Best Practice Guides

Maximising the ROI of Digital Marketing


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. 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.

Best Practice Guides

Ecommerce: Third-Party Marketplaces for Retailers


'Ecommerce: Third-Party Marketplaces for Retailers' considers the pros and cons of third-party marketplaces, covering components such as merchandising, optimisation and pricing, as well as strategic recommendations.

Best Practice Guides

Navigating Brexit: A Provisional Guide for Marketers and HR (Talent)


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. 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.

Best Practice Guides

A Marketer’s Guide to AI and Machine Learning


A Marketer’s Guide to AI and Machine Learning 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.

Best Practice Guides

Social Media Strategy Best Practice Guide


Part of our Social Media Best Practice Guide bundle, this report aims to identify best practice approaches, techniques, challenges and opportunities for creating your social media strategy. It contains actionable, real-world insight with detailed explanations to help you start and improve your performance on social media platforms.

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. 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 Social Media Platforms Overview and the Paid Social Media Advertising report.

Best Practice Guides

Social Media Bundle


This Social Media Best Practice Guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance on social media platforms. 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: Social Media Strategy Best Practice Guide and Social Media Platforms Overview.

Best Practice Guides

Social Media Platforms Overview


The Social Media Platforms Overview aims to provide a snapshot of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media. Part of our Social Media Best Practice Guide bundle, it 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.

Best Practice Guides

Paid Social Media Advertising


Econsultancy's Paid Social Media Advertising Best Practice Guide 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.

Best Practice Guides

Embracing Technology and Innovation in Digital Marketing – Energy and Utilities


This report 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.

Best Practice Guides

A Marketer’s Guide to the Internet of Things


A Marketer's Guide to the Internet of Things 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.