Reports

Learning from Digital Disruptors Best Practice Guide

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

Zomato: Delivering More Than Food

1. Introduction While at Bain, Deepinder Goyal and Pankaj Chaddah realized that the long queues at the office cafeteria was because menus were only available for browsing at the point of order. Their solution was simple: they scanned the menu cards and uploaded the images to the company intranet. The modest gesture – done partly […]

Getting to Grips with Voice Search

Getting to Grips with Voice Search

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

Skills of the Modern Marketer

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

Harnessing the Power of Personalisation Best Practice Guide

Harnessing the Power of Personalisation Best Practice Guide

1. Introduction Personalisation is all about delivering greater relevance to customers and providing a richer experience by serving the right message on the right channel at the right time. Companies that harness the power of personalisation and offer experiences tailored to each consumer’s specific needs will find their customers are more likely to continue their […]

B2B Social Media Best Practice Guide

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

The Digital Outlook: What’s hot for marketers in 2019?

Introduction Welcome to the first Digital Outlook report published by Econsultancy. This hype-free report draws on expert opinion in industry, as well as our research, to pick out topics that marketers may not have engaged with in 2018, but perhaps should do in 2019. The topics discussed are mostly tactical, highlighting emerging technology and processes […]