Best Practice Research
Over 500 reports, case studies and how-to guides written by industry experts and practitioners, covering strategy, planning and execution.
“If there’s one thing we’ve learned over the past year, it’s that the ability to adapt digitally is critical in today’s business environment. As a company, we’ve taken this to heart. A digital-first approach is now woven throughout our strategy, and our ultimate goal is to create the best digital experience powered by our global smart logistics network.”
Kevin Warren, CMO – March 2021
Over 500 reports, case studies and how-to guides written by industry experts and practitioners, covering strategy, planning and execution.
In-depth and detailed skills assessments, benchmarking, and measurement of impact.
Over 300 online specialist courses in digital marketing and ecommerce, delivered through the Econsultancy Skills Cloud™
Expert-led digital marketing and ecommerce training, delivered in person and online.
Daily analysis of new developments, connecting with peers and inspiring insights.
So, join Kevin and UPS on this digital transformation journey and understand how we are moving from a UPS-centric mindset to Customer First and Digital First, and what this means for our business and our marketing teams.
Through a combination of lessons with UPS business/digital experts and Econsultancy modules, this course will ensure that participants understand the importance of putting the customer-first, and how key digital campaign planning tools and approaches, including segmentation, targeting, and customer journey mapping, can help to provide the best customer experience.
UPS marketers will explore the rich world of data and understand how a data-driven approach to planning, including hypothesis generation, insight leveraging, and producing a continuous data collection plan, can help support this customer-first approach and achieve business objectives.
Join your peers at Kings Place, London, April 27th 2023, to discuss key themes in CX, data and ecommerce.
This briefing is part of our Digital Transformation Monthly 2022 in Review, which looks back over the trends that defined the past year and considers how they might impact the year to come.
February 9th, 2023 | 2:00pm GMT | 9:00am EST
March 30th, 2023 | 3:00pm BST | 10:00am EDT
Research shows clear benefits for companies that make personalisation part of their business strategy. This report provides guidance on how to enable and deliver personalised experiences at scale through data, tools, techniques and people.
With the digital arena expanding to include apps, TVs, virtual worlds and even outdoor billboards, digital advertising has grown vastly in size and scope in recent years. This best practice guide looks at how marketers can successfully plan, create, execute and measure digital ad campaigns.
As social commerce continues to evolve, it has become an essential part of how many brands do business online. This best practice guide looks at developing a selling strategy across each of the major platforms, including influencer marketing and emerging trends within the space.
2022 brought new challenges for the retail industry as consumers cut-back on spend due to rising inflation and the cost-of-living, and retail brands suffered from supply chain issues and other lingering consequences of the pandemic. Online retail sales fell by 2.8% in November 2022, according to ONS, which it says continues a downward trend seen […]
What are the overarching trends that will define how marketers will think and act in 2023, and the challenges and opportunities they will face? We explore four key trends. For some more channel-specific predictions, see our previous expert roundups on ecommerce, personalisation, retail media, influencer marketing, SEO, and social ads. Our trends for 2023: Resisting […]
Personalisation – is it the key to conversion and the logical endpoint for comms, or merely a marketing pipedream? The answer is likely somewhere between the two, but to give us some more perspective on what marketers should expect from personalisation in 2023, I asked the opinions of some experts at AI-powered SaaS content platforms […]
We examine three travel marketing trends for 2023. Value-based messaging and finance-focused products, the role of travel agents and the continued rise of apps.
Cross-border travel reached pre-pandemic levels this March for the first time since the start of the pandemic. With people holidaying again, how are travel companies in the industry responding to changing consumer behaviour? Here’s a look at how brands are approaching the issues of sustainability, flexibility, and loyalty. IHG and Expedia refresh loyalty programs to […]
Cyber-Duck’s Diversity and Accessibility Lead talks to us about the state of accessibility, common misconceptions, its place in the org and in digital transformation, and emerging tech such as the metaverse.
Many companies are eager to explore investments in the metaverse, but what is the best way to go about this? We conclude our three-part series, ‘A metaverse reality check’, by looking closely at the practical considerations behind metaverse investment, and consider what some major brands have been doing in this space.
Direct-to-consumer (D2C) commerce surged during the early stages of the Covid-19 pandemic, as new brands capitalised on the shift to online shopping, and mainstream brands – such as Nike and Levi’s – doubled down on direct sales channels. Two years on, with physical retail regaining traction, and wider issues such as inflation, online advertising prices […]
The digital transformation of pharma has continued apace during the past few years, changing the way that both healthcare professionals (HCPs) and consumers communicate with each other and with pharmaceutical brands. But what digital marketing trends will shape pharma in 2023? From ad-supported media to influencer marketing, here’s a look at what’s on the horizon […]
News and developments in retail media dominated 2022. “Everything is an ad network“, summarised analyst and investor Eric Seufert. As online continues to represent an increased proportion of shopper spend in the wake of Covid-19, retailers (and beyond) are increasingly waking up to the advertising opportunities that this presents – while brands are seeking new […]
Influencer marketing is now an integral part of the digital marketing mix, enabling brands to engage audiences and to promote authenticity and trust. According to The State of Influencer Marketing 2022: Benchmark Report, the industry was set to grow to approximately $16.4 billion this year; this growth has been buoyed by the continued success of […]
From Google announcing multi-modal ‘multisearch’ to the spam targeting efforts of its Helpful Content and Product Reviews updates, to developments in generative AI that could have disruptive implications for web search, it’s been an interesting year in search and SEO. We reached out to a number of experts to get their thoughts on how they […]
This briefing is part of our Digital Transformation Monthly 2022 in Review, which looks back over the trends that defined the past year and considers how they might impact the year to come.
This briefing is part of our Digital Transformation Monthly 2022 in Review, which looks back over the trends that defined the past year and considers how they might impact the year to come.
Russell Howe is VP EMEA of data privacy company Ketch. We spoke with Russell to find out about what his role entails, the key elements of a successful data privacy program, and how businesses can overcome data privacy’s most common pitfalls. Tell me about your role – what does a typical day look like for […]
Google’s update means sites that use extensive automation to produce content could find themselves in the crosshairs. What does this mean for AI copywriting tools?
The disciplines of content marketing and SEO are intertwined. Generally speaking, content marketing concerns the creation and publication of content to engage an audience, while SEO concerns the research of topics being searched for by people using Google (or other search engines). Both content marketers and SEOs will also have a focus on creating link-worthy […]
Matt Colebourne is the CEO at Searchmetrics, a global provider of search data, software, and consulting solutions. I spoke to him about why he believes that organic search and SEO don’t get the “love” they deserve from organisations, how to make SEO a whole-organisation effort and tap into its true value, and what major trends […]
March 10th, 2022 | 2:00pm GMT | 9:00am EST
Email is a great place to start when delivering personalised experiences that offer flexibility and ROI.
Which retailer loyalty programs are seeing success and why? Nikki Gilliland looks at several examples from McDonald’s to Pets at Home and examines their strengths.
How to effectively build content into your email strategy in three steps: mapping the customer journey, collating the right content, and bringing the two together in an email programme.
Email remains a customer-centric channel, with marketing automation letting brands personalise their customer experience – at scale – while learning more about their audience.
This analyst session covers:
A report uncovering best practice principles and considerations for developing a personalisation strategy, also providing supporting evidence for why companies should be placing personalisation high on their agenda and explores ways to develop personalisation capabilities.
This report offers practical and pragmatic advice for developing and implementing a successful customer experience strategy.
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 […]
The 2020 Digital Trends report looks at the most significant digital-related trends driving marketing and customer experience strategies, with a focus on understanding challenges, opportunities and priorities.
This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.
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.
A best practice guide providing marketers with overview of customer journey mapping and a simple starting point for anyone yet to map out their customer journeys.
A best practice guide looking at the strategies marketers should deploy to transform new customers into repeat customers, as well as how to optimise long-term loyalty and advocacy among the highest value customers.