Trends

Challenges in Social Media Advertising

There are a few core challenges to consider in social media advertising, namely the pace of change – including meeting the demands of the growth of in-app commerce – and, critically, the impact of increased user privacy regulations. This chapter summarises the main challenges and important points marketers must consider when developing a social media […]

27 minute read

Introduction to Social Media Advertising

This chapter covers what marketers need to know about running social media advertising campaigns, including where social media advertising fits in the broader marketing mix, the business case for advertising across the platforms and the key challenges that need to be navigated. What is social media advertising and where does it fit? According to research […]

13 minute read
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Ecommerce Quarterly: Q1 2024

A guide to the latest trends, developments and statistics in ecommerce, providing a snapshot of what is happening right now. This quarter’s edition includes the peak season results, AI updates, cross-border retail and the latest strategies for combating the cost of returns.

Evolving Social Commerce

Around 4.6 billion people (more than half of the world’s population) use social media,[1] with consumers spending an average of two and half hours a day on social platforms, according to Hootsuite and GlobalWebIndex.[2] As platforms explore an ever-increasing list of ways to monetise their audiences, social commerce is expanding rapidly. This chapter looks at […]

23 minute read
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Innovation in Martech and Commerce Technology

Before looking at the different ecommerce platforms that businesses need to build and sustain an ecommerce function, it is instructive to consider how martech and commerce tech is developing, the capabilities this offers brands and how it is becoming more accessible. This chapter looks at the three major trends that will guide ecommerce evolution, and […]

7 minute read
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The Fundamentals of Ecommerce Strategy

Ecommerce success depends on a specific set of factors. This chapter runs through the fundamentals of ecommerce strategy, the formula for driving success, models that outline what the business needs to support an ecommerce function, and the components required in an ecommerce tech stack. The ecommerce formula At the most fundamental level, ecommerce success is […]

10 minute read
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The Evolution of Ecommerce

Establishing a clear strategy and a robust operational setup is essential for ecommerce success. As routes to market proliferate and evolve, businesses are presented with the opportunity to explore new areas and models. In order to do so, they must establish the operational capability that allows for this experimentation while optimising existing opportunities and approaches. […]

4 minute read

Evolving Content Strategy

The starting place for this research was a recognition that content is more important in marketing than ever. With a clear understanding of its value, this chapter highlights how content strategy is evolving and key trends and opportunities marketers should pay attention to. Balancing brand building with activation Les Binet and Peter Field’s research into […]

13 minute read

The Future of Digital Advertising

With many technologies emerging with the potential to impact digital advertising, the final chapter of this Best Practice Guide explores some of the most significant trends marketers should pay attention to. Emerging technologies Figure 1 shows how seriously respondents to Econsultancy’s 2022 Future of Marketing survey are taking some of these technologies, and it is […]

8 minute read

Creating Omnichannel Experiences

With customers interacting with brands through a variety of touchpoints, both digital and offline, the need to provide seamless omnichannel experiences has never been more important. This chapter outlines the contributors to great omnichannel experiences. What is a great omnichannel experience? The focus on omnichannel CX has never been greater. According to data from PWC, […]

13 minute read