Research

All our reports on every topic in one handy place, covering the core elements of marketing best practice, trends and insights

digital-trends-report

2019 Digital Trends

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.

Experiential Marketing Best Practice Guide

1. Introduction This guide has been written to help senior marketers better understand the opportunities offered by experiential marketing, outlining when and how the discipline can add value. Its purpose is to help brands plan and execute experiential marketing activities and to be mindful of the challenges involved. New studies show that we are continuing […]

Optimising Programmatic Campaigns

1. Introduction This report is aimed at providing guidance on setting up and running a highly effective programmatic campaign in the present climate. It is intended as an informational tool for advertisers who run their ads programmatically, as an audit guide for agencies that deliver the programmatic activity and as a best practice manual for […]

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 […]

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 […]

A Guide to Digital Marketing Tools

1. Introduction In response to the exponential growth in marketing technology solutions available over the past few years (Figure 1), this report aims to provide a practical overview of 60 popular and peer-recommended tools in four main categories. Figure 1: Number of martech solutions globally Source: Chiefmartech.com Chiefmartech’s Marketing Technology Landscape Supergraphic 2018 lists more […]

Marketing Automation Best Practice Guide

1. Introduction 1.1. Executive summary This report seeks to provide marketers who are considering the use of marketing automation with a simple guide to what it is, how to plan for and implement it, what success looks like and what the future of the industry may hold. This guide hopes to be useful to a […]

Local SEO Best Practice Guide

1. Introduction “Big companies forget about local. Small businesses need local SEO to survive.” Andrew Cock-Starkey, SEO Consultant, Optimisey For single location businesses as well as global franchise operations, location is becoming increasingly important. When done well, local SEO has the potential to drive significant traffic to a brand website or to a storefront or […]

Mobile Marketing Best Practice Guide

Mobile Marketing Best Practice Guide

1. Foreword Before the launch of the iPhone in 2007, and for some years after that, ‘mobile’ was perceived as a standalone channel, deserving a dedicated strategy, budget and team. Now that ‘mobile’ has become infused into every aspect of digital marketing, no longer considered as a distinct channel, do marketers still need a standalone […]

Neurodiversity and Digital Inclusion

1. Introduction Neurodiversity is considered to be an essential form of human diversity. The idea that there is one ‘normal’ or ‘healthy’ type of brain or one ‘right’ style of neurocognitive functioning is no more valid than the idea that there is one ‘normal’ or ‘right’ gender, race or culture. There is evidence that neurodiversity […]

Digital Transformation Monthly – April 2019

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 […]

Consumerization of Healthcare report

The Consumerization of Healthcare

1. Executive Summary “We don’t sell a product, we sell an experience.” That’s how 62% of marketing executives in the wellness and healthcare category describe their business. Healthcare marketers know that their market is changing as the power dynamic shifts toward the consumer. What isn’t so clear is what to do about it. Based on […]

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