The ninth annual Digital Trends report, in association with Adobe, looks at the most significant digital-related trends that are driving marketing and customer experience strategies in the short to medium term.
It’s based on a global survey of nearly 13,000 industry professionals working for both brands and agencies, and focuses on what companies are prioritising and what they regard as the greatest challenges.
1. Introduction Organising large amounts of customer data is becoming a huge challenge for marketers who want a ‘360 degree view’ of their customers. Customer data platforms (CDPs) offer a way for organisations to bring together disparate customer data into one place, to allow for the easy sharing of this information with other systems. This […]
1. Introduction This report is designed to provide marketers with practical guidance and advice on how best to manage change in the context of rapidly shifting technology, consumer behaviour and market dynamics. It is written for senior and mid-level marketers who want to understand how to navigate change within their own teams or the most […]
Introduction This guide highlights three key themes which will help marketers deliver better mobile experiences for their customers and improve the performance of their mobile marketing activity. These three themes are: personalising the customer experience, mapping the customer journey and planning for the age of assistance. The guide draws from Econsultancy’s Mobile Marketing report which […]
Introduction In recent years, trust among the general population has taken a hit. The rise of fake news, along with high-profile data breaches and some inappropriately placed programmatic ads have eroded the trust that people and organisations have in the businesses they work with. In 2017, marketing consultancy firm Edelman confirmed this sentiment, declaring in […]
Introduction This guide summarises the key findings from Econsultancy’s Skills of the Modern Marketer report, which examines the changing marketing landscape and the key skills required to be successful in this environment. It outlines three of the most important areas for marketers to focus on – knowledge of marketing concepts, understanding of data as a […]
1. Introduction This guide has been written to complement Econsultancy’s Social Media Platforms Overview. Its purpose is to provide a framework for developing a social media strategy, as well as a summary of the main considerations for marketers when developing a strategic approach to social media marketing and communications. 1.1 About this report Over the […]
1. Introduction This guide has been written to complement Econsultancy’s Social Media Strategy Best Practice Guide, and Content Strategy Best Practice Guide. Its purpose is to provide a snapshot of some of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media. It provides […]
1. Introduction Rapid changes in customer behaviour and digital markets have forced many organisations to rethink the structure of their marketing teams. They want to take advantage of new tools and build the capabilities and tools that are available to the modern marketer. In response to these changes, Econsultancy conducts ongoing research to identify a […]
1. Introduction ‘Content shock’[1] is real: the volume of B2B (and B2C) content is now outweighing our human capacity to consume it. However, content marketing can still present an immense opportunity for B2B businesses. When executed effectively, it can be a powerful engagement tool for fostering loyalty, lead generation and sales, and for conveying the […]
1. Introduction In a July 2018 survey by Reflect Digital, 58% of consumers said that online ads and marketing have little or no influence on their buying behaviour, while 27% said they were somewhat influenced. Only 5% said they were extremely influenced. Brands need to continue to find new ways to not only be heard […]
1. Introduction This guide has been written to complement Econsultancy’s Social Media Strategy Best Practice Guide, Social Media Platforms Overview, B2B Social Media Best Practice Guide and Paid Search Best Practice Guide. The purpose of this guide is to provide an overview of the opportunities, risks and the required investment of time, effort and budget […]
1. Introduction Businesses of all sizes around the world are undergoing digital transformation in various forms, with the global market for digital transformation forecast to reach $798bn by 2025, according to Research and Markets.[1] However, digital transformation is far from being a monolith. Although companies undergoing digital transformation use many of the same tools and […]
1. Introduction Businesses of all sizes around the world are undergoing digital transformation in various forms, with the global market for digital transformation forecast to reach $798bn by 2025, according to Research and Markets.[1] However, digital transformation is far from being a monolith. Although companies undergoing digital transformation use many of the same tools and […]
1. Introduction Businesses of all sizes around the world are undergoing digital transformation in various forms, with the global market for digital transformation forecast to reach $798bn by 2025, according to Research and Markets.[1] However, digital transformation is far from being a monolith. Although companies undergoing digital transformation use many of the same tools and […]
1. Introduction Go-Jek is a transport network company and logistics startup established in 2010 by Nadiem Makarim. Being an avid user of ojeks (motorbike taxis commonly found throughout Indonesia), Makarim discovered that ojek drivers had difficulty finding customers, and vice versa. Go-Jek first started out as a call center with only 20 motorbike drivers.[1] However, […]
1. Foreword by TAP London Too often we see businesses rush out to invest in the latest technology, only to end up disappointed when they don’t get the results they expect. Purchasing new technology might be helpful, but it may not be as helpful as if you had just got your act together in the […]
Foreward We are living in a time where customer experience is the primary differentiator for many brands, for whom price and product are no longer sole consumer considerations. From retail to banking – customers are interacting with services in new ways, and it’s those that understand this engagement and act accordingly that will succeed. Indeed, […]
1. Executive summary Almost half (46%) of the 1,200 IT professionals surveyed for the 2019 Econsultancy/Adobe Digital Trends Report expect improving customer experience (CX) and data security to be top of their organisation’s priority list this year. The quality of the CX delivered by an organisation is increasingly recognised as a crucial area of competition, […]
1. Executive summary and highlights The Customer Lifetime Value Report, published by Econsultancy in partnership with RedEye, is based on a survey of marketers across a range of business sectors, as well as agencies and vendors supplying technology and services. Customer lifetime value (CLTV) is the total worth of an individual customer over the lifespan […]
1. Executive Summary Omnichannel marketing has become a priority for companies tasked with attracting and retaining consumers who have more choice and higher expectations than ever. Like many aspects of commerce in the digital age, omnichannel is an area of tremendous opportunity that is often talked about but rarely done well. Embracing this discipline involves […]
Executive summary The majority of millennials have been influenced by a social media content creator 61% of people aged 18 to 34, admit they have at some point been influenced in their consumer decisions by a social media content creator. US respondents are more likely to have been influenced than those in the UK. Influencers […]
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