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.

Trend Briefings

Embracing Predictive Marketing


This year’s Embracing Predictive Marketing report, the third in a series on this topic, produced in partnership with RedEye, follows a survey of 400 marketers carried out in 2016, and a series of qualitative interviews with senior practitioners conducted last year. 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.

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.

Survey Reports

Digital Intelligence Briefing: 2018 Digital Trends in Financial Services


The 2018 Digital Trends in Financial Services 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. 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.

Survey Reports

Digital Intelligence Briefing: 2018 Digital Trends for Creative and Design Leaders


The 2018 Digital Trends for Creative and Design Leaders report explores the priorities, opportunities and challenges ahead through the lens of creative and design professionals. 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.

Survey Reports

Digital Intelligence Briefing: 2018 Digital Trends in Retail


The 2018 Digital Trends in Retail report explores the effects of digital disruption in the sector, providing guidance to organisations that want to stay ahead of the curve. 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 personalisation.

Survey Reports

Digital Intelligence Briefing: 2018 Digital Trends in South Africa


The 2018 Digital Trends in South Africa report, based on the eighth annual trends survey conducted by Econsultancy and Adobe, looks at the most significant trends that will impact South African companies in the short to medium term.

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. 

Best Practice Guides

A Guide to the Modern Marketing Model (M3) and Organisational Structures


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.