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Author: Linus Gregoriadis
Research Director at Econsultancy.
Research Director at digital marketing research and training company Econsultancy, managing a fast-growing team of analysts.
Econsultancy, which has offices in London, New York and Singapore, is a subscriptions-based business offering analysis and insight about marketing and ecommerce to more than 200,000 registered users.
Q&A: Chris O’Hara on the current state of ‘programmatic branding’
Econsultancy has this week published a new report in partnership with Quantcast which shows that companies are increasingly setting aside marketing budget for branding campaigns using programmatic advertising.
Here, the report author Chris O’Hara gives his thoughts on this topic and a flavor of what is covered in the study.
Start Me Up! A profile of in-store customer feedback specialist TRUSTist
TRUSTist is a startup which enables its clients to gather real-time in-store feedback on tablets so they can gauge customer satisfaction while also improving their search visibility.
The company provides a neat solution for multichannel retailers in a world where the voice of the customer is becoming more important than ever.
We caught up with TRUSTist CEO Nigel Apperley to hear more about the proposition.
Why the future of marketing is already here
Our newly published Digital Trends briefing describes 2015 as a year when customer experience really takes hold and asserts its position as the key theme for marketers and digital professionals globally.
Other areas of focus such as ‘mobile’, ‘big data’ and ‘social’ are still widely regarded as exciting opportunities, but they are increasingly seen in a supporting role as part of the overarching mission to become more customer-centric.
Cross-channel marketing 2014: trends & opportunities [infographic]
The newly-published Econsultancy Cross-Channel Marketing Report, produced in partnership with Oracle Marketing Cloud, looks in detail at the extent to which companies are integrating their marketing activities.
The infographic below provides a glimpse of some of the key data points and trends covered in the report which is based on a survey of almost 1,000 marketers.
Among other findings, the research has found that a clearly defined strategy and understanding of the customer journey are the most important factors for enabling effective orchestration of cross-channel marketing.
See below for more juicy stats from the infographic which has been created by Datatrouble.
Are companies burying their heads in the sand about digital?
Our Modern Marketing Manifesto makes the bold declaration that social media are changing business culture with the onus now on marketers to help create businesses that ‘have social in their DNA’.
For many organisations, attitudes within the boardroom towards social are a microcosm for ‘digital’ more broadly. An appetite for embracing social is often indicative of a C-suite understanding that changing consumer behaviour necessitates a focus on digital.
As Econsultancy CEO Ashley Friedlein explains in this post, digital stands for a focus on the customer experience, irrespective of channel, and a move towards a digital culture.
Only a fifth of companies optimising paid for digital media
With so much attention now being given to 'owned' and 'earned' media, it's easy to forget that it is still paid media which command the biggest chunk of marketing budgets and where the stakes are highest.
However, despite the large sums of money being invested, new research by Econsultancy and Adobe shows that few companies are taking an integrated and cross-channel approach to paid-for digital media.
Are you equipped for the relationship marketing age?
Effective cross-channel marketing is a key requirement for companies wishing to build deeper and more conversational relationships with customers.
Our recent trends briefing on this topic explored some of the key issues facing marketers aiming to adopt a more integrated approach to marketing communications.
Also in partnership with Responsys, we have now launched our second annual survey on cross-channel marketing to understand whether companies are stepping up to meet growing customer expectations.
Business intelligence meets web analytics
Econsultancy has today published a new best practice guide aimed at companies wanting to join up online and offline data, bringing together their often separate web analytics and offline business intelligence platforms.
Below, the report's author Julian Brewer answers some questions about the widespread challenges and opportunities that inspired him to write this report.
Q&A: Microsoft UK's Head of Digital on the complexity of running multiple sites
Mark Johnston is responsible for an array of Microsoft UK websites and blogs aimed at both businesses and consumers.
Below, he talks about the complexity of meeting the needs of numerous stakeholders and personas, and how his team has developed a framework of responsive web templates partly as a result of exponential mobile traffic.
What does big data mean for your business?
Econsultancy last week published a Big Data Trends Briefing, in association with TagMan.
The report contains input from CRM strategist and consultant, Andrew Campbell, and Dr Duncan R Shaw, an information systems lecturer based at Nottingham University Business School.
Below, our two independent experts provide answers to some big data questions.
How can companies embed a user experience and testing culture?
Last week saw the launch of the Econsultancy / WhatUsersDo User Experience Survey Report at an event held in London, with a panel of brands including Hobbs, PhotoBox and UBM.
Below, for the benefit of those who couldn't attend the event, the panellists answer some questions about the research and the approach to user experience within their organisations.
Q&A: Sarah Chambers of Radley and Co on conversion rate optimisation
Sarah Chambers is Site Operations & Development Manager at fashion retailer Radley and Co, focused on optimising the website to improve customer experience and conversion rates.
Her role involves overseeing a data-driven approach to website optimisation that combines analytics, usability, design and testing. We asked her a number of questions about her approach, and the company's work with RedEye to improve conversion rates.