tag:econsultancy.com,2008:/reports Research from Econsultancy 2016-11-30T12:05:00+00:00 tag:econsultancy.com,2008:Report/4316 2016-11-30T12:05:00+00:00 2016-11-30T12:05:00+00:00 User Experience and Interaction Design for Mobile and Web #<Author:0x007f968fa70940> Steffan Aquarone <p>This guide to <strong>mobile and web user experience (UX) best practice</strong> aims to cover all the key aspects of product design for desktop and mobile, and equip you with the tools and techniques that will work for your project to help you achieve clear, measurable business objectives.</p> <p>It is aimed at a wide range of readers:</p> <ul> <li>Newcomers to the topic, for whom we have tried to uphold the principles of good design ourselves by ensuring that everything in this guide is easy to understand, even with little prior knowledge.</li> <li>People who have come across, or worked with, some of the principles of interaction design, for whom we hope there will be plenty to digest and think about, especially the evolving way that user experience principles are spreading throughout modern business. It could even be argued that they’re becoming part of the essential foundations of successful organisations.</li> <li>Experts who want to update their knowledge and set their perspectives in context with other leaders.</li> </ul> <p>The report contains some useful <strong>reflections on the state of UX as a discipline</strong>, including an overview of how organisations that are getting it right are organising their teams to build products that people like to use.</p> <p>It’s also full of <strong>contributions from some of the top experts in usability and interaction design</strong> to help you anticipate what will be relevant to your organisation in the future.</p> <p>Econsultancy would like to thank the following people for their contributions to this report:</p> <ul> <li>Jane Austin, Director of Design and User Experience, Moo.com</li> <li>Hugo Cornejo, Head of Design, Monzo</li> <li>Jonathon Moore, Chief Product Officer, Trainline</li> <li>Kate Shaw, Freelance UX Consultant</li> <li>Tom Wood, Founder and Managing Partner, Foolproof</li> </ul> tag:econsultancy.com,2008:Report/3008 2016-11-23T09:45:00+00:00 2016-11-23T09:45:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) 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> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online 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, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where 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/4299 2016-11-16T11:15:00+00:00 2016-11-16T11:15:00+00:00 Digital Agency Rate Card Survey 2016 <p>The <strong>Digital Agency Rate Card Survey</strong> is based on a survey of nearly <strong>400 UK digital agencies</strong>, carried out in September and October 2016.</p> <p>The objective of this research, carried out in association with <a title="Marketing Week" href="https://www.marketingweek.com/">Marketing Week</a> and <a title="Design Week" href="https://www.designweek.co.uk/">Design Week</a>, is to show what UK digital agencies charge for different types of skills and levels of seniority, and to understand how and why rates may vary, for example by size of company and region.</p> <p>The report will help you <strong>benchmark day rates for more than 50 individual job roles</strong>, including positions such as creative director, digital content strategist and social media consultant. We are confident that this report provides practical value both for those working client-side who want to understand what the going rate is for different services, and also for agencies who want to benchmark their own fees.</p> <p>The report also contains sections on <strong>business confidence</strong> and<strong> projected turnover increases</strong> which have once again enabled us to provide top-line data about the health of the industry.</p> <p>The Digital Agency Rate Card Survey includes overall averages for the following types of agency job role, with <strong>further breakdowns of the day rate average by size of agency and region:</strong></p> <ul> <li>Director / Partner</li> <li>Commercial / Strategic</li> <li>Project / Account Management</li> <li>Creative</li> <li>Content, Usability and Accessibility</li> <li>Technical</li> <li>Media Planning and Buying</li> <li>Online Marketing, eCRM and Market Research</li> <li>Search Engine Marketing</li> <li>Social Media</li> <li>Affiliate Marketing, Email Marketing and Web Analytics</li> <li>Testing / Quality Assurance and Training</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:Report/4287 2016-10-27T16:33:00+01:00 2016-10-27T16:33:00+01:00 B2B Digital Trends 2016 - 2017 <p>In the tradition of our last four annual reports on the digital landscape in B2B, the <strong>B2B Digital Trends 2016-2017</strong> report notes the continued importance of content marketing, along with the growing role of customer experience (CX) in the B2B space.</p> <p>As stated, B2B continues to lag behind B2C. Naturally, talented B2B marketers are looking to their B2C counterparts to inform the next move; inside is a description of these priorities, along with an overview of what has changed marketing-side in the time elapsed since last year's survey. Find out where B2C's priorities are, so that B2B might catch up and eventually, overtake.</p> <p>Further explore Econsultancy's B2B/B2C comparisons in personalization and customer experience, along with B2B's current and most pressing obstacles to customer centricity. </p> <p>As marketers in a highly disruptive age, it's no longer enough to anticipate the next step; take advantage of the insight provided by more than 1,000 professional respondents in the fast-changing world of digital B2B.</p> tag:econsultancy.com,2008:Report/934 2016-10-27T10:15:00+01:00 2016-10-27T10:15:00+01:00 Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files</strong></p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, <a title="Digital Juggler" href="http://digitaljuggler.com/">Digital Juggler</a> </li> <li>Ben Matthews, Director, <a title="Montfort" href="http://montfort.io/">Montfort</a> </li> <li>Ger Ashby, Head of Creative Services, <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a> </li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> <li><a href="https://www.searchlaboratory.com/">Search Laboratory</a></li> </ul> <p><strong>Files available:</strong> 10 file bundles, 50+ individual template files<br></p> <p><strong>File titles:</strong> See sample document for full breakdown of section and file information.</p> <h3>About these files</h3> <p>Need help with an area of digital marketing and don't know where to start? This pack of downloadable files contains best practice templates that you can use in your digital marketing activities. Feel free to adapt them to suit your needs.</p> <p><iframe src="https://www.youtube.com/embed/jxKmQGxspc8?wmode=transparent" width="560" height="315"></iframe></p> <h3>Contents</h3> <p>In this release we have 10 template bundles containing over 50 individual template files for digital marketing projects.</p> <p><strong>Download separate file bundles below:</strong></p> <ul> <li>Affiliate Marketing</li> <li>Content Marketing</li> <li>Display Advertising </li> <li>Ecommerce Projects</li> <li>Email Marketing</li> <li>Search Engine Marketing: PPC</li> <li>Search Engine Marketing: SEO</li> <li>Social Media and Online PR</li> <li>Usability and User Experience</li> <li>Web Analytics</li> </ul> <p><strong>The template files bundle also includes a <a href="https://econsultancy.com/reports/small-business-online-resource-manager/">Small Business Online Resource Manager</a> that </strong><strong>can help you effectively manage and own your online assets.</strong></p> <p><strong>There's a free guide which you can download to find out more about exactly what is included.</strong></p> tag:econsultancy.com,2008:Report/4278 2016-10-20T10:00:00+01:00 2016-10-20T10:00:00+01:00 The Fundamentals of Email Marketing #<Author:0x007f96906c7068> <p>No tool in your marketing toolbox is as valuable and necessary to you as your<strong> email marketing</strong> programme:</p> <ul> <li>Email <strong>generates a generous return on investment</strong>, higher than any other digital marketing channel, including search and social media.</li> <li>Email <strong>extends the reach and power of every other marketing channel you use</strong>, whether it’s digital, mobile, print, broadcast or out-of-home.</li> <li>Holistic email marketing <strong>improves the customer experience</strong>.</li> <li>Email messages can <strong>align with all of the touchpoints on the customer journey</strong>, from browsing to buying and on to loyalty.</li> <li> <strong>Continuous platform development</strong> makes innovations possible.</li> </ul> <p><strong>The Fundamentals of Email Marketing</strong> report will help marketers understand, implement and execute email strategies to maximise return on investment in this channel.</p> <h2>What the report includes</h2> <p>The report includes <strong>initiatives, strategies and tactics that are not part of the conventional wisdom surrounding 'best practices'</strong>.</p> <p>All the initiatives, strategies and tactics recommended in this report assist both the marketer and the consumer. We’ve created this guide so you can use it to <strong>either review your existing email strategy or to help create a comprehensive email marketing strategy from scratch</strong>.</p> <p>We've also included <strong>a multitude of practical tips</strong> you can apply to individual campaigns to help maximise results.</p> <p><strong>A word of advice</strong> before reading – always question a tip and test it, even the ones we advocate here. Don’t accept on faith that something is the best route to take.</p> <p>However, whether you are a time-pressed newcomer to email or a grizzled veteran looking to elevate your programme, this guide and its recommendations are a good place to start.</p> <h2>How the report is structured</h2> <p>We've written this as eight standalone sections covering the essential areas of email marketing:</p> <ul> <li>Objectives and strategy</li> <li>Growing your database</li> <li>Using your email for targeting</li> <li>Designing for email</li> <li>Copywriting for email</li> <li>Testing and optimisation</li> <li>Reporting success using metrics that matter most</li> <li>Deliverability optimisation</li> </ul> <p>So you have a choice: you can sit back and read this guide from beginning to end like a book or you can jump to the section that has the most relevance to your current needs and explore it and delve into the others as and when needed.</p> <h2>Author and contributors</h2> <p>This guide has been put together by <strong>Kath Pay</strong>, who lives and breathes email marketing, with the aid of several experts who have kindly contributed their time and effort in producing this guide.</p> <p>Contributors to the report include:</p> <ul> <li>Skip Fidura, Client Services Director, dotMailer</li> <li>Guy Hanson, Senior Director of Professional Services, Return Path</li> <li>Steve Henderson, Compliance Officer, Communicator</li> <li>Loren McDonald, Marketing Evangelist, IBM Marketing Cloud</li> <li>Dela Quist, CEO, Alchemy Worx</li> <li>Jordie van Rijn, Email Marketing Consultant, eMailMonday</li> <li>Karen Talavera, President, Synchronicity Marketing</li> <li>Catherine Toole, Founder and non-executive Director, Sticky Content Ltd</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:Report/4274 2016-10-18T09:30:00+01:00 2016-10-18T09:30:00+01:00 Social Quarterly: Q3 2016 <p>Social media evolves rapidly, and the Social Quarterly provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>This time, the <strong>third edition of the Social Quarterly</strong> looks at Instagram Stories, Snapchat Memories, Facebook's move toward 'darker' social and the continuing rise of the chatbot, along with other rumours, new features and platform developments.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:econsultancy.com,2008:Report/4273 2016-10-17T03:00:00+01:00 2016-10-17T03:00:00+01:00 Social Media Strategy Asia Pacific Best Practice Guide <p>One of the most popular areas of digital is social media. The vast majority of internet users have at least one social media account and the main social platforms boast hundreds of millions of daily users.</p> <p>Over the last few years, though, social media has also started to have a strong influence on organisations. Social media has changed how people work, how they communicate and the relationship that they have with their customers.</p> <p>Adding to this, social media is evolving at a blistering pace. New considerations for social media strategists include: paid ad formats, new visual and video formats, buy buttons, private messaging, social servicing, the quantified self and the Internet of Things.</p> <p>Because social media touches so many areas of an organisation, however, getting it 'right' in spite of all these changes has never been more important.</p> <p>This report follows on from Econsultancy's <strong>Social Media Strategy Best Practice Guide</strong>, published in June 2016, and has been updated with information for marketers who are either based in Asia Pacific (APAC) or responsible for marketing in the region. </p> <p>APAC consists of a wide variety of countries, including such diverse markets as Japan, China, India, Australia and other Southeast Asian countries. The reason for a special report on the region is that, taken as a whole, APAC accounts for more than half of all social media users worldwide and has many of the world's fastest growing economies. Its size and potential for growth has made APAC a very attractive target for brands over the past decade.</p> <h2>This report will enable you to:</h2> <ul> <li>Establish a framework for social media strategy</li> <li>Rethink how brands are managed</li> <li>Review company structure</li> <li>Carefully plan social media strategy</li> <li>Execute within regional constraints</li> <li>Provide measurement</li> </ul> tag:econsultancy.com,2008:Report/4272 2016-10-11T16:30:00+01:00 2016-10-11T16:30:00+01:00 The Voice of the Influencer <p>The definition of the term 'influencer' has become so broad in 2016 that critically, it's naive of brands to be considering a one-size-fits-all approach.</p> <p><strong>The Voice of the Influencer</strong> report, produced in association with <a title="Fashion and Beauty Monitor" href="http://www.fashionmonitor.com/">Fashion and Beauty Monitor</a>, considers the characteristics and motivations of influencers, assessing trends they're observing through their brand collaborations, gaining detailed insight into what matters most and how they like to work.</p> <p>The highly targeted influencer base surveyed for the report has been further broken down into four distinct profiles, to build a bespoke picture of what each influencer group expects and needs from their brand collaborations. </p> <p>We've also included a separate infographic, designed to give you an at-a-glance view of the key findings of the report.</p> <h2>Download the report to discover:</h2> <ul> <li>The many faces of an influencer </li> <li>The platforms influencers prefer to be on</li> <li>What generates the most ROI for brands</li> <li>How influencers measure success</li> <li>What they collaborate with fashion and beauty brands most often for</li> <li>How influencers identify brands they want to work with </li> <li>The most effective channels for brands to engage influencers</li> <li>What influencers look for in brands </li> <li>A breakdown of average sponsorship rates</li> <li>The biggest challenges influencers face</li> <li>Lessons for marketers</li> <li>What does the future hold for influencer marketing?</li> <li>Exclusive tips, expert advice and case studies from influencers, brands and agencies</li> </ul> tag:econsultancy.com,2008:Report/4269 2016-10-10T10:00:00+01:00 2016-10-10T10:00:00+01:00 Customer Recognition: How Marketing is Failing at its Top Priority #<Author:0x007f96908fa3a8> <p>The long-held promise of digital is to make mass marketing personal. For years, the technologies of marketing have pushed the industry closer to the goal of one-to-one marketing, but consumer habits have changed even faster. The move to mobile pulled the rug out from under data-reliant marketers just as they were truly beginning to understand how to sell on the desktop.</p> <p>To deliver personalized and valuable services, we have to know the individual. That knowledge doesn't have to come with an SSN, ZIP+4 and credit score, but it does need to distinguish them sufficiently to know that one path is more useful to them than another. Today the industry is grappling with the fundamental questions of how to recognize individuals across devices and understand the complicated set of encounters that make up the customer experience.</p> <p>The <strong>Customer Recognition Report</strong>, produced in association with <a title="Epsilon" href="http://www.epsilon.com">Epsilon</a> and <a title="Conversant" href="http://www.conversantmedia.com/">Conversant</a>, explores where marketing is today in its pursuit of personalized promotion and finds a stark gap between perception and reality.</p> <p>The report is based on a survey of 220 executives with knowledge of their organization's measurement and analytics capabilities. Sixty-three percent of respondent companies reported revenues over $1.5 billion in 2015.</p> <h2>Key topics covered</h2> <ul> <li>Recognition is the foundation for marketing's top priority</li> <li>Belief vs. reality in digital capabilities</li> <li>Why the single customer view eludes marketers</li> <li>Promise vs. reality in data management vendors</li> <li>How to conduct a true capability audit</li> <li>Why it's vital to reduce data friction with customers, and guidelines for doing so</li> <li>How to align the company behind measurement as a strategic resource</li> <li>The internal threat to evolving measurement practices</li> <li>The ongoing discrepancy between media allocation and customer behavior</li> </ul> <p><strong>Download the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4263 2016-10-05T12:00:00+01:00 2016-10-05T12:00:00+01:00 Conversion Rate Optimization Report 2016 <p>This is the eighth annual Econsultancy <strong>Conversion Rate Optimization Report</strong>, in association with <strong><a href="http://www.redeye.com/">RedEye</a></strong>.</p> <p>The research looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for improving conversion rates.</p> <p>As well as touching on the use and impact of personalization, the report explores different areas of best practice and identifies methods and techniques which are most valuable for improving conversion rates.</p> <p>The aim is to provide data and a framework to help companies invest their time and resources as effectively as possible by examining which methods and processes are most likely to yield results.</p> <h2>What you'll learn</h2> <ul> <li>Find out the types of conversions and measurements organizations are using and the best practices that shape them.</li> <li>Discover the most valuable methods used to improve conversion rates and the methods organizations will be using in the future.</li> <li>Understand how companies are using personalization as part of their CRO efforts and the effect this has on conversions.</li> <li>Benchmark your organization's approach to CRO using the Conversion Maturity Model.</li> <li>The six key factors contributing to CRO success.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4244 2016-09-22T10:00:00+01:00 2016-09-22T10:00:00+01:00 Digital Intelligence Briefing: Succeeding in the Omnichannel Age <p>The <strong>Succeeding in the Omnichannel Age</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, looks at the extent to which organisations take an integrated approach to marketing across different channels and use cross-channel campaign management tools.</p> <p>The report is based on a global survey of 2,065 digital marketers and ecommerce professionals carried out in July and August 2016, and follows up on a similar waves of research from <a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">2015</a> and <a title="Channels in Concert: Trends in Integrated Marketing" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing/">2013</a>.</p> <p>The following sections are featured in the report:</p> <ul> <li>Mixed progress on the path to integration</li> <li>Solving the data challenge</li> <li>The omnichannel imperative</li> <li>Behind the mobile curve</li> <li>Operationalising the real-time experience</li> <li>Campaign management tools: the state of play</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>While companies are 29% more likely to take an integrated approach to all their campaigns across all channels compared to last year, the proportion of those saying that none of their marketing campaigns are integrated has more than doubled over the last three years.</li> <li>It’s clear that data deficiencies exist, with only 12% being able to join online and offline data and just a quarter claiming to have a single customer view.</li> <li>More than half of organisations have separate technologies for managing data across channels. These separate technologies are the most significant barrier to integration (51%), followed by the inherently linked problem of disparate data sources (40%).</li> <li>Only 5% of those surveyed say they have a single platform that manages data across multiple channels and these companies are twice as likely to take an integrated approach to all campaigns across all channels as those with separate technologies.</li> <li>Omnichannel marketing is well-supported at a senior level, with only 15% saying that buy-in is a top-three barrier, and 5% ranking it as the biggest obstacle.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <h4> <strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefings">here</a>.</strong> </h4> tag:econsultancy.com,2008:Report/4219 2016-09-21T10:00:00+01:00 2016-09-21T10:00:00+01:00 The State of Marketing Attribution <h2>Overview</h2> <p>As customer journeys become increasingly complex and fast-paced, it’s imperative for marketers to understand the effectiveness of their campaigns and how each channel contributes to the end conversion. </p> <p>This <strong>State of Marketing Attribution</strong> report, produced by Econsultancy in association with <a href="https://www.adroll.com/en-GB/">AdRoll</a>, explores current adoption levels and types of strategies organisations are using. The study evaluates tools and processes employed as well as the potential barriers to effective use of the capability.</p> <p>The report, which is based on a survey of almost 600 in-house and supply-side respondents, discusses how well companies are leveraging their data to attract, convert and grow their customer base.</p> <p>Respondents were based in the UK, France and Germany, and the report compares and contrasts the three countries.</p> <h2>Key topics covered</h2> <ul> <li>The multichannel challenge - despite the increasingly crucial role that attribution plays, organisations carrying out attribution across the majority of their campaigns are still in the minority. Find out the reasons why and tips on how to remedy this.</li> <li>What others are doing with attribution - benchmark your organisations against your peers by finding out which methods and technologies they are using.</li> <li>The skills and training needed for successful attribution.</li> <li>The regional variations between the UK, France and Germany in terms of the state of attribution.</li> </ul> <h2>Key findings</h2> <ul> <li>While four in five organisations carry out marketing attribution, less than a third (31%) do so on the majority of or all their campaigns and analyse results.</li> <li>The issues which restrict marketers’ ability to carry out attribution or implement it properly are mainly around a lack of knowledge (58%), lack of time (44%) and technology limitations (41%).</li> <li>Organisations are lagging behind when it comes to more complex attribution models, with nearly half still using last-click models. More worryingly, a similar proportion use first-click, a less intuitive form of attribution.</li> <li>While algorithmic and custom attribution feature among the most effective models (96% and 89% respectively claim they are ‘very’ or ‘somewhat’ effective), less than a quarter (23%) of responding organisations use these methods.</li> <li>Around half of marketers choose off-the-shelf vendor technology for marketing attribution, while 44% opt for custom-built technology. Over two-fifths (42%) are still resorting to manual attribution with the use of spreadsheet data.</li> <li>When asked about areas with the biggest issues and gaps, creating a culture of measurement and accuracy (59%), campaign tracking/tagging (56%) and data validation/normalisation (56%) were cited as top-three challenges.</li> <li>Nearly 60% of responding organisations don’t action the insights they get from attribution.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4248 2016-09-20T08:53:00+01:00 2016-09-20T08:53:00+01:00 Mobile Marketing Best Practice Guide <p>Smartphones are now the ubiquitous hub of modern life and account for the most time spent online. In a multiscreening world where consumers move between multiple devices to achieve their goals, mobile, in many ways, is the glue that holds other marketing channels together and this is why businesses are increasingly focusing on mobile marketing and making it a priority area. </p> <p>The <strong>Mobile Marketing Best Practice Guide</strong> examines the current mobile environment and provides an overview of the various channels available to mobile marketers. The report outlines the strategic approaches, use cases, considerations and useful guidelines for marketers to consider when devising their mobile strategy and offers best practice recommendations on creating better mobile experiences.</p> <p>In particular, this report will help (and is aimed at):</p> <ul> <li>Specialists in digital marketing teams who are actively involved in improving results from mobile marketing activities.</li> <li>Managers of digital marketing specialists who control digital marketing and want to improve their strategic understanding of mobile marketing.</li> <li>Managers and team members who want to understand the issues involved with successful planning, implementation and integration of mobile marketing activities.</li> <li>Digital marketers in agencies who are looking to increase their skills and gain a comprehensive understanding of mobile marketing.</li> </ul> tag:econsultancy.com,2008:Report/4236 2016-09-15T09:40:00+01:00 2016-09-15T09:40:00+01:00 Customer Experience Trends Briefing: Key takeaways from Digital Cream London 2016 #<Author:0x007f9690cf5890> <h2>Overview</h2> <p>Businesses being able to mix the digital and physical worlds for customers are no longer in the realm of the future, they need to be able to do it now.</p> <p>The reality is, as everyday aspects of consumers' lives continues to be digitised, organisations have no choice but to adapt and execute an appropriate digital experience. </p> <p>Econsultancy's <strong>Customer Experience Trends Briefing</strong>, sponsored by <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a>, focuses on the key themes, opportunities and challenges relating to joining the physical and digital customer experience as highlighted by client-side digital marketers during Digital Cream 2016. Although separated by industry, business model and market size, the delegates were united in embracing the changing nature of the consumer relationship.</p> <p>The report aims to provide a snapshot of the areas that are top of mind for marketers, exploring how brands seek to address the challenges and opportunities in this area.</p> <h2>Key trends featured in the report</h2> <ul> <li>Taking the product from offline to online... and back again</li> <li>Budgets and management</li> <li>Improving experiences by principle, not hype</li> <li>Factoring in personalisation</li> </ul> <p>The report also features a case study and some market data relating to the issues discussed.</p> <h2><strong>Digital Cream</strong></h2> <p>An exclusive invitation-only roundtable event, Digital Cream is an opportunity for senior client-side marketers to learn from each other about the latest best practice, what’s working and what’s not.</p> <p>Digital Cream takes place around the globe throughout the year - <a href="https://econsultancy.com/events">see our upcoming events</a>.</p> tag:econsultancy.com,2008:Report/4230 2016-09-07T11:00:00+01:00 2016-09-07T11:00:00+01:00 Embracing Digital Transformation in the Pharma and Healthcare Sectors #<Author:0x007f9690d8f1c0> <p>The <strong>Embracing Digital Transformation in the Pharma and Healthcare Sectors </strong>report looks at the opportunities that digital presents in these sectors, how they are responding to the changing needs of customers, the challenges companies are facing in digitally transforming themselves and how they are approaching these challenges.</p> <h2>Methodology</h2> <p>We carried out a series of in-depth interviews with senior digital professionals from across a range of pharmaceutical, biopharmaceutical and consumer healthcare companies to understand how they were responding to different opportunities and challenges.</p> <p>Companies interviewed included Alere Inc, Fermenta Biotech Limited, GSK Consumer Healthcare, MSD AP, Lenovo Health, Ogilvy Commonhealth Worldwide (OCHWW), Roche Products Limited and Takeda Pharmaceuticals.</p> <p>We also looked at sector-specific data from our <a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://www.econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends">2016 Digital Trends report</a> published earlier this year.</p> <h2>You'll discover findings around:</h2> <ul> <li>Why companies need to have digital transformation on their agenda.</li> <li>How companies are responding to the changing needs of customers and putting them at the centre of everything.</li> <li>Ways in which companies are looking at digital and how it can support interactions with their customers.</li> <li>How companies are focusing on optimising content as a top digital opportunity and challenging the way they deliver content.</li> <li>The need for change management to deliver digital transformation and how companies are driving this cultural shift.</li> <li>How companies are demonstrating the value of digital and developing digital skills across their organisations.</li> <li>The new opportunities and challenges from innovation and technology.</li> <li>Overcoming the obstacles ahead as digital becomes more of a focus for companies.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> <h2>How we can help you</h2> <h2 style="font-weight: normal; color: #3c3c3c;"><a style="color: #2976b2; text-decoration: none;" href="https://econsultancy.com/training/digital-transformation" target="_self"><img style="font-style: italic; height: auto; float: right;" src="https://assets.econsultancy.com/images/resized/0004/8296/rgb_dt_logo-blog-third.png" alt="Digital Transformation" width="200" height="66"></a></h2> <p style="font-weight: normal; color: #3c3c3c;"><a title="Digital transformation - Econsultancy" href="https://econsultancy.com/training/digital-transformation/">Digital transformation</a> is a journey that's different for every organisation. To enable delivery of your digital vision (or help you shape that vision) we’ve designed a comprehensive approach to tackle your transformation.</p> <p>Covering everything from strategic operational issues, down to specific marketing functions, we will work with you to achieve digital excellence.</p> <p>Talk to us about an initial, no-cost consultation.</p> <p>Contact our Digital Transformation Team on <a href="mailto:transformation@econsultancy.com">transformation@econsultancy.com</a> or call</p> <ul> <li> <p>EMEA: +44 (0)20 7269 1450</p> </li> <li> <p>APAC: +65 6809 2088</p> </li> <li> <p>Americas: +1 212 971-0630</p> </li> </ul> <p style="color: #6b6b6b;"> <iframe src="https://www.youtube.com/embed/2q_lWLm5qtg?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:Report/4232 2016-09-01T11:00:00+01:00 2016-09-01T11:00:00+01:00 Beyond Brexit <p>In the early days since what the media seems obliged to refer to as 'The Shock Referendum Result', wild predictions abounded as to what Brexit would mean for business.</p> <p>The pound fell, climbed then fell again. Depending on who you listened to, major multinationals were pulling staff out of the UK, or pouring cash in. The only thing that was certain was that nothing was certain.</p> <p>There was a strong temptation to shut up shop until the lunacy had passed.</p> <p>While a single referendum in this island nation sent shockwaves around the world, it was not the first – nor will it be the last – major event to threaten to throw businesses off course.</p> <p>Now, time has delivered some perspective on the issue. In <strong>Beyond Brexit</strong>, Econsultancy looks back on the lessons marketers must learn. We examine how brands can future-proof their strategies against similar periods of uncertainty, establish contingencies and create enough organisational agility to roll with the political, economic and cultural punches.</p> <p>Folding in learnings from our sister publications <strong>Marketing Week</strong>, <strong>Design Week</strong> and <strong>Creative Review</strong>, the report explores the global impact of Brexit on digitally-driven, marketing-led brands from the perspectives of talent, data, technology and analytics. These four areas are the ones most likely to be impacted by Brexit and yet are also most capable of stabilising business in uncertain times.</p> tag:econsultancy.com,2008:Report/4221 2016-08-16T15:06:14+01:00 2016-08-16T15:06:14+01:00 Secrets of Elite Analytics Practices #<Author:0x007f9690f0c818> <h2>Overview</h2> <p>The pursuit of growth through improved customer experience is driving companies in every sector to build new capabilities in customer analytics and improve on existing ones. This report explores the relationship between these efforts and business results.</p> <p><em>Secrets of Elite Analytics Practices</em>, produced by Econsultancy in association with <a href="http://www.ibm.com/uk-en/">IBM</a>, examines a variety of different disciplines within analytics for their maturity and impact on key performance indicators. The report is based on a survey of 225 executives at the director level and above at organizations reporting revenues over $250 million in 2015. Respondents were also qualified based on geography and knowledge of ecommerce, marketing and analytics.</p> <p>Better information leads to happier, more profitable customers. This logic is borne out by results; companies with strong capabilities in multiple disciplines of customer analytics see an advantage over their peers in tangible metrics such as conversion rate, customer satisfaction and even revenue growth rate.</p> <h2>Key topics covered</h2> <ul> <li>The relationship between the strength of specific capabilities and results.</li> <li>The ranked benefits of analytics practices.</li> <li>The meaningful differences in customer journey analysis between companies with strong and weak capabilities.</li> <li>The important challenges to overcome for companies wanting to elevate their analytics practices.</li> <li>The analytical capability that correlates with the greatest improvement on conversion rate.</li> </ul> <p><strong>Download the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4209 2016-08-01T10:15:00+01:00 2016-08-01T10:15:00+01:00 Marketing in the Age of Artificial Intelligence #<Author:0x007f9691037e90> <p>Artificial intelligence is able to bring together disparate data, platforms and technology to deliver against the ever-rising customer expectations. Consequently, marketers must continue to adapt. Indeed, they will need to adapt their jobs as all roles will be impacted by artificial intelligence, from creative directors to CMOs to advertising executives.</p> <p>This is not the stuff of Hollywood films where menacing robots drive out humans, but the practical stuff of task-based artificial intelligence: narrowly focused powerful capabilities that artificial intelligence offers to marketers right now.</p> <p>To thrive and survive in the AI revolution, marketers should engage with AI and not avoid it.</p> <p>The <strong>Marketing in the Age of Artificial Intelligence</strong> report aims to demystify <strong>what AI is now and could be in the future</strong>, explaining why its adoption is driven by customer behaviour and why you should be thinking about artificial intelligence now.</p> <p>The report also includes suggestions about how marketers can begin to engage with AI to gain a better understanding of its impact.</p> <h2>What you’ll learn</h2> <ul> <li>What artificial intelligence is and is not.</li> <li>Why the age of artificial intelligence is upon us.</li> <li>How artificial intelligence is changing customer behaviour.</li> <li>How marketer behaviour should change.</li> <li>What to expect next from artificial intelligence.</li> </ul> <h2>Who should read this report?</h2> <p>This guide has been written primarily for C-suite and marketers but is equally applicable to advertising or marketing teams.</p> tag:econsultancy.com,2008:Report/4208 2016-07-29T15:00:00+01:00 2016-07-29T15:00:00+01:00 Trends and Priorities in the Media and Entertainment Sector #<Author:0x007f96910e94d8> <h2>Overview</h2> <p>This Trends and Priorities report, focused on the <strong>media and entertainment</strong> sectors, is produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a> and explores an industry caught between its past and future, with many having high aspirations but held back by culture and siloed budgets.</p> <p>The report, which is based on a survey of more than 200 senior-level marketers and executives in North America, discusses where the sector's digital trends are headed and the strategic priorities for media and entertainment companies as they attempt to stay ahead of the curve.</p> <p>The media and entertainment industry is responding to change with a set of interlocking strategic priorities focused around data, addressable audiences and technology partnerships. Throughout the trends report there are signs that media organizations are working to better understand their consumers and build the new capabilities to serve them.</p> <h2>You'll discover findings around:</h2> <ul> <li>What are media companies' top strategic priorities?</li> <li>How media companies are looking to partnerships to address emerging needs in addressable audience expansion.</li> <li>Are KPIs changing to accomodate the new priorities of media companies?</li> <li>How technology is a focus but media marketers struggle with selling it into the enterprise.</li> <li>Which technologies are media companies pursuing to improve their digital capabilities?</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4207 2016-07-27T21:00:00+01:00 2016-07-27T21:00:00+01:00 The Japan Digital Report <p><strong>The Japan Digital Report</strong> aims to provide background for marketers who are outside of Japan and currently marketing in Japan, thinking of launching a campaign there, or even just curious about the country and its digital landscape.</p> <p>Additionally, the report provides detailed information about marketing on LINE, the most culturally significant digital platform in Japan presently.</p> <p>Through the data, the charts and the commentary, the report will help marketers looking to make a case for investing more in the country and provide a foundation for further research.</p> <h2>Topics covered include:</h2> <ul> <li> <strong>Demographics.</strong> How does Japan compare to the rest of the world?</li> <li> <strong>Digital readiness.</strong> What is the current state of internet and mobile technology in the country?</li> <li> <strong>Digital landscape.</strong> What are the main web, social, search, video and ecommerce sites in the country, and how do they operate?</li> </ul> tag:econsultancy.com,2008:Report/4200 2016-07-21T11:05:00+01:00 2016-07-21T11:05:00+01:00 Measurement and Analytics Report 2016 <h2>Overview</h2> <p>Never have marketers, analysts and ecommerce professionals had more data to work with as part of their ongoing efforts to improve business and organisational performance.</p> <p>At the same time, the growing challenge for individuals and organisations alike has been to avoid being overwhelmed by proliferating sources of data and metrics across a burgeoning number of marketing channels and technology platforms.</p> <p>The <strong>Measurement and Analytics Report 2016</strong>, produced by Econsultancy in partnership with analytics consultancy <strong><a href="http://www.lynchpin.com/">Lynchpin</a></strong> for the ninth year running, looks at how organisations are using data strategically and tactically to generate insights and to improve business performance.</p> <p>The research, based on a survey of almost 1,000 digital professionals, also focuses on the important role for data and analytics in supporting their attempts to build a competitive advantage by becoming more customer-centric.</p> <h2>What you'll learn from this research</h2> <ul> <li>Understand how analytics can help to meet financial goals and what the most common growth and profit-related requirements are.</li> <li>Discover how organisations are using data and analytics to build a competitive advantage by becoming more customer-centric.</li> <li>Benchmark the make-up of your analytics or data team and investment plans against those of your peers.</li> <li>Find out where the biggest analytics skills gaps are and what the most common challenges related to deploying tools and technologies organisations face.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>The vast majority (84%) of marketers agree that their understanding of the customer is increasing over time, and 64% say that they are using data-driven customer insights to adapt their marketing strategies and influence business decisions.</li> <li>Despite the increasing importance of data, the proportion of analytics data used to drive decision-making within the organisation dropped by seven percentage points compared to last year's survey.</li> <li>While 77% of marketers believe digital analytics important to their company’s digital transformation, fewer than one in five consider digital reporting to have a ‘very influential’ role in supporting business decisions.</li> </ul> <h2>Features of the report</h2> <p>Based on a survey of almost 1,000 digital business professionals, this report also aims to cut through the noise to understand how companies are using measurement and analytics to boost revenue and profit growth, while also looking at the types of technology and data which are used to meet these ends.</p> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:Report/4191 2016-07-14T10:00:00+01:00 2016-07-14T10:00:00+01:00 Digital Shift Report: Q3 2016 <p><a href="https://econsultancy.com/reports/digital-shift"><strong>Digital Shift</strong></a>, a quarterly service from Econsultancy, is intended as <strong>a guide to support strategic thinking</strong>.</p> <p>Focused tightly on digital technologies, marketing and ecommerce, it’s about <strong>delivering actionable insight on trends that will be significant in the short to mid-term</strong>, and which can be used to generate new ideas, improve business performance and stay ahead of the competition.</p> <p>The <strong>Q3 2016 report</strong> explores the most notable developments impacting digital marketing this quarter. The critical shifts are summarised below:</p> <ul> <li> <strong>The end of earned media?</strong> With growing algorithmic curation, ever-declining organic reach and limited impact, typically coming from shared content, we consider whether this is the end of earned media, or perhaps just a reason to redefine it.</li> <li> <strong>Disruption and unbundling. </strong>The so-called ‘unicorn startups’ have been the recipients of a huge amount of attention and focus. However, are large companies disrupted by multiple sources, leading to the unbundling of entire businesses and sectors?</li> <li> <strong>AI, chatbots and machine learning. </strong>This quarter saw more announcements in this rapidly burgeoning area so we look at some of the more interesting developments, a way of understanding the key drivers of acceleration and the future of bots.</li> <li> <strong>Is the mobile app boom over? </strong>New data suggests that a new maturity is being reached – not only in the incremental improvement of smartphones, but in declining numbers of apps being downloaded.</li> <li> <strong>Mary Meeker’s internet trends. </strong>We take a look at some of the key highlights from Meeker’s annual trends deck, including factors slowing growth, new image and video formats and platforms.</li> <li> <strong>The ever-changing role of video. </strong>The growth in video is being accompanied by significant divergence in formats, leading to new distribution, consumption, engagement and monetisation opportunities. Is video the new HTML?</li> <li> <strong>Trends from Cannes. </strong>Virtual reality (VR), creating consumer movements and hacking platforms – we take a look at some of the most interesting but less high-profile examples from Cannes.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>You can access the <strong>previous Digital Shift report (Q2 2016)</strong> <a title="Digital Shift Report: Q2 2016" href="https://econsultancy.com/reports/digital-shift-report-q2-2016/">here</a>.</p> tag:econsultancy.com,2008:Report/4189 2016-07-13T10:25:00+01:00 2016-07-13T10:25:00+01:00 Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity <p>The <strong>Taking Advantage of the Mobile Opportunity</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, examines the extent to which marketers have embraced mobile marketing, and how organisations are approaching and implementing mobile strategies.</p> <p>The <strong>third annual iteration</strong> of our mobile research – part of the Digital Intelligence Briefing <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">series</a> that Econsultancy publishes in partnership with Adobe – revealed that <strong>marketers recognise both the outsized role of mobile and the challenge of providing a great experience</strong> when there is no margin for error.</p> <p>More than 4,000 marketers and digital professionals took part in this year’s survey, giving us a great glimpse into how organisations are approaching and implementing mobile strategies across all channels.</p> <h2>Findings include:</h2> <ul> <li>The proportion of organisations describing themselves as ‘mobile-first’ has more than doubled in the last two years, with those based in North America leading the way.</li> <li>Companies are continuing to invest in their mobile capabilities, with 60% increasing their 2016 spending and only a tiny fraction moving away from their mobile investments.</li> <li>The average proportion of ecommerce revenues being transacted on mobile devices has increased by 75% since 2014, reaching 28% this year.</li> <li>Nearly three in five (57%) organisations are aware of the different technologies available to support their mobile strategies.</li> <li>Mobile is considered to be extremely important for customer experience - exceeding the importance of the desktop site.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. You can access the other reports in this series <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:Report/4182 2016-07-05T15:01:00+01:00 2016-07-05T15:01:00+01:00 The Future of Celebrity Marketing #<Author:0x007f96914da0d8> <p>The Future of Celebrity Marketing, a <strong>Celebrity Intelligence</strong> report produced in association with Econsultancy, considers how the rules of celebrity engagement are shifting. Thanks to the advent of social media and the subsequent rise of online influencers, a new generation of talent has emerged for traditional celebrities to compete with.</p> <p>The report looks at how the definition of celebrity is evolving, the challenges this creates, and the new ways in which brands and agencies are selecting and engaging celebrities to work with. Backed by independent online research, the findings demonstrate the impact social media is having on celebrity engagement and assess how the future market is shaping up.</p> <h2>Read to discover:</h2> <ul> <li>Global celebrity engagement practices.</li> <li>Expert opinions and findings from leading voices in the industry.</li> <li>Budgets and predicted growth.</li> <li>The impact of social media.</li> <li>Priorities and tactics.</li> <li>Current and future trends.</li> </ul> <h2>About Celebrity Intelligence</h2> <p><a href="https://www.celebrityintelligence.com/#/">Celebrity Intelligence</a> is the ultimate celebrity engagement tool. We are the industry's only tool providing celebrity contacts, in-depth celebrity profiles and intelligence, celebrity events information and a live Buzz Index of 'who's hot and who's not' all in one place.</p> <p>Covering film, TV, music, fashion, sport and more, we provide everything you need to know to make intelligent decisions about which celebrities to work with, when and why.</p> <p>To find out more about Celebrity Intelligence, or for more information about the report, please contact Centaur Marketing's Content Marketing Manager, Priyanka Mehra Dayal, at priyanka.mehra-dayal@centaurmedia.com. <br></p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4175 2016-06-30T09:28:00+01:00 2016-06-30T09:28:00+01:00 The Convergence of Marketing and Sales #<Author:0x007f96915ab390> <p>The Convergence of Marketing and Sales report provides a framework to assist a manager's journey in deciding whether or not to converge marketing and sales. Designed to be a companion and thought-provoker, the guide is written in two parts.</p> <h2>What's in the report?</h2> <p><strong>Part 1</strong> sets the scene, framing marketing and sales in different ways - from the path to purchase in the mind of the customer, to the marketing and sales process in the mind of the vendor, and the changing role of marketing and sales in a digitally networked world.</p> <p><strong>Part 2</strong> outlines our framework, split into the following key steps:</p> <p><strong>Strategy development</strong></p> <p><strong>Diagnosis</strong> - the research and obstacle definition that needs to precede all strategy development. We consider four key topics:</p> <ul> <li> <strong>Process design. </strong>Diagnosis focused on current processes used by marketing and sales and how they differ from the ideal.</li> <li> <strong>Content management. </strong>Diagnosis focused on current content used by marketing and sales and how they differ from ideal.</li> <li> <strong>Competitor analysis.</strong> Analysis of how to gain competitive advantage.</li> <li> <strong>Measurement planning. </strong>What measurements do we need to put in place to indicate if our strategy is working and do we need to refine and optimise the actions we are taking?</li> </ul> <p><strong>Insights and action - </strong>what insights have come from the above diagnoses and how can we convert these insights into coherent actions to overcome obstacles and achieve our strategic goal? (We identify Key Actions at the end of each topic.)</p> <p><strong>Strategy deployment</strong></p> <p><strong>Team organisation. </strong>How, when we roll out this convergence strategy for marketing and sales, do we take two teams with different cultures and different ways of working and turn them into a single team?</p> <p>Written by experienced consultant Dr Mike Baxter, who has led consultant teams on many of Econsultancy's digital transformation projects, the report aims to identify best practice approaches and techniques. The report also includes real-life examples illustrating how marketing and sales have a pivotal role in digital transformation.</p> <h2>How can we help?</h2> <p>Our <a href="https://econsultancy.com/training/digital-transformation/">Digital Transformation</a> team regularly supports leading organisations to drive forward organisational change. Our Digital Maturity Audit is often the first step in this journey, providing you with a clear framework to:</p> <ul> <li>Understand critical capability gaps.</li> <li>Prioritise key projects and areas for development.</li> <li>Validate business cases for investment.</li> </ul> <p>If you want to find out more about the Digital Maturity Audit and how we can help, please don't hesitate to get in touch by emailing <strong>transformation@econsultancy.com</strong> or calling us on +44 (0)20 3199 8475.</p> <p><iframe src="https://www.youtube.com/embed/Pi15K7YytWo?wmode=transparent" width="560" height="315"></iframe></p> <p>video by <a href="http://www.londonvideostories.com/" target="_blank">LondonVideoStories</a></p> tag:econsultancy.com,2008:Report/4140 2016-06-27T09:00:00+01:00 2016-06-27T09:00:00+01:00 The CMO's Guide to Programmatic #<Author:0x007f9691677c38> <p><strong>The CMO's Guide to Programmatic</strong>, produced by Econsultancy in partnership with <a title="AudienceScience" href="http://www.audiencescience.com/">AudienceScience</a>, identifies <strong>the challenges of programmatic and how CMOs can work to solve them</strong>.</p> <p>Although marketers are improving their knowledge in the field, there are still problems to overcome before the majority of companies are ready to fully integrate programmatic into their campaigns.</p> <p>Based on interviews with senior executives working in digital marketing and ecommerce, the report aims to bridge the gap between what marketers currently know about programmatic, and where they need to be in order to take full advantage of it.</p> <h2>Key topics covered in the report</h2> <ul> <li>Data ownership and sharing</li> <li>Rise of mobile</li> <li>Attribution and pricing</li> <li>Ad verification</li> <li>Programmatic TV</li> <li>Who to advertise to and when</li> <li>In-house versus outsourcing</li> </ul> <p><strong>Download the report to read more.</strong></p> <h2>Contributors</h2> <p>Our thanks go to:</p> <ul> <li>Lara Izlan, Director, Programmatic Trading and Innovation, Auto Trader UK</li> <li>Maggie Buggie, VP and Global Head of Digital Sales and Marketing, Capgemini</li> <li>Paul Cable, Head of Marketing, First Utility</li> <li>Colin Lewis, Marketing Director, BMI Regional</li> <li>Gerhard Louw, Senior Manager, International Media Management, Deutsche Telekom</li> <li>Mike Reynolds, Senior Mobile Executive, IAB UK</li> <li>Sammy Austin, Head of Media, Group Marketing, TUI Group</li> <li>Raluca Efford, Head of Digital and Social Media Marketing, Direct Line</li> <li>Sarah Treliving, Joint Managing Director, Mediacom iLab</li> <li>David Gilbey, Head of Digital Performance Marketing, Bauer Media</li> </ul> tag:econsultancy.com,2008:Report/4173 2016-06-24T10:00:00+01:00 2016-06-24T10:00:00+01:00 Predictive Analytics Report #<Author:0x007f969173dc30> <h2>Overview</h2> <p>This is Econsultancy’s first <strong>Predictive Analytics Report</strong>, in association with <a title="RedEye" href="http://www.redeye.com/">RedEye</a>. The research, based on an online survey of nearly 400 digital marketers and ecommerce professionals, looks at adoption levels of predictive analytics and the types of strategies and tactics organisations are using.</p> <p>In addition, it evaluates the <strong>tools and processes</strong> employed for improving the level of actionable insights that predictive analytics can provide, and <strong>barriers to effective use</strong> of the capability.</p> <p>The aim is to provide <strong>a benchmark of where organisations are in their journey towards the implementation and application of predictive analytics</strong>, by examining the current usage and methods employed by practitioners, budget plans and perceptions of its importance going forward.</p> <p>The survey data was also used to identify groups of respondents with similar competencies and focus in terms of predictive analytics. These groups were ranked based on the sophistication of the analysis they are currently undertaking and their goals for the forthcoming year in order to produce a <strong>maturity model</strong>. Three stages of maturity have been identified based on the survey responses: 'Starting Out', 'Developing' and 'Strategic'.</p> <p>The maturity model can be used as <strong>a roadmap to guide organisations on their journey towards realising the strategic benefits that investment in predictive analytics can offer</strong>.</p> tag:econsultancy.com,2008:Report/4166 2016-06-22T13:04:00+01:00 2016-06-22T13:04:00+01:00 Top 100 Digital Agencies Report 2016 #<Author:0x007f9691c7b378> <p>The Top 100 Digital Agencies report is the definitive listing of the UK’s largest digital agencies. The guide features in-depth analysis and commentary on the state of the industry, along with information on each agency to help client-side professionals choose the right partner to help achieve their business goals.</p> <p>An interactive table of the Top 100 agencies can be viewed at:</p> <h2> <a href="http://bit.ly/1Tu9ZJD">digitalagencies.econsultancy.com</a><a href="http://www.digitalagencies.econsultancy.com/"><br></a> </h2> <h2><strong>How the Top 100 works</strong></h2> <p>The Top 100 Digital Agencies Report lists the UK’s top 100 digital marketing, design and build, technical and creative agencies. These are ranked on their fee income from digital activities in the UK. For the purposes of the Top 100, fee income from digital activities is defined as the money that agencies retain after any bought-in third-party costs, such as media, production or hosting, have been paid. Although not a perfect metric, we believe that this is a better indicator than overall turnover of what an agency’s digital expertise is worth.</p> <p>Media agencies are also included in the report, as a separate listing, and are ranked by their gross billings.</p> <h2>Report features</h2> <ul> <li>13 pages of in-depth editorial content  on the state of the agency industry</li> <li>Ranking tables of the top agencies by fee income, agency type and region</li> <li>The top six most respected agencies and the seven most influential people, nominated by the entrants to the Top 100.</li> <li>Profiles of the Top 100 digital agencies, and top eight Media agencies, including key information including business split between digital marketing channels, contact information and a list of key clients in some cases.</li> <li>The profiles of seven agencies we’ve selected as ‘ones to watch’ for the coming years, based on their work, growth and revenue.</li> </ul> <p>The Top 100 Digital Agencies report has been published annually since 2002, and historical data is available to subscribers as an Excel download, alongside the full dataset from 2016.</p> <h4><strong>To be added to the mailing list for next year's launch, please send an email to top100@econsultancy.com. You will then receive an invite email and the submission instructions when we open for entries in February 2017.</strong></h4> tag:econsultancy.com,2008:Report/4139 2016-06-22T10:00:00+01:00 2016-06-22T10:00:00+01:00 The Future of Content Marketing <p>Brands recognise that content is a vital way to reach and engage with consumers, whether they’re selling biscuits or bank accounts. What is proving challenging is getting these organisations to realise that content is no longer a bolt-on; something to be added into a website when time allows.</p> <p>Content stretches across every channel of interaction. It is a living thing, evolving as customer needs develop and is as much the remit of the insight or operations departments as it is a creative output.</p> <p><strong>The Future of Content Marketing</strong> report, published in association with <a href="http://oracle.com/marketingcloud/">Oracle Marketing Cloud</a>, examines<strong> how content marketing has changed and how brands need to alter their approach to remain current and relevant</strong>.</p> <h2>Themes explored</h2> <ul> <li> <strong>Data-driven content marketing. </strong>Whether overt or not, content is always custom.</li> <li> <strong>Bi-directional content. </strong>In an omnichannel environment, content is not a one-way communication, it is a conversation.</li> <li> <strong>Automation.</strong> Customers are aware of the inauthenticity of automated responses to human questions but on the flip side are happy to receive automated content if it is intelligently designed and delivered.</li> <li> <strong>Multinational multichannel. </strong>Navigating customer segments in a single territory already encourages an exponential growth in the amount of content needed to engage with customers. Moving content across borders only exacerbates the problem.</li> <li> <strong>Measurement.</strong> The future of content goes far beyond driving results in search or unique web visits.</li> <li> <strong>Social.</strong> While social platforms are becoming the hub for content conversations, little has changed when it comes to the importance of remaining relevant and authentic on social. Interruption is fine, even in one-to-one messenger conversations, as long as it fits both criteria.</li> <li> <strong>Utility. </strong>Successful content is always going to be useful content.</li> </ul> <h2>Methodology</h2> <p style="font-weight: normal;">The methodology involved two main phases:</p> <ul style="font-weight: normal;"> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues and opportunities for content marketing, examining the current landscape and how it is evolving.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews with a number of senior executives working for international brands.</li> </ul> <h2>Contributors</h2> <p style="font-weight: normal;">We would like to thank the following for their contributions to this report:</p> <ul> <li>Michael Africk, Founder and CEO, <strong>Inmoji</strong> </li> <li>Jay Baer, President, <strong>Convince &amp; Convert</strong> </li> <li>Jack Davies, Head of Content, <strong>Saatchi &amp; Saatchi</strong> </li> <li>Ed Hartigan, Head of Earned Media, <strong>iProspect UK</strong> </li> <li>Josh Jacobs, President, <strong>Kik Interactive</strong> </li> <li>Doug Kessler, Creative Director and Co-Founder, <strong>Velocity Partners</strong> </li> <li>Tom Osborne, Senior Content Manager, Digital, <strong>British Gas</strong> </li> <li>Ben Salmon, Founder, <strong>Attributely</strong> </li> <li>Perry Tell, Chief Operating Officer/Founder, <strong>Inmoji</strong> </li> <li>Pollyanna Ward, Digital and Social Media Manager, <strong>Mondelez International</strong> </li> </ul> <h2><strong>Other reports in the Modern Marketing Actionable Insights Series</strong></h2> <ul> <li><strong><a title="Marketing Budgets 2016" href="https://econsultancy.com/reports/marketing-budgets/">Marketing Budgets 2016</a></strong></li> <li><strong><a title="Marketers in the Boardroom" href="https://econsultancy.com/reports/marketers-in-the-boardroom/">Marketers in the Boardroom</a></strong></li> <li><strong><a href="https://econsultancy.com/reports/cross-channel-marketing-report/">Cross-Channel Marketing Report</a></strong></li> <li><strong><a href="https://econsultancy.com/reports/the-role-of-dmps-in-the-era-of-data-driven-advertising">The Role of DMPs in the Era of Data-Driven Advertising</a></strong></li> </ul> tag:econsultancy.com,2008:Report/4162 2016-06-21T11:05:00+01:00 2016-06-21T11:05:00+01:00 Digital Transformation in the Financial Services Sector #<Author:0x007f9691d479c8> <p>The <strong>Digital Transformation in the Financial Services Sector</strong> report looks at the challenges that companies within the sector are facing as they digitally transform themselves to compete in today’s changing market, seeking to understand best practice approaches, techniques and strategies that financial services companies are adopting to increase their chances of success.</p> <p>The report, which is an update on the 2015 research of the same name, aims to explore how marketers' responses to challenges have evolved and provide some updated recommendations on approaches to and opportunities related to digital transformation.</p> <h2>Methodology</h2> <p>We carried out a series of in-depth interviews with senior executives from across the financial services and insurance industries to understand how a range of organisations were responding to different opportunities and challenges.</p> <p>Companies interviewed included: Saga, MORETH&gt;N, RSA Insurance, LV, BlackRock, Alpha Financial Markets Consulting, Direct Line Group, The Co-operative Insurance, Barclays Bank, Lloyds Banking Group, Santander UK, Droplet, Nutmeg, AXA, JP Morgan Asset Management, Bibby Financial Services, Interactive Investor, Hargreaves Lansdown, Betterment and Scalable Capital.</p> <p>We also looked at sector-specific data from our <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">Digital Trends 2016</a> and <a href="https://econsultancy.com/reports/digital-trends-in-the-financial-services-and-insurance-sector-2016">Digital Trends in the Financial Services and Insurance Sector</a> reports, both published this year.<br></p> <h2>What you'll learn</h2> <ul> <li>The financial services industry is facing challenges from new business models and new players entering these markets, changing the ecosystem and making these sectors ripe for digital transformation.</li> <li>Companies in the sector see investment in digital and related skills as critical to success.</li> <li>Customer experience is a major focus for marketers.</li> <li>Having the right strategy and culture to deliver digital transformation is seen as essential.</li> <li>Data is perceived as being a huge part of the digital transformation journey.</li> </ul> <h2>You'll discover findings around:</h2> <ul> <li>How companies are looking to differentiate the customer experience and deliver value to their customers.</li> <li>Ways in which companies are putting the customer at the centre of decision-making.</li> <li>Practices companies are adopting to work in a more agile way.</li> <li>Encouraging a digital culture where digital is promoted throughout the organisation and is a part of everyone's job.</li> <li>Importance of re-platforming and moving away from legacy systems to be able to deliver on ambitions. </li> <li>Integrating data to understand customer journeys and behaviour to deliver more personalised and relevant communications.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> <h2>How we can help you</h2> <h2 style="font-weight: normal; color: #3c3c3c;"><a style="color: #2976b2; text-decoration: none;" href="https://econsultancy.com/training/digital-transformation" target="_self"><img style="font-style: italic; height: auto; float: right;" src="https://assets.econsultancy.com/images/resized/0004/8296/rgb_dt_logo-blog-third.png" alt="Digital Transformation" width="200" height="66"></a></h2> <p><a title="Digital transformation - Econsultancy" href="https://econsultancy.com/training/digital-transformation/">Digital transformation</a> is a journey that's different for every organisation. To enable delivery of your digital vision (or help you shape that vision) we’ve designed a comprehensive approach to tackle your transformation.</p> <p>Covering everything from strategic operational issues, down to specific marketing functions, we will work with you to achieve digital excellence.</p> <p>Talk to us about an initial, no-cost consultation.</p> <p>Contact our Digital Transformation Team on <a href="mailto:transformation@econsultancy.com">transformation@econsultancy.com</a> or call</p> <ul> <li>EMEA: +44 (0)20 7269 1450</li> <li>APAC: +65 6809 2088</li> <li>Americas: +1 212 971-0630</li> </ul> <p style="color: #6b6b6b;"> <iframe src="https://www.youtube.com/embed/2q_lWLm5qtg?wmode=transparent" width="560" height="315"></iframe></p> <p style="color: #6b6b6b;">video by <a href="http://www.londonvideostories.com/" target="_blank">LondonVideoStories</a></p> tag:econsultancy.com,2008:Report/4146 2016-06-06T21:00:00+01:00 2016-06-06T21:00:00+01:00 Media Budgets Index #<Author:0x007f9691da5618> Morag Cuddeford-Jones <p>The <strong>Media Budgets Index</strong>, published by Econsultancy in association with <a title="Datalicious" href="http://www.datalicious.com/">Datalicious</a>, compares and contrasts the relationship between where marketers are spending their money and where consumers are spending their time. This global report is designed to pull together findings from new research, and also provide recommendations on opportunities within online and traditional media spend.</p> <p>Based on the findings of an online survey across senior staff from a range of sectors and regions, in-depth interviews with marketers and ecommerce leads across the regions covered, and desk research, this report compares and contrasts spending habits, consumer habits and marketing trends.</p> <p>The research offers valuable insight into an area which so far has not been explored to such an extent: are advertisers wasting their money, putting money into channels their consumers ignore?</p> <h2>Key areas covered in the report</h2> <ul> <li>Country comparison index - how does marketers' advertising spending match up to where consumers in their region are spending time? The report includes country profiles on Australia/New Zealand, India, Singapore, the UK and the US.</li> <li>Where are organisations allocating their budgets and how is this allocation decided?</li> <li>Who holds responsibility for approving spend across the media mix and what are the roadblocks to increasing digital spend?</li> <li>Are marketers' attitudes matching up to reality? Are consumers actually spending their time on the channels we assume they are?</li> </ul> tag:econsultancy.com,2008:Report/4148 2016-06-01T12:45:00+01:00 2016-06-01T12:45:00+01:00 Social Media Platforms Overview #<Author:0x007f9691e3e3b8> <p>Part of our <a title="Social Media Best Practice Guide" href="https://econsultancy.com/reports/social-media-best-practice-guide/">Social Media Best Practice Guide bundle</a>, this report aims to provide <strong>a snapshot of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media</strong>, as well as what to consider when making the business case for social media platforms.</p> <p>It provides a summary of the main features of these platforms, and outlines some of the options available to marketers when developing a paid, owned and earned strategic approach to social media marketing and communications.</p> <p>Throughout the report, we bring you <strong>examples of how companies are using social media in different ways, as well as insights from companies interviewed</strong> specifically for this guide.</p> <p>For more details on <strong>best practice approaches, techniques, challenges and opportunities for creating your social media strategy</strong>, read the complementary <strong><a title="Social Media Strategy Best Practice Guide" href="https://econsultancy.com/reports/social-media-strategy-best-practice-guide/">Social Media Strategy Best Practice Guide</a></strong>.</p> <p><iframe src="https://www.youtube.com/embed/_IhT9S2YEyY?wmode=transparent" width="560" height="315"></iframe></p> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews (20 interviews in total) with a range of senior digital and non-digital marketers, communications leads and social media strategists. Interviewees for the research covered sectors as diverse as aerospace, retail, hospitality, public sector (including government), SaaS, FMCG, non-profit, agency, financial services and media.</li> </ul> <h2>Lead author</h2> <p>The lead author for our social media best practice guides is <strong>Michelle Goodall</strong>, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.</p> <p>She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.</p> <p>Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.</p> <h2>Contributors</h2> <p>The author and Econsultancy wish to extend sincere thanks to the following respected professionals who have contributed to the report:</p> <ul> <li> <strong>Richard Bagnall</strong> – CEO, PRIME Research UK &amp; SVP PRIME Research Europe</li> <li> <strong>Vikki Chowney</strong> – Director of Content &amp; Publishing Strategies, H+K Strategies</li> <li> <strong>Sarah Coggins</strong> – VP, PR and Social Media, Virgin Atlantic</li> <li> <strong>Raluca Efford</strong> – Head of Digital and Social Media Marketing, Direct Line Group</li> <li> <strong>Marisol Grandon</strong> – Head of Creative Content, The Department for International Development (DFID)</li> <li> <strong>Katie McDermott</strong> – Marketing Director, Gourmet Burger Kitchen</li> <li> <strong>Will McInnes</strong> – Chief Marketing Officer, Brandwatch</li> <li> <strong>Kerry Taylor</strong> – Senior Vice President Director of Television, MTV Networks</li> <li> <strong>Guy Stephens</strong> – Social Customer Care Consultant, IBM</li> <li> <strong>Stephen Waddington</strong> – Partner and Chief Engagement Officer, Ketchum</li> <li> <strong>Scott Wilkinson</strong> – Head of Brand, Acquisitions and Digital, Virgin Media Business</li> </ul> tag:econsultancy.com,2008:Report/4147 2016-06-01T12:45:00+01:00 2016-06-01T12:45:00+01:00 Social Media Best Practice Guide #<Author:0x007f9691ea5ec8> <p>According to research by GlobalWebindex, <strong>93% of internet users have at least one social media account</strong>. With social media touching so many areas of an organisation, the process of getting social media right has never been more important.</p> <p>This <strong>Social Media Best Practice Guide</strong> contains actionable, real-world insight with detailed explanations to help you start and improve your performance on social media platforms.</p> <p>In order to enable you to quickly access the information you need to start improving your marketing efforts, the guide is available as two individual reports:</p> <h3><strong>1. <a title="Social Media Strategy Best Practice Guide" href="https://econsultancy.com/reports/social-media-strategy-best-practice-guide/">Social Media Strategy Best Practice Guide</a></strong></h3> <p>The aim of this research is to identify <strong>best practice approaches, techniques, measurement considerations, challenges and opportunities for creating your social media strategy.</strong></p> <p>As social media platforms continue to evolve at a rapid rate we also cover some of the exciting developments taking place in social media.</p> <h3><strong>2. <a title="Social Media Platforms Overview" href="https://econsultancy.com/reports/social-media-platforms-overview/">Social Media Platforms Overview</a></strong></h3> <p>This report's purpose is to provide <strong>a snapshot of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media</strong>.</p> <p>It provides a summary of the main features of these platforms, and outlines some of the options available to marketers when developing a paid, owned and earned strategic approach to social media marketing and communications.</p> <p>Throughout both reports, we bring you <strong>examples of how companies are using social media in different ways, as well as insights from companies interviewed</strong> specifically for these guides.</p> <p><iframe src="https://www.youtube.com/embed/_IhT9S2YEyY?wmode=transparent" width="560" height="315"></iframe></p> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews (20 interviews in total) with a range of senior digital and non-digital marketers, communications leads and social media strategists. Interviewees for the research covered sectors as diverse as aerospace, retail, hospitality, public sector (including government), SaaS, FMCG, non-profit, agency, financial services and media.</li> </ul> <h2>Lead author</h2> <p>The lead author for our social media best practice guides is <strong>Michelle Goodall</strong>, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.</p> <p>She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.</p> <p>Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.</p> <h2>Contributors</h2> <p>The author and Econsultancy wish to extend sincere thanks to the following respected professionals who have contributed to the report:</p> <ul> <li> <strong>Richard Bagnall</strong> – CEO, PRIME Research UK &amp; SVP PRIME Research Europe</li> <li> <strong>Vikki Chowney</strong> – Director of Content &amp; Publishing Strategies, H+K Strategies</li> <li> <strong>Sarah Coggins</strong> – VP, PR and Social Media, Virgin Atlantic</li> <li> <strong>Raluca Efford</strong> – Head of Digital and Social Media Marketing, Direct Line Group</li> <li> <strong>Marisol Grandon</strong> – Head of Creative Content, The Department for International Development (DFID)</li> <li> <strong>Katie McDermott</strong> – Marketing Director, Gourmet Burger Kitchen</li> <li> <strong>Will McInnes</strong> – Chief Marketing Officer, Brandwatch</li> <li> <strong>Kerry Taylor</strong> – Senior Vice President Director of Television, MTV Networks</li> <li> <strong>Guy Stephens</strong> – Social Customer Care Consultant, IBM</li> <li> <strong>Stephen Waddington</strong> – Partner and Chief Engagement Officer, Ketchum</li> <li> <strong>Scott Wilkinson</strong> – Head of Brand, Acquisitions and Digital, Virgin Media Business</li> </ul> tag:econsultancy.com,2008:Report/4144 2016-06-01T12:45:00+01:00 2016-06-01T12:45:00+01:00 Social Media Strategy Best Practice Guide #<Author:0x007f9691f56d68> <p>Part of our <a title="Social Media Best Practice Guide" href="https://econsultancy.com/reports/social-media-best-practice-guide/">Social Media Best Practice Guide bundle</a>, this report aims to identify <strong>best practice approaches, techniques, measurement considerations, challenges and opportunities for creating your social media strategy.</strong></p> <p>It contains actionable, real-world insight with detailed explanations to help you start and improve your performance on social media platforms.</p> <p>Throughout the report, we bring you <strong>examples of how companies are using social media in different ways, as well as insights from companies interviewed</strong> specifically for this guide.</p> <p>For more details on <strong>the main features of social media platforms and the most pressing considerations for marketers</strong> looking to generate the most value from social media, read the complementary <strong><a title="Social Media Platforms Overview" href="https://econsultancy.com/reports/social-media-platforms-overview">Social Media Platforms Overview</a></strong> report.</p> <p><iframe src="https://www.youtube.com/embed/_IhT9S2YEyY?wmode=transparent" width="560" height="315"></iframe></p> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews (20 interviews in total) with a range of senior digital and non-digital marketers, communications leads and social media strategists. Interviewees for the research covered sectors as diverse as aerospace, retail, hospitality, public sector (including government), SaaS, FMCG, non-profit, agency, financial services and media.</li> </ul> <h2>Lead author</h2> <p>The lead author for our social media best practice guides is <strong>Michelle Goodall</strong>, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.</p> <p>She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.</p> <p>Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.</p> <h2>Contributors</h2> <p>The author and Econsultancy wish to extend sincere thanks to the following respected professionals who have contributed to the report:</p> <ul> <li> <strong>Richard Bagnall</strong> – CEO, PRIME Research UK &amp; SVP PRIME Research Europe</li> <li> <strong>Vikki Chowney</strong> – Director of Content &amp; Publishing Strategies, H+K Strategies</li> <li> <strong>Sarah Coggins</strong> – VP, PR and Social Media, Virgin Atlantic</li> <li> <strong>Raluca Efford</strong> – Head of Digital and Social Media Marketing, Direct Line Group</li> <li> <strong>Marisol Grandon</strong> – Head of Creative Content, The Department for International Development (DFID)</li> <li> <strong>Katie McDermott</strong> – Marketing Director, Gourmet Burger Kitchen</li> <li> <strong>Will McInnes</strong> – Chief Marketing Officer, Brandwatch</li> <li> <strong>Kerry Taylor</strong> – Senior Vice President Director of Television, MTV Networks</li> <li> <strong>Guy Stephens</strong> – Social Customer Care Consultant, IBM</li> <li> <strong>Stephen Waddington</strong> – Partner and Chief Engagement Officer, Ketchum</li> <li> <strong>Scott Wilkinson</strong> – Head of Brand, Acquisitions and Digital, Virgin Media Business</li> </ul> tag:econsultancy.com,2008:Report/4143 2016-05-31T16:30:00+01:00 2016-05-31T16:30:00+01:00 Top 100 Disruptive Brands 2016 <p>The <strong>Top 100 Disruptive Brands </strong>report identifies companies that are <strong>challenging traditional ways of thinking and defining the future of business</strong>.</p> <p>In collaboration with <a title="Marketing Week" href="http://www.marketingweek.com/">Marketing Week</a>, we’ve looked far and wide to curate a list of 100 disruptive brands that goes beyond the usual suspects.</p> <p>The list is not meant to be definitive. We aimed to include companies that represent<strong> the revolutionary spirit within business</strong>. They might have developed an entirely new business model, created an innovative and exciting product, or put themselves at the forefront of a new digital trend.</p> <p>Elsewhere, there are plenty of examples of those that are speaking directly to the needs of marketers. In some cases, offering solutions to needs that you didn't know you had.</p> <p>You might also note that it doesn’t include some of the better known disrupters. Their story is already well told.</p> <p>By selecting <strong>a list of relatively new and still unknown-to-many brands</strong> from a deep and wide pool we aim to do two things:</p> <ul> <li>Provide you with intelligence about brands that could well be about to shake up your sector.</li> <li>Offer you some inspiration from those making waves.</li> </ul> <p>From drone manufacturers to online football fan networks, from sustainable retailing to data innovators and wearable technology, there’s plenty of<strong> intelligence, inspiration and information</strong> you can learn from.</p> <p><iframe src="https://player.vimeo.com/video/168313165" width="640" height="360"></iframe></p> tag:econsultancy.com,2008:Report/4102 2016-05-17T10:10:00+01:00 2016-05-17T10:10:00+01:00 The Role of CRM in Data-Driven Marketing <p>In today’s world of multichannel shopping, <strong>CRM increasingly means combining digital, mobile and social data together with data tracked or projected from traditional touchpoints</strong> - which is no mean feat.</p> <p>While some businesses claim they are doing a good job of joining up traditional offline data with online, the reality is that most are lacking the know-how and infrastructure to do this properly.</p> <p>The proliferation of data silos and fragmented team structures means that the goal of being able to identify individual customers to a granular level and target them with personalised content and experiences is, for many companies, as elusive as it’s ever been.</p> <p><strong>The Role of CRM in Data-Driven Marketing</strong> report, produced in partnership with <a title="Sociomantic Labs" href="https://www.sociomantic.com/"><strong>Sociomantic Labs</strong></a>, investigates the <strong>extent to which marketers are using CRM data to plan and optimise their marketing</strong>. It also looks to assess the current impact CRM is having upon email, display advertising, social advertising, websites and customer journeys in particular.</p> <p>The report features <strong>in-depth opinions from senior-level executives working within ecommerce, digital and marketing departments</strong>, from companies including AllSaints, Camelot, Natue.com, Occam, Reed.co.uk, Skipton Building Society, Sole Society, TalkTalk, UK grocery retailer and Patron Direct.</p> <h2>What you'll learn</h2> <ul> <li>Why is CRM important?</li> <li>Where does CRM sit within the organisation?</li> <li>What role does CRM play in cross-channel marketing?</li> <li>What types of CRM segmentation and personalisation are being used for online marketing?</li> <li>Which CRM technology and tools are businesses choosing to invest in?</li> <li>How is customer lifetime value (CLV) being measured?</li> <li>How does having a CLV strategy benefit CRM?</li> <li>What are the main challenges with CRM?</li> <li>What are the future trends and predictions for CRM?</li> </ul> <h2>Who should read this report?</h2> <p>This report is for anyone interested in CRM, in particular brand marketers who are just about to, or have already started using CRM as part of their data-driven advertising.</p> tag:econsultancy.com,2008:Report/4129 2016-05-13T11:19:00+01:00 2016-05-13T11:19:00+01:00 Digital Transformation Trends Briefing: Digital Cream London 2016 <h2>Overview</h2> <p><strong>Digital transformation is the journey from where a company is, to where it aspires to be digitally. </strong></p> <p>A digital organisation is generally considered to be one that focuses on customer experience irrespective of channel and has a ‘digital culture’. But how do you get the right mix of skills, culture and technology in order to benefit the customer and the long-term health of your organisation?</p> <p>Econsultancy's <strong>Digital Transformation Trends</strong> Briefing, sponsored by <a href="https://www.accenture.com/gb-en/interactive-index.aspx">Accenture Interactive</a>,<strong> </strong>focuses on the key themes, opportunities and challenges relating to digital transformation as highlighted by client-side digital marketers during <a href="https://econsultancy.com/events/digital-cream-london">Digital Cream 2016</a>. </p> <p>The report aims to provide a snapshot of the areas that are top of mind for marketers, exploring how brands seek to address the challenges and opportunities in this area. </p> <h2>Key trends featured in the report</h2> <ul> <li>Defining digital transformation - are we really talking about 'customer experience transformation'?</li> <li>Objectives and strategy planning - the merits of starting small and aiming big.</li> <li>Top-down vs bottom-up, and the challenges of changing workplace culture.</li> <li>The balance between innovation and business-as-usual.</li> </ul> <h2>Digital Cream</h2> <p>An exclusive invitation-only roundtable event, Digital Cream is an opportunity for senior client-side marketers to learn from each other about the latest best practice, what’s working and what’s not.</p> <p>Digital Cream takes place around the globe throughout the year - <a href="https://econsultancy.com/events">see our upcoming events</a>.</p> <p><iframe src="https://www.youtube.com/embed/2q_lWLm5qtg?wmode=transparent" width="560" height="315"></iframe></p> <p>video by: <a href="http://www.londonvideostories.com/" target="_blank">LondonVideoStories</a></p> tag:econsultancy.com,2008:Report/4128 2016-05-10T16:58:00+01:00 2016-05-10T16:58:00+01:00 Digital Trends in the Financial Services and Insurance Sector #<Author:0x007f9692133a78> <h2>Overview</h2> <p>The <strong>Digital Trends in the Financial Services and Insurance Sector </strong>report, produced by Econsultancy in partnership with <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, explores how digital is changing the competitive landscape of retail banking and insurance.</p> <p>The report, which is based on a global survey of more than 330 marketers, discusses the challenges and opportunities that the digital shift presents to marketers in this sector.</p> <p>Where there are interesting differences, the wider industry is compared with a subset of companies that are at the forefront of the industry. As the companies creating the change to which others are responding, this group is referred to as 'leaders'. A useful lens for comparison and inspiration, leaders display important differences from the rest of the sample, dubbed the mainstream. </p> <h2>You'll discover findings around:</h2> <ul> <li>Financial services describes itself as being in the early stages of digital maturity, and every company in the study has room to advance.</li> <li>Marketers in financial services are prioritizing digital readiness, and have already seen digital channels and content exert an increasing influence on sales.</li> <li>The sector is having to compensate for new consumer habits, and appealing to this generation of customers is overwhelmingly the top issue for the mainstream.</li> <li>Online budgets in financial services have risen steadily, and more than half are increasing their 2016 budget.</li> </ul> <p><strong>Downlad a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4097 2016-05-10T15:00:00+01:00 2016-05-10T15:00:00+01:00 The Tension in B2B Customer Experience Management: Traditional priorities vs. new expectations <p><strong>The Tension in B2B Customer Experience Management </strong>report, published by Econsultancy in association with <strong><a title="SAP Hybris" href="http://hybris.com/">SAP Hybris</a></strong>, explores the extent to which B2B organizations address the challenge of improving the customer experience and how well equipped they are for the omnichannel future.</p> <p>The research is based on a global survey of over 220 senior leaders at B2B companies spanning a range of industries.</p> <h3>What you'll learn</h3> <p>The research suggests that while most in B2B recognize the importance of better satisfying buyers, there are significant obstacles to be overcome, some of which are self-imposed:</p> <ul> <li> <strong>Business customers with consumer expectations.</strong> B2B companies are coming to realize that they’re not immune to the digital revolution in how people find, research and buy their products. However, only 16% say that they’ve achieved a CX that’s on par with the best B2C experiences.</li> <li> <strong>B2B sets a low bar for customer experience strategy.</strong> A focus and reliance on strategy is a key difference between leaders in providing a great customer experience and their peers. While 58% of respondent companies believe that they have practical and visionary guidance for these initiatives, the reality is that most are lacking some of the fundamentals of an effective strategy.</li> <li> <strong>Top ecommerce goals are mismatched with customer priorities.</strong> Time and again, we find a tension between the overarching goal of an improved customer experience and the day-to-day decisions being made. For example, when asked to evaluate their ecommerce platforms as they relate to customer experience, respondents tend to emphasize capabilities that are vital, but largely invisible to the end user.</li> </ul> <h3>Features of the report </h3> <p>This 34-page report digs into the <strong>struggles and successes of B2B customer experience</strong>, looking at the extent to which B2B organizations understand the business buyer's journey and the ways in which they are using technology to create compelling experiences. It explores the following areas:</p> <ul> <li>The role of strategy in customer experience</li> <li>Priorities and platforms</li> <li>Challenges to building a great B2B commerce experience</li> <li>Data, technology and knowledge</li> <li>Content and customers - understanding the business buyer's journey</li> <li>Building your CX of the future</li> </ul> tag:econsultancy.com,2008:Report/4114 2016-05-09T00:01:00+01:00 2016-05-09T00:01:00+01:00 Customer Experience Maturity in Australia and New Zealand <h2>Overview</h2> <p>The <strong>Customer Experience Maturity in Australia and New Zealand</strong> report, produced by Econsultancy in association with <a title="Epsilon" href="http://www.epsilon.com/">Epsilon</a>, explores the extent to which organisations in the region focus on the customer, how well they understand the customer journey, how customer experience (CX) budget is allocated, how return on investment is measured and what the future of CX initiatives looks like.</p> <p>The research is based on a survey of 350 marketing, digital and ecommerce professionals based in Australia and New Zealand.</p> <h2>What you'll learn from this research</h2> <p>Key trends featured in the report:</p> <ul> <li>Most companies have not reached CX maturity</li> <li>Customer experience is a team sport</li> <li>New channels and creative innovations are less important</li> <li>The complexity of the customer journey is the main barrier to CX success</li> <li>Responsibility for CX is widely shared across the organisation</li> <li>Advanced CX organisations are more likely to use a broader range of technologies</li> <li>Half of organisations understand the customer journey, half are still struggling</li> <li>Advanced CX organisations integrate customer touchpoints</li> <li>Understanding the customer journey is about driving business and helping customers</li> <li>Responsibility for CX is allocated, but budget is not</li> <li>Both qualitative and quantitative insights are used to inform understanding of the customer journey</li> <li>Advanced companies are more likely to make improvements using insights</li> <li>Return on investment is being measured in traditional ways</li> <li>Companies will use CX initiatives to differentiate themselves from competitors over the next five years</li> <li>Improving channels and understanding the customer journey</li> </ul> <h2>Features of the report</h2> <p>This 44-page report looks in detail at the struggles and successes of modern customer experience, and explores the extent to which organisations from Australia and New Zealand deliver a consistent and relevant customer experience across all touchpoints. It explores the following areas:</p> <ul> <li>Delivering a great customer experience</li> <li>Responsibility for customer experience</li> <li>Customer experience technology</li> <li>Extent to which organisations understand the customer journey</li> <li>Benefits deriving from an understanding of the customer journey</li> <li>Budgeting for understanding the customer journey</li> <li>Customer data and insight</li> <li>Measuring returns</li> </ul> <h2>Who should read this report?</h2> <p>The report is essential reading for both in-house marketers and agency professionals based in Australia and New Zealand, as well as those outside the region who want to understand what the level of customer experience maturity is in these countries.</p> tag:econsultancy.com,2008:Report/4125 2016-05-04T11:25:00+01:00 2016-05-04T11:25:00+01:00 Social Quarterly: Q2 2016 #<Author:0x007f96922a3a20> <p>Social media is evolving rapidly, and the Social Quarterly provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>This time, the second edition of the Social Quarterly looks at developments on Instagram and Snapchat, includes statistics on private messaging apps, takes a closer look at the roles of both millennials and parents and includes the regular updates on user numbers and mobile social media usage.</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><iframe src="https://www.youtube.com/embed/GBkz9ExDEkw?wmode=transparent" width="560" height="315"></iframe></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/4124 2016-05-03T11:44:00+01:00 2016-05-03T11:44:00+01:00 People and Process: Agile working, collaborative tools and cloud-based marketing tech <h2>Overview</h2> <p>Econsultancy's <strong>People and Processes Trends Briefing </strong>explores the increasing ways companies are organising their marketing and highlights the challenges faced by delegates attending Econsultancy's roundtable-based <a href="https://econsultancy.com/events/digital-cream-london">Digital Cream London 2016</a> event.</p> <p>The People and Processes roundtable was sponsored by <a href="https://www.censhare.com/en">censhare </a>and moderated by digital consultant Danielle Sheerin.</p> <h2>What you'll learn from this report</h2> <ul> <li>Understand how business see themselves along the process of digital transformation, and how working in agile ways is helping them transform.</li> <li>The differing definitions of 'agile' among businesses.</li> <li>The drivers towards, and benefits of, transformational agility.</li> <li>Barriers to transformation.</li> <li>Helpful tools and resources and case studies for teams working towards transformational agility.</li> </ul> <h2>Digital Cream</h2> <p>An exclusive invitation-only event, Digital Cream is an opportunity for senior client-side marketers to learn from each other about the latest best practice, what's working and what's not.</p> <p>Digital Cream takes place around the globe throughout the year - <a href="https://econsultancy.com/events">see our upcoming events</a>.</p> <h2>Digital Transformation</h2> <p>Want more information on <a href="https://econsultancy.com/training/digital-transformation">digital transformation</a>?</p> <p>Digital is changing faster and more profoundly than anyone could have predicted. Doing what you've always done is no longer an option.</p> <p>The specialist Digital Transformation practice within Econsultancy helps companies accelerate their journeys to digital excellence. We address the four vectors of change:</p> <ul> <li>Your <strong>strategy</strong> - where should you be going with digital?</li> <li>Your <strong>people</strong> - what teams, talent and skills do you need to get there?</li> <li>Your <strong>processes</strong>- how should you change the way you work?</li> <li>Your <strong>technologies</strong>- what platforms, software and data strategy will serve you best?</li> </ul> <p><strong>Talk to us about an initial, no-cost consultation. </strong>We'll discuss your toughest challenges, outline our methodology and come back with a proposal.</p> <p>Contact our Digital Transformation Team on transformation@econsultancy.com or call:</p> <ul> <li> <strong>EMEA:</strong>+44 (0)20 7269 1450</li> <li> <strong>Americas: </strong>+1 212 971 0630</li> <li> <strong>APAC: </strong>+65 6653 1911</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/4107 2016-04-25T11:30:00+01:00 2016-04-25T11:30:00+01:00 Digital Shift Report: Q2 2016 <p><a href="https://econsultancy.com/reports/digital-shift"><strong>Digital Shift</strong></a>, a quarterly service from Econsultancy, is intended as <strong>a guide to support strategic thinking</strong>.</p> <p>Focused tightly on digital technologies, marketing and ecommerce, it’s about <strong>delivering actionable insight on trends that will be significant in the short to mid-term</strong>, and which can be used to generate new ideas, improve business performance and stay ahead of the competition.</p> <p>The <strong>Q2 2016 report</strong> explores the most notable developments impacting digital marketing this quarter. The critical shifts are summarised below:</p> <ul> <li> <strong>Near-term marketing trends.</strong> Econsultancy’s <a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">research</a> into near-term digital trends reveals an increasing focus on personalisation, attribution and content optimisation as part of the all-encompassing focus on customer experience.</li> <li> <strong>Growing complexity or simplicity in martech?</strong> With apparent growing complexity in the marketing technology landscape, we look at a useful classification of martech and whether the concept of a joined-up martech stack might actually become easier to put together.</li> <li> <strong>Algorithms and artificial intelligence (AI).</strong> Algorithms are more important than ever for marketers, and likely to become even more so. We look at the implications of increasing algorithmic curation, and some concepts that speak to how algorithms and AI are making real leaps forward in capability.</li> <li> <strong>Chatbots and AI.</strong> Suddenly, everyone is talking about chatbots. We consider their role in marketing, their likely future, and some interesting examples of brands already taking steps into the world of chatbots.</li> <li> <strong>Conversational commerce.</strong> With a growing focus on conversational interfaces, what could this mean for the future of retail and commerce? Could it actually mean a reinvention of traditional forms of UX, new skills, but also entirely new opportunities for brands looking for new commerce opportunities?</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>You can access the <strong>previous Digital Shift report (Q1 2016)</strong> <a title="Digital Shift Report: Q1 2016" href="https://econsultancy.com/reports/digital-shift-report-q1-2016/">here</a>.</p> <p><iframe src="https://player.vimeo.com/video/163683566" width="640" height="480"></iframe></p> tag:econsultancy.com,2008:Report/4092 2016-04-18T14:00:00+01:00 2016-04-18T14:00:00+01:00 Marketing Budgets 2016 <h2>Overview</h2> <p>The <strong>Marketing Budgets 2016 Report</strong>, published by Econsultancy in association with <a href="https://cloud.oracle.com/marketing-cloud" target="_self">Oracle Marketing Cloud</a>, is a bellwether for the health of the marketing industry.</p> <p>It looks at the extent to which companies are increasing their budgets across a range of channels and technologies, comparing online and offline budgets while also looking at the balance between acquisition and retention marketing.</p> <p>The report compares spending trends – and ability to measure ROI – across different 'traditional' and digital channels. </p> <p>Almost 500 companies participated in this research, which took the form of an online survey during January and February 2016.</p> <h2>What you'll learn from this research </h2> <p>The report reveals marketers’ priorities for the next 12 months, while exploring the extent to which companies are committed to investing in marketing, the channels they are focusing their investment on, and the challenges they face in improving their capabilities in this area.</p> <p>As a result of collecting data and insight on the state of marketing budgets since 2010, the report allows you the opportunity to understand the results in the context of marketing budgets dating back to 2010 and any trends that have emerged.</p> <p><strong>Key findings from the report </strong></p> <ul> <li>Attitudes towards marketing budgets dip, as realities of the boardroom kick in</li> <li>Customer experience and measurability drive marketing technology spend</li> <li>Culture is stifling innovation... and the budget</li> </ul> <h2>Features of the report </h2> <p>This 54-page report looks in detail at how companies are allocating their online and offline marketing budgets in 2016. It explores the following areas:</p> <ul> <li>Marketing budget plans for 2016</li> <li>The CX impact</li> <li>Is the culture of ROI stifling innovation?</li> </ul> <h2>Who should read this report?</h2> <p>The report is essential reading for both in-house marketers and agency professionals around the world, as well as those who want to understand how marketing budgets and investment is evolving within the digital and traditional marketing fields.</p> <h2><strong>Other reports in the Modern Marketing Actionable Insights Series</strong></h2> <ul> <li><strong><a title="Marketers in the Boardroom" href="https://econsultancy.com/reports/marketers-in-the-boardroom/">Marketers in the Boardroom</a></strong></li> <li><strong><a href="https://econsultancy.com/reports/cross-channel-marketing-report/">Cross-Channel Marketing Report</a></strong></li> <li><strong><a href="https://econsultancy.com/reports/the-role-of-dmps-in-the-era-of-data-driven-advertising">The Role of DMPs in the Era of Data-Driven Advertising</a></strong></li> </ul> tag:econsultancy.com,2008:Report/4083 2016-04-13T12:00:00+01:00 2016-04-13T12:00:00+01:00 Quarterly Digital Intelligence Briefing: The Pursuit of Data-Driven Maturity <p><strong>The Pursuit of Data-Driven Maturity </strong>report, based on a survey conducted by Econsultancy and <strong><a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a></strong>, examines the extent to which organisations are investing time, expertise and budgets to make data-driven marketing a reality. The research also explores adoption levels for more advanced techniques, such as audience amplification and predictive analytics.</p> <p>The report is based on a global survey of more than 3,600 marketers and ecommerce professionals carried out at the end of 2015.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>Introduction</li> <li>Building a data-driven strategy</li> <li>The return on data</li> <li>Moving to a whole customer view</li> <li>Audience amplification: finding new customers with data</li> <li>Understanding tomorrow's customers with predictive analytics</li> <li>Outpacing the competition</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Most companies either have no formal approach whatsoever to <strong>using data in marketing programmes</strong> (23%) or are working towards a strategic approach, but haven’t arrived at one yet (51%). Only 26% of responding organisations have a solid data-driven marketing strategy in place.</li> <li>The <strong>online/offline divide</strong> still exists in 60% of organisations surveyed and 83% struggle with merging their data points.</li> <li>Only 7% of those surveyed exploit <strong>audience amplification</strong> as much as they can, while 13% are doing some work, aided by external support.</li> <li>Less than a fifth (19%) indicate they have technology and processes designed to <strong>predict the needs and behaviours</strong> of customers and prospects.</li> <li>Two in five (41%) report that <strong>marketing takes a back seat</strong> to IT/tech groups in managing its data, with 45% suggesting that marketing can’t make decisions on new technology investments.</li> <li>More than two-fifths (43%) are not using <strong>mobile data</strong> in any meaningful way, while only a fifth collect data on how mobile affects the customer journey. Even smaller proportions are using mobile data for geo-targeting (17%) or uncovering differences between customers (16%).</li> <li>A third (34%) of responding companies rely on individuals/teams separately managing point solutions and delivering insights to a central repository. At the other end of the spectrum, only 13% are using <strong>cloud-based technology</strong> that includes solutions across marketing goals.</li> </ul> <p><strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:Report/4093 2016-04-12T12:23:00+01:00 2016-04-12T12:23:00+01:00 People-Based Advertising in North America #<Author:0x007f9692987d28> <h2>Overview</h2> <p>The <strong>People-Based Advertising</strong> report, produced in collaboration with <strong><a title="Signal" href="http://www.signal.co/">Signal</a></strong>, is based on a survey of more than 350 brand marketers and media buyers in <strong>North America</strong>. It explores the hypothesis that smarter, data-driven, people-based display advertising is an important alternative to the legacy model that is failing the online ecosystem.</p> <p>With the unpleasant realities of ad blocking, fraud and viewability concerns weighing on marketers' minds, this report explores whether smarter, data-driven, people-based display advertising is a viable important alternative to the legacy model that is failing the online ecosystem.</p> <h2>What you'll learn</h2> <ul> <li>What are the issues with display keeping advertisers up at night?</li> <li>How are companies managing the data governance issues created by the relative marketing dominance of brands such as Google, Facebook and Twitter?</li> <li>How important is the process of onboarding in the future that advertisers envision?</li> <li>Are consumers likely to be less compliant in the future about the use of their data in addressable media?</li> </ul> <h2>Who should read this report?</h2> <p>The report is essential reading for both in-house marketers and agency professionals based in North America, as well as those outside the region who want to understand how people-based advertising is evolving in these countries.</p> tag:econsultancy.com,2008:Report/4090 2016-04-12T10:00:00+01:00 2016-04-12T10:00:00+01:00 Email Marketing Industry Census 2016 <p>The tenth annual <strong>Email Marketing Industry Census</strong>, sponsored by <a href="http://www.adestra.com">Adestra</a>, is based on the largest UK survey of email marketers.</p> <p>The census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.</p> <p>With <strong>ten years' worth of data to assess</strong>, this provides an unparalleled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating.</p> <p>This report looks in detail at the approaches taken and the resources given to email marketing, as well as issues regarding effectiveness, personalisation, marketing automation, mobile and the future of email.</p> <p>Over 1,100 respondents took part in the 2016 Census, which took the form of an online survey in February and March 2016.</p> <h2>What you'll learn</h2> <ul> <li>Find out how a variety of trends around email practices, budgets and opinions have changed over ten years.</li> <li>Discover other marketers' opinions on what the future of email will look like.</li> <li>Benchmark your own practices with the activities of marketers maximising their email activities.</li> <li>Understand the challenges organisations are facing in improving their email capabilities.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>Email again delivers highest ROI ahead of SEO, but is not receiving the budget spend</li> <li>Delivering advanced segmentation continues to be a challenge</li> <li>Lack of resources impacting a clear strategy for mobile optimisation</li> <li>Tactics used for mobile optimisation and increasing complexity</li> <li>More work to be done to achieve success in implementing automated email programmes</li> <li>Use of third-party email systems increases significantly</li> <li>Focus for the future</li> </ul> <h2>Expert insight</h2> <p>The <strong>86-page</strong> 2016 census report contains insight and comment from leading experts in the email marketing world and associated digital sectors, including:</p> <ul> <li>Kath Pay, Founder &amp; Senior Consultant, Holistic Email Marketing</li> <li>Jordie van Rijn, eCRM and Email Marketing Consultant, eMailMonday</li> <li>Tim Watson, Email Marketing Consultant, Zettasphere</li> </ul> <h2>Features of the report</h2> <ul> <li>Approach to email</li> <li>Email effectiveness</li> <li>Place in the organisation</li> <li>Mobile</li> <li>Personalisation</li> <li>Marketing automation</li> <li>Improving email marketing for the future</li> </ul> <p><strong>You can download a free sample of the report to learn more.</strong></p> <p><iframe src="https://www.youtube.com/embed/TotoIZdle3c?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:Report/4085 2016-04-05T14:40:00+01:00 2016-04-05T14:40:00+01:00 Innovating the Digital Customer Experience #<Author:0x007f9692a90df0> Morag Cuddeford-Jones <p>Successful innovation starts with the customers, and this Econsultancy report, in association with Jahia, takes a closer look at innovation within digital customer experience. </p> <p>The report is based on interviews with senior executives working for international brands, and covers current innovation, inspiring case studies and how to get company buy-in. </p> <h2>What you'll learn:</h2> <ul> <li>How to innovate and 'visionate' for your company.</li> <li>Leadership skills essential to innovation.</li> <li>How to future-proof innovation and keep it agile.</li> <li>How to maintain growth when competition is rife.</li> <li>How to secure much-needed company buy-in to pursue innovation.</li> <li>What steps have been put in place to encourage innovation by recognised international brands.</li> </ul> <p><strong>Download the report to view more.</strong></p> <h2><strong>Contributors</strong></h2> <p>Our thanks go to:</p> <ul> <li>Joe Guith, President, Cinnabon</li> <li>Edwin Bos, VP Innovation, Reevoo</li> <li>Cameron Worth, CEO, SharpEnd</li> <li>Markus Wulff, Digital Innovation, Absolut</li> <li>Fredrik Thorsén, Head of Digital Marketing, Absolut</li> <li>Andre Eikmeier, Co-Founder and Joint CEO, Vinomofo</li> <li>Mariano Dima, Global CMO, HomeAway</li> <li>Dominique Ansel, Chef Patron, Dominique Ansel Bakery</li> <li>Amber Gadsby, Director of Digital Experience, Domino's</li> <li>Debbie Hulme, Senior Customer Experience Manager, Virgin Atlantic</li> <li>Omaid Hiwaizi, President of Global Marketing, Blippar</li> </ul> tag:econsultancy.com,2008:Report/4082 2016-04-01T13:07:00+01:00 2016-04-01T13:07:00+01:00 The China Digital Report #<Author:0x007f9692b385a0> <p>The opening-up of China, with its growing middle-class population, increased westernisation, and greater communication with the outside world, has resulted in a rapid expansion in internet penetration. Indeed, <strong>China now accounts for around a fifth of the global internet population</strong>, with the single largest national online presence.</p> <p>Unlike Western countries, however, this growth has been fuelled by ownership of smartphones rather than desktop computers. This heavily influences the way in which consumers in China access the web for surfing, social networking and, of course, shopping.</p> <p><strong>China’s new digital economy</strong> has opened opportunities for western brands looking to target consumers in what is far from a homogenous market. However, the digital ecosystem in China differs substantially from that of western countries. With this in mind, it makes sense to look at the major internet players in China as well the user experience.</p> <p>This report does just that. We also analyse and learn from the real-life experiences and outcomes of companies who have recently launched their brands in China.</p>