tag:econsultancy.com,2008:/reports Research from Econsultancy 2016-02-04T15:10:00+00:00 tag:econsultancy.com,2008:Report/4014 2016-02-04T15:10:00+00:00 2016-02-04T15:10:00+00:00 Digital Shift Report: Q1 2016 #<Author:0x007ffe57201720> <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>Q1 2016 report </strong>explores the most notable developments impacting digital marketing this quarter. The critical shifts are summarised below:</p> <ul> <li>The future of <strong>content marketing.</strong> Has the New York Times signalled one of the major ways in which content marketing will develop? In creating entirely new approaches to how they use, manage, automate and re-purpose their content we could be witnessing the start of a new beginning for content marketing.</li> <li>The future of <strong>artifical intelligence.</strong> With Mark Zuckerberg announcing his ambition to build an artificial intelligence assistant for home and work, what do marketers really need to know about AI? We'll be taking a look at what it means for how we might target and design experiences for our customers in new ways, how we use apps and the implications for retail.</li> <li>The future of <strong>wearables.</strong> A long-term trend, but are we getting too focused on wristbands and watches? We look at how the future of wearables is as likely to be about clothes and tattoos.</li> <li>The future of <strong>organisational structures.</strong> We reveal highlights from our new Econsultancy research into organisational structures and resourcing, showing that fluid resourcing might just be the new normal.</li> <li>The future of <strong>leadership.</strong> With digital transforming businesses in just about every sector is it time that we redefined effective leadership as well? Findings from Econsultancy's new research indicate a growing need for softer skills aligned with a highly commercial focus, but also a perceived technology literacy gap among our current senior leaders.</li> </ul> <p>Download a copy of the report to learn more.</p> tag:econsultancy.com,2008:Report/4018 2016-02-04T13:25:00+00:00 2016-02-04T13:25:00+00:00 Social Quarterly #<Author:0x007ffe57293d00> <p>Social media is evolving rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>Now time-pressed marketers can access an instant view of what is happening on Twitter, Facebook, Snapchat, Pinterest and Instagram and use this to inform decision-making. Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest new 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>See examples of best practice and companies performing well across social.</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/4023 2016-02-04T12:00:00+00:00 2016-02-04T12:00:00+00:00 The Best of Digital Shift 2015 #<Author:0x007ffe57322168> Neil Perkin <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>Best of Digital Shift 2015 </strong>reflects the key developments impacting digital marketing over the past year. The critical shifts are summarised below:</p> <ul> <li> <strong>Innovation management</strong>: The cyclical nature of technology adoption continues to increase in speed, turning exciting opportunities into afterthoughts faster than ever before. What are the new technologies primed to change consumer and purchasing behaviour and how will they fit into commerical offerings?</li> <li> <strong>Growing complexity</strong>: With infinite ways in which marketers can interact with consumers, programmatic marketing is a key priority. How should organisations approach the challenge of integration as they seek to offer personalised experiences?</li> <li> <strong>The era of distribution and the evolution of social</strong>: The maturation of key social platforms has turned social media from a fledging sub segment of marketing, to a dominant gatekeeper of consumer attention and access. How is this changing business models and creating new opportunities?</li> <li> <strong>From mobile apps to bots: </strong>With just a handful of apps dominating the consumers' attention, apps need to be far more pervasive, personal and predictive in order to provide value. How is such thinking permating customer experiences on mobile and in the real world? </li> <li> <strong>Wearables and virtual reality</strong>: There are a host of new technologies gaining traction with early adopters. But which of these are worth experimenting with? How many of these will gain mainstream adoption?</li> </ul> tag:econsultancy.com,2008:Report/4022 2016-02-04T12:00:00+00:00 2016-02-04T12:00:00+00:00 Career and Salary Survey Report 2016 <p>Building on our inaugural <strong>Career and Salary Survey</strong> in <a href="https://econsultancy.com/reports/salary-survey-2015-report/">2015</a> (previously called The Salary Survey), Econsultancy collaborated with sister brands <a href="http://www.marketingweek.com/">Marketing Week</a>, <a href="http://www.designweek.co.uk/">Design Week</a> and <a href="http://www.creativereview.co.uk/">Creative Review</a> to survey nearly 8,500 people across the marketing, digital, design and advertising industries.</p> <p>This report is based on data provided by those who classify themselves as <strong>general marketing and digital professionals</strong>, numbering over 4,300 individuals.</p> <p>It's been nearly three years since Econsultancy drafted its <a href="https://econsultancy.com/blog/62668-our-modern-marketing-manifesto-will-you-sign/">Modern Marketing Manifesto</a>, and this survey data goes some way towards showing how well the gap between digital and general marketing is closing, and what still needs to happen before digital thinking is embedded into all aspects of business strategy.</p> <p>The main objective of this research is to give a guideline of how marketers are remunerated and what the trends and variations are across different industry sectors and regions in the UK, but also to understand how they rate various remuneration packages, what benefits they receive, what their expectations are and how marketing departments evolved in the last 12 months.</p> <p>The survey will help you benchmark salaries for more than 50 individual job roles including positions such as chief marketing officer, digital strategist, marketing manager and eCRM manager. We are confident that this report provides real practical value both for those working in the marketing industry who want to understand how their peers are remunerated.</p> <h2>Findings include:</h2> <ul> <li> <strong>Digital salaries are performing well. </strong>2016 sees more digital roles encroach upon the general marketing space, with digital specialists faring well in terms of average salary.</li> <li> <strong>Mobile skills are highly sought-after. </strong>Mobile emerges as the top paid specialism among digital marketers in 2016, receiving an average basic salary of £49,280.</li> <li> <strong>The gender pay gap persists. </strong>It’s disappointing to see that a sizeable pay gap continues between men and women working in marketing.</li> <li> <strong>Marketers want to up their skills. </strong>With digital marketing content, technology and channels evolving at a phenomenal rate, demand for high quality, digital marketing training has never been higher.</li> <li> <strong>Marketing needs greater representation at board level.</strong> Seeking representation at the top table is ultimately what marketing needs, to ensure its value in driving revenue throughout the business is properly acknowledged.</li> </ul> <h2>Who should read this report?</h2> <p>This report is aimed at marketing practitioners (working either client-side or for an agency) who are interested in salary trends and variations, and want to benchmark their current salaries, in addition to those interested in how UK marketeres are remunerated.</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/4007 2016-01-26T14:30:00+00:00 2016-01-26T14:30:00+00:00 The Rise of Influencers <h2>Overview</h2> <p>Fashion and Beauty Monitor's <strong>The Rise of Influencers</strong> report, in association with Econsultancy, assesses how brands are approaching influencer marketing and with what success. Over the past couple of years, more and more brands have begun to align themselves with social media influencers as a result of customers expressing increasing preference for 'authentic' opinion over and above the voice of the brand itself. This represents a completely new way of working, and this report considers the key trends in working with influencers, the challenges marketers face, and the definition of an 'influencer'.</p> <h2>Key takeaways</h2> <ul> <li>A healthy majority of brands already have an influencer marketing programme underway.</li> <li>Identifying the right influencer is a time-consuming and difficult process, with many currently managing this in-house.</li> <li>Engagement with influencers is becoming more challenging as influencers have become savvier about who they can work with and what they can demand.</li> <li>Relevance in terms of subject area is seen by a majority as the most important factor in choosing the right influencer, more so than reach.</li> </ul> <h2>About Fashion and Beauty Monitor</h2> <p><a href="http://www.fashionmonitor.com/">Fashion and Beauty Monitor</a> is the only digital resource which provides influencer, media, PR and brand contacts, news, events and industry intelligence - all in one convenient place.</p> <p>With over 25 years of experience at the heart of the industry, the world's most successful fashion and beauty professionals rely on our resources and passionate team of experts to plan, engage and connect in a competitive, evolving market.</p> <p>To find out more about Fashion and Beauty Monitor, or for more information about the report, please contact Centaur Marketing's Content Marketing Manager, Priyanka Mehra Dayal, at priyanka.mehra-dayal@centaurmedia.com</p> <p><strong style="border: 0px; vertical-align: baseline;">Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4001 2016-01-24T22:30:00+00:00 2016-01-24T22:30:00+00:00 The Rise of Marketing Technologists in Australia and New Zealand <h2>Overview</h2> <p><strong>The Rise of Marketing Technologists</strong> report, produced by Econsultancy in association with <strong><a title="IBM Marketing Cloud" href="http://www.ibm.com/">IBM Marketing Cloud</a></strong>, is based on a survey of almost 450 marketing, digital and ecommerce professionals based in Australia and New Zealand.</p> <p>The report, which aims to sum up the state of marketing technology in the region, looks at the extent to which companies value marketing technology, how they use various technologies, and their current and future marketing technology priorities.</p> <h2>What you'll learn from this research </h2> <p>The report reveals marketers’ technology priorities for the next 12 months, while exploring the extent to which companies are committed to investing in various technologies, the areas they are focusing their investment on, and the challenges they face in using marketing technology more effectively.</p> <p><strong>Key trends featured in the report: </strong></p> <ul> <li>A positive outlook for marketing technology</li> <li>The CMO is still the decision maker</li> <li>The majority of companies have integrated their marketing technology</li> <li>Email is still the most invested in and most important marketing technology</li> <li>Content-related technologies aren't far behind email</li> <li>Social media technologies are popular, but not seen as critical</li> <li>Companies are more likely to invest in easy-to-use technology</li> <li>Marketing automation and multivariate testing best for ROI</li> <li>Technology doesn't yet help with budget decisions or profitability</li> <li>Organisational issues are a significant barrier to effective use of marketing technology</li> <li>Overall, the future is bright for marketing technology</li> </ul> <h2>Features of the report </h2> <p>This 39-page report looks in detail at spending trends across a range of marketing technologies and investment priorities for the next 12 months. It explores the following areas:</p> <ul> <li>The strategic care for investing in marketing technology</li> <li>Skills and understanding</li> <li>Role and influence of key decision makers</li> <li>Current technology priorities</li> <li>Criticality versus ease of use</li> <li>Return on investment</li> <li>How organisations rate their use of marketing technology</li> <li>Barriers to effective use of marketing technology</li> <li>Looking ahead: investment in marketing technologies</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 how marketing technology investment is evolving in these countries.</p> tag:econsultancy.com,2008:Report/1980 2016-01-21T16:30:00+00:00 2016-01-21T16:30:00+00:00 Quarterly Digital Intelligence Briefings Econsultancy <h3>Download the latest Quarterly Digital Intelligence Briefing (2016 Digital Trends) <a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">here</a>.</h3> <p>Econsultancy's <strong>Quarterly Digital Intelligence Briefings </strong>look at some of the most important trends affecting the marketing landscape.</p> <p>Marketers around the world are surveyed on a regular basis to give an accurate bellwether of trends that matter to marketers. Each year kicks off with a broader view on where marketers are focusing their attention. For the rest of the year, Econsultancy’s Research Team dig into some of the key trends to add depth and insight.</p> <p>These reports will benefit senior marketers with budget and planning responsibility who wish to benchmark themselves against their industry peers. They provide many stats and data points to assist with business cases, presentations and client pitches.</p> <p>The Digital Intelligence Briefings are sponsored by <a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a>.</p> <p><strong>2016</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">Q1: 2016 Digital Trends</a></li> </ul> <p><strong>2015</strong></p> <ul> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2015-digital-trends/">Q1: 2015 Digital Trends</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Quest for Mobile Excellence" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-quest-for-mobile-excellence">Q2: The Quest for Mobile Excellence</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">Q3: The Multichannel Reality</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-cx-challenge/">Q4: The CX Challenge</a></li> </ul> <p><strong>2014</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2014 Digital Trends" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends">Q1: Digital Trends for 2014</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Finding the Path to Mobile Maturity" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-finding-the-path-to-mobile-maturity">Q2: Finding the Path to Mobile Maturity</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Delivering Digital Experiences" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-delivering-digital-experiences">Q3: Delivering Digital Experiences</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-why-marketing-should-be-personal/">Q4: Why Marketing Should Be Personal</a></li> </ul> <p><strong>2013</strong></p> <ul> <li> <a title="Quarterly Digital Intelligence Briefing: Digital Trends for 2013" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013">Q1: Digital Trends for 2013</a> </li> <li> <a title="Quarterly Digital Intelligence Briefing: From Content Management to Customer Experience Management" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-from-content-management-to-customer-experience-management">Q2: From Content Management to Customer Experience Management</a> </li> <li><a title="Quarterly Digital Intelligence Briefing: Optimising Paid Media" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-optimising-paid-media">Q3: Optimising Paid Media</a></li> <li><a title="Channels in Concert: Trends in Integrated Marketing" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing">Q4: Trends in Integrated Marketing</a></li> </ul> <p><strong>2012</strong></p> <ul> <li><a title="Digital Trends for 2012" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2012/">Q1: Digital Trends for 2012</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Personalisation, Trust and Return on Investment" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-personalisation-trust-and-roi">Q2: Personalisation, Trust and Return on Investment</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-managing-and-measuring-social">Q3: Managing and Measuring Social</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Making Sense of Marketing Attribution" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-making-sense-of-marketing-attribution">Q4: Making Sense of Marketing Attribution</a></li> </ul> <p><strong>2011</strong></p> <ul> <li><a title="Digital Trends for 2011" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q2-2011">Q2: Digital Trends for 2011</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q3-2011">Q3: Impact of Marketing Technology on Business</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Social Data" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-social-data">Q4: Social Data</a></li> </ul> <p><em>All reports are free to download as part of an Econsultancy subscription.</em></p> <h3><strong>More trends analysis from Econsultancy</strong></h3> <p>Enterprise subscribers also have access to <a title="Econsultancy Digital Shift" href="https://econsultancy.com/reports/digital-shift">Digital Shift</a>, a quarterly service which curates and interprets the most important developments, trends and innovation. Our aim? To make it simple for you to keep track of the key developments in digital technology and marketing. </p> <h4>Find out more about Econsultancy subscriptions</h4> <p>Email us on <a href="mailto:subscriptions@econsultancy.com">subscriptions@econsultancy.com</a>.</p> <p>Or call your local team:</p> <ul> <li>EMEA: Paul Simmons, +44 (0)203 142 8162</li> <li>Americas: Mark Thompson, +1 212 971 0636</li> <li>Asia Pacific: Jefrey Gomez, +65 6809 2088</li> </ul> tag:econsultancy.com,2008:Report/4000 2016-01-21T16:20:00+00:00 2016-01-21T16:20:00+00:00 Quarterly Digital Intelligence Briefing: 2016 Digital Trends <p>The <strong>2016 Digital Trends</strong> report, based on the fifth annual trends survey conducted by Econsultancy and <strong><a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a></strong>, highlights the key digital trends, challenges and opportunities which marketers need to be aware of during 2016, covering topics ranging from customer experience and mobile to data-driven marketing and personalisation.</p> <p>The 2016 edition of this research also focuses on the role of workflows and internal collaboration in the context of digital success. The report is based on a global survey of more than 7,000 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 and a look back at 2015</li> <li>The many priorities within CX</li> <li>Culture, politics and the push to improve CX</li> <li>Data-driven... everything</li> <li>People are mobile, but brands are standing still</li> <li>Marketing to changing realities</li> <li>Planning and execution in 2016</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Just over a fifth (22%) of client-side respondents ranked <strong>optimising the customer experience</strong> as the single most exciting opportunity for the year ahead, slightly ahead of other areas such as creating compelling content for digital experiences and data-driven marketing (both 16%).</li> <li>The priorities that sit atop marketers' lists are tied together by their <strong>focus on the individual</strong>: personalisation (31%), content optimisation (29%) and social media engagement (25%) are overlapping capabilities with the customer at the centre.</li> <li>When asked to identify their strategic priorities for 2016, more organisations chose <strong>data-driven marketing</strong> with their top vote (53%) than any other.</li> <li>The vast majority (94%) say that <strong>optimising creative workflows</strong> will be important in delivering a great customer experience, while a similar proportion (91%) say the same about the importance of <strong>improving collaboration between creative and marketing teams</strong>.</li> <li>Nearly half (46%) of respondents rank the process of <strong>creating a cross-team approach with the customer at the heart of all initiatives</strong> as 4 or 5 on the difficulty scale.</li> <li>Just over half of company respondents (51%, compared to 61% of agencies) rank <strong>mobile</strong> as a top-three area of priority for their organisation (or their clients) in 2016.</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/3008 2016-01-19T11:54:00+00:00 2016-01-19T11:54:00+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/3993 2015-12-18T11:13:00+00:00 2015-12-18T11:13:00+00:00 Value Exchange from Data Exchange #<Author:0x007ffe578ae348> <h2>Overview</h2> <p>The Econsultancy <strong>Value Exchange from Data Exchange</strong> report, in partnership with Acxiom, examines customer relationships as those customers are becoming increasingly data-savvy and data-wary. It also includes recommendations for businesses looking to move away from short-term incentives in return for data, and towards a more sustainable approach.</p> <p>This research shows the importance of addressing the customer's definition of value, and the need to move forwards from the incentive system which has been the norm for the last 20 years.</p> <h2>Key takeaways</h2> <ul> <li>The customer is now asking 'What's in it for us?' when it comes to brands using their data. This report examines how companies can effectively deal with this question.</li> <li>It takes very little for consumers to 'opt out' and an awful lot to get them back again. Could there be a way to deliver value that encourages customers to consent to sharing their data as part of 'business-as-usual' in the background?"</li> <li>The meaning of value is different for different customers, but long-term relationships with brands are built on trust and value. Customisability and ongoing relevancy are key.</li> <li>If companies cannot continue to deliver value to customers, the customer will go dark. This report considers how companies can continue to react and adapt to the way customers expect to be rewarded for their information, in order to be able to continue to use the valuable insights the data exchange can bring.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/3983 2015-12-16T09:35:00+00:00 2015-12-16T09:35:00+00:00 Festival of Marketing 2015: Content Stage #<Author:0x007ffe57906098> <p>Presentations from the Content stage at the Festival of Marketing from the 11th and 12th November.</p> tag:econsultancy.com,2008:Report/3992 2015-12-14T17:43:00+00:00 2015-12-14T17:43:00+00:00 Festival of Marketing 2015: Tech Trailblazers Stage #<Author:0x007ffe57962e38> <p>Presentations from the Tech Trailblazers stage at the Festival of Marketing from the 11th and 12th November. </p> tag:econsultancy.com,2008:Report/3991 2015-12-14T17:39:00+00:00 2015-12-14T17:39:00+00:00 Festival of Marketing 2015: Social Stage #<Author:0x007ffe579a8e60> <p>Presentations from the Social stage at the Festival of Marketing from the 11th and 12th November. </p> tag:econsultancy.com,2008:Report/3990 2015-12-14T17:34:00+00:00 2015-12-14T17:34:00+00:00 Festival of Marketing 2015: Realising Your Potential Stage #<Author:0x007ffe57a12540> <p>Presentations from the Realising Your Potential stage at the Festival of Marketing from the 11th and 12th November. </p> tag:econsultancy.com,2008:Report/3989 2015-12-14T17:26:00+00:00 2015-12-14T17:26:00+00:00 Festival of Marketing 2015: Personalisation Stage #<Author:0x007ffe57a7c260> <p>Presentations from the Personalisation stage at the Festival of Marketing from the 11th and 12th November. </p> tag:econsultancy.com,2008:Report/3988 2015-12-14T17:18:00+00:00 2015-12-14T17:18:00+00:00 Festival of Marketing 2015: Multichannel Stage #<Author:0x007ffe57adcb88> <p>Presentations from the Multichannel stage at the Festival of Marketing from the 11th and 12th November. </p> tag:econsultancy.com,2008:Report/3987 2015-12-14T16:42:00+00:00 2015-12-14T16:42:00+00:00 Festival of Marketing 2015: Insight Stage #<Author:0x007ffe57b4e0f8> <p>Presentations from the Insight stage at the Festival of Marketing from the 11th and 12th November. </p> tag:econsultancy.com,2008:Report/3986 2015-12-14T16:28:00+00:00 2015-12-14T16:28:00+00:00 Festival of Marketing 2015: Digital Transformation Stage #<Author:0x007ffe58021a58> <p>Presentations from the Digital Transformation stage at the Festival of Marketing from the 11th and 12th November. </p> <p><iframe src="https://www.youtube.com/embed/2q_lWLm5qtg?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:Report/3985 2015-12-14T16:14:00+00:00 2015-12-14T16:14:00+00:00 Festival of Marketing 2015: Data & Analytics Stage #<Author:0x007ffe580823d0> <p>Presentations from the Data &amp; Analytics stage at the Festival of Marketing from the 11th and 12th November. </p> <p>This is just one of 12 <a href="https://econsultancy.com/reports/festival-of-marketing-2015-presentations/">Festival of Marketing 2015 presentation</a> sets.</p> tag:econsultancy.com,2008:Report/3984 2015-12-14T16:07:00+00:00 2015-12-14T16:07:00+00:00 Festival of Marketing 2015:Customer Experience Stage #<Author:0x007ffe580e06d8> <p>Presentations from the Customer Experience stage at the Festival of Marketing from the 11th and 12th November.</p> <p>This is just one of 12 <a href="https://econsultancy.com/admin/reports/festival-of-marketing-2015-b2b-stage/edit/%20https:/econsultancy.com/reports/festival-of-marketing-2015-presentations/">Festival of Marketing 2015 presentation</a> sets.</p> tag:econsultancy.com,2008:Report/3982 2015-12-14T15:35:00+00:00 2015-12-14T15:35:00+00:00 Festival of Marketing 2015: Brand & Creative #<Author:0x007ffe5812edd8> <p>Presentations from the Brand &amp; Creative stage at the Festival of Marketing from the 11th and 12th November. </p> tag:econsultancy.com,2008:Report/3981 2015-12-14T15:22:00+00:00 2015-12-14T15:22:00+00:00 Festival of Marketing 2015: B2B Stage #<Author:0x007ffe5814e228> <p>Presentations from the B2B stage at the Festival of Marketing from the 11th and 12th November. </p> tag:econsultancy.com,2008:Report/3980 2015-12-14T15:21:00+00:00 2015-12-14T15:21:00+00:00 Festival Of Marketing 2015 Presentations #<Author:0x007ffe5816e898> <p>Presentations from the Festival of Marketing, on 11th and 12th November 2015. Over 3,000 marketers attended to hear from those leading the way in the field of marketing. You can access most of the Festival of Marketing presentations from the event.</p> <p>The Festival was all about transformation, and delegates received a myriad of inspiration, useful examples and savvy advice to help navigate disruption and rise to the challenge of change.</p> <p>The Festival had more than 200 speakers across 12 stages. The 12 stages focused on</p> <ul> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-b2b-stage/">B2B</a></li> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-brand-creative/">Brand &amp; Creative</a></li> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-content-stage/">Content</a></li> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-customer-experience-stage/">Customer Experience</a></li> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-data-analytics-stage/">Data &amp; Analytics</a></li> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-digital-transformation-stage/">Digital Transformation</a></li> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-insight-stage/">Insight</a></li> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-multichannel-stage/">Multichannel</a></li> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-personalisation-stage/">Personalisation</a></li> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-realising-your-potential-stage/">Realising Your Potential</a></li> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-social-stage/">Social </a></li> <li><a href="https://econsultancy.com/reports/festival-of-marketing-2015-tech-trailblazers-stage/">Tech Trailblazers</a></li> </ul> <p>There are plenty of presentations for you to choose from companies including The Guardian, O2 and HSBC.</p> tag:econsultancy.com,2008:Report/3972 2015-12-07T12:00:00+00:00 2015-12-07T12:00:00+00:00 Digital Trends in the Travel and Hospitality Sector <p>The <strong>Digital Trends in the Travel and Hospitality Sector</strong> report, produced by Econsultancy in partnership with <strong><a href="http://www.adobe.com/uk/marketing-cloud.html">Adobe</a></strong>, explores how companies operating in this sector approach digital marketing, as well as the key trends, opportunities and sector-specific issues shaping their digital strategies.</p> <p>The research is based on a global survey of more than 170 senior digital marketing and ecommerce executives, with responding companies including major hotel groups, travel agents, airlines, passenger ship operators and car hire firms.</p> <p>Where there are interesting differences, we have compared the findings for North America and Europe, and between the travel and hospitality sector and all other sectors.</p> <h2>Key themes emerging from the research include:</h2> <ul> <li> <strong>Strong focus on digital transformation.</strong> Most travel companies recognise the importance of having digital at the core of their business in order to meet the needs of technology and social-savvy travelers and tourists.</li> <li> <strong>Importance of customer experience and blending the physical and digital.</strong> While growth of the traveler or guest base is the top business priority for companies surveyed, customer experience is a key area of focus for driving both customer acquisition and retention. Travel and hospitality brands are working hard to fuse physical and digital experiences in order to differentiate from their competitors.</li> <li> <strong>Mobile at the heart of the customer journey.</strong> In the travel sector, the mobile experience, in many respects, IS the customer experience or at least the glue that binds together online and offline experiences. As a group, companies participating in this research have really grasped the importance of mobile and are more focused on this business imperative than their counterparts in other industries.</li> <li> <strong>Data-driven customer centricity.</strong> Travel companies recognise the importance of building a 360-degree view of the customer so they can pin-point where they are on their customer journey and provide them with the right information at the right time in the right context, irrespective of channel.</li> <li> <strong>Personalisation and the importance of first-party data.</strong> The customer experience is increasingly about personalisation, with companies in travel-related industries recognising that applying the personal touch at scale is becoming a necessity rather than a ‘nice-to-have’.</li> <li> <strong>Social is here to stay.</strong> Social media play an important role in many consumers’ lives, and companies in this space are working hard to encourage and harness these sentiments for their benefit.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/3957 2015-11-26T10:00:00+00:00 2015-11-26T10:00:00+00:00 Effective Leadership in the Digital Age #<Author:0x007ffe582044d8> <p>With the increasing impact of disruptive technologies, rapidly changing competitive environments, and a growing maturity and integration of digital into 'business as usual', <strong>organisational leadership</strong> itself needs to adapt to a brave new business world.</p> <p>Are we seeing the emergence of <strong>a new type of leader</strong> that brings together a powerful combination of skills to adeptly navigate the rapidly evolving and shifting technological landscape?</p> <p>The <strong>Effective Leadership in the Digital Age</strong> research set out to answer one key question: what does it mean to be a 'digital leader' in the context of digital transformation? Written by experienced blogger, writer and consultant <strong>Neil Perkin</strong>, the report aims to distill some of the key shifts in leadership qualities, attributes and techniques, providing a multidimensional framework for effective digital leadership.</p> <h2>Key findings</h2> <ul> <li>While the large majority of survey respondents believed that it was 'very important' for leaders to be <strong>technology literate</strong> in the modern business environment, far fewer believed that the level of literacy among their own leadership was strong.</li> <li>Leaders now need to draw from a <strong>wider set of leadership styles</strong>, and open up to increasingly take on the role of collaborator or co-creator.</li> <li>The <strong>'full stack' digital leaders</strong> are emerging, who can effectively draw value from large amounts of data, yet combine this with creative thinking and inspiring visions.</li> <li>As more businesses mature in digital capability, the <strong>ownership of digital</strong> at board level and in the organisation is shifting. Not only are a wider set of board members more actively involved and engaged than ever in digital, but new roles are actively re-shaping organisations at the highest level.</li> <li>Several key characteristics, focused on operational orientation, leadership qualities and ways of working, are critical for <strong>effective digital leaders</strong>. These include being ruthlessly customer-centric, visionary, adaptive and agile, commercial, data-driven, open, curious and innovative.</li> </ul> <h2>Methodology</h2> <p>Our methodology involved three main phases:</p> <ul> <li> <em>Phase 1:</em> A series of in-depth interviews (15 interviews in total) with a range of C-suite and senior management, including senior digital and non-digital marketers and ecommerce leads across different sectors and markets. This provided insight into key themes, challenges and opportunities in modern leadership.</li> <li> <em>Phase 2:</em> Desk research to identify relevant issues, examples and models.</li> <li> <em>Phase 3:</em> An online survey (439 respondents) of relevant senior staff across a range of organisations and sectors designed to better quantify feedback.</li> </ul> <h2>Digital Transformation</h2> <p>This research is part of a series of reports Econsultancy is producing on the topic of <strong><a href="http://econsultancy.com/training/digital-transformation">digital transformation</a></strong>. </p> <p>Digital is changing faster and more profoundly than anyone could have predicted. <strong>Doing what you've always done is no longer an option.</strong></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 <a href="mailto:transformation@econsultancy.com">transformation@econsultancy.com</a> 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/3958 2015-11-25T14:25:00+00:00 2015-11-25T14:25:00+00:00 Digital Marketing: Organisational Structures and Resourcing Best Practice Guide #<Author:0x007ffe58265dc8> <p>The <strong>Digital Marketing: Organisational Structures and Resourcing Best Practice Guide</strong> is an update on the previous iterations of this research (2011 and 2013), and is based on interviews with senior employees at companies across a range of business sectors, as well as an online survey of senior digital professionals within Econsultancy's user base.</p> <p>Written by experienced blogger, writer and consultant <strong>Neil Perkin</strong>, the report makes best practice recommendations designed to help you respond to the challenges faced by managers and organisations when structuring digital marketing capability.</p> <p>The research was designed to provide an overview of the common issues, themes and challenges associated with <strong>digital resourcing and structures</strong>, but also to assess whether conclusions arrived at in the first two iterations of the research are still valid and how marketers' responses to these challenges have evolved.</p> <p>The report aims to pull together findings from our new research, and also provide some updated recommendations on approaches to and opportunities within digital resourcing and structures.</p> <p>The methodology involved three main phases:</p> <ul> <li> <em>Phase 1:</em> A series of in-depth interviews (15 interviews in total) with a range of senior digital and non-digital marketers and ecommerce leads across different sectors and markets. This was to provide insight into key themes, challenges and opportunities in structuring and resourcing digital marketing.</li> <li> <em>Phase 2:</em> Desk research to identify relevant issues, examples and models.</li> <li> <em>Phase 3:</em> An online survey (439 respondents) of relevant senior staff across a range of organisations and sectors, designed to better quantify feedback.</li> </ul> <p>The report contains everything you need to know about digital resourcing and structures, including sections on budgeting, skills and training, resourcing and opportunities for the future.</p> <h2>Digital Transformation</h2> <p style="font-weight: normal;">This research is part of a series of reports Econsultancy is producing on the topic of <strong><a href="http://econsultancy.com/training/digital-transformation">digital transformation</a></strong>. </p> <p style="font-weight: normal;">Digital is changing faster and more profoundly than anyone could have predicted. <strong>Doing what you've always done is no longer an option.</strong></p> <p style="font-weight: normal;">The specialist digital transformation practice within Econsultancy  helps companies accelerate their journeys to digital excellence. We address the four vectors of change:</p> <ul style="font-weight: normal;"> <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 style="font-weight: normal;"><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 style="font-weight: normal;">Contact our Digital Transformation Team on <a href="mailto:transformation@econsultancy.com">transformation@econsultancy.com</a> or call</p> <ul style="font-weight: normal;"> <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/3951 2015-11-11T12:35:00+00:00 2015-11-11T12:35:00+00:00 Conversion Rate Optimization Report 2015 <h2>Overview</h2> <p>This is the seventh annual Econsultancy <strong>Conversion Rate Optimization Report</strong>, in association with <strong><a href="http://www.redeye.com/">RedEye</a></strong>. 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. As well as touching on the use and impact of personalization, the research also covers 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> </ul> <h2><strong>Conversion Maturity Model</strong></h2> <p><strong><img src="https://assets.econsultancy.com/images/resized/0005/6138/picture2-blog-full.png" alt="Conversion Maturity Model" width="615" height="336"></strong></p> <h2>What you'll learn</h2> <ul> <li>The six key factors contributing to CRO success</li> <li>Process and resourcing improvements pay off as marketers are more satisfied with conversion rates</li> <li>Companies are making progress with personalization, but a lack of strategy looms large</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/3952 2015-11-11T11:20:00+00:00 2015-11-11T11:20:00+00:00 Marketers in the Boardroom <p>This report explores the <strong>role of marketing on the board</strong>. At a time where business is more data-driven than ever, it looks at <strong>how marketers can help their fellow business leaders put the customer at the centre of the business</strong> to deliver sustainable, long-term growth that satisfies every stakeholder.</p> <p>The report, published in association with <strong><a href="http://oracle.com/marketingcloud/">Oracle Marketing Cloud</a></strong>, looks at the compelling reasons to have marketers at the most senior levels of the organisation, what marketers need to do to attain this level and what the implications are for the company as a whole.</p> <p>It is based on a series of in-depth interviews with a number of senior marketers, the majority of whom are currently members of leadership of executive boards. </p> <h2>Topics covered</h2> <ul> <li>The current marketing leadership landscape</li> <li>Why do we need marketers on the board?</li> <li>How to gain a seat at the board</li> <li>How marketers can be the agents of change</li> <li>The future for marketing on the board</li> </ul> <h2>Key findings</h2> <ul> <li> <strong>The role of today’s CMO is all-encompassing.</strong> It requires them to be part <strong>artist</strong> – leading their teams to develop inspiring campaigns; part <strong>scientist</strong> – analysing and uncovering value from the huge volumes of valuable data they collect; and part <strong>politician</strong> – building relationships and becoming great communicators.</li> <li> <strong>Bringing marketers to the board is largely a global phenomenon</strong> with both European and North American companies seeing marketers making inroads at the top level. However, the rest of world picture is a little more fragmented. Australian marketers have been identified as pulling away from other nations in the region in terms of marketing skill and development.</li> <li>The single most important skill identified by all the executives interviewed for this report was the <strong>ability to communicate in a vernacular that the board can understand</strong>. In the vast majority of cases this means leaving a great deal of what could be termed marketing speak at the door.</li> <li> <strong>Marketers no longer have the luxury of claiming "I’m simply not a numbers person"</strong> but they are still hired for their creative and strategic side. Providing there is enough understanding to comprehend how the detailed components will drive the strategy forward, delegation isn’t just desired, it’s vital.</li> <li> <strong>The marketer at board level is a split personality.</strong> To show credibility and strategic leadership, they need to fit into the mould of their peers at the table. But as advocates of the customer and custodians of creativity in the organisation, they also need to distill the dry facts and figures, the long-term goals into excitement and enthusiasm through the teams they lead.</li> </ul> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li>Phase 1: Desk research to identify relevant issues and opportunities for marketing at board level; examining the current leadership landscape and how it is evolving.</li> <li>Phase 2: A series of in-depth interviews with a number of senior marketers, the majority of whom are currently members of leadership or executive boards.</li> </ul> <h2>Contributors</h2> <p>We would like to thank the following for their contributions to this report:</p> <ul> <li>Pete Markey, CMO, <strong>The Post Office</strong> (UK)</li> <li>Philip Almond, CMO, <strong>BBC Audiences</strong> (UK)</li> <li>Alex Aiken, CMO, <strong>UK Government</strong> </li> <li>Sholto Douglas-Home, CMO, <strong>Hays Recruitment</strong> (UK)</li> <li>Barnaby Dawe, Global Chief Marketing Officer, <strong>Just Eat</strong> (Global)</li> <li>Randall Rozin, Global Director, Brand Management and Marketing Communications, <strong>Dow Corning</strong> (US)</li> <li>Evan Greene, CMO, <strong>The Grammys</strong> (US)</li> <li>Bjorn Sprengerss, CMO, <strong>PropertyGuru</strong> (APAC)</li> <li>Julie C Lyle, Chairman of the Board, CMO in transition, <strong>The Global Retail Marketing Association</strong> (US)</li> </ul> <h2><strong>Other reports in the Modern Marketing Actionable Insights Series</strong></h2> <ul> <li> <p><strong><a href="https://econsultancy.com/reports/cross-channel-marketing-report/">Cross-Chanel Marketing Report</a></strong></p> </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/3949 2015-11-04T09:30:00+00:00 2015-11-04T09:30:00+00:00 Multichannel Customer Intelligence #<Author:0x007ffe583592e8> <p style="text-indent: 0cm;">This Econsultancy <strong>Multichannel Customer Intelligence</strong> report, produced in partnership with data strategy and analytics consultancy <a href="http://www.station10.co.uk/"><strong>Station10</strong></a>, looks at how brands across the maturity spectrum have tackled the issue of integrating data into their organisations and how they manage that data across multiple channels to improve their business performance. The report also includes recommendations for businesses seeking to improve their capabilities in this area.<br></p> <p style="text-indent: 0cm;">Based on interviews with key executives at business across different business sectors, the research demonstrates the importance of moving data out of silos and the need to train staff at all levels to deal with heightened customer expectations in a multichannel or ‘omnichannel’ environment.</p> <p><strong>Topics</strong> covered in the report include:</p> <ul> <li>The mature management of data and analytics</li> <li>Best practice in data acquisition and customer experience</li> <li>Managing data</li> <li>Matching data to business needs</li> <li>Owning data and decision-making</li> </ul> <h2>Contributors</h2> <p>Our thanks go to:</p> <ul> <li>Steve Curzon, Associate Marketing Director, Gressingham Duck</li> <li>Mark Evans, Marketing Director, Direct Line</li> <li>Ed Kamm, Chief Customer Officer, First Utility</li> <li>David Langridge, Group Marketing Director, Fitness First</li> <li>Brian Linnington, Commercial Director, Topps Tiles</li> <li>Stuart McMillan, Deputy Head of Ecommerce, Schuh</li> <li>David Paice, Group Ecommerce and Admissions Director, Merlin Entertainments</li> <li>Celia Pronto, Marketing and Ecommerce Director, TrustFord</li> <li>Paul Say, Director of Marketing, UK&amp;I, Sage</li> <li>Steve Sweeney, General Manager Marketing Operations, MoneySuperMarket.com</li> <li>Roderick Taylor, MD, Cox and Cox</li> <li>Andrew Warner, VP Marketing, Monster.co.uk</li> <li>Matt Wilkinson, Senior Ecommerce Manager, Gatwick Airport</li> </ul> tag:econsultancy.com,2008:Report/3931 2015-10-20T10:30:00+01:00 2015-10-20T10:30:00+01:00 Quarterly Digital Intelligence Briefing: The CX Challenge <p><strong>The CX Challenge </strong>report, produced by Econsultancy in partnership with <strong><a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a></strong>, digs into the <strong>struggles and successes of modern customer experience</strong> (CX), and looks at the extent to which organisations deliver a consistent and relevant customer experience across all touchpoints.</p> <p>The research also explores the ways in which marketers are using <strong>new and emerging technology</strong> to create compelling experiences, and looks at the rising role of <strong>design and creativity</strong> in the context of CX.</p> <p>The report is based on a global survey of more than 2,200 digital marketers and ecommerce professionals carried out in August and September 2015.</p> <p>The following sections are featured in the report:</p> <ul> <li>Complexity of customer experience</li> <li>CX is a team sport</li> <li>Mobile excellence in the age of context</li> <li>Bridging the digital and physical gap</li> <li>Internet of Things and wearable tech</li> <li>The importance of design</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Only 8% of companies view themselves as 'very advanced' in terms of <strong>customer experience maturity</strong>, i.e. 'their strategy and technology are well aligned around CX to successful effect'.</li> <li>Companies that are advanced in terms of customer experience maturity are three times more likely than other companies to say they are ‘definitely’ <strong>design-driven</strong>. Three-quarters of respondents at CX-mature companies say that <strong>creativity is highly valued</strong> within their organisations, compared to only 58% of their counterparts at other companies.</li> <li>Respondents working at organisations that are advanced at CX are more than twice as likely to say that <strong>responsibility for CX is shared across the whole organisation</strong>, rather than the responsibility of a particular department.</li> <li>The <strong>complexity of the customer experience</strong> is seen by companies as the greatest barrier to an improved customer experience, viewed as a top-three obstacle by 37% of in-company respondents.</li> <li>Organisations are less mature when it comes to the <strong>mobile customer experience</strong> specifically, with only around a third (35%) regarding themselves as 'quite advanced' and a further 6% claiming to be 'very advanced' (6%).</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p><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></p> tag:econsultancy.com,2008:Report/3926 2015-10-16T15:52:00+01:00 2015-10-16T15:52:00+01:00 PPC Bid Management Technology 2015 #<Author:0x007ffe5840d888> <h2>About this guide</h2> <p>This buyer's guide is aimed at those who are investigating the global market for paid search bid management technology. The report, which has a global focus, looks at the market trends within this sector, with profiles of eight leading suppliers, a detailed analysis of market trends and guidance about how to select the right technology. </p> <p>The guide also includes insight from experts within the PPC bid managment industry.</p> <h2>Content</h2> <p>The report starts with an introduction to the different forms of PPC Bid Management, followed by a look at the recent trends in the industry, as well as an assessment of its strengths, weaknesses, opportunities and threats (SWOT).</p> <p><strong>Trends covered in this guide include:</strong></p> <ul> <li>Bid managment technology continues to reap investment</li> <li>Mobile's rise fuels further bidding strategy evolution</li> <li>Changing habits force break from pure-play bid management</li> <li>Changing landscape keeps pressure for fresh approaches</li> </ul> <h2>Who is this guide aimed at?</h2> <p>This guide is primarily aimed at organisations looking for a PPC Bid Management Technology provider, or are reviewing the capabilities of their current provider. The report is also relevant to anyone interested in understanding the current state of the marketplace. The content of this guide is relevant globally. </p> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/3909 2015-10-08T03:00:00+01:00 2015-10-08T03:00:00+01:00 Leveraging Customer Behaviours for Optimal Engagement #<Author:0x007ffe5845fc28> <p>Behavioural marketing strategies, tactics, channels and tools are fairly well-established and understood. Yet they don't seem to have been as widely adopted as you might expect.</p> <p>The <strong>Leveraging Customer Behaviours for Optimal Engagement</strong> report, produced in partnership with <strong><a title="IBM" href="http://www.ibm.com/">IBM</a></strong>, attempts to offer an overview of <strong>behavioural marketing trends in South-East Asia</strong> and to go into enough detail to help you, the marketer, feel prepared to take the next steps towards running a behavioural marketing campaign.</p> <p>This report, written by <strong><a title="Jeff Rajeck - Econsultancy blog" href="https://econsultancy.com/blog/authors/jeff-rajeck">Jeff Rajeck</a></strong>, looks at the opportunities afforded by behavioural marketing, while also offering a glimpse of the future with South-East Asia case studies from forward-thinking brands who are already capitalising on these techniques.</p> <h2>What you'll learn</h2> <ul> <li>What behavioural marketing actually means and what some of the goals of behavioural marketing are – which all ultimately support achieving return on investment.</li> <li>The strategies, techniques, channels and tools which all play a part in getting a new campaign off the ground, plus some tips on how to get started.</li> <li>What the future of behavioural marketing holds - to put your current efforts into context.</li> </ul> <p>Along the way, we include some <strong>great stories and real examples</strong> of companies who have used behavioural marketing techniques in their business.</p> <p>Our aim is to offer you, the marketer, an <strong>overview of behavioural marketing strategies and technologies</strong> so that you will feel confident trying out and perhaps even implementing behavioural marketing for your business. Marketers new to this space will learn about the breadth of options available, while more experienced marketers can be inspired from our discussion of the details of real behavioural marketing campaigns.</p> <p>Armed with this new information, we hope to help you get started with a behavioural marketing pilot or campaign. With this capability you can shorten the time to a conversion, increase conversion rates and customer satisfaction. Things all businesses want their marketing department to do.</p> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li>Phase 1: desk research to identify relevant issues, examples and trends.</li> <li>Phase 2: a series of in-depth interviews with a range of digital marketing and ecommerce practitioners.</li> </ul> <h2>Contributors</h2> <p>The report features in-depth opinions from senior digital marketers and ecommerce professionals working for brands that are based or have operations in South-East Asia, including Emperador Distillers, izabel.com, Luxola, Ookbee, Resort World Sentosa, Singapore Press Holdings, Sun Life Financial, Visa and Zalora.</p> tag:econsultancy.com,2008:Report/3924 2015-10-07T17:02:00+01:00 2015-10-07T17:02:00+01:00 Digital Publishing: Increasing Advertiser Value Through Data and Identity #<Author:0x007ffe584dfcc0> <p>Digital publishers are feeling the pain. They're facing formidable challenges in the form of ad blockers, emerging news delivery platforms, commoditized ad inventory and diminishing CPMs. This report, in association with <a href="http://www.signal.co">Signal</a>, explores the <strong>capabilities and processes that are vital to creating a better world for consumers, advertisers and publishers</strong>.</p> <p>This report is based on findings from an online survey fielded in August and September of 2015. The research reveals that first and foremost, publishers need to tackle a number of obstacles, including lack of cross-device visitor recognition, sluggish data processing, technology fragmentation and lack of scale. The research also reveals opportunities for publishers. The emergence of true real-time technologies can offer the opportunity to achieve sustained growth with a model built on value instead of volume.</p> <p><strong>You'll learn about:</strong></p> <ul> <li>The CPM premiums of targeting capabilities</li> <li>The challenges around mobile display</li> <li>The current state of ad blocking and its impact on publishers</li> <li>The keys for independent publishers to compete with Google and Facebook</li> <li>Where publishers are investing over the next 12-24 months</li> </ul> <p>You can view a <strong>webinar</strong> where report author and VP Research at Econsultancy, <strong>Stefan Tornquist</strong>, and <strong>Kathy Menis</strong>, SVP Marketing at Signal, discuss the findings of the report <a href="http://info.signal.co/signal-webinar-featuring-econsultancy-custom-audiences-publishers">here</a>.</p> <p><strong>Download the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/3905 2015-10-06T10:30:00+01:00 2015-10-06T10:30:00+01:00 A Marketer's Guide to the Internet of Things #<Author:0x007ffe58569650> <h2 style="border: 0px; vertical-align: baseline; color: #004e70;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Overview</strong></h2> <p>The <strong>Marketer's Guide to the Internet of Things</strong> demystifies the Internet of Things (IoT), provides an overview of the current state of the industry and explains how your company can make use of the IoT in your marketing.</p> <p>The report explains the role of the IoT as part of the trend towards ubiquitous computing, including how it relates to mobile, wearable technology, cloud computing and big data. Above all, it provides a framework for success in an increasingly connected world.</p> <p>This is an opportunity every brand should consider right now.</p> <h2 style="border: 0px; vertical-align: baseline; color: #004e70;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">What you'll learn</strong></h2> <ul> <li>The Internet of Things has largely been talked about as a way to improve operational efficiency, but this report will reveal opportunities to harness it for marketing.</li> <li>Facts to help you formulate an IoT point of view and view on how it might fit into your marketing plans.</li> <li>Understanding the Internet of Things and how it fits with the trends of mobile, ubiquitous computing, wearable technology, mobile, cloud computing and big data.</li> <li>Predictions on market size and what might speed up or slow adoption.</li> <li>Why the Internet of Things is a maturing market and coming of age.</li> <li>Examples of current uses.</li> <li>Examples from different industries including: fitness, wellness, healthcare, infotainment, industry and military, fashion, smartwatches, financial, gaming, childcare and pets.</li> <li>The breadth of opportunity afforded to brands, including revenues, brand extension, customer service and advertising.</li> <li>Case studies of how brands are currently using the IoT.</li> <li>Important considerations for designing a strategy.</li> <li>The framework for success.</li> </ul> <h2 style="border: 0px; vertical-align: baseline; color: #004e70;">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/3903 2015-10-06T10:30:00+01:00 2015-10-06T10:30:00+01:00 Healthcare Study: Organizing Marketing in the Digital Age #<Author:0x007ffe585e38d8> <p>This report focuses on the Healthcare industry, looking at how healthcare marketing is evolving in response to a number of factors in personal and professional technology, media consumption and consumer behavior. In an industry unused to change, healthcare companies are moving in fits and starts and at very different speeds. The changes occuring offer an enormous opportunity to experts and innovators who can help steer a new course.</p> <h2>Methodology</h2> <p>The report is based on findings from an online survey fielded in September 2015 in partnership with <a href="https://ogilvychww.com">Ogilvy CommonHealt</a><a href="https://ogilvychww.com/">h Worldwide</a> and <a href="https://www.ogilvyred.com">OgilvyRED</a>.</p> <p>The survey link was disseminated to select Econsultancy, Ogilvy CommonHealth Worldwide and OgilvyRED lists, and the sample reflects a range of industries within healthcare. The study was aimed at midmarket to large organizations, and all respondents were at manager level or above.</p> <p> <img style="float: left;" src="https://assets.econsultancy.com/images/resized/0006/7758/ochww_logo-blog-flyer.jpg" alt="" width="470" height="97"></p> <h2> </h2> <h2>You'll discover findings around:</h2> <ul> <li>How digital techhnology has disrupted the healthcare industry</li> <li>How far digital permeates marketing programs within the industry</li> <li>How healthcare companies create and manage innovation</li> <li>The state of digital technology within the industry</li> <li>Limitations and future objectives for digital marketing over the next few years.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></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="color: #6b6b6b;"><a 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 style="color: #6b6b6b;">Covering everything from strategic operational issues, down to specific marketing functions, we will work with you to achieve digital excellence.</p> <p style="color: #6b6b6b;">Talk to us about an initial, no-cost consultation.</p> <p style="color: #6b6b6b;">Contact our Digital Transformation Team on <a style="color: #2976b2; text-decoration: none;" href="mailto:transformation@econsultancy.com" target="_self">transformation@econsultancy.com</a> or call</p> <ul style="color: #6b6b6b;"> <li>EMEA: +44 (0)20 7269 1450</li> <li>APAC: +65 6809 2088</li> <li>Americas: +1 212 971-0630</li> </ul> tag:econsultancy.com,2008:Report/3874 2015-09-29T13:45:00+01:00 2015-09-29T13:45:00+01:00 Digital Job Descriptions Best Practice Guide #<Author:0x007ffe5865b270> Jonathan Hall Paul Sykes <h2><strong>Overview</strong></h2> <p>In an increasingly competitive market, job descriptions serve as vital tools to help organisations attract and retain digital talent. Also, without a clearly defined job description, it is difficult to effectively and objectively evaluate each person’s fit for the role. The Digital Job Descriptions Best Practice Guide provides you with a framework for planning and creating high quality, professional job descriptions to help organisations attract and evaluate candidates for digital roles.</p> <h2><strong>What you'll learn</strong></h2> <p>The <strong>Digital Job Descriptions Best Practice Guide</strong> provides you with:</p> <ul> <li>A framework for planning and creating high quality, professional job descriptions for digital roles.</li> <li>A discussion of the strategic importance of clearly defining job descriptions.</li> <li>An explanation of some of the new positions which have evolved as companies continue to mature and integrate digital into their operational activities.</li> <li>Job description templates for different types of role within a digital team that can be used and adapted to suit your recruitment needs.</li> <li>An overview of some the main roles that sit within a digital team.</li> <li>A responsibility assignment matrix (RACI) which can be used by managers and recruiters to help them understand the types of roles and responsibilities that sit within each role.</li> </ul> <h2>Who should read this report?</h2> <p>If you are managing or hiring a digital team, this report should act as a useful and actionable tool that can be applied again and again. There are sections discussing the strategic importance of job descriptions for hiring the right candidates as well as usable templates that can be populated to hire for the majority of roles within a digital marketing environment.</p> <p><img style="float: right; border: 0;" src="https://assets.econsultancy.com/images/resized/0006/7285/james_gurd_profile_pic-author.jpg" alt="James Gurd"></p> <p>"<em>I’ve seen a noticeable shift in recruitment emphasis towards expanding internal digital teams and reducing the reliance on contractors for topic expertise. This is true in many areas where, typically, client teams had limited resource. For example, SEO teams are becoming multi-dimensional, blending the more common search marketing skills with detailed technical skills that are required to navigate the complexities of SEO for large catalogue and international ecommerce sites. This has increased the demands on client-side recruitment teams, with greater rigour around defining roles and job specs and following a clear process for finding and evaluating candidates. The job spec is hugely important because it encourages people to define the role they’re recruiting for and the skills required to satisfy it. It also provides a reference point for evaluating candidates consistently</em>."<br>- <strong>James Gurd, Owner, Digital Juggler</strong> </p> <h2><strong>Contributors</strong></h2> <p>We would like to thank the following for their contributions to this report:</p> <ul> <li>Justin Taylor, Founder and Managing Director, Graphitas  </li> <li>Lucy Reeves, Content Manager, Lovehoney</li> <li>Paul Rogers, Independent Consultant</li> <li>Graham Everitt, Ecommerce Consultant</li> <li>Tim Watson, Founder, Zettasphere and Chair, DMA Email Best Practice Hub</li> <li>Sejal Parekh, Creative Brand and Communications Strategist</li> <li>Alasdair Wightman, CEO and Digital Analyst, So What Analytics</li> <li>Joseph Sells</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/3892 2015-09-25T10:00:00+01:00 2015-09-25T10:00:00+01:00 Cross-Channel Marketing Report 2015 <h2>Overview</h2> <p>The fourth annual <strong>Cross-Channel Marketing Report</strong>, carried out in association with <strong><a href="http://oracle.com/marketingcloud/">Oracle Marketing Cloud</a></strong>, explores how companies are orchestrating their marketing activities across a range of channels. The research is based on a survey of over 400 client-side digital marketers and ecommerce professionals, carried out in July and August 2015.</p> <p>The report provides insight into the extent to which organisations are delivering integrated cross-channel marketing campaigns, the level of mobile integration and their most important priorities over the next year.</p> <h2>What you'll learn</h2> <ul> <li>Find out how well organisations are set up for cross-channel marketing and how they rate the impact of cross-channel interactions on various business objectives.</li> <li>Benchmark your cross-channel capabilities against those of your peers and discover if you're well equipped to deliver effectively orchestrated cross-channel marketing activities.</li> <li>Understand how organisations can enable orchestration of cross-channel marketing activities and what the most common barriers are.</li> <li>Find out where most time is spent on a typical digital marketing campaign and which channels are most time-consuming.</li> <li>Benchmark your mobile marketing activities against those of your peers.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>While over two-thirds of responding companies agree their 'priority is for all key marketing activities to be integrated across channels’, only 39% say they ‘understand customer journeys and adapt the channel mix accordingly'.</li> <li>Only 5% of respondents say their organisations are 'very much' set up to deliver effectively orchestrated cross-channel marketing activities.</li> <li>Over a quarter (28%) of respondents say their organisations don't have a strategy for integrating mobile into broader marketing campaigns, up from 24% last year.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <h2><strong>Other reports in the Modern Marketing Actionable Insights Series</strong></h2> <ul> <li><a href="https://econsultancy.com/reports/the-role-of-dmps-in-the-era-of-data-driven-advertising/" target="_blank"><strong>The Role of DMPs in the Era of Data-Driven Advertising</strong></a></li> <li><strong><a href="https://econsultancy.com/reports/marketers-in-the-boardroom">Marketers in the Boardroom</a></strong></li> </ul> tag:econsultancy.com,2008:Report/3868 2015-09-16T17:30:00+01:00 2015-09-16T17:30:00+01:00 The Future of Agencies #<Author:0x007ffe58730ba0> <h2>Overview</h2> <p>The <strong>Future of Agencies: </strong><strong>The progression of agency value in a digital world</strong> report, published in association with <strong><a title="Adobe" href="https://solutionpartners.adobe.com/home.html">Adobe</a></strong>, outlines the key challenges faced by agencies in adapting to a rapidly changing, customer experience-centric marketing environment.</p> <p>The <strong>65-page report</strong> provides useful intelligence on how agencies are responding to these challenges and equipping themselves for the future through their use of technology, partnerships, attainment of new skills and an evolving culture in order to maximise value and differentiation.</p> <p>Building on the initial research into this subject, outlined in the <a href="https://econsultancy.com/reports/the-progression-of-agency-value/">Progression of Agency Value</a> report published by Econsultancy in association with Adobe in 2012, the report aims to provide an updated model for the future of agencies.</p> <h2>Key findings</h2> <ul> <li>A new 'full-service' business model is emerging that is blending front-end, marketing, design and communications capabilities with back-end technology and integration.</li> <li>Rapid diversification of capabilities is leading to rapid diversification in revenue streams, with many agencies adopting a blended rate card approach to charge for blended services in smarter ways.</li> <li>With the continuing challenge of proving value to clients, the role of partnerships is becoming key to creating differentiation and competitive advantage.</li> <li>New operating models are creating high demand for skills in particular areas – notably data-driven skills, design and content, cross-channel performance analytics – leading to a 'war for talent'.</li> <li>Agencies are finding new ways to bring value to clients through the implementation of new engagement and staffing models, such as concurrent working and co-location.</li> </ul> <h2>Methodology</h2> <p>This best practice guide, written by renowned blogger, writer and consultant <strong>Neil Perkin</strong>, involved three main <strong>research phases</strong>:</p> <ul> <li> <strong>Phase 1: Qualitative research. </strong>This first phase involved a series of in-depth interviews with a broad range of senior leads across different agency types. A total of 22 in-depth interviews were conducted.</li> <li> <strong>Phase 2: Quantitative research. </strong>The second phase involved a survey which secured responses from nearly 500 mid- and senior-level agency practitioners.</li> <li> <strong>Phase 3: Desktop research. </strong>The third phase involved research into existing thinking, issues, examples and models relevant to a comprehensive consideration of the evolution of agencies and their use of technology.</li> </ul> <p>For the purposes of the research, interviewees were sourced from six broad <strong>agency types</strong>:</p> <ol> <li> <strong>Mainstream creative:</strong> Above-the-line, generalist advertising agencies specialising in creative or design-led business models.</li> <li> <strong>Media:</strong> Agencies whose core services are focused on media planning and buying.</li> <li> <strong>Direct / traditional marketing with digital:</strong> Services born out of direct marketing specialisations that have evolved to incorporate digital services.</li> <li> <strong>Digital and interactive:</strong> Full-service digital, digital strategy, design and build.</li> <li> <strong>Specialist:</strong> Focused on a specialist areas such as mobile or disciplines such as user experience (UX), enterprise and technology.</li> <li> <strong>Full-service and integrated:</strong> Broad-based agencies, systems integrators and consultancies, incorporating a range of consultancy, build and UX services to clients.</li> </ol> <p><strong><img src="https://assets.econsultancy.com/images/resized/0006/7076/agency-types-blog-flyer.png" alt="" width="470" height="300"></strong></p> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> <h2>Register for the next 'Future of Agencies' webinar</h2> <p>We're pleased to invite you to <a href="https://econsultancy.com/events/the-future-of-agencies-and-the-customer-experience-revolution/">book your place</a> for the second webinar in our 'Future of Agencies' series, which will explore in more detail how the customer experience revolution is impacting agencies:</p> <ul> <li>How are different types of agencies adapting their capabilities? Does that mean that we are witnessing the birth of a new full service operating model?</li> <li>With digital agencies, consultancies and SIs increasingly developing similar competencies and crossing over in their offerings to clients, who will be the winners?</li> <li>With new types of client engagements, expanding agency footprints and new models of working, how can agencies leverage some of these new principles to drive increased value for their clients?</li> </ul> tag:econsultancy.com,2008:Report/3853 2015-09-15T01:45:00+01:00 2015-09-15T01:45:00+01:00 State of Social Media in South-East Asia <h2>Overview</h2> <p>The <strong>State of Social Media in South-East Asia</strong> report, published by Econsultancy in partnership with <strong>ClickAcademy Asia</strong>, the <strong>Digital Commerce Association of the Philippines (DCOM)</strong> and the <strong>Indonesian Digital Association (IDA)</strong>, looks at the extent to which companies are committed to social media, the platforms and technologies they are using, and the challenges they face in improving their capabilities in this area.</p> <p>The report is based on a survey of nearly 550 marketing, digital and ecommerce professionals based in Indonesia, Malaysia, the Philippines and Singapore. There are also individual presentations available for each of the four countries.</p> <h2><strong>What you'll learn</strong></h2> <p>The survey findings are divided into the following sections:</p> <ul> <li>Social media activity, platforms and technology</li> <li>Measurement and return on investment</li> <li>Budgets and resourcing</li> <li>Integration, barriers and trends</li> </ul> <h2><strong>Key findings</strong></h2> <ul> <li>Among the four countries surveyed, Indonesia will witness the highest average increase in social media budgets (27%), with organisations based in the other countries increasing their investment by less than a quarter on average.</li> <li>There’s evidence that in many cases investment in social media is being shifted away from other marketing budgets generally, with around half of marketers in Indonesia (50%) and Singapore (44%) saying that’s the case.</li> <li>The vast majority of South-East Asian marketers expect ‘increased use of mobile by consumers’ to have a significant impact over the next 12 months.</li> <li>As part of their overriding strategy for social media, three-quarters of organisations based in Malaysia and the Philippines feel the ‘need to improve’ their abilities for ‘engaging customers in dialogue’.</li> <li>South-East Asian companies are most likely to integrate social media activity with their search engine optimisation (SEO) and email marketing efforts.</li> <li>In Malaysia and Singapore, ‘lack of resources’ is the most commonly cited barrier, with nearly three in five (56% and 57% respectively) organisations saying that this prevents them from engaging in social media activity more effectively. ‘Company culture’ is a top barrier for half of Indonesian companies.</li> <li>For many organisations, ‘engagement (number of followers, comments, time spent, etc.)’ is the deepest level of social media impact that they can track.</li> <li>Organisations based in Indonesia and Singapore are most likely to have larger dedicated social media teams in place, with 47% and 24% respectively indicating that these consist of more than five persons.</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 <strong>South-East Asia</strong>, as well as those outside the region looking to conduct business in SEA, who want to understand how the social media marketing landscape is evolving in the region.</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/3870 2015-09-03T22:50:00+01:00 2015-09-03T22:50:00+01:00 State of Marketing Attribution in Asia Pacific <p>The <strong>State of Marketing Attribution in Asia Pacific </strong>report, produced by Econsultancy in partnership with <strong><a href="http://www.datalicious.com/">Datalicious</a></strong>, looks at the benefits of marketing attribution across multiple channels, various approaches and technologies used, and the keys to success. The research is based on a survey of more than 400 client-side and agency marketers based in the APAC region.</p> <p>The report explores the <strong>opportunities and benefits of attribution, as well as the realities and challenges it presents</strong>:</p> <ul> <li>What are marketers' top priorities for attribution?</li> <li>What benefits do organisations achieve?</li> <li>How do different methodologies compare?</li> <li>What are the most significant obstacles to successful implementation?</li> <li>What is the trajectory of marketing attribution within the region?</li> </ul> <p>The following <strong>sections</strong> are featured in the report:</p> <ul> <li>Marketing attribution beyond the last click</li> <li>Goals and benefits of attribution</li> <li>Types of attribution</li> <li>Types of technology and vendors</li> <li>Actionable attribution</li> <li>Multichannel attribution</li> <li>Barriers to success</li> </ul> <p><strong>Findings</strong> include:</p> <ul> <li> <strong>Lack of knowledge</strong> holds back marketers but, promisingly, there does seem to be little resistance to implementing attribution modelling with only 16% of company respondents saying they were not convinced by the <strong>business case</strong>.</li> <li> <strong>Custom modelling</strong> is the most effective attribution model, though most are still using first and last click. First touch or click remains the most commonly-used model beyond last-click, used by 47% of responding organisations. Two-fifths (41%) said custom modelling was very effective compared to 15% that said the same of first touch or click.</li> <li> <strong>Turning attribution insights into action</strong> is the final hurdle: 44% of companies agree to some extent that the insights they gain from attribution are not actioned.</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/3869 2015-09-03T09:25:00+01:00 2015-09-03T09:25:00+01:00 Quarterly Digital Intelligence Briefing: The Multichannel Reality <p><strong>The Multichannel Reality </strong>report, produced by Econsultancy in partnership with <strong><a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a></strong>, looks at the extent to which organisations take an integrated approach to marketing across different channels and use cross-channel campaign management tools. The report is based on a global survey of 1,945 digital marketers and ecommerce professionals carried out in June and July 2015, and follows up on a similar piece of <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing/">research</a> from 2013.</p> <p>The following sections are featured in the report:</p> <ul> <li>Is integration at a standstill?</li> <li>Tech is the great enabler... or the biggest barrier</li> <li>Navigating the customer journey</li> <li>Mapping mobile touchpoints</li> <li>Email and the customer journey: vital from start to finish (and still underestimated)</li> <li>The tangible impact of cross-channel campaign management</li> <li>How campaign management tools stack up</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Since 2013, the proportion of respondents with <strong>separate, non-connected technologies managing data</strong> for different channels has decreased only marginally, from 52% to 50%.</li> <li>Less than a fifth (17%) of responding organisations indicate that they are fully capable of <strong>analysing their customers’ journeys</strong>. Encouragingly, the majority of respondents appear to be either planning to have this capability or are working on it already.</li> <li>Two-thirds (67%) of respondents agree that they 'lack the systems to effectively map the<strong> mobile customer journey</strong>'.</li> <li>Although only 21% claim a strong understanding of the retention phase, twice as many marketers (42%) agree <strong>email plays a 'central role'</strong> here.</li> <li>Only around a quarter of companies use a <strong>cross-channel campaign management tool</strong>. Those using cross-channel campaign management tools are <strong>more likely to hit financial targets</strong>.</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/3854 2015-08-11T16:15:00+01:00 2015-08-11T16:15:00+01:00 Organizing Marketing in the Digital Age (Healthcare) #<Author:0x007ffe58921040> <p>To be effective, marketing has to be organized to deliver against the objectives of the business. This <strong>Organizing Marketing in the Digital Age</strong> report looks specifically at the healthcare sector, and is based on data and insight from that industry, including interviews with senior marketers from healthcare companies and insight gained from digital transformation work with healthcare companies.</p> <h2>Overview</h2> <p>Why do healthcare companies need special treatment when considering organizational capabilities and structure? The simple answer is they often don't. There are some market forces relatively unique to healthcare, such as the regulatory environment, but the majority are in fact common with any large complex organization. As such, many of the findings will be applicable to large organizations in any sector. However, our focus on healthcare is for two reasons:</p> <ol> <li>The speed of change and amount of sector disruption is unique to this moment. A perfect storm of legislative changes (US), technology advances, big data and patient empowerment are fundamentally changing the position of healthcare in the market and therefore the role of marketing in that new ecosystem.</li> <li>Econsultancy has been working extensively in this sector and can therefore bring the experience of its work carried out during the last 24 months to this research.</li> </ol> <h2>Key findings</h2> <ul> <li>Long-term growth in the healthcare sector is linked to the evolution and success of marketing as never before.</li> <li>For marketing to thrive in this expanded role, its organizational structure must allow for evolution, agility and learned maturity.</li> <li>Organizational design by default is not the most effective outcome. Start with an audit of your current capabilities.</li> <li>Marketing objectives and campaign goals are clearly aligned to team competency and organizational capability, and yet the two are not planned by the same team (if at all).</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> <p><img style="float: right;" src="https://assets.econsultancy.com/images/resized/0006/6197/econsultancy-digital-transformation-blog-flyer.jpg" alt="" width="300" height="112"></p> <p><a 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><iframe src="https://www.youtube.com/embed/2q_lWLm5qtg?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:Report/3829 2015-07-16T10:00:00+01:00 2015-07-16T10:00:00+01:00 Measurement and Analytics Report 2015 <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 2015</strong>, produced by Econsultancy in partnership with analytics consultancy <strong><a href="http://www.lynchpin.com/">Lynchpin</a></strong> for the eighth year running, looks at how organisations are using data strategically and tactically to generate insights and to improve business performance. The research, based on a survey of almost 900 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>Two in five organisations don’t use a framework to structure their measurement requirements, while two-thirds of companies surveyed are lacking a formally documented data analytics strategy.</li> <li>More companies are looking to grow their in-house analytics teams, with 50% of businesses planning to increase their spending over the next 12 months. In contrast, fewer organisations than a year ago say they are planning to increase their technology and consulting budgets.</li> <li>The vast majority (86%) of responding companies indicate that their ‘understanding of customers is increasing over time’, while more than half (55%) ‘use data effectively to build their understanding of customers’.</li> </ul> <h2>Features of the report</h2> <p>Based on a survey of almost 900 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/3831 2015-07-16T09:00:00+01:00 2015-07-16T09:00:00+01:00 The Role of DMPs in the Era of Data-Driven Advertising <p><strong>The Role of DMPs in the Era of Data-Driven Advertising</strong> report shows that data management platforms (DMPs) are playing an increasingly important role in supporting effective marketing.</p> <p>The research, part of a new <strong>Modern Marketing Actionable Insights Series</strong> launched in partnership with<strong> <a title="Oracle Marketing Cloud" href="https://www.oracle.com/marketingcloud/index.html" target="_self">Oracle Marketing Cloud</a></strong>, looks at why companies are introducing these increasingly influential technology platforms and the challenges which prevent them being used to maximum effect.</p> <h2>What you'll learn</h2> <ul> <li>What does the DMP landscape currently look like?</li> <li>What are the benefits and potential applications of a DMP? Does product reality align with marketers' perceptions?</li> <li>What is the best option when it comes to managing a DMP? In-house, agency or both?</li> <li>Is data enhancing or diminishing creativity?</li> <li>What are the key characteristics of a successful data-driven company?</li> <li>What role will DMPs play in the future of advertising?</li> </ul> <p>The report also includes a list of <strong>actionable best practices</strong> to help you make sense of how to take advantage of a DMP for your advertising efforts.</p> <p><img style="float: right; border: 0;" src="https://assets.econsultancy.com/images/resized/0006/5037/linus-gregoriadis-blog-featured-thumb-round.png" alt="Linus Gregoriadis"></p> <p>"The benefits of using data management platforms are becoming more widely understood by companies who are keen to make sure they are using their own first- and third-party data to gain a competitive advantage. DMPs can help with better targeted display advertising campaigns, but they are also being harnessed to deliver a better customer experience across a range of touchpoints.</p> <p><em>Linus Gregoriadis, Research Director, Econsultancy</em></p> <h2>Methodology</h2> <p>The methodology involved three main phases:</p> <ul> <li>Phase 1: desk research to identify relevant issues, opportunities and use cases.</li> <li>Phase 2: a series of in-depth interviews with a range of senior executives working for brands, publishers and agencies.</li> <li>Phase 3: an online global survey of 170 senior marketers working in digital marketing and ecommerce across sectors as diverse as financial services, retail, media, travel and automotive. The survey focused on organisations already using DMPs.</li> </ul> <h2>Who should read this report?</h2> <p>This report is for anyone interested in the DMP space, in particular brand marketers who are just about to, or have already started using a DMP as part of their advertising activities.</p> <h2>Contributors</h2> <p>We would like to thank the following for their contributions to this report:</p> <ul> <li>Christian Bartens, CEO &amp; Founder, <strong>Datalicious</strong> </li> <li>Marco Bertozzi, President, Global Clients, <strong>VivaKi</strong> </li> <li>Hitesh Bhatt, Senior Digital Marketing Strategist, Group Digital, Marketing and Customer Development, <strong>Lloyds Banking Group</strong> </li> <li>Rebecca Braithwaite, Planning Director, <strong>Golley Slater Direct &amp; Digital</strong> </li> <li>Jeff Bullas, CEO, <strong>Jeffbullas.com</strong> </li> <li>Santiago Campillo-Lundbeck, Editor, <strong>Horizont</strong> </li> <li>Mike de Halpert, Global Head of Strategic Analytics, <strong>eBay</strong> </li> <li>Andrew Hood, Managing Director, <strong>Lynchpin</strong> </li> <li>Chris Humphrey, Digital Consultant, <strong>Lloyds Banking Group</strong> </li> <li>Jemma Jones, Department Manager – European Marketing Communications, <strong>Honda Motor Europe</strong> </li> <li>Leif Pellikan, Editor, <strong>Werben &amp; Verkaufen</strong> </li> <li>Tom Roberts, Managing Director, <strong>Tribal Worldwide</strong> </li> <li>Ben Salmon, Founder, <strong>Attributely</strong> </li> <li>David Schruers, Consultant/Founder, <strong>Comarteq</strong> </li> </ul> <h2><strong>Other reports in the Modern Marketing Actionable Insights Series</strong></h2> <ul> <li> <p><strong><a href="https://econsultancy.com/reports/cross-channel-marketing-report/">Cross-Chanel Marketing Report</a></strong></p> </li> <li> <p><strong><a href="https://econsultancy.com/reports/marketers-in-the-boardroom">Marketers in the Boardroom</a></strong></p> </li> </ul> tag:econsultancy.com,2008:Report/3833 2015-07-15T10:00:00+01:00 2015-07-15T10:00:00+01:00 How To Go Viral #<Author:0x007ffe3c2a98f0> <h2>Overview</h2> <p>We're spending much more time and resources creating content, but a lot of it is getting little engagement. This engagement problem is often related to digital distribution.</p> <p>We’re dangerously tempted to focus on the content, only to think that its life is over once we’ve pressed 'publish'. This is only half of the content strategy process, and as marketers we need to be thinking about what happens once we’ve pressed the button.</p> <p><strong>Content distribution is a key component of content strategy planning models.</strong> Once we make the content live (the point of production marked by the dotted line), it is ready to be distributed – content production and distribution are intertwined.</p> <p>Through reading this report, marketers should be able to better <strong>understand how to effectively plan distribution as part of their content marketing efforts, and what they need to do after they press 'publish'.</strong></p> <h2>What you'll learn</h2> <p>Key areas covered in the report:</p> <ul> <li> <strong>Frameworks for creating shareable content:</strong> a review of what distributable content – that is content that is readily shared and distributed – actually looks like.</li> <li> <strong>How publishers get traffic:</strong> the techniques that publishers use to maximise their content distribution.</li> <li> <strong>Theories of distribution networks:</strong> creating content that has the ingredients of shareability is rarely enough – we also need to consider where it may be placed to gain greater traction and who will be sharing it</li> <li> <strong>Finding online influencers:</strong> how can we go about finding the most influential people within our sector, conversing with them and getting them to share our content?</li> <li> <strong>Content distribution in practice:</strong> using a semi-hypothetical example based on our own experiences, the report looks at how we may want to distribute our content through a number of channels within social media and search.</li> <li> <strong>Advanced content distribution:</strong> new platforms and techniques of distribution away from natural distribution in social and search.</li> </ul> <h2>Who should read this report?</h2> <p>The key point of this report is that if you’re producing content, then you need to distribute it, so it should be useful to anyone who has a functioning content marketing operation.</p> <p>The sections are varied and will suit differing levels of content producers and marketers. <em>Section 2</em> and <em>Section 3</em> are most relevant for content producers, while <em>Sections 4-7</em> will be most useful for marketers who specifically want to know more about how to distribute content.</p> <h2>Contributors</h2> <p>We would like to thank the following for their contributions to this report:</p> <ul> <li>James Crawford, Managing Director, <strong>PR Agency One</strong> </li> <li>Ash Jones and Dom McGregor, Directors, <strong>The Social Chain</strong> </li> <li>Pete Longhurst, Managing Director, <strong>7th Chamber</strong> </li> <li>Andreas Pouros, COO, <strong>Greenlight Digital</strong> </li> <li>Steve Rayson, Director, <strong>BuzzSumo</strong> </li> <li>Justin Rees, Co-Founder, <strong>Currently</strong> </li> <li>Sarah Wood, COO, <strong>Unruly Media</strong> </li> </ul> tag:econsultancy.com,2008:Report/3827 2015-07-13T23:30:00+01:00 2015-07-13T23:30:00+01:00 State of Digital Marketing in Australia and New Zealand <h2>Overview</h2> <p>The <strong>State of Digital Marketing in Australia and New Zealand Report</strong>, published by Econsultancy in association with <strong><a title="Marketo" href="http://www.marketo.com/">Marketo</a></strong>, is a bellwether for the state of the marketing industry in the region. 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 technology investment priorities and most in-demand marketing skills. </p> <p>The report is based on a survey of almost 500 client-side marketers and agency respondents, and follows similar pieces of research carried out in 2012 and 2013.</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><strong>Key trends featured in the report: </strong></p> <ul> <li>A positive outlook for marketing investment</li> <li>Marketers are committed to investing in technology</li> <li>Keeping the customer front of mind is a key priority</li> <li>A digital skills gap still looms large</li> <li>Marketers advance the measurement agenda</li> </ul> <h2>Features of the report </h2> <p>This 58-page report looks in detail at how companies are allocating their online and offline marketing budgets for the next 12 months. It explores the following areas:</p> <ul> <li>Marketing focus</li> <li>Marketing budgets</li> <li>Investment in technology</li> <li>Measuring marketing effectiveness</li> <li>Knowledge and support</li> <li>Skills</li> <li>Barriers to further investment</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 outside who want to understand how marketing budgets and investment is evolving within the digital and traditional marketing fields in the region.</p> tag:econsultancy.com,2008:Report/3828 2015-07-13T17:15:00+01:00 2015-07-13T17:15:00+01:00 B2B Digital Trends 2015 <p>The <strong>B2B Digital Trends 2015 </strong>report, published in association with <strong><a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a></strong> and based on a global survey of more than 800 global B2B professionals, seeks to understand the key priorities, trends and challenges for B2B digital marketing in 2015.</p> <p>The report also explores unique characteristics of B2B vs. B2C and provides insights into variations among several of the sub-sectors within B2B.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>Focus on content and content optimization</li> <li>Tech marketers lead the way in data-driven marketing</li> <li>Seizing the marketing automation opportunity</li> <li>Behind the curve on mobile maturity</li> <li>B2B appetite for experimentation</li> <li>To what extent are B2B organizations 'digital first'?</li> <li>The B2B CX imperative</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Content marketing is seen as the single most exciting opportunity for 2015, ahead of customer experience which comes out on top when the B2B and B2C samples are combined.</li> <li>Technology marketers are almost three times more likely than their manufacturing counterparts to identify big data as an exciting opportunity for 2015.</li> <li>B2B marketers are more than twice as likely as their B2C counterparts to see marketing automation as a top digital-related priority for their organization in 2015 (24% versus 11%).</li> <li>Nearly two-thirds (65%) agree that they will be experimenting heavily with digital in the coming year (compared to 71% of B2C marketers).</li> <li>Only 14% of B2B organizations stated that they are 'digital first'. Nearly half (45%) indicate that digital permeates most of their marketing processes.</li> </ul> tag:econsultancy.com,2008:Report/3818 2015-07-06T11:30:00+01:00 2015-07-06T11:30:00+01:00 Salary Survey 2015 Report <p>For the first time in 2015, Econsultancy collaborated with sister brands <a href="http://www.marketingweek.com/">Marketing Week</a>, <a href="http://www.designweek.co.uk/">Design Week</a> and <a href="http://www.creativereview.co.uk/">Creative Review</a> to survey nearly 10,000 people across the marketing, digital, design and advertising industries.</p> <p>This report is based on data provided by those who classify themselves as <strong>general marketing and digital professionals</strong>, numbering over 4,500 individuals.</p> <p>Coincidentally, it is also two years since Econsultancy drafted its <a href="https://econsultancy.com/blog/62668-our-modern-marketing-manifesto-will-you-sign/">Modern Marketing Manifesto</a>, and this survey data goes some way towards showing how well the gap between digital and general marketing is closing, and what still needs to happen before digital thinking is embedded into all aspects of business strategy.</p> <p>The main objective of this research is to give a guideline of how marketers are remunerated and what the trends and variations are across different industry sectors and regions in the UK, but also to understand how they rate various remuneration packages, what benefits they receive, what their expectations are and how marketing departments evolved in the last 12 months.</p> <p>The survey will help you benchmark salaries for nearly 50 individual job roles including positions such as chief marketing officer, digital strategist, marketing manager and eCRM manager. We are confident that this report provides real practical value both for those working in the marketing industry who want to understand how their peers are remunerated.</p> <h2>Findings include:</h2> <ul> <li> <strong>Digital marketing salaries are on a par with those of general marketers. </strong>If we consider salaries by level of seniority, digital salaries are faring pretty well against those in general marketing.</li> <li> <strong>Men are being paid more than women. </strong>Disappointingly, the survey findings show a considerable pay gap between male and female marketers, across both digital and general marketing.</li> <li> <strong>Digital specialists in London are commanding the biggest salaries. </strong>As one might expect, London is commanding the biggest marketing salaries, with digital specialists taking home an average income of £50,143.</li> <li> <strong>More marketers are needed at board level. </strong>More than 90% of people, including digital specialists and general marketers, have no involvement at board level.</li> <li> <strong>Marketers are footloose.</strong> The survey reveals that around 80% of marketers plan to leave their current job in the next three years, with 39% aiming to do so within the next 12 months.</li> </ul> <h2>Who should read this report?</h2> <p>This report is aimed at marketing practitioners (working either client-side or for an agency) who are interested in salary trends and variations, and want to benchmark their current salaries, in addition to those interested in how UK marketeres are remunerated.</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/3814 2015-06-24T15:31:00+01:00 2015-06-24T15:31:00+01:00 Digital Marketing in the Legal Sector #<Author:0x007ffe5a406838> <p>The <a href="http://hello.econsultancy.com/digital-marketing-in-the-legal-sector/" target="_blank"><strong>Digital Marketing in the Legal Sector</strong></a> report, published in association with The Lawyer, focuses on current activites and priorities in digital marketing within the sector, as well as challenges to best practice. The report is based on a survey of more than 150 professionals employed in marketing, digital or communications within the legal sector, carried out in the spring of 2015.</p> <p>The increasing digitisation of content and communications is not something the legal sector is unprepared for. An increasingly digital economy has been a boon for lawyers, with more work available in many areas of the industry. Despite this awareness of change, many feel law firms have seemed slow to embrace digital communications when compared to other sectors. This report aims to answer the question: "Are law firms prioritising correctly or missing opportunities in digital marketing?"</p> <h2>Key findings from the report:</h2> <ul> <li>Despite more than 30% of companies increasing marketing staff and marketing budgets since 2014, digital budgets remain a small proportion of marketing spend.</li> <li>Content marketing is effective and in demand: multimedia content creation is the skill second-most in demand when recruiting into legal sector marketing teams.</li> <li>Half of survey respondents felt their firm was adequately set up to manage the customer experience for predominantly mobile users.</li> <li>More than half of the responding firms are yet to align data and communications.</li> <li>Client behaviour is changing, with an increasing role of the web in conversion.</li> </ul> <h2>Who should read this report?</h2> <p>This report is aimed at anyone with a role in the Legal sector, in addition to those interested in the state of digital within the legal industry.</p> <p><strong>Download the report to find out more. A free sample is available to those without a subscription.</strong></p> tag:econsultancy.com,2008:Report/3807 2015-06-23T16:18:00+01:00 2015-06-23T16:18:00+01:00 Marketing Pain Points and How to Overcome Them #<Author:0x007ffe5ab82af8> <h2>Overview</h2> <p>Modern marketers live in exciting times with unprecedented opportunities to play a vital role in the commercial success of their companies. However, there are also numerous challenges and obstacles which can hinder a marketer’s ability to succeed. </p> <p><strong>Marketing Pain Points and How To Overcome Them</strong>, produced in partnership with <a href="http://www.smartfocus.com/">SmartFocus</a>, ranks 17 pain points experienced by marketers, with a diagnosis and suggested remedy for each problem. As well as analysis by Econsultancy, the report contains insight and advice from a number of leading marketing experts who prescribe advice on how an array of challenges can be overcome.</p> <h2>What you'll learn from this report</h2> <ul> <li>Discover which pain points are most prevalent among marketers, and expert remedies to mitigate the pain</li> <li>Find out the data challenges that lead to the biggest headaches, and how they can be alleviated</li> <li>Compare opinions on how the skills required to be a marketer have evolved over recent years</li> <li>Understand the importance of context to the future of marketing</li> </ul> <h2>Features in the report</h2> <p>This 55-page report focuses on these key themes:</p> <ul> <li>Identifying the pain points most likely to give marketers a migraine and what can be done to address the problems</li> <li>Why are companies struggling to make data actionable?</li> <li>The challenges that come with IT and various marketing technologies</li> <li>Finding the time and resources for optimisation</li> </ul> <h2>Who is this report aimed at?</h2> <p>This report is aimed at all marketing professionals. It is particularly useful for marketers that are struggling with the tenets of "modern marketing", including using data, developing personalisation and contextualisation capabilities, and optimisation.</p>