Digital transformation is an ongoing journey. It is a process of continual progress and adaptation as things change quickly. This chapter of the research focuses on the key strategic pillars that need to be considered as part of this digital transformation journey. Transformation fundamentals Ashley Friedlein, Founder of Econsultancy and Guild, argues that digital transformation […]
For many companies, delivering a B2B digital experience means adapting their strategies and approach to how they sell and engage with their customers. B2B selling moving from ‘push’ to ‘pull’ B2B sales cycles have historically adopted more of a ‘push’ than ‘pull’ approach, with sellers proactively pitching to clients via calls and trade shows, and […]
How misleading insights are propagated in the marketing industry, why it matters, and what those sharing stats, whether in blog posts or presentations, should do to back up their arguments with sound thinking.
There are many tools available for improving the B2B customer journey, from the initial pre-sales queries to post-purchase aftercare. This chapter explores how marketers can use them to their advantage. Overview Typically buyers only spend 17% of their time meeting with potential suppliers when considering a purchase, according to Research from Gartner.[1] As hybrid selling […]
Creating compelling digital B2B experiences requires a deep understanding of customers. This includes understanding the end-to-end customer journey, the pain points and where digital can support the process. The digital customer experience Research from Wunderman Thompson revealed that more than half (52%) of firms experience frustration with online B2B buying and, as a result, over […]
Econsultancy’s 2023 Digital Trends predictions, alongside previous surveys, showcase how optimising the customer experience and customer journey management remain among the top priorities for both B2C and B2B companies. This chapter looks at the key considerations for organisations planning to deliver on the B2B digital experience. Digital expectations In order to deliver a positive digital […]
With the measurement landscape in flux as the deprecation of third-party cookies heads towards completion, this webinar looks at the strategies being adopted to measure campaign performance and drive effectiveness.
Being able to measure how well a company’s marketing is performing towards meeting goals and driving growth is essential. This best practice report looks at the impact that the end of third-party cookies and increasing regulation is having on marketing measurement.
VML’s luxury retail lead Ricardo Catalano outlines three tiers of digital maturity in the sector, and why some maisons take a traditional approach with minimal data activation, despite placing a premium on customer relationships.
The latest trends, developments and statistics in social media. Stories this quarter include new ad partnerships between Amazon, Google and the social networks, the latest AI features from Meta and Snap, as well as the changing fortunes of TikTok and X.
How has the discount marketplace become such a ubiquitous name in such a short space of time? How does it compare to Shein? And what does this trend mean for Amazon?
