What makes for a successful loyalty scheme?
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.
Digital Accelerator Learning Objectives
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.
Traditional consumer insights techniques are ‘utterly outdated’: founder of insights platform Zappi on digitisation
Steve Phillips is the founder and CEO of consumer insights platform Zappi. I recently caught up with with Steve to find out about his day-to-day work. He explains Zappi’s B-corp status, its company culture, and the increased digitisation of the market research industry. Tell us about your role – what does a typical day look […]
Anatomy of an email marketing strategy: from discovery to conversion
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.
Loyalty, flexibility and ‘bleisure’: How travel brands are adapting post-pandemic
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 […]
Marketing Automation Best Practice Guide
This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.
SEO Best Practice: Measurement and Reporting for SEO
Measurement allows marketers to track the effectiveness of their efforts. From the role of analytics and the importance of identifying goals to defining data needs and ensuring validation, this report goes beyond SEO to look at the essentials of measurement and reporting.
Achieving Omnichannel Excellence Best Practice Guide
With omnichannel now regarded as playing an essential role in business success, this best practice guide looks at how companies can develop their omnichannel strategy to achieve excellence.
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‘Accessibility is seen as a CSR initiative – and that needs to change’: Cyber-Duck’s Yahye Siyad on his role
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.
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We’ve made some changes to the Econsultancy website
Changes to our top nav, homepage and several landing pages will allow members to easily access our latest content and The Econsultancy Skills Cloud™ LMS.
Charging for ecommerce returns: Can it be avoided?
How can retailers, particularly in fashion, reduce the online returns rate or mitigate the cost of postal returns?
‘Retailers need to keep looking for fresh, innovative ways to provide value to the customer’: Wunderkind’s Richard Jones
Richard Jones is the CRO of performance marketing engine Wunderkind. I recently spoke with Richard about his experiences as a two-time CEO, how brands can provide genuine value to the customer in exchange for their data, and the digital marketing trends that retailers need to keep an eye on in the near future. Tell us […]
A metaverse reality check: What role for brands?
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.
Polly Wong on the keys to D2C growth: distribution, marketing and product assortment
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 […]
Flashtalking’s Lucy Hinton on adtech evolution and winning at multichannel
Lucy Hinton is SVP Client Success EMEA at Flashtalking, the ad management platform that was acquired by Mediaocean in 2021. I recently chatted with Lucy to find out more about her role, how to put together a winning multichannel ad campaign, and how the adtech industry could evolve over the coming months. Tell us about […]
What does Beauty Pie’s success reveal about a changing beauty industry?
Beauty Pie raised $100m in funding last September to help further its expansion plans, which it says will involve “more warehouses, pop-up shops and a new membership model (for devotees).” This round of funding follows on from the huge growth Beauty Pie generated during the pandemic, with the brand doubling its number of members and […]
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A metaverse reality check: Understanding consumer attitudes
There’s plenty of enthusiasm from the world of business and technology about the prospect of the metaverse. But how well does this match up with what consumers are feeling?
A metaverse reality check: Defining the metaverse
Businesses are rushing to get in on the ground floor of the metaverse – but what is it really? What do we mean when we talk about ‘the metaverse’?
PepsiCo’s Mia Sorgi on building “connected experiences” and the future of retail
PepsiCo Europe Director of Digital Product and Experience Mia Sorgi discusses her role, including experience design across digital touchpoints, innovation in digital ordering and trends such as retail media and Just Walk Out.
Siegel+Gale’s Ben Osborne on what it means to be a consumer-led brand today
How can brands connect with consumers today in the face of rising living costs? I spoke with Ben Osborne, Director of Insights at Siegel+Gale EMEA, to hear his thoughts on what it means to be a consumer-led brand, and the strategies that brands will be working on in the coming months. How would you define […]
‘Too often, data is simply a burden’: Nick Stammers from unified DMP Ataccama
“Too often data isn’t being deployed usefully”, comments Nick Stammers, VP UK & EMEA at Ataccama, a unified data management platform. “It’s simply a burden: redundant, duplicated, irrelevant, hosted on outdated legacy platforms, or too low quality to be of any use.” I asked Nick about his role at Ataccama, and the data challenges for […]
Future of Marketing report: 60% of respondents expect budgets to increase
2022 has been much more challenging than initially predicted. In January, Ashley Friedlein predicted that the year – which he described as the ‘Great Reset’ – would be a chance for marketers to “recognise what has changed for good and what we need therefore to get used to and get good at” following two years […]
Ekimetrics’ Matt Andrew on the power of data science in marketing
Matt Andrew is UK MD of global data science & AI firm Ekimetrics. I recently caught up with him to discuss the role of data science within marketing, how brands can effectively harness their data, and why he foresees an acceleration of the trend towards data in-housing. Tell us about your role – what does a […]
Zelros CEO Christophe Bourguignat on AI personalisation in insurance
The co-founder of Zelros, an AI platform that helps insurers offer personalised product recommendations, discusses the role of the technology in a traditional industry.
Digital PR: An introduction to writer/blogger outreach
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 […]
Searchmetrics CEO: ‘organic search doesn’t get the attention it deserves’
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 […]
What will Google’s multimodal search and MUM mean for SEO? We asked the experts
We turned to Econsultancy’s storied roster of search experts to ask: what do MUM and multimodal search mean for our relationship to search and SEO? How could they change the game for marketers? And what potential opportunities and challenges do they present?
Why the answer to rising customer expectations lies in the email inbox
Email remains a customer-centric channel, with marketing automation letting brands personalise their customer experience – at scale – while learning more about their audience.
Brands should fix the roof before it rains with a proactive loyalty scheme: Prezzee’s James Malia
Consumers are increasingly questioning how they spend (and how they can cut back) due to rising living costs. In the UK, BRC figures show sales growth is slowing, with March 2022 seeing a rise of 3.1%, down on a 6.7% rise the month previously. For brands, tighter budgets could have an impact on customer loyalty. […]
Email marketing trends in 2022: examining design, privacy and process
April Mullen, Director of Brand and Content Marketing at SparkPost, outlines 2022’s top industry trends for email marketers.
Email continues to convert but “everything a customer receives should make them feel valued”: Cheetah Digital’s Tim Glomb
In a recent webinar, Cheetah Digital’s VP Content Tim Glomb broke down some key takeaways from their latest consumer research.
Harnessing the Power of Personalisation Best Practice Guide
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.
Implementing a Customer Experience (CX) Strategy Best Practice Guide
This report offers practical and pragmatic advice for developing and implementing a successful customer experience strategy.
A Guide to the Modern Marketing Model (M3) and Organisational Structures
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 […]
Experience Index: 2020 Digital Trends
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.
Ratings and Reviews Best Practice Guide
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.
Amazon: Lessons and Success Stories
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.
Customer Journey Mapping Best Practice Guide
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.
Customer Retention Best Practice Guide
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.
