This report outlines the key updates to Google’s algorithm that website owners should know about in order to optimise their webpages. It includes the most recent broad core updates as well general algorithmic shifts that aim to deliver a better experience for the user.
This report looks at the importance of landing pages for SEO and explains how businesses can employ conversion optimisation techniques to enable excellent user journeys and meet business objectives.
This report outlines the key changes in search that have occurred since 2020, detailing notable interface updates, changes within the SEO industry and the growth of AI in search processing.
This report examines the opportunities in DTC for a broad cross-section of businesses, from digital startups to legacy brands. It provides frameworks, models, metrics and case studies that can be used to build an effective DTC strategy.
A report introducing the key concepts and terminology of SEO, examining the makeup of a search results page and providing a foundation in the discipline of optimising pages for the search engines.
A comprehensive series of reports covering everything marketers need to know about SEO in order to develop an effective and future-proof SEO strategy that works in markets around the world.
This report looks at how to benchmark and audit internal and competitor websites, explaining the different types of processes involved, why they are important and how to apply the insights gained from them in order to improve web performance.
With changes to the Google algorithm rendering many link building tactics less effective or even harmful to businesses, SEO practitioners have had to significantly change how they work. This report explores these changes and examines the crossover between SEO practice and social and digital PR.
This report looks at how brands can identify clear objectives, fine-tune audience profiles and plan their distribution strategies, getting to grips with the numerous different platforms on offer. Some of the key technical aspects needed to commission video and work with specialist partners are also covered.
The purpose of this guide is to provide an overview of the opportunities, risks and the required investment of time, effort and budget to create a successful paid social media strategy. It also covers how to run, manage and evaluate campaigns.
This report looks at the growth in price comparison websites, the role they play in a brand’s marketing mix, how best to manage such an affiliate relationship, how they have an impact on the customer relationship and what the future of this channel holds.
This report is an introduction guide aimed at advertisers who are new to digital, covering the breadth of the digital advertising industry, as well as providing signposts for readers who want to find out more about this broad topic.
B2B businesses embarking on digital transformation programmes must factor in a growing demand for ecommerce and a shift in approach towards customer-centricity. This report provides best practice on the opportunities and challenges involved.
A best practice guide covering the fundamentals of social media, providing models for developing a B2B social strategy and explaining how B2B companies can harness the potential of social to win new leads and expand their audience.
A report providing a practical guide to creating a social selling strategy. It considers the three most effective social media platforms for B2B marketers and salespeople – LinkedIn, Facebook and Twitter – advising on how brands can best harness the unique potential of each.
This report looks at all stages of the content marketing process which, when executed effectively, can be a powerful engagement tool and convey brand purpose and brand story in a credible and authentic way. The report offers best practice advice from experts in the field.
This report looks at how brands can identify clear objectives, fine-tune audience profiles and plan their distribution strategies, getting to grips with the numerous different platforms on offer. Some of the key technical aspects needed to commission video and work with specialist partners are also covered.
A guide providing marketers with the practical guidance they need in all aspects of content strategy, covering the fundamentals of good content strategy, how to develop detailed personas, the importance of linking content strategy back to business strategy and the future of trends in content strategy.
This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.
This report looks at all stages of the content marketing process which, when executed effectively, can be a powerful engagement tool and convey brand purpose and brand story in a credible and authentic way. The report offers best practice advice from experts in the field.
This guide to user experience (UX) and interaction design equips readers with the knowledge, tools and techniques they need to deliver great user experiences and design products that people like to use.
This report offers practical and pragmatic advice for developing and implementing a successful customer experience strategy.
A best practice guide providing marketers with a framework for how to approach social CX and customer service and how to integrate that into a broader customer experience strategy.
A best practice guide looking at the strategies marketers should deploy to transform new customers into repeat customers, as well as how to optimise long-term loyalty and advocacy among the highest value customers.
A best practice guide providing marketers with overview of customer journey mapping and a simple starting point for anyone yet to map out their customer journeys.
A best practice guide exploring the uses, challenges and opportunities of AR for marketers and investigating what the future of this technology might look like. It also explores whether AR will merely be a fad or a lasting form of digital engagement between marketers and consumers.
A report explaining what customer data platforms are, how they can help marketers and how they might change the marketing technology landscape. It also explains the features that characterise CDPs, while clarifying how these platforms differ from other marketing tools.
This report looks at the case for investment in gamification marketing, how to plan an effective strategy and deliver it well, including capturing data and achieving viral reach. It also looks at which brands have done it well, and considers what the future holds for gamification.
A best practice guide providing marketers with a pragmatic guide to data-driven marketing, covering the essential areas and setting out key strategies, methods and guidance that can support best-in-class execution.
A guide covering approaches to marketing measurement and analysis, also looking at how businesses can tailor their measurement strategies to their available data maturity and resource, and reviewing some of the common tools used by businesses in data analysis.
A best practice guide for marketers looking to understand how to leverage AI, machine learning and predictive analytics to derive value from their data and gain a competitive edge.
A best practice guide examining the challenges that will arise due to the technical and regulatory changes to the way marketers can measure digital marketing effectiveness, and looking at how marketers can overcome them.
This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.
A best practice guide exploring the benefits and challenges of segmentation and personas, explaining why and how to use market segmentation, communication segmentation, customer segmentation and personas.
A report aimed at helping marketers better understand data within the wider scope of digital transformation and how data underpins businesses. It sets out why digital transformation is needed, the role of data, the DaaS model, data strategy frameworks and why transformation can fail.
A report explaining what customer data platforms are, how they can help marketers and how they might change the marketing technology landscape. It also explains the features that characterise CDPs, while clarifying how these platforms differ from other marketing tools.
B2B businesses embarking on digital transformation programmes must factor in a growing demand for ecommerce and a shift in approach towards customer-centricity. This report provides best practice on the opportunities and challenges involved.
A report exploring how organisations can adapt to changing circumstances by applying key agile principles to marketing, ecommerce and innovation practice, with best practice recommendations, case studies and useful frameworks for identifying the key building blocks of achieving greater agility, enhanced innovation and organisational change.
A report drawing on the Effective Leadership in the Digital Age research, which set out to answer one key question: what does it mean to be a ‘digital leader’ in the context of digital transformation?
A report aimed at helping marketers better understand data within the wider scope of digital transformation and how data underpins businesses. It sets out why digital transformation is needed, the role of data, the DaaS model, data strategy frameworks and why transformation can fail.
A comprehensive look at why brands must consider third-party marketplaces, with pragmatic advice on what is required to succeed across a range of them including Amazon, Alibaba, eBay and many more.
A best practice guide for marketers looking to understand how to leverage AI, machine learning and predictive analytics to derive value from their data and gain a competitive edge.
This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.
This guide is for companies looking to either review their existing ecommerce strategy or create an ecommerce proposition from scratch, including practical tips that can be applied to individual aspects of an ecommerce business to maximise results.
A best practice guide looking at the strategies marketers should deploy to transform new customers into repeat customers, as well as how to optimise long-term loyalty and advocacy among the highest value customers.
A best practice guide intended to support marketers with the knowledge they need to either review existing email strategy or create a comprehensive strategy from scratch, covering measurement, segmentation and personalisation techniques, newsletter communications strategies and best practice rules for copywriting.
A best practice guide exploring the benefits and challenges of segmentation and personas, explaining why and how to use market segmentation, communication segmentation, customer segmentation and personas.
A report explaining what customer data platforms are, how they can help marketers and how they might change the marketing technology landscape. It also explains the features that characterise CDPs, while clarifying how these platforms differ from other marketing tools.
Pragmatic advice for marketers, HR professionals and other leaders about how to apply, support and promote a digital culture within teams and organisations, in order to enable greater agility and improved customer experience.
A report exploring how organisations can adapt to changing circumstances by applying key agile principles to marketing, ecommerce and innovation practice, with best practice recommendations, case studies and useful frameworks for identifying the key building blocks of achieving greater agility, enhanced innovation and organisational change.
A guide exploring in detail Econsultancy’s 10 Cs framework for building a Modern Marketing Mindset, also explaining the difference between mindset and ‘modern marketing mindset’, and looking at what mindset means for individual performance, career success and organisational goals.
This best practice guide provides practical advice for empowering successful and powerful remote working. Also drawing on the results of the Covid-19 Business Impact survey, conducted in mid-March 2020, it offers a look at how businesses in the UK and North America are reacting to the Covid-19 pandemic.
This report represents a major update on the 2015 Digital Marketing: Organisational Structures and Resourcing Best Practice Guide and covers topics including the rise of martech and the growing importance of customer experience, the key ways of structuring marketing teams, the major steps leaders must take in order to build an effective marketing organisation and more.
This guide covers the challenges specific to hiring for the skillsets required by modern marketing teams in the digital age. It looks at how to use job descriptions as a marketing tool, overcoming the skills gap, building diversity and inclusion into the hiring process, and more.
A report drawing on the Effective Leadership in the Digital Age research, which set out to answer one key question: what does it mean to be a ‘digital leader’ in the context of digital transformation?
A report exploring how to integrate planning for the long-term future into an effective strategy in order to protect against disruption and ensure organisations are prepared for the next big change in business, technology or society at large.
This report provides marketers with practical guidance and advice on how best to manage change in the context of rapidly shifting technology, consumer behaviour and market dynamics.
This report highlights the value of facilitating a learning culture in marketing teams and offers guidance on developing an organisational learning strategy.
Identifying the key issues, challenges and opportunities around the evolving skills of modern marketers in response to the rapidly changing digital marketing and media environment.
With evidence that neurodiversity has been of evolutionary benefit to humans, this report examines the potential that neurodiversity brings to not only workplaces but the human race as a whole. It summarises a way of seeing this potential and unlocking it to fuel an especially healthy kind of growth and is aimed at marketers and other business leaders seeking to understand how to stimulate growth.
This report outlines the key updates to Google’s algorithm that website owners should know about in order to optimise their webpages. It includes the most recent broad core updates as well general algorithmic shifts that aim to deliver a better experience for the user.
This report looks at the importance of landing pages for SEO and explains how businesses can employ conversion optimisation techniques to enable excellent user journeys and meet business objectives.
This report outlines the key changes in search that have occurred since 2020, detailing notable interface updates, changes within the SEO industry and the growth of AI in search processing.
A report introducing the key concepts and terminology of SEO, examining the makeup of a search results page and providing a foundation in the discipline of optimising pages for the search engines.
A comprehensive series of reports covering everything marketers need to know about SEO in order to develop an effective and future-proof SEO strategy that works in markets around the world.
This report looks at how to benchmark and audit internal and competitor websites, explaining the different types of processes involved, why they are important and how to apply the insights gained from them in order to improve web performance.
With changes to the Google algorithm rendering many link building tactics less effective or even harmful to businesses, SEO practitioners have had to significantly change how they work. This report explores these changes and examines the crossover between SEO practice and social and digital PR.
This report explores how businesses can succeed at understanding who they are targeting and how they can optimise their keyphrase selections based on what those audiences are typing into search engines.
This guide helps website owners identify what SEO practices to avoid in order to comply with search engine guidelines. It explains the difference between a true penalty and algorithmic suppression and offers tips for avoiding penalties applied by Google and Bing.
An in-depth guide looking at the technical considerations for SEO, including how technical decisions can affect a website’s compatibility with search engine guidelines and a site’s ability to be ranked for relevant keyword searches. Part of Econsultancy’s SEO Best Practice Guide.
This part of Econsultancy’s SEO Best Practice Guide looks at the critical components of on-page optimisation, the practice of improving site rankings by focusing content and ensuring signals sent to search engines are as clear as possible.
A best practice guide showing how campaigns on Google Shopping should be set up and optimised for maximum returns. Part of Econsultancy’s Paid Search Best Practice Guide.
B2B businesses embarking on digital transformation programmes must factor in a growing demand for ecommerce and a shift in approach towards customer-centricity. This report provides best practice on the opportunities and challenges involved.
This report offers practical and pragmatic advice for developing and implementing a successful customer experience strategy.
A report exploring how organisations can adapt to changing circumstances by applying key agile principles to marketing, ecommerce and innovation practice, with best practice recommendations, case studies and useful frameworks for identifying the key building blocks of achieving greater agility, enhanced innovation and organisational change.
Econsultancy research indicated nearly half (47%) of UK marketers faced budget cuts following the Covid-19 outbreak. This report provides guidance about how to thrive despite budget cuts during these ‘unprecedented times’, and tips on getting the most out of channels and restructuring teams effectively.
This guide outlines the many different ways online communities can bring value to an organisation and covers how to develop a strategy to ensure its success.
This report summarises the features available on the main social platforms, outlining the options for marketers developing social media strategies.
A best practice guide providing marketers with a framework for how to approach social CX and customer service and how to integrate that into a broader customer experience strategy.
A best practice guide covering the fundamentals of social media, providing models for developing a B2B social strategy and explaining how B2B companies can harness the potential of social to win new leads and expand their audience.
