Research Library

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

SEO Best Practice Guide

Econsultancy’s new and updated series of SEO Best Practice Guides contains everything marketers need to know about search engine optimisation, whether they work for an in-house client-side team, independently, or for an agency.

Best Practice Guides

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Content Strategy Best Practice Guide

1. Introduction This report is designed to provide marketers with practical and essential guidance into all aspects of content strategy. The role of content within marketing and digital marketing practice has never been more important than it is now, but it remains an area of constantly changing practice, with evolving dynamics around technology, content production […]

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Social Media Advertising Best Practice Guide

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 […]

Setting Up Paid Search Best Practice Guide

1. Introduction A considerable amount of work should be assigned to the effective set up of paid search campaigns. Detailed keyword research and a well thought out account structure in place make ongoing optimisation, testing and analysis much more straightforward. Over the course of 2019, there were a number of developments across the paid search […]

Video Advertising (Paid Search)

1. Introduction Video advertising can be an effective, eye-catching medium for building brand awareness when done properly. As more video content is consumed online, it makes sense that brands will want to follow suit with rich media video adverts promoting their brands. Unlike text ads in traditional paid search, video ads open up a whole […]

Marketing Campaign Integration Strategy (Paid Search)

1. Introduction A sound knowledge of how marketing channels are operated and optimised is vital for success in paid search. The level of dependency on paid search as a channel fluctuates from industry to industry and business to business. The most successful campaigns understand where paid search fits in the wider picture and how to […]

Planning and Strategy for Paid Search

1. Introduction Paid search has many different channels with a high degree of customisation. Before advertisers set their accounts up and start to structure their campaigns, it is essential that there is a proper plan and strategy in place. This is regardless of whether advertisers are working with an agency or managing the whole process […]

Paid Search Optimisation Best Practice Guide

1. Introduction The majority of a paid search practitioner’s time will be spent analysing and optimising performance of ads and campaigns. In a dynamic industry, where new features are constantly being released and the competitive marketplace changes daily, an efficient and robust optimisation strategy will help advertisers stay ahead of the curve and maintain relevance […]

Paid Search Basics Best Practice Guide

1. Introduction Google Ads, the primary platform for paid search, reported 78 new features on its announcement page in 2019 alone,[1] demonstrating the incredible pace of change in this space and the need to constantly stay informed about updates in paid search. Taking on board the latest developments, this report explores the basics of paid […]

Measuring Digital Marketing Effectiveness Best Practice Guide

1. Introduction In recent years, there have been industry changes in two major areas, technical and regulatory, which have both made an impact on the way marketers can, and should, measure digital marketing effectiveness. Technical industry changes Apple, Google and Mozilla, which each own very popular web browsers, have implemented technical changes to the way […]

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Effective Remote Working for Marketers Best Practice Guide

1. Introduction Due to the Covid-19 outbreak, an increasing number of organisations is ordering their workforces to work from home for the foreseeable future, meaning many businesses and teams are facing new and unprecedented challenges. Econsultancy has created this Best Practice Guide to provide marketers with the essential techniques to empower successful and powerful remote […]

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Organisational Structures and Resourcing Best Practice Guide

1. Introduction Econsultancy has been conducting research into digital marketing resourcing and structures for almost 10 years. This report is the fourth iteration of this research and represents a major update on the 2015 Digital Marketing: Organisational Structures and Resourcing Best Practice Guide. There have been some fundamental shifts in approaches to resourcing since then […]

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Ratings and Reviews Best Practice Guide

1. Introduction Customer centricity is at the heart of any successful business today. Digital has empowered consumers in numerous ways, giving them greater choice and convenience when they shop, but also offering a platform for them to share their views at the touch of a button. There are a host of platforms enabling consumers to […]

Modern Marketing Job Descriptions

1. Introduction Modern marketing requires new skills for the digital age. As new technologies and channels have emerged and digital transformation has become a priority for organisations across all locations, sizes and industries, the demand for expertise in the likes of data, analytics, customer experience, content and personalisation has increased. With this demand often outstripping […]

Customer Journey Mapping Best Practice Guide

1. Introduction The purpose of this guide is to provide an overview of customer journey mapping. It provides a simple starting point for anyone yet to map out their customer journeys. It is also a reference for those for whom the process is underway. This guide draws insights from those who have developed complex journeys […]

A Marketer’s Guide to Augmented Reality (AR)

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 […]

Segmentations and Personas Best Practice Guide

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 […]

Effective Leadership in the Digital Age

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 […]

Digital Transformation and the Role of Data

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 […]

SEO Best Practice: Benchmarking and Auditing

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 […]

SEO Best Practice: Changes in SEO

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 […]

SEO Best Practice: Guidelines and Compliance

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. […]

SEO Best Practice: The Fundamentals of Search Engine Optimisation

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 […]

SEO Best Practice: Technical SEO

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 […]

SEO Best Practice: International SEO

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 […]

SEO Best Practice: Link Strategy and Tactics

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 […]

SEO Best Practice: Algorithm Updates

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, […]

SEO Best Practice: Landing Page Optimisation

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 […]

SEO Best Practice: On-Page Optimisation

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, […]

SEO Best Practice: Audience Analysis and Keyphrase Selection

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 […]

SEO Best Practice: Measurement and Reporting for SEO

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 […]

Business people discuss graphs and measurement

A Short Guide to Maximising the ROI of Digital Marketing

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 […]

Developing Future Strategy: Long-Term Thinking for Marketers

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 […]

A Marketer’s Guide to Price Comparison Websites

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 […]

Customer Data Platforms Best Practice Guide

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 […]

Change Management for Marketers

Change Management for Marketers Best Practice Guide

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 […]

woman in camo jacket looking at smartphone exterior

Short Guide to Mobile Marketing Best Practice

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 […]

Trust, Transparency and Brand Safety

Short Guide to Trust, Transparency and Brand Safety

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 […]

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Short Guide to Skills of the Modern Marketer

 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 […]

Social Media Strategy Best Practice Guide

Social Media Strategy Best Practice Guide

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 […]

Social Media Platforms Overview

Social Media Platforms Overview

 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 […]

How Marketers Learn

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 […]

B2B Content Marketing Best Practice Guide

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 […]

Gamification Marketing Best Practice Guide

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 […]

Consumer Neuroscience and Digital Marketing

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 […]

Overcoming B2B Digital Marketing Challenges Best Practice Guide

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. […]

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 […]

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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 Best Practice Guide

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 […]

Achieving Omnichannel Excellence

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 […]

Working Effectively with Data Teams

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 […]

Storytelling for Marketers

Storytelling for Marketers

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 […]

Customer Lifetime Value Report - Econsultancy

Understanding Customer Lifetime Value

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 […]

marketers guide to chatbots

A Marketer’s Guide to Chatbots

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 […]

Ecommerce: Third-Party Marketplaces for Retailers

Ecommerce: Third-Party Marketplaces for Retailers

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 […]

Visual Search: A Guide for Marketers

Visual Search: A Guide for Marketers

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, […]

Demystifying-Blockchain-Guidelines-for-Marketers

Demystifying Blockchain: Guidelines for Marketers

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 […]

Maximising the ROI of Digital Marketing

Maximising the ROI of Digital Marketing

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 […]

A Marketer’s Guide to AI and Machine Learning

A Marketer’s Guide to AI and Machine Learning

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. […]

Lessons from Black Friday

Lessons from Black Friday

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 […]

Customer Experience Management

A Guide to Customer Experience Management (CXM)

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 […]

Trust, Transparency and Brand Safety

Trust, Transparency and Brand Safety

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. […]

A Marketer’s Guide to the Internet of Things

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 […]

Lush: A Fresh Approach to Customer Experiences

Lush: A Fresh Approach to Customer Experiences

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 […]

Snapchat: How brands are getting creative on the service

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 […]

The Fundamentals of Marketing Measurement and Analytics

The Fundamentals of Marketing Measurement and Analytics

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 […]

Tesco: Lessons in customer centricity

Tesco: Lessons in customer centricity

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 […]

Starbucks coffee

Starbucks: Adapting to changing consumer habits

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 […]

Building a digital culture

Building a Digital Culture

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 […]

Search PPC

Paid Search Marketing (PPC) – Best Practice Guide: Paid Search Optimisation

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 […]

Video advertising

Paid Search Marketing (PPC) – Best Practice Guide: Video Advertising

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 […]

Social media search

Paid Search Marketing (PPC) – Best Practice Guide: Paid Search in Social Media

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 […]

Innovation Best Practice Guide

Innovation Best Practice Guide

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, […]

Email Marketing Best Practice Guide

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 […]

search geo-targeting

Paid Search Marketing (PPC) – Best Practice Guide: Setting Up Paid Search

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 […]

Measuring ROI on Influencer Marketing

Measuring ROI on Influencer Marketing

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 […]

The Future of HR in the Digital Age

The Future of HR in the Digital Age

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 […]

Online Video Best Practice Guide

Online Video Best Practice Guide

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 […]

Digital Agency Rate Card Survey 2016

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 […]

agile innovation

The Fundamentals of Email Marketing

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 […]

Social trends

Social Media Strategy Asia Pacific Best Practice Guide

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 […]

Digital Transformation in Pharma and Healthcare

Embracing Digital Transformation in the Pharma and Healthcare Sectors

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 […]

The Convergence of Marketing and Sales

The Convergence of Marketing and Sales

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 […]

links

Guide to LinkedIn Marketing Solutions

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 […]

Search marketing

Paid Search Marketing (PPC) Best Practice Guide: Marketing Campaign Integration Strategy

 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 […]

Global search

Paid Search Marketing (PPC) Best Practice Guide: International and Multilingual Paid Search

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 […]

telescope

Paid Search Marketing (PPC) – Best Practice Guide: Google Shopping

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 […]

Paid mobile search

Paid Search Marketing (PPC) Best Practice Guide: Mobile Paid Search

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 […]

Strategy

Paid Search Marketing (PPC) – Best Practice Guide: Planning and Strategy for Paid Search

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 […]

Search PPC

Paid Search Marketing (PPC) – Best Practice Guide: Paid Search Basics

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 […]

Digital Marketing: Organisational Structures and Resourcing Best Practice Guide

Digital Marketing: Organisational Structures and Resourcing Best Practice Guide

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 […]

Digital Job Descriptions Best Practice Guide

Digital Job Descriptions Best Practice Guide

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 […]

How To Go Viral report

How To Go Viral

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 […]

Trends Reports

3d render, glowing rings, round lines, tunnel, neon lights, abstract background, circles, red blue spectrum, virtual reality, vibrant colors, laser show

Digital Transformation Monthly – March 2020

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 […]

3d render, glowing rings, round lines, tunnel, neon lights, abstract background, circles, red blue spectrum, virtual reality, vibrant colors, laser show

Digital Transformation Monthly – February 2020

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 […]

Digital Transformation Monthly: 2019 in Review

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 […]

Digital Transformation Monthly – December 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 […]

3d render, glowing rings, round lines, tunnel, neon lights, abstract background, circles, red blue spectrum, virtual reality, vibrant colors, laser show

Digital Transformation Monthly – November 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 […]

3d render, glowing rings, round lines, tunnel, neon lights, abstract background, circles, red blue spectrum, virtual reality, vibrant colors, laser show

Digital Transformation Monthly – October 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 […]

Ecommerce Trends

1. Introduction By the end of 2019, there will be close to 1.92 billion online buyers, representing around 25% of the world’s population shopping online. This figure is rapidly rising and is expected to reach 2.14 billion people in 2021.[1] With more people shopping online, every company should be considering their ecommerce business. The ecommerce […]

Digital Transformation Monthly – September 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 […]

Digital Transformation Monthly – August 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 […]

Digital Transformation Monthly – July 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 […]

Go-Jek: Ride-hailing and more

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, […]

Digital Transformation Monthly – June 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 […]

ShopBack: Building Loyalty Across Diversity

1. The Asian Cashback Industry An interesting niche industry within the Asian ecommerce space has been gaining ground in recent years. Called ‘cashback’, online shoppers are able to save some money whenever they complete purchases online if they go through a third-party platform, which effectively gives them a discount. The cashback industry is growing at […]

Digital Transformation Monthly – May 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 […]

Amazon: Lessons and Success Stories

1. Introduction This report investigates the successes, strengths and challenges of Amazon and outlines what marketers across industries can learn from the retail giant. It will also consider what the future holds for Amazon and explore what marketers can learn from the company. With Amazon recently becoming a trillion-dollar company and the only one to […]

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 […]

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 […]

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 […]

Grab: Going Beyond Transport

1. Introduction In 2012, Anthony Tan and Tan Hooi Ling launched an app that sought to solve transport woes in Malaysia. Taxis in Malaysia had a reputation for refusing to use the in-taxi meters, and customers would be overcharged. Today, with US$5bn in funding and an app download count of more than 95 million, Grab […]

Digital Shift Q4 2018

1. Welcome to Digital Shift Digital Shift is Econsultancy’s new trends service designed to give you the need-to-know insights into the key shifts in the digital marketing and ecommerce space. As we all know the pace of change that digital marketers face is relentless. Every day there are reams of articles, blog posts, product announcements […]

The Future of Marketing

1. Introduction ‘The Future of Marketing’ is based on an exploratory and descriptive research enquiry into the trends shaping the future of marketing. The report examines the main objectives and key priority areas for marketers within the next five years. A survey was conducted among 492 respondents who classified as advertisers/ client-side marketers, media owners […]

Digital Shift Q3 2018

 Webinar Recording 1. Welcome to Digital Shift Digital Shift is Econsultancy’s trends service, designed to give you the need-to-know insights into the key shifts in the digital marketing and ecommerce space. As we all know, the pace of change that digital marketers face is relentless. Each day, we are faced with articles, blog posts, product […]

agile innovation

Embracing Technology and Innovation in Digital Marketing – Energy and Utilities

1. Introduction The energy and utilities industry is undergoing a period of unprecedented transformation. The wave of technological innovations in the industry mean that companies have to change the way they communicate and interact with their customers. Furthermore, they have had to adapt and fine-tune their communication based on campaign goals, types of customers and […]

Flipkart: Building Trust in Indian Ecommerce

Flipkart: Building Trust in Indian Ecommerce

1. Introduction Headquartered in Bengaluru, India, Flipkart was founded in October 2007 by Sachin Bansal and Binny Bansal (no relation). Flipkart began its ecommerce journey retailing books online, and in June 2012, attained ‘unicorn’ status when it was valued at US$1bn.[1] Since then, Flipkart has secured funding from investors such as Tiger Global, SoftBank and […]

Digital Shift Report: Q2 2018

Webinar recording 1. Welcome to Digital Shift Digital Shift is Econsultancy’s new trends service designed to give you the need-to-know insights into the key shifts in the digital marketing and ecommerce space. As we all know, the pace of change that digital marketers face is relentless. Every day there are reams of articles, blog posts, […]

Shopee: Localizing Ecommerce in Southeast Asia and Taiwan

Shopee: Localizing Ecommerce in Southeast Asia and Taiwan

1. Introduction Shopee is an online shopping platform in Indonesia, Taiwan, Vietnam, Thailand, the Philippines, Malaysia and Singapore. It is operated by Sea Ltd, an internet platform company that also runs digital entertainment platform Garena, and digital financial service AirPay. Shopee prides itself on being extremely localized for each of its markets, providing buyers and sellers […]

Digital Shift Report: Q1 2018

Webinar Recording 1.   Welcome to Digital Shift Digital Shift is Econsultancy’s trends service, designed to give you the need-to-know insights into the key shifts in the digital marketing and ecommerce space. As we all know, the pace of change that marketers face is relentless. We are faced each day with articles, blog posts, product announcements and […]

Opportunities and Challenges for Marketers in 2018

Foreword Welcome to Econsultancy’s 2018 opportunities and challenges report where we bring to the table our perspectives on the forces shaping the marketing industry over the coming months. Almost every year, new channels and technologies emerge that quickly change the environment in which marketers operate. It would seem that the marketing landscape is in a […]

Trends Webinar: Ecommerce Trends - October 2017

Trends Webinar: Ecommerce Trends – October 2017

Webinar recording Feedback? We would like to hear your thoughts, please click here to take our 2-minute survey. Reports referenced and further reading Ecommerce Best Practice Guide Ecommerce Statistics Compendium Content Strategy Best Practice Guide User Experience and Interaction Design for Mobile and Web Usability and User Experience Template Files Search Engine Optimisation Best Practice Guide […]

leaves changing colour

B2B Digital Transformation

1. Executive Summary Digitisation is rapidly changing B2B businesses and it is crucial that companies transform and respond to these challenges. According to McKinsey, turning your company into a top-quartile B2B digital player can increase revenue by 3.5%.[1] Rising expectations from customers and prospects is also driving digital transformation as B2B buyers increasingly expect the […]

Adidas: New rules of social engagement

Adidas: New rules of social engagement

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 leading sports brand adidas, and takes a closer look at how the organisation uses social media as a key tool for customer engagement. With research conducted by Econsultancy […]

Modern Marketing Model Econsultancy

The Modern Marketing Model (M3)

The Modern Marketing Model (M3) The increase in new channels and technologies has dramatically changed the environment in which marketers operate. But the way in which marketing is taught, understood and operates has not really changed. This is not sustainable. We need a new unifying framework as a reference for what marketing has become. 1. […]

Nike: Engaging customers across multiple channels

Nike: Engaging customers across multiple channels

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 at Nike. Founded in 1964, the leading sportswear manufacturer has grown to become one of the most valuable brands globally. Nike is also a pioneer of marketing both […]

Trend Briefing: Artificial Intelligence (AI)

1. Introduction Econsultancy’s series of best practice guides have been created for internet professionals who typically work in marketing or ecommerce roles. The Innovation Best Practice series has been created 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 […]

Digital trends in media and entertainment

Digital Intelligence Briefing: 2017 Digital Trends in Media and Entertainment

1. Executive Summary The 2017 Digital Trends in Media and Entertainment report is based on a sample of more than 550 media and entertainment industry respondents, who were among more than 14,000 digital professionals taking part in the annual Digital Trends[1] survey carried out in November and December 2016. The research, conducted by Econsultancy in partnership with Adobe, is […]

Digital Trends in B2B

Digital Intelligence Briefing: 2017 Digital Trends in B2B

1. Executive Summary The 2017 Digital Trends in B2B report is based on a sample of almost 2,400 B2B respondents[1] who were among more than 14,000 digital professionals taking part in the annual Digital Trends survey carried out in November and December 2016. The research, conducted by Econsultancy in partnership with Adobe, demonstrates the priorities and progress being made […]

Future of agencies report

The Future of Agencies: Systems and Empathy

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 […]

Influencer marketing

The Voice of the Influencer

Executive Summary American novelist Ernest Hemingway once said “the best  way to find out if you can trust someone is to trust them”. Nowadays, great influencer marketing is based on a relationship  of trust and honesty,  with brands giving creative and narrative freedom  to the influencers  they choose to work with. Over the past couple […]

Marketing in the Age of Artificial Intelligence

Marketing in the Age of Artificial Intelligence

1. Introduction The use of technology in marketing has transformed the profession in recent years. As well as greater levels of measurement and data, the strategies and methods used have radically changed and marketing mindsets have altered. There has been a marketing arms race with the adoption of such automated techniques as demand-side platforms, cookie-based […]

The Japan Digital Report

The Japan Digital Report

1. Introduction This report aims to provide background for marketers who are outside of Japan and currently marketing in Japan, thinking of launching a campaign there, or even just curious about the country and its digital landscape. The topics covered include: Demographics, intended to educate the reader about how Japan compares to the world, fundamentally. […]

The Future of Celebrity Marketing

The Future of Celebrity Marketing

1. Executive Summary The definition of celebrity, as we know it, is changing. Thanks to the advent of social media and the subsequent rise of online influencers, a new generation of talent has emerged for traditional celebrities to compete with. Over the past year particularly, some impressive brand deals have been won by social media […]

Top 100 Digital Agencies Report 2016

Stumped by supplier selection? Use our industry knowledge to take the guess work out of choosing the best partner. Choosing the right agency or supplier can be critical to your success – but with so many options available, the shortlisting and selection process can become a daunting prospect. As independent industry experts, we have developed […]

Figure 9 What benefits do you receive

Career and Salary Survey Report 2016

1. Executive Summary Building on our inaugural Career and Salary Survey in 2015 (previously called The Salary Survey), Econsultancy collaborated with sister brands Marketing Week, Design Week and Creative Review to survey nearly 8,500 people across the marketing, digital, design and advertising industries. This report is based on data provided by those who classify themselves […]

The Rise of Influencers

The Rise of Influencers

Executive Summary Over the past couple of years, more and more brands have begun to align themselves with digital influencers. Why? Because consumers are expressing increasing preference for authentic, trusted opinion, over and above the voice of the brand itself. In the process, we have seen the rise of consumers-turned-digital personalities, and some of the biggest names […]

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