tag:econsultancy.com,2008:/topics/strategy-operations Latest Strategy & Operations content from Econsultancy 2016-12-08T15:40:00+00:00 tag:econsultancy.com,2008:Report/4351 2016-12-08T15:40:00+00:00 2016-12-08T15:40:00+00:00 The New Marketing Reality <p>There can be no doubt that marketers are keen to embrace new platforms and technologies to help them drive growth. Sadly, it would appear that there is still a <strong>gap between those goals and the methods they have at their disposal to achieve them</strong>.</p> <p>The challenge is that while new technologies and the data that underpins them have the potential to create a truly omnichannel customer experience, marketers' methodologies are still forcing everything through the same <strong>outdated, siloed processes</strong>.</p> <p><strong>The traditional funnel no longer works.</strong> It assumes audiences are linear and predictable in their behaviour. At the same time, it doesn't take into account the fact that people will act the way they want to act, rather than sticking to a sequence designed by marketers.</p> <p>To help marketers break free from these processes that are stopping them from capitalising on the opportunities that more agile, disruptive companies are enjoying, this report identifies some <strong>key areas ripe for change</strong>.</p> <p><strong>The New Marketing Reality</strong> report, produced in association with <a title="IBM Watson Marketing" href="https://www.ibm.com/watson/marketing/">IBM Watson Marketing</a>, explores the challenges that marketers face in the three key battlefields of data, customer experience and business outcomes.</p> <p>Findings include:</p> <ul> <li> <strong>Audience segmentation</strong> is the topmost priority, with 72% of executives stating that they are using their data to support this activity. It is viewed as a standard tactic by even the most laggard of companies. The next most popular data-related activity is <strong>customer journey mapping</strong>, with 67% practising it.</li> <li>The vast majority (80%) of those who rate their ability to understand the customer journey across channels and devices as 'advanced' or 'intermediate' find customer journey mapping or analysis 'highly valuable' and the remaining 20% claim it is 'quite valuable'.</li> <li>Most respondents are still <strong>finding it hard to move out of the channel-focused mindset</strong>, hampered by both technology and organisational structure.</li> <li>Considering that 83% of more advanced companies claim to practise customer journey mapping, we might expect less channel focus but 59% still have <strong>difficulty unifying their data sources</strong> and a further 61% are struggling with the <strong>complexity of their customer touchpoints</strong>.</li> <li>From a business buy-in and organisational perspective, there is still some work to do. The customer journey is still to see the sort of formalised approach that data strategies are only now beginning to enjoy.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:BlogPost/68612 2016-12-08T14:21:54+00:00 2016-12-08T14:21:54+00:00 How the Internet of Things will fundamentally change marketing Seán Donnelly <p>It’s always nice to receive comments and questions on posts as they provide great opportunities for us here at Econsultancy to challenge our own thinking. </p> <p>In this case, the subscriber asked about the implications of IoT for marketing and in particular digital marketing. These questions provide a nice opportunity to delve a bit more deeply into the topic that perhaps I didn’t do well enough in my first post.</p> <p>With that in mind, let’s start with marketing.</p> <h3>What are the links between IoT and marketing?</h3> <p>Perhaps this isn’t articulated clearly enough in my earlier post despite my intent. I would suggest that the link between IoT and marketing may depend upon how one views the role of marketing.</p> <ol> <li> Is marketing a tactical activity that focuses on the 4Ps of product, price, place and promotion?</li> <li> Or is it a broader strategic activity that positions marketing as the key function of a business?</li> </ol> <p>I would take the second view. If the goal of a business is to create and satisfy a customer, then marketing and product / service innovation are the key strategic activities that add to the bottom line.</p> <p>If we expand on that view even further, then it is up to marketers to understand the market. This means understanding consumer demand and continually observing the competitive landscape.</p> <p>Clearly this positions marketers as leaders and every other business function as a supporting activity.</p> <h3>Strategic marketing</h3> <h4>IoT and the competitive landscape</h4> <p>If we take this second view and then we need to be aware of what impact the Internet of Things might have on our competitive environment.</p> <p>In my earlier post I provided examples of how GE changed its business model from focusing on transactional relationships to designing systems to tap into closer client relationships, effectively making clients more reliant on GE and so making it difficult for those clients to change provider.</p> <p>And so I think marketers will need to consider what impact IoT may have in terms of the key competitive forces at play in their own industries. By competitive forces I am referring to bargaining power of suppliers and buyers and threats of new entrants and substitutes.</p> <p><img src="https://assets.econsultancy.com/images/0008/2255/Uber_homepage.png" alt="" width="800" height="419"></p> <p>I mentioned Uber which is effectively mobile software that connects passengers with drivers of vehicles for hire. Before the saturation of smartphone usage, Uber may not have succeeded. Here’s why.</p> <p>Buyers (of taxi services) had less bargaining power and for the taxi industry, the threat of new entrants was moderate.</p> <p>In countries with regulated taxi industries, drivers have to study and take tests to be awarded with a license to drive a public service vehicle. They may also have to spend a lot of money to purchase their taxi license and in some jurisdictions, a specific vehicle for taxiing; a black cab for example.</p> <p>Uber has bypassed much of this red tape although in fairness, regulatory bodies in many countries are scrambling to catch up due to concern about safety and protecting incumbent players. Since its launch in San Francisco in 2010 it has expanded into over 20 countries and significantly disrupted the taxi industry.</p> <p>In my first post I discussed attending Web Summit. Considering so many companies at Web Summit want to be the next Uber of [insert industry!], then marketers really do need to consider the impact that ubiquitous connectivity of devices with each other, the internet and the wider environment might have on their industry.</p> <p>They may consider this from a defensive point of view but equally, they may see it as an opportunity to innovate and find ways to create new and better customer experiences.</p> <h4>IoT disrupting industries</h4> <p>While taxi drivers couldn’t see Uber coming, car manufacturers can see self-driving coming. Beyond Uber, connected cars may be the most familiar example of IoT related technology.<br> </p> <p>Connected cars, autonomous driving systems, artificial intelligence and cloud computing are driving huge changes for car manufacturers. IoT has had a hand in all of these. </p> <p>IoT related technologies are going to redefine the automotive industry. Car manufacturers are now finding themselves operating in an environment where they need to keep an eye on the likes of non-traditional competitors like Tesla, Google and Apple. Two of these companies didn’t exist 20 years ago.</p> <p>IoT can enable new approaches to driving and potentially new business models:</p> <ul> <li>A landscape of connected cars could lead to a significant uptake in autonomous vehicles that can communicate with other vehicles, traffic management systems and sensors in the road to manage safety and optimise journey routes.</li> <li>IoT can and perhaps is turning car manufacturers into technology companies. Like mobile phones before cars, could cars, like mobile devices (think Nokia) become secondary to the software that is running them?</li> <li>Like the GE example I provided before, sensors in cars can create new services models, giving owners a better understanding of how their vehicles are running and predict potential breakdowns.</li> <li>Internet-enabled sensors in cars can also monitor driver behaviour and so also be used by insurance companies to charge more appropriate premiums.</li> <li>Car mobility data could be used by marketers to figure out ways to target drivers / passengers with personalised offers.</li> <li>For the likes of Google and Apple, companies which have entertainment platforms, they might also make money from selling in car services and entertainment. This makes sense if passengers aren’t actively involved in driving and so can spend time on other pursuits.</li> <li>If a connected car can recognise that something is wrong, it can diagnose the issue and optimise the driving experience to manage the issue. For example, it could turn off air conditioning to conserve energy. It could also communicate with other cars around it to identify that there is a potential issue and also find the closest service centre.</li> <li>In fact, a new connected landscape could lead to an end to car ownership altogether as more and more peer-to-peer services proliferate. In London at least, there are ZipCars in many neighbourhoods. </li> </ul> <p>As well as new opportunities, car manufacturers will also need to think about software security and the risk of being hacked.</p> <p>That changes the paradigm for tactical marketing in terms of producing communications not just about car performance and safety but also cyber security.</p> <h3>Tactical marketing</h3> <p>Let’s bring things back to a more tactical level and look at what IoT could mean for digital marketing in particular.</p> <p>I mentioned in the previous post that IoT could enable marketers to provide enhanced value and services. I also mentioned that IoT can provide real-time, contextualised data that can come from many touchpoints over a period of time.</p> <p>Let’s dig a bit deeper. The keywords here are touchpoints and data and could lead to functional changes in terms of how marketers do their jobs.</p> <p><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">Econsultancy’s 2016 Digital Trends report</a> found that seven out of 10 respondents identified the mapping of the customer journey as a strategic priority for the next few years. This suggests getting an understanding of touchpoints along that journey, both online and offline.</p> <p>The beauty of IoT is that the deployment of internet-enabled sensors could provide marketers with real-time, contextualised data from online and offline touchpoints over a period of time. In this sense, IoT may provide marketers with the final piece of the jigsaw that’s been missing to provide a unified approach to marketing activities, online and offline.</p> <p>Consider that in Econsultancy’s 2016 Digital Trends report, personalisation and content optimisation topped the priority list for marketers this year.</p> <p>However only 20% of marketers have an actionable ‘single customer view’ that combines data sources about individuals (Source: <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-pursuit-of-data-driven-maturity/">Quarterly Digital Intelligence Briefing: The Pursuit of Data-Driven Maturity</a>). Clearly there is a huge disconnect between the aspiration of truly personalised marketing communications and the reality.</p> <h3>Analytical marketing </h3> <p>As internet-enabled sensors such as beacons become more prevalent, the implications may be significant. I would suggest that the data from those sensors may be used to enable marketers to more accurately map offline touchpoints and develop a single customer view based on online and offline behaviour.</p> <p>This could lead to all sorts of functional changes to marketing activities:</p> <ul> <li>Real-time market research versus traditional market research methodologies.</li> <li>Access to a single customer view.</li> <li>Ability to deliver real-time, contextualised and personalised communications depending on where a customer is in their decision journey.</li> <li>Access to data that can be used not just for personalised marketing activities but also to inform product and strategic decision making. </li> </ul> <p>Consider that a million connected devices sending an update two times per second create the equivalent of 333 times the number of tweets per second that Twitter has to deal with.</p> <p>Then consider that Cisco forecasts 50bn such devices by 2020. That’s a lot of data to slice and dice. </p> <p>As organisations continue along their journey to digital maturity, marketers will be expected to deal in proven and impactful metrics. IoT may provide some of those metrics.</p> <h3>IoT and Customer Experience</h3> <p>A world of interconnectivity provides an opportunity to improve products and services in real time. </p><p>IoT could provide marketers with the information that they need to improve customer experiences and thereby effectively balance marketing activities between customer acquisition and customer retention.</p> <p>Clearly this has implications for the marketing function in terms of budgeting, operations, service design and approach to advertising. Interestingly, the concept of <a href="https://econsultancy.com/blog/67168-so-what-exactly-does-customer-experience-cx-mean/">Customer Experience (CX)</a> has been gaining traction in recent years as a key strategic priority for many organisations to create sustainable competitive advantage.</p> <h3>Conclusion </h3> <p>Ubiquitous availability of bandwidth, limitless computational capacity via cloud computing as well as near infinite amounts of storage means that we are increasingly going to see new and innovative use cases for IoT.</p> <p>In fact, I would suggest that the Internet of Things will bring things that we can’t even predict yet.</p> <p>With that in mind, I recall the words of <a href="https://econsultancy.com/blog/68374-10-quotes-from-unilever-cmo-keith-weed-at-the-festival-of-marketing-2016/">Keith Weed, CMO of Unilever when he spoke at our Festival of Marketing in October</a>. On the subject of learning, experimentation and success, he said “Pull the future forward and the outside in”.</p> <p><img src="https://assets.econsultancy.com/images/0008/2261/keith_weed.jpg" alt="" width="271" height="271"></p> <p>As we move towards an ‘Internet of Everything’ the only constant left on the table for marketers is that change is inevitable. The goal of this post and my original post is to encourage marketers to think about IoT beyond what it can do to support marketing campaigns today.</p> <p>With that in mind, as marketers I think we need to keep our eye on the horizon and consider what IoT means for us as professionals, for our business and for our industry.</p> <p>As always, comments, critique, questions and positive discussion are most welcome. It will be interesting to see how industries will continue to change as consumers acquire more internet-enabled devices and more of our everyday products are connected to the internet.</p><p>Econsultancy has published a <a href="https://www.econsultancy.com/search/?q=internet%20of%20things&amp;only=BlogPost" target="_self">number of blogs about the Internet of Things</a> as well as these reports:</p> <ul> <li><a href="https://www.econsultancy.com/reports/a-marketer-s-guide-to-the-internet-of-things" target="_self">A Marketer’s Guide to the Internet of Things</a></li> <li> <a href="https://www.econsultancy.com/reports/a-marketer-s-guide-to-wearable-technology" target="_self">A Marketer’s Guide to Wearable Technology</a> </li> </ul> <p>Readers may also be interested in <a href="https://econsultancy.com/reports/predictive-analytics-report/">Econsultancy’s Predictive Analytics Report</a>, published in association with RedEye.</p> <p>This report looks at adoption levels of predictive analytics and the types of strategies and tactics organisations are using.</p> tag:econsultancy.com,2008:TrainingDate/3116 2016-12-05T07:27:14+00:00 2016-12-05T07:27:14+00:00 Fast Track Digital Marketing - Malaysia <p><strong>UK and Malaysia Most Popular Digital Marketing Course is now fully refreshed! </strong></p> <p>An intensive 3-day course covering a complete overview of digital marketing disciplines, understanding the digital marketing spectrum from paid search, display advertising to big data, marketing automation and content marketing. Learn to build powerful online strategy and review best practice case studies. </p> tag:econsultancy.com,2008:BlogPost/68570 2016-11-29T16:34:00+00:00 2016-11-29T16:34:00+00:00 Consultancies are buying agencies: What does it mean for marketing? Ben Davis <h3>Consultancies are swiftly targeting a demand</h3> <p>Just look at the top five agencies based on UK billings, taken from Econsultancy's <a href="http://digitalagencies.econsultancy.com/">Top 100 Digital Agencies report</a> published in June 2016.</p> <p>Three big IT and management consultancies, IBM, Accenture and Deloitte have successfully targeted the demand for digital and media, particularly within larger companies that are still getting to grips with their own <a href="https://econsultancy.com/training/digital-transformation/">digital transformation</a>. </p> <ol> <li> <p>IBM iX - £191,673,395</p> </li> <li> <p>Accenture Interactive - £176,527,487</p> </li> <li> <p>SapientNitro - £165,433349</p> </li> <li> <p>BAE Systems - £77,741,561 </p> </li> <li> <p>Deloitte Digital UK - £75,000,000</p> </li> </ol> <p>How have they done it?</p> <h3>'The customer journey' is the new mantra</h3> <p>Ashley Friedlein, Econsultancy founder, puts it best in his introduction to that Top 100 Digital Agencies report.</p> <p>"Historically separate parts of the customer funnel, managed by agencies, tech vendors, system integrators and consultancies, are coming together," Ashley says.</p> <p>He adds, "The merge is forming a single view of the customer journey where there is data visibility, tracking and tech inter-operation throughout the funnel."</p> <p>Consultancies, with their experience of strategy and technology implementation, were well placed to complete the loop and have been doing so through acquisitions.</p> <p>Accenture was already handling strategy, technology and infrastructure, so it began adding digital marketing, notably with design business Fjord in 2013, and now with Karmarama.</p> <p>Karmarama sees itself as an agency that unites brand with experiences, and Accenture in its press release refers to the Accenture Interactive division as 'experience architects'.</p> <p>So, whether implementing a CRM system or designing a mobile website, the mantra is the same - it's all about the customer journey/experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/1880/journey.jpg" alt="customer joruney" width="456" height="255"></p> <h3>Scale <em>and</em> specialism are imperative for big wins</h3> <p>A certain scale of agency is required to think big about customer experience. If an agency is to develop new revenue streams for a client, it must have wide and deep expertise.</p> <p>If you go back to that top five list above, you may notice that since June, SapientNitro has reformed, merging with Razorfish (also part of Publicis.Sapient).</p> <p>Scale was the rationale here, as well. In a statement, Publicis.Sapient CEO Alan Herrick said: "By creating SapientRazorfish, and by implementing a more integrated management structure, we are combining the very best digital and technology assets in one combined unit."</p> <p>The biggest agency win of the year is also relevant here. 2016 saw Omnicom Group placed in charged of both McDonald's media and creative (the entire account).</p> <p>Omnicom agencies will be selected based on their expertise, and Mark Ritson writing for Marketing Week states that this may represent an advantageous middle ground.</p> <p>He puts it thus:</p> <p>"Does the surfeit of communication options require a single integrated agency? Or should a client hand-pick the best dedicated agency to handle each specific medium or channel?"</p> <p>"...The former suggests a ‘jack of all trades, master of none’ mentality. The latter alternative requires the client to essentially become the integrator of non-aligned, openly hostile competitive firms."</p> <p>"...It would appear that McDonald’s prefers a middle position – a large holding company that can offer a range of specialist agencies but all within the single operating group."</p> <p>How is this relevant to Accenture? Well, its acquisitions give it a greater degree of specialism <em>and</em> scale.</p> <p>However, as Accenture concentrates on creating experiences and revenue (rather than perhaps traditional advertising), it is understandable that in a <a href="http://uk.businessinsider.com/why-accenture-acquired-karmarama-2016-11">recent interview with Business Insider</a>, executives involved in the Karmarama deal are talking about entrepreneurialism and new revenue streams, rather than a 'holding company' ethos.</p> <p>Being big and small is no easy task, but acquisition is one way to achieve it, especially when these agencies have good existing knowledge of their clients.</p> <p><img src="https://assets.econsultancy.com/images/0008/1881/t_shape.png" alt="t-shape" width="225" height="225"></p> <h3>Campaigns are out (and skills are moving in-house)</h3> <p>As Accenture Interactive's MD Donna Tuths <a href="https://contently.com/strategist/2016/07/29/can-accenture-take-over-advertising/">told Contently earlier this year</a>, when talking about digital, “I see many of these things as no longer being the domain of agencies.”</p> <p>“[Clients are] starting to see the folly in trusting their brands to short-term, campaign-driven partners.”</p> <p>This is back to the customer experience mantra. It doesn't make sense for agencies to concentrate on short-term success in a particular channel, when they can be crafting channel-neutral, always-on campaigns.</p> <p>Clients are bringing more skills in house and are altogether more comfortable managing campaigns in maturing digital channels, which previously might have been unique to agencies.</p> <p>What these clients need is help with the blend of tech integration, strategy and creative on larger projects.</p> <p>As consumers raise their expectations of personalised experiences, agencies must be better able to combine creative with <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">machine learning and data</a>.</p> <p>Creativity has to be applied broadly, not turned on and off.</p> <h3>Consolidation is just a fact of life in a growing industry</h3> <p>Independent agency owners are taking the money as they realise the difficulty in trying to offer 'full service' in a market in which tools and services are proliferating.</p> <p>Research from Luma Partners showed 72 merger and acquisition events in Q1 2016 (in adtech, martech and creative).</p> <p>At this year's Festival of Marketing, <a href="https://www.marketingweek.com/2016/10/05/sir-martin-sorrell-facebook-cannot-claim-a-three-second-view-is-the-same-as-a-tv-ad/">Sir Martin Sorrell said</a> he expects consolidation to continue apace.</p> <h3>In summary...</h3> <p>Slowly but surely, the word digital is becoming redundant. Digital is increasingly just an aspect of marketing now; an aspect of business.</p> <p>Acquisitions and the greater influence of business consultancies are therefore not surprising.</p> <p>Tech is being bundled into strategy, and the broader question is whether this necessitates different business strategies, with greater focus on long-term revenue and diversification, design leadership and customer need.</p> <p>I'll leave the last words to one agency, commenting for our Top 100 Digital Agencies report, which said: “We need to find the right balance of structure and process versus the need for fluidity and dynamism to service our ever-evolving client needs."</p> <p>"The agency landscape is facing a rethink and having told our clients that technology is changing their communications relationships, we must continue to turn the spotlight on ourselves by trialling different models to support an increasingly diverse range of outputs that stem from a cohesive narrative.” </p> <p><em>For further reading on this trend, download <a href="https://econsultancy.com/reports/the-future-of-agencies/">Econsultancy’s Future of Digital Agencies Report</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68565 2016-11-28T09:18:14+00:00 2016-11-28T09:18:14+00:00 Four top digital priorities for B2B marketers: Report Nikki Gilliland <p>Here are some key charts taken from our latest B2B Digital Trends report in association with Adobe, highlighting four areas of focus right now. </p> <h3>Playing catch up on content optimization </h3> <p>While the below chart shows content optimization to be the biggest digital priority for B2B organizations in 2016, it is interesting to note that this was top for B2C marketers two years ago.</p> <p><img src="https://assets.econsultancy.com/images/0008/1779/Top_priorities_in_2016.JPG" alt="" width="743" height="589"></p> <p>Today, while optimization still remains important for B2C, personalization and targeting have taken precedence.</p> <p>If this is anything to go by, it wouldn’t be a surprise to see B2B marketers citing the same in 12 to 24 months down the line. </p> <p>For now, catching up on optimization remains the most pressing matter, as does marketing automation, in part reflecting the continued importance of email campaigns.</p> <h3>Data-driven marketing will be key</h3> <p>Looking even further into the future, it appears that B2B marketers aren’t thinking too much in terms of technology innovation or major channel shifts. </p> <p>Rather, they foresee improvement within a current area of opportunity – data. </p> <p>More specifically, mastering the tools needed to analyse customer data correctly and optimize the customer experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/1780/Five_years_time.JPG" alt="" width="760" height="578"></p> <p>While B2B marketers clearly understand the opportunity data presents, many companies report barriers due to lack of training, resources and involvement from management.</p> <h3>Implementing a strategy to underpin CX</h3> <p>With optimising customer experience cited as the most exciting opportunity now <em>and</em> in five years – what are the elements needed to achieve it?</p> <p>On a scale of one to five, 50% of marketers rank strategy as ‘most important to success’.  </p> <p>While the aforementioned element of data is crucial to developing compelling customer experiences, it is likely to be lost without an overarching strategy to guide decision-making.</p> <p><img src="https://assets.econsultancy.com/images/0008/1781/Strategy_for_CX.JPG" alt="" width="735" height="573"></p> <h3>Optimising across multiple touchpoints</h3> <p>Lastly, we can see that a big priority for B2B marketers is bringing together all of the above, combining them to create a seamless experience for customers across all channels.</p> <p>Despite <a href="https://econsultancy.com/blog/68474-b2b-digital-marketing-trends-for-2017-finally-catching-up-with-b2c" target="_blank">a lack of focus on mobile</a>, delivering a consistent message across all customer touchpoints is still thought to be most important priority.</p> <p><img src="https://assets.econsultancy.com/images/0008/1782/mobile_optimization.JPG" alt="" width="740" height="575"></p> <p><strong>For lots more information, download the full <a href="https://econsultancy.com/reports/b2b-digital-trends-2016-2017/" target="_self">B2B Digital Trends report</a>.</strong></p> tag:econsultancy.com,2008:Report/3008 2016-11-23T09:45:00+00:00 2016-11-23T09:45:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68542 2016-11-18T14:41:49+00:00 2016-11-18T14:41:49+00:00 10 of the best digital marketing stats we've seen this week Nikki Gilliland <p>Now, let's get on with the show.</p> <h3>Consumers prefer offline channels for communicating with banks</h3> <p>While an omni-channel presence is becoming increasingly expected, a new study by Invoca has found that consumers much prefer offline channels when it comes to dealing with banks.</p> <p>In a survey of more than 1,200 people, 75% said it’s important or extremely important to be able to switch between channels when interacting with their bank.</p> <p>Likewise, 75% of respondents also said in-person or phone interactions were the most effective ways to build a relationship, with just 22% choosing an online channel like email or social.</p> <p>With 80% saying that knowledge of an account history had a positive influence on their decision, the importance of good customer service is evident.</p> <p><img src="https://assets.econsultancy.com/images/0008/1616/Banking_offline.JPG" alt="" width="650" height="559"></p> <h3>October online sales grow at the highest rate since Black Friday 2014</h3> <p>The latest figures from the IMRG Capgemini eRetail Sales Index has revealed that online sales grew +18.9% YoY this October – the highest rate since November 2014.</p> <p>However, the Index also reported its lowest conversion rate since February 2013, with just 4.1% of website visits resulting in sales. This could reflect the growing trend for browsing, with many consumers shopping around to determine the best deal or discover product reviews.</p> <p>In terms of the sectors that performed particularly well, home goods and accessories came out on top - up +23.9% and +37.7% YoY.</p> <h3>British consumers spend £21.7bn on impulse purchases per year</h3> <p>In a Display Mode survey of 2,512 UK-based consumers, over half confessed to making an impulse purchase each time they go shopping.</p> <p>In total, this amounts to an estimated £21.7bn being spent on impulse purchases every year.</p> <p>When asked if the impulse purchases were necessary, 62% said they were ‘wanted not needed’, 21% stated they thought ‘they might come in handy’ and 16% said they were always needed.</p> <p>The most persuasive factor for encouraging impulse purchases appears to be monetary offers, with 92% citing this reason.</p> <h3>52% of marketers see email personalisation as a top priority</h3> <p>Return Path has released a new report highlighting what makes a successful email marketing program.</p> <p>In a survey of industry professionals, more than half ranked personalisation as their top priority for improving success. </p> <p>Similarly, improving customer retention and increasing customer engagement were also ranked highly, being cited by 47% and 44% of respondents respectively.</p> <p>In terms of barriers to success, 46% said collecting quality customer data was the biggest, followed by 44% who said increasing customer engagement.</p> <p><img src="https://assets.econsultancy.com/images/0008/1621/email.jpg" alt="" width="650" height="433"></p> <h3>Predicted growth for digital agencies in the UK reaches an all-time low</h3> <p>The latest research from Econsultancy has found that predicted year-on-year growth for digital agencies has hit the skids.</p> <p>On average, the proportion of agencies predicting their business will grow in 2017 has halved in two years, going from 25% in 2014 to just 11%.</p> <p>For lots more on this, you can download the <a href="https://www.econsultancy.com/reports/digital-agency-rate-card-survey-2016/" target="_blank">Digital Agency Rate Card Survey</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1614/Econ_research.JPG" alt="" width="618" height="608"></p> <h3>27% of UK consumers plan to buy online this Black Friday</h3> <p>It’s typically an American event, but this year’s Black Friday is set to become truly global, as UK consumers embrace the opportunity to bag a bargain online.</p> <p>A survey from One Hour Translation has found that 27% of UK consumers plan to make a purchase on Black Friday, compared to 10% who plan to buy on Cyber Monday. </p> <p>While we’re keen in the UK, other countries are less so, with France coming out as the least interested. </p> <p>The survey showed keen interest from 18% of French respondents between the ages of 25 and 44, however there was no interest whatsoever among those aged 45 and over.</p> <h3>Time spent in video and media apps grows by over 210% in two years</h3> <p>Research just released by App Annie shows that app-based video content on smartphones is on the rise.</p> <p>In fact, the global time spent in the Media &amp; Video category has grown by over 210% in the past two years, surpassing the speed at which apps in general are growing.</p> <p>In the UK, mobile data usage for streaming increased by 80% between 2014 and 2015.</p> <p>Likewise, both France and Germany saw a significant increase in mobile data usage for streaming over the past year.</p> <p><img src="https://assets.econsultancy.com/images/0008/1615/Video_streaming.JPG" alt="" width="720" height="558"></p> <h3>Singles Day results in 44,500 purchases per minute </h3> <p>Figures from Worldpay show it was a record-breaking year for China Singles Day, with Chinese consumers spending more than ever before.</p> <p>The day, which originally began as an ‘anti-Valentine's day’ celebration for single people, saw frenzied shopping activity - peaking at 44,505 payments per minute.</p> <p>The figures also reflect an increase in awareness of the day worldwide, with 38.9% more online transactions being processed globally compared to last year.</p> <p>More specifically, there was an 18.5% uplift in the volume of transactions in the UK.</p> <h3>74% of consumers say social video influences purchasing decisions</h3> <p>A new study by Brightcove has identified the effect social media video content has on consumer engagement and behaviour.</p> <p>The results show a distinctly positive correlation, with 74% of consumers saying there is a connection between watching a video on social media and their buying decisions.</p> <p>46% of consumers said they have actually made a purchase after watching a branded video on social media, and a further 32% have considered doing so.</p> <p>Videos also appear to be effective for increasing positive sentiment - 79% agreed that it is the easiest way to get to know a brand online.</p> <h3>50% of retailers could fail to notice out-of-stock items this Christmas</h3> <p>According to research from Tyco Retail Solutions, half of retailers do not have a single view of their stock levels, meaning that many are in danger of losing valuable holiday sales. </p> <p>It has been predicted that sales could fall by over 8% this year due to dwindling stock.</p> <p>In order to satisfy customer demand, seven out of 10 retailers are actively looking to improve their same or next-day fulfilment capabilities, despite the fact that only 40% appear to be investing in inventory management technology.</p> tag:econsultancy.com,2008:BlogPost/68535 2016-11-17T11:26:00+00:00 2016-11-17T11:26:00+00:00 Thorntons fudges site relaunch, asks customers to re-register Ben Davis <h3>All user accounts deleted?</h3> <p>Thorntons sent an email (below) to all customers, advising them to create a new account on the website.</p> <p>'We've had to reset all Thorntons shopper accounts' implies that all account history has been deleted (in the crucial run up to Christmas).</p> <p>This has potentially serious ramifications. How many people will abandon attempts to log in with old details? How many will re-register, but abandon checkout as they realise they have to re-enter payment details?</p> <p>As <a href="https://twitter.com/danbarker/status/798526979595243520">Dan Barker pointed out on Twitter</a>, "the workaround is usually to migrate the account history &amp; make them reset pass using stored email address". That's what Marks &amp; Spencer did with its relaunch two years ago, though <a href="https://econsultancy.com/blog/65244-where-did-the-marks-spencer-website-relaunch-go-wrong/">it wasn't handled very elegantly</a>.</p> <p>One slightly strange note - I tried to log in on the website (despite not having a Thorntons account), just to see what messaging was shown. I was told to create a new account or checkout as a guest instead. No problem, I decided to continue as guest but I abandoned my basket before I had to enter my email address.</p> <p>Later, to my surprise, I received an abandoned basket email, and can only assume the website managed to grab my email address from my failed login attempt. If so, that at least will go some way to mitigating the effect of the site migration.</p> <p><em>Image via <a href="http://www.rofe.co.uk">Mark Rofe</a></em></p> <p><img src="https://assets.econsultancy.com/images/0008/1544/email_thorntons.jpg" alt="thorntons email" width="350"></p> <h3>Problems with mobile redirect?</h3> <p>As Paul Randall points out below, the old m.Thorntons domain seemed not to be redirecting to the new responsive Thorntons.co.uk site.</p> <p>Though this has been fixed, when I navigated to m.Thorntons.co.uk on my mobile, I did briefly see this message before the new site loaded.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Great start <a href="https://twitter.com/thorntonschocs">@thorntonschocs</a> <a href="https://twitter.com/hashtag/badUX?src=hash">#badUX</a> <a href="https://t.co/lgYuR9GpeE">pic.twitter.com/lgYuR9GpeE</a></p> — Paul Randall (@paulrandall) <a href="https://twitter.com/paulrandall/status/798503542583689216">November 15, 2016</a> </blockquote> <h3>Lack of delivery information</h3> <p>Twitter user @colmcq, apparently an existential cat, also pointed out a lack of delivery information in the checkout.</p> <p>As you can see from the screenshot below, Thorntons fails to make it clear that perishable items containing alcohol have to travel by premium delivery.</p> <p>That means the user is left confused as to how they can select standard delivery (which, in fact they can't). An explanatory message and the removal of the checkbox would fix this UX problem.</p> <p>Thorntons did respond promptly (11 minutes) to @colmcq on Twitter to explain the delivery issue. So, kudos for social responsiveness.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/iamrofe">@iamrofe</a> <a href="https://twitter.com/paulrandall">@paulrandall</a> <a href="https://twitter.com/thorntonschocs">@thorntonschocs</a> I can't uncheck this expensive delivery option. <a href="https://twitter.com/hashtag/checkoutfail?src=hash">#checkoutfail</a> <a href="https://t.co/wWKd59ot2Z">pic.twitter.com/wWKd59ot2Z</a></p> — colmcq (@colmcq) <a href="https://twitter.com/colmcq/status/798534401827229696">November 15, 2016</a> </blockquote> <h3>Are there other UX improvements that could be made?</h3> <h4><strong>Misleading 'accordion filters'?</strong></h4> <p>Category pages allow me to sort and refine the products on show, in this case chocolate boxes.</p> <p>However, there are some misleading menu links on the left-hand side, which appear to be accordion filters at first glance. When I click the '+' icon expecting to see more options, another category page loads.</p> <p>This isn't too much of a problem, once you get your bearings, but it took me a while to realise I couldn't actually filter chocolate boxes by chocolate type.</p> <p>One way of improving this may be to get rid of these icons and just have a list of menu links. Nike offers a good example of this approach (see further below).</p> <p>Will it affect conversion? I'm unsure.</p> <p><em>Misleading 'accordion' icons?</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1547/Screen_Shot_2016-11-16_at_14.16.04.png" alt="thorntons" width="615" height="316"></p> <p><em>Nike clearly delineates filters and menus</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1548/Screen_Shot_2016-11-16_at_14.32.28.png" alt="nike category" width="550"></p> <h4><strong>Chocolate box product page imagery isn't as luscious as it could be</strong></h4> <p>A lot of the imagery is great and every product image has automatic zoom when you roll over it.</p> <p>However, given that chocolate boxes must be pretty popular, I think it's strange that only two images are provided here, and neither show the chocolates in any detail.</p> <p>Even with the zoom, my mouth doesn't water like it does on other product pages.</p> <p><em>Could there be some better close-ups on chocolate box product pages?</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1552/Screen_Shot_2016-11-16_at_14.59.10.png" alt="chocolate box" width="615" height="347"></p> <h3>And on the bright side?</h3> <p>There's plenty to savour on the new website, and it should be benefitting from more traffic given Thorntons' <a href="https://www.marketingweek.com/2016/08/05/ferrero-commits-4-9m-to-thorntons-media-push-ahead-of-relaunch/">nearly-£5m media push</a> to relaunch the brand.</p> <p>It's been nearly two weeks since Thorntons screened its first TV advert for seven years, and the ad (seen below) is featured on the new website.</p> <p><iframe src="https://www.youtube.com/embed/BzqDZOrFuME?wmode=transparent" width="560" height="315"></iframe></p> <p>Here are some other features I enjoyed on the site...</p> <h4><strong>Improved information architecture</strong></h4> <p>I much prefer the new, simplified header menu with only four options.</p> <p>Each dropdown includes plenty of detail and there's no doubt as to where everything lives.</p> <p><em>Thorntons menu, with 'gifts and occasions' dropdown shown</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1560/Screen_Shot_2016-11-16_at_15.12.30.png" alt="thorntons menu" width="615" height="304"></p> <p>Compare the old header, which feels a bit more confused at the top level.</p> <p><img src="https://assets.econsultancy.com/images/0008/1561/Screen_Shot_2016-11-16_at_15.12.09.png" alt="thorntons old header" width="615" height="108"></p> <h4><strong>Search is impressive</strong></h4> <p>I was given suggested products, categories and pages. Nicely done.</p> <p><em>Search</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1563/Screen_Shot_2016-11-16_at_15.27.11.png" alt="search truffles" width="615" height="368"></p> <p><strong>Guest checkout</strong></p> <p>Given that all accounts have been 'reset', it's great that there's a guest checkout option.</p> <p>Many retailers forgo this option but it's something a lot of customers look for.</p> <p><strong>Mobile performance</strong></p> <p>As mentioned earlier, the Thorntons site is now responsive and the mobile experience is arguably slicker than the desktop (apart from slightly lightweight body font on some pages).</p> <p><img src="https://assets.econsultancy.com/images/0008/1567/IMG_3414.png" alt="throntons mobile" width="300">  <img src="https://assets.econsultancy.com/images/0008/1565/IMG_3415.png" alt="thorntons mobile" width="300"> </p> <p><strong>Clarity of shopping bag and checkout</strong></p> <p>I thought the shopping bag and checkout were easy to navigate (see a couple of screenshots below), including a very clear voucher field.</p> <p>Yes, delivery price isn't shown until further down the funnel (and nearer payment), but there is a clear message indicating free delivery when you spend over £35.</p> <p>Arguably, Thorntons could include a message detailing the standard £4 delivery earlier in the checkout.</p> <p><em>Added to bag</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1562/Screen_Shot_2016-11-16_at_15.02.38.png" alt="add to bag" width="400"></p> <p><em>Checkout</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1564/Screen_Shot_2016-11-16_at_15.04.38.png" alt="thorntons checkout" width="615" height="486"></p> <p><strong><em>More on Thorntons..</em></strong></p> <ul> <li><a href="https://econsultancy.com/blog/67587-how-thorntons-uses-content-marketing-to-gain-an-edge-at-easter/">How Thorntons uses content marketing to gain an edge at Easter</a></li> <li> <a href="https://econsultancy.com/blog/66150-thorntons-vs-hotel-chocolat-user-experience-comparison/%20">Thorntons vs. Hote Chocolat: User experience comparison</a> </li> </ul> tag:econsultancy.com,2008:ConferenceEvent/841 2016-11-17T05:22:20+00:00 2016-11-17T05:22:20+00:00 Digital Cream Singapore <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p> tag:econsultancy.com,2008:ConferenceEvent/840 2016-11-17T05:07:45+00:00 2016-11-17T05:07:45+00:00 Digital Cream Sydney <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p>