr">Leading companies' responses bear out this premise; 95% agree with the statement “to truly matter, marketing KPIs must be tied to broader business goals.”</p> <p style="color: #6b6b6b;" dir="ltr">2. Metrics don’t matter if they don’t affect decisions</p> <p style="color: #6b6b6b;" dir="ltr">It’s one thing to measure, it’s another to use that information. One surprise of the study was the large share of organizations that have one or more advanced measurement capabilities, but fail to use them in decision-making.</p> <p style="color: #6b6b6b;" dir="ltr">For example, 47% of mainstream organizations say they track cross-device behavior but that it doesn’t factor into decision-making.</p> <p style="color: #6b6b6b;" dir="ltr">One trait of elite marketers is the realization that there will be gaps in data, especially in emerging areas. They are comfortable making estimates to fill those gaps to move forward with their decision-making.</p> <p style="color: #6b6b6b;" dir="ltr">3. Perfection isn’t the goal</p> <p style="color: #6b6b6b;" dir="ltr">Between the enthusiasm of technology vendors and the genuine revolution in data driven business, it’s not surprising that marketing has fallen into the trap of pursuing perfection.  </p> <p style="color: #6b6b6b;" dir="ltr">The most effective analytics organizations are also those that recognize the reality is imperfection.  Leading measurement practices are three times more likely than the mainstream to strongly agree that there will always be gaps in the data connecting people, channels and devices (39% vs. 13%).</p> <p style="color: #6b6b6b;" dir="ltr">4. Experimentation isn’t just optimization</p> <p style="color: #6b6b6b;" dir="ltr">Optimization is an important advantage of digital marketing. It’s fast, easy and makes an incremental, consistent positive difference.</p> <p style="color: #6b6b6b;" dir="ltr">But onizations are more likely to develop specific models and employ technology to fill these gaps than the mainstream, which tends to rely on historical precedents.ptimization isn’t the most powerful business use of experimentation. At its best, the scientific method can be used to identify most valuable customers, explore major trends and validate strategic direction.</p> <p style="color: #6b6b6b;" dir="ltr">Leading organizations are more than twice as likely to conduct strategic experiments than the mainstream, and by doing so they overcome some of the issues that often arise in large organizations trying to evolve.</p> tag:econsultancy.com,2008:Report/4316 2016-11-30T12:05:00+00:00 2016-11-30T12:05:00+00:00 User Experience and Interaction Design for Mobile and Web #<Author:0x007f6e5e8b0910> Steffan Aquarone <p>This guide to <strong>mobile and web user experience (UX) best practice</strong> aims to cover all the key aspects of product design for desktop and mobile, and equip you with the tools and techniques that will work for your project to help you achieve clear, measurable business objectives.</p> <p>It is aimed at a wide range of readers:</p> <ul> <li>Newcomers to the topic, for whom we have tried to uphold the principles of good design ourselves by ensuring that everything in this guide is easy to understand, even with little prior knowledge.</li> <li>People who have come across, or worked with, some of the principles of interaction design, for whom we hope there will be plenty to digest and think about, especially the evolving way that user experience principles are spreading throughout modern business. It could even be argued that they’re becoming part of the essential foundations of successful organisations.</li> <li>Experts who want to update their knowledge and set their perspectives in context with other leaders.</li> </ul> <p>The report contains some useful <strong>reflections on the state of UX as a discipline</strong>, including an overview of how organisations that are getting it right are organising their teams to build products that people like to use.</p> <p>It’s also full of <strong>contributions from some of the top experts in usability and interaction design</strong> to help you anticipate what will be relevant to your organisation in the future.</p> <p>Econsultancy would like to thank the following people for their contributions to this report:</p> <ul> <li>Jane Austin, Director of Design and User Experience, Moo.com</li> <li>Hugo Cornejo, Head of Design, Monzo</li> <li>Jonathon Moore, Chief Product Officer, Trainline</li> <li>Kate Shaw, Freelance UX Consultant</li> <li>Tom Wood, Founder and Managing Partner, Foolproof</li> </ul> tag:econsultancy.com,2008:Report/4299 2016-11-16T11:15:00+00:00 2016-11-16T11:15:00+00:00 Digital Agency Rate Card Survey 2016 <p>The <strong>Digital Agency Rate Card Survey</strong> is based on a survey of nearly <strong>400 UK digital agencies</strong>, carried out in September and October 2016.</p> <p>The objective of this research, carried out in association with <a title="Marketing Week" href="https://www.marketingweek.com/">Marketing Week</a> and <a title="Design Week" href="https://www.designweek.co.uk/">Design Week</a>, is to show what UK digital agencies charge for different types of skills and levels of seniority, and to understand how and why rates may vary, for example by size of company and region.</p> <p>The report will help you <strong>benchmark day rates for more than 50 individual job roles</strong>, including positions such as creative director, digital content strategist and social media consultant. We are confident that this report provides practical value both for those working client-side who want to understand what the going rate is for different services, and also for agencies who want to benchmark their own fees.</p> <p>The report also contains sections on <strong>business confidence</strong> and<strong> projected turnover increases</strong> which have once again enabled us to provide top-line data about the health of the industry.</p> <p>The Digital Agency Rate Card Survey includes overall averages for the following types of agency job role, with <strong>further breakdowns of the day rate average by size of agency and region:</strong></p> <ul> <li>Director / Partner</li> <li>Commercial / Strategic</li> <li>Project / Account Management</li> <li>Creative</li> <li>Content, Usability and Accessibility</li> <li>Technical</li> <li>Media Planning and Buying</li> <li>Online Marketing, eCRM and Market Research</li> <li>Search Engine Marketing</li> <li>Social Media</li> <li>Affiliate Marketing, Email Marketing and Web Analytics</li> <li>Testing / Quality Assurance and Training</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:Report/4287 2016-10-27T16:33:00+01:00 2016-10-27T16:33:00+01:00 B2B Digital Trends 2016 - 2017 <p>In the tradition of our last four annual reports on the digital landscape in B2B, the <strong>B2B Digital Trends 2016-2017</strong> report notes the continued importance of content marketing, along with the growing role of customer experience (CX) in the B2B space.</p> <p>As stated, B2B continues to lag behind B2C. Naturally, talented B2B marketers are looking to their B2C counterparts to inform the next move; inside is a description of these priorities, along with an overview of what has changed marketing-side in the time elapsed since last year's survey. Find out where B2C's priorities are, so that B2B might catch up and eventually, overtake.</p> <p>Further explore Econsultancy's B2B/B2C comparisons in personalization and customer experience, along with B2B's current and most pressing obstacles to customer centricity. </p> <p>As marketers in a highly disruptive age, it's no longer enough to anticipate the next step; take advantage of the insight provided by more than 1,000 professional respondents in the fast-changing world of digital B2B.</p> tag:econsultancy.com,2008:Report/934 2016-10-27T10:15:00+01:00 2016-10-27T10:15:00+01:00 Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files</strong></p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, <a title="Digital Juggler" href="http://digitaljuggler.com/">Digital Juggler</a> </li> <li>Ben Matthews, Director, <a title="Montfort" href="http://montfort.io/">Montfort</a> </li> <li>Ger Ashby, Head of Creative Services, <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a> </li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> <li><a href="https://www.searchlaboratory.com/">Search Laboratory</a></li> </ul> <p><strong>Files available:</strong> 10 file bundles, 50+ individual template files<br></p> <p><strong>File titles:</strong> See sample document for full breakdown of section and file information.</p> <h3>About these files</h3> <p>Need help with an area of digital marketing and don't know where to start? This pack of downloadable files contains best practice templates that you can use in your digital marketing activities. Feel free to adapt them to suit your needs.</p> <p><iframe src="https://www.youtube.com/embed/jxKmQGxspc8?wmode=transparent" width="560" height="315"></iframe></p> <h3>Contents</h3> <p>In this release we have 10 template bundles containing over 50 individual template files for digital marketing projects.</p> <p><strong>Download separate file bundles below:</strong></p> <ul> <li>Affiliate Marketing</li> <li>Content Marketing</li> <li>Display Advertising </li> <li>Ecommerce Projects</li> <li>Email Marketing</li> <li>Search Engine Marketing: PPC</li> <li>Search Engine Marketing: SEO</li> <li>Social Media and Online PR</li> <li>Usability and User Experience</li> <li>Web Analytics</li> </ul> <p><strong>The template files bundle also includes a <a href="https://econsultancy.com/reports/small-business-online-resource-manager/">Small Business Online Resource Manager</a> that </strong><strong>can help you effectively manage and own your online assets.</strong></p> <p><strong>There's a free guide which you can download to find out more about exactly what is included.</strong></p> tag:econsultancy.com,2008:Report/4278 2016-10-20T10:00:00+01:00 2016-10-20T10:00:00+01:00 The Fundamentals of Email Marketing #<Author:0x007f6e5e98d180> <p>No tool in your marketing toolbox is as valuable and necessary to you as your<strong> email marketing</strong> programme:</p> <ul> <li>Email <strong>generates a generous return on investment</strong>, higher than any other digital marketing channel, including search and social media.</li> <li>Email <strong>extends the reach and power of every other marketing channel you use</strong>, whether it’s digital, mobile, print, broadcast or out-of-home.</li> <li>Holistic email marketing <strong>improves the customer experience</strong>.</li> <li>Email messages can <strong>align with all of the touchpoints on the customer journey</strong>, from browsing to buying and on to loyalty.</li> <li> <strong>Continuous platform development</strong> makes innovations possible.</li> </ul> <p><strong>The Fundamentals of Email Marketing</strong> report will help marketers understand, implement and execute email strategies to maximise return on investment in this channel.</p> <h2>What the report includes</h2> <p>The report includes <strong>initiatives, strategies and tactics that are not part of the conventional wisdom surrounding 'best practices'</strong>.</p> <p>All the initiatives, strategies and tactics recommended in this report assist both the marketer and the consumer. We’ve created this guide so you can use it to <strong>either review your existing email strategy or to help create a comprehensive email marketing strategy from scratch</strong>.</p> <p>We've also included <strong>a multitude of practical tips</strong> you can apply to individual campaigns to help maximise results.</p> <p><strong>A word of advice</strong> before reading – always question a tip and test it, even the ones we advocate here. Don’t accept on faith that something is the best route to take.</p> <p>However, whether you are a time-pressed newcomer to email or a grizzled veteran looking to elevate your programme, this guide and its recommendations are a good place to start.</p> <h2>How the report is structured</h2> <p>We've written this as eight standalone sections covering the essential areas of email marketing:</p> <ul> <li>Objectives and strategy</li> <li>Growing your database</li> <li>Using your email for targeting</li> <li>Designing for email</li> <li>Copywriting for email</li> <li>Testing and optimisation</li> <li>Reporting success using metrics that matter most</li> <li>Deliverability optimisation</li> </ul> <p>So you have a choice: you can sit back and read this guide from beginning to end like a book or you can jump to the section that has the most relevance to your current needs and explore it and delve into the others as and when needed.</p> <h2>Author and contributors</h2> <p>This guide has been put together by <strong>Kath Pay</strong>, who lives and breathes email marketing, with the aid of several experts who have kindly contributed their time and effort in producing this guide.</p> <p>Contributors to the report include:</p> <ul> <li>Skip Fidura, Client Services Director, dotMailer</li> <li>Guy Hanson, Senior Director of Professional Services, Return Path</li> <li>Steve Henderson, Compliance Officer, Communicator</li> <li>Loren McDonald, Marketing Evangelist, IBM Marketing Cloud</li> <li>Dela Quist, CEO, Alchemy Worx</li> <li>Jordie van Rijn, Email Marketing Consultant, eMailMonday</li> <li>Karen Talavera, President, Synchronicity Marketing</li> <li>Catherine Toole, Founder and non-executive Director, Sticky Content Ltd</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:Report/4274 2016-10-18T09:30:00+01:00 2016-10-18T09:30:00+01:00 Social Quarterly: Q3 2016 <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>This time, the <strong>third edition of the Social Quarterly</strong> looks at Instagram Stories, Snapchat Memories, Facebook's move toward 'darker' social and the continuing rise of the chatbot, along with other rumours, new features and platform developments.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:econsultancy.com,2008:Report/4273 2016-10-17T03:00:00+01:00 2016-10-17T03:00:00+01:00 Social Media Strategy Asia Pacific Best Practice Guide <p>One of the most popular areas of digital is social media. The vast majority of internet users have at least one social media account and the main social platforms boast hundreds of millions of daily users.</p> <p>Over the last few years, though, social media has also started to have a strong influence on organisations. Social media has changed how people work, how they communicate and the relationship that they have with their customers.</p> <p>Adding to this, social media is evolving at a blistering pace. New considerations for social media strategists include: paid ad formats, new visual and video formats, buy buttons, private messaging, social servicing, the quantified self and the Internet of Things.</p> <p>Because social media touches so many areas of an organisation, however, getting it 'right' in spite of all these changes has never been more important.</p> <p>This report follows on from Econsultancy's <strong>Social Media Strategy Best Practice Guide</strong>, published in June 2016, and has been updated with information for marketers who are either based in Asia Pacific (APAC) or responsible for marketing in the region. </p> <p>APAC consists of a wide variety of countries, including such diverse markets as Japan, China, India, Australia and other Southeast Asian countries. The reason for a special report on the region is that, taken as a whole, APAC accounts for more than half of all social media users worldwide and has many of the world's fastest growing economies. Its size and potential for growth has made APAC a very attractive target for brands over the past decade.</p> <h2>This report will enable you to:</h2> <ul> <li>Establish a framework for social media strategy</li> <li>Rethink how brands are managed</li> <li>Review company structure</li> <li>Carefully plan social media strategy</li> <li>Execute within regional constraints</li> <li>Provide measurement</li> </ul> tag:econsultancy.com,2008:Report/4272 2016-10-11T16:30:00+01:00 2016-10-11T16:30:00+01:00 The Voice of the Influencer <p>The definition of the term 'influencer' has become so broad in 2016 that critically, it's naive of brands to be considering a one-size-fits-all approach.</p> <p><strong>The Voice of the Influencer</strong> report, produced in association with <a title="Fashion and Beauty Monitor" href="http://www.fashionmonitor.com/">Fashion and Beauty Monitor</a>, considers the characteristics and motivations of influencers, assessing trends they're observing through their brand collaborations, gaining detailed insight into what matters most and how they like to work.</p> <p>The highly targeted influencer base surveyed for the report has been further broken down into four distinct profiles, to build a bespoke picture of what each influencer group expects and needs from their brand collaborations. </p> <p>We've also included a separate infographic, designed to give you an at-a-glance view of the key findings of the report.</p> <h2>Download the report to discover:</h2> <ul> <li>The many faces of an influencer </li> <li>The platforms influencers prefer to be on</li> <li>What generates the most ROI for brands</li> <li>How influencers measure success</li> <li>What they collaborate with fashion and beauty brands most often for</li> <li>How influencers identify brands they want to work with </li> <li>The most effective channels for brands to engage influencers</li> <li>What influencers look for in brands </li> <li>A breakdown of average sponsorship rates</li> <li>The biggest challenges influencers face</li> <li>Lessons for marketers</li> <li>What does the future hold for influencer marketing?</li> <li>Exclusive tips, expert advice and case studies from influencers, brands and agencies</li> </ul> tag:econsultancy.com,2008:Report/4269 2016-10-10T10:00:00+01:00 2016-10-10T10:00:00+01:00 Customer Recognition: How Marketing is Failing at its Top Priority #<Author:0x007f6e5eab9018> <p>The long-held promise of digital is to make mass marketing personal. For years, the technologies of marketing have pushed the industry closer to the goal of one-to-one marketing, but consumer habits have changed even faster. The move to mobile pulled the rug out from under data-reliant marketers just as they were truly beginning to understand how to sell on the desktop.</p> <p>To deliver personalized and valuable services, we have to know the individual. That knowledge doesn't have to come with an SSN, ZIP+4 and credit score, but it does need to distinguish them sufficiently to know that one path is more useful to them than another. Today the industry is grappling with the fundamental questions of how to recognize individuals across devices and understand the complicated set of encounters that make up the customer experience.</p> <p>The <strong>Customer Recognition Report</strong>, produced in association with <a title="Epsilon" href="http://www.epsilon.com">Epsilon</a> and <a title="Conversant" href="http://www.conversantmedia.com/">Conversant</a>, explores where marketing is today in its pursuit of personalized promotion and finds a stark gap between perception and reality.</p> <p>The report is based on a survey of 220 executives with knowledge of their organization's measurement and analytics capabilities. Sixty-three percent of respondent companies reported revenues over $1.5 billion in 2015.</p> <h2>Key topics covered</h2> <ul> <li>Recognition is the foundation for marketing's top priority</li> <li>Belief vs. reality in digital capabilities</li> <li>Why the single customer view eludes marketers</li> <li>Promise vs. reality in data management vendors</li> <li>How to conduct a true capability audit</li> <li>Why it's vital to reduce data friction with customers, and guidelines for doing so</li> <li>How to align the company behind measurement as a strategic resource</li> <li>The internal threat to evolving measurement practices</li> <li>The ongoing discrepancy between media allocation and customer behavior</li> </ul> <p><strong>Download the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4263 2016-10-05T12:00:00+01:00 2016-10-05T12:00:00+01:00 Conversion Rate Optimization Report 2016 <p>This is the eighth annual Econsultancy <strong>Conversion Rate Optimization Report</strong>, in association with <strong><a href="http://www.redeye.com/">RedEye</a></strong>.</p> <p>The research looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for improving conversion rates.</p> <p>As well as touching on the use and impact of personalization, the report explores different areas of best practice and identifies methods and techniques which are most valuable for improving conversion rates.</p> <p>The aim is to provide data and a framework to help companies invest their time and resources as effectively as possible by examining which methods and processes are most likely to yield results.</p> <h2>What you'll learn</h2> <ul> <li>Find out the types of conversions and measurements organizations are using and the best practices that shape them.</li> <li>Discover the most valuable methods used to improve conversion rates and the methods organizations will be using in the future.</li> <li>Understand how companies are using personalization as part of their CRO efforts and the effect this has on conversions.</li> <li>Benchmark your organization's approach to CRO using the Conversion Maturity Model.</li> <li>The six key factors contributing to CRO success.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4244 2016-09-22T10:00:00+01:00 2016-09-22T10:00:00+01:00 Digital Intelligence Briefing: Succeeding in the Omnichannel Age <p>The <strong>Succeeding in the Omnichannel Age</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, looks at the extent to which organisations take an integrated approach to marketing across different channels and use cross-channel campaign management tools.</p> <p>The report is based on a global survey of 2,065 digital marketers and ecommerce professionals carried out in July and August 2016, and follows up on a similar waves of research from <a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">2015</a> and <a title="Channels in Concert: Trends in Integrated Marketing" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing/">2013</a>.</p> <p>The following sections are featured in the report:</p> <ul> <li>Mixed progress on the path to integration</li> <li>Solving the data challenge</li> <li>The omnichannel imperative</li> <li>Behind the mobile curve</li> <li>Operationalising the real-time experience</li> <li>Campaign management tools: the state of play</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>While companies are 29% more likely to take an integrated approach to all their campaigns across all channels compared to last year, the proportion of those saying that none of their marketing campaigns are integrated has more than doubled over the last three years.</li> <li>It’s clear that data deficiencies exist, with only 12% being able to join online and offline data and just a quarter claiming to have a single customer view.</li> <li>More than half of organisations have separate technologies for managing data across channels. These separate technologies are the most significant barrier to integration (51%), followed by the inherently linked problem of disparate data sources (40%).</li> <li>Only 5% of those surveyed say they have a single platform that manages data across multiple channels and these companies are twice as likely to take an integrated approach to all campaigns across all channels as those with separate technologies.</li> <li>Omnichannel marketing is well-supported at a senior level, with only 15% saying that buy-in is a top-three barrier, and 5% ranking it as the biggest obstacle.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <h4> <strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefings">here</a>.</strong> </h4> tag:econsultancy.com,2008:Report/4219 2016-09-21T10:00:00+01:00 2016-09-21T10:00:00+01:00 The State of Marketing Attribution <h2>Overview</h2> <p>As customer journeys become increasingly complex and fast-paced, it’s imperative for marketers to understand the effectiveness of their campaigns and how each channel contributes to the end conversion. </p> <p>This <strong>State of Marketing Attribution</strong> report, produced by Econsultancy in association with <a href="https://www.adroll.com/en-GB/">AdRoll</a>, explores current adoption levels and types of strategies organisations are using. The study evaluates tools and processes employed as well as the potential barriers to effective use of the capability.</p> <p>The report, which is based on a survey of almost 600 in-house and supply-side respondents, discusses how well companies are leveraging their data to attract, convert and grow their customer base.</p> <p>Respondents were based in the UK, France and Germany, and the report compares and contrasts the three countries.</p> <h2>Key topics covered</h2> <ul> <li>The multichannel challenge - despite the increasingly crucial role that attribution plays, organisations carrying out attribution across the majority of their campaigns are still in the minority. Find out the reasons why and tips on how to remedy this.</li> <li>What others are doing with attribution - benchmark your organisations against your peers by finding out which methods and technologies they are using.</li> <li>The skills and training needed for successful attribution.</li> <li>The regional variations between the UK, France and Germany in terms of the state of attribution.</li> </ul> <h2>Key findings</h2> <ul> <li>While four in five organisations carry out marketing attribution, less than a third (31%) do so on the majority of or all their campaigns and analyse results.</li> <li>The issues which restrict marketers’ ability to carry out attribution or implement it properly are mainly around a lack of knowledge (58%), lack of time (44%) and technology limitations (41%).</li> <li>Organisations are lagging behind when it comes to more complex attribution models, with nearly half still using last-click models. More worryingly, a similar proportion use first-click, a less intuitive form of attribution.</li> <li>While algorithmic and custom attribution feature among the most effective models (96% and 89% respectively claim they are ‘very’ or ‘somewhat’ effective), less than a quarter (23%) of responding organisations use these methods.</li> <li>Around half of marketers choose off-the-shelf vendor technology for marketing attribution, while 44% opt for custom-built technology. Over two-fifths (42%) are still resorting to manual attribution with the use of spreadsheet data.</li> <li>When asked about areas with the biggest issues and gaps, creating a culture of measurement and accuracy (59%), campaign tracking/tagging (56%) and data validation/normalisation (56%) were cited as top-three challenges.</li> <li>Nearly 60% of responding organisations don’t action the insights they get from attribution.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4248 2016-09-20T08:53:00+01:00 2016-09-20T08:53:00+01:00 Mobile Marketing Best Practice Guide <p>Smartphones are now the ubiquitous hub of modern life and account for the most time spent online. In a multiscreening world where consumers move between multiple devices to achieve their goals, mobile, in many ways, is the glue that holds other marketing channels together and this is why businesses are increasingly focusing on mobile marketing and making it a priority area. </p> <p>The <strong>Mobile Marketing Best Practice Guide</strong> examines the current mobile environment and provides an overview of the various channels available to mobile marketers. The report outlines the strategic approaches, use cases, considerations and useful guidelines for marketers to consider when devising their mobile strategy and offers best practice recommendations on creating better mobile experiences.</p> <p>In particular, this report will help (and is aimed at):</p> <ul> <li>Specialists in digital marketing teams who are actively involved in improving results from mobile marketing activities.</li> <li>Managers of digital marketing specialists who control digital marketing and want to improve their strategic understanding of mobile marketing.</li> <li>Managers and team members who want to understand the issues involved with successful planning, implementation and integration of mobile marketing activities.</li> <li>Digital marketers in agencies who are looking to increase their skills and gain a comprehensive understanding of mobile marketing.</li> </ul> tag:econsultancy.com,2008:Report/4236 2016-09-15T09:40:00+01:00 2016-09-15T09:40:00+01:00 Customer Experience Trends Briefing: Key takeaways from Digital Cream London 2016 #<Author:0x007f6e5f766540> <h2>Overview</h2> <p>Businesses being able to mix the digital and physical worlds for customers are no longer in the realm of the future, they need to be able to do it now.</p> <p>The reality is, as everyday aspects of consumers' lives continues to be digitised, organisations have no choice but to adapt and execute an appropriate digital experience. </p> <p>Econsultancy's <strong>Customer Experience Trends Briefing</strong>, sponsored by <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a>, focuses on the key themes, opportunities and challenges relating to joining the physical and digital customer experience as highlighted by client-side digital marketers during Digital Cream 2016. Although separated by industry, business model and market size, the delegates were united in embracing the changing nature of the consumer relationship.</p> <p>The report aims to provide a snapshot of the areas that are top of mind for marketers, exploring how brands seek to address the challenges and opportunities in this area.</p> <h2>Key trends featured in the report</h2> <ul> <li>Taking the product from offline to online... and back again</li> <li>Budgets and management</li> <li>Improving experiences by principle, not hype</li> <li>Factoring in personalisation</li> </ul> <p>The report also features a case study and some market data relating to the issues discussed.</p> <h2><strong>Digital Cream</strong></h2> <p>An exclusive invitation-only roundtable event, Digital Cream is an opportunity for senior client-side marketers to learn from each other about the latest best practice, what’s working and what’s not.</p> <p>Digital Cream takes place around the globe throughout the year - <a href="https://econsultancy.com/events">see our upcoming events</a>.</p> tag:econsultancy.com,2008:Report/4230 2016-09-07T11:00:00+01:00 2016-09-07T11:00:00+01:00 Embracing Digital Transformation in the Pharma and Healthcare Sectors #<Author:0x007f6e5f7e3e78> <p>The <strong>Embracing Digital Transformation in the Pharma and Healthcare Sectors </strong>report looks at the opportunities that digital presents in these sectors, how they are responding to the changing needs of customers, the challenges companies are facing in digitally transforming themselves and how they are approaching these challenges.</p> <h2>Methodology</h2> <p>We carried out a series of in-depth interviews with senior digital professionals from across a range of pharmaceutical, biopharmaceutical and consumer healthcare companies to understand how they were responding to different opportunities and challenges.</p> <p>Companies interviewed included Alere Inc, Fermenta Biotech Limited, GSK Consumer Healthcare, MSD AP, Lenovo Health, Ogilvy Commonhealth Worldwide (OCHWW), Roche Products Limited and Takeda Pharmaceuticals.</p> <p>We also looked at sector-specific data from our <a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://www.econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends">2016 Digital Trends report</a> published earlier this year.</p> <h2>You'll discover findings around:</h2> <ul> <li>Why companies need to have digital transformation on their agenda.</li> <li>How companies are responding to the changing needs of customers and putting them at the centre of everything.</li> <li>Ways in which companies are looking at digital and how it can support interactions with their customers.</li> <li>How companies are focusing on optimising content as a top digital opportunity and challenging the way they deliver content.</li> <li>The need for change management to deliver digital transformation and how companies are driving this cultural shift.</li> <li>How companies are demonstrating the value of digital and developing digital skills across their organisations.</li> <li>The new opportunities and challenges from innovation and technology.</li> <li>Overcoming the obstacles ahead as digital becomes more of a focus for companies.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> <h2>How we can help you</h2> <h2 style="font-weight: normal; color: #3c3c3c;"><a style="color: #2976b2; text-decoration: none;" href="https://econsultancy.com/training/digital-transformation" target="_self"><img style="font-style: italic; height: auto; float: right;" src="https://assets.econsultancy.com/images/resized/0004/8296/rgb_dt_logo-blog-third.png" alt="Digital Transformation" width="200" height="66"></a></h2> <p style="font-weight: normal; color: #3c3c3c;"><a title="Digital transformation - Econsultancy" href="https://econsultancy.com/training/digital-transformation/">Digital transformation</a> is a journey that's different for every organisation. To enable delivery of your digital vision (or help you shape that vision) we’ve designed a comprehensive approach to tackle your transformation.</p> <p>Covering everything from strategic operational issues, down to specific marketing functions, we will work with you to achieve digital excellence.</p> <p>Talk to us about an initial, no-cost consultation.</p> <p>Contact our Digital Transformation Team on <a href="mailto:transformation@econsultancy.com">transformation@econsultancy.com</a> or call</p> <ul> <li> <p>EMEA: +44 (0)20 7269 1450</p> </li> <li> <p>APAC: +65 6809 2088</p> </li> <li> <p>Americas: +1 212 971-0630</p> </li> </ul> <p style="color: #6b6b6b;"> <iframe src="https://www.youtube.com/embed/2q_lWLm5qtg?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:Report/4232 2016-09-01T11:00:00+01:00 2016-09-01T11:00:00+01:00 Beyond Brexit <p>In the early days since what the media seems obliged to refer to as 'The Shock Referendum Result', wild predictions abounded as to what Brexit would mean for business.</p> <p>The pound fell, climbed then fell again. Depending on who you listened to, major multinationals were pulling staff out of the UK, or pouring cash in. The only thing that was certain was that nothing was certain.</p> <p>There was a strong temptation to shut up shop until the lunacy had passed.</p> <p>While a single referendum in this island nation sent shockwaves around the world, it was not the first – nor will it be the last – major event to threaten to throw businesses off course.</p> <p>Now, time has delivered some perspective on the issue. In <strong>Beyond Brexit</strong>, Econsultancy looks back on the lessons marketers must learn. We examine how brands can future-proof their strategies against similar periods of uncertainty, establish contingencies and create enough organisational agility to roll with the political, economic and cultural punches.</p> <p>Folding in learnings from our sister publications <strong>Marketing Week</strong>, <strong>Design Week</strong> and <strong>Creative Review</strong>, the report explores the global impact of Brexit on digitally-driven, marketing-led brands from the perspectives of talent, data, technology and analytics. These four areas are the ones most likely to be impacted by Brexit and yet are also most capable of stabilising business in uncertain times.</p>