Econsultancy’s Senior Analyst, Lynette Saunders, picked the brains of ecommerce experts from companies including Deliveroo, Nespresso and L’Oréal to compile this report, which looks at the trends impacting ecommerce and the ways in which you can amend or optimise your ecommerce tactics accordingly.
1. Introduction Augmented reality (AR) is quickly becoming one of the most interesting technologies in the digital space. Although often overshadowed by virtual reality (VR), AR is expected to take the lion’s share of the market. According to one estimate, the AR market will be worth $70bn to $75bn by 2023 while VR will account […]
1. Introduction Marketers have always sought to find the most relevant buyers for their products. In the 1950s, this concept took a step forward when Wendell Smith published an award-winning article in the Journal of Marketing on product differentiation and market segmentation.[1] This article put segmentations on the map for marketers, and soon market segmentations […]
1. Introduction The question of how leadership is changing in a digitally empowered world is a consistent theme in subscriber feedback and the digital transformation work that Econsultancy does with clients. 2015 saw the publication of Econsultancy’s initial research and report into Effective Leadership in the Digital Age, which was designed to provide insight into […]
1. Introduction The modern marketer’s dilemma “After several years of long Christmas lists to Santa, this year my girls could not think of anything they wanted. It dawned on me; my kids are not seeing marketing encouraging them to want things. My job and the jobs of future global marketers are getting more challenging. We […]
1. Introduction Benchmarking a company’s performance against an external measure may seem challenging, but with an understanding of the types of benchmarking processes and which information to benchmark within each type companies can ensure they are measuring the right changes. Auditing a company’s performance against various metrics is an important part of understanding where the […]
1. Changes in SEO Contributor The following report has been written by Chris Green, Head of Search at StrategiQ. The following report summarises the key changes in search since 2016, when the last Econsultancy SEO Best Practice Guide was published. Changes to SEO came thick and fast during that period, and show no sign of […]
1. Introduction There are search engine rules, as well as legal regulations, which govern all accessible internet content. All activities that happen on the internet are governed by these rules and regulations. Non-adherence to search engine rules can result in reduced visibility, while violation of the regulations can result in hefty fines and even imprisonment. […]
1. Introduction The value of proper search engine optimisation (SEO) should not be underestimated. Whether it increases the visibility of a business within search engine results, or reduces the cost per click by assisting the page quality score, optimisation is important to businesses. This report explores the basics of how most English language search engines […]
1. Introduction Technical SEO can mean the difference between a website ranking well or not ranking at all. Technical SEO skills have become increasingly important because search engines such as Google factor site performance into their algorithms, especially given the growth of mobile. Each technical, design and content decision will affect technical SEO. However, technical […]
1. Introduction This report has been written to help businesses understand the fundamental steps required to effectively set up and expand international SEO efforts and win international markets. While there are no shortcuts, following this guide will help the business focus its international digital strategy in the most efficient way for that market. The success […]
1. Introduction Google and other search engines have always worked on the simple premise that if they can understand what content is popular with users, they can understand what websites to return for a search query. This quest to better understand what is popular underpins so many of the changes that search engines have made […]
1. Introduction Link building is the practice of acquiring a link from a relevant site to a target site. In order to rank well, a webpage must include links, due to the way that search engines understand relevance. This means that businesses should have a link building strategy in place. Having a strategy that is […]
1. Introduction Google and Bing are not static search engines – constant improvements and changes are happening on their platforms on a daily basis. As some of these changes significantly impact the search results, they are reported in updates, sometimes unverified but often acknowledged by the search engine. The single word names of these changes, […]
1. Introduction What happens when visitors get to a company website? Where is the best place for them to land? How can brands get visitors to do what they want them to do? If the marketer has successfully identified the user’s needs, how can they determine which pages clearly deliver on that promise, and which pages […]
1. Introduction In order to rank well for keywords, especially competitive ones, a page needs to be well optimised. From the title tag through to the content, on-page optimisation may improve ranking through focusing content and ensuring the signals sent to search engines are as clear as possible. There are other ranking factors, including links, […]
1. Introduction Audience analysis and keyword/keyphrase selection is exceptionally important in order to ensure the visibility of a website. Without understanding who a business is targeting and what words they are typing into a search engine, it is exceptionally difficult to cut through the noise in the search results and be visible. For a business […]
1. Introduction When it comes to being a smarter online marketer, it is necessary to start thinking beyond SEO, particularly when it comes to analytics. Even professionals whose jobs are focused on SEO can learn from other channels and the data they provide. Businesses who are doing more than just search engine optimisation should be […]
1. Introduction The size of investment that brands make in digital marketing programmes mean that it is extremely important to understand the impact that spend is having. Yet there remains little industry consensus on the best way to achieve an accurate, quantified view on the contribution that a marketing strategy has had on revenue and […]
1. Introduction We live in times of ‘agile’, ‘fail fast’, ‘beta testing’ and ‘lean startups’. The doubling of computer processing power every two years, as predicted by Moore’s law, has delivered exponentially increasing computational abilities. Vast data sets are now available to marketers, enabling them to respond to customer demands in real time or even […]
1. Executive Summary The State of Social Commerce in Southeast Asia report, produced by Econsultancy in collaboration with Hootsuite and Magento, is based on a survey of 271 ecommerce marketers and 277 consumers across the region. All consumers surveyed used social media and are online shoppers. The study looks to examine how consumers shop online […]
Executive Summary The 13th annual Email Marketing Industry Census, published by Econsultancy in partnership with Upland Adestra, is based on an online survey of more than 400 marketers carried out in June and July 2019. The report contains comprehensive analysis of survey data and a comparison with results from previous years, as well as insights from […]
1. Introduction Over the last two decades a swathe of price comparison websites (PCW) have emerged, offering consumers a one-stop-shop for comparing the prices of a product or service. PCWs act as vertical search engines, aggregating product listings from multiple retailers. PCWs such as uSwitch, Confused.com, MoneySuperMarket and GoCompare are an important part of the marketing […]
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 […]
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 […]
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 […]
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. 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 1.1. Executive summary Billions are being spent on digital marketing each year[1] and the availability of digital analytics is better than ever. Although these tools are hugely beneficial to brands, they empower digital marketers to understand the ‘what’ much more than the ‘why.’ With a heavy focus on machine-optimised performance marketing, many new […]
Introduction Digitisation is rapidly changing B2B businesses and it is crucial that companies transform and respond to these challenges. According to McKinsey,[1] “Turning your company into a top quartile B2B digital player can increase revenue by 3.5%.” Econsultancy’s Digital Outlook report for 2019 explains that the next five years will be challenging for B2B marketers. […]
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. Introduction Getting to Grips with Market Research and Insight is a best practice guide for marketers. The report identifies the most common marketing and business problems that research can help solve and provides a practical introduction to the main research tools, techniques and methodologies that can drive faster and better customer-centric decision-making. 1.1. Report […]
1. Introduction Digital advertising has grown to become the largest advertising medium in the UK, and is expected to represent 50% of total advertising spend across the world as early as 2019.[1] Thanks to people spending more time than ever online, the uniquely low barriers to entry and the wealth of data that digital advertising […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
1. About this Guide 1.1. How this guide is structured Econsultancy’s series of best practice guides have been created for professionals who typically work in marketing or ecommerce roles. The guides steer readers to ensure that projects and strategies are executed in the right way for optimal results. This guide to mobile and web user […]
1. Introduction When compared with other sectors, such as financial services, retail and travel, pharma and healthcare has been relatively slow in its digital transformation journey. However, in recent years, organisations in the sector have made impressive strides when it comes to using digital to improve the customer experience. This is due to a convergence […]
1. Executive Summary and Highlights The 10th annual Optimization Report (previously the Conversion Rate Optimization Report), produced by Econsultancy in partnership with RedEye Optimisation, explores the key requirements for success, including organizational setup and culture, the use of metrics, and the most effective approach to testing and experimentation. The report is based on a survey […]
1. Introduction This guide has been written to help the retail sector’s heads of customer experience, CCOs, CMOs, senior marketers, heads of digital and CIOs to move along the omnichannel journey towards omnichannel excellence. Its purpose is to give brands an understanding of the current retail landscape, which key challenges they need to address and […]
1. Introduction 1.1. Executive summary With an increasing number of digital channels, the time, attention and trust that consumers have to give to marketing content is fragmented. To make matters worse, consumers’ unprecedented power to control their media experiences has made it more challenging than ever to reach them. On the other hand, marketers have […]
1. Introduction 1.1 Executive summary This report identifies best practice approaches, techniques, challenges and opportunities around storytelling in the context of marketing. It explores how marketers perceive the importance of storytelling to the practice of marketing and the best practice application of storytelling principles to support marketing objectives and activity. The following topics are covered […]
1. Executive summary The Business Case for Digital Investment report, produced by Econsultancy in partnership with Sitecore, looks at the extent to which companies are objectively assessing the potential impact of marketing and customer experience (CX) technology in terms of both increased revenues and reduced costs. The key findings of the research, based on a […]
1. Executive Summary Customer Lifetime Value (CLV) is considered one of the most important factors in determining present and future success of a business. However, less than half of those surveyed for this research said they were able to measure CLV. With it costing less to retain a customer than acquire a new one and […]
1. Executive summary The Bridging the Customer Experience Gap report, produced by Econsultancy in partnership with Zone and Cognizant, explores the extent to which companies are meeting consumer expectations. Based on surveys of both consumers and businesses, each with more than 1,000 respondents, the study is the most authoritative state-of-the-nation assessment of how well companies […]
1. Introduction 1.1. Executive summary Chatbots have seen a rise in popularity over the last few years, with the cost of implementing the technology going down and the curiosity around AI taking off. Nevertheless, the definitions around what a chatbot is and what a chatbot can do are still blurred. For the purpose of this […]
1. Introduction In the space of 20 years, Amazon has grown into a $200bn company[1], selling everything from books to health foods. It is now the fifth largest retailer in the UK according to Verdict, beaten only by four supermarkets.[2] It is estimated to have accounted for a third of all UK spend online in […]
1. Executive Summary This report will look at the history of visual search, how different companies are using it, and explain how marketers can take advantage of visual search and other tools that make use of machine vision. It will also cover the following: The benefits of visual search in ecommerce In a commercial context, […]
1. Introduction Powerful technological forces are impacting the marketing profession and the companies and industries where marketers work. Econsultancy identifies, analyses and writes about many of these forces; ubiquitous connectivity[1], artificial intelligence[2] and the Internet of Things[3] to name a few. The same technologies are also enabling new and agile innovators to launch digitally enabled […]
1. Executive summary The past few years have seen constant turmoil in the world of business, as companies try to work out how to cope with the changes caused by the digital age. Every business is now a digital business to some extent, based on the degree to which it uses digital media to communicate […]
1. Introduction: The Principles of ROI “The fundamental reason why anyone calculates ROI is to prove their existence, or their intention to do something,” says Raj Balasundaram, VP Solutions and Strategic Services at marketing platform Emarsys. Having the ability to accurately quantify the contribution that a marketing programme or strategy has had upon revenue and […]
1. Executive Summary This is the 12th annual Email Marketing Industry Census, published by Econsultancy in partnership with Adestra. More than 700 marketers took part in our online survey, carried out in March and April 2018. The report contains comprehensive analysis of survey data and a comparison with results from previous years, as well as […]
1. Introduction 1.1. Executive Summary Artificial intelligence (AI) is an area of technology that has suffered from over-hyping and confusing language, but clarity is finally developing. AI is the ability of technology to make smart decisions in a human way in relation to such things as visual perception, speech recognition, decision-making, and translation between languages. […]
1. Introduction 1.1. Methodology The aim of this research is to identify the planning, tactical and strategic activities undertaken by businesses following the UK’s decision to leave the EU on 23 June 2016. It also aims to explore perceptions of Brexit among UK and EU marketers and business leaders in order to provide a benchmark […]
1. Executive summary Nearly 14,000 online retailers and marketers took an online survey for our State of Ecommerce in Southeast Asia and Taiwan report. It explores the current position of online sales in the region to identify trends and draw attention to challenges and opportunities. For clarity, online retailers are most likely to be working […]
1. Introduction The concept of Black Friday being a single in-store shopping day, taking place the day after US Thanksgiving once the clock has struck midnight, is close to becoming a distant memory. In recent years, sales have extended over the entire week around Thanksgiving, also moving online to encompass Cyber Monday too. And last […]
1. Introduction Econsultancy’s A Guide to Customer Experience Management features findings from its 2018 Customer Experience Management survey, conducted among 482 marketing professionals around the world in January and February 2018, including 299 client-side marketers and 183 agency marketers. For the purposes of this report, we have carried out separate analysis for both of these […]
1. Introduction 1.1. Executive summary Trust is seen as a crucial element of brand success. With increasing disruption and competition across all sectors, trust becomes even more important for brands to focus their efforts on. Last year, fake news was a highly contentious issue and it raised concerns about where a brand’s content was appearing. […]
1. Introduction 1.1. Executive Summary The Internet of Things (IoT) refers to the embedding of sensors into objects so they can connect to each other and the environment via the internet. It promises a more seamless world where many decisions and actions are automated to make our lives better and easier, offering enhanced value and […]
Introduction 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 […]
1. Introduction The aim of this report is to help demystify the GDPR for marketers, disseminate the findings from Econsultancy’s ‘Marketers and the GDPR: Are you Ready?’ survey and provide a clear action plan for how marketing teams can become GDPR compliant. It is critical that marketers understand how the GDPR affects them directly, along […]
1. Foreword by video intelligence Context is everything Without context, meaning is lost. This is nowhere more true than in advertising. Take Oreo’s now legendary ‘dunk in the dark’ tweet as an example. During Super Bowl XLVII in 2013, a power outage caused the game to be stopped. The social media team at Oreo quickly […]
1. Introduction Launched in 2011, WeChat (Weixin (微信) in Mandarin) started off as a messaging app that has since evolved into a social networking and ecommerce behemoth. Widely popular in China, on average, WeChat boasts 902 million daily logged in users, with around 38 billion messages sent daily.[1] Starting as parent company Tencent’s mobile equivalent […]
1. Introduction Welcome to our brand briefing series, which focuses on the marketing strategies and tactics of the most popular brands covered by Econsultancy. This report considers handmade cosmetics business Lush. It focuses on how the company’s embrace of social, new tech and a second-to-none ecommerce platform have enabled its rise and established it as […]
1. Executive Summary and Highlights This is Econsultancy’s ninth Conversion Rate Optimization (CRO) Report, published in association with RedEye. The research, based on an online survey of more than 800 digital marketers and ecommerce professionals, looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for […]
1. Executive Summary This study, entitled International Content – Monetizing Global Content Assets and Measuring Success, highlights the characteristics that differentiate leaders from mainstream companies. The research, published by Econsultancy in partnership with Lionbridge, defines international content leaders as those companies that are particularly well equipped to compare the impact of content on a like-for-like […]
1. Introduction Welcome to our brand briefing series, which focuses on the marketing strategies and tactics of the most popular brands covered by Econsultancy. This report looks to Snapchat, though not to how the fast-growing ‘mobile moments’ platform is marketing itself, but rather how the service is being used by leading brands in creative and […]
1. Introduction Econsultancy’s series of best practice guides have been created for Internet professionals typically working in marketing or ecommerce roles. The guides steer readers to ensure that projects and strategies are executed in the right way for optimal results. Given the significance of online performance data to most organisations in 2017, sections of this […]
1. Foreword by AdRoll When surveying the levers that marketers can pull to improve their businesses, there is one lever that keeps squeaking and getting stuck year after year. Unfortunately, that lever is crucial to improving everything else in the marketing machine. We’re speaking, of course, about attribution. In the age of data, where we’re […]
1. Introduction Tesco is one of the largest retailers in the world. Despite seeing ongoing fierce competition from discounters such as Aldi and Lidl, it is going through something of a brand renaissance. In the first quarter of 2017 alone, our sister publication Marketing Week reported that the supermarket giant boasted a 2.3% rise in […]
1. Introduction Welcome to our brand briefing series, which focuses on the marketing strategies and tactics of the most popular brands covered by Econsultancy. Since being founded in the US in the early 1970s, Starbucks has grown to become one of the world’s best known coffee outlets. The last two years has seen the brand […]
1. Foreword by AdRoll Account-based marketing is a combination of people, processes and technology that, if deployed intelligently, will complement existing marketing programs to close bigger deals more efficiently. Account-Based Marketing: A Practical Guide is your manual to achieving that alignment and running efficient ABM. This guide will provide practical, actionable advice and tips on […]
1. Executive summary The State of B2B Marketing Automation report, published by Econsultancy in association with Act-On, is based on a survey of more than 350 B2B marketing professionals. The aim of the research is to explore the maturity of marketing automation, looking at adoption levels and types of strategies organizations are using. The study […]
1. Executive Summary 1.1. About Econsultancy Econsultancy’s mission is to help its customers achieve excellence in digital business, marketing and ecommerce through research, training and events. Founded in 1999, Econsultancy has offices in New York, London and Singapore. Econsultancy is used by over 600,000 professionals every month. Subscribers get access to research, market data, best […]
1. Executive Summary This is Econsultancy’s first State of Marketing Automation in Australia and New Zealand report, published in association with Oracle Marketing Cloud. The research is based on a survey of over 350 marketing professionals based in Australia and New Zealand and evaluates current adoption levels, tools and processes employed as well as barriers […]
1. Executive Summary This is the tenth annual edition of the Measurement and Analytics Report, published by Econsultancy in partnership with Lynchpin. The research looks at how organisations are using data strategically and tactically to generate insights and improve business performance. The key findings from the research are summarised below. We have also included a […]
1. Executive Summary This report follows on from a survey of 400 marketers carried out for the 2016 Predictive Analytics Report[1] and aims to examine how companies move from a limited state where they are ‘starting out’ through to a ‘strategic’ state where predictive capabilities lie at the heart of the business. It is based […]
1. Executive Summary 1.1. About Econsultancy Econsultancy’s mission is to help its customers achieve excellence in digital business, marketing and ecommerce through research, training and events. Founded in 1999, Econsultancy has offices in New York, London and Singapore. Econsultancy is used by over 600,000 professionals every month. Subscribers get access to research, market data, best […]
Introduction Econsultancy’s Best Practice Guides help organisations improve their results from digital marketing through improved planning and execution. Our guides explain best practice for successfully implementing digital marketing on a large scale in medium and large organisations, but best practice guidelines also apply for smaller organisations. The guides have been developed to be the definitive […]
Introduction Econsultancy’s Best Practice Guides help organisations improve their results from digital marketing through improved planning and execution. Our guides explain best practice for successfully implementing digital marketing on a large scale in medium and large organisations, but best practice guidelines also apply for smaller organisations. The guides have been developed to be the definitive […]
Introduction Econsultancy’s Best Practice Guides help organisations improve their results from digital marketing through improved planning and execution. Our guides explain best practice for successfully implementing digital marketing on a large scale in medium and large organisations, but best practice guidelines also apply for smaller organisations. The guides have been developed to be the definitive […]
Foreword by IBM The explosion of data and technology has changed the expectations brands have for their digital marketing agencies. The bar is set far higher than just great creative content. Brands look to agencies for analytic and AI/cognitive capabilities to make sense of complex data and for execution of marketing programs targeted at the […]
1. Introduction Econsultancy’s series of Best Practice Guides have been created for professionals who typically work in marketing or e-commerce roles. This guide has been written for a wide range of audiences, not just people who think they’re innovative or digital. CEOs and MDs; CFOs and Marketing Directors; product, technology, brand and digital managers; producers, […]
1. Introduction 1.1. About this report Econsultancy’s series of Best Practice Guides have been created for internet professionals who typically work in marketing or ecommerce roles. The guides steer readers to ensure that projects and strategies are executed in the right way for optimal results. Given the ongoing significance of email to most organisations in […]
Introduction Econsultancy’s Best Practice Guides help organisations improve their results from digital marketing through improved planning and execution. Our guides explain best practice for successfully implementing digital marketing on a large scale in medium and large organisations, but best practice guidelines also apply for smaller organisations. The guides have been developed to be the definitive […]
1. Executive Summary This is the 11th annual Email Marketing Industry Census, published by Econsultancy in partnership with Adestra. Once again, more than 1,000 marketers (exactly 1,200 this year) took part in our online survey, carried out in February and March 2017. As well as an analysis of survey data and a comparison with results […]
Introduction: Why is measuring ROI so important? The question on the tip of any marketer’s tongue should always be “What is the ROI on this?”, but the influencer marketing space exploded with such velocity that arguably it was a question that couldn’t be answered immediately. For a while brands were happy to jump onboard and […]
1. Executive Summary 1.1. About Econsultancy Econsultancy’s mission is to help its customers achieve excellence in digital business, marketing and ecommerce through research, training and events. Founded in 1999, Econsultancy has offices in New York, London and Singapore. Econsultancy is used by over 600,000 professionals every month. Subscribers get access to research, market data, best […]
1. Executive Summary In this report we interview a number of global marketing leaders in order to understand how they have implemented customer experience (CX) strategies, the challenges they have faced along the way and the lessons they have learned. We have also surveyed our extensive subscriber base of marketers, agency heads and technology experts […]
1. Introduction Econsultancy’s series of best practice guides have been created for digital professionals who typically work in marketing or ecommerce roles. The guides steer readers to ensure that projects and strategies are executed in the right way for optimal results. Given the significance of online video to most organisations in 2017, sections of this […]
1. Executive Summary We are living in the age of the customer. A survey by Gartner revealed that 89% of companies now expect to compete on customer experience alone, and by 2017, 50% of consumer product investments will be redirected towards customer experience innovations.[1] Businesses across the world are on an aggressive path towards making […]
1. Introduction The objective of this research is to get a clear idea about what UK digital agencies charge for different types of skills and levels of seniority, and to understand how and why rates may vary, for example by size of company and by region. This year’s survey follows similar Rate Card Surveys we […]
1. Email: The Backbone of Your Digital Marketing Programme No tool in your marketing toolbox is as valuable and necessary to you as your email marketing programme. That’s a big statement, but we can back it up with facts: Email pays off. Email generates a generous return on its budget investment, higher than any other […]
1. Introduction One of the most popular areas of digital now is social media. The vast majority (93%) of internet users have at least one social media account and the main social platforms boast hundreds of millions of daily users. Over the last few years, though, social media has also started to have a strong […]
1. Foreword by Adobe It’s no secret that we live in an omnichannel world. Consumers are constantly switching between channels, devices and touchpoints, and the onus is on the marketer to develop a holistic view of the customer, regardless of the journey they decide to follow. Previous reports in this series revealed that crosschannel marketing […]
Insights on meeting attribution challenges in the UK, France and Germany
1. Executive Summary The drive to become digital is inescapable. Customers’ expectations have shifted and at the same time technological innovation is facilitating constant change. This report looks at the opportunities that digital presents in the pharmaceutical and healthcare sectors, the challenges companies are facing in digitally transforming themselves and how they are approaching these […]
1. Foreword from IBM We have all been saying it for years, and each year, it becomes increasingly true: consumers have high expectations, are quick to judge, and the competition is only a click away. We all know analytics is a crucial ingredient to delivering the types of exceptional experiences that make brands stand out […]
1. Executive Summary The 2016 Measurement and Analytics Report, published by Econsultancy in partnership with Lynchpin for the ninth year running, looks at how organisations are using data strategically and tactically to generate insights and to improve business performance. Digital analytics is the customer experience In this customer-focused era, digital analytics is critical in evaluating […]
1. Foreword by Adobe Mobile continues to be a moving target. While marketers are making solid progress with mobile marketing, there’s still a lot of room for improvement, such as speeding up the adoption of mobile initiatives. Our third annual mobile research report shows that marketers recognise the enormous power of mobile and understand that […]
1. Introduction Econsultancy is in the fortunate position of having played a lead consultancy role in the digital transformation of some of the world’s biggest and most exciting brands. Many of these projects, particularly over the past few years, have focused on the digital transformation of marketing and sales. Our experience in these projects has […]
1. Executive summary This is Econsultancy’s first Predictive Analytics Report, in association with RedEye. The research, based on an online survey of nearly 400 digital marketers and ecommerce professionals, looks at adoption levels of predictive analytics and the types of strategies and tactics organisations are using. In addition, it evaluates the tools and processes employed for […]
1. Introduction LinkedIn is the unattractive and often ignored sleeping giant of the social networks. At the time of writing, over half of the world’s 770 million professionals have LinkedIn access and, in the wake of its consistent subscriber growth, it presents a formidable platform that enables B2B marketers to develop commercial relationships with potential […]
Introduction Econsultancy’s Best Practice Guides help organisations improve their results from digital marketing through improved planning and execution. Our guides explain best practice for successfully implementing digital marketing on a large scale in medium and large organisations, but best practice guidelines also apply for smaller organisations. The guides have been developed to be the definitive […]
Introduction Econsultancy’s Best Practice Guides help organisations improve their results from digital marketing through improved planning and execution. Our guides explain best practice for successfully implementing digital marketing on a large scale in medium and large organisations, but best practice guidelines also apply for smaller organisations. The guides have been developed to be the definitive […]
Introduction Econsultancy’s Best Practice Guides help organisations improve their results from digital marketing through improved planning and execution. Our guides explain best practice for successfully implementing digital marketing on a large scale in medium and large organisations, but best practice guidelines also apply for smaller organisations. The guides have been developed to be the definitive […]
Introduction Econsultancy’s Best Practice Guides help organisations improve their results from digital marketing through improved planning and execution. Our guides explain best practice for successfully implementing digital marketing on a large scale in medium and large organisations, but best practice guidelines also apply for smaller organisations. The guides have been developed to be the definitive […]
Introduction Econsultancy’s Best Practice Guides help organisations improve their results from digital marketing through improved planning and execution. Our guides explain best practice for successfully implementing digital marketing on a large scale in medium and large organisations, but best practice guidelines also apply for smaller organisations. The guides have been developed to be the definitive […]
1. Introduction Econsultancy’s Best Practice Guides help organisations improve their results from digital marketing through improved planning and execution. Our guides explain best practice for successfully implementing digital marketing on a large scale in medium and large organisations, but best practice guidelines also apply for smaller organisations. The guides have been developed to be the […]
1. Executive Summary The key findings from our research are: Increasing sophistication in organisational design. Our established framework and maturity model for how organisations are structuring their digital marketing capability (dispersed, centre of excellence, hub and spoke, multiple hub and spoke) remains valid, but there are some key differences emerging including more sophisticated ways of […]
1. Introduction 1.1. About Econsultancy Econsultancy’s mission is to help its customers achieve excellence in digital business, marketing and ecommerce through research, training and events. Founded in 1999, Econsultancy has offices in New York, London and Singapore. Econsultancy is used by over 600,000 professionals every month. Subscribers get access to research, market data, best practice […]
1. Introduction In June 2014, a report on digital innovation at the New York Times was leaked to BuzzFeed; the NiemanLab called it one of the ‘key documents of our media age’.[1] Its content was filled with the pressure points of America’s second largest newspaper as it struggled through the digital transition. As I read […]
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 […]
Foreword Welcome to Adobe’s Digital Trends report, our annual survey of marketing, advertising, ecommerce, creative and technology professionals around the world. Now in its 10th year, Digital Trends continues to reveal the most significant shifts in the industry that are driving marketing strategies, company investment and consumer behaviour. This 10th edition of the report gives […]
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 […]
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