tag:econsultancy.com,2008:/reports Research from Econsultancy 2018-04-19T15:01:00+01:00 tag:econsultancy.com,2008:Report/4755 2018-04-19T15:01:00+01:00 2018-04-19T15:01:00+01:00 Trust, Transparency and Brand Safety #<Author:0x000000108e3860> <p>The<strong> Trust, Transparency and Brand Safety </strong>report will consider the factors which have been impacting trust and driving a need for further transparency around a brand’s advertising as well as how businesses operate and communicate with their customers. </p> <p>We carried out a series of in-depth interviews with senior executives from brands, agencies and publishers to understand how companies are responding to different opportunities and challenges. Econsultancy would like to thank the following interviewees who contributed to this report:</p> <ul> <li> <strong>Dominic Chambers</strong>, Global Head of Digital Marketing, Jaguar Land Rover</li> <li> <strong>Claire Cronin</strong>, Chief Marketing Officer, Virgin Atlantic</li> <li> <strong>Christopher Daniels</strong>, Sales Director, Haymarket Automotive</li> <li> <strong>Daniel Gilbert</strong>, CEO, Brainlabs</li> <li> <strong>Simon Jackson</strong>, Chief Marketing Officer, Gamesys</li> <li> <strong>Attila Jakab</strong>, Managing Director, Infectious Media</li> <li> <strong>Russell James</strong>, Digital Engagement Director, The FA</li> <li> <strong>Matt Kwiecinski</strong>, Co-founder and Managing Director, Journey Further</li> <li> <strong>John LaMarca</strong>, Consumer Strategy Director, Haymarket Automotive</li> <li> <strong>Laura Milsted</strong>, Global Advertising Director, B2B and Insight, The Financial Times</li> <li> <strong>Michael Nicholas</strong>, Global Director, Kantar TNS</li> <li> <strong>Ellie Norman</strong>, Director of Marketing, Formula 1</li> <li> <strong>Mark Payton</strong>, Editorial Director, Haymarket Consumer Media</li> <li> <strong>Isaac Poh</strong>, APAC Digital Marketing Lead, Schroders APAC</li> <li> <strong>Tara </strong><strong>Prabhakar</strong>, Global Director of Client Impact, Kantar TNS</li> <li> <strong>Ben Rhodes</strong>, Group Marketing Director, Royal Mail</li> <li> <strong>John Sinke</strong>, Director of Marketing, Hong Kong Disneyland</li> <li> <strong>Charles Talbot</strong>, Director, Journey Further</li> <li> <strong>Mariella Villa</strong>, Private Bank Proposition Owner, ANZ Bank, Australia</li> <li> <strong>Lisa Wood, </strong>Chief Marketing Officer, Atom Bank</li> <li> <strong>Head of Digital and Analytics</strong>, APAC FMCG</li> <li> <strong>Senior Executive, </strong>Global APAC Bank</li> </ul> <p><strong>What you will learn:</strong></p> <p>Trust is seen as a crucial element of brand success. With increasing disruption and competition across all sectors, trust becomes even more important for brands to focus their efforts on. This report will consider the factors which have been impacting trust and driving a need for further transparency around a brand’s advertising. It will also explore how businesses operate and communicate with their customers. You will learn:</p> <ul type="disc"> <li>How companies are making changes to how they buy digital media and how they structure their contracts and relationships with their agencies in response to growing concerns over their advertising in respect of brand safety, viewability and ad fraud. </li> <li>The need to focus on demonstrating this to consumers and ensuring that trust and transparency are at the heart of your products and services. </li> <li>Importance of demonstrating trust through culture, goals and values. </li> <li>How companies are connecting with their customers to drive greater participation and co-creation.  </li> <li>The focus towards demonstrating greater transparency with customer data and how it is used.</li> </ul> <p><strong>You will discover: </strong></p> <ul type="disc"> <li>How companies are taking more control over their marketing communications.</li> <li>The need for companies to be more transparent about their business to deliver on their promise and focus on what their brand stands for.</li> <li>How companies are focusing on putting the customer first and at the centre of their operations. </li> <li>The importance companies are placing around having the right culture and set of values and hiring against these. </li> <li>How co-creation should become a key part of an organisation’s processes and brand strategy.</li> <li>How digital priorities are rising higher on the agenda as companies encourage a move towards thinking digital first and creating journey-based experiences. </li> <li>How companies are focusing on putting the customer at the heart of everything and identifying how to enhance the experience and develop a deeper understanding of the customer decision journey. </li> <li>The key ways to drive greater transparency and trust highlighted by those interviewed.</li> </ul> <p>Download a copy of the report to learn more.</p> tag:econsultancy.com,2008:Report/4769 2018-04-18T05:17:00+01:00 2018-04-18T05:17:00+01:00 Flipkart - Building Trust in Indian Ecommerce <p>Headquartered in Bengaluru, India, Flipkart was founded in October 2007 by Sachin Bansal and Binny Bansal (no relation). Flipkart began its ecommerce journey retailing books online, and in June 2012, attained “unicorn” status when it was valued at US$1 billion. Since then, Flipkart has secured funding from investors such as Tiger Global, SoftBank and Morgan Stanley, including a US$1.4 billion investment from Tencent, Microsoft and eBay in April 2017.</p> <p>As a homegrown Indian company, Flipkart is focused on delivering quality products and services to Indian consumers. It has launched its own brands, including Smart Buy (electronics, electronic accessories and home plastics), Citron (home appliances and personal care) and MarQ (large home appliances). It recognized that a significant obstacle within the Indian ecommerce space was building trust in its ecommerce services, and embarked on developing solutions that dovetailed with the daily routines and lives of Indians, such as offering cash-on-delivery payment options.</p> <h2>What you'll learn</h2> <ul> <li>How Flipkart built trust among its customers</li> <li>Flipkart's Big Billion Day vs Amazon India's Great Indian Festival Sale</li> <li>Billion by Flipkart and Flipkart Lite</li> <li>How Flipkart is using AI in India</li> </ul> tag:econsultancy.com,2008:Report/4757 2018-04-05T09:00:00+01:00 2018-04-05T09:00:00+01:00 A Guide to Customer Experience Management (CXM) #<Author:0x00000010b3ab90> <p><strong>A Guide to Customer Experience Management</strong> covers the practical steps organisations can take to make themselves more customer-centric. It also highlights how to implement data-led strategies that will help businesses understand their customers, and ultimately, enable them to create better experiences. Additionally, it covers how to overcome the challenges associated with a data-led business strategy. </p> <p>A section on what customer experience management is shows marketers the opportunities that having a data-led strategy affords in a world where customer expectations climb ever higher. </p> <p>The report also features information on how to get to know your customer through different approaches and where the responsibility for customer experience management lies. </p> <p>This guide features insights from a team of industry experts including:</p> <ul> <li> <p><strong>Alex Barker</strong>, Head of User Experience, Edo</p> </li> <li> <p><strong>Paul Boag</strong>, User Experience Consultant and expert in digital transformation</p> </li> <li> <p><strong>Claire Cardosi</strong>, Head of Customer Experience Management at Virgin Trains East Coast</p> </li> <li> <p><strong>Jon Davie</strong>, Chief Client Officer, Zone, a Cognizant Digital Business</p> </li> <li> <p><strong>Jacob de Lichtenberg</strong>, Consumer Product Manager, Trustpilot</p> </li> <li> <p><strong>Avis Easteal</strong>, Regional Head – Consumer, Luxasia</p> </li> <li> <p><strong>Matt Lacey</strong>, Performance Director, Code Computerlove</p> </li> <li> <p><strong>Marc McNeill</strong>, Customer Experience and Operations Director, Auto Trader</p> </li> <li> <p> <strong>Rebecca Mears</strong>, Community Lead, Cookpad</p> </li> <li> <p><strong>Dr Nicola Millard</strong>, Customer Insights and Futures, BT</p> </li> <li> <p><strong>Vittoria O’Connor</strong>, APAC Customer Loyalty and Digital Director, The Body Shop</p> </li> <li> <p><strong>Philip Pantelides</strong>, Head of Product, Community and Communication, Cookpad</p> </li> <li> <p><strong>Azlan Raj</strong>, VP, Customer Experience – EMEA, Merkle</p> </li> <li> <p><strong>Jon Warden</strong>, Head of Product and User Experience, Haymarket</p> </li> <li> <p><strong>Lisa Wood</strong>, Chief Marketing Officer, Atom Bank</p> </li> <li> <p>A<strong> marketing manager </strong>in financial services</p> </li> </ul> tag:econsultancy.com,2008:Report/4760 2018-04-03T10:11:11+01:00 2018-04-03T10:11:11+01:00 Lessons from Black Friday Best Practice Guide #<Author:0x00000010bfcce0> <p>The new <strong>Lessons from Black Friday</strong> report will consider the latest trends and statistics from Black Friday 2017 and highlight the key challenges that retailers should be aware of for 2018.</p> <p>The shifts in shopping behaviour, the dominance of mobile and the promotions strategy behind the shopping event will all be discussed in the report.</p> <p>This guide features insights from a team of industry experts including:</p> <p>·         <strong>Dave Anderson</strong>, Digital Performance Expert, Dynatrace</p> <p>·         <strong>Melissa Campanelli</strong>, Editor in Chief, Total Retail</p> <p>·         <strong>Matt Curry</strong>, Head of Ecommerce, Lovehoney</p> <p>·         <strong>Sarah Dawson</strong>, Head of Marketing and Ecommerce, Astrid &amp; Miyu</p> <p>·         <strong>Al Keck</strong>, Managing Director, Infinity Nation</p> <p>·         <strong>Peter Markey</strong>, Marketing Director, TSB</p> <p>·         <strong>Stuart McMillan</strong>, Deputy Head of Ecommerce, Schuh</p> <p>·         <strong>Patrick Munden</strong>, Global Head of Retail and Marketing, Salmon</p> <p>·         <strong>Dominic Starkey</strong>, UK Marketing Director, AO.com</p> <p>·         <strong>Bhavesh Unadkat</strong>, Principal Retail Consultant, Capgemini Consulting</p> <p>·         <strong>James Webster</strong>, Head of Managed Services, Salmon</p> <p>·         <strong>Paul Winsor</strong>, Director of Market Development, Retail and Services, Qlik</p> tag:econsultancy.com,2008:Report/3008 2018-03-27T11:33:00+01:00 2018-03-27T11:33:00+01:00 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 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>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <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/4680 2018-03-27T10:00:00+01:00 2018-03-27T10:00:00+01:00 Social Quarterly: Q1 2018 <p>The <strong>Social Quarterly</strong> is a series of presentations by Econsultancy, which curate the latest trends, developments and statistics in social media. The reports focus on distilling the most recent data and trends, aiming to provide a guide to what's happening now in social media and what you should be keeping an eye on.</p> <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 integrated 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><strong>This edition of Social Quarterly includes</strong> stats about the importance of <strong>dark social</strong> and ad engagement on premium sites compared with social media. It also looks at updates to <strong>Instagram’s</strong> feed, the launch of <strong>WhatsApp Business</strong>, the global expansion of <strong>YouTube Go</strong> and new organisational tools on <strong>Pinterest</strong>.</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/4744 2018-03-22T10:00:00+00:00 2018-03-22T10:00:00+00:00 Digital Intelligence Briefing: 2018 Digital Trends in IT #<Author:0x00000011caa970> <p>The <strong>2018 Digital Trends in IT </strong>report, based on the eighth annual trends survey conducted by Econsultancy and <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, explores the digitally-driven opportunities and challenges facing organisations from the perspective of IT professionals, looking at both internal business factors and external technological and consumer trends.</p> <p>The research is based on a sample of almost 400 senior IT leaders (manager level or above) who were among around 13,000 digital professionals taking part in the annual Digital Trends survey carried out at the end of 2017 and start of 2018.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>The need for scalable, enterprise digital experience platforms</li> <li>The internal focus: digital transformation and workflows</li> <li>Managing the existential threat… and embracing the opportunities</li> <li>Actionable tips to help future-proof your IT function</li> </ul> <h3>Findings include:</h3> <ul> <li> <strong>IT executives preoccupied by need to keep up with customer expectations.</strong> The high proportion (39%) of IT respondents that cite <em>keeping up with changing customer expectations and behaviour</em> as one of their top external challenges demonstrates the increased customer centricity of a new breed of CIO.</li> <li> <strong>Security is still the biggest headache for IT professionals.</strong> As was the case last year, security is the main preoccupation for IT executives in terms of external threats, with respondents most likely to cite the <em>threat of security breaches and cyber-risk threats</em> as a challenge (42% compared to 41% in 2017).</li> <li> <strong>Legacy systems are the greatest obstacle to digital transformation.</strong> The most significant in-company barrier to driving digital transformation is the integration of legacy systems with new technology, cited as a top-three challenge by 45% of respondents, up from 41% last year.</li> <li> <strong>Enterprise CIOs identify requirement for extensible digital platforms.</strong> Extensible digital platforms are the top priority for IT executives at larger organisations, with well over half (57%) ranking this as a top-three priority for 2018. This compares to 42% for <em>security of data</em>, and the same percentage for <em>joining up data to achieve a single view of the customer</em>.</li> <li> <strong>Companies struggle to master workflow capabilities.</strong> Fewer organisations than last year are taking a range of initiatives to improve workflows against the backdrop of tighter security and compliance requirements that companies are typically working towards. Just under half (48%) of respondents say they are <em>switching to paperless, digital end-to-end workflows</em>, compared to exactly half last year.</li> <li> <strong>IT executives focus on real-time personalised experiences, AI and the Internet of Things as exciting opportunities. </strong>IT professionals are most likely to see the delivery of personalised experiences in real time as the most exciting prospect in three years’ time, ahead of other technological innovations such as the Internet of Things, artificial intelligence, virtual or augmented reality, voice interfaces and payment technologies.</li> </ul> <p><strong>Econsultancy's 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/4748 2018-03-20T17:00:00+00:00 2018-03-20T17:00:00+00:00 Career and Salary Survey Report 2018 <p>Building on our inaugural Career and Salary Survey in 2015 (previously called The Salary Survey), Econsultancy has collaborated with sister brand Marketing Week to survey over 4,000 people across the marketing, digital, design and advertising industries.</p> <p>With Econsultancy's  Modern Marketing Model (M3) in mind, this survey data goes some way towards showing how well the gap between digital and general marketing is closing, and what still needs to happen before digital thinking is embedded into all aspects of business strategy.</p> <p>Some of the key findings highlighted in this year's report include gender pay gap and diversity and inclusion issues within the industry. </p> <p>The main objective of this research is to give a guideline of how marketers are remunerated and what the trends and variations are across different industry sectors in the UK, but also to understand how they rate various remuneration packages, what benefits they receive, what their expectations are and how marketing departments evolved in the last 12 months.</p> <p>We are confident that this report provides real practical value for those working in the marketing industry who want to understand how their peers are remunerated.</p> tag:econsultancy.com,2008:Report/4739 2018-03-15T15:20:00+00:00 2018-03-15T15:20:00+00:00 Second-Party Data #<Author:0x00000011dcdf28> <p>First-party data at scale sounds unattainable. But by creating second-party data pools, brands and publishers can vastly increase the applicability of their customer data. This report, created in partnership with <a href="https://www.salesforce.com/products/marketing-cloud/data-management/"><strong>Salesforce</strong></a>, addresses the fundamental questions about second-party data so it can move from abstract concept to specific strategy.</p> <p>The promise of customer data has tantalized brands for the better part of a decade. Their interest was focused on the maturation of the programmatic marketplace, where it became possible to easily buy audiences instead of space. The evolution of the ecosystem has been fueled by previously underutilized troves of customer and aggregate data.</p> <p>Today, it’s clear that huge stockpiles of data processed and sorted by third parties only hold the solutions to some of marketers’ needs. For data to be effective in digital media, it needs to balance quantity with quality and relevance. As the ad ecosystem evolves, marketers demand more certainty, accuracy and trust in the data that underlies their efforts.</p> <p>In recent years, the industry has begun exploring the value of second-party data—another brand’s first-party data acquired directly through partnership. The use of second-party data is no longer a nascent opportunity. We now can lay out guidelines for how to select partners whose data can enliven your campaigns, how to navigate walled-garden environments, and how to apply this data without risking your partners’ security or users’ privacy.</p> tag:econsultancy.com,2008:Report/4740 2018-03-15T02:04:00+00:00 2018-03-15T02:04:00+00:00 Shopee: Localizing Ecommerce in Southeast Asia and Taiwan <p>Shopee is an online shopping platform in Indonesia, Taiwan, Vietnam, Thailand, the Philippines, Malaysia and Singapore. It is operated by Sea Ltd, an internet platform company that also runs digital entertainment platform Garena, and digital financial service AirPay.</p> <p>Shopee prides itself on being extremely localized for each of its markets, providing buyers and sellers with an easy, secure and hassle-free online shopping experience through strong payment and logistics support. It offers a wide selection of products, ranging from consumer electronics, health and beauty, fashion, toys and baby products to home and living.</p> <h2>What you'll learn</h2> <ul> <li>Shopee’s differentiation strategy</li> <li>Shopee’s 9.9 Mobile Shopping Day</li> <li>How it measured the success of its campaigns and strategies, and overcame obstacles</li> <li>Valuable takeaways from Shopee’s experience</li> </ul> tag:econsultancy.com,2008:Report/4737 2018-03-12T11:50:00+00:00 2018-03-12T11:50:00+00:00 Marketing in the Dark: Dark Martech <p>The third report in our <em>Marketing in the Dark</em> series, <strong>Dark Martech</strong>, looks at the types of martech platform being used by companies, and how choice of setup impacts on the ability to get value from technology investment.</p> <p>The research, produced by Econsultancy in partnership with <a title="IBM Watson Marketing" href="https://www.ibm.com/customer-engagement/digital-marketing">IBM Watson Marketing</a>, is based on an extensive survey of more than 1,000 marketers.</p> <p><strong>'Dark martech'</strong> is a term coined by analyst firm TBR’s Seth Ulinski, to describe this increasingly prevalent software that has been created internally.</p> <p>While it was not meant to be a pejorative term, there are challenges for organisations that are building martech solutions from scratch, in terms of both the efficacy of the platforms and the ability to integrate with other systems. The danger for marketers is that they end up with a chaotic approach to martech that causes headaches for their organisations.</p> <p>The key findings of the report are as follows:</p> <ul> <li> <strong>Dark martech is a growing phenomenon. </strong>Organisations need to be aware of the challenges they face if they are relying on fragmented and piecemeal technology that is not part of an integrated marketing stack, irrespective of whether they are using homegrown or third-party point solutions.</li> <li> <strong>Companies with single-provider solutions are more likely to outperform. </strong>Companies we have identified as 'leaders'– organisations where marketing teams outperformed against their top business goal over the last year – are two-and-ahalf times more likely than 'mainstream' companies to structure their marketing mostly around an integrated marketing cloud from a single provider.</li> <li> <strong>Organisations need to consider total cost of ownership. </strong>The path to maximum profitability and efficiency lies in having the right martech solution for a business, not necessarily the cheapest one. Homegrown technology may save on licensing costs, but companies must consider the cost of internal resources and consultants tasked with maintaining and integrating these systems.</li> <li> <strong>Technology needs to be an enabler for customer data integration, not a barrier.  </strong>More than a third (39%) of predominantly single-vendor companies can 'thoroughly leverage' customer data for automation of tasks required for personalised experiences, compared to only 2% of those that have a more piecemeal approach to martech.</li> <li> <strong>Martech is about people… but a lack of staff with the right skills is a barrier to the success of marketing platforms. </strong>Two-thirds (64%) of companies believe they don’t have the skills or talent to make most use of marketing technology. The greatest martech challenge for companies is the lack of skills/people to utilise it properly, cited as a top-three barrier by 45% of both B2B and B2C respondents.</li> </ul> tag:econsultancy.com,2008:Report/4733 2018-03-02T15:53:00+00:00 2018-03-02T15:53:00+00:00 GDPR Webinar: Resources #<Author:0x00000011df7080> <h2>About this webinar</h2> <p>Get a concise overview of the upcoming legislation and how it will impact the marketing industry.</p> <p>Our webinar hosts include Econsultancy's Blog Editor Ben Davis, Econsultancy Research Manager Donna-Marie Bohan who gives us the lowdown on our survey results and RedEye Compliance Director Tim Roe, a GDPR expert ready to give his verdict on what the legislation means for marketing.</p> <h3> <strong>Key insights</strong>:</h3> <ul> <li>Discussing the findings from our latest research on Marketers and the GDPR.</li> <li>Get a summary of the challenges and opportunities of the GDPR for marketers.</li> <li>Learn about the most important issues facing marketers in terms of the new data privacy laws</li> </ul> <h2>Webinar Recording </h2> <p><iframe src="https://player.vimeo.com/video/258094732" width="800" height="600"></iframe></p> <h2>Your GDPR Survival Pack</h2> <p>Navigate your way through the GDPR with our handy survival pack.</p> <p><strong>Report</strong>: <a href="https://econsultancy.com/reports/a-marketer-s-guide-to-the-general-data-protection-regulation-gdpr/" target="_blank">A Marketer's Guide to the General Data Protection Regulation (GDPR)</a></p> <p><strong>Elearning:</strong> <a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online" target="_blank">GDPR Essentials for Marketers Online Classroom</a></p> <p><strong>Elearning:</strong> <a href="https://econsultancy.com/training/microlearning/" target="_blank">GDPR microlearning modules</a></p> <p><strong>Face to face training:</strong> <a href="https://econsultancy.com/training/courses/gdpr-data-driven-marketing" target="_blank">GDPR for Marketers </a></p> tag:econsultancy.com,2008:Report/4732 2018-03-01T03:16:17+00:00 2018-03-01T03:16:17+00:00 JD.com: More Than Ecommerce <p>JD.com is one of China’s largest ecommerce platforms and direct sales retailers offering a vast range of products and services including home appliances, electronics and luxury goods to its customers. </p> <p>Backed by Walmart and Tencent (holding 10% and 20% stakes respectively), JD.com is one of the largest ecommerce platforms in China, with a market share of 26.9% of the online B2C retail market in Q3 2017 and net revenue of US$37 billion in 2016. It boasts 266.3 million annual active users, 405 warehouses, almost 138,000 full-time employees and 160,000 online merchants.</p> <p>In this report, we provide an overview of JD.com, some of its recent innovations, such as technology for unmanned stores and drone deliveries, and features comments on JD.com's strategy from our experts.</p> <h2>What you'll learn</h2> <ul> <li>The evolution of JD.com and its other platforms</li> <li>How JD.com stacks up to Alibaba</li> <li>Moves by JD.com to dominate the luxury goods space</li> <li>New developments being undertaken by JD.com</li> </ul> tag:econsultancy.com,2008:Report/4731 2018-02-28T14:00:00+00:00 2018-02-28T14:00:00+00:00 A Marketer's Guide to the General Data Protection Regulation (GDPR) #<Author:0x00000012231e70> <p>The aim of this report is to help demystify the GDPR for marketers, disseminate the findings from Econsultancy’s ‘Marketers and the GDPR: Are you Ready?’ survey and provide a clear action plan for how marketing teams can become GDPR compliant. </p> <p>It is critical that marketers understand how the GDPR affects them directly, along with navigating key risks, benefits and changes to workflow. Many of the GDPR’s main principles are similar to those in the current Data Protection Act (DPA) that is based on an EU directive, so if you are complying properly with the current law then most of your approach to compliance will remain valid under the GDPR and can be a useful starting point to build from. However, there are a number of new concepts and developments that you will have to consider for the first time.</p> <p>The report sets out to:</p> <ul> <li>Highlight research findings from Econsultancy’s ‘Marketers and the GDPR: Are you Ready?’ survey</li> <li>Present the views and insights about the GDPR from a range of Data Protection Officers, consultants, trainers, trade bodies and policy and compliance experts</li> <li>Offer actionable insights and guidance to ensure your marketing practices comply with the new rules set out by the regulation and to prepare you on your journey to compliance </li> <li>Answer common questions and clarify misconceptions about the GDPR</li> </ul> <p>The report is based on a survey of over 1,000 client-side and agency-side respondents in the UK.</p> <p>In addition to the survey, a mixture of face-to-face and telephone interviews were conducted with a number of people. Econsultancy would like to thank the following people in particular for their contributions to this report:</p> <ul> <li> <strong>Catherine Armitage</strong>, Senior Manager Public Affairs, Digital Governance Exchange at World Federation of Advertisers (WFA)</li> <li> <strong>Duncan Smith</strong>, Econsultancy trainer and Director of iCompli Limited</li> <li> <strong>Hellen Beveridge</strong>, Privacy Lead at Data Oversight</li> <li> <strong>Micky Khanna</strong>, Founder of Prosults Ltd and GDPRPLAN.com</li> <li> <strong>Richard Merrygold</strong>, Director of Group Data Protection, HomeServe</li> <li> <strong>Ruben Schreurs</strong>, Managing Partner at Digital Decisions</li> <li> <strong>Tim Roe</strong>, Deliverability and Compliance Director, RedEye International Ltd</li> <li> <strong>Yves Schwartzbart</strong>, Head of Policy and Ad Tech, IAB UK</li> <li>Anonymous Data Protection Officer at an insurance company</li> </ul> tag:econsultancy.com,2008:Report/4727 2018-02-26T11:15:00+00:00 2018-02-26T11:15:00+00:00 Marketing in the Dark: Dark Social <p>There is a growing body of evidence to show that consumers are increasingly sharing content privately, for example through messaging apps such as WhatsApp and Messenger, rather than on publicly accessible social networks where brands can more easily listen to, and track, what is being said about them, and what is being shared.</p> <p>The second report in our <em>Marketing in the Dark</em> series, <strong>Dark Social</strong>, explores the impact of this growing phenomenon, and looks at how companies can interact with consumers appropriately and effectively in a world where consumers increasingly like to communicate in private.</p> <p>The research, produced by Econsultancy in partnership with <a title="IBM Watson Marketing" href="https://www.ibm.com/customer-engagement/digital-marketing">IBM Watson Marketing</a>, is based on an extensive survey of more than 1,000 marketers.</p> <p>The key findings of the report are as follows:</p> <ul> <li> <strong>Marketers are underestimating the impact of dark social.  </strong>Only 4% of all those surveyed for this study regard dark social as a top-three challenge, suggesting that most businesses are blissfully ignorant of a growing problem.</li> <li> <strong>More brands must start harnessing technology to mitigate the challenge of dark </strong><strong>social, and to scale their customer interactions. </strong>Even among leaders, defined as companies where marketing teams outperformed against their top business goal over the last year, it is only a small proportion of companies that are using software such as voice technology / interfaces (25%), computer-powered chat on site (23%), computer-powered chat on social media channels and messaging apps (21%) and product recommendations powered by chatbots / AI-powered chat (19%).</li> <li> <strong>Outperforming companies are more likely to be using WhatsApp and similar apps for </strong><strong>AI-powered conversations. </strong>Leaders are significantly more likely than their mainstream counterparts to be using social networks and messaging apps for computer-powered conversations. Outperforming companies are around twice as likely as mainstream organisations to be using the WhatsApp messaging platform (39% versus 20%) to engage in dialogue with consumers.</li> <li> <strong>Companies must continue to prioritise personalisation. </strong>Three-quarters (75%) of ‘leaders’ are personalising conversations based on tone and sentiment, compared to 60% of mainstream companies. While it is important to tailor marketing and messaging to individuals, companies must take the utmost care in how they approach one-to-one marketing. At a time when consumers are becoming more distrustful of brands that routinely collect data about them, marketers should focus on a persona-based approach that allows them to be highly relevant without needing to utilise data that personally identifies people.</li> </ul> tag:econsultancy.com,2008:Report/4716 2018-02-13T12:35:00+00:00 2018-02-13T12:35:00+00:00 Digital Intelligence Briefing: 2018 Digital Trends <p>The <strong>2018 Digital Trends</strong> report, published by Econsultancy in association with <strong><a title="Adobe" href="https://www.adobe.com/uk/experience-cloud.html">Adobe</a></strong>, looks at the most significant trends that will impact companies in the short to medium term.</p> <p>The report is based on a global survey of nearly 13,000 marketing, creative and technology professionals in the digital industry across EMEA, North America and Asia Pacific.</p> <p>As part of this year’s study, we have also identified a number of <strong>top-performing companies</strong> in order to<strong> assess how they are focusing their activities and investments differently compared to their peers</strong>.</p> <p>High-performing companies are those organisations that exceeded their top 2017 business goal by a significant margin, and who have also significantly outperformed their competitors.</p> <p><strong>Key insights</strong> from the research include:</p> <ul> <li>Companies continue to focus on the customer experience (CX), as well as the content required to facilitate this. Organisations committed to CX are shown to outperform their peers.</li> <li>We are entering a ‘design and creativity renaissance’, with top-performing companies recognising the importance of these capabilities to complement data and technology excellence.</li> <li>Investment in technology and related skills is paying dividends, with integrated platforms fast-becoming a prerequisite for success.</li> <li>AI is set to play a growing role in helping marketers to deliver more compelling real-time experiences.</li> </ul> tag:econsultancy.com,2008:Report/4709 2018-02-07T16:09:00+00:00 2018-02-07T16:09:00+00:00 Webinar: What do brands want from their agencies? #<Author:0x0000001230b440> <h2>About the webinar</h2> <p>Hosted by Econsultancy's VP of Research for the US, Stefan Tornquist, and Loren MacDonald, Marketing Evangelist for IBM Watson, the webinar covered findings from our <strong>Partners in Transformation: What brand marketers need from agencies</strong> <a href="https://econsultancy.com/reports/partners-in-transformation-what-brand-marketers-need-from-agencies/">report</a>.</p> <ul> <li>Customer experience - where do brands see their agencies adding value in CX management?</li> <li>Agencies and technology - is there a role for agencies in sourcing, managing and benefiting from advanced marketing technology?</li> <li>The changing relationship - how do brands view their agency relationships today?</li> <li>Brand leaders versus the mainstream - how are the most successful and forward-looking companies thinking about their agency relationships and how does that differ from the mainstream?</li> </ul> <h2> Watch the webinar recording</h2> <p><iframe src="https://player.vimeo.com/video/254694984" width="640" height="360"></iframe></p> tag:econsultancy.com,2008:Report/4705 2018-02-05T18:53:00+00:00 2018-02-05T18:53:00+00:00 The Next Revolution of Search #<Author:0x00000012344a10> <p>How we search is undergoing a sea change. <em>The Next Revolution of Search</em> report, produced in association with Microsoft, explores the shifts taking place at the intersection of marketing and cutting-edge artificial intelligence technology, taking readers through insights from our survey of more than 2500 consumers of search technology.</p> <p>The survey of 2,687 American adults supports insight gleaned from more than 25 interviews with futurists, scientists, and marketing practitioners. <em>The Next Revolution of Search</em> covers privacy issues in an unprecedented future, how new technologies will affect consumer attitudes, the skills marketers will need to learn, and other areas of concern for marketers over the next decade. Key findings include:</p> <p>1.       <strong>Search will become ubiquitous</strong>. From improved mobile assistants, to electronic aids that predict which products we will want and order them without human input, “search,” in one form or another, will pervade modern life. While many technologies remain in their nascent stages of development, nearly 80 percent of consumers report that having a personal digital assistant to find products for them would be “incredibly useful.”</p> <p>2.       <strong>Automatic buying will entrench the incumbents.</strong> As machines take on more of the mundane, former marketing opportunities in things like restocking a pantry will close themselves to new brands. Branding will grow in importance as a marketers scramble to intrude on the buying habits of consumers who spend less time thinking about what brand of toothpaste to buy.</p> <p>3.       <strong>Good news:</strong> <strong>marketing’s investment in data was a wise move.</strong> Marketers may not have the know-how or manpower to make use of their mountains of data, but machines soon will.</p> <p>4.       <strong>Bad news:</strong> <strong>marketing will become a job for machines. </strong>The flip-side of big data’s future usefulness is the technology making it useful; marketing is projected to become less of an art, and more of a science, as machine learning positions computers to be the only things capable of organizing the overwhelming number of data inputs already facing marketers today.</p> <p>5.       <strong>Assistant competition is heating up;</strong> <strong>pay attention to who’s winning it</strong>. As the technological capabilities of things like Siri, Cortana, and Amazon’s echo (hello, Alexa) improve, consumption of these products will grow, and services may expand or narrow their focus to accommodate different markets. E-commerce assistants may become general assistants, and the dominant organizations spearheading the revolution in digital assistance may face upstart competition. Shares in the market will shift, grow, and shrink. Marketers need to keep a finger in the air to be sensitive to which way the wind blows.</p> <p>Download a copy of the report to learn more.</p> tag:econsultancy.com,2008:Report/4707 2018-02-05T11:00:00+00:00 2018-02-05T11:00:00+00:00 Putting Video in Context for 2018 <p>As online video consumption has rocketed in recent years, we have witnessed a continued diversification of ad formats.</p> <p>Advertisers and publishers now benefit from myriad ways to engage consumers via video content, including <strong>new contextual opportunities provided by the emerging formats of video inventory on offer</strong>. Formats alone are not enough to improve effectiveness, the environment in which the video is placed is crucial.</p> <p>This report, published in association with <a title="video intelligence" href="https://vi.ai/">video intelligence</a>, makes the case for increasing the <strong>use of online video in advertising campaigns</strong>, emphasises the <strong>importance of context</strong> and provides <strong>recommendations on what to consider to make contextual video advertising a success</strong>.</p> <p>2018 will see video come to the forefront of online advertising. Now commonplace on both desktop and mobile social platforms, video advertising will break out of the in-stream norm and appear alongside editorial content in slick, non-intrusive formats. Given the popularity of the media, with video becoming the favoured way to consume content, getting advertising right on this channel will result in demonstrable engagement and returns.</p> tag:econsultancy.com,2008:Report/4702 2018-01-30T10:53:00+00:00 2018-01-30T10:53:00+00:00 SEO in 2018: Industry Experts Tell Marketers What They Need to Know #<Author:0x000000123c7e10> <p>This new trends report is aimed at helping <strong>SEO practitioners and marketers</strong> optimise their SEO efforts in 2018. It tackles each of the most important <strong>future SEO trends</strong> from a number of angles, but without ignoring the topics that, according to the experts we interviewed, may be overlooked. The report is structured in two main parts:</p> <p><strong>SEO trends in 2018</strong> considers the important issues SEO practitioners need to think about in 2018 as well as the direction taken by travel search engines and SEO in general.</p> <p><strong>Priorities for SEO in 2018</strong> features suggestions on what to prioritise in 2018, including on-site search, topical, local and mobile SEO and where SEO capabilities should sit within organisations.</p> <p>This guide has been authored by <strong>Steffan Aquarone</strong>, and features insights from a team of industry experts, including:</p> <ul> <li> <strong>Ben Acheson</strong>, angel investor and former head of SEO</li> <li> <strong>Colin Woon</strong>, Head of SEO, Barclaycard Business</li> <li> <strong>Kevin Gibbons</strong>, Co-Founder, BlueGlass</li> <li> <strong>Jeremy Spiller</strong>, speaker and trainer</li> <li> <strong>Marcus Hemsley</strong>, Creative Director, Fountain</li> <li> <strong>Paul Rice</strong>, founder, Ricemedia</li> </ul> tag:econsultancy.com,2008:Report/4701 2018-01-26T08:18:31+00:00 2018-01-26T08:18:31+00:00 Baidu: The Gateway to China's Online Communities <p>Baidu is China’s most popular search engine, and is a part of the larger entity Baidu, Inc. Established in 2000, Baidu, Inc is one of the leading internet service companies in China and has been commonly referred to as China’s answer to Google. Baidu’s most successful service, Baidu Search, is the second largest search engine in the world with 665 million monthly active users as of December 2016.</p> <p>In this report, we describe some of Baidu's initiatives, services and features, and explore some of its innovations.</p> <h2><strong>What you'll learn</strong></h2> <ul> <li>An overview of Baidu's services and platforms</li> <li>Baidu's marketing and ad platforms</li> <li>New developments and innovations of Baidu</li> </ul> tag:econsultancy.com,2008:Report/4695 2018-01-19T16:36:00+00:00 2018-01-19T16:36:00+00:00 Opportunities and Challenges for Marketers in 2018 <p>The 2018 Opportunities and Challenges report, produced by Econsultancy, examines digital trends, opportunities and challenges shaping the approach of marketers.</p> <p>The report reflects the Research team’s thoughts on what should be on marketers’ radar and is based on our exposure to and knowledge of the industry. </p> <p>The report provides some high level thinking on:</p> <ul> <li>Customer Experience</li> <li>Trust, Transparency and Brand Safety</li> <li>Blockchain</li> <li>Data privacy and the GDPR</li> <li>Internet of Things / Wearables</li> <li>AI Use Cases for Marketing</li> <li>Visual and Voice Search</li> <li>Amazon</li> </ul> <p>Econsultancy is planning to follow up on these topics during 2018 and will publish in-depth reports about most of these topics. </p> tag:econsultancy.com,2008:Report/4689 2018-01-18T10:50:00+00:00 2018-01-18T10:50:00+00:00 Ecommerce Performance <p>The <strong>Ecommerce Performance</strong> report, produced by Econsultancy in partnership with <a title="Conversion.com" href="https://conversion.com/">Conversion.com</a>, explores <strong>the extent to which organisations use experimentation to improve ecommerce performance</strong>, looking at ecommerce strategies, approaches used to identify and address issues, and barriers to delivering an optimal ecommerce experience.</p> <p>The research is based on a survey of more than 400 ecommerce professionals.</p> <p>While growth in online sales continues in a seemingly unabated fashion, the world of ecommerce is becoming more and more competitive, with established brands generally having got their act together, and more disruptive start-ups coming up with innovative and compelling propositions.</p> <p>Against this backdrop of opportunity and competition, the report explores <strong>the</strong> <strong>importance of improving and maintaining ecommerce performance through experimentation</strong>. </p> <p>The <strong>key findings</strong> from the research can be summarised as follows:</p> <ul> <li>Ecommerce goes from strength to strength, but is becoming more competitive.</li> <li>Companies strive for a strategic approach to ecommerce, but capability gaps are evident.</li> <li>Experimentation is recognised as the bedrock of performance optimisation, but there is a gap between expectations and reality.</li> <li>Companies will need support to realise their ambitions around personalisation as resource is focused on getting the basics right. </li> <li>A failure to quantify checkout abandonment is losing companies significant sums of potential revenue.</li> <li>Complexity and technical shortcomings are among the most significant barriers to progress.</li> <li>Conversational commerce and AI for personalisation are very much on the radar.</li> </ul> <p>The report also makes <strong>five main recommendations for companies seeking to improve ecommerce performance through experimentation</strong>.</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/4688 2018-01-10T02:08:21+00:00 2018-01-10T02:08:21+00:00 Understanding WeChat: An Overview of China’s Social, Payment and Messaging Giant <p>With 902 million daily logged in users sending 38 billion messages daily, WeChat is China's social networking platform of choice. It has evolved into a one-stop shop for the everyday needs of the Chinese, enabling them to socialize, make payments, shop online for luxury goods, and search for relevant information while travelling - all without leaving WeChat.</p> <p>In this briefing, we provide an overview of WeChat, some of its unique features and services, and explore innovations within its ecosystem.</p> <h2><strong>What you'll learn</strong></h2> <ul> <li>An overview of the features and services that WeChat offers</li> <li>How WeChat has revolutionized business in China</li> <li>The evolution of WeChat Pay and its commitment to internationalization</li> <li>New developments and innovations of WeChat</li> </ul> tag:econsultancy.com,2008:Report/4687 2018-01-08T11:10:00+00:00 2018-01-08T11:10:00+00:00 Marketing in the Dark: Dark Data <p>This first report in our <em>Marketing in the Dark</em> series, <strong>Dark Data</strong>, explores the extent to which companies are able to harness data for their marketing programmes, with a focus on what ‘leaders’ are doing compared to their ‘mainstream’ counterparts.</p> <p>The research, produced by Econsultancy in partnership with <a title="IBM Watson Marketing" href="https://www.ibm.com/customer-engagement/digital-marketing">IBM Watson Marketing</a>, is based on an extensive survey of more than 1,000 marketers.</p> <p>The key findings of the report are as follows:</p> <ul> <li> <strong>A strategic approach to data is crucial. </strong>More than half (55%) of responding companies are ‘beginning to develop a strategy’, and a further 16% say they ‘have just implemented a strategy’. In contrast, only 13% of research participants say they have a ‘comprehensive strategy’.</li> <li> <strong>The growing role of artificial or 'augmented' intelligence. </strong>Most leaders (57%) are likely ‘to include AI in (their) marketing strategy over the next 12-18 months’, almost double the equivalent percentage for mainstream companies (29%).</li> <li> <strong>Actioning customer insights. </strong>Sixty percent of companies surveyed this year profess to be either ‘excellent’ (11%) or ‘good’ (49%) at this, compared to only 46% of companies in 2016, when we asked the same question as part of <a title="The New Marketing Reality" href="https://www.econsultancy.com/reports/the-new-marketing-reality"><em>The New Marketing Reality</em></a> research.</li> <li> <strong>Leaders are using more data sources. </strong>There is a correlation between the number of first-party and third-party data sources analysed by a company, and their ability to exceed their marketing goals.</li> <li> <strong>Technology is failing companies trying to deal with CX complexity. </strong>The complexity of customer experience/number of touchpoints – cited as a top-three challenge by 46% of respondents – is regarded as the most significant technical challenge impeding companies trying to get a more joined-up view of customer journeys.</li> <li> <strong>The need to balance personalisation and data privacy. </strong>More than half (51%) of respondents say they are ‘advanced’ or ‘intermediate’ in their personalisation approach to known customers, compared to just over a third (37%) who claim this level of sophistication in their marketing to unidentified prospects.</li> </ul> tag:econsultancy.com,2008:Report/1980 2018-01-01T00:00:00+00:00 2018-01-01T00:00:00+00:00 Digital Intelligence Briefings Econsultancy <h3>Download the latest Digital Intelligence Briefing (2018 Digital Trends) <a title="Digital Intelligence Briefing: 2018 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2018-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="https://www.adobe.com/uk/experience-cloud.html">Adobe</a>.</p> <p><strong>2018</strong></p> <ul> <li><a title="Digital Intelligence Briefing: 2018 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2018-digital-trends/">2018 Digital Trends</a></li> </ul> <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> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Financial Services and Insurance" href="https://econsultancy.com/reports/2017-digital-trends-in-financial-services-and-insurance/">2017 Digital Trends in Financial Services and Insurance</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Retail" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-retail/">2017 Digital Trends in Retail</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in B2B" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-b2b/">2017 Digital Trends in B2B</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in the Technology Sector" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-technology/">2017 Digital Trends in the Technology Sector</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in South Africa" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-south-africa/">2017 Digital Trends in South Africa</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Media and Entertainment" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-media-and-entertainment/">2017 Digital Trends in Media and Entertainment</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Healthcare and Pharma" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-healthcare-and-pharma/">2017 Digital Trends in Healthcare and Pharma</a></li> <li><a href="https://econsultancy.com/reports/2017-digital-trends-in-it/">2017 Digital Trends in IT</a></li> </ul> </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: Thomas Liou , +1 212 971 0631</li> <li>APAC: Jefrey Gomez, +65 6653 1911</li> </ul> tag:econsultancy.com,2008:Report/4681 2017-12-12T15:06:00+00:00 2017-12-12T15:06:00+00:00 The Modern Marketing Model (M3) Webinar #<Author:0x0000001258dee8> <h2>About this webinar</h2> <p>The webinar presents Econsultancy’s new framework for marketing, which updates classic models like the 4Ps to fuse both digital and classic marketing under a single, unified model: the Modern Marketing Model (M3).</p> <p>Ashley Friedlein, Econsultancy’s founder, explains how M3 can help you inform the role and remit of the marketing function within your business.</p> <h3> <strong><br>Key insights</strong>:</h3> <ul> <li>Understand the M3 model - how will the marketing and digital teams of the future will look</li> <li>What should you be doing now to get ready for this new way of working?</li> <li>What skills and competencies are required of a modern marketing structure?</li> <li>Download the <a href="http://econsultancy.com/mappingtool">Modern Marketing Mapping Tool</a> to help define the scope and structure of your future marketing teams.  </li> </ul> <p><strong>Questions?</strong> Just contact: subs.support@econsultancy.com.</p> <h2>Webinar recording</h2> <p><iframe src="https://player.vimeo.com/video/246973678" width="800" height="400"></iframe></p> tag:econsultancy.com,2008:Report/4669 2017-12-06T15:48:00+00:00 2017-12-06T15:48:00+00:00 Digital Trends in the Travel and Hospitality Sectors #<Author:0x00000012954888> <p>The <strong>Digital Trends in the Travel and Hospitality Sectors</strong> report, produced by Econsultancy in partnership with <a href="http://www.adobe.com/uk/marketing-cloud.html">Adobe</a>, examines digital trends and evolving customer experience shaping the approach of digital marketers in the travel and hospitality sectors.</p> <p>The research is based on a Q3 2017 global survey of more than 600 senior digital marketing and ecommerce executives, with respondents from online travel agencies, transportation companies, hospitality organizations and restaurants. </p> <p>The report contrasts the four key sub-vertical respondents.</p> <h2>Key themes emerging from the research include:</h2> <ul> <li> <strong>Customer experience dominates </strong>the priorities of marketing executives in travel - it's rated even more highly than customer acquisition in a ranking of business priorities for the next year.</li> <li> <strong>Mobile experience/analytics </strong>is the top area of technology investment. Mobile sales are growing at breakneck pace, changing the marketing calculus for the next few years as executives scramble to figure out ways to translate the customer journey to an increasingly mobile experience.</li> <li> <strong>First-party data is underutilized</strong>, while more than half of all orgs are effective at collecting first party data, a much smaller share is taking full advantage of what it has to offer. Integration between third (and even second) and first-party data is a further challenge many companies encounter.</li> <li> <strong>Data security is a top concern </strong>for programmatic-buying organizations across verticals. Travel and hospitality organziations do a good job of collecting first-party data, but aren't optimizing its use in programmatic campaigns, often due to concern over how to keep used data secure.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4653 2017-11-13T17:17:00+00:00 2017-11-13T17:17:00+00:00 Lush: A Fresh Approach to Customer Experiences <p>This report considers handmade cosmetics business Lush. It focuses on how the company’s <strong>embrace of social</strong>, new tech and <strong>ecommerce platform</strong> have enabled its rise and established it as one of the UK’s most loved brands.</p> <p>The brand is characterised by its commitment to making beauty products with natural, ethically sourced ingredients that are not tested on animals. This approach has resonated with a <strong>new generation of customers</strong>, resulting in increased sales and profit. </p> <p>For a business that reportedly doesn't invest in global advertising, this is an impressive accomplishment. How did this independent brand reach such heights in such a short amount of time? This report considers Lush's <strong>'un-marketing' philosophy</strong> and takes a look at what lessons retailers can learn from the brand's approach to content and social.</p> <h2>What you'll learn</h2> <ul> <li>How Lush maintains its strong brand identity and engages a new generation of shoppers with social media</li> <li>Lessons retailers can learn from Lush’s ecommerce platform and content strategy</li> <li>How the brand’s investment in new technology aims to bridge the gap between the online and offline customer experience.</li> </ul> tag:econsultancy.com,2008:Report/4639 2017-10-30T12:00:00+00:00 2017-10-30T12:00:00+00:00 Ecommerce Best Practice Guide #<Author:0x000000129d2bc0> <p>This new <strong>Ecommerce Best Practice Guide</strong> is designed for ecommerce managers and marketers looking to review their existing ecommerce strategy or to help create ecommerce propositions. Based on the main approaches that support best practice in ecommerce – <strong>upfront analysis, planning and site design</strong> – the report includes practical tips to help maximise results. The report covers the entire customer journey, from when a visitor arrives on the site to when they've completed a purchase.</p> <p>A section on <strong>performance and optimisation</strong> shows marketers how to monitor their campaign performance, and make tweaks to projects in order to meet organisational goals.</p> <p>The report also features a comprehensive guide to ecommerce <strong>platform architecture</strong>, with a look at the hardware and operating systems available so that ecommerce managers can select the right components for their <strong>technology stack</strong>.</p> <p>This guide has been authored by <strong>Steffan Aquarone</strong>, and features insights from a team of industry experts, including:</p> <ul> <li> <strong>Paula Abasolo</strong>, Head of Operations and Infrastructure, Dobell</li> <li> <strong>David Kohn</strong>, Customer &amp; Ecommerce Director, Heal's</li> <li> <strong>Isabel Mack</strong>, Chief Product Owner (eCommerce), Iglu.com</li> <li> <strong>Steve Mills</strong>, Director, Green Snow Online Fulfillment</li> </ul> <p><iframe src="https://player.vimeo.com/video/240821291" width="640" height="360"></iframe></p> tag:econsultancy.com,2008:Report/4622 2017-10-23T12:00:00+01:00 2017-10-23T12:00:00+01:00 B2B Digital Transformation #<Author:0x00000012a48aa0> <p>The<strong> </strong><strong>B2B Digital Transformation: Leading brands share their insights </strong>report aims to explore the challenges B2B companies are facing as they drive forward digital transformation in their own organisations and highlights a number of different approaches these companies are taking.</p> <h2>Methodology</h2> <p>We carried out a series of in-depth interviews with senior executives from B2B companies and agencies to understand how companies in this sector are responding to different opportunities and challenges.</p> <p>Companies interviewed include: Arkadin Cloud Communications, Work with Agility, Atos, British Gas, Fuji Xeorx, IBM, Ogilvy APAC, OppenheimerFunds, Oracle Marketing Cloud, Salesforce, Slater and Gordon Lawyers and Velocity Partners.</p> <p>We also looked at sector-specific data from our <a title="Digital Intelligence Briefing: 2017 Digital Trends in B2B" href="https://www.econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-b2b">2017 Digital Trends in B2B report</a>.</p> <h2>What you'll learn </h2> <p>Digital transformation is not only redefining how businesses connect with customers, it's redefining business models, the way they deliver value and how they make money. With more and more services being mediated through technology, and an increasing share of revenue being made online, there is little doubt that B2B organisations need to embrace digital transformation and give it strategic importance.</p> <p>You will learn:</p> <ul> <li>How the focus on digital is changing within B2B companies. </li> <li>Making the customer experience matter is a major focus for B2B companies. </li> <li>Driving insights is a priority, with the future of marketing considered to be around data.</li> <li>Driving a cultural change that supports digital transformation is essential.</li> </ul> <h2>You'll discover: </h2> <ul> <li>How digital priorities are rising higher on the agenda as companies encourage a move towards thinking digital first and creating journey-based experiences. </li> <li>How companies are focusing on putting the customer at the heart of everything and identifying how to enhance the experience and develop a deeper understanding of the customer decision journey. </li> <li>The ways in which B2B companies are moving towards a more data-driven approach, focusing on insights to support the buyer journey.</li> <li>The ways in which companies are driving a cultural change that supports digital transformation and a continuous change type of culture.</li> <li>How companies are adopting new ways of working and working towards digital first. </li> <li>A greater push for alignment and collaboration between marketing and sales.</li> <li>Key ingredients to drive success highlighted by those interviewed.</li> </ul> <p>Download a copy of the report to learn more.</p> <p>A <strong>free sample</strong> is available for those who want more detail about the report and its content.</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><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 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>EMEA: +44 (0)20 7269 1450</li> <li>APAC: +65 6653 1911</li> <li>Americas: +1 212 971-0630</li> </ul> <p><iframe src="https://www.youtube.com/embed/2q_lWLm5qtg?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:Report/1217 2017-10-16T15:00:00+01:00 2017-10-16T15:00:00+01:00 Email Marketing Best Practice Guide #<Author:0x00000012a89c58> <h2>About this guide</h2> <p>This year’s <strong>Email Marketing Best Practice Guide</strong> sees the original 2014 version rewritten to reflect changes in email marketing over the past 18 months. The strategic sections are organised around ‘pillars’, with new techniques and approaches mentioned throughout. Charts, surveys and case studies have been updated and incorporate the results of <strong>Econsultancy’s <a title="Email Marketing Industry Census 2017" href="https://econsultancy.com/reports/email-census" target="_self">Email Marketing Industry Census 2017</a></strong>.</p> <p>Given the ongoing significance of email to most organisations, sections of this guide will be relevant to CEOs and MDs; CMOs and Marketing Directors; FDs and data analysts; brand, content, digital, social, online and ecommerce managers; producers, creatives, and strategists as well as owners in editorial, PR, marketing and customer service departments.</p> <p>This latest version of the guide contains notably more about the technology of email than ever before – including themes such as <strong>Artificial Intelligence and automation</strong> – as well as contributions from expert practitioners throughout. The report also covers the <strong>General Data Protection Regulation</strong>, and how marketers may have to adapt their email marketing strategies to ensure they comply with the new regulation. </p> <p>The report has been created so that marketers can either review their existing email strategy or build a comprehensive email marketing strategy from scratch, by focusing on the following strategic pillars:</p> <ul> <li>Aims and goal setting</li> <li>Segmentation and targeting</li> <li>Communications strategy</li> <li>Copywriting</li> <li>Layout and creative</li> <li>Testing and optimisation</li> </ul> <p>The report also includes a ‘Quick Start’ guide for readers who are looking for short, immediately actionable steps, each set of suggestions tailored to a different level of experience:</p> <ul> <li>Before you start email marketing</li> <li>Intermediate level</li> <li>Refresher tactics for advanced email marketers</li> </ul> <h2>Contributors and reviewers</h2> <p>This report has been updated by <strong>Natalie Rockall</strong> and <strong>Steffan Aquarone</strong>. Natalie is a commercially minded email marketing expert with more than 14 years’ marketing experience. Qualified with the Chartered Institute of Marketing and the Institute of Direct and Digital Marketing, Natalie is also founder of Eleven11 Digital.</p> <p>Steffan leads Econsultancy's Best Practice Report programme. He is a digital entrepreneur and speaker who has trained big brands and spoken around the world on innovation, entrepreneurship and digital marketing.</p> <p>This report builds on a 2014 version, which was authored by <strong>Dave Littlechild</strong>. A founding member of email marketing software provider Adestra, Dave has been at the cutting edge of email marketing for more than a decade.</p> <p>Natalie and Steffan have put together this updated report with the aid of an expert team of contributors who have kindly given their time and effort to producing this guide. Contributors to this report include:</p> <ul> <li> <strong>Alice Cornell</strong>, Director of Email Deliverability, Change.org</li> <li> <strong>Catherine Loftus</strong>, Senior Marketing Manager, TrustedHousesitters</li> <li> <strong>Nick Crawford</strong>, Interim Head of eCRM, Travelodge</li> <li> <strong>Rachel Whitter</strong>, Email Channel Manager, RSPB</li> </ul> tag:econsultancy.com,2008:Report/4623 2017-10-11T10:00:00+01:00 2017-10-11T10:00:00+01:00 Conversion Rate Optimization Report 2017 <p>This is the ninth annual <strong>Conversion Rate Optimization Report</strong>, in association with <strong><a href="http://www.redeye.com/">RedEye</a></strong>.</p> <p>The research, based on an online survey of more than 800 digital marketers and ecommerce professionals, 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, which has been updated for this year's report.</li> <li>The six key factors contributing to CRO success.</li> </ul> <h2><strong>Key findings</strong></h2> <ul> <li>Importance of CRO is widely acknowledged, fueled by a need for continued improvements.</li> <li>Complex testing continues to be the preserve of the few.</li> <li>Personalization challenges are preventing uptake.</li> <li>Responsibility for CRO is shared, requiring a structured approach.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4615 2017-10-06T13:57:00+01:00 2017-10-06T13:57:00+01:00 Trends, Technology and the Impact of Data in Media and Entertainment #<Author:0x00000012c4a470> <p><strong>Trends, Technology and the Impact of Data in Media and Entertainment</strong>, produced in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, explores the state of the sector's digital transformation in light of the data revolution, cloud computing and disruptive change in consumer behavior.</p> <p>The report is based on a survey of 285 executives in media and entertainment. It examines <strong>digital trends, technological innovation and the progress of digital transformation</strong> as respondents' organizations attempt to stay abreast of the sector's evolution.</p> <p>Given the necessity to adapt to the digital and mobile shift, respondents have been grouped by their relative states of digital transformation, based on responses to questions on the availability of digital data, analytics resources and technology utilization. Companies at each end of the spectrum, the <em>transformed</em> and the <em>traditional, </em>each make up roughly 20% of the total sample. This distinction is helpful in evaluating where the industry is today and where it's headed.</p> <p>Key trends:</p> <ul> <li>Advertiser need for nuanced performance data</li> <li>Publisher focus on capability, segmentation and addressability</li> <li>Technology and replatforming</li> <li>Consumer trends</li> </ul> <p>While mobile remains chief among consumer trends affecting media and entertainment, competition for consumers' attention from new content and channels has emerged as a significant obstacle in the way of average and traditional companies attempting a digital transformation.</p> <p>You'll also discover:</p> <ul> <li>How do different technology approaches affect the usability and visibility of marketing data?</li> <li>Which KPIs are emerging or receding, and which matter most to forward-leaning companies?</li> <li>What is the disconnect between the priority of replatforming and staffing for the future?</li> <li>What are the top product initiatives for 2017/2018?</li> <li>What are the key drivers of technology replatforming and are companies hitting their marks?</li> </ul> tag:econsultancy.com,2008:Report/4579 2017-10-04T13:10:00+01:00 2017-10-04T13:10:00+01:00 The State of Marketing Attribution 2017 <p>Econsultancy's second <strong>State of Marketing Attribution</strong> report, produced in association with <a href="https://www.adroll.com/en-GB/">AdRoll</a>, seeks to establish current adoption levels, confidence in usage and the effectiveness of different attribution methods used by companies.</p> <p>It also focuses on the skills required for success and the barriers to effective use of modelling.</p> <p>The report is based on an online survey of almost <strong>1,000 practitioners from Europe, North America and Asia Pacific</strong>.</p> <p>With comparisons between North America, Europe, Japan and Australia throughout the report, the study builds on last year’s research which was predominantly focused on the European perspective.</p> <h2>Key findings</h2> <ul> <li> <strong>Current usage and confidence in attribution.</strong> There has been an uptick in usage of marketing attribution since last year, reflecting increased recognition about the role this discipline can play in helping companies to achieve their business goals. Despite this increased usage, there is still a lack of confidence in the marketplace surrounding the use of marketing attribution and related technology.</li> <li> <strong>Types of attribution.</strong> Many companies are still using simplistic attribution models which are limiting their ability to make the best possible decisions for their businesses.</li> <li> <strong>Technology used for attribution.</strong> Organisations have become less confident in the ability of their technology to support their attribution-related requirements, despite the increased availability of software in the marketplace.</li> <li> <strong>Attribution challenges.</strong> Companies are more likely to blame technology limitations and disparate data this year, and less likely to blame a lack of time.</li> <li> <strong>Impact of attribution. </strong>Optimisation of the media mix is the number one attribution goal for 2017, overtaking understanding of the customer journey which was the key objective in 2016.</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/4603 2017-09-27T10:00:00+01:00 2017-09-27T10:00:00+01:00 Top 100 Digital Agencies Report 2017 <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> <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> <h2>Report features</h2> <ul> <li>Fourteen 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 six most influential people, nominated by the entrants to the Top 100.</li> <li>Profiles of the Top 100 digital agencies, including information such as business split between digital marketing channels, contact details and a list of key clients</li> <li>Seven case studies of agencies demonstrating digital excellence across four distinct categories: strategy, process, people and technology</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 2017.</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 2018.</strong></h4> tag:econsultancy.com,2008:Report/4604 2017-09-26T14:50:00+01:00 2017-09-26T14:50:00+01:00 Paid Social Media Advertising #<Author:0x0000001253e0f0> <p>Econsultancy's <strong>Paid Social Media Advertising Best Practice Guide</strong> provides an overview of the major social media channels and the most pressing considerations for marketers looking to generate the most value from social media advertising.</p> <p>The guide provides a <strong>summary of the main self-serve advertising options</strong> on these channels, and outlines some of the premium options available to marketers when <strong>developing a strategic approach to social media marketing</strong> and communications.</p> <p>It has been written to complement Econsultancy's <a href="https://econsultancy.com/reports/social-media-best-practice-guide">Social Media Strategy Best Practice Guide</a>, <a href="https://econsultancy.com/reports/social-media-platforms-overview">Social Media Platforms Overview</a> and <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">Paid Search Best Practice Guide</a>.</p> <h2>Topics covered</h2> <p>The report covers the following topics:</p> <ul> <li>Paid Social Media Advertising Basics</li> <li>Planning and Strategy for Paid Social Media</li> <li>Ad Creative and Copy Strategy</li> <li>Platform Strategy</li> <li>Managing Paid Social Media Advertising</li> <li>Tools</li> <li>Optimisation</li> <li>Managing Data</li> <li>Additional Challenges</li> <li>Measurement and Evaluation</li> </ul> <h2>Contributing authors</h2> <p>This guide was created by Michelle Goodall, a consultant with more than 18 years' experience offering digital transformation and social media strategy advice to B2B and B2C organisations, both client and agency side. The guide also features input and insights from the following practitioners:</p> <ul> <li>Christie Burnum – VP, Group Manager, Paid Media, Ketchum</li> <li>Debra Forman – President, Ketchum Digital</li> <li>Joanna Halton – Director and Founder, Jo &amp; Co.</li> <li>Andrew Hood – Managing Director, Lynchpin Analytics</li> <li>Paul Kasamias – Head of Performance Media, Starcom|Performics</li> <li>Dave Lowe – Paid Media Manager, Regital</li> <li>Oscar Romero – Head of Performance Media, Spark Foundry</li> <li>Becky Steeden – Social Media Manager, RNLI</li> </ul> tag:econsultancy.com,2008:Report/4605 2017-09-26T14:23:00+01:00 2017-09-26T14:23:00+01:00 Social Quarterly: Q3 2017 <p>The <strong>Social Quarterly</strong> is a series of presentations by Econsultancy, which curate the latest trends, developments and statistics in social media. The reports focus on distilling the most recent data and trends, aiming to provide a guide to what's happening now in social media and what you should be keeping an eye on.</p> <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 integrated 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><strong>This edition of Social Quarterly includes </strong>Facebook’s introduction of new fundraising tools, including the ‘Donate’ button, LinkedIn’s new ‘Audience Network’, a look at Instagram’s updates to Stories and Facebook’s new ‘Watch’ button, amongst other innovations.</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/4597 2017-09-26T13:05:00+01:00 2017-09-26T13:05:00+01:00 The Modern Marketing Model (M3) #<Author:0x00000012e6b150> <p>The increase in new channels and technologies has dramatically changed the environment in which marketers operate. But the way in which marketing is taught, understood and operates has not really changed. This is not sustainable. We need <strong>a new unifying framework as a reference for what marketing has become</strong>.</p> <p>Alongside this need for a framework, there are <strong>new requirements for marketing competencies and capabilities</strong> around domains of expertise like data and analytics, customer experience, content, multichannel and personalisation, which are neither properly understood nor being met. This is acknowledged in the marketing industry but not reflected in any definitive model.</p> <p>Due to these changes and the rise of digital, <strong>the marketing function is going through an existential crisis</strong>: it is not clear on its own remit, does not know what skills it needs or how to organise itself and struggles to resolve a dislocation not only in how it interacts with other business functions but within itself with 'digital' vs 'traditional' schisms.</p> <p>In 2013, we launched the <a title="Introducing the Modern Marketing Manifesto" href="https://econsultancy.com/blog/62574-introducing-the-modern-marketing-manifesto">Modern Marketing Manifesto</a> articulating our belief that the marketing discipline should embrace digital and classic marketing.</p> <p><strong>The Modern Marketing Model (M3)</strong> now creates a new framework for applying this thinking within organisations. The Modern Marketing Model is a unifying force which fuses digital and classic marketing into one future-facing framework. This informs marketing’s remit, required competencies and organisational design. <strong>M3 defines marketing in the digital age.</strong></p> <p>This report is free to download for Econsultancy subscribers and registered users.</p> tag:econsultancy.com,2008:Report/4584 2017-09-06T21:29:00+01:00 2017-09-06T21:29:00+01:00 International Content: Monetizing Global Content Assets and Measuring Success #<Author:0x00000013221f38> <p>The <strong>International Content: Monetizing Global Content Assets and Measuring Success </strong>report examines the views of brand-side marketers on the management of international content.</p> <p>This research, conducted by Econsultancy in partnership with <strong>Lionbridge LLC</strong>, is based on a sample of more than 270 executive-level marketers across a variety of international businesses. Respondents' organizations reported an average of $1 - 5 billion in 2016 revenue.</p> <p>The report explores ways in which high-performing organizations govern their international content to improve global brand positioning and increase revenue. The survey contrasts leaders' methods with those of the mainstream to give the reader a better understanding of successful approaches to global content management, and the challenges those taking these approaches encounter.</p> <p>As globalization accelerates, industry leaders tend to centralize control of their global content; <strong>72% of leaders describe their governance of global content as either "very tightly controlled at a global level, with no local autonomy," or "tightly controlled, with some local autonomy."</strong></p> <p>Naturally, localization is a challenge for larger international organizations that tend to have more rigidly defined content strategies than companies in the more ad-hoc mainstream.</p> <p>However, leaders are trying to change this; <strong>twice as many leaders are planning to extend the number of markets in which they have a web presence as their mainstream peers.</strong></p> <p>Standing out among the challenges organizations face in seeking to grow the number of local markets in which they operate are technology, industry compliance, and limited undestanding of ROI within the organization. <strong>Leaders are more than twice as likely as their mainstream peers to report "industry compliance" as the chief obstacle to localized expansion, while the mainstream reports "lack of business case / limited understanding of ROI" at twice the rate of high-performers.</strong></p> <p><strong>Still, everyone struggles with establishing a global governance framework.</strong> While leaders are unsurprisingly better in this regard, <strong>roughly a fifth of both performance groups report it being the main barrier to their organizations' expansion efforts.</strong></p> <p>Findings include:</p> <ul> <li>Nearly two-thirds of leaders (65%) believe that internationalization of content is 'critical for creating a global brand,' compared to only 35% of mainstream respondents. There is broad consensus among leaders that carefully planned international content is integral to digital transformation and the overall customer experience.</li> <li>More than half (54%) of leaders believe their budgeting for international websites is 'very much based on a quantifiable understanding of the likely revenue uplift.' They are similarly likely to report that they have portioned off budget for content internationalization (60%).</li> <li>Leaders are more than four times as likely as the mainstream to have clear ownership of content within their businesses.</li> <li>Among leaders, control of content within the business itself lies with product teams twice as often as it does with the product teams of the mainstream (35% versus 15%, respectively), and with analysts at about the same rate (46% for leaders versus 23% for the mainstream).</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4583 2017-09-05T12:42:00+01:00 2017-09-05T12:42:00+01:00 Snapchat: How brands are getting creative on the service <p><em>Snapchat: How brands are getting creative on the service</em> looks at how leading brands are using image sharing and messaging service Snapchat in <strong>creative and pioneering ways</strong>.</p> <p>Launching in 2011, Snapchat now has more than 166m daily active users, and is particularly popular among younger users (Generation Z and millennials). This, along with its <strong>highly visual interface and storytelling tools</strong>, make the mobile-first platform attractive to marketers looking to <strong>engage younger audiences</strong>.</p> <p>This report offers valuable insight into just some of the ways marketers can use Snapchat's features, and should give some indication of the importance of <strong>'mobile moments'</strong> to marketing and engagement in the future.</p> <h2><strong>What you'll learn</strong></h2> <ul> <li>About River Island’s use of location-based in-store filters</li> <li>How the Electoral Commission used the service in an attempt to drive registrations among young voters</li> <li>About Marriott’s foray into creating ‘Snapisodes’</li> <li>How luxury fashion house Burberry has experimented with offering exclusive Snapchat content</li> </ul> tag:econsultancy.com,2008:Report/4581 2017-09-05T10:33:00+01:00 2017-09-05T10:33:00+01:00 Adidas: New rules of social engagement <p><em>Adidas: New rules of social engagement</em> is part of a series of brand strategy briefings examining the marketing strategies and tactics of the most popular and searched-for brands. As part of this series, Econsultancy curates a selection of brand case studies and stories to help you improve your modern marketing efforts.</p> <p>Adidas understands the need for existing and new customers to have <strong>meaningful experiences</strong>, whether they are coming to the brand from a fashion perspective or with a more serious interest in health and fitness. To engage these different types of <strong>digitally agile customers</strong>, adidas crafts <strong>social campaigns both across visible platforms and dark networks</strong>, which we consider in this Brand Strategy Briefing.</p> <h2><strong>What you'll learn</strong></h2> <ul> <li>Insight from adidas’ VP of Digital Strategy and Delivery, Joseph Godsey, on how the brand is creating valuable customer experiences via social</li> <li>Adidas’ recent activity using dark social</li> <li>How the brand is combining chatbot technology with Facebook Messenger to engage consumers</li> <li>Specific social media wins from the adidas Originals team</li> </ul> tag:econsultancy.com,2008:Report/4578 2017-09-04T17:18:00+01:00 2017-09-04T17:18:00+01:00 Tesco: Lessons in customer centricity <p><em>Tesco: Lessons in customer centricity</em> is part of a series of brand strategy briefings examining the marketing strategies and tactics of the most popular and searched-for brands. As part of this series, Econsultancy curates a selection of brand case studies and stories to help you improve your modern marketing efforts.</p> <p>Tesco is one of the largest retailers in the world, but faces mounting competition from discounters, including Aldi and Lidl. In this briefing, we explore how the supermarket has been putting the customer at the heart of its marketing strategy, an approach that has coincided with six consecutive months of sales growth.</p> <h2>What you'll learn</h2> <ul> <li>Tesco's shift towards ‘inside out’ marketing</li> <li>The evolution of the Clubcard loyalty scheme</li> <li>Tesco’s wine-centric approach to experiential marketing</li> <li>The brand’s trial of digital receipts</li> </ul> tag:econsultancy.com,2008:Report/4580 2017-09-04T16:44:00+01:00 2017-09-04T16:44:00+01:00 The Fundamentals of Marketing Measurement and Analytics <p>This best practice guide introduces marketers and ecommerce professionals to the <strong>fundamentals of campaign data measurement and analytics</strong>, covering everything from established principles to cutting edge technologies.</p> <p>For many organisations, particularly those with an ecommerce function, customer data is one of the greatest assets to hand, offering incredible insight into an audience's behaviours, wants and needs. How can marketers <strong>access those insights, and transform them into real business outcomes</strong>?</p> <p>This report looks at how digital marketers can capture the data that is available via their interactions with customers, explains how to sort the wheat from the chaff, runs through some of the most important strategies for <strong>extracting lessons from customer data</strong>, and makes suggestions for future proofing your data strategy as technology rapidly evolves.</p> <p>It features insights from <strong>data and analytics experts</strong>, including Tim Eves, who has more than 15 years of analytics experience working with blue chip brands, and Lucy Foster, who leads the Digital Measurement &amp; Performance Tracking programme at Unilever.</p> <p><strong>Acknowledgements</strong></p> <p>We would like to thank the following individuals for their quotes, input and insight contained within this guide.</p> <ul> <li>Tim Eves, Director, Lynchpin</li> <li>Lucy Foster, Global Business Head, Digital Measurement and Performance, Unilever</li> <li>Jamie Robinson, Global Research and Insight Director, We Are Social</li> <li>Kohlben Vodden, Founder, StoryScience</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4570 2017-08-23T12:00:00+01:00 2017-08-23T12:00:00+01:00 How Marketers Learn #<Author:0x000000135022e8> Steffan Aquarone <p>This report highlights the value of facilitating a learning culture in marketing teams and offers guidance on <strong>developing an organisational learning strategy</strong>.</p> <p>Embracing a culture of learning and development (L&amp;D) is crucial for marketing teams who want to <strong>remain agile and adaptable in an era of exponential change</strong>. But what does a good development strategy look like, and how can marketing teams align their L&amp;D objectives with organisational goals?</p> <p>In this report, Econsultancy presents the <strong>business case for developing an L&amp;D strategy</strong>, and demonstrates how businesses that embed a learning culture will be better able to manage continuous improvement in people, processes and technology and thus remain competitive. It notes that <strong>the</strong> <strong>ability to learn faster than the competition may be a driver in maintaining a competitive advantage</strong>.</p> <p>The report is based on interviews with experts and a survey among more than 200 senior marketers. It also distils the academic and professional literature on the topics of how marketers' learning and development is managed.</p> <h2><strong>Acknowledgements</strong></h2> <ul> <li>Aoife McIlraith, Senior Director of Global Search and Marketing Services, Lionbridge Technologies</li> <li>Ian Jindal, Founder, Internet Retailing</li> <li>Kath Pay, Founder and CEO, Holistic Email Marketing</li> <li>Patrick Mills, Director of Professional Development, Institute of Practitioners in Advertising (IPA)</li> <li>Paul Jocelyn, former Head of Marketing Capability, Tesco</li> <li>Peter Abraham, Co-Founder, weareCrank, Co-Author of Building the Agile Business</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4569 2017-08-21T13:27:00+01:00 2017-08-21T13:27:00+01:00 Nike: Engaging customers across multiple channels <p><em>Nike: Engaging customers across multiple channels</em> is part of a series of brand strategy briefings examining the marketing strategies and tactics of the most popular and searched-for brands. As part of this series, Econsultancy curates a selection of brand case studies and stories to help you improve your modern marketing efforts.</p> <p>Nike has long been one of the most recognisable sportwear brands in the world, but how does it maintain its cachet across the digital channels? In this briefing, Econsultancy looks at Nike's greatest successes over the last 12 months, each carrying a lesson brands and marketers can learn from.</p> <h2>What you'll learn</h2> <ul> <li>How Nike turned a product launch into a must-see event, online and offline</li> <li>How Nike approaches its relationship with third-party sellers (i.e. Amazon)</li> <li>How Nike is collaborating with big digital names (i.e. Spotify)</li> <li>How Nike.com stands up as an enjoyable and user-friendly ecommerce experience</li> </ul> tag:econsultancy.com,2008:Report/4560 2017-08-15T16:15:00+01:00 2017-08-15T16:15:00+01:00 State of B2B Marketing Automation <p>The <strong>State of B2B Marketing Automation </strong>report, published by Econsultancy in association with <a title="Act-On" href="https://www.act-on.com/">Act-On</a>, is based on a survey of more than 350 B2B marketing professionals.</p> <p>The aim of the research is to explore the maturity of B2B marketing automation, looking at adoption levels and types of strategies organizations are using. The study evaluates tools and processes employed as well as potential barriers to the effective use of the capability.</p> <p>A major focus of this report is the exploration of what B2B companies that are succeeding in their marketing activities are doing differently from the rest.</p> <p>Where appropriate, the research findings are broken down by level of marketing performance, comparing high-performing companies (‘Leaders’) with the rest of the sample (‘Mainstream’), in order to identify the attributes and characteristics that are correlated with success, and to make recommendations.</p> <p><strong>Key findings</strong> from the research include:</p> <ul> <li>Investment in marketing automation drives B2B marketing performance</li> <li>Companies strive to close the gap between expectations and reality</li> <li>Leaders take a different path to ensure they are utilizing tech capabilities</li> <li>Europeans are playing catch-up with their North American counterparts</li> <li>Marketing automation delivers but challenges must be overcome</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/4566 2017-08-15T11:14:00+01:00 2017-08-15T11:14:00+01:00 Starbucks: Adapting to changing consumer habits <p><em>Starbucks: Adapting to changing consumer habits</em> is part of a series of brand strategy briefings examining the marketing strategies and tactics of the most popular and searched-for brands. As part of this series, Econsultancy curates a selection of brand case studies and stories to help you improve your modern marketing efforts.</p> <p>As one of the most successful and well-known coffee outlets, Starbucks is continuosly learning from and adapting its business and marketing strategy. Other brands and marketers can learn from these stories too.</p> <h2>What you'll learn</h2> <ul> <li>How Starbucks is battling the impact of changing consumer behaviour and engaging with new and younger audiences</li> <li>How Starbucks has responded to criticism when adapting loyalty schemes</li> <li>How the brand is utilising new technologies to improve customer experience</li> </ul> tag:econsultancy.com,2008:Report/4561 2017-08-08T12:35:00+01:00 2017-08-08T12:35:00+01:00 Account-Based Marketing: A Practical Guide <p>This guide, produced in association with <a title="AdRoll" href="https://www.adroll.com/">AdRoll</a>, is a <strong>deep dive into the practice of account-based marketing</strong> (ABM), showing you how to set up your ABM campaign from start to finish.</p> <p>By working through the eight steps covered in the report, you will <strong>create your own roadmap for implementing ABM in your organization</strong>.</p> <p>Account-based marketing (ABM) is <strong>a structured go-to-market strategy</strong> that involves the coordination of the sales and marketing departments to create personalized, targeted marketing campaigns. </p> <p>Instead of covering a broad range of potential customers, ABM focuses resources on a targeted set of accounts that matter most for the business, thereby increasing the likelihood of converting prospects to sales when compared to using lead-focused models alone.</p> <p>As you’ll see from our <strong>expert quotes</strong>, this can help you cut above the noise in the market and land larger deals. In addition, ABM is not just a function of sales and marketing – it works to its full potential when resources across sales, marketing, finance, customer success and executives are invested in the strategy.</p> <p>As you read through, it’s important to note that ABM isn’t a replacement for your current marketing efforts, but rather an addition to an already successful marketing program. When deployed intelligently, ABM will complement existing programs to close bigger deals more efficiently.</p> <h3>Acknowledgements</h3> <p>We would like to thank the following individuals for their quotes, input and insight contained within this guide.</p> <ul> <li>Adam Leslie, Head of UK Sales &amp; Marketing Solutions, Dun &amp; Bradstreet</li> <li>Andrew Yates, CEO, Artesian Solutions</li> <li>Bob Apollo, Founder and Value Selling Expert, Inflexion Point</li> <li>Caroline Hodson, Managing Director, Woolf Hodson</li> <li>Doug Kessler, Creative Director and Co-founder, Velocity Partners</li> <li>Jason Seeba, VP Marketing, BloomReach</li> <li>Kristen Wendel, Director, Marketing Ops, VersionOne</li> <li>Lindsay Becker, Senior Marketing Programs Manager, LogMeIn</li> <li>Matt Heinz, President, Heinz Marketing</li> <li>Michael Levy, Principal, GZ Consulting</li> <li>Nick de Cent, Editor-in-chief, International Journal of Sales Transformation</li> <li>Tom Gatten, CEO, Growth Intelligence</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/4554 2017-07-27T14:15:00+01:00 2017-07-27T14:15:00+01:00 Driving Business Growth Series #<Author:0x000000136e6ca8> <p>The <strong>Driving Business Growth Series</strong> examines the fundamental shift in power from brand to customer. Based on research conducted in partnership with <a href="https://www.google.com/analytics/360-suite/#?modal_active=none">Google</a>, the briefs explore fundamental questions about what is necessary to thrive in today's marketplace, as well as how marketing organizations are preparing for the future.</p> <p>Primary research included a survey conducted in the first quarter of 2017, with 514 total responses. The online sample was comprised of marketing executives who qualified for the sample based on revenue, sector, geography and seniority. All respondents were at the manager level or higher at organizations with more than $250M in 2016 revenues.</p> <h3><strong>Leaders vs. the Mainstream</strong></h3> <p>To gain a perspective on where marketing is today and where it’s headed, respondents were divided into two groups based on performance. <em>Leading</em> companies significantly exceeded their top 2016 business goal and comprise roughly one-fourth of the sample. The remaining seventy-five percent are designated the <em>mainstream</em> for comparison.</p> <p>Throughout the research, the differences between these groups are significant and educational; leaders are consistently further along in building organizations that are data-driven, focused on larger business goals and committed to customer experience as a path to growth.</p> <p>These companies offer guidance and inspiration for marketers as they work to answer the big questions that will define their future.</p> <h2><em><strong>Measurement and Growth</strong></em></h2> <ul> <li>Leading companies are shifting their focus from short-term goals to long-term customer value.</li> <li>To understand and maximize that value, leaders recognize first-party data as a strategic asset and are investing in its quality and volume.</li> <li>Addressing the whole customer journey is reflected in how leaders structure the marketing organization and budgets. They are more likely to have end-to-end teams, merge their online and offline media planning and to feel that marketing should own all customer experiences.</li> <li>The need for faster decision making is driving the use of proxies for hard to establish metrics. This is part of a larger effort to connect marketing investments with business outcomes.</li> <li>Leading brands are experimental. They go beyond optimization to exploring strategic questions and the challenges and opportunities of emerging trends. Today, central areas of inquiry are omnichannel experience and mobile journey optimization.</li> </ul> <h2><em>An Audience of Individuals</em></h2> <ul> <li>The extraordinary shift of power from brand to consumer is driving new priorities in personalization and its ability to affect the customer journey.</li> <li>The industry has reached a consensus that there is a direct connection between brands’ financial growth and the ability to anticipate and assist customers along their journey.</li> <li>Leading marketing organizations differentiate themselves with an emphasis on investment in the capabilities and technologies necessary to understand and act on customer data. Specifically, leaders are focused on first-party data and automation.</li> <li>Leaders see machine learning as essential to increasing the efficacy of personalization.</li> <li>Technology opens the door to higher margins based on relationship marketing that emphasizes value, treats the best customers accordingly and encourages retention.</li> </ul> <h2><em><strong>Local and the Customer Journey</strong></em></h2> <ul> <li>Virtually all organizations have come to believe that their customer experience must reflect the entire customer journey. The capability to understanding the individual’s needs and provide assistance wherever, whenever and however they require it is seen as critical to growth.</li> <li>Team structures at leading companies are being designed to solve for the end-to-end journey across devices and channels.</li> <li>Leading companies have moved to merged media budgets, reflecting the blended experience of consumers and the remit of omnichannel marketing.</li> <li>Executive leadership is catching up with the modern customer. Leading organizations say that their C-suite is following the right KPIs to understand the impact of mobile and digital.</li> <li>Leading marketers are actively working to extend their capability to understand and affect the varied customer journey. Roughly half are currently investing in experiments that test omnichannel experiences and technologies that connect digital with offline.  </li> </ul> <h2><em><strong>Leading in Mobile Customer Experience</strong></em></h2> <ul> <li>Today’s most successful marketing organizations have done a better job of internalizing the reality and implications of a customer experience-led model.</li> <li>Leaders are moving away from channel-centric teams, instead designing them to address the whole of the customer journey.</li> <li>The mobile customer experience is at the center of strategy and investment for leading companies.</li> <li>Other areas of investment that differentiate leaders include first-party data, strategic experimentation and anything that helps make customer experience faster/easier.</li> <li>Proving return on investment remains the main barrier to investment in personalizing experience, but those companies who have already made the leap overwhelmingly agree that it has boosted profitability.</li> </ul> <p> <strong><em>The</em> <em>Driving Business Growth Series</em>, as well as all of Econsultancy's research and best practice content, is available via <a href="https://econsultancy.com/subscribe/#subscribe-now">subscription</a>.</strong></p>