tag:econsultancy.com,2008:/reports Research from Econsultancy 2018-07-26T15:11:00+01:00 tag:econsultancy.com,2008:Report/4861 2018-07-26T15:11:00+01:00 2018-07-26T15:11:00+01:00 Maximising the ROI of Digital Marketing #<Author:0x000000101c9d18> <p>Having the ability to accurately quantify the contribution that a marketing programme or strategy has had upon revenue and profits is the holy grail of marketing measurement. With the amount of money brands are investing in their digital marketing programmes today, it is extremely important that they understand the value of their investment. Yet, as the expert interviews carried out for this report reveal, there remains little industry consensus over the best way to do this, and widely differing approaches and methodologies are in play.</p> <p>This best practice report seeks to bring clarity to the conundrum of how marketers can be calculating the ROI of their digital marketing investments, within both B2B and B2C industries. Through insights derived from interviews with senior marketers and industry professionals with seasoned expertise in this field, it will look at the latest trends emerging in ROI within the context of digital marketing and consider the pros and cons of the various approaches, methodologies and frameworks being used. It will also discuss the key challenges marketers face when it comes to putting ROI into practice and how these are overcome. The inclusion of four brand cases studies will also help to bring to light some of the lessons and insights being shared.</p> <p>Econsultancy would like to thank the following experts who contributed to this report:</p> <ul> <li> <a name="_Hlk517947678"></a><strong>Shannon Aronson,</strong> SVP, Digital Strategic Consulting, Epsilon</li> <li> <strong>Raj Balasundaram</strong>, VP Solutions and Strategic Services, Emarsys</li> <li> <strong>Christopher Baldwin</strong>, Head of Marketing in Northern Europe, Selligent Marketing Cloud</li> <li> <strong>Anirban Banerjee</strong>, Global Director of Insights and Analytics, Monster</li> <li> <strong>Simon Baptist</strong>, Director, Market Development, EMEA, TUNE</li> <li> <strong>Peter Bell</strong>, Senior Director of Marketing (EMEA), Marketo</li> <li> <strong>Andrew Bullock</strong>, Managing Consultant, Data2Decisions</li> <li> <strong>Ed Challinor</strong>, CEO, Smileworks</li> <li> <strong>Vaibhav Gardé</strong>, Data Scientist, FedEx Services</li> <li> <strong>Ian Hyde</strong>, Head of Paid Media, Ayima</li> <li> <strong>Ali Little</strong>, COO, from GlobalWebIndex</li> <li> <strong>Steve Lok</strong>, Global Head of Martech, The Economist</li> <li> <strong>Andreas Pouros</strong>, CEO, Greenlight</li> <li> <strong>Chris Rowett</strong>, Performance Director, Journey Further</li> <li> <strong>Edward Smith</strong>, Marketing Director, Wowcher</li> <li> <strong>Michelle Walsh</strong>, Chief Operating Officer, VOX Cinemas</li> </ul> tag:econsultancy.com,2008:Report/4860 2018-07-25T03:24:00+01:00 2018-07-25T03:24:00+01:00 LINE: From Messaging to Merchandise <p>LINE is an instant messaging app operated by Line Corporation, a Japanese subsidiary of South Korea's NAVER Corporation. LINE reached 300m users in 30 months, and as of December 2017, LINE reported that it had 167.5m monthly active users in Japan, Taiwan, Thailand and Indonesia. </p> <p>Unlike other messaging platforms, LINE quickly monetized its platform by selling virtual "stickers". First launched in October 2011, these stickers are largely a mix of cartoons and Japanese-styled emojis, and have since gained a reputation as a humorous means of communication, particularly within Asia. These stickers, and its other services, have proved to be a boon for LINE, with Line Corporation ending its 2017 fiscal year with revenue of 167.1bn yen (US$1.53bn).</p> <p>In this briefing, we provide an overview of LINE, some of its innovative features and services, and how it managed to move from online to offline.</p> <p><strong>What you'll learn</strong></p> <ul> <li>How LINE monetized its user base</li> <li>Its ecosystem of features and services</li> <li>How it moved into the offline space successfully</li> <li>Its next steps forward</li> </ul> tag:econsultancy.com,2008:Report/3008 2018-07-23T13:30:00+01:00 2018-07-23T13:30:00+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 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 also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><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></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><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</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/4854 2018-07-18T10:13:00+01:00 2018-07-18T10:13:00+01:00 Ecommerce: Third-Party Marketplaces for Retailers #<Author:0x000000102f1ec0> <p><strong>'Ecommerce: Third-Party Marketplaces for Retailers' </strong>considers the pros and cons of third-party marketplaces, covering components such as merchandising, optimisation and pricing, as well as strategic recommendations.</p> <p>The report is a supplement to the <a href="https://econsultancy.com/reports/ecommerce">Ecommerce Best Practice Guide</a>, focusing specifically on aspects of best practice that relate to selling products through sites such as Amazon, eBay and Etsy. The report outlines the pros and cons of selling via these routes, so readers can choose the areas where their efforts can have the greatest impact on success.</p> <p>Like Econsultancy’s other guides, the report features interviews with experienced practitioners from a range of industries in order to provoke the thinking of anyone who works in ecommerce, from senior commercial decision makers in large and small businesses, to those whose full-time work is focused on ecommerce operations.</p> tag:econsultancy.com,2008:Report/4852 2018-07-17T03:56:26+01:00 2018-07-17T03:56:26+01:00 APAC Ecommerce Quarterly Q2 2018 <p style="border: 0px; vertical-align: baseline;">The <strong>APAC Ecommerce Quarterly</strong> is a series of presentations by Econsultancy that curates the latest trends and developments in ecommerce in the Asia-Pacific region. It is a collection of recent trends, and is a guide to what you should be keeping an eye on.</p> <p style="border: 0px; vertical-align: baseline;">Ecommerce in the APAC region is constantly in flux, and the <strong>APAC Ecommerce Quarterly</strong> contains relevant information that can be integrated into your own documents, presentation deck, or reports easily. The Quarterly will be published four times a year.</p> <p style="border: 0px; vertical-align: baseline;">The second edition of the <strong>APAC Ecommerce Quarterly</strong> has important statistics about the region, including conversion rates on shopping apps vs mobile web, and the most popular ecommerce categories in the region. It also highlights the latest <strong>Ramadan</strong> statistics, challenges faced by ecommerce businesses in <strong>Vietnam</strong>, details of <strong>Thailand Post</strong>'s latest ecommerce initiative, and <strong>JD.com</strong>'s recent foray into selling Australian apartments online.</p> tag:econsultancy.com,2008:Report/4841 2018-07-05T10:00:00+01:00 2018-07-05T10:00:00+01:00 Driving Digital Effectiveness with Product Thinking <p><strong>Product thinking</strong> promises to allow organisations to prioritise activity more effectively, as they can connect investment with return. It returns value more quickly, reduces waste, encourages a consumer-centric approach and connects teams and individuals with a collective sense of purpose.</p> <p>Like agile and lean thinking, product thinking comes from the world of software development. Its three pillars are:</p> <ul> <li> <strong>Doing the right thing:</strong> employing human-centred design; focusing on outcomes for the business, rather than deliverables from a process.</li> <li> <strong>Doing the thing right:</strong> building for continual change; delivering value early and building it continually.</li> <li> <strong>Doing it effectively:</strong> working in multi-disciplinary teams across the organisation; treating agencies and partners as an extension of the business.</li> </ul> <p>The <strong>Driving Digital Effectiveness with Product Thinking </strong>report, based on a survey of over 400 client-side marketers, agencies, consultants and vendors, looks at <strong>how advanced companies are in their digital transformation, and assesses how widely the ideas of product thinking have been adopted</strong>.</p> <p>It explores these topics by looking at the views of brands and agencies, and by comparing the views of the top-performing businesses with those of their mainstream counterparts.</p> <p>The report, published in partnership with <strong><a title="Code Computerlove" href="https://www.codecomputerlove.com/">Code Computerlove</a></strong>, is divided into four parts:</p> <ul> <li>In the first part, we look at the level of digital maturity among client-side businesses; how developed their use of digital media is, and their expectations for its use in the short term.</li> <li>We then move on to examine how they approach the development of the digital products and platforms that increasingly underpin all businesses, and the challenges they face in doing so.</li> <li>Following on from that, we look at their working practices, and how they work with agencies.</li> <li>And finally we examine how product thinking is being adopted, the barriers to that adoption and its likely impact, now and in the future.</li> </ul> tag:econsultancy.com,2008:Report/4840 2018-07-04T12:43:00+01:00 2018-07-04T12:43:00+01:00 Embracing Predictive Marketing <p><strong>Predictive analytics</strong> continues to be central to the most exciting opportunities in marketing; the delivery of great customer experiences, data-driven marketing focused on the individual, and the creation of compelling content for digital experiences.</p> <p>But it remains a challenging discipline that many organisations continue to struggle with.</p> <p>This report builds on two previous studies by Econsultancy and <a title="RedEye" href="https://www.redeye.com/"><strong>RedEye</strong></a> (the <a title="Predictive Analytics Report" href="https://econsultancy.com/reports/predictive-analytics-report">Predictive Analytics</a> and <a title="Achieving Predictive Maturity" href="https://econsultancy.com/reports/achieving-predictive-maturity">Achieving Predictive Maturity</a> reports), each looking at the extent to which brands are embracing predictive analytics and marketing, at the barriers to increased maturity, and at the opportunities afforded by its future use.</p> <p>This year’s <strong>Embracing Predictive Marketing</strong> report, the third in the series, follows a survey of 400 marketers carried out in 2016, and a series of qualitative interviews with senior practitioners conducted last year.</p> <p>This latest report revisited some of those interviewees and added others, supplementing the insights from these conversations with data from related survey-based Econsultancy reports.</p> <p>The following themes are featured in the report:</p> <ul> <li>Data-driven marketing requires a data-led organisation</li> <li>Data quality is still a stumbling block for many businesses</li> <li>The ability to deliver insights must be matched by the capacity to action them</li> <li>Artificial intelligence is the key to making sense of data at scale, but few companies are ready to exploit it</li> <li>The customer as a compass</li> </ul> <h3>Contributors</h3> <p>Econsultancy would like to thank the following people for their contributions to this report:</p> <ul> <li>Helena Andreas, CMO, <strong>Nordea</strong> </li> <li>Jack Daniel, Director of Digital, <strong>Molson Coors</strong> </li> <li>Javier Diez-Aguirre, VP Corporate Marketing, CSR &amp; Environment, <strong>Ricoh</strong> </li> <li>Adrian Hado, Head of Insights, Analytics and Customer Experience Design, <strong>Asia Miles</strong> </li> <li>David Hoyle, Lead Data Scientist, <strong>AutoTrader</strong> </li> <li>Simon Kaffel, Head of Data, Reporting, Insight and Control, <strong>HSBC</strong> </li> <li>Katrina King, Director of Customer Value &amp; Experience, <strong>Direct Line Group</strong> </li> <li>Colin Lewis, CMO, <strong>OpenJaw Technologies</strong> </li> <li>Paul Morris, Global Ecommerce Director, <strong>Specsavers</strong> </li> <li>Iain Noakes, Chief Customer Journey Officer, <strong>The Economist</strong> </li> <li>Paul Randle, <strong>Consultant</strong> </li> <li>Terry Rydzynski, Senior Optimisation Manager, <strong>Camelot</strong> </li> <li>Chris Worle, Director of Digital Strategies, <strong>Hargreaves Lansdown</strong> </li> </ul> tag:econsultancy.com,2008:Report/4834 2018-06-30T16:45:00+01:00 2018-06-30T16:45:00+01:00 Navigating Brexit: A Provisional Guide for Marketers and HR (Talent) #<Author:0x0000000ddddda0> <p>The outcome of the EU referendum in 2016 and the negotiations that followed brought economic volatility and a prevailing uncertainty. The response of those in the marketing and digital industries has been pragmatic and focused on building their existing core strengths.</p> <p>This report gathers the opinions of business leaders, marketers and HR professionals, and reflects on a range of evidence of consumer and industry behaviours since 23 June 2016.</p> <p>From a talent perspective, companies are navigating the changing landscape to retain their position as attractive, inclusive employers. Retaining and growing existing international relationships is also a priority, impacted by both the UK’s withdrawal from the EU in an operational sense and the cultural impact of Brexit.</p> <p>Companies must ensure they refocus their export strategies and understand opportunities for growth outside of domestic markets. The immediate economic turbulence following the membership referendum has subsided. However, as negotiations continue to shape the future relationship of the UK and the EU, business must prepare for future currency fluctuations and their impacts both to operational cost bases and customer behaviours.</p> tag:econsultancy.com,2008:Report/4833 2018-06-30T16:45:00+01:00 2018-06-30T16:45:00+01:00 Social Quarterly: Q2 2018 <p>The <strong>Social Quarterly</strong> is a series of presentations by Econsultancy, which curate the latest trends, developments and statistics in social media. The reports focus on distilling the most recent data and trends, aiming to provide a guide to what's happening now in social media and what you should be keeping an eye on.</p> <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 integrated 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><strong>This edition of Social Quarterly includes</strong> the latest stats about social media advertising and the latest information about Facebook's efforts to tackle fake news. It also looks at updates to <strong>Instagram</strong>, <strong>Snapchat, Pinterest </strong>and the rise of <strong>YouTube Music and YouTu</strong><strong>be Premium.</strong><br></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/4814 2018-06-25T11:00:00+01:00 2018-06-25T11:00:00+01:00 2018 Email Marketing Industry Census <p>The 12th annual<strong> Email Marketing Industry Census</strong>, published in partnership with <a href="http://www.adestra.com">Adestra</a>, takes an in-depth look at email practices being adopted, and covers key topics such as marketing automation, segmentation, personalisation and optimisation for different devices.</p> <p>The future of email also has its own dedicated section, including questions on artificial intelligence and predictive analytics.</p> <p>With <strong>12 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 700 respondents took part in the 2018 Census, which took the form of an online survey in March and April 2018.</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 12 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>Email continues to be the most effective marketing channel, though fewer marketers report stellar performance</li> <li>Too many companies are relying on superficial metrics without looking at the bigger commercial picture</li> <li>Marketing automation is top of mind, but still a work in progress</li> <li>Personalisation at scale remains a tough nut to crack</li> <li>The backdrop of GDPR looms large for email marketers</li> <li>Companies continue to wrestle with device optimisation</li> <li>Responsibility for email marketing moves to teams, with design and content sucking up more time</li> <li>Email technology early adopters plan for future of email with artificial intelligence and predictive solutions</li> </ul> <h2>Expert insight</h2> <p>The report contains insight and comment from leading experts in the email marketing world and associated digital sectors, including:</p> <ul> <li>Rachel Aldighieri, Managing Director, <strong>DMA</strong> </li> <li>David Baker, Partner, <strong>RedPill Email</strong> </li> <li>Andrew Campbell, Martech Director, <strong>First 10</strong> </li> <li>Stephanie (Sam) Miller, Lead Advisor for Digital Transformation, <strong>Econsultancy USA</strong> </li> <li>Kath Pay, Founder and Senior Consultant, <strong>Holistic Email Marketing</strong> </li> <li>Jordie van Rijn, Founder of emailvendorselection.com and<strong> eMailMonday</strong> </li> <li>Natalie Rockall, Founder, <strong>Eleven11 Digital</strong> </li> <li>Philip Storey, Principal Email Marketing Consultant, <strong>Enchant Agency</strong> </li> <li>Rikke Thomsen, Head of Email Marketing, <strong>Sleeknote</strong> </li> <li>Jenna Tiffany, Founder and Strategy Director, <strong>Let’s Talk Strategy</strong> </li> <li>Tim Watson, Email Consultant, <strong>Zettasphere</strong> </li> </ul> <p><strong>You can download a free sample of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4810 2018-06-21T05:03:00+01:00 2018-06-21T05:03:00+01:00 Innisfree: Reshaping the Korean Skincare In-store Experience <p>Headquartered in South Korea, Innisfree is a skincare and beauty brand that was launched by Amorepacific Corporation in 2000. Innisfree began its journey by selling cosmetic products using natural ingredients from the volcanic island of Jeju, South Korea. Today, it promotes natural beauty and an eco-friendly approach to living. Innisfree’s all-natural products and eco-friendly marketing strategy lent itself perfectly to ride on the wave of South Korean pop culture currently in vogue across many parts of Southeast Asia.</p> <p>Innisfree has been particularly successful in Southeast Asia and China. In 2016, Innisfree achieved annual sales of US$880 million (around 1 trillion Korean won), and in 2017, they accumulated a total of US$595 million (642 billion Korean won) in sales.<a title="" name="_ftnref2"></a> Innisfree has over 1480 stores across Asia,<a title="" name="_ftnref3"></a> and in September 2017, it opened its flagship store in New York City.</p> <h2>What you'll learn:</h2> <ul> <li>How Innisfree cultivates its all-natural eco-friendy image</li> <li>How it is improving its in-store experience</li> <li>The evolution of the beauty and skincare market in South Korea and Asia</li> </ul>   tag:econsultancy.com,2008:Report/4822 2018-06-15T17:35:00+01:00 2018-06-15T17:35:00+01:00 A Marketer’s Guide to AI and Machine Learning #<Author:0x0000000ee361e8> Lynette Saunders <p><strong>A Marketer’s Guide to AI and Machine Learning</strong> will demystify artificial intelligence (AI) and machine learning (ML), provide an update on the current adoption of AI and ML and explain how organisations can use AI and ML in marketing, ecommerce and customer experience.</p> <p>It will explain the role of AI and ML and the opportunities it gives marketers to derive insight from data, improve effectiveness of marketing and add value to customers. Above all, it will provide a framework for approaching AI and ML as a marketing professional.</p> <p>The report will:</p> <ul> <li>Help marketers establish an AI and ML point of view and opinion on how it might fit into their marketing plans.</li> <li>Provide an overall understanding of AI and ML and how they combine with other emerging technology trends.</li> <li>Make predictions on market size and the speed of adoption.</li> <li>Explore how and why AI and ML will transform the marketing of products and services and how it can be harnessed right now.</li> <li>Offer examples from different industries including retail, FMCG/CPG, financial services, utilities and telecommunications, travel, manufacturing and logistics, pharmaceutical and healthcare.</li> <li>Discuss important considerations for designing a strategy.</li> </ul> <p>Econsultancy would like to thank the following people for their contribution to this report:</p> <ul> <li> <strong>Bjørn Büchmann-Slorup</strong>, Head of Customer Relations Personal Banking Norway, Danske Bank</li> <li> <strong>Saul Lopes</strong>, Customer Lifecycle Lead, Virgin Holidays Ltd</li> <li> <strong>Alessandra di Lorenzo</strong>, Chief Commercial Officer - Media &amp; Partnerships, Lastminute.com Group</li> <li> <strong>Anastasia Georgievskaya</strong>, General Manager, Youth Laboratories</li> <li> <strong>Chris Sykes</strong>, CEO, Volume AI</li> <li> <strong>Phil Westcott</strong>, Managing Director, Filament</li> <li> <strong>Andy Phillips</strong>, Director of Communications, Emarsys</li> <li> <strong>Gerd Leonhard</strong>, CEO, The Futures Agency</li> <li> <strong>Andrew Davies</strong>, Co-founder and CMO, Idio</li> <li> <strong>Mike Nunez</strong>, CEO, Frida.ai</li> <li> <strong>Kester Poh</strong>, Co-founder and CEO, AIChat</li> <li> <strong>Parry Malm</strong>, CEO, Phrasee</li> <li> <strong>Mikhail Naumov</strong>, President and Co-founder, Digital Genius</li> <li> <strong>Manish Goyal</strong>, Head Business Development and Partnerships, Xstage Labs</li> <li> <strong>Callum Adamson</strong>, Co-founder, Distributed</li> </ul> tag:econsultancy.com,2008:Report/4144 2018-06-11T12:26:00+01:00 2018-06-11T12:26:00+01:00 Social Media Strategy Best Practice Guide #<Author:0x0000000f146680> <p>Part of our <a title="Social Media Best Practice Guide" href="https://econsultancy.com/reports/social-media-best-practice-guide/">Social Media Best Practice Guide bundle</a>, this report aims to identify <strong>best practice approaches, techniques, measurement considerations, challenges and opportunities for creating your social media strategy.</strong></p> <p>It contains actionable, real-world insight with detailed explanations to help you start and improve your performance on social media platforms.</p> <p>Throughout the report, we bring you examples of how companies are using social media in different ways, as well as insights from companies interviewed specifically for this guide.</p> <p>For more details on the main features of social media platforms and the most pressing considerations for marketers looking to generate the most value from social media, read the complementary <a href="https://econsultancy.com/reports/social-media-platforms-overview">Social Media Platforms Overview</a> and the <a href="https://econsultancy.com/reports/paid-social-media-advertisinghttps://econsultancy.com/reports/paid-social-media-advertising">Paid Social Media Advertising</a> report.</p> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews with a range of senior digital and non-digital marketers, communications leads and social media strategists.</li> </ul> <h2>Lead author</h2> <p>The lead author for our social media best practice guides is <strong>Michelle Goodall</strong>, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.</p> <p>She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.</p> <p>Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.</p> <h2>Contributors</h2> <p>The author and Econsultancy wish to extend sincere thanks to the following respected professionals who have contributed to the report:</p> <ul> <li> <strong>Richard Bagnall</strong> – CEO, PRIME Research UK &amp; SVP PRIME Research Europe</li> <li> <strong>Alison Traboulsi</strong> - Social Media Editor, Direct Line Group</li> <li> <strong>Kerry Taylor</strong> – EVP, MTV International. Chief Marketing Officer, Viacom UK at Viacom </li> <li> <strong>Guy Stephens</strong> – Social Customer Care Consultant, IBM</li> <li> <strong>Stephen Waddington</strong> – Partner and Chief Engagement Officer, Ketchum</li> <li> <strong>Ros Lawler</strong> – Digital Director, Tate</li> <li> <strong>Mark Frankel</strong> – Social Media Editor, BBC News</li> <li> <strong>Helen Wood</strong> – Planning Director, H&amp;K Strategies</li> <li> <strong>Sophie Mindell </strong>– Content &amp; Publishing Strategist, H&amp;K Strategies</li> <li> <strong>Matt Owen</strong> – Founder, Atomise Marketing</li> <li> <strong>Alison Spray</strong> – Director of Data and Insights, H&amp;K Strategies (AMEC Board Member)</li> <li> <strong>Jeff Semones</strong> – Managing Partner, Head of Social Media, MediaCom</li> </ul> <p><strong>Stay tuned - Econsultuancy will host a Social Media webinar, further exploring the most important issues and takeaways in this report on 20th September 2018.  </strong></p> tag:econsultancy.com,2008:Report/4147 2018-06-11T12:00:00+01:00 2018-06-11T12:00:00+01:00 Social Media Bundle #<Author:0x0000000f4bb9c8> <p>According to research by GlobalWebindex, <strong>93% of internet users have at least one social media account</strong>. With social media touching so many areas of an organisation, the process of getting social media right has never been more important.</p> <p>This <strong>Social Media Best Practice Guide</strong> contains actionable, real-world insight with detailed explanations to help you start and improve your performance on social media platforms.</p> <p>In order to enable you to quickly access the information you need to start improving your marketing efforts, the guide is available as two individual reports:</p> <h3><strong>1. <a title="Social Media Strategy Best Practice Guide" href="https://econsultancy.com/reports/social-media-strategy-best-practice-guide/">Social Media Strategy Best Practice Guide</a></strong></h3> <p>The aim of this research is to identify <strong>best practice approaches, techniques, measurement considerations, challenges and opportunities for creating your social media strategy.</strong></p> <p>As social media platforms continue to evolve at a rapid rate we also cover some of the exciting developments taking place in social media.</p> <h3><strong>2. <a title="Social Media Platforms Overview" href="https://econsultancy.com/reports/social-media-platforms-overview/">Social Media Platforms Overview</a></strong></h3> <p><strong>We've updated our social media platforms overview guide in 2018</strong> to account for the rapid developments occurring in this space. This report's purpose is to provide <strong>a snapshot of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media</strong>.</p> <p>It provides a summary of the main features of these platforms, and outlines some of the options available to marketers when developing a paid, owned and earned strategic approach to social media marketing and communications.</p> <p>From Snapchat Lenses and Geofilters and Facebook's latest innovations to Live Video, Augmented Reality and Chatbots, our 2018 edition will ensure that you're up to date with the latest platform trends.</p> <h3> <strong>3. </strong><a href="https://econsultancy.com/reports/paid-social-media-advertising">Paid Social Media Advertising</a> </h3> <p>This report provides an overview of the major social media channels and the most pressing considerations for marketers looking to <strong>generate the most value from social media advertising.</strong></p> <p>It provides a summary of the <strong>main self-serve advertising options on these channels, and outlines some of the premium options</strong> available to marketers when developing a strategic approach to social media marketing and communications.</p> <h2>Lead author</h2> <p>The lead author for our social media best practice guides is <strong>Michelle Goodall</strong>, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.</p> <p>She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.</p> <p>Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.</p> <p><strong>Stay tuned: Econsultancy will host a Social Media webinar, further exploring the most important issues and takeaways in these reports on 20th September 2018.  </strong></p> <h2>Social Quarterly</h2> <p>For more information about the latest trends, developments and statistics in social media, check out our <a href="https://econsultancy.com/reports/social-quarterly-q2-2018">Social Quarterly: Q2 2018 report</a>. 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> tag:econsultancy.com,2008:Report/4812 2018-06-06T10:00:00+01:00 2018-06-06T10:00:00+01:00 Digital Intelligence Briefing: 2018 Digital Trends in Financial Services #<Author:0x0000000f4f7dd8> <p>The <strong>2018 Digital Trends in Financial Services </strong>report is a barometer of the extent to which financial services and insurance (FSI) organisations are embracing digital technology, focusing their strategies and prioritising resources for the year ahead and beyond.</p> <p>The report is based on a sample of almost 700 senior industry leaders (manager level or above) who were among around 13,000 digital professionals taking part in the annual Digital Trends survey.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>The CX imperative: meeting the fintech challenge</li> <li>Data, personalisation and AI</li> <li>Capabilities, skills and budgets</li> <li>Actionable tips to help future-proof your FSI business</li> </ul> <h3>Findings include:</h3> <ul> <li> <strong>FSI companies maintain focus on customer experience (CX) </strong><strong>and the customer journey. </strong>More than a quarter (28%) of FSI respondents rank optimising the CX as the ‘single most exciting opportunity’ in 2018, compared to 18% of their peers across all other sectors. They are also significantly more likely than their peers to regard customer journey optimisation as ‘very important’ over the next few years (81% for FSI vs. 69% for other sectors).</li> </ul> <ul> <li> <strong>Organisations in this sector are neglecting content as a key requirement in the recipe for creating compelling experiences.</strong> FSI companies are less inclined than their peers in other sectors to cite the creation of compelling content for digital experiences as the top opportunity for the year ahead (7% vs. 15%). Content marketing, content management, and creation and delivery of video content are also relatively off-radar as priorities for FSI companies, when compared with those outside of the industry.</li> </ul> <ul> <li><strong>FSI industry seeks to master data-driven marketing, personalisation and AI.</strong></li> <ul> <li>Data-driven marketing is regarded as the second most exciting opportunity for 2018, registering a percentage which is higher than the equivalent figure for respondents in other sectors (23% vs. 15%).</li> <li>More than a third (37%) of respondents in this sector describe targeting and personalisation as a top-three priority for 2018, compared to less than a quarter (23%) of respondents across all sectors.</li> <li>The majority (61%) of companies surveyed are either using artificial intelligence (AI) already, or planning to do so within the next 12 months, a percentage that puts this sector ahead of others (44%).</li> </ul> </ul> <ul> <li> <strong>Technology is a barrier to digital progress.</strong> The proportion of FSI companies that have implemented a highly integrated, cloud-based technology stack is in single figures (7%). Wealth and asset management providers are particularly challenged in respect of technology, with 61% rating technology as ‘difficult to master’.</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/4809 2018-06-05T11:25:00+01:00 2018-06-05T11:25:00+01:00 Digital Intelligence Briefing: 2018 Digital Trends for Creative and Design Leaders #<Author:0x0000000f564140> <p>The <strong>2018 Digital Trends for Creative and Design Leaders </strong>report explores the priorities, opportunities and challenges ahead through the lens of creative and design professionals.</p> <p>For the first time our annual survey of digital professionals had specific questions for this cohort of respondents, to help us understand in more detail their opportunities and pain points.</p> <p>The research, conducted by Econsultancy in partnership with <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, is based on a sample of over 2,600 creative and design respondents who were among around 13,000 digital professionals taking part in the eighth annual Digital Trends survey.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>Design-driven companies are outperforming competitors</li> <li>Top priorities and opportunities</li> <li>Challenges</li> <li>Actionable tips to help future-proof your creative and design capabilities</li> </ul> <h3>Findings include:</h3> <ul> <li> <strong>Design-driven companies are outperforming their peers. </strong>More than a quarter (26%) of senior creative and design professionals surveyed for this report regard their organisations as ‘definitely’ being design-driven, while a further 41% say this is ‘somewhat’ the case. Design-driven companies are almost twice as likely as other companies to be significantly outperforming their competitors (32% vs. 17%).</li> <li> <strong>Real-time personalisation is seen as the most exciting </strong><strong>opportunity. </strong>The most exciting opportunity for creative and design leaders in the medium term is delivering personalised experiences in real time, voted for by 31% of client-side and 39% of agency respondents.</li> <li> <strong>Poor processes and workflows are slowing down </strong><strong>creative and design leaders. </strong>Design-driven companies are 79% more likely than their peers to have the processes and collaborative workflows to achieve a design advantage (68% vs. 38%). Four in ten (40%) client-side creative and design leaders report that outdated workflows are a major internal barrier.</li> <li> <strong>Companies are reaping the benefits of AI. </strong>When asked what their organisations are using AI for, the most likely application is analysis of data, cited by 54% of client-side and 45% of agency respondents. For most other use cases, agency respondents are more likely than their client-side counterparts to indicate usage of AI, including for email marketing, programmatic advertising, on-site personalisation, content creation and automated campaigns.</li> <li> <strong>Creative and design talent is in short supply.</strong> More than a third (36%) of in-house practitioners cite access to creative talent as a key external challenge, while a similar percentage (37%) cite recruitment and retention of the right people with the right skills as a major internal barrier.</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/4148 2018-06-01T12:45:00+01:00 2018-06-01T12:45:00+01:00 Social Media Platforms Overview #<Author:0x0000000f743560> <p>Part of our <a title="Social Media Best Practice Guide" href="https://econsultancy.com/reports/social-media-best-practice-guide/">Social Media Best Practice Guide bundle</a>,<strong> we've updated and refreshed this report for 2018</strong> to reflect on the latest trends and to provide <strong>a snapshot of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media</strong>, as well as what to consider when making the business case for social media platforms.</p> <p>The report provides a summary of the main features of social media platforms, and outlines some of the options available to marketers when developing a paid, owned and earned strategic approach to social media marketing and communications.</p> <p>Throughout the report, we bring you <strong>examples of how companies are using social media in different ways, as well as insights from companies interviewed</strong> specifically for this guide.</p> <p>For more details on <strong>best practice approaches, techniques, challenges and opportunities for creating your social media strategy</strong>, read the complementary <strong><a title="Social Media Strategy Best Practice Guide" href="https://econsultancy.com/reports/social-media-strategy-best-practice-guide/">Social Media Strategy Best Practice Guide</a></strong>.</p> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews with a range of senior digital and non-digital marketers, communications leads and social media strategists. </li> </ul> <h2>Lead author</h2> <p>The lead author for our social media best practice guides is <strong>Michelle Goodall</strong>, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.</p> <p>She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.</p> <p>Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.</p> <h2>Contributors</h2> <p>The author and Econsultancy wish to extend sincere thanks to the following respected professionals who have contributed to the report:</p> <ul> <li> <strong>Kerry Taylor</strong> – EVP, MTV International &amp; Chief Marketing Officer, Viacom UK at Viacom</li> <li> <strong>Mark Frankel</strong> – Social Media Editor, BBC News</li> <li> <strong>Will McInnes</strong> - Chief Marketing Officer, Brandwatch</li> <li> <strong>Stephen Waddington</strong> – Chief Engagement Officer, Ketchum</li> <li> <strong>Georgina Forster</strong> – Managing Director, Mirum, San Diego</li> <li> <strong>Helen Wood</strong> – Planning Director, H&amp;K Strategies</li> <li> <strong>Sophie Mindell and Micaela Maciel</strong> – Content &amp; Publishing Strategists, H&amp;K Strategies</li> <li> <strong>Alison Traboulsi</strong> – Social Media Editor, Direct Line Group</li> <li> <strong>Matt Owen</strong> – Founder, Atomise Marketing</li> <li> <strong>Rafi Nizam</strong>, VP Creative, NBC Universal International</li> <li> <strong>Jeff Semones</strong>, Managing Partner, Head of Social Media, MediaCom</li> </ul> <p><strong>Stay tuned - Econsultuancy will host a Social Media webinar, further exploring the most important issues and takeaways in this report on 20th September 2018.  </strong></p> tag:econsultancy.com,2008:Report/4807 2018-05-24T11:05:00+01:00 2018-05-24T11:05:00+01:00 Digital Intelligence Briefing: 2018 Digital Trends in Retail <p>The <strong>2018 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 2018, covering topics ranging from customer experience and mobile to data-driven marketing and artificial intelligence.</p> <p>The research, conducted by Econsultancy in partnership with <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, is based on a sample of almost 600 retail respondents who were among around 13,000 digital professionals taking part in the eighth annual Digital Trends survey.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>Retailers focus on omnichannel</li> <li>The use of data to enhance CX</li> <li>Investment is the recipe for retail success</li> <li>Actionable tips to help future-proof your retail business</li> </ul> <h3>Findings include:</h3> <ul> <li> <strong>Retailers prioritise omnichannel approach to help them differentiate through customer experience.</strong> Content and experience management and omnichannel marketing are the top priorities for retailers in 2018. More than half of respondents indicate that each of these areas is a top-three priority and, in the case of omnichannel marketing, a quarter (25%) of all retailers surveyed make this their number one priority for the year ahead.</li> <li> <strong>Companies recognise the need to master data capabilities in order to adopt a more personalised and scalable approach to marketing.</strong> While, in hindsight, only 9% of retailers saw data-driven marketing as the most exciting opportunity for 2017, more than double that percentage (19%) regard it as the foremost opportunity for the year ahead.</li> <li> <strong>Focus on real-time personalisation to enhance the customer experience.</strong> Looking ahead three years, the most exciting prospect for retailers is delivering personalised experiences in real time (cited by 37% of respondents).</li> <li> <strong>Digital marketing budgets are on the increase, but investment in digital skills and investment is being neglected.</strong> Nearly three-quarters (72%) of respondents plan to increase digital marketing spending during 2018, a significantly higher percentage than the average across all sectors. As reported in the main <a title="Digital Intelligence Briefing: 2018 Digital Trends" href="https://www.econsultancy.com/reports/digital-intelligence-briefing-2018-digital-trends">2018 Digital Trends report</a>, around two-thirds (67%) of all companies surveyed are planning to boost their digital marketing budgets this year.</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/4803 2018-05-23T12:40:00+01:00 2018-05-23T12:40:00+01:00 Digital Intelligence Briefing: 2018 Digital Trends in South Africa <p>The <strong>2018 Digital Trends in South Africa </strong>report, based on the eighth annual trends survey conducted by Econsultancy and <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, looks at the most significant trends that will impact South African companies in the short to medium term.</p> <p>The research is based on a sample of almost 230 digital professionals based in South Africa who were among around 13,000 respondents taking part in the annual Digital Trends survey.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>Current state of digital maturity</li> <li>Customer journeys are the priority as channel choice increases</li> <li>Social media remains king but content is chasing the throne</li> <li>Design-led thinking impeded by a lack of internal process and tech</li> <li>The future is personalised, but not yet automated</li> <li>Fit for the future: five areas South African marketers should focus on</li> </ul> <h3>Findings include:</h3> <ul> <li> <strong>Perceptions of digital maturity may have become more realistic.</strong>  Only 12% of companies claimed to be digital-first this year; a drop on last year’s 17%. Compared to last year, respondents are less likely to describe their organisations as design-driven, with those responding as such dropping to 54% from 69% last year.</li> <li> <strong>Optimising journeys across channels is a priority, but it’s hindered by technology.</strong> Optimising the customer journey across multiple touchpoints is the most important factor for companies responding to the survey: the vast majority (83%) said this was ‘very important’ to their digital marketing over the next few years.</li> <li> <strong>Mobile focus does not yet equal mobile traffic.</strong> South Africa is mobile-led, with over 75% of internet traffic coming from mobile. However, only 9% of companies said mobile optimisation was a top priority for 2018, compared to 20% of agencies.</li> <li> <strong>Social media remains a focus as companies optimise their content efforts.</strong> Social media engagement is the top digital related priority for companies and agencies in 2018, selected by 27% and 39% respectively. Seven in ten (71%) company respondents see 'optimising creative workflows to facilitate the rapid creation and deployment of content across multiple platforms' as very important for CX success over the next year.</li> <li> <strong>Use of emerging technology remains a distant future for the majority.</strong> South African companies are, relative to their international peers, more likely to be using artificial intelligence, though this group is still the minority (20%). Almost half have no plans to use AI, due to a lack of knowledge and resource (42% each), while a larger proportion (47%) haven’t put thought into how they could use the technology in their business.</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/4800 2018-05-23T03:14:00+01:00 2018-05-23T03:14:00+01:00 State of Ecommerce Marketplaces in Southeast Asia and Taiwan <p>The <strong>State of Ecommerce Marketplaces in Southeast Asia and Taiwan</strong> report, published by Econsultancy in association with <strong>Shopee</strong>, is based on a survey of close to 14,000 online retailers and marketers across Indonesia, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam. The aim of the survey is to uncover the state of ecommerce marketplaces in Southeast Asia and Taiwan. The report focuses on the benefits and challenges of selling on online marketplaces as perceived by online retailers and marketers.</p> <p>A major focus of this report is on the challenges that online retailers and brand marketers face, the benefits they see of selling on online marketplaces, and uncovering the features they want from an ideal ecommerce platform. The report includes detailed statistics that have been separated by country, but also provides a high-level regional perspective.</p> <p><strong>Key findings</strong> from the research include:</p> <ul> <li>Fashion and accessories is the most popular category on online marketplaces</li> <li>Last-mile fulfilment is considered a major problem in many countries</li> <li>Mobile payments are a solution for the developing economies to satisfy online shopping demands</li> </ul> tag:econsultancy.com,2008:Report/4604 2018-05-11T14:50:00+01:00 2018-05-11T14:50:00+01:00 Paid Social Media Advertising #<Author:0x000000101fe400> <p>Econsultancy's <strong>Paid Social Media Advertising Best Practice Guide</strong> provides an overview of the major social media channels and the most pressing considerations for marketers looking to generate the most value from social media advertising.</p> <p>The guide provides a <strong>summary of the main self-serve advertising options</strong> on these channels, and outlines some of the premium options available to marketers when <strong>developing a strategic approach to social media marketing</strong> and communications.</p> <p>It has been written to complement Econsultancy's <a href="https://econsultancy.com/reports/social-media-best-practice-guide">Social Media Strategy Best Practice Guide</a>, <a href="https://econsultancy.com/reports/social-media-platforms-overview">Social Media Platforms Overview</a> and <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">Paid Search Best Practice Guide</a>.</p> <h2>Topics covered</h2> <p>The report covers the following topics:</p> <ul> <li>Paid Social Media Advertising Basics</li> <li>Planning and Strategy for Paid Social Media</li> <li>Ad Creative and Copy Strategy</li> <li>Platform Strategy</li> <li>Managing Paid Social Media Advertising</li> <li>Tools</li> <li>Optimisation</li> <li>Managing Data</li> <li>Additional Challenges</li> <li>Measurement and Evaluation</li> </ul> <h2>Contributors</h2> <p>Econsultancy would like to thank the following interviewees who contributed to this report: </p> <ul> <li> <strong>Christi Burnum</strong>, VP, Group Manager, Paid Media, Ketchum</li> <li> <strong>Debra Forman</strong>, President, Ketchum Digital</li> <li> <strong>Joanna Halton</strong>, Director and Founder, Jo &amp; Co.</li> <li> <strong>Andrew Hood</strong>, Managing Director, Lynchpin Analytics</li> <li> <strong>Paul Kasamias</strong>, Head of Performance Media, Starcom | Performics</li> <li> <strong>Dave Lowe</strong>, Paid Media Manager, Regital</li> <li> <strong>Oscar Romero</strong>, Head of Performance Media, Spark Foundry | Performics</li> <li> <strong>Becky Steeden</strong>, Social Media Manager, RNLI</li> </ul> <p><strong>Stay tuned - Econsultuancy will host a Social Media webinar, further exploring the most important issues and takeaways in this report on 20th September 2018.  </strong></p> tag:econsultancy.com,2008:Report/4791 2018-05-11T09:45:00+01:00 2018-05-11T09:45:00+01:00 APAC Ecommerce Quarterly Q1 2018 <p>The <strong>APAC Ecommerce Quarterly</strong> is a series of presentations by Econsultancy that curates the latest trends and developments in ecommerce in the Asia-Pacific region. It is a collection of recent trends, and is a guide to what you should be keeping an eye on.</p> <p>Ecommerce in the APAC region is constantly in flux, and the <strong>APAC Ecommerce Quarterly</strong> contains relevant information that can be integrated into your own documents, presentation deck, or reports easily. The Quarterly will be published four times a year.</p> <p>This first edition of the <strong>APAC Ecommerce Quarterly</strong> has important statistics about the region, including mobile penetration rates and the most visited ecommerce sites by mobile traffic. It also highlights the latest acquisitions by <strong>Alibaba</strong>, significant investments in Indonesia by <strong>JD.com</strong>, how Australian retailers are preparing for <strong>Amazon</strong>'s invasion, and the most recent moves into blockchain by Japan's <strong>Rakuten</strong>.</p> <p>The Ecommerce Quarterly will help you to:</p> <ul> <li>Stay up to date with regular updates on the ecommerce space in APAC</li> <li>Populate your presentations with relevant data</li> <li>Find more ecommerce-related information via Econsultancy links</li> </ul> tag:econsultancy.com,2008:Report/4789 2018-05-04T09:28:00+01:00 2018-05-04T09:28:00+01:00 Embracing Technology and Innovation in Digital Marketing – Energy and Utilities #<Author:0x000000102e3668> <p>The energy and utilities industry is undergoing a period of unprecedented transformation. The wave of technological innovations in the industry mean that companies have to change the way they communicate and interact with their customers. </p> <p>The sector is moving away from a call centre industry and embracing modern tools such as programmatic advertising, chatbots and personal assistants to bolster its marketing and communication efforts. While disruption and innovation are becoming the new norm, industry professionals are faced with evermore demanding market circumstances.</p> <p><strong>'Embracing Technology and Innovation in Digital Marketing – Energy and Utilities'</strong> will uncover the marketing innovations in the energy and utilities sector, investigate marketers' openness to embracing new practices and technologies and explore how they are preparing to better position their organisations in an increasingly uncertain and competitive world.</p> <p>Econsultancy would like to thank the following professionals for their contributions to this report:</p> <ul> <li> <strong>Adam Ashcroft,</strong> Director, Synthetix</li> <li> <strong>Conor Barron,</strong> Digital Communications Manager, Bord Gáis Energy</li> <li> <strong>Steven Davidson</strong>, Head of Marketing, Black Sheep Utilities</li> <li> <strong>Janelle Dawson</strong>, Marketing Manager, Viva Energy</li> <li> <strong>Morgan Lloyd</strong>, Head of Brand and Marketing, Welsh Water</li> <li> <strong>Lorne MacLennan</strong>, Director of Marketing Operations, SSE plc</li> <li> <strong>Peter McKean</strong>, Managing Director, Synthetix</li> <li> <strong>Stuart Ravens</strong>, Principal Research Analyst, Navigant</li> <li> <strong>Camille Seoane,</strong> Public Relations &amp; Marketing Assistant, The Energy Check</li> <li> <strong>Dr Neil Williams</strong>, Founder, Tilix Smart Energy</li> </ul> tag:econsultancy.com,2008:Report/4785 2018-04-26T15:08:00+01:00 2018-04-26T15:08:00+01:00 A Marketer’s Guide to the Internet of Things #<Author:0x000000103346a8> Martin Talks <p><strong>A Marketer's Guide to the Internet of Things</strong> will demystify the Internet of Things (IoT), provide an update on the current adoption of IoT and explain how organisations can use IoT in marketing. </p> <p>It will explain the role of IoT as part of the trend towards ubiquitous computing and the opportunities that gives marketers to acquire data, develop products and services and add value to customers</p> <p>The report will: </p> <ul> <li>Help marketers establish an IoT point of view and opinion on how it might fit into their marketing plans. </li> <li>Provide an overall understanding of IoT and how it combines with other emerging technology trends.</li> <li>Make predictions on market size and the speed of adoption. </li> <li>Explore how and why IoT will transform the marketing of products and services and how it can be harnessed right now. </li> <li>Offer examples from different industries including retail, FMCG/CPG, financial services, utilities and telecommunications, travel, manufacturing and logistics, pharmaceutical and healthcare. </li> <li>Explain the breadth of opportunity afforded to brands, including revenues, brand extension, customer service and advertising. </li> <li>Discuss important considerations for designing a strategy. </li> <li>Propose a formula for IoT success.</li> </ul> <p>Econsultancy would like to thank the following people for their contribution to this report:</p> <ul> <li> <strong>Niall Murphy and Andy Hobsbawm</strong>, Co-founders, EVRYTHNG</li> <li> <strong>Josh Valman</strong>, CEO, RPD International</li> <li> <strong>Tom Wood</strong>, Managing Partner, Foolproof</li> <li> <strong>David Simmons</strong>, CTO and General Manager, Ping Asset Ltd</li> <li> <strong>Hans Nasemann</strong>, VP Major Appliances Asia Pacific, Electrolux</li> <li> <strong>Gerd Leonhard,</strong> CEO, The Futures Agency</li> <li> <strong>Mirko Giacco Michelangelo</strong>, Director of Commercial Operations and Digital, Vodafone Hungary</li> <li> <strong>James Chandler,</strong> Chief Marketing Officer, IAB UK</li> </ul> tag:econsultancy.com,2008:Report/4783 2018-04-25T09:34:00+01:00 2018-04-25T09:34:00+01:00 A Guide to the Modern Marketing Model (M3) and Organisational Structures #<Author:0x0000001039ddd8> Ashley Friedlein <p>Many marketing leaders have been forced to rethink the structure of their marketing teams in order to take advantage of the new capabilities and tools that are available to the modern marketer. Many have also done so as a result of changes in the wider business landscape. In response to these changes, Econsultancy has published a new unifying framework for modern marketing called the Modern Marketing Model (M3). M3 is designed to reconcile classical and digital marketing and provides a clear reference to help clarify an organisation’s expectations of what the marketing function does.</p> <p>Econsultancy's <strong>'A Guide to the Modern Marketing Model (M3) and Organisational Structures'</strong> report provides insight into the changing structure of the marketing organisation.</p> <p>The report has several objectives:</p> <ul> <li>To understand how companies are structuring their marketing organisations to compete in this accelerated new world. This includes examining the remit of marketing in terms of its influence on leading organisational change.</li> <li>To examine common organisational structures and how these structures might be understood by marketing leaders through the lens of the Modern Marketing Model (M3).</li> <li>To suggest a number of ‘enlightened’ organisational structures that marketing leaders can use as frameworks for leading change within their own organisations.</li> </ul> <p>Econsultancy would like to thank the following people for their contributions to this report: </p> <ul> <li> <strong>Colin Lewis</strong>, CMO, OpenJaw Technologies</li> <li> <strong>Andy Evans</strong>, CMO, Sovrn</li> <li> <strong>Nancy Furber</strong>, Senior Marketing Services Manager, Cancer Research</li> <li> <strong>Neil McKinnon</strong>, Head of Marketing, Infectious Media</li> <li> <strong>Attila Jakab</strong>, CEO, Infectious Media</li> <li> <strong>Tom Daniell</strong>, Retail &amp; Marketing Director, Aviva</li> <li> <strong>Paul Jocelyn</strong>, FLPI, Jocelyn Consulting</li> <li> <strong>Simon Swan</strong>, Head of Digital Strategy &amp; Transformation, The Met Office UK</li> <li> <strong>Chris Dobson</strong>, Chief Executive, The Exchange Lab</li> <li> <strong>Mark Evans</strong>, Marketing Director, Direct Line</li> <li> <strong>Tony Preedy</strong>, Director of Marketing &amp; International Development, Lakeland</li> <li> <strong>Lawrence Mitchell</strong>, Chief Customer &amp; Marketing Officer, SumoSalad</li> <li> <strong>Russell Gould</strong>, CEO, Vesta Property </li> <li> <strong>Alison Lancaster</strong>, Interim Marketing Director, House of Fraser </li> <li> <strong>John Smith</strong>, Former COO, Burberry &amp; CEO, BBC Worldwide (Oystercatchers Club, January 2018) </li> <li> <strong>John Rudaizky</strong>, Partner, Global Brand and Marketing Leader, EY (Oystercatchers Club, January 2018)</li> <li> <strong>Frank Arthofer</strong>, Global Head of Digital and New Business, Formula 1 (Oystercatchers Club, January 2018)</li> <li> <strong>Lindsay Pattison</strong>, Worldwide CEO, Maxus Global &amp; Worldwide Chief Transformation Officer, Group M (Oystercatchers Club, January 2018)</li> <li> <strong>Neil Perkin</strong>, Founder, Only Dead Fish and Co-Author of Building the Agile Business</li> </ul> <p>New for June 2018 - <a href="https://econsultancy.com/training/courses/fast-track-to-modern-marketing?utm_source=econsultancy&amp;utm_medium=report&amp;utm_campaign=fttmm_ot" target="_blank">Fast Track to Modern Marketing Online</a>. This new online course is based on the Modern Marketing Model (M3) and taught by Founder of Econsultancy Ashley Friedlein. <a href="https://econsultancy.com/training/courses/fast-track-to-modern-marketing?utm_source=econsultancy&amp;utm_medium=report&amp;utm_campaign=fttmm_ot" target="_blank">Find out more and book your place</a>.</p> tag:econsultancy.com,2008:Report/4755 2018-04-19T15:01:00+01:00 2018-04-19T15:01:00+01:00 Trust, Transparency and Brand Safety #<Author:0x0000000fe4cbe0> <p>The<strong> Trust, Transparency and Brand Safety </strong>report will consider the factors which have been impacting trust and driving a need for further transparency around a brand’s advertising as well as how businesses operate and communicate with their customers. </p> <p>We carried out a series of in-depth interviews with senior executives from brands, agencies and publishers to understand how companies are responding to different opportunities and challenges. Econsultancy would like to thank the following interviewees who contributed to this report:</p> <ul> <li> <strong>Dominic Chambers</strong>, Global Head of Digital Marketing, Jaguar Land Rover</li> <li> <strong>Claire Cronin</strong>, Chief Marketing Officer, Virgin Atlantic</li> <li> <strong>Christopher Daniels</strong>, Sales Director, Haymarket Automotive</li> <li> <strong>Daniel Gilbert</strong>, CEO, Brainlabs</li> <li> <strong>Simon Jackson</strong>, Chief Marketing Officer, Gamesys</li> <li> <strong>Attila Jakab</strong>, Managing Director, Infectious Media</li> <li> <strong>Russell James</strong>, Digital Engagement Director, The FA</li> <li> <strong>Matt Kwiecinski</strong>, Co-founder and Managing Director, Journey Further</li> <li> <strong>John LaMarca</strong>, Consumer Strategy Director, Haymarket Automotive</li> <li> <strong>Laura Milsted</strong>, Global Advertising Director, B2B and Insight, The Financial Times</li> <li> <strong>Michael Nicholas</strong>, Global Director, Kantar TNS</li> <li> <strong>Ellie Norman</strong>, Director of Marketing, Formula 1</li> <li> <strong>Mark Payton</strong>, Editorial Director, Haymarket Consumer Media</li> <li> <strong>Isaac Poh</strong>, APAC Digital Marketing Lead, Schroders APAC</li> <li> <strong>Tara </strong><strong>Prabhakar</strong>, Global Director of Client Impact, Kantar TNS</li> <li> <strong>Ben Rhodes</strong>, Group Marketing Director, Royal Mail</li> <li> <strong>John Sinke</strong>, Director of Marketing, Hong Kong Disneyland</li> <li> <strong>Charles Talbot</strong>, Director, Journey Further</li> <li> <strong>Mariella Villa</strong>, Private Bank Proposition Owner, ANZ Bank, Australia</li> <li> <strong>Lisa Wood, </strong>Chief Marketing Officer, Atom Bank</li> <li> <strong>Head of Digital and Analytics</strong>, APAC FMCG</li> <li> <strong>Senior Executive, </strong>Global APAC Bank</li> </ul> <p><strong>What you will learn:</strong></p> <p>Trust is seen as a crucial element of brand success. With increasing disruption and competition across all sectors, trust becomes even more important for brands to focus their efforts on. This report will consider the factors which have been impacting trust and driving a need for further transparency around a brand’s advertising. It will also explore how businesses operate and communicate with their customers. You will learn:</p> <ul type="disc"> <li>How companies are making changes to how they buy digital media and how they structure their contracts and relationships with their agencies in response to growing concerns over their advertising in respect of brand safety, viewability and ad fraud. </li> <li>The need to focus on demonstrating this to consumers and ensuring that trust and transparency are at the heart of your products and services. </li> <li>Importance of demonstrating trust through culture, goals and values. </li> <li>How companies are connecting with their customers to drive greater participation and co-creation.  </li> <li>The focus towards demonstrating greater transparency with customer data and how it is used.</li> </ul> <p><strong>You will discover: </strong></p> <ul type="disc"> <li>How companies are taking more control over their marketing communications.</li> <li>The need for companies to be more transparent about their business to deliver on their promise and focus on what their brand stands for.</li> <li>How companies are focusing on putting the customer first and at the centre of their operations. </li> <li>The importance companies are placing around having the right culture and set of values and hiring against these. </li> <li>How co-creation should become a key part of an organisation’s processes and brand strategy.</li> <li>How digital priorities are rising higher on the agenda as companies encourage a move towards thinking digital first and creating journey-based experiences. </li> <li>How companies are focusing on putting the customer at the heart of everything and identifying how to enhance the experience and develop a deeper understanding of the customer decision journey. </li> <li>The key ways to drive greater transparency and trust highlighted by those interviewed.</li> </ul> <p>Download a copy of the report to learn more.</p> tag:econsultancy.com,2008:Report/4769 2018-04-18T05:17:00+01:00 2018-04-18T05:17:00+01:00 Flipkart: Building Trust in Indian Ecommerce <p>Headquartered in Bengaluru, India, Flipkart was founded in October 2007 by Sachin Bansal and Binny Bansal (no relation). Flipkart began its ecommerce journey retailing books online, and in June 2012, attained “unicorn” status when it was valued at US$1 billion. Since then, Flipkart has secured funding from investors such as Tiger Global, SoftBank and Morgan Stanley, including a US$1.4 billion investment from Tencent, Microsoft and eBay in April 2017.</p> <p>As a homegrown Indian company, Flipkart is focused on delivering quality products and services to Indian consumers. It has launched its own brands, including Smart Buy (electronics, electronic accessories and home plastics), Citron (home appliances and personal care) and MarQ (large home appliances). It recognized that a significant obstacle within the Indian ecommerce space was building trust in its ecommerce services, and embarked on developing solutions that dovetailed with the daily routines and lives of Indians, such as offering cash-on-delivery payment options.</p> <h2>What you'll learn</h2> <ul> <li>How Flipkart built trust among its customers</li> <li>Flipkart's Big Billion Day vs Amazon India's Great Indian Festival Sale</li> <li>Billion by Flipkart and Flipkart Lite</li> <li>How Flipkart is using AI in India</li> </ul> tag:econsultancy.com,2008:Report/4757 2018-04-05T09:00:00+01:00 2018-04-05T09:00:00+01:00 A Guide to Customer Experience Management (CXM) #<Author:0x0000001077fbe0> <p><strong>A Guide to Customer Experience Management</strong> covers the practical steps organisations can take to make themselves more customer-centric. It also highlights how to implement data-led strategies that will help businesses understand their customers, and ultimately, enable them to create better experiences. Additionally, it covers how to overcome the challenges associated with a data-led business strategy. </p> <p>A section on what customer experience management is shows marketers the opportunities that having a data-led strategy affords in a world where customer expectations climb ever higher. </p> <p>The report also features information on how to get to know your customer through different approaches and where the responsibility for customer experience management lies. </p> <p>This guide features insights from a team of industry experts including:</p> <ul> <li> <p><strong>Alex Barker</strong>, Head of User Experience, Edo</p> </li> <li> <p><strong>Paul Boag</strong>, User Experience Consultant and expert in digital transformation</p> </li> <li> <p><strong>Claire Cardosi</strong>, Head of Customer Experience Management at Virgin Trains East Coast</p> </li> <li> <p><strong>Jon Davie</strong>, Chief Client Officer, Zone, a Cognizant Digital Business</p> </li> <li> <p><strong>Jacob de Lichtenberg</strong>, Consumer Product Manager, Trustpilot</p> </li> <li> <p><strong>Avis Easteal</strong>, Regional Head – Consumer, Luxasia</p> </li> <li> <p><strong>Matt Lacey</strong>, Performance Director, Code Computerlove</p> </li> <li> <p><strong>Marc McNeill</strong>, Customer Experience and Operations Director, Auto Trader</p> </li> <li> <p> <strong>Rebecca Mears</strong>, Community Lead, Cookpad</p> </li> <li> <p><strong>Dr Nicola Millard</strong>, Customer Insights and Futures, BT</p> </li> <li> <p><strong>Vittoria O’Connor</strong>, APAC Customer Loyalty and Digital Director, The Body Shop</p> </li> <li> <p><strong>Philip Pantelides</strong>, Head of Product, Community and Communication, Cookpad</p> </li> <li> <p><strong>Azlan Raj</strong>, VP, Customer Experience – EMEA, Merkle</p> </li> <li> <p><strong>Jon Warden</strong>, Head of Product and User Experience, Haymarket</p> </li> <li> <p><strong>Lisa Wood</strong>, Chief Marketing Officer, Atom Bank</p> </li> <li> <p>A<strong> marketing manager </strong>in financial services</p> </li> </ul> tag:econsultancy.com,2008:Report/4760 2018-04-03T10:11:00+01:00 2018-04-03T10:11:00+01:00 Lessons from Black Friday Best Practice Guide #<Author:0x00000010879280> <p>The new <strong>Lessons from Black Friday</strong> report will consider the latest trends and statistics from Black Friday 2017 and highlight the key challenges that retailers should be aware of for 2018.</p> <p>The shifts in shopping behaviour, the dominance of mobile and the promotions strategy behind the shopping event will all be discussed in the report.</p> <p>This guide features insights from a team of industry experts including:</p> <p>·         <strong>Dave Anderson</strong>, Digital Performance Expert, Dynatrace</p> <p>·         <strong>Melissa Campanelli</strong>, Editor in Chief, Total Retail</p> <p>·         <strong>Matt Curry</strong>, Head of Ecommerce, Lovehoney</p> <p>·         <strong>Sarah Dawson</strong>, Head of Marketing and Ecommerce, Astrid &amp; Miyu</p> <p>·         <strong>Al Keck</strong>, Managing Director, Infinity Nation</p> <p>·         <strong>Peter Markey</strong>, Marketing Director, TSB</p> <p>·         <strong>Stuart McMillan</strong>, Deputy Head of Ecommerce, Schuh</p> <p>·         <strong>Patrick Munden</strong>, Global Head of Retail and Marketing, Salmon</p> <p>·         <strong>Dominic Starkey</strong>, UK Marketing Director, AO.com</p> <p>·         <strong>Bhavesh Unadkat</strong>, Principal Retail Consultant, Capgemini Consulting</p> <p>·         <strong>James Webster</strong>, Head of Managed Services, Salmon</p> <p>·         <strong>Paul Winsor</strong>, Director of Market Development, Retail and Services, Qlik</p> tag:econsultancy.com,2008:Report/4680 2018-03-27T10:00:00+01:00 2018-03-27T10:00:00+01:00 Social Quarterly: Q1 2018 <p>The <strong>Social Quarterly</strong> is a series of presentations by Econsultancy, which curate the latest trends, developments and statistics in social media. The reports focus on distilling the most recent data and trends, aiming to provide a guide to what's happening now in social media and what you should be keeping an eye on.</p> <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 integrated 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><strong>This edition of Social Quarterly includes</strong> stats about the importance of <strong>dark social</strong> and ad engagement on premium sites compared with social media. It also looks at updates to <strong>Instagram’s</strong> feed, the launch of <strong>WhatsApp Business</strong>, the global expansion of <strong>YouTube Go</strong> and new organisational tools on <strong>Pinterest</strong>.</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/4744 2018-03-22T10:00:00+00:00 2018-03-22T10:00:00+00:00 Digital Intelligence Briefing: 2018 Digital Trends in IT <p>The <strong>2018 Digital Trends in IT </strong>report, based on the eighth annual trends survey conducted by Econsultancy and <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, explores the digitally-driven opportunities and challenges facing organisations from the perspective of IT professionals, looking at both internal business factors and external technological and consumer trends.</p> <p>The research is based on a sample of almost 400 senior IT leaders (manager level or above) who were among around 13,000 digital professionals taking part in the annual Digital Trends survey carried out at the end of 2017 and start of 2018.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>The need for scalable, enterprise digital experience platforms</li> <li>The internal focus: digital transformation and workflows</li> <li>Managing the existential threat… and embracing the opportunities</li> <li>Actionable tips to help future-proof your IT function</li> </ul> <h3>Findings include:</h3> <ul> <li> <strong>IT executives preoccupied by need to keep up with customer expectations.</strong> The high proportion (39%) of IT respondents that cite <em>keeping up with changing customer expectations and behaviour</em> as one of their top external challenges demonstrates the increased customer centricity of a new breed of CIO.</li> <li> <strong>Security is still the biggest headache for IT professionals.</strong> As was the case last year, security is the main preoccupation for IT executives in terms of external threats, with respondents most likely to cite the <em>threat of security breaches and cyber-risk threats</em> as a challenge (42% compared to 41% in 2017).</li> <li> <strong>Legacy systems are the greatest obstacle to digital transformation.</strong> The most significant in-company barrier to driving digital transformation is the integration of legacy systems with new technology, cited as a top-three challenge by 45% of respondents, up from 41% last year.</li> <li> <strong>Enterprise CIOs identify requirement for extensible digital platforms.</strong> Extensible digital platforms are the top priority for IT executives at larger organisations, with well over half (57%) ranking this as a top-three priority for 2018. This compares to 42% for <em>security of data</em>, and the same percentage for <em>joining up data to achieve a single view of the customer</em>.</li> <li> <strong>Companies struggle to master workflow capabilities.</strong> Fewer organisations than last year are taking a range of initiatives to improve workflows against the backdrop of tighter security and compliance requirements that companies are typically working towards. Just under half (48%) of respondents say they are <em>switching to paperless, digital end-to-end workflows</em>, compared to exactly half last year.</li> <li> <strong>IT executives focus on real-time personalised experiences, AI and the Internet of Things as exciting opportunities. </strong>IT professionals are most likely to see the delivery of personalised experiences in real time as the most exciting prospect in three years’ time, ahead of other technological innovations such as the Internet of Things, artificial intelligence, virtual or augmented reality, voice interfaces and payment technologies.</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/4748 2018-03-20T17:00:00+00:00 2018-03-20T17:00:00+00:00 Career and Salary Survey Report 2018 <p>Building on our inaugural Career and Salary Survey in 2015 (previously called The Salary Survey), Econsultancy has collaborated with sister brand Marketing Week to survey over 4,000 people across the marketing, digital, design and advertising industries.</p> <p>With Econsultancy's  Modern Marketing Model (M3) in mind, this survey data goes some way towards showing how well the gap between digital and general marketing is closing, and what still needs to happen before digital thinking is embedded into all aspects of business strategy.</p> <p>Some of the key findings highlighted in this year's report include gender pay gap and diversity and inclusion issues within the industry. </p> <p>The main objective of this research is to give a guideline of how marketers are remunerated and what the trends and variations are across different industry sectors in the UK, but also to understand how they rate various remuneration packages, what benefits they receive, what their expectations are and how marketing departments evolved in the last 12 months.</p> <p>We are confident that this report provides real practical value for those working in the marketing industry who want to understand how their peers are remunerated.</p> tag:econsultancy.com,2008:Report/4739 2018-03-15T15:20:00+00:00 2018-03-15T15:20:00+00:00 Second-Party Data #<Author:0x00000010be3538> <p>First-party data at scale sounds unattainable. But by creating second-party data pools, brands and publishers can vastly increase the applicability of their customer data. This report, created in partnership with <a href="https://www.salesforce.com/products/marketing-cloud/data-management/"><strong>Salesforce</strong></a>, addresses the fundamental questions about second-party data so it can move from abstract concept to specific strategy.</p> <p>The promise of customer data has tantalized brands for the better part of a decade. Their interest was focused on the maturation of the programmatic marketplace, where it became possible to easily buy audiences instead of space. The evolution of the ecosystem has been fueled by previously underutilized troves of customer and aggregate data.</p> <p>Today, it’s clear that huge stockpiles of data processed and sorted by third parties only hold the solutions to some of marketers’ needs. For data to be effective in digital media, it needs to balance quantity with quality and relevance. As the ad ecosystem evolves, marketers demand more certainty, accuracy and trust in the data that underlies their efforts.</p> <p>In recent years, the industry has begun exploring the value of second-party data—another brand’s first-party data acquired directly through partnership. The use of second-party data is no longer a nascent opportunity. We now can lay out guidelines for how to select partners whose data can enliven your campaigns, how to navigate walled-garden environments, and how to apply this data without risking your partners’ security or users’ privacy.</p> tag:econsultancy.com,2008:Report/4740 2018-03-15T02:04:00+00:00 2018-03-15T02:04:00+00:00 Shopee: Localizing Ecommerce in Southeast Asia and Taiwan <p>Shopee is an online shopping platform in Indonesia, Taiwan, Vietnam, Thailand, the Philippines, Malaysia and Singapore. It is operated by Sea Ltd, an internet platform company that also runs digital entertainment platform Garena, and digital financial service AirPay.</p> <p>Shopee prides itself on being extremely localized for each of its markets, providing buyers and sellers with an easy, secure and hassle-free online shopping experience through strong payment and logistics support. It offers a wide selection of products, ranging from consumer electronics, health and beauty, fashion, toys and baby products to home and living.</p> <h2>What you'll learn</h2> <ul> <li>Shopee’s differentiation strategy</li> <li>Shopee’s 9.9 Mobile Shopping Day</li> <li>How it measured the success of its campaigns and strategies, and overcame obstacles</li> <li>Valuable takeaways from Shopee’s experience</li> </ul> tag:econsultancy.com,2008:Report/4737 2018-03-12T11:50:00+00:00 2018-03-12T11:50:00+00:00 Marketing in the Dark: Dark Martech <p>The third report in our <em>Marketing in the Dark</em> series, <strong>Dark Martech</strong>, looks at the types of martech platform being used by companies, and how choice of setup impacts on the ability to get value from technology investment.</p> <p>The research, produced by Econsultancy in partnership with <a title="IBM Watson Marketing" href="https://www.ibm.com/customer-engagement/digital-marketing">IBM Watson Marketing</a>, is based on an extensive survey of more than 1,000 marketers.</p> <p><strong>'Dark martech'</strong> is a term coined by analyst firm TBR’s Seth Ulinski, to describe this increasingly prevalent software that has been created internally.</p> <p>While it was not meant to be a pejorative term, there are challenges for organisations that are building martech solutions from scratch, in terms of both the efficacy of the platforms and the ability to integrate with other systems. The danger for marketers is that they end up with a chaotic approach to martech that causes headaches for their organisations.</p> <p>The key findings of the report are as follows:</p> <ul> <li> <strong>Dark martech is a growing phenomenon. </strong>Organisations need to be aware of the challenges they face if they are relying on fragmented and piecemeal technology that is not part of an integrated marketing stack, irrespective of whether they are using homegrown or third-party point solutions.</li> <li> <strong>Companies with single-provider solutions are more likely to outperform. </strong>Companies we have identified as 'leaders'– organisations where marketing teams outperformed against their top business goal over the last year – are two-and-ahalf times more likely than 'mainstream' companies to structure their marketing mostly around an integrated marketing cloud from a single provider.</li> <li> <strong>Organisations need to consider total cost of ownership. </strong>The path to maximum profitability and efficiency lies in having the right martech solution for a business, not necessarily the cheapest one. Homegrown technology may save on licensing costs, but companies must consider the cost of internal resources and consultants tasked with maintaining and integrating these systems.</li> <li> <strong>Technology needs to be an enabler for customer data integration, not a barrier.  </strong>More than a third (39%) of predominantly single-vendor companies can 'thoroughly leverage' customer data for automation of tasks required for personalised experiences, compared to only 2% of those that have a more piecemeal approach to martech.</li> <li> <strong>Martech is about people… but a lack of staff with the right skills is a barrier to the success of marketing platforms. </strong>Two-thirds (64%) of companies believe they don’t have the skills or talent to make most use of marketing technology. The greatest martech challenge for companies is the lack of skills/people to utilise it properly, cited as a top-three barrier by 45% of both B2B and B2C respondents.</li> </ul> tag:econsultancy.com,2008:Report/4733 2018-03-02T15:53:00+00:00 2018-03-02T15:53:00+00:00 GDPR Webinar: Resources #<Author:0x00000010c29150> <h2>About this webinar</h2> <p>Get a concise overview of the upcoming legislation and how it will impact the marketing industry.</p> <p>Our webinar hosts include Econsultancy's Blog Editor Ben Davis, Econsultancy Research Manager Donna-Marie Bohan who gives us the lowdown on our survey results and RedEye Compliance Director Tim Roe, a GDPR expert ready to give his verdict on what the legislation means for marketing.</p> <h3> <strong>Key insights</strong>:</h3> <ul> <li>Discussing the findings from our latest research on Marketers and the GDPR.</li> <li>Get a summary of the challenges and opportunities of the GDPR for marketers.</li> <li>Learn about the most important issues facing marketers in terms of the new data privacy laws</li> </ul> <h2>Webinar Recording </h2> <p><iframe src="https://player.vimeo.com/video/258094732" width="800" height="600"></iframe></p> <h2>Your GDPR Survival Pack</h2> <p>Navigate your way through the GDPR with our handy survival pack.</p> <p><strong>Report</strong>: <a href="https://econsultancy.com/reports/a-marketer-s-guide-to-the-general-data-protection-regulation-gdpr/" target="_blank">A Marketer's Guide to the General Data Protection Regulation (GDPR)</a></p> <p><strong>Elearning:</strong> <a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online" target="_blank">GDPR Essentials for Marketers Online Classroom</a></p> <p><strong>Elearning:</strong> <a href="https://econsultancy.com/training/microlearning/" target="_blank">GDPR microlearning modules</a></p> <p><strong>Face to face training:</strong> <a href="https://econsultancy.com/training/courses/gdpr-data-driven-marketing" target="_blank">GDPR for Marketers </a></p> tag:econsultancy.com,2008:Report/4732 2018-03-01T03:16:00+00:00 2018-03-01T03:16:00+00:00 JD.com: More Than Ecommerce <p>JD.com is one of China’s largest ecommerce platforms and direct sales retailers offering a vast range of products and services including home appliances, electronics and luxury goods to its customers. </p> <p>Backed by Walmart and Tencent (holding 10% and 20% stakes respectively), JD.com is one of the largest ecommerce platforms in China, with a market share of 26.9% of the online B2C retail market in Q3 2017 and net revenue of US$37 billion in 2016. It boasts 266.3 million annual active users, 405 warehouses, almost 138,000 full-time employees and 160,000 online merchants.</p> <p>In this report, we provide an overview of JD.com, some of its recent innovations, such as technology for unmanned stores and drone deliveries, and features comments on JD.com's strategy from our experts.</p> <h2>What you'll learn</h2> <ul> <li>The evolution of JD.com and its other platforms</li> <li>How JD.com stacks up to Alibaba</li> <li>Moves by JD.com to dominate the luxury goods space</li> <li>New developments being undertaken by JD.com</li> </ul> tag:econsultancy.com,2008:Report/4731 2018-02-28T14:00:00+00:00 2018-02-28T14:00:00+00:00 A Marketer's Guide to the General Data Protection Regulation (GDPR) #<Author:0x000000109417a8> <p>The aim of this report is to help demystify the GDPR for marketers, disseminate the findings from Econsultancy’s ‘Marketers and the GDPR: Are you Ready?’ survey and provide a clear action plan for how marketing teams can become GDPR compliant. </p> <p>It is critical that marketers understand how the GDPR affects them directly, along with navigating key risks, benefits and changes to workflow. Many of the GDPR’s main principles are similar to those in the current Data Protection Act (DPA) that is based on an EU directive, so if you are complying properly with the current law then most of your approach to compliance will remain valid under the GDPR and can be a useful starting point to build from. However, there are a number of new concepts and developments that you will have to consider for the first time.</p> <p>The report sets out to:</p> <ul> <li>Highlight research findings from Econsultancy’s ‘Marketers and the GDPR: Are you Ready?’ survey</li> <li>Present the views and insights about the GDPR from a range of Data Protection Officers, consultants, trainers, trade bodies and policy and compliance experts</li> <li>Offer actionable insights and guidance to ensure your marketing practices comply with the new rules set out by the regulation and to prepare you on your journey to compliance </li> <li>Answer common questions and clarify misconceptions about the GDPR</li> </ul> <p>The report is based on a survey of over 1,000 client-side and agency-side respondents in the UK.</p> <p>In addition to the survey, a mixture of face-to-face and telephone interviews were conducted with a number of people. Econsultancy would like to thank the following people in particular for their contributions to this report:</p> <ul> <li> <strong>Catherine Armitage</strong>, Senior Manager Public Affairs, Digital Governance Exchange at World Federation of Advertisers (WFA)</li> <li> <strong>Duncan Smith</strong>, Econsultancy trainer and Director of iCompli Limited</li> <li> <strong>Hellen Beveridge</strong>, Privacy Lead at Data Oversight</li> <li> <strong>Micky Khanna</strong>, Founder of Prosults Ltd and GDPRPLAN.com</li> <li> <strong>Richard Merrygold</strong>, Director of Group Data Protection, HomeServe</li> <li> <strong>Ruben Schreurs</strong>, Managing Partner at Digital Decisions</li> <li> <strong>Tim Roe</strong>, Deliverability and Compliance Director, RedEye International Ltd</li> <li> <strong>Yves Schwartzbart</strong>, Head of Policy and Ad Tech, IAB UK</li> <li>Anonymous Data Protection Officer at an insurance company</li> </ul> tag:econsultancy.com,2008:Report/4727 2018-02-26T11:15:00+00:00 2018-02-26T11:15:00+00:00 Marketing in the Dark: Dark Social <p>There is a growing body of evidence to show that consumers are increasingly sharing content privately, for example through messaging apps such as WhatsApp and Messenger, rather than on publicly accessible social networks where brands can more easily listen to, and track, what is being said about them, and what is being shared.</p> <p>The second report in our <em>Marketing in the Dark</em> series, <strong>Dark Social</strong>, explores the impact of this growing phenomenon, and looks at how companies can interact with consumers appropriately and effectively in a world where consumers increasingly like to communicate in private.</p> <p>The research, produced by Econsultancy in partnership with <a title="IBM Watson Marketing" href="https://www.ibm.com/customer-engagement/digital-marketing">IBM Watson Marketing</a>, is based on an extensive survey of more than 1,000 marketers.</p> <p>The key findings of the report are as follows:</p> <ul> <li> <strong>Marketers are underestimating the impact of dark social.  </strong>Only 4% of all those surveyed for this study regard dark social as a top-three challenge, suggesting that most businesses are blissfully ignorant of a growing problem.</li> <li> <strong>More brands must start harnessing technology to mitigate the challenge of dark </strong><strong>social, and to scale their customer interactions. </strong>Even among leaders, defined as companies where marketing teams outperformed against their top business goal over the last year, it is only a small proportion of companies that are using software such as voice technology / interfaces (25%), computer-powered chat on site (23%), computer-powered chat on social media channels and messaging apps (21%) and product recommendations powered by chatbots / AI-powered chat (19%).</li> <li> <strong>Outperforming companies are more likely to be using WhatsApp and similar apps for </strong><strong>AI-powered conversations. </strong>Leaders are significantly more likely than their mainstream counterparts to be using social networks and messaging apps for computer-powered conversations. Outperforming companies are around twice as likely as mainstream organisations to be using the WhatsApp messaging platform (39% versus 20%) to engage in dialogue with consumers.</li> <li> <strong>Companies must continue to prioritise personalisation. </strong>Three-quarters (75%) of ‘leaders’ are personalising conversations based on tone and sentiment, compared to 60% of mainstream companies. While it is important to tailor marketing and messaging to individuals, companies must take the utmost care in how they approach one-to-one marketing. At a time when consumers are becoming more distrustful of brands that routinely collect data about them, marketers should focus on a persona-based approach that allows them to be highly relevant without needing to utilise data that personally identifies people.</li> </ul> tag:econsultancy.com,2008:Report/4716 2018-02-13T12:35:00+00:00 2018-02-13T12:35:00+00:00 Digital Intelligence Briefing: 2018 Digital Trends <p>The <strong>2018 Digital Trends</strong> report, published by Econsultancy in association with <strong><a title="Adobe" href="https://www.adobe.com/uk/experience-cloud.html">Adobe</a></strong>, looks at the most significant trends that will impact companies in the short to medium term.</p> <p>The report is based on a global survey of nearly 13,000 marketing, creative and technology professionals in the digital industry across EMEA, North America and Asia Pacific.</p> <p>As part of this year’s study, we have also identified a number of <strong>top-performing companies</strong> in order to<strong> assess how they are focusing their activities and investments differently compared to their peers</strong>.</p> <p>High-performing companies are those organisations that exceeded their top 2017 business goal by a significant margin, and who have also significantly outperformed their competitors.</p> <p><strong>Key insights</strong> from the research include:</p> <ul> <li>Companies continue to focus on the customer experience (CX), as well as the content required to facilitate this. Organisations committed to CX are shown to outperform their peers.</li> <li>We are entering a ‘design and creativity renaissance’, with top-performing companies recognising the importance of these capabilities to complement data and technology excellence.</li> <li>Investment in technology and related skills is paying dividends, with integrated platforms fast-becoming a prerequisite for success.</li> <li>AI is set to play a growing role in helping marketers to deliver more compelling real-time experiences.</li> </ul> tag:econsultancy.com,2008:Report/4709 2018-02-07T16:09:00+00:00 2018-02-07T16:09:00+00:00 Webinar: What do brands want from their agencies? #<Author:0x00000010ece658> <h2>About the webinar</h2> <p>Hosted by Econsultancy's VP of Research for the US, Stefan Tornquist, and Loren MacDonald, Marketing Evangelist for IBM Watson, the webinar covered findings from our <strong>Partners in Transformation: What brand marketers need from agencies</strong> <a href="https://econsultancy.com/reports/partners-in-transformation-what-brand-marketers-need-from-agencies/">report</a>.</p> <ul> <li>Customer experience - where do brands see their agencies adding value in CX management?</li> <li>Agencies and technology - is there a role for agencies in sourcing, managing and benefiting from advanced marketing technology?</li> <li>The changing relationship - how do brands view their agency relationships today?</li> <li>Brand leaders versus the mainstream - how are the most successful and forward-looking companies thinking about their agency relationships and how does that differ from the mainstream?</li> </ul> <h2> Watch the webinar recording</h2> <p><iframe src="https://player.vimeo.com/video/254694984" width="640" height="360"></iframe></p> tag:econsultancy.com,2008:Report/4705 2018-02-05T18:53:00+00:00 2018-02-05T18:53:00+00:00 The Next Revolution of Search #<Author:0x00000010fa0770> <p>How we search is undergoing a sea change. <em>The Next Revolution of Search</em> report, produced in association with Microsoft, explores the shifts taking place at the intersection of marketing and cutting-edge artificial intelligence technology, taking readers through insights from our survey of more than 2500 consumers of search technology.</p> <p>The survey of 2,687 American adults supports insight gleaned from more than 25 interviews with futurists, scientists, and marketing practitioners. <em>The Next Revolution of Search</em> covers privacy issues in an unprecedented future, how new technologies will affect consumer attitudes, the skills marketers will need to learn, and other areas of concern for marketers over the next decade. Key findings include:</p> <p>1.       <strong>Search will become ubiquitous</strong>. From improved mobile assistants, to electronic aids that predict which products we will want and order them without human input, “search,” in one form or another, will pervade modern life. While many technologies remain in their nascent stages of development, nearly 80 percent of consumers report that having a personal digital assistant to find products for them would be “incredibly useful.”</p> <p>2.       <strong>Automatic buying will entrench the incumbents.</strong> As machines take on more of the mundane, former marketing opportunities in things like restocking a pantry will close themselves to new brands. Branding will grow in importance as a marketers scramble to intrude on the buying habits of consumers who spend less time thinking about what brand of toothpaste to buy.</p> <p>3.       <strong>Good news:</strong> <strong>marketing’s investment in data was a wise move.</strong> Marketers may not have the know-how or manpower to make use of their mountains of data, but machines soon will.</p> <p>4.       <strong>Bad news:</strong> <strong>marketing will become a job for machines. </strong>The flip-side of big data’s future usefulness is the technology making it useful; marketing is projected to become less of an art, and more of a science, as machine learning positions computers to be the only things capable of organizing the overwhelming number of data inputs already facing marketers today.</p> <p>5.       <strong>Assistant competition is heating up;</strong> <strong>pay attention to who’s winning it</strong>. As the technological capabilities of things like Siri, Cortana, and Amazon’s echo (hello, Alexa) improve, consumption of these products will grow, and services may expand or narrow their focus to accommodate different markets. E-commerce assistants may become general assistants, and the dominant organizations spearheading the revolution in digital assistance may face upstart competition. Shares in the market will shift, grow, and shrink. Marketers need to keep a finger in the air to be sensitive to which way the wind blows.</p> <p>Download a copy of the report to learn more.</p> tag:econsultancy.com,2008:Report/4707 2018-02-05T11:00:00+00:00 2018-02-05T11:00:00+00:00 Putting Video in Context for 2018 <p>As online video consumption has rocketed in recent years, we have witnessed a continued diversification of ad formats.</p> <p>Advertisers and publishers now benefit from myriad ways to engage consumers via video content, including <strong>new contextual opportunities provided by the emerging formats of video inventory on offer</strong>. Formats alone are not enough to improve effectiveness, the environment in which the video is placed is crucial.</p> <p>This report, published in association with <a title="video intelligence" href="https://vi.ai/">video intelligence</a>, makes the case for increasing the <strong>use of online video in advertising campaigns</strong>, emphasises the <strong>importance of context</strong> and provides <strong>recommendations on what to consider to make contextual video advertising a success</strong>.</p> <p>2018 will see video come to the forefront of online advertising. Now commonplace on both desktop and mobile social platforms, video advertising will break out of the in-stream norm and appear alongside editorial content in slick, non-intrusive formats. Given the popularity of the media, with video becoming the favoured way to consume content, getting advertising right on this channel will result in demonstrable engagement and returns.</p> tag:econsultancy.com,2008:Report/4702 2018-01-30T10:53:00+00:00 2018-01-30T10:53:00+00:00 SEO in 2018: Industry Experts Tell Marketers What They Need to Know #<Author:0x000000113fbb80> <p>This new trends report is aimed at helping <strong>SEO practitioners and marketers</strong> optimise their SEO efforts in 2018. It tackles each of the most important <strong>future SEO trends</strong> from a number of angles, but without ignoring the topics that, according to the experts we interviewed, may be overlooked. The report is structured in two main parts:</p> <p><strong>SEO trends in 2018</strong> considers the important issues SEO practitioners need to think about in 2018 as well as the direction taken by travel search engines and SEO in general.</p> <p><strong>Priorities for SEO in 2018</strong> features suggestions on what to prioritise in 2018, including on-site search, topical, local and mobile SEO and where SEO capabilities should sit within organisations.</p> <p>This guide has been authored by <strong>Steffan Aquarone</strong>, and features insights from a team of industry experts, including:</p> <ul> <li> <strong>Ben Acheson</strong>, angel investor and former head of SEO</li> <li> <strong>Colin Woon</strong>, Head of SEO, Barclaycard Business</li> <li> <strong>Kevin Gibbons</strong>, Co-Founder, BlueGlass</li> <li> <strong>Jeremy Spiller</strong>, speaker and trainer</li> <li> <strong>Marcus Hemsley</strong>, Creative Director, Fountain</li> <li> <strong>Paul Rice</strong>, founder, Ricemedia</li> </ul> tag:econsultancy.com,2008:Report/4701 2018-01-26T08:18:00+00:00 2018-01-26T08:18:00+00:00 Baidu: The Gateway to China's Online Communities <p>Baidu is China’s most popular search engine, and is a part of the larger entity Baidu, Inc. Established in 2000, Baidu, Inc is one of the leading internet service companies in China and has been commonly referred to as China’s answer to Google. Baidu’s most successful service, Baidu Search, is the second largest search engine in the world with 665 million monthly active users as of December 2016.</p> <p>In this report, we describe some of Baidu's initiatives, services and features, and explore some of its innovations.</p> <h2><strong>What you'll learn</strong></h2> <ul> <li>An overview of Baidu's services and platforms</li> <li>Baidu's marketing and ad platforms</li> <li>New developments and innovations of Baidu</li> </ul> tag:econsultancy.com,2008:Report/4699 2018-01-25T12:00:00+00:00 2018-01-25T12:00:00+00:00 Digital Shift Q1 2018 #<Author:0x000000114f86f0> <p><a href="https://econsultancy.com/reports/digital-shift"><strong>Digital Shift</strong></a>, a quarterly service from Econsultancy exclusively for Enterprise subscribers, is intended as <strong>a guide to support strategic thinking</strong>.</p> <p>Focused tightly on digital technologies, marketing and ecommerce, it's about <strong>delivering actionable insight on trends that will be significant in the short to mid-term</strong>, and which can be used to generate new ideas, improve business performance and stay ahead of the competition.</p> <p>The <strong>latest report in this series</strong>, also <strong>available as a presentation and webinar recording</strong> (see below), explores the most notable developments impacting digital marketing this quarter. The critical shifts are summarised below:</p> <ul> <li> <strong>The future of voice</strong>: This year’s CES trade show highlighted the growing convergence of screens and voice. We take a closer look at the future of voice interaction.</li> <li> <strong>How Amazon makes money</strong>: Jeff Bezos is now famously the richest person in the world but how does Amazon make money? It is perhaps a bit more nuanced than you might expect.</li> <li> <strong>AI, mobile and AR</strong>: AR remains on the cusp of the mainstream but we are still seeing plenty of experimentation. We look at the latest examples and at how people are currently using AI on their phones.</li> <li> <strong>Google and AI</strong>: Google have gone big on AI, announcing last year that their strategy would be ‘AI-first’. We look at how the company might democratise AI capability and what this could mean for organisations looking to step change their AI capability.</li> <li> <strong>Data mining</strong>: Great examples of innovation and creativity from mining user behaviour patterns have emerged recently – we consider how data mining is informing campaigns, content and creativity.</li> <li> <strong>Agile transformation</strong>: We analyse one of the best examples of a business applying agile transformation and structures at scale.</li> <li> <strong>The future of blockchain</strong>: There has been a lot of hype about Bitcoin over the last quarter but the big question remains: is the technology that it is based upon, blockchain, also hype or will it change everything? We examine two contrasting viewpoints.</li> <li> <strong>New retail experiences</strong>: From new forms of QR code to seamlessly linking offline and online retail to pop-up digital shops and mobile supermarkets, we take a look at the latest developments in retail.</li> </ul> <p><strong>The<strong> hour-long webinar recording</strong> features input from <a href="http://econsultancy.com/blog/authors/ashley-friedlein">Ashley Friedlein</a>, President, Centaur Marketing &amp; Founder, Econsultancy and <a href="http://econsultancy.com/blog/authors/neil-perkin-2">Neil Perkin</a>, Consultant and Founder of <a href="http://www.onlydeadfish.co.uk/">Only Dead Fish</a>.</strong></p> <p><iframe src="https://player.vimeo.com/video/252569909" width="800" height="550"></iframe></p> tag:econsultancy.com,2008:Report/4695 2018-01-19T16:36:00+00:00 2018-01-19T16:36:00+00:00 Opportunities and Challenges for Marketers in 2018 <p>The 2018 Opportunities and Challenges report, produced by Econsultancy, examines digital trends, opportunities and challenges shaping the approach of marketers.</p> <p>The report reflects the Research team’s thoughts on what should be on marketers’ radar and is based on our exposure to and knowledge of the industry. </p> <p>The report provides some high level thinking on:</p> <ul> <li>Customer Experience</li> <li>Trust, Transparency and Brand Safety</li> <li>Blockchain</li> <li>Data privacy and the GDPR</li> <li>Internet of Things / Wearables</li> <li>AI Use Cases for Marketing</li> <li>Visual and Voice Search</li> <li>Amazon</li> </ul> <p>Econsultancy is planning to follow up on these topics during 2018 and will publish in-depth reports about most of these topics. </p> tag:econsultancy.com,2008:Report/4689 2018-01-18T10:50:00+00:00 2018-01-18T10:50:00+00:00 Ecommerce Performance <p>The <strong>Ecommerce Performance</strong> report, produced by Econsultancy in partnership with <a title="Conversion.com" href="https://conversion.com/">Conversion.com</a>, explores <strong>the extent to which organisations use experimentation to improve ecommerce performance</strong>, looking at ecommerce strategies, approaches used to identify and address issues, and barriers to delivering an optimal ecommerce experience.</p> <p>The research is based on a survey of more than 400 ecommerce professionals.</p> <p>While growth in online sales continues in a seemingly unabated fashion, the world of ecommerce is becoming more and more competitive, with established brands generally having got their act together, and more disruptive start-ups coming up with innovative and compelling propositions.</p> <p>Against this backdrop of opportunity and competition, the report explores <strong>the</strong> <strong>importance of improving and maintaining ecommerce performance through experimentation</strong>. </p> <p>The <strong>key findings</strong> from the research can be summarised as follows:</p> <ul> <li>Ecommerce goes from strength to strength, but is becoming more competitive.</li> <li>Companies strive for a strategic approach to ecommerce, but capability gaps are evident.</li> <li>Experimentation is recognised as the bedrock of performance optimisation, but there is a gap between expectations and reality.</li> <li>Companies will need support to realise their ambitions around personalisation as resource is focused on getting the basics right. </li> <li>A failure to quantify checkout abandonment is losing companies significant sums of potential revenue.</li> <li>Complexity and technical shortcomings are among the most significant barriers to progress.</li> <li>Conversational commerce and AI for personalisation are very much on the radar.</li> </ul> <p>The report also makes <strong>five main recommendations for companies seeking to improve ecommerce performance through experimentation</strong>.</p> <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/4688 2018-01-10T02:08:00+00:00 2018-01-10T02:08:00+00:00 Understanding WeChat: An Overview of China’s Social, Payment and Messaging Giant <p>With 902 million daily logged in users sending 38 billion messages daily, WeChat is China's social networking platform of choice. It has evolved into a one-stop shop for the everyday needs of the Chinese, enabling them to socialize, make payments, shop online for luxury goods, and search for relevant information while travelling - all without leaving WeChat.</p> <p>In this briefing, we provide an overview of WeChat, some of its unique features and services, and explore innovations within its ecosystem.</p> <h2><strong>What you'll learn</strong></h2> <ul> <li>An overview of the features and services that WeChat offers</li> <li>How WeChat has revolutionized business in China</li> <li>The evolution of WeChat Pay and its commitment to internationalization</li> <li>New developments and innovations of WeChat</li> </ul> tag:econsultancy.com,2008:Report/4687 2018-01-08T11:10:00+00:00 2018-01-08T11:10:00+00:00 Marketing in the Dark: Dark Data <p>This first report in our <em>Marketing in the Dark</em> series, <strong>Dark Data</strong>, explores the extent to which companies are able to harness data for their marketing programmes, with a focus on what ‘leaders’ are doing compared to their ‘mainstream’ counterparts.</p> <p>The research, produced by Econsultancy in partnership with <a title="IBM Watson Marketing" href="https://www.ibm.com/customer-engagement/digital-marketing">IBM Watson Marketing</a>, is based on an extensive survey of more than 1,000 marketers.</p> <p>The key findings of the report are as follows:</p> <ul> <li> <strong>A strategic approach to data is crucial. </strong>More than half (55%) of responding companies are ‘beginning to develop a strategy’, and a further 16% say they ‘have just implemented a strategy’. In contrast, only 13% of research participants say they have a ‘comprehensive strategy’.</li> <li> <strong>The growing role of artificial or 'augmented' intelligence. </strong>Most leaders (57%) are likely ‘to include AI in (their) marketing strategy over the next 12-18 months’, almost double the equivalent percentage for mainstream companies (29%).</li> <li> <strong>Actioning customer insights. </strong>Sixty percent of companies surveyed this year profess to be either ‘excellent’ (11%) or ‘good’ (49%) at this, compared to only 46% of companies in 2016, when we asked the same question as part of <a title="The New Marketing Reality" href="https://www.econsultancy.com/reports/the-new-marketing-reality"><em>The New Marketing Reality</em></a> research.</li> <li> <strong>Leaders are using more data sources. </strong>There is a correlation between the number of first-party and third-party data sources analysed by a company, and their ability to exceed their marketing goals.</li> <li> <strong>Technology is failing companies trying to deal with CX complexity. </strong>The complexity of customer experience/number of touchpoints – cited as a top-three challenge by 46% of respondents – is regarded as the most significant technical challenge impeding companies trying to get a more joined-up view of customer journeys.</li> <li> <strong>The need to balance personalisation and data privacy. </strong>More than half (51%) of respondents say they are ‘advanced’ or ‘intermediate’ in their personalisation approach to known customers, compared to just over a third (37%) who claim this level of sophistication in their marketing to unidentified prospects.</li> </ul>