1. Introduction The objective of this report is to provide marketers with a practical guide to the essential principles, processes and practices surrounding the increasingly critical areas of product strategy and marketing. Digital has facilitated a growing proportion of business models to pivot towards direct-to-consumer propositions, and an ever-growing number of products to become services, […]
Developing Future Strategy: Long-Term Thinking for Marketers
This report explores how to integrate planning for the long-term future into an effective strategy in order to protect against disruption and ensure organisations are prepared for the next big change in business, technology or society at large.
Learning from Digital Disruptors Best Practice Guide
This report 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.
As the dust settles on the abandoned European Super League revolt, Tom Dougherty, MD at Unrvld, a new digital agency, predicts this won’t be the last time we see major sports brands attempt to go OTT.
In this article, I’ll take a look at eBay in 2021: its size, the markets where it is popular, and what types of products sell best on the platform. I’ll also look at eBay’s offerings for businesses and how brands can benefit from a presence on the site, as well as tips for how to optimise that presence, drawing on material from Econsultancy’s recently-published Third-Party Marketplaces Best Practice Guide.
Cause marketing has come to the forefront since the pandemic, with many big brands recognising the importance of charitable giving – and the impact it can have on consumer opinion. IBM research found that, in 2020, 40% of consumers now fall into the category of ‘purpose-driven’, meaning they seek out companies which align with their […]
Marketing operations, or MOPS, is all about planning, process and measurement. It goes beyond project management to encompass the people, processes, technology, and data that powers a business’s overall marketing strategy. Ultimately, MOPS should make businesses more efficient and able to adapt quickly to change. Indeed, Adobe’s 2021 Digital Trends report found that B2B organisations with […]
The Covid-19 pandemic has triggered an acceleration of digital transformation within the healthcare and pharma industry. According to a survey by GlobalData, 40% of pharmaceutical industry professionals in Europe and North America believe that the pandemic has accelerated digital transformation by more than five years.
Speaking at the Festival of Marketing on a panel about digital transformation in finance, Mark Evans, Managing Director of Marketing and Digital at Direct Line Group, told delegates, “The limit is our own beliefs about what customers are prepared to do, so expect ever more complicated journeys… to be done digitally.”
On day two of Festival of Marketing’s Fast Forward event, Wunderman Thompson’s Chief Strategy Officer, Sid McGrath, emphasised the increasing need to identify fractured brands in retail and the reasons why such fracturing is occurring. Perhaps most importantly, he shared his tips on how to make these brands whole again to deliver a first-class, coherent experience that will keep customers returning.
Ben Potter argues that although many agencies have become more efficient during the pandemic, there are still those that must sharpen their positioning to prevent common mistakes in pitching.
The Festival of Marketing returns in June with an event designed to help marketers get ‘future fit’, and to prepare beyond the year with confidence following a period of intense upheaval and change. Fast Forward will run from the 7th to the 10th June, and will feature content to equip marketers with insight to tackle […]
Adobe’s Digital Trends 2021 report sheds light on how far travel and hospitality companies need to go to meet customers’ expectations for digital experiences – and how they plan to make up the ground.
To cater for rising public interest in Covid-19, Johns Hopkins Medicine quickly developed a search and content strategy early in 2020, changing the way it worked with experts across the organisation to make the most of its content architecture.
Variety is the spice of life for certain brands these days.
Learn what digital strategy means and the practical tips for developing your own.
The whys and hows of creating a strong digital brand presence.
Discover what disruption means and how you can learn from disruptors in your industry.
Four key digital trends that require special attention.
Objective and KPI setting, to budgeting for digital marketing, using data for planning, segmentation and targeting and customer journey mapping
How to make your marketing strategy quantified, agile and future-proofed.
Ways you can add value to people and organisations through your brand: how to build your brand and how to avoid breaking your brand.
Learn how the fusion of digital, classic tools and architecture offers unique capability to do positioning in real-time and at an individual level via dynamic personalisation.
Explore ways to achieve market orientation through a customer-focused approach and ensure engagement from your organisation.
How to make the most of the latest methods and digital data analytics to fully inform your customer insight planning.
Learn about how traditional models of distribution have changed and how digital has broken down the barriers to entry.
Where we are now and what is likely to happen in the world of digital. We discuss the big digital eras and their impact on marketing, as well as the key innovations, challenges and opportunities to prepare for.
The charity futureproofs its work by digitising its rehoming processes, upgrading its donation and ecommerce platforms, and establishing a content strategy.
The bagged salad brand used market segmentation techniques to gauge when its product was being consumed, which drove innovation and growth within the company.
Toyota Europe works with The&Partnership to build a platform that can tailor ads in real time based on audience preferences, leading to a 19% YoY increase in consideration for the AYGO car.
Nils Andersson Wimby, Agency Director at Isobar Sweden, argues that marketers always need to be open to new perspectives.
Leading marketers from KFC, Premier Foods, Little Moons, Mars and Kimberly-Clark will join the likes of Mark Ritson, Bob Hoffman and Helen Edwards for a new Festival of Marketing event in March designed to help marketers boost the effectiveness of their marketing spend.
Econsultancy Live, in association with Marketing Week, returns April 27th-28th to ask “What’s next for CX?”. The virtual conference will feature two days of talks all about customer experience post-pandemic, with tickets now available at our early bird rate.
This report offers practical and pragmatic advice for developing and implementing a successful customer experience strategy.
1. Introduction Each month, Econsultancy’s Digital Transformation Monthly report highlights the most important transformation stories arising from sectors from retail and finance to travel, transport and more. Bold moves are being made all around as we move into the second half of 2021 and brands, increasingly emboldened as some of the worst effects of the […]
1. Introduction Each month, Econsultancy’s Digital Transformation Monthly report highlights the most important transformation stories arising from sectors from retail and grocery to finance, healthcare and travel. This month, we look at two new studies that present different perspectives on organisations’ digital aptitude: one from The Economist and Microsoft, which reveals that most companies were […]
Discover marketing strategy statistics with the ISD
Browse, save and export a range of marketing strategy statistics via the Internet Statistics Database, updated regularly to reflect the latest findings from the UK and around the world.