tag:econsultancy.com,2008:/reports Research from Econsultancy 2017-02-16T01:00:00+00:00 tag:econsultancy.com,2008:Report/4413 2017-02-16T01:00:00+00:00 2017-02-16T01:00:00+00:00 Understanding the Customer Journey in Asia Pacific <p>Businesses across the world are on an agressive path towards making their businesses more customer-centric through better understanding of the customer journey, and making the overall customer experience as postitive as possible.</p> <p>Having the ability to build a joined-up view of all customer interactions and experiences, across every channel and touchpoint, is still held by many as the silver bullet of marketing success.</p> <p>The<strong> Understanding the Customer Journey in Asia Pacific</strong> report, produced in association with <a title="Emarsys" href="https://www.emarsys.com/">Emarsys</a>, explores what APAC companies are doing to map journeys and improve the overall customer experience across an array of different touchpoints.</p> <p>The research is based on a survey of almost 1,000 digital marketers and ecommerce professionals in Asia Pacific, carried out between August and October 2016.</p> <h2>Key findings from the report </h2> <ul> <li>Desktop is regarded as the most important channel for understanding the customer journey but mobile comes out on top as combined first and second choice for three-quarters of respondents.</li> <li>Companies say they lack the systems (79%), data (74%) and analysis skills (68%) to effectively map the mobile customer journey.</li> <li>Two-thirds of companies rely on email data to inform their understanding of the customer journey.</li> </ul> tag:econsultancy.com,2008:Report/4402 2017-02-08T16:00:00+00:00 2017-02-08T16:00:00+00:00 Customer Experience Maturity in India <p>The<strong> Customer Experience Maturity in India</strong> report, published in association with <a title="Epsilon website" href="https://www.epsilon.com/gb/" target="_self">Epsilon</a>, explores the extent to which marketers in India are focusing on the customer, how well they understand the customer journey, how customer experience (CX) budget is allocated, how return on investment is measured and what the future of customer experience initiatives looks like.</p> <h3>What you'll learn</h3> <ul> <li>Find out more about the level of customer experience maturity at which marketers in India stand.</li> <li>Benchmark your CX capabilities against those of marketers in India and discover if you are well equipped to deliver great customer experiences.</li> <li>Gain an understanding of the most common barriers to understanding the customer journey and providing a positive CX.</li> </ul> <h3>Key findings from the report</h3> <ul> <li>Two in five respondents claim to be at an 'intermediate' stage in terms of their understanding of the customer journey.</li> <li>Just 12% of respondents say that their customer touchpoints are seamlessly integrated, to allow for the exploitation of opportunities.</li> <li>Three in five of those surveyed do not have a budget specifically allocated for understanding the customer journey.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4395 2017-02-06T10:00:00+00:00 2017-02-06T10:00:00+00:00 Healthcare and Pharmaceuticals Internet Statistics Compendium <p>Econsultancy's <strong>Healthcare and Pharmaceuticals Internet Statistics Compendium</strong> is a comprehensive collection of the most recent healthcare and pharma statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>The report will be <strong>updated twice a year</strong>.</p> <p>Like our main <a title="Internet Statistics Compendium" href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a>, this report has been collated from information available to the public, which we have aggregated together in one place to help you quickly find the healthcare and pharma internet statistics you need.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p>Areas covered in this report include:</p> <ul> <li>Digital healthcare market trends</li> <li>Consumer internet and mobile usage</li> <li>Digital health investment / funding</li> <li>Digital strategy</li> <li>Internet of Things (IoT) and wearables</li> <li>Online pharmacies</li> </ul> <p><strong>A free sample document is available for download.</strong></p> tag:econsultancy.com,2008:Report/4388 2017-02-02T14:00:00+00:00 2017-02-02T14:00:00+00:00 Digital Intelligence Briefing: 2017 Digital Trends <p>The <strong>2017 Digital Trends</strong> report, based on the seventh annual trends survey conducted by Econsultancy and <strong><a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a></strong>, highlights the key digital trends, challenges and opportunities which marketers need to be aware of during 2017, covering topics ranging from customer experience and mobile to data-driven marketing and personalisation.</p> <p>The 2017 edition of this research also investigates how committed organisations are to digital transformation, which is intrinsically linked to creating a great customer experience.</p> <p>The report is based on a global survey of more than 14,000 marketers and ecommerce professionals carried out at the end of 2016.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>The hard realities of digital transformation</li> <li>Looking back on 2016</li> <li>Priorities and budget plans for 2017</li> <li>Keeping up with customer expectations</li> <li>Building a digital culture</li> <li>Design-driven transformation</li> <li>Looking forward to the future</li> <li>Fit for the future: three key areas marketers should focus on</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Over one fifth (22%) of client-side respondents ranked<strong> 'optimising the customer experience' </strong>as the single most exciting opportunity for the year ahead, slightly ahead of other areas such as 'creating compelling content for digital experiences' (16%) and 'data-driven marketing' (12%).</li> <li>The <strong>priorities</strong> that sit atop marketers’ lists are content marketing (29%), social media engagement (28%) and targeting and personalisation (25%).</li> <li> <strong>Design </strong>is considered the next level on the path to digital transformation, with 86% of survey respondents agreeing that design-driven companies outperform other businesses.</li> <li>While over four-fifths (82%) of survey respondents believe that <strong>creativity</strong> is highly valued within their organisations and around three-quarters (77%) are investing in design to differentiate their brand, just over two-fifths (44%) don’t think that they have the processes and collaborative workflows to achieve a design advantage.</li> <li>A key part of delivering differentiated customer experiences in the future will involve looking beyond mobile and focusing on <strong>the Internet of Things (IoT), augmented reality (AR) and virtual reality (VR)</strong>, channels which are regarded by survey respondents as exciting prospects over the coming years.</li> </ul> <p><strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:Report/4381 2017-01-23T12:05:31+00:00 2017-01-23T12:05:31+00:00 SEO Best Practice: International SEO <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section, we look at some of the most important areas you will need to consider when conducting online promotion of your website in other markets; including considerations for setting up your website and devising and running an international SEO campaign. We also discuss some of the different tactics that search engines, other than Google, respond to so that you can have a successful launch in a new market.</p> tag:econsultancy.com,2008:Report/4380 2017-01-23T12:05:29+00:00 2017-01-23T12:05:29+00:00 SEO Best Practice: Social and Online PR - The Influence on Search <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section, we explore the ways in which SEO practitioners have had to significantly change how they work and now use tactics which might previously have fallen outside their remit. We also consider how the objectives of a social or online PR campaign might differ if the primary outcome is SEO success as well as the practicalities of cross-discipline working.</p> tag:econsultancy.com,2008:Report/4379 2017-01-23T12:05:28+00:00 2017-01-23T12:05:28+00:00 SEO Best Practice: Link Strategy and Tactics <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> tag:econsultancy.com,2008:Report/4378 2017-01-23T12:05:26+00:00 2017-01-23T12:05:26+00:00 SEO Best Practice: Landing Page Optimization <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section, we outline the<strong> importance of landing pages for SEO</strong> and how to utilize conversion optimization techniques to facilitate excellent user journeys and make sure that your business objectives on the site are met.</p> tag:econsultancy.com,2008:Report/4377 2017-01-23T12:05:25+00:00 2017-01-23T12:05:25+00:00 SEO Best Practice: On-Page Optimization <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> tag:econsultancy.com,2008:Report/4376 2017-01-23T12:05:23+00:00 2017-01-23T12:05:23+00:00 SEO Best Practice: Technical SEO <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section we look at the <strong>technical considerations for SEO</strong>, understanding how technical decisions can impact a website’s compatibility with search engine guidelines and affect a site’s ability to be indexed and ranked for relevant keyword searches.</p> tag:econsultancy.com,2008:Report/4375 2017-01-23T12:05:22+00:00 2017-01-23T12:05:22+00:00 SEO Best Practice: Audience Analysis and Keyphrase Selection <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> tag:econsultancy.com,2008:Report/4374 2017-01-23T12:05:20+00:00 2017-01-23T12:05:20+00:00 SEO Best Practice: Measurement and Reporting for SEO <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>This section talks you through <strong>measuring and reporting</strong> because without measurement, how will you know which of your marketing efforts are working and where to put your budget?</p> tag:econsultancy.com,2008:Report/4373 2017-01-23T12:05:19+00:00 2017-01-23T12:05:19+00:00 SEO Best Practice: Benchmarking and Auditing <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section we examine <strong>aspects of the benchmarking and auditing process that you should undertake as part of your SEO planning and strategy</strong>.</p> tag:econsultancy.com,2008:Report/4372 2017-01-23T12:05:17+00:00 2017-01-23T12:05:17+00:00 SEO Best Practice: Changes in SEO Since the Last Report <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>SEO is known for its rate of change. The search landscape is constantly evolving. This section details some of the <strong>main changes between 2014 (the year when the last Econsultancy SEO Best Practice Guide was published) and 2016</strong>. This section focuses primarily on Google as it accounts for most search engine activity in English-speaking and European markets.</p> <p>Updates detailed in this section include:</p> <ul> <li>Algorithm updates – changes that cause significant impacts on the ranking factors behind search positions.</li> <li>Interface updates – changes to the SERP that can impact SEO results.</li> <li>Changes within the industry – how shifting approaches also contribute to overall change.</li> </ul> <p>Despite changes to the world of SEO, it is worth noting that the core principles of ethical and modern SEO remain the same. To do better in search, marketers are recommended to focus on providing interesting, relevant and useful content.</p> tag:econsultancy.com,2008:Report/4371 2017-01-23T12:05:16+00:00 2017-01-23T12:05:16+00:00 SEO Best Practice: Guidelines and Compliance <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> tag:econsultancy.com,2008:Report/4370 2017-01-23T12:05:14+00:00 2017-01-23T12:05:14+00:00 SEO Best Practice: The Fundamentals of Search Engine Optimization <p>This report is part of Econsultancy's renowned <a href="http://econsultancy.com/reports/seo-best-practice-guide"><strong>SEO Best Practice Guide</strong></a> and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The <strong>SEO Best Practice Guide</strong> is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>In this section we introduce you to some of the <strong>key concepts and terminology of SEO</strong>. If you are a beginner to SEO then it is recommended that you read this section before going further into this guide. If you have experience of SEO then you might like to refresh your knowledge.</p> tag:econsultancy.com,2008:Report/4369 2017-01-23T12:05:00+00:00 2017-01-23T12:05:00+00:00 Search Engine Optimization (SEO) Best Practice Guide <p>Econsultancy's <strong>SEO Best Practice Guide</strong> contains everything you need to know about search engine optimization, whether you work for an in-house client-side team, independently or for an agency.</p> <p>Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.</p> <p>The SEO Best Practice Guide is invaluable for anybody working in digital marketing, looking to appoint an SEO agency or simply trying to secure better search engine rankings.</p> <p>It has been created with the help of globally-esteemed SEO practitioners, in order to provide front-line insight and give you the edge in your natural search marketing strategy.</p> <p>The guide will help both beginners and experts to plan, create, launch and optimize organic search campaigns and maximize their return on investment.</p> <h2>Topics covered</h2> <p><strong>Inside the guide, you will find: </strong></p> <ul> <li>Best practice success factors</li> <li>Key recommendations</li> <li>SEO tips for success</li> </ul> <p><strong>These sit across 12 main areas:</strong></p> <ul> <li><a title="SEO Best Practice: The Fundamentals of Search Engine Optimization" href="https://econsultancy.com/reports/seo-best-practice-the-fundamentals-of-search-engine-optimization/">The Fundamentals of Search Engine Optimization</a></li> <li><a title="SEO Best Practice: Guidelines and Compliance" href="https://econsultancy.com/reports/seo-best-practice-guidelines-and-compliance/">Guidelines and Compliance</a></li> <li><a title="SEO Best Practice: Changes in SEO Since the Last Report" href="https://econsultancy.com/reports/seo-best-practice-changes-in-seo-since-the-last-report/">Changes in SEO Since the Last Report</a></li> <li><a title="SEO Best Practice: Benchmarking and Auditing" href="https://econsultancy.com/reports/seo-best-practice-benchmarking-and-auditing/">Benchmarking and Auditing</a></li> <li><a title="SEO Best Practice: Measurement and Reporting for SEO" href="https://econsultancy.com/reports/seo-best-practice-measurement-and-reporting-for-seo-2016/">Measurement and Reporting for SEO</a></li> <li><a title="SEO Best Practice: Audience Analysis and Keyphrase Selection" href="https://econsultancy.com/reports/seo-best-practice-audience-analysis-and-keyphrase-selection/">Audience Analysis and Keyphrase Selection</a></li> <li><a title="SEO Best Practice: Technical SEO" href="https://econsultancy.com/reports/seo-best-practice-technical-seo/">Technical SEO</a></li> <li><a title="SEO Best Practice: On-Page Optimization" href="https://econsultancy.com/reports/seo-best-practice-on-page-optimization-2016/">On-Page Optimization</a></li> <li><a title="SEO Best Practice: Landing Page Optimization" href="https://econsultancy.com/reports/seo-best-practice-landing-page-optimization/">Landing Page Optimization</a></li> <li><a title="SEO Best Practice: Link Strategy and Tactics" href="https://econsultancy.com/reports/seo-best-practice-link-strategy-and-tactics/">Link Strategy and Tactics</a></li> <li><a title="SEO Best Practice: Social and Online PR - The Influence on Search" href="https://econsultancy.com/reports/seo-best-practice-social-and-online-pr-the-influence-on-search/">Social and Online PR: The Influence on Search</a></li> <li><a title="SEO Best Practice: International SEO" href="https://econsultancy.com/reports/seo-best-practice-international-seo/">International SEO</a></li> </ul> <p>The guide is also available as individual reports covering each of the above separate areas of search engine optimization, enabling you to quickly access the information you need to start improving your marketing efforts.</p> <h2>Contributing authors</h2> <p>This guide has been put together and updatedwith the assistance of leading agencies and practitioners working at the coal face of search engine optimization. They have kindly contributed their time and effort in producing this guide.</p> <p>Contributors to the report include:  </p> <ul> <li>Will Critchlow, Founder and CEO, Distilled</li> <li>Joe Friedlein, Founding Director, Browser Media</li> <li>Andrew Girdwood, Head of Media Technology, Cello Signal</li> <li>James Gurd, Owner and Lead Consultant, Digital Juggler</li> <li>Emily Mace, Head of SEO, Oban International</li> <li>Lisa Myers, CEO and Owner, Verve Search (with contributions from Sohai Siddique, SEO Consultant and Suhail Abood, Web Developer)</li> <li>Kelvin Newman, Strategy Director, Site Visibility</li> <li>Jeremy Spiller, Founder and MD, Fitz Digital</li> <li>Chris Evans, Director, Semetrical</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:Report/3008 2017-01-20T17:00:00+00:00 2017-01-20T17:00:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for sector-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a> and <a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a> reports.</strong></p> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:Report/1980 2017-01-01T00:00:00+00:00 2017-01-01T00:00:00+00:00 Digital Intelligence Briefings Econsultancy <h3>Download the latest Digital Intelligence Briefing (2017 Digital Trends) <a title="Digital Intelligence Briefing: 2017 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends/">here</a>.</h3> <p>Econsultancy's <strong>Digital Intelligence Briefings </strong>look at some of the most important trends affecting the marketing landscape.</p> <p>Marketers around the world are surveyed on a regular basis to give an accurate bellwether of trends that matter to marketers. Each year kicks off with a broader view on where marketers are focusing their attention. For the rest of the year, Econsultancy’s Research Team dig into some of the key trends to add depth and insight.</p> <p>These reports will benefit senior marketers with budget and planning responsibility who wish to benchmark themselves against their industry peers. They provide many stats and data points to assist with business cases, presentations and client pitches.</p> <p>The Digital Intelligence Briefings are sponsored by <a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a>.</p> <p><strong>2017</strong></p> <ul> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends/">2017 Digital Trends</a></li> </ul> <p><strong>2016</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">2016 Digital Trends</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Pursuit of Data-Driven Maturity" href="https://www.econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-pursuit-of-data-driven-maturity/">The Pursuit of Data-Driven Maturity</a></li> <li><a title="Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity" href="https://econsultancy.com/reports/digital-intelligence-briefing-taking-advantage-of-the-mobile-opportunity/">Taking Advantage of the Mobile Opportunity</a></li> <li><a title="Digital Intelligence Briefing: Succeeding in the Omnichannel Age" href="https://econsultancy.com/reports/digital-intelligence-briefing-succeeding-in-the-omnichannel-age/">Succeeding in the Omnichannel Age</a></li> </ul> <p><strong>2015</strong></p> <ul> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2015-digital-trends/">2015 Digital Trends</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Quest for Mobile Excellence" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-quest-for-mobile-excellence">The Quest for Mobile Excellence</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">The Multichannel Reality</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-cx-challenge/">The CX Challenge</a></li> </ul> <p><strong>2014</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2014 Digital Trends" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends">Digital Trends for 2014</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Finding the Path to Mobile Maturity" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-finding-the-path-to-mobile-maturity">Finding the Path to Mobile Maturity</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Delivering Digital Experiences" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-delivering-digital-experiences">Delivering Digital Experiences</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-why-marketing-should-be-personal/">Why Marketing Should Be Personal</a></li> </ul> <p><strong>2013</strong></p> <ul> <li> <a title="Quarterly Digital Intelligence Briefing: Digital Trends for 2013" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013">Digital Trends for 2013</a> </li> <li> <a title="Quarterly Digital Intelligence Briefing: From Content Management to Customer Experience Management" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-from-content-management-to-customer-experience-management">From Content Management to Customer Experience Management</a> </li> <li><a title="Quarterly Digital Intelligence Briefing: Optimising Paid Media" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-optimising-paid-media">Optimising Paid Media</a></li> <li><a title="Channels in Concert: Trends in Integrated Marketing" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing">Trends in Integrated Marketing</a></li> </ul> <p><strong>2012</strong></p> <ul> <li><a title="Digital Trends for 2012" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2012/">Digital Trends for 2012</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Personalisation, Trust and Return on Investment" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-personalisation-trust-and-roi">Personalisation, Trust and Return on Investment</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-managing-and-measuring-social">Managing and Measuring Social</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Making Sense of Marketing Attribution" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-making-sense-of-marketing-attribution">Making Sense of Marketing Attribution</a></li> </ul> <p><strong>2011</strong></p> <ul> <li><a title="Digital Trends for 2011" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q2-2011">Digital Trends for 2011</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q3-2011">Impact of Marketing Technology on Business</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Social Data" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-social-data">Social Data</a></li> </ul> <p><em>All reports are free to download as part of an Econsultancy subscription.</em></p> <h3><strong>More trends analysis from Econsultancy</strong></h3> <p>Enterprise subscribers also have access to <a title="Econsultancy Digital Shift" href="https://econsultancy.com/reports/digital-shift">Digital Shift</a>, a quarterly service which curates and interprets the most important developments, trends and innovation. Our aim? To make it simple for you to keep track of the key developments in digital technology and marketing. </p> <h4>Find out more about Econsultancy subscriptions</h4> <p>Email us on <a href="mailto:subscriptions@econsultancy.com">subscriptions@econsultancy.com</a>.</p> <p>Or call your local team:</p> <ul> <li>EMEA: Paul Simmons, +44 (0)20 3199 7118</li> <li>Americas: Alex Nodell, +1 212 971 0631</li> <li>APAC: Jefrey Gomez, +65 6653 1911</li> </ul> tag:econsultancy.com,2008:Report/4358 2016-12-15T13:00:00+00:00 2016-12-15T13:00:00+00:00 Social Quarterly: Q4 2016 <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>This time, the <strong>fourth edition of the Social Quarterly </strong>looks at updates to Instagram Stories, Facebook's inflated metrics and a new milestone for Pinterest, along with other rumours, new features and platform developments.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:econsultancy.com,2008:Report/4351 2016-12-08T15:40:00+00:00 2016-12-08T15:40:00+00:00 The New Marketing Reality <p>There can be no doubt that marketers are keen to embrace new platforms and technologies to help them drive growth. Sadly, it would appear that there is still a <strong>gap between those goals and the methods they have at their disposal to achieve them</strong>.</p> <p>The challenge is that while new technologies and the data that underpins them have the potential to create a truly omnichannel customer experience, marketers' methodologies are still forcing everything through the same <strong>outdated, siloed processes</strong>.</p> <p><strong>The traditional funnel no longer works.</strong> It assumes audiences are linear and predictable in their behaviour. At the same time, it doesn't take into account the fact that people will act the way they want to act, rather than sticking to a sequence designed by marketers.</p> <p>To help marketers break free from these processes that are stopping them from capitalising on the opportunities that more agile, disruptive companies are enjoying, this report identifies some <strong>key areas ripe for change</strong>.</p> <p><strong>The New Marketing Reality</strong> report, produced in association with <a title="IBM Watson Marketing" href="https://www.ibm.com/watson/marketing/">IBM Watson Marketing</a>, explores the challenges that marketers face in the three key battlefields of data, customer experience and business outcomes.</p> <p>The research is based on a survey of <strong>more than 1,000 marketing, digital and ecommerce professionals</strong>.</p> <p>Findings include:</p> <ul> <li> <strong>Audience segmentation</strong> is the topmost priority, with 72% of executives stating that they are using their data to support this activity. It is viewed as a standard tactic by even the most laggard of companies. The next most popular data-related activity is <strong>customer journey mapping</strong>, with 67% practising it.</li> <li>The vast majority (80%) of those who rate their ability to understand the customer journey across channels and devices as 'advanced' or 'intermediate' find customer journey mapping or analysis 'highly valuable' and the remaining 20% claim it is 'quite valuable'.</li> <li>Most respondents are still <strong>finding it hard to move out of the channel-focused mindset</strong>, hampered by both technology and organisational structure.</li> <li>Considering that 83% of more advanced companies claim to practise customer journey mapping, we might expect less channel focus but 59% still have <strong>difficulty unifying their data sources</strong> and a further 61% are struggling with the <strong>complexity of their customer touchpoints</strong>.</li> <li>From a business buy-in and organisational perspective, there is still some work to do. The customer journey is still to see the sort of formalised approach that data strategies are only now beginning to enjoy.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4316 2016-11-30T12:05:00+00:00 2016-11-30T12:05:00+00:00 User Experience and Interaction Design for Mobile and Web #<Author:0x007f1470d66a60> Steffan Aquarone <p>This guide to <strong>mobile and web user experience (UX) best practice</strong> aims to cover all the key aspects of product design for desktop and mobile, and equip you with the tools and techniques that will work for your project to help you achieve clear, measurable business objectives.</p> <p>It is aimed at a wide range of readers:</p> <ul> <li>Newcomers to the topic, for whom we have tried to uphold the principles of good design ourselves by ensuring that everything in this guide is easy to understand, even with little prior knowledge.</li> <li>People who have come across, or worked with, some of the principles of interaction design, for whom we hope there will be plenty to digest and think about, especially the evolving way that user experience principles are spreading throughout modern business. It could even be argued that they’re becoming part of the essential foundations of successful organisations.</li> <li>Experts who want to update their knowledge and set their perspectives in context with other leaders.</li> </ul> <p>The report contains some useful <strong>reflections on the state of UX as a discipline</strong>, including an overview of how organisations that are getting it right are organising their teams to build products that people like to use.</p> <p>It’s also full of <strong>contributions from some of the top experts in usability and interaction design</strong> to help you anticipate what will be relevant to your organisation in the future.</p> <p>Econsultancy would like to thank the following people for their contributions to this report:</p> <ul> <li>Jane Austin, Director of Design and User Experience, Moo.com</li> <li>Hugo Cornejo, Head of Design, Monzo</li> <li>Jonathon Moore, Chief Product Officer, Trainline</li> <li>Kate Shaw, Freelance UX Consultant</li> <li>Tom Wood, Founder and Managing Partner, Foolproof</li> </ul> tag:econsultancy.com,2008:Report/4299 2016-11-16T11:15:00+00:00 2016-11-16T11:15:00+00:00 Digital Agency Rate Card Survey 2016 <p>The <strong>Digital Agency Rate Card Survey</strong> is based on a survey of nearly <strong>400 UK digital agencies</strong>, carried out in September and October 2016.</p> <p>The objective of this research, carried out in association with <a title="Marketing Week" href="https://www.marketingweek.com/">Marketing Week</a> and <a title="Design Week" href="https://www.designweek.co.uk/">Design Week</a>, is to show what UK digital agencies charge for different types of skills and levels of seniority, and to understand how and why rates may vary, for example by size of company and region.</p> <p>The report will help you <strong>benchmark day rates for more than 50 individual job roles</strong>, including positions such as creative director, digital content strategist and social media consultant. We are confident that this report provides practical value both for those working client-side who want to understand what the going rate is for different services, and also for agencies who want to benchmark their own fees.</p> <p>The report also contains sections on <strong>business confidence</strong> and<strong> projected turnover increases</strong> which have once again enabled us to provide top-line data about the health of the industry.</p> <p>The Digital Agency Rate Card Survey includes overall averages for the following types of agency job role, with <strong>further breakdowns of the day rate average by size of agency and region:</strong></p> <ul> <li>Director / Partner</li> <li>Commercial / Strategic</li> <li>Project / Account Management</li> <li>Creative</li> <li>Content, Usability and Accessibility</li> <li>Technical</li> <li>Media Planning and Buying</li> <li>Online Marketing, eCRM and Market Research</li> <li>Search Engine Marketing</li> <li>Social Media</li> <li>Affiliate Marketing, Email Marketing and Web Analytics</li> <li>Testing / Quality Assurance and Training</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:Report/4287 2016-10-27T16:33:00+01:00 2016-10-27T16:33:00+01:00 B2B Digital Trends 2016 - 2017 <p>In the tradition of our last four annual reports on the digital landscape in B2B, the <strong>B2B Digital Trends 2016-2017</strong> report notes the continued importance of content marketing, along with the growing role of customer experience (CX) in the B2B space.</p> <p>As stated, B2B continues to lag behind B2C. Naturally, talented B2B marketers are looking to their B2C counterparts to inform the next move; inside is a description of these priorities, along with an overview of what has changed marketing-side in the time elapsed since last year's survey. Find out where B2C's priorities are, so that B2B might catch up and eventually, overtake.</p> <p>Further explore Econsultancy's B2B/B2C comparisons in personalization and customer experience, along with B2B's current and most pressing obstacles to customer centricity. </p> <p>As marketers in a highly disruptive age, it's no longer enough to anticipate the next step; take advantage of the insight provided by more than 1,000 professional respondents in the fast-changing world of digital B2B.</p> tag:econsultancy.com,2008:Report/934 2016-10-27T10:15:00+01:00 2016-10-27T10:15:00+01:00 Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files</strong></p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, <a title="Digital Juggler" href="http://digitaljuggler.com/">Digital Juggler</a> </li> <li>Ben Matthews, Director, <a title="Montfort" href="http://montfort.io/">Montfort</a> </li> <li>Ger Ashby, Head of Creative Services, <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a> </li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> <li><a href="https://www.searchlaboratory.com/">Search Laboratory</a></li> </ul> <p><strong>Files available:</strong> 10 file bundles, 50+ individual template files<br></p> <p><strong>File titles:</strong> See sample document for full breakdown of section and file information.</p> <h3>About these files</h3> <p>Need help with an area of digital marketing and don't know where to start? This pack of downloadable files contains best practice templates that you can use in your digital marketing activities. Feel free to adapt them to suit your needs.</p> <p><iframe src="https://www.youtube.com/embed/jxKmQGxspc8?wmode=transparent" width="560" height="315"></iframe></p> <h3>Contents</h3> <p>In this release we have 10 template bundles containing over 50 individual template files for digital marketing projects.</p> <p><strong>Download separate file bundles below:</strong></p> <ul> <li>Affiliate Marketing</li> <li>Content Marketing</li> <li>Display Advertising </li> <li>Ecommerce Projects</li> <li>Email Marketing</li> <li>Search Engine Marketing: PPC</li> <li>Search Engine Marketing: SEO</li> <li>Social Media and Online PR</li> <li>Usability and User Experience</li> <li>Web Analytics</li> </ul> <p><strong>The template files bundle also includes a <a href="https://econsultancy.com/reports/small-business-online-resource-manager/">Small Business Online Resource Manager</a> that </strong><strong>can help you effectively manage and own your online assets.</strong></p> <p><strong>There's a free guide which you can download to find out more about exactly what is included.</strong></p> tag:econsultancy.com,2008:Report/4278 2016-10-20T10:00:00+01:00 2016-10-20T10:00:00+01:00 The Fundamentals of Email Marketing #<Author:0x007f14711d24c8> <p>No tool in your marketing toolbox is as valuable and necessary to you as your<strong> email marketing</strong> programme:</p> <ul> <li>Email <strong>generates a generous return on investment</strong>, higher than any other digital marketing channel, including search and social media.</li> <li>Email <strong>extends the reach and power of every other marketing channel you use</strong>, whether it’s digital, mobile, print, broadcast or out-of-home.</li> <li>Holistic email marketing <strong>improves the customer experience</strong>.</li> <li>Email messages can <strong>align with all of the touchpoints on the customer journey</strong>, from browsing to buying and on to loyalty.</li> <li> <strong>Continuous platform development</strong> makes innovations possible.</li> </ul> <p><strong>The Fundamentals of Email Marketing</strong> report will help marketers understand, implement and execute email strategies to maximise return on investment in this channel.</p> <h2>What the report includes</h2> <p>The report includes <strong>initiatives, strategies and tactics that are not part of the conventional wisdom surrounding 'best practices'</strong>.</p> <p>All the initiatives, strategies and tactics recommended in this report assist both the marketer and the consumer. We’ve created this guide so you can use it to <strong>either review your existing email strategy or to help create a comprehensive email marketing strategy from scratch</strong>.</p> <p>We've also included <strong>a multitude of practical tips</strong> you can apply to individual campaigns to help maximise results.</p> <p><strong>A word of advice</strong> before reading – always question a tip and test it, even the ones we advocate here. Don’t accept on faith that something is the best route to take.</p> <p>However, whether you are a time-pressed newcomer to email or a grizzled veteran looking to elevate your programme, this guide and its recommendations are a good place to start.</p> <h2>How the report is structured</h2> <p>We've written this as eight standalone sections covering the essential areas of email marketing:</p> <ul> <li>Objectives and strategy</li> <li>Growing your database</li> <li>Using your email for targeting</li> <li>Designing for email</li> <li>Copywriting for email</li> <li>Testing and optimisation</li> <li>Reporting success using metrics that matter most</li> <li>Deliverability optimisation</li> </ul> <p>So you have a choice: you can sit back and read this guide from beginning to end like a book or you can jump to the section that has the most relevance to your current needs and explore it and delve into the others as and when needed.</p> <h2>Author and contributors</h2> <p>This guide has been put together by <strong>Kath Pay</strong>, who lives and breathes email marketing, with the aid of several experts who have kindly contributed their time and effort in producing this guide.</p> <p>Contributors to the report include:</p> <ul> <li>Skip Fidura, Client Services Director, dotMailer</li> <li>Guy Hanson, Senior Director of Professional Services, Return Path</li> <li>Steve Henderson, Compliance Officer, Communicator</li> <li>Loren McDonald, Marketing Evangelist, IBM Marketing Cloud</li> <li>Dela Quist, CEO, Alchemy Worx</li> <li>Jordie van Rijn, Email Marketing Consultant, eMailMonday</li> <li>Karen Talavera, President, Synchronicity Marketing</li> <li>Catherine Toole, Founder and non-executive Director, Sticky Content Ltd</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:Report/4274 2016-10-18T09:30:00+01:00 2016-10-18T09:30:00+01:00 Social Quarterly: Q3 2016 <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>This time, the <strong>third edition of the Social Quarterly</strong> looks at Instagram Stories, Snapchat Memories, Facebook's move toward 'darker' social and the continuing rise of the chatbot, along with other rumours, new features and platform developments.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:econsultancy.com,2008:Report/4273 2016-10-17T03:00:00+01:00 2016-10-17T03:00:00+01:00 Social Media Strategy Asia Pacific Best Practice Guide <p>One of the most popular areas of digital is social media. The vast majority of internet users have at least one social media account and the main social platforms boast hundreds of millions of daily users.</p> <p>Over the last few years, though, social media has also started to have a strong influence on organisations. Social media has changed how people work, how they communicate and the relationship that they have with their customers.</p> <p>Adding to this, social media is evolving at a blistering pace. New considerations for social media strategists include: paid ad formats, new visual and video formats, buy buttons, private messaging, social servicing, the quantified self and the Internet of Things.</p> <p>Because social media touches so many areas of an organisation, however, getting it 'right' in spite of all these changes has never been more important.</p> <p>This report follows on from Econsultancy's <strong>Social Media Strategy Best Practice Guide</strong>, published in June 2016, and has been updated with information for marketers who are either based in Asia Pacific (APAC) or responsible for marketing in the region. </p> <p>APAC consists of a wide variety of countries, including such diverse markets as Japan, China, India, Australia and other Southeast Asian countries. The reason for a special report on the region is that, taken as a whole, APAC accounts for more than half of all social media users worldwide and has many of the world's fastest growing economies. Its size and potential for growth has made APAC a very attractive target for brands over the past decade.</p> <h2>This report will enable you to:</h2> <ul> <li>Establish a framework for social media strategy</li> <li>Rethink how brands are managed</li> <li>Review company structure</li> <li>Carefully plan social media strategy</li> <li>Execute within regional constraints</li> <li>Provide measurement</li> </ul> tag:econsultancy.com,2008:Report/4272 2016-10-11T16:30:00+01:00 2016-10-11T16:30:00+01:00 The Voice of the Influencer <p>The definition of the term 'influencer' has become so broad in 2016 that critically, it's naive of brands to be considering a one-size-fits-all approach.</p> <p><strong>The Voice of the Influencer</strong> report, produced in association with <a title="Fashion and Beauty Monitor" href="http://www.fashionmonitor.com/">Fashion and Beauty Monitor</a>, considers the characteristics and motivations of influencers, assessing trends they're observing through their brand collaborations, gaining detailed insight into what matters most and how they like to work.</p> <p>The highly targeted influencer base surveyed for the report has been further broken down into four distinct profiles, to build a bespoke picture of what each influencer group expects and needs from their brand collaborations. </p> <p>We've also included a separate infographic, designed to give you an at-a-glance view of the key findings of the report.</p> <h2>Download the report to discover:</h2> <ul> <li>The many faces of an influencer </li> <li>The platforms influencers prefer to be on</li> <li>What generates the most ROI for brands</li> <li>How influencers measure success</li> <li>What they collaborate with fashion and beauty brands most often for</li> <li>How influencers identify brands they want to work with </li> <li>The most effective channels for brands to engage influencers</li> <li>What influencers look for in brands </li> <li>A breakdown of average sponsorship rates</li> <li>The biggest challenges influencers face</li> <li>Lessons for marketers</li> <li>What does the future hold for influencer marketing?</li> <li>Exclusive tips, expert advice and case studies from influencers, brands and agencies</li> </ul> tag:econsultancy.com,2008:Report/4269 2016-10-10T10:00:00+01:00 2016-10-10T10:00:00+01:00 Customer Recognition: How Marketing is Failing at its Top Priority #<Author:0x007f1471573f50> <p>The long-held promise of digital is to make mass marketing personal. For years, the technologies of marketing have pushed the industry closer to the goal of one-to-one marketing, but consumer habits have changed even faster. The move to mobile pulled the rug out from under data-reliant marketers just as they were truly beginning to understand how to sell on the desktop.</p> <p>To deliver personalized and valuable services, we have to know the individual. That knowledge doesn't have to come with an SSN, ZIP+4 and credit score, but it does need to distinguish them sufficiently to know that one path is more useful to them than another. Today the industry is grappling with the fundamental questions of how to recognize individuals across devices and understand the complicated set of encounters that make up the customer experience.</p> <p>The <strong>Customer Recognition Report</strong>, produced in association with <a title="Epsilon" href="http://www.epsilon.com">Epsilon</a> and <a title="Conversant" href="http://www.conversantmedia.com/">Conversant</a>, explores where marketing is today in its pursuit of personalized promotion and finds a stark gap between perception and reality.</p> <p>The report is based on a survey of 220 executives with knowledge of their organization's measurement and analytics capabilities. Sixty-three percent of respondent companies reported revenues over $1.5 billion in 2015.</p> <h2>Key topics covered</h2> <ul> <li>Recognition is the foundation for marketing's top priority</li> <li>Belief vs. reality in digital capabilities</li> <li>Why the single customer view eludes marketers</li> <li>Promise vs. reality in data management vendors</li> <li>How to conduct a true capability audit</li> <li>Why it's vital to reduce data friction with customers, and guidelines for doing so</li> <li>How to align the company behind measurement as a strategic resource</li> <li>The internal threat to evolving measurement practices</li> <li>The ongoing discrepancy between media allocation and customer behavior</li> </ul> <p><strong>Download the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4263 2016-10-05T12:00:00+01:00 2016-10-05T12:00:00+01:00 Conversion Rate Optimization Report 2016 <p>This is the eighth annual Econsultancy <strong>Conversion Rate Optimization Report</strong>, in association with <strong><a href="http://www.redeye.com/">RedEye</a></strong>.</p> <p>The research looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for improving conversion rates.</p> <p>As well as touching on the use and impact of personalization, the report explores different areas of best practice and identifies methods and techniques which are most valuable for improving conversion rates.</p> <p>The aim is to provide data and a framework to help companies invest their time and resources as effectively as possible by examining which methods and processes are most likely to yield results.</p> <h2>What you'll learn</h2> <ul> <li>Find out the types of conversions and measurements organizations are using and the best practices that shape them.</li> <li>Discover the most valuable methods used to improve conversion rates and the methods organizations will be using in the future.</li> <li>Understand how companies are using personalization as part of their CRO efforts and the effect this has on conversions.</li> <li>Benchmark your organization's approach to CRO using the Conversion Maturity Model.</li> <li>The six key factors contributing to CRO success.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4244 2016-09-22T10:00:00+01:00 2016-09-22T10:00:00+01:00 Digital Intelligence Briefing: Succeeding in the Omnichannel Age <p>The <strong>Succeeding in the Omnichannel Age</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, looks at the extent to which organisations take an integrated approach to marketing across different channels and use cross-channel campaign management tools.</p> <p>The report is based on a global survey of 2,065 digital marketers and ecommerce professionals carried out in July and August 2016, and follows up on a similar waves of research from <a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">2015</a> and <a title="Channels in Concert: Trends in Integrated Marketing" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing/">2013</a>.</p> <p>The following sections are featured in the report:</p> <ul> <li>Mixed progress on the path to integration</li> <li>Solving the data challenge</li> <li>The omnichannel imperative</li> <li>Behind the mobile curve</li> <li>Operationalising the real-time experience</li> <li>Campaign management tools: the state of play</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>While companies are 29% more likely to take an integrated approach to all their campaigns across all channels compared to last year, the proportion of those saying that none of their marketing campaigns are integrated has more than doubled over the last three years.</li> <li>It’s clear that data deficiencies exist, with only 12% being able to join online and offline data and just a quarter claiming to have a single customer view.</li> <li>More than half of organisations have separate technologies for managing data across channels. These separate technologies are the most significant barrier to integration (51%), followed by the inherently linked problem of disparate data sources (40%).</li> <li>Only 5% of those surveyed say they have a single platform that manages data across multiple channels and these companies are twice as likely to take an integrated approach to all campaigns across all channels as those with separate technologies.</li> <li>Omnichannel marketing is well-supported at a senior level, with only 15% saying that buy-in is a top-three barrier, and 5% ranking it as the biggest obstacle.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <h4> <strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefings">here</a>.</strong> </h4> tag:econsultancy.com,2008:Report/4219 2016-09-21T10:00:00+01:00 2016-09-21T10:00:00+01:00 The State of Marketing Attribution <h2>Overview</h2> <p>As customer journeys become increasingly complex and fast-paced, it’s imperative for marketers to understand the effectiveness of their campaigns and how each channel contributes to the end conversion. </p> <p>This <strong>State of Marketing Attribution</strong> report, produced by Econsultancy in association with <a href="https://www.adroll.com/en-GB/">AdRoll</a>, explores current adoption levels and types of strategies organisations are using. The study evaluates tools and processes employed as well as the potential barriers to effective use of the capability.</p> <p>The report, which is based on a survey of almost 600 in-house and supply-side respondents, discusses how well companies are leveraging their data to attract, convert and grow their customer base.</p> <p>Respondents were based in the UK, France and Germany, and the report compares and contrasts the three countries.</p> <h2>Key topics covered</h2> <ul> <li>The multichannel challenge - despite the increasingly crucial role that attribution plays, organisations carrying out attribution across the majority of their campaigns are still in the minority. Find out the reasons why and tips on how to remedy this.</li> <li>What others are doing with attribution - benchmark your organisations against your peers by finding out which methods and technologies they are using.</li> <li>The skills and training needed for successful attribution.</li> <li>The regional variations between the UK, France and Germany in terms of the state of attribution.</li> </ul> <h2>Key findings</h2> <ul> <li>While four in five organisations carry out marketing attribution, less than a third (31%) do so on the majority of or all their campaigns and analyse results.</li> <li>The issues which restrict marketers’ ability to carry out attribution or implement it properly are mainly around a lack of knowledge (58%), lack of time (44%) and technology limitations (41%).</li> <li>Organisations are lagging behind when it comes to more complex attribution models, with nearly half still using last-click models. More worryingly, a similar proportion use first-click, a less intuitive form of attribution.</li> <li>While algorithmic and custom attribution feature among the most effective models (96% and 89% respectively claim they are ‘very’ or ‘somewhat’ effective), less than a quarter (23%) of responding organisations use these methods.</li> <li>Around half of marketers choose off-the-shelf vendor technology for marketing attribution, while 44% opt for custom-built technology. Over two-fifths (42%) are still resorting to manual attribution with the use of spreadsheet data.</li> <li>When asked about areas with the biggest issues and gaps, creating a culture of measurement and accuracy (59%), campaign tracking/tagging (56%) and data validation/normalisation (56%) were cited as top-three challenges.</li> <li>Nearly 60% of responding organisations don’t action the insights they get from attribution.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4248 2016-09-20T08:53:00+01:00 2016-09-20T08:53:00+01:00 Mobile Marketing Best Practice Guide <p>Smartphones are now the ubiquitous hub of modern life and account for the most time spent online. In a multiscreening world where consumers move between multiple devices to achieve their goals, mobile, in many ways, is the glue that holds other marketing channels together and this is why businesses are increasingly focusing on mobile marketing and making it a priority area. </p> <p>The <strong>Mobile Marketing Best Practice Guide</strong> examines the current mobile environment and provides an overview of the various channels available to mobile marketers. The report outlines the strategic approaches, use cases, considerations and useful guidelines for marketers to consider when devising their mobile strategy and offers best practice recommendations on creating better mobile experiences.</p> <p>In particular, this report will help (and is aimed at):</p> <ul> <li>Specialists in digital marketing teams who are actively involved in improving results from mobile marketing activities.</li> <li>Managers of digital marketing specialists who control digital marketing and want to improve their strategic understanding of mobile marketing.</li> <li>Managers and team members who want to understand the issues involved with successful planning, implementation and integration of mobile marketing activities.</li> <li>Digital marketers in agencies who are looking to increase their skills and gain a comprehensive understanding of mobile marketing.</li> </ul> tag:econsultancy.com,2008:Report/4236 2016-09-15T09:40:00+01:00 2016-09-15T09:40:00+01:00 Customer Experience Trends Briefing: Key takeaways from Digital Cream London 2016 #<Author:0x007f147192b8c8> <h2>Overview</h2> <p>Businesses being able to mix the digital and physical worlds for customers are no longer in the realm of the future, they need to be able to do it now.</p> <p>The reality is, as everyday aspects of consumers' lives continues to be digitised, organisations have no choice but to adapt and execute an appropriate digital experience. </p> <p>Econsultancy's <strong>Customer Experience Trends Briefing</strong>, sponsored by <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a>, focuses on the key themes, opportunities and challenges relating to joining the physical and digital customer experience as highlighted by client-side digital marketers during Digital Cream 2016. Although separated by industry, business model and market size, the delegates were united in embracing the changing nature of the consumer relationship.</p> <p>The report aims to provide a snapshot of the areas that are top of mind for marketers, exploring how brands seek to address the challenges and opportunities in this area.</p> <h2>Key trends featured in the report</h2> <ul> <li>Taking the product from offline to online... and back again</li> <li>Budgets and management</li> <li>Improving experiences by principle, not hype</li> <li>Factoring in personalisation</li> </ul> <p>The report also features a case study and some market data relating to the issues discussed.</p> <h2><strong>Digital Cream</strong></h2> <p>An exclusive invitation-only roundtable event, Digital Cream is an opportunity for senior client-side marketers to learn from each other about the latest best practice, what’s working and what’s not.</p> <p>Digital Cream takes place around the globe throughout the year - <a href="https://econsultancy.com/events">see our upcoming events</a>.</p> tag:econsultancy.com,2008:Report/4230 2016-09-07T11:00:00+01:00 2016-09-07T11:00:00+01:00 Embracing Digital Transformation in the Pharma and Healthcare Sectors #<Author:0x007f14719f21f8> <p>The <strong>Embracing Digital Transformation in the Pharma and Healthcare Sectors </strong>report looks at the opportunities that digital presents in these sectors, how they are responding to the changing needs of customers, the challenges companies are facing in digitally transforming themselves and how they are approaching these challenges.</p> <h2>Methodology</h2> <p>We carried out a series of in-depth interviews with senior digital professionals from across a range of pharmaceutical, biopharmaceutical and consumer healthcare companies to understand how they were responding to different opportunities and challenges.</p> <p>Companies interviewed included Alere Inc, Fermenta Biotech Limited, GSK Consumer Healthcare, MSD AP, Lenovo Health, Ogilvy Commonhealth Worldwide (OCHWW), Roche Products Limited and Takeda Pharmaceuticals.</p> <p>We also looked at sector-specific data from our <a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://www.econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends">2016 Digital Trends report</a> published earlier this year.</p> <h2>You'll discover findings around:</h2> <ul> <li>Why companies need to have digital transformation on their agenda.</li> <li>How companies are responding to the changing needs of customers and putting them at the centre of everything.</li> <li>Ways in which companies are looking at digital and how it can support interactions with their customers.</li> <li>How companies are focusing on optimising content as a top digital opportunity and challenging the way they deliver content.</li> <li>The need for change management to deliver digital transformation and how companies are driving this cultural shift.</li> <li>How companies are demonstrating the value of digital and developing digital skills across their organisations.</li> <li>The new opportunities and challenges from innovation and technology.</li> <li>Overcoming the obstacles ahead as digital becomes more of a focus for companies.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> <h2>How we can help you</h2> <h2 style="font-weight: normal; color: #3c3c3c;"><a style="color: #2976b2; text-decoration: none;" href="https://econsultancy.com/training/digital-transformation" target="_self"><img style="font-style: italic; height: auto; float: right;" src="https://assets.econsultancy.com/images/resized/0004/8296/rgb_dt_logo-blog-third.png" alt="Digital Transformation" width="200" height="66"></a></h2> <p style="font-weight: normal; color: #3c3c3c;"><a title="Digital transformation - Econsultancy" href="https://econsultancy.com/training/digital-transformation/">Digital transformation</a> is a journey that's different for every organisation. To enable delivery of your digital vision (or help you shape that vision) we’ve designed a comprehensive approach to tackle your transformation.</p> <p>Covering everything from strategic operational issues, down to specific marketing functions, we will work with you to achieve digital excellence.</p> <p>Talk to us about an initial, no-cost consultation.</p> <p>Contact our Digital Transformation Team on <a href="mailto:transformation@econsultancy.com">transformation@econsultancy.com</a> or call</p> <ul> <li> <p>EMEA: +44 (0)20 7269 1450</p> </li> <li> <p>APAC: +65 6809 2088</p> </li> <li> <p>Americas: +1 212 971-0630</p> </li> </ul> <p style="color: #6b6b6b;"> <iframe src="https://www.youtube.com/embed/2q_lWLm5qtg?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:Report/4232 2016-09-01T11:00:00+01:00 2016-09-01T11:00:00+01:00 Beyond Brexit <p>In the early days since what the media seems obliged to refer to as 'The Shock Referendum Result', wild predictions abounded as to what Brexit would mean for business.</p> <p>The pound fell, climbed then fell again. Depending on who you listened to, major multinationals were pulling staff out of the UK, or pouring cash in. The only thing that was certain was that nothing was certain.</p> <p>There was a strong temptation to shut up shop until the lunacy had passed.</p> <p>While a single referendum in this island nation sent shockwaves around the world, it was not the first – nor will it be the last – major event to threaten to throw businesses off course.</p> <p>Now, time has delivered some perspective on the issue. In <strong>Beyond Brexit</strong>, Econsultancy looks back on the lessons marketers must learn. We examine how brands can future-proof their strategies against similar periods of uncertainty, establish contingencies and create enough organisational agility to roll with the political, economic and cultural punches.</p> <p>Folding in learnings from our sister publications <strong>Marketing Week</strong>, <strong>Design Week</strong> and <strong>Creative Review</strong>, the report explores the global impact of Brexit on digitally-driven, marketing-led brands from the perspectives of talent, data, technology and analytics. These four areas are the ones most likely to be impacted by Brexit and yet are also most capable of stabilising business in uncertain times.</p> tag:econsultancy.com,2008:Report/4221 2016-08-16T15:06:14+01:00 2016-08-16T15:06:14+01:00 Secrets of Elite Analytics Practices #<Author:0x007f1471ba0c20> <h2>Overview</h2> <p>The pursuit of growth through improved customer experience is driving companies in every sector to build new capabilities in customer analytics and improve on existing ones. This report explores the relationship between these efforts and business results.</p> <p><em>Secrets of Elite Analytics Practices</em>, produced by Econsultancy in association with <a href="http://www.ibm.com/uk-en/">IBM</a>, examines a variety of different disciplines within analytics for their maturity and impact on key performance indicators. The report is based on a survey of 225 executives at the director level and above at organizations reporting revenues over $250 million in 2015. Respondents were also qualified based on geography and knowledge of ecommerce, marketing and analytics.</p> <p>Better information leads to happier, more profitable customers. This logic is borne out by results; companies with strong capabilities in multiple disciplines of customer analytics see an advantage over their peers in tangible metrics such as conversion rate, customer satisfaction and even revenue growth rate.</p> <h2>Key topics covered</h2> <ul> <li>The relationship between the strength of specific capabilities and results.</li> <li>The ranked benefits of analytics practices.</li> <li>The meaningful differences in customer journey analysis between companies with strong and weak capabilities.</li> <li>The important challenges to overcome for companies wanting to elevate their analytics practices.</li> <li>The analytical capability that correlates with the greatest improvement on conversion rate.</li> </ul> <p><strong>Download the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4209 2016-08-01T10:15:00+01:00 2016-08-01T10:15:00+01:00 Marketing in the Age of Artificial Intelligence #<Author:0x007f1471c760a0> <p>Artificial intelligence is able to bring together disparate data, platforms and technology to deliver against the ever-rising customer expectations. Consequently, marketers must continue to adapt. Indeed, they will need to adapt their jobs as all roles will be impacted by artificial intelligence, from creative directors to CMOs to advertising executives.</p> <p>This is not the stuff of Hollywood films where menacing robots drive out humans, but the practical stuff of task-based artificial intelligence: narrowly focused powerful capabilities that artificial intelligence offers to marketers right now.</p> <p>To thrive and survive in the AI revolution, marketers should engage with AI and not avoid it.</p> <p>The <strong>Marketing in the Age of Artificial Intelligence</strong> report aims to demystify <strong>what AI is now and could be in the future</strong>, explaining why its adoption is driven by customer behaviour and why you should be thinking about artificial intelligence now.</p> <p>The report also includes suggestions about how marketers can begin to engage with AI to gain a better understanding of its impact.</p> <h2>What you’ll learn</h2> <ul> <li>What artificial intelligence is and is not.</li> <li>Why the age of artificial intelligence is upon us.</li> <li>How artificial intelligence is changing customer behaviour.</li> <li>How marketer behaviour should change.</li> <li>What to expect next from artificial intelligence.</li> </ul> <h2>Who should read this report?</h2> <p>This guide has been written primarily for C-suite and marketers but is equally applicable to advertising or marketing teams.</p> tag:econsultancy.com,2008:Report/4208 2016-07-29T15:00:00+01:00 2016-07-29T15:00:00+01:00 Trends and Priorities in the Media and Entertainment Sector #<Author:0x007f1471d6cd60> <h2>Overview</h2> <p>This Trends and Priorities report, focused on the <strong>media and entertainment</strong> sectors, is produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a> and explores an industry caught between its past and future, with many having high aspirations but held back by culture and siloed budgets.</p> <p>The report, which is based on a survey of more than 200 senior-level marketers and executives in North America, discusses where the sector's digital trends are headed and the strategic priorities for media and entertainment companies as they attempt to stay ahead of the curve.</p> <p>The media and entertainment industry is responding to change with a set of interlocking strategic priorities focused around data, addressable audiences and technology partnerships. Throughout the trends report there are signs that media organizations are working to better understand their consumers and build the new capabilities to serve them.</p> <h2>You'll discover findings around:</h2> <ul> <li>What are media companies' top strategic priorities?</li> <li>How media companies are looking to partnerships to address emerging needs in addressable audience expansion.</li> <li>Are KPIs changing to accomodate the new priorities of media companies?</li> <li>How technology is a focus but media marketers struggle with selling it into the enterprise.</li> <li>Which technologies are media companies pursuing to improve their digital capabilities?</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4207 2016-07-27T21:00:00+01:00 2016-07-27T21:00:00+01:00 The Japan Digital Report <p><strong>The Japan Digital Report</strong> aims to provide background for marketers who are outside of Japan and currently marketing in Japan, thinking of launching a campaign there, or even just curious about the country and its digital landscape.</p> <p>Additionally, the report provides detailed information about marketing on LINE, the most culturally significant digital platform in Japan presently.</p> <p>Through the data, the charts and the commentary, the report will help marketers looking to make a case for investing more in the country and provide a foundation for further research.</p> <h2>Topics covered include:</h2> <ul> <li> <strong>Demographics.</strong> How does Japan compare to the rest of the world?</li> <li> <strong>Digital readiness.</strong> What is the current state of internet and mobile technology in the country?</li> <li> <strong>Digital landscape.</strong> What are the main web, social, search, video and ecommerce sites in the country, and how do they operate?</li> </ul> tag:econsultancy.com,2008:Report/4200 2016-07-21T11:05:00+01:00 2016-07-21T11:05:00+01:00 Measurement and Analytics Report 2016 <h2>Overview</h2> <p>Never have marketers, analysts and ecommerce professionals had more data to work with as part of their ongoing efforts to improve business and organisational performance.</p> <p>At the same time, the growing challenge for individuals and organisations alike has been to avoid being overwhelmed by proliferating sources of data and metrics across a burgeoning number of marketing channels and technology platforms.</p> <p>The <strong>Measurement and Analytics Report 2016</strong>, produced by Econsultancy in partnership with analytics consultancy <strong><a href="http://www.lynchpin.com/">Lynchpin</a></strong> for the ninth year running, looks at how organisations are using data strategically and tactically to generate insights and to improve business performance.</p> <p>The research, based on a survey of almost 1,000 digital professionals, also focuses on the important role for data and analytics in supporting their attempts to build a competitive advantage by becoming more customer-centric.</p> <h2>What you'll learn from this research</h2> <ul> <li>Understand how analytics can help to meet financial goals and what the most common growth and profit-related requirements are.</li> <li>Discover how organisations are using data and analytics to build a competitive advantage by becoming more customer-centric.</li> <li>Benchmark the make-up of your analytics or data team and investment plans against those of your peers.</li> <li>Find out where the biggest analytics skills gaps are and what the most common challenges related to deploying tools and technologies organisations face.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>The vast majority (84%) of marketers agree that their understanding of the customer is increasing over time, and 64% say that they are using data-driven customer insights to adapt their marketing strategies and influence business decisions.</li> <li>Despite the increasing importance of data, the proportion of analytics data used to drive decision-making within the organisation dropped by seven percentage points compared to last year's survey.</li> <li>While 77% of marketers believe digital analytics important to their company’s digital transformation, fewer than one in five consider digital reporting to have a ‘very influential’ role in supporting business decisions.</li> </ul> <h2>Features of the report</h2> <p>Based on a survey of almost 1,000 digital business professionals, this report also aims to cut through the noise to understand how companies are using measurement and analytics to boost revenue and profit growth, while also looking at the types of technology and data which are used to meet these ends.</p> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:Report/4191 2016-07-14T10:00:00+01:00 2016-07-14T10:00:00+01:00 Digital Shift Report: Q3 2016 <p><a href="https://econsultancy.com/reports/digital-shift"><strong>Digital Shift</strong></a>, a quarterly service from Econsultancy, is intended as <strong>a guide to support strategic thinking</strong>.</p> <p>Focused tightly on digital technologies, marketing and ecommerce, it’s about <strong>delivering actionable insight on trends that will be significant in the short to mid-term</strong>, and which can be used to generate new ideas, improve business performance and stay ahead of the competition.</p> <p>The <strong>Q3 2016 report</strong> explores the most notable developments impacting digital marketing this quarter. The critical shifts are summarised below:</p> <ul> <li> <strong>The end of earned media?</strong> With growing algorithmic curation, ever-declining organic reach and limited impact, typically coming from shared content, we consider whether this is the end of earned media, or perhaps just a reason to redefine it.</li> <li> <strong>Disruption and unbundling. </strong>The so-called ‘unicorn startups’ have been the recipients of a huge amount of attention and focus. However, are large companies disrupted by multiple sources, leading to the unbundling of entire businesses and sectors?</li> <li> <strong>AI, chatbots and machine learning. </strong>This quarter saw more announcements in this rapidly burgeoning area so we look at some of the more interesting developments, a way of understanding the key drivers of acceleration and the future of bots.</li> <li> <strong>Is the mobile app boom over? </strong>New data suggests that a new maturity is being reached – not only in the incremental improvement of smartphones, but in declining numbers of apps being downloaded.</li> <li> <strong>Mary Meeker’s internet trends. </strong>We take a look at some of the key highlights from Meeker’s annual trends deck, including factors slowing growth, new image and video formats and platforms.</li> <li> <strong>The ever-changing role of video. </strong>The growth in video is being accompanied by significant divergence in formats, leading to new distribution, consumption, engagement and monetisation opportunities. Is video the new HTML?</li> <li> <strong>Trends from Cannes. </strong>Virtual reality (VR), creating consumer movements and hacking platforms – we take a look at some of the most interesting but less high-profile examples from Cannes.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>You can access the <strong>previous Digital Shift report (Q2 2016)</strong> <a title="Digital Shift Report: Q2 2016" href="https://econsultancy.com/reports/digital-shift-report-q2-2016/">here</a>.</p> tag:econsultancy.com,2008:Report/4189 2016-07-13T10:25:00+01:00 2016-07-13T10:25:00+01:00 Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity <p>The <strong>Taking Advantage of the Mobile Opportunity</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, examines the extent to which marketers have embraced mobile marketing, and how organisations are approaching and implementing mobile strategies.</p> <p>The <strong>third annual iteration</strong> of our mobile research – part of the Digital Intelligence Briefing <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">series</a> that Econsultancy publishes in partnership with Adobe – revealed that <strong>marketers recognise both the outsized role of mobile and the challenge of providing a great experience</strong> when there is no margin for error.</p> <p>More than 4,000 marketers and digital professionals took part in this year’s survey, giving us a great glimpse into how organisations are approaching and implementing mobile strategies across all channels.</p> <h2>Findings include:</h2> <ul> <li>The proportion of organisations describing themselves as ‘mobile-first’ has more than doubled in the last two years, with those based in North America leading the way.</li> <li>Companies are continuing to invest in their mobile capabilities, with 60% increasing their 2016 spending and only a tiny fraction moving away from their mobile investments.</li> <li>The average proportion of ecommerce revenues being transacted on mobile devices has increased by 75% since 2014, reaching 28% this year.</li> <li>Nearly three in five (57%) organisations are aware of the different technologies available to support their mobile strategies.</li> <li>Mobile is considered to be extremely important for customer experience - exceeding the importance of the desktop site.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. You can access the other reports in this series <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:Report/4182 2016-07-05T15:01:00+01:00 2016-07-05T15:01:00+01:00 The Future of Celebrity Marketing #<Author:0x007f147213a500> <p>The Future of Celebrity Marketing, a <strong>Celebrity Intelligence</strong> report produced in association with Econsultancy, considers how the rules of celebrity engagement are shifting. Thanks to the advent of social media and the subsequent rise of online influencers, a new generation of talent has emerged for traditional celebrities to compete with.</p> <p>The report looks at how the definition of celebrity is evolving, the challenges this creates, and the new ways in which brands and agencies are selecting and engaging celebrities to work with. Backed by independent online research, the findings demonstrate the impact social media is having on celebrity engagement and assess how the future market is shaping up.</p> <h2>Read to discover:</h2> <ul> <li>Global celebrity engagement practices.</li> <li>Expert opinions and findings from leading voices in the industry.</li> <li>Budgets and predicted growth.</li> <li>The impact of social media.</li> <li>Priorities and tactics.</li> <li>Current and future trends.</li> </ul> <h2>About Celebrity Intelligence</h2> <p><a href="https://www.celebrityintelligence.com/#/">Celebrity Intelligence</a> is the ultimate celebrity engagement tool. We are the industry's only tool providing celebrity contacts, in-depth celebrity profiles and intelligence, celebrity events information and a live Buzz Index of 'who's hot and who's not' all in one place.</p> <p>Covering film, TV, music, fashion, sport and more, we provide everything you need to know to make intelligent decisions about which celebrities to work with, when and why.</p> <p>To find out more about Celebrity Intelligence, or for more information about the report, please contact Centaur Marketing's Content Marketing Manager, Priyanka Mehra Dayal, at priyanka.mehra-dayal@centaurmedia.com. <br></p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4175 2016-06-30T09:28:00+01:00 2016-06-30T09:28:00+01:00 The Convergence of Marketing and Sales #<Author:0x007f1472223548> <p>The Convergence of Marketing and Sales report provides a framework to assist a manager's journey in deciding whether or not to converge marketing and sales. Designed to be a companion and thought-provoker, the guide is written in two parts.</p> <h2>What's in the report?</h2> <p><strong>Part 1</strong> sets the scene, framing marketing and sales in different ways - from the path to purchase in the mind of the customer, to the marketing and sales process in the mind of the vendor, and the changing role of marketing and sales in a digitally networked world.</p> <p><strong>Part 2</strong> outlines our framework, split into the following key steps:</p> <p><strong>Strategy development</strong></p> <p><strong>Diagnosis</strong> - the research and obstacle definition that needs to precede all strategy development. We consider four key topics:</p> <ul> <li> <strong>Process design. </strong>Diagnosis focused on current processes used by marketing and sales and how they differ from the ideal.</li> <li> <strong>Content management. </strong>Diagnosis focused on current content used by marketing and sales and how they differ from ideal.</li> <li> <strong>Competitor analysis.</strong> Analysis of how to gain competitive advantage.</li> <li> <strong>Measurement planning. </strong>What measurements do we need to put in place to indicate if our strategy is working and do we need to refine and optimise the actions we are taking?</li> </ul> <p><strong>Insights and action - </strong>what insights have come from the above diagnoses and how can we convert these insights into coherent actions to overcome obstacles and achieve our strategic goal? (We identify Key Actions at the end of each topic.)</p> <p><strong>Strategy deployment</strong></p> <p><strong>Team organisation. </strong>How, when we roll out this convergence strategy for marketing and sales, do we take two teams with different cultures and different ways of working and turn them into a single team?</p> <p>Written by experienced consultant Dr Mike Baxter, who has led consultant teams on many of Econsultancy's digital transformation projects, the report aims to identify best practice approaches and techniques. The report also includes real-life examples illustrating how marketing and sales have a pivotal role in digital transformation.</p> <h2>How can we help?</h2> <p>Our <a href="https://econsultancy.com/training/digital-transformation/">Digital Transformation</a> team regularly supports leading organisations to drive forward organisational change. Our Digital Maturity Audit is often the first step in this journey, providing you with a clear framework to:</p> <ul> <li>Understand critical capability gaps.</li> <li>Prioritise key projects and areas for development.</li> <li>Validate business cases for investment.</li> </ul> <p>If you want to find out more about the Digital Maturity Audit and how we can help, please don't hesitate to get in touch by emailing <strong>transformation@econsultancy.com</strong> or calling us on +44 (0)20 3199 8475.</p> <p><iframe src="https://www.youtube.com/embed/Pi15K7YytWo?wmode=transparent" width="560" height="315"></iframe></p> <p>video by <a href="http://www.londonvideostories.com/" target="_blank">LondonVideoStories</a></p> tag:econsultancy.com,2008:Report/4140 2016-06-27T09:00:00+01:00 2016-06-27T09:00:00+01:00 The CMO's Guide to Programmatic #<Author:0x007f147228cdb8> <p><strong>The CMO's Guide to Programmatic</strong>, produced by Econsultancy in partnership with <a title="AudienceScience" href="http://www.audiencescience.com/">AudienceScience</a>, identifies <strong>the challenges of programmatic and how CMOs can work to solve them</strong>.</p> <p>Although marketers are improving their knowledge in the field, there are still problems to overcome before the majority of companies are ready to fully integrate programmatic into their campaigns.</p> <p>Based on interviews with senior executives working in digital marketing and ecommerce, the report aims to bridge the gap between what marketers currently know about programmatic, and where they need to be in order to take full advantage of it.</p> <h2>Key topics covered in the report</h2> <ul> <li>Data ownership and sharing</li> <li>Rise of mobile</li> <li>Attribution and pricing</li> <li>Ad verification</li> <li>Programmatic TV</li> <li>Who to advertise to and when</li> <li>In-house versus outsourcing</li> </ul> <p><strong>Download the report to read more.</strong></p> <h2>Contributors</h2> <p>Our thanks go to:</p> <ul> <li>Lara Izlan, Director, Programmatic Trading and Innovation, Auto Trader UK</li> <li>Maggie Buggie, VP and Global Head of Digital Sales and Marketing, Capgemini</li> <li>Paul Cable, Head of Marketing, First Utility</li> <li>Colin Lewis, Marketing Director, BMI Regional</li> <li>Gerhard Louw, Senior Manager, International Media Management, Deutsche Telekom</li> <li>Mike Reynolds, Senior Mobile Executive, IAB UK</li> <li>Sammy Austin, Head of Media, Group Marketing, TUI Group</li> <li>Raluca Efford, Head of Digital and Social Media Marketing, Direct Line</li> <li>Sarah Treliving, Joint Managing Director, Mediacom iLab</li> <li>David Gilbey, Head of Digital Performance Marketing, Bauer Media</li> </ul> tag:econsultancy.com,2008:Report/4173 2016-06-24T10:00:00+01:00 2016-06-24T10:00:00+01:00 Predictive Analytics Report #<Author:0x007f1472327840> <h2>Overview</h2> <p>This is Econsultancy’s first <strong>Predictive Analytics Report</strong>, in association with <a title="RedEye" href="http://www.redeye.com/">RedEye</a>. The research, based on an online survey of nearly 400 digital marketers and ecommerce professionals, looks at adoption levels of predictive analytics and the types of strategies and tactics organisations are using.</p> <p>In addition, it evaluates the <strong>tools and processes</strong> employed for improving the level of actionable insights that predictive analytics can provide, and <strong>barriers to effective use</strong> of the capability.</p> <p>The aim is to provide <strong>a benchmark of where organisations are in their journey towards the implementation and application of predictive analytics</strong>, by examining the current usage and methods employed by practitioners, budget plans and perceptions of its importance going forward.</p> <p>The survey data was also used to identify groups of respondents with similar competencies and focus in terms of predictive analytics. These groups were ranked based on the sophistication of the analysis they are currently undertaking and their goals for the forthcoming year in order to produce a <strong>maturity model</strong>. Three stages of maturity have been identified based on the survey responses: 'Starting Out', 'Developing' and 'Strategic'.</p> <p>The maturity model can be used as <strong>a roadmap to guide organisations on their journey towards realising the strategic benefits that investment in predictive analytics can offer</strong>.</p> tag:econsultancy.com,2008:Report/4166 2016-06-22T13:04:00+01:00 2016-06-22T13:04:00+01:00 Top 100 Digital Agencies Report 2016 #<Author:0x007f147239a980> <p>The Top 100 Digital Agencies report is the definitive listing of the UK’s largest digital agencies. The guide features in-depth analysis and commentary on the state of the industry, along with information on each agency to help client-side professionals choose the right partner to help achieve their business goals.</p> <p>An interactive table of the Top 100 agencies can be viewed at:</p> <h2> <a href="http://bit.ly/1Tu9ZJD">digitalagencies.econsultancy.com</a><a href="http://www.digitalagencies.econsultancy.com/"><br></a> </h2> <h2><strong>How the Top 100 works</strong></h2> <p>The Top 100 Digital Agencies Report lists the UK’s top 100 digital marketing, design and build, technical and creative agencies. These are ranked on their fee income from digital activities in the UK. For the purposes of the Top 100, fee income from digital activities is defined as the money that agencies retain after any bought-in third-party costs, such as media, production or hosting, have been paid. Although not a perfect metric, we believe that this is a better indicator than overall turnover of what an agency’s digital expertise is worth.</p> <p>Media agencies are also included in the report, as a separate listing, and are ranked by their gross billings.</p> <h2>Report features</h2> <ul> <li>13 pages of in-depth editorial content  on the state of the agency industry</li> <li>Ranking tables of the top agencies by fee income, agency type and region</li> <li>The top six most respected agencies and the seven most influential people, nominated by the entrants to the Top 100.</li> <li>Profiles of the Top 100 digital agencies, and top eight Media agencies, including key information including business split between digital marketing channels, contact information and a list of key clients in some cases.</li> <li>The profiles of seven agencies we’ve selected as ‘ones to watch’ for the coming years, based on their work, growth and revenue.</li> </ul> <p>The Top 100 Digital Agencies report has been published annually since 2002, and historical data is available to subscribers as an Excel download, alongside the full dataset from 2016.</p> <h4><strong>To be added to the mailing list for next year's launch, please send an email to top100@econsultancy.com. You will then receive an invite email and the submission instructions when we open for entries in February 2017.</strong></h4> tag:econsultancy.com,2008:Report/4139 2016-06-22T10:00:00+01:00 2016-06-22T10:00:00+01:00 The Future of Content Marketing <p>Brands recognise that content is a vital way to reach and engage with consumers, whether they’re selling biscuits or bank accounts. What is proving challenging is getting these organisations to realise that content is no longer a bolt-on; something to be added into a website when time allows.</p> <p>Content stretches across every channel of interaction. It is a living thing, evolving as customer needs develop and is as much the remit of the insight or operations departments as it is a creative output.</p> <p><strong>The Future of Content Marketing</strong> report, published in association with <a href="http://oracle.com/marketingcloud/">Oracle Marketing Cloud</a>, examines<strong> how content marketing has changed and how brands need to alter their approach to remain current and relevant</strong>.</p> <h2>Themes explored</h2> <ul> <li> <strong>Data-driven content marketing. </strong>Whether overt or not, content is always custom.</li> <li> <strong>Bi-directional content. </strong>In an omnichannel environment, content is not a one-way communication, it is a conversation.</li> <li> <strong>Automation.</strong> Customers are aware of the inauthenticity of automated responses to human questions but on the flip side are happy to receive automated content if it is intelligently designed and delivered.</li> <li> <strong>Multinational multichannel. </strong>Navigating customer segments in a single territory already encourages an exponential growth in the amount of content needed to engage with customers. Moving content across borders only exacerbates the problem.</li> <li> <strong>Measurement.</strong> The future of content goes far beyond driving results in search or unique web visits.</li> <li> <strong>Social.</strong> While social platforms are becoming the hub for content conversations, little has changed when it comes to the importance of remaining relevant and authentic on social. Interruption is fine, even in one-to-one messenger conversations, as long as it fits both criteria.</li> <li> <strong>Utility. </strong>Successful content is always going to be useful content.</li> </ul> <h2>Methodology</h2> <p style="font-weight: normal;">The methodology involved two main phases:</p> <ul style="font-weight: normal;"> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues and opportunities for content marketing, examining the current landscape and how it is evolving.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews with a number of senior executives working for international brands.</li> </ul> <h2>Contributors</h2> <p style="font-weight: normal;">We would like to thank the following for their contributions to this report:</p> <ul> <li>Michael Africk, Founder and CEO, <strong>Inmoji</strong> </li> <li>Jay Baer, President, <strong>Convince &amp; Convert</strong> </li> <li>Jack Davies, Head of Content, <strong>Saatchi &amp; Saatchi</strong> </li> <li>Ed Hartigan, Head of Earned Media, <strong>iProspect UK</strong> </li> <li>Josh Jacobs, President, <strong>Kik Interactive</strong> </li> <li>Doug Kessler, Creative Director and Co-Founder, <strong>Velocity Partners</strong> </li> <li>Tom Osborne, Senior Content Manager, Digital, <strong>British Gas</strong> </li> <li>Ben Salmon, Founder, <strong>Attributely</strong> </li> <li>Perry Tell, Chief Operating Officer/Founder, <strong>Inmoji</strong> </li> <li>Pollyanna Ward, Digital and Social Media Manager, <strong>Mondelez International</strong> </li> </ul> <h2><strong>Other reports in the Modern Marketing Actionable Insights Series</strong></h2> <ul> <li><strong><a title="Marketing Budgets 2016" href="https://econsultancy.com/reports/marketing-budgets/">Marketing Budgets 2016</a></strong></li> <li><strong><a title="Marketers in the Boardroom" href="https://econsultancy.com/reports/marketers-in-the-boardroom/">Marketers in the Boardroom</a></strong></li> <li><strong><a href="https://econsultancy.com/reports/cross-channel-marketing-report/">Cross-Channel Marketing Report</a></strong></li> <li><strong><a href="https://econsultancy.com/reports/the-role-of-dmps-in-the-era-of-data-driven-advertising">The Role of DMPs in the Era of Data-Driven Advertising</a></strong></li> </ul>