Author: Christopher Ratcliff

almost 3 years ago 20 surprising things I snuck on to the Econsultancy blog while no one was looking

It’s good that you’re sat down already, I have some devastating news.

Today is my last day at Econsultancy. I know. Try and keep yourself together.

almost 3 years ago Q&A: Allyson Stewart-Allen on how to succeed in a multichannel environment

Marketing in an increasingly multichannel environment is a complicated task.

Identifying where your customers are at all times, managing spend and strategy, handling device proliferation, marketing across borders… these are all essential factors in the modern landscape, but most important of all is rethinking previous assumptions and developing an entitrely customer-focused business.

almost 3 years ago Four key takeaways from our Cross-Channel Marketing Report 2015

An impressive 73% of our survey respondents say that cross-channel interactions have a major impact on increasing conversions.

This is according to our brand new Cross-Channel Marketing Report 2015 produced in association with Oracle Marketing Cloud.

almost 3 years ago Q&A: HSBC’s Amanda Rendle on using insight to improve the customer experience

HSBC has recently begun shifting its commercial focus back to the customer, returning to its original 150 year old purpose.

almost 3 years ago Resolving the customer identity challenge with first-party data

For years, third-party data has been the mainstay of digital marketing, but today's highest performing companies are increasingly looking internally, to their own first-party data.

It’s essentially a data-driven marketing revolution. Despite a predictable backlash to the overuse of terms like big data, it can’t be underestimated how firmly established the role of data already is in marketing and the benefits that can be derived.

almost 3 years ago Five rewarding performance marketing case studies from brands

The deadline for entering the Masters of Marketing awards is approaching fast (September 23) and therefore I thought I’d take a look at one of the most complex and somewhat overlooked categories: Performance Marketing.

almost 3 years ago Q&A: Crispin Nieboer on William Hill’s data-driven approach to customer experience

A major consideration for any customer-facing business is how to use technology to create meaningful and positive customer experiences.

How can a brand use the data it has captured to help build memorable and personal relationships at every stage of the customer journey? 

almost 3 years ago Three key takeaways from our State of Social Media in South-East Asia report

There are now more than 200m active social media users in South-East Asia, this is equivalent to one in three people using social to various extents. 

The market is ripe with opportunities, offering organisations tremendous potential to deepen relationships with consumers and create positive conversations.

almost 3 years ago Lord Alan Sugar announced as headline speaker at Festival of Marketing

Lord Sugar, everyone’s favourite no-nonsense boss and Twitter heavyweight will open the Headline Stage at this year’s Festival of Marketing.

Taking place on 11-12 November in London, the award-winning event is the place where marketers, brands and agencies meet to celebrate, discover and shape the future of marketing.

almost 3 years ago Q&A: Ritesh Patel on the current transformation in healthcare marketing

Healthcare is undergoing a transformation unlike any it’s seen before. 

Driven by the perfect storm of technology, legislative changes and patient demands, the healthcare ecosystem of tomorrow will be vastly different from the one we know today.

To help understand the role marketing will play in this evolution of healthcare, I talked to Ritesh Patel the Chief Digital Officer of Ogilvy CommonHealth Worldwide.

almost 3 years ago Top 100 UK digital agencies income reaches £1.7bn

According to our Top 100 agencies report, in the past year, the total fee income of the listed agencies has increased 15% from last year’s total of £1.48bn. Since 2014, the average fee income across the 100 has increased by 25%.

This rise is set to continue into 2016, with 77% of agencies saying they were ‘very optimistic’ about the next 12 months.

almost 3 years ago Six brand case studies that proved the value of customer experience

Delivering a brilliant customer experience is all about balancing genuine emotions with the right tools.

It’s not enough to use technology to deliver a personalised experience on a website, brand’s have to create and measure its emotional impact across every channel to help build relationships and stand out from the competition.