Author: Andrew Warren-Payne

Andrew Warren-Payne

Andrew Warren-Payne is a senior research analyst at Econsultancy where he works on producing industry-leading research, briefings, and best practice guides for the digital marketing industry, including the Top 100 Digital Agencies report. In addition to this, Andrew has helped a broad range of organisations develop their marketing strategies through bespoke research and analysis.

Prior to working at Econsultancy, Andrew worked with start-ups in both London and Seattle with their digital marketing efforts and worked as an independent affiliate marketer.

Is your agency part of the Top 100?

The new media age Top 100 Agencies Report has always been one of the highlights of the digital calendar, and following the merger with Econsultancy we’re happy to say that it’s back and better than ever!

The report is a who’s who of the digital industry, detailing all the big agencies you need to know and some of the work that helped to build their success.

And here's how you can get involved...


New report: the four pillars of agency maturity in APAC

Econsultancy has released a new report entitled The Progression of Agency Value in APAC: Developing a Model for Agency Maturity in a Digital World.

The report, sponsored by Adobe, details the challenges faced by agencies within the region, in particular its diversity, the struggle clients face in choosing supply-side offerings, a fragmenting customer landscape and a lack of suitable talent.

While this is countered by the huge opportunities present within a huge and digitalising region, the report states that agencies which fail to address these challenges are unlikely to succeed in the long term.

The research, which focuses on the Asia-Pacific (APAC) region, is a follow-up to the first Progression of Agency Value report written by Neil Perkin and published in 2012.


Content marketing and SEO: how will they evolve in the future?

Google's continuing moves to penalise marketers ‘chasing the algorithm’, and to reward those who produce useful and valuable content, is one of the principal reasons why content marketing has emerged as a hot topic over the past 18 months. 

The majority of marketers surveyed in our Content Marketing Survey Report (produced in associated with Outbrain) agreed with the statement that “Content marketing is becoming its own discipline, like SEO or email marketing”.

The question remains to be seen as to how content marketing and SEO will change, integrate and evolve over time, with some predicting the demise of SEO and others insisting that it will remain as its own discipline.

To find out more, and following last week's post on the expert view on content marketing, we asked a selection of marketers how they "see the relationship between content marketing and SEO evolving over the next few months?” Their answers, some of which do conflict, are below…


Content marketing in 2013: what the experts think

Since the launch of our Content Marketing Survey Report, produced in association with Outbrain, the topic has continued to fuel discussion throughout the industry, as brands struggle for the attention of consumers and marketers find it ever more difficult to reach the top of the search engines.

As 2013 begins, we asked a series of marketers for their thoughts on where content marketing is going and what brands and publishers have been doing particularly well.

Their insights are below, along with some video shot by Outbrain at the launch of the Content Marketing Survey Report late last year.


What do you love or hate about email marketing? Tell us!

For the past six years, Econsultancy and Adestra have been asking marketers on both the client and agency side for their opinion on what is happening within email marketing.

This year we are doing the same again, launching our seventh survey to take the pulse of email marketing and to see what those at the coalface are doing to get the best results of their efforts.

Those taking part in the Email Marketing Industry Census will get a free copy of the report, worth £250/$400.


Five reasons why the UK leads the world for ecommerce

In our new Ecommerce Platforms Buyer’s Guide, one of the highlighted trends was the continued growth of the ecommerce market in the United Kingdom.

This has been the driving factor for increased spend on the technology and services that facilitate online and multichannel commerce.

Figures from the IMRG CapGemini e-Retail Sales Index, summarised in a report published by Ofcom last week, show that the UK leads the world for online consumer spending per person.


14 insightful adjectives that define great content marketing

Content marketing adjectivesFor our Content Marketing Survey Report, published in association with Outbrain, we asked over 1,300 members of the Econsultancy community for their views on content marketing.

While the dozens of charts and in-depth analysis provide an excellent foundation for understanding the state of content marketing, the real value came across in some of the qualitative responses provided.

One of the open-ended questions we asked was, “What single adjective or phrase would you use to describe the type of content which is most effective for marketing?

Some of the most entertaining responses are provided below.


Five content marketing lessons from the Red Bull Stratos jump

Sunday saw Felix Baumgartner pass the speed of sound as he broke a 52-year-old record for the highest recorded parachute jump.

While the act in itself was highly impressive, of interest to marketers was the way Red Bull achieved major exposure for its brand through this feat, making the headlines internationally and having eight million people watch the jump live. 

The jump was not simply good PR, but something more. It was great content marketing, something that will become increasingly important, according to the recent Econsultancy/Outbrain Content Marketing Survey Report.

Here are some lessons we can take away from the jump.


What are the most important challenges facing paid search?

Earlier this year, Econsultancy launched the latest edition of the Paid Search Agencies Buyer’s Guide.

As is the case for most buyer’s guides, we invite experts from top agencies within the field to share their knowledge on what is happening within the industry. 

So much material was contributed for the guide that we couldn’t include all of it. Instead, we are offering some of their insights here on the blog.


What are the important trends in bid management technology?

Following the release of our PPC Bid Management Technologies Buyer’s Guide, we’re continuing to share some of the insights that those working in the field provided us with in the run up to the guide.

Last time we shared 18 key tips for companies considering bid management technology from our contributors. For this post we share answers to the question, “What are the most important trends occurring in the bid management technology market?” 

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What are the biggest opportunities within paid search?

On the research team at Econsultancy, before we put together our guides we often seek the input of professionals working at the sharp end of their field.

This was no different for our Paid Search Agencies Buyer’s Guide, where we asked leading specialists from paid search agencies to contribute some of their thoughts as to what has been happening within the industry. 

As is always the case, we received far more input than we could put in our report, so we would like to share some of it here.

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18 key tips for companies considering bid management technology

In our recently published PPC Bid Management Technology Buyer’s Guide, we set out some of the issues that companies should consider when investing in bid management technology.

To provide the best advice, we approached people working at the coalface of paid search and bid management and offered them the opportunity to share their wisdom.

As usual, we received far more material than we could fit in the guide. Here are some of the expert tips to consider and pitfalls to avoid that will help you get the best possible success out of bid management technology.