Econsultancy Press


E-Commerce: Where Next?

In 2012 the UK the online retail market had an estimated value of £78bn, and the Centre for Retail Research forecasts that the industry will continue to grow at a rate of about 10%. Ecommerce is an ever-changing environment for both consumers and businesses.

Predicting how the industry will evolve is especially tricky, but in a digital 'survival-of-the-fittest', we thought it was important to try. At Econsultancy, we have identified the top five potential trends, based on themes from our latest report Building an Ecommerce Team: Best Practice Guide.

Many retailers that operate physical stores miss opportunities to use online digital information as a sales tool, a new study from Ltd. and IBM Tealeaf says.

The leading tactic retailers use is to display on web sites content about stores, including their locations, operating hours and contact details, according to the “Reducing Customer Struggle 2013.”


The customer voice online

"We believe the Internet has forced transparency upon brands and businesses. Brands no longer control the message, consumers do."

That's one of the central ideas of the Modern Marketing Manifesto, published by Econsultancy, a UK-based digital marketing and commerce consultancy, and Marketing Week magazine, in May 2013.

More than 300 marketers have signed the manifesto to date, including representatives of consumer packaged goods giants Unilever and Pepsico.

Digital marketing, it seems, is evolving rapidly into "customer-led conversations", on the basis that, increasingly, it's not what a company says about its own products and services that matters today, but what customers say.

Do you have a strategy for encouraging reviews? Do you monitor reviews? Are you responding to reviews and taking action based on this powerful voice of customer guidance? Today's educated and digitally savvy consumers search out online reviews, even from people they do not know; 69 percent of local consumers trust online reviews as much as personal recommendations. Less than 10 percent trust what companies say about themselves, according to an Econsultancy report.

It's not surprising to see marketing budgets shifting towards a more digital-focus this year. What makes the increase significant is the fact that a vast majority of marketers are re-allocating budget in real-time, indicating a pervasive and dramatic shift in how the industry views investing in content. According to a recent study by the Society of Digital Agencies and Econsultancy, 55% of global marketers, out of a total of 814 respondents, are planning to increase their digital marketing spend in 2013. Notably, 39% of these overall budgets plan on staying the same in totality. Meaning that digital is becoming a larger piece of the pie, and traditional media spend is becoming obsolete.

But as brands increasingly dive into publishing (recent studies, such as Adobe and Econsultancy's Digital Trends Briefing, put "content marketing" as the most important priority among marketers in 2013), perhaps we ought to ask ourselves, is sharing really the best measure of a brand's content success? The answer depends on a brand's goal, but for many it's probably no.


A manifesto for CMOs

Marketing Week and sister brand Econsultancy have launched a modern marketing manifesto. We ask top CMOs what they think of it and what they believe the philosophy of marketing should be.

Do you Have a Content Marketing Strategy?

According to Econsultancy and Outbrain’s recent Content Marketing Survey Report, only 38% of digital marketers working for a brand said they had a clearly defined content marketing strategy in place. Amongst digital agencies, this figure was even lower, with 13% saying that they or their clients have such a strategy already in place.

When starting a new website, one of the first and most important decisions you have to make is choosing a domain name. That choice will impact the website’s success in nearly every area, included search engine optimization (SEO) and social media marketing (SMM). Let’s examine how a domain name impacts SEO and SMM and then analyze the factors that make a good domain name.

Ashley Friedlein, CEO and Co-founder of Econsultancy, said, “Brand is the sum total of how someone perceives a particular organization.” You can only have a lasting influence on how people perceive you if they actually remember you.

Showrooming - where customers compare prices of goods on their smartphones as they shop - has hit the high street in the last couple of years and is causing problems for bricks-and-mortar retailers. While there is no magic solution, retailers should work with the trend rather than against it, says Ashley Friedlein, chief executive of digital marketing firm Econsultancy.

Twitter, which recently turned seven years old, boasts over 200 million active users globally. The popularity of the social network underlines its potential for businesses that want to reach a large audience.

A recent Econsultancy survey shows that 93% of business buyers think all companies should have a social media presence. But a lack of understanding when it comes to using social media tools means too many marketers still apply traditional mass marketing techniques from the offline world to the digital one.

If you thought Google had cornered the market on becoming a verb, Pinterest comes along and corners the new adjective market. I haven’t heard anyone say, “That’s pinteresting” yet, but it won’t be long until it becomes the latest colloquialism.


Efficient marketing strategies for SMEs

Small businesses shouldn't always go for the cheaper option – the important thing is to ensure your marketing strategy is right for your brand

Digital Marketing Growth Increase Predicted for 2013

With the growth of Internet marketing comes an increasing demand for people ready to fill new positions. Ashley Friedlein, CEO of digital marketing researcher Econsultancy, predicts a “war for digital talent” in the near future as the size of digital teams needed to manage this new type of marketing grows.


You're never too old to go digital

Older jobseekers can feel isolated from career opportunities in the digital industry. But many of their skills are still essential – you just need to know which.

Mobile is a massive opportunity for all kinds of businesses and brands. Already, more than one billion smartphones are in use across the world. Global internet traffic from tablets is rising fast too; it surpassed traffic from smartphones for the first time in February 2013. For any business that failed to at first deliver a polished customer experience online, Mobile looks set to deliver a rare second chance.

Faced with this huge mobile opportunity, how are businesses doing?

In the past week, I’ve had the good fortune to spend time with dozens of marketers at all levels of seniority, from young brand managers in their first job to seasoned directors with experience of many brands under their belt.

I’ve met these marketers in a variety of situations, from small groups in judging days and at advisory panel meetings to big events, such as Econsultancy’s Digital Cream, and I’ve had time to listen to and absorb detail about their daily challenges and worries - as opposed to what are sometimes touted as the ‘big issues’.

With Google Enhanced Campaigns, you can now write ad copy that is “mobile preferred.” The benefit of this is that mobile users may be in a different “on-the-move” frame of mind and be more receptive to different types of messaging.


A digital media road map for publishers

Most media conferences these days tend to focus on describing the problems facing publishers and media businesses, rather than actually providing ideas on how their leaders can deal with it all. The Digital Media Strategies summit, organised by the Media Briefing, went some way towards addressing the latter. Carolyn Morgan sifted through the case studies and panel debates to put together a road-map for publishers.

Of course, amazing content is nothing without visibility and the web offers you the ability to target specific people, be they existing evangelists or yet-to-be-converted influencers.

By refining that process you can become hugely effective and efficient in promoting any content deemed powerful enough to warrant it.

And with 70 per cent of brands planning to spend more on content marketing in 2013 and 90 per cent agreeing that it is becoming a key component of the marketing mix, according to an eConsultancy report, knowing just how to structure that process is perhaps the key challenge for the modern marketer. l

Econsultancy points out that apps have some attractive qualities to them that help draw in users, mainly that they are faster and more interactive than the mobile web. That doesn't mean that every company should invest in putting together an app. In fact, an app can actually end up hurting your business if it's just not right for you. 

For instance, if your company doesn't have the funds or a business model that lends itself well to an app, you might end up building a poorly designed app that falls short. An article by Econsultancy revealed that this was the case with several retailers in the United States who created apps that, as they put it, "suffered from lack of features." As a result, users were dissatisfied and gave their apps very low ratings.


'Tis the season to deliver

The internet is changing how people shop and the levels of service they expect – so to enjoy a prosperous festive season, businesses must get their online offering right.

Econsultancy, in partnership with Adobe, reports the top key digital trend for 2013 will be:

“. . .the year of creating, optimizing and marketing great content, spread through social channels and consumed everywhere.”

US Ahead of Western Europe in QR Code Usage

Marketers implementing QR codes may still have work to do in Europe, but some data suggests that familiarity is the key to increased usage. A November Econsultancy survey of consumers in Australia found that 54% of males and 46% of females who had knowledge of QR codes had gone on to use one. As more smartphone users in the US and Europe learn about QR codes, the percentage scanning will surely rise.


10 top tips for being a successful copywriter

To become a copywriter you need to be able to work at speed as well as having a talent for sparkling prose. Here are the "10 top tips for being a successful copywriter".

Running an SEO RFP & pitch process effectively & efficiently

Over the past six years, I’ve been involved in several hundred SEO agency selection processes ranging from formal RFP (request for proposal) and pitch processes, down to more informal chats.

The one thing that is becoming increasingly apparent as the industry matures and adapts to the latest Google challenges, is that the agency selection process is becoming more considered with clients spending a lot more time to select the right partner.

This is a good thing for the industry but it also brings about challenges when the pitch process is not well-organised. Below are some of my tips for clients looking to choose an agency via a formal RFP process.

Mark Twain said, “Everybody talks about the weather but nobody does anything about it,” and I thought of that reading an essay about connected TV by Tony Duarte. He’s a senior media consultant at fluxx ltd.

He penned a blog for eConsultancy in which he wondered why, for all the industry talk about connected TV, it’s not so very popular with consumers.

Citing statistics and research from Google, IAB, Nielsen, Econsultancy and ComScore, the infographic below not only explores how many people are using mobile devices, but also how they are using them in relation to other devices, either sequentially or simultaneously.

In Depth: How to take advantage of mobile retailing

The next battleground for consumers will be via their smartphones and tablets. And the potential market will be massive, with eMarketer estimating that by the end of 2013, there will be over 30 million smartphone users in the UK alone.

The business case for the further development of m-commerce is clear. And with an appetite for digital goods that shows little sign of slowing, coupled with 4G fast data connections, the environment for a revolution in digital retailing is set to take place.

The strategists at Econsultancy suggest "Combining behavioral data and RFM (Recency, Frequency, Monetary value) creates Engagement-RFM (eRFM). Using this methodology can improve the accuracy of segmentation, strengthen influence and engagement, and lead to an increased ROI."

10 Tips for Improving E-Commerce Product Pages

Designing e-commerce product pages is a fine art. This is a chance to really sell the benefits of your products and persuade customers to complete a purchase. Here are a few tips from Econsultancy’s E-Commerce Best Practice Compendium that outline essential features for product pages.


How to take advantage of mobile retailing

The next battleground for consumers will be via their smartphones and tablets. And the potential market will be massive, with eMarketer estimating that by the end of 2013, there will be over 30 million smartphone users in the UK alone.

The business case for the further development of m-commerce is clear. And with an appetite for digital goods that shows little sign of slowing, coupled with 4G fast data connections, the environment for a revolution in digital retailing is set to take place.


The Oxymoron That Is Digital Marketing - Forbes

A recent report revealed that while budgets for digital marketing are expected to increase across many specific channels including email marketing, SEO and mobile – one major component of digital marketing is in decreasing and has in fact been falling steadily since 2010.

The report – a join effort between Econsultancy and Responsys (full disclosure: the latter is my employer), highlights the findings of a survey conducted of more than 800 company and agency marketers. Titled “Marketing Budgets 2013” the report clearly brings to a light a unmistakable paradox when it comes to digital marketing and digital marketers.

During the third quarter of 2012 JEGI commissioned the survey of 231 respondents (of which 70 percent of respondents are CEOs, chairmen or presidents), which was conducted by global independent publisher Econsultancy. The data shows that the top growth drivers for the next 12-24 months will be the launching of new products and services (61 percent), the expansion of market share within existing sectors (58 percent) and new acquisitions (37 percent).

Econsultancy’s research and education director Jake Hird says the 550 responses received last year have led to the 2012 report fast becoming a benchmark for the local industry. “It’s exciting to be running this research for the second time around. The previous survey revealed some great insights for 2012, where digital clearly became a priority for marketers, so it’s going to be great to understand what lies ahead for the industry next year.


10 digital tips for small businesses

The internet is often seen as the enemy of independent retailers. But high-street businesses can easily turn digital tools to their advantage.

Econsultancy, in association with Responsys, a marketing cloud software and services leader, has announced the results of its second annual Cross-Channel Marketing Report. The study, which surveyed digital marketers in Asia Pac[i], reveals companies are still failing to create marketing programs that focus on building relationships with customers, despite recognising the long-term business value.


Sunny forecasts for digital media

Mobile topples social. According to Econsultancy's latest Quarterly Digital Intelligence Briefing, which looked at what marketers saw as the most important trends for the next 12 months, mobile optimisation was ranked as the most exciting digital opportunity in 2013, chosen by 43% of marketers. It was followed by personalisation and social engagement (both at 35%) and content marketing (30%).

Facebook for businesses in MENA

Econsultancy has announced a brand new best practice guide, focused on the use of Facebook for businesses in the Middle East and North Africa. The 67-page report is a first for the region, and explores localisation issues, focusing on optimising content for audiences in the MENA region.

According to Clickz, the Marketing Budgets 2013 report, compiled by Econsultancy and Responsys, over 71% of marketing firms surveyed said that they will be upping their digital marketing spending, with an average of a 28% bigger budget. Over half of the firms surveyed said that they would have at least a 20% increase in their digital marketing budget.

An estimated 61% of cell phone owners in the United Kingdom use smartphones, and a whopping 53% of them say they have never seen a mobile advertisement on their handsets, according to a recent Nielsen study. Econsultancy notes that mobile advertising grew 132% in the first half last year. With more than half of smartphone users in the UK claiming to have never seen an ad, the next push in mobile advertising will likely focus on finding ways to display mobile ads more prominently.


The Importance of a Digital Culture

For the past decade, managers of established businesses have enviously eyed the growth of new technology companies. They’ve seen disruption as the driver. But for all their resources, why have industry Goliaths missed ideas and markets that more nimble organizations have so successfully exploited?

Despite the fact that Starbucks recently took a second-place post against McDonald's in a social hospitality survey, the company continues to be the most relevant coffee shop brand around—and they don't even try that hard.

While other brands like Wendy's, Subway and McDonald's have stepped up both their coffee game and their social engagement, Starbucks still outperforms nearly all consumer brands when it comes to collecting brand fans "despite taking the exact opposite approach," notes Econsultancy.

A new feature allowing Facebook users to edit their status updates may result in "stitch-ups", an expert has warned. Econsultancy's Matt Owen comments on the impact this feature will have.

2012 Review: RTB Gained Ground Thanks to Major Brand Participation

“Globally, we expect RTB to account for a quarter of total advertising revenues by 2015, compared with more optimistic forecasts of 50%,” said Monica Savut, senior research analyst for Econsultancy, in an August 2012 interview with AdExchanger. The company published a Real-Time Bidding Buyer’s Guide in August. “Both media buyers and sellers are still at an experimental stage, so we’re at least a couple of years away from widespread acceptance.”

Revealed: Marketers Love/Hate Relationship With Email Marketing

Retailers have high expectations of email as a sales channel – not only do they rate their email campaign performance as the highest of any sector, but they rate email above other channels for ROI. But what is it like working in email marketing day in day out? What do they love and hate? What are the challenges? Where do they spend their time? Which practices are they using?

Econsultancy found that social media was owned by a digital marketing team in only 35% of companies and 10% of companies “don’t do any social media” at all. This is a colossal mistake, not only professionally, but also personally. Here are several reasons why CMOs need to understand social media personally.

Maybe they watched too many dystopian movies like I Robot, or perhaps as an AdMonsters and Pubmatic study concluded, there are intrinsic qualities to the European ad markets that make it more difficult to invade the media buying space with real-time bidding ad exchanges. Econsultancy wraps up a few of these ideas in an attempt to make sense of them.


Do Smart TVs Mean Smarter Advertising?

Grab a cigar, the next generation of TV ads are being born. They are a spitting image of their parents, but they've evolved to become interactive, more engaging, and more digital. But how do they work?

OPINION: Can mobile save the high street?

The question for retailers is: are you ready, or are you approaching a mobile cliff when it comes to your customer’s expectations?

This Christmas, retailers should be looking to mobile to help drive sales and footfall into stores. It may be hard for smaller retailers to compete with online shopping and larger chains, but in voucher incentive programs, mobile listings and QR codes, they have the tools to fight back.

How to deal with customer complaints on social media

Six marketing experts give their top tips on how you can deal with complaints on social media.

Andrew Warren-Payne, senior research analyst at digital marketing research group Econsultancy:

Online retail giant Amazon has been named as the most popular brand of 2013 in the US, while the BBC's iPlayer service topped the UK table.
The findings are based on YouGov's BrandIndex, which conducted over 3.5 million interviews over the course of the year, Econsultancy reports.



British Gas: energy bills price hike turns into PR disaster

British Gas has turned a consumer and political backlash over a 10% increase in energy bills into a public relations disaster after trying to head off criticism of the price hike by using social media.

Nearly 16,000 Twitter comments – most of them vitriolic – rained down on Britain's biggest power provider in a few hours after it invited questions from customers. One online expert described the company's attempt to ease public anger over the new tariffs as one of the biggest PR own goals he had ever seen.

Trend report: Cutting out the agency middleman

In the UK, 45% of brands are now buying paid search in-house, up from 38% in 2008, according to a report by Econsultancy published in May. The report also states that 55% of brands do their SEO exclusively in-house and a massive 70% of brands manage their social media by themselves.

British Gas triggered fierce backlash yesterday after it launched a Twitter chat the same day it announced a 9.2% price hike. Using the hashtag #AskBG, the energy giant was besieged by over 16,000 tweets, most of which were far from sympathetic.
As well as angering customers who will have to dig deeper into their pockets this winter, British Gas attracted scorn from leading politicians and public figures.

Here’s what key critics of the price hike had to say:

The case for responsive, platform neutral, well-designed user experience couldn’t be clearer. Barely a week goes by without a new smartphone, tablet or phablet (tablet sized phone) hitting the shops. Tablet ownership is up, PC sales are down. Curved screens and wearable technology could change the way we use and interact with our devices altogether.

So why are there still so many non-responsive sites?


“Content Creation a MUST for All Brands”

According to a November 2012 survey by Econsultancy and Outbrain, 90% of marketers believe that content marketing will become even more important over the next 12 months. Worldwide, the wealthiest people own media outlets that by and large serve big business purposes – whether those be political concerns or to protect business interests, rarely is this kind of media (content) seen as a solid investment. Today, the smartest companies in the world can be the richest too, if they write and control content.

There’s no question that location-based ads are hot: according to a recent Econsultancy report, 27 percent of global companies plan to deliver location-based marketing in 2013, with 34 percent of them investing in mobile advertising. Meanwhile, another study from Verve Mobile determined that use of geofencing and geoaware targeting among advertisers more than doubled, from 17 percent in 2011 to 36 percent in 2012.

BlueGlass has – rightly, I think - identified an opportunity here in the UK. An October 2012 Econsultancy study revealed that a surprisingly small share of UK companies (only 38%) have any form of content marketing strategy in place, and a whopping 66% of UK companies do not have any budget allocated to content marketing at all! Additionally, more than 90% of the participants surveyed believe that content marketing will only become more important over the next 12 months.

I am surely not going to rehash, regurgitate and remind all those in the marketing and advertising world just how important mobile has become by bringing up all the statistics they already (should) know.

Ok, maybe just a few.

It would appear the content marketing bandwagon is still taking on fans as when asked to identify their biggest digital related priorities are for 2013, marketers selected content marketing – as well as conversion rate optimization (turning more web visitors into more web customers) – as their most pressing of needs.

The results are from a survey conducted by Econsultancy and in addition to the above results, also reveal some other telling figures.

Technology: Social media spend to rise

More than four out of five marketing and PR bosses plan to increase their investment in social media and online PR during the next year, according to a new study.

Digital publishing consultancy Econsultancy surveyed more than 800 senior industry figures during August and September. Respondents were a mix of those working for agencies and in-house.


The Best Facebook Advice of 2013

2013 was the year of content. According to a survey done by Adobe and eConsultancy content marketing was the single most significant digital marketing trend of 2013. As businesses large and small realize the power and importance of content marketing it’s quickly becoming an integral piece of marketing plans.

In a rush to release mobile offerings, brands often create less than optimal experiences. Instead, they should take the time to create a measured strategy and make sure to integrate customer data.

That's according to a recent study from Kontagent, a provider of mobile customer intelligence.

The study, released with Econsultancy, which provides market research, guides and training on digital marketing, finds two-thirds of brands are investing more heavily in mobile but also say they don't know how to meet mobile customer needs. Further, more than two-thirds of respondents say they don't know the appropriate metrics needed to grow their mobile business channels.

(Not so) Dumb Ways to Die

With so many campaigns desperately searching for the key to having something 'go viral' why has Dumb Ways become so popular? There's a nice piece here from Econsultancy on what it does right


SEO – Content | Confusion | Clarity

In 2012 an Outbrain and Econsultancy survey found that 90 percent of companies agreed that content marketing would become more important over the next 12 months.

Media convergence challenges marketers

Most agencies believe that their clients do not have a clear understanding of how changing media consumption habits will affect their business, a new report has said.

Advertising software business Mediaocean and digital marketing company Econsultancy carried out in-depth interviews with 13 agency and CMO executives and an online survey amongst 150 agencies for the report.

In the social media kingdom, Pinterest is an entirely different species. Not all marketers know how to master and capitalize on its image-driven nature. In its new Pinterest for Business: A Best Practice Guide report, Econsultancy, a market research consultancy for digital marketers, reveals that brands that invest time, talent, and resources in Pinterest often reap the most benefits.

The 18th Century French philosopher, Etienne Condillac, observed that “every science requires a special language, because every science has its own ideas.” Condillac’s theory was that specialists communicate with their peers in a distinct language – such as by using abbreviations, acronyms and jargon – to maintain brevity and precision, and to be easily understood. As a respected member of the ‘Enlightenment’ movement and author of a number of books on epistemology, Condillac certainly knew his stuff. But if he were around today to see the mess the ‘science’ of marketing – in particular B2B – has got itself into, he may well have rethought this stance…


Study Exposes Facebook’s Trouble Spots

In fact, this study (brought to our attention by Econsultancy) at least is showing something very different. First, it says 70% of businesses that have business pages are not updating the pages at all. Take a look.

Festival of Marketing 2013: Costa Coffee and Premier Inn owner Whitbread’s head of CRM and loyalty, David Oliver, has advised marketers to make use of behavioural psychology to predict the customer behaviour that affects their actions and decisions.

The 10 job titles you should avoid

Econsultancy has come up with a handy list of job titles in digital you may not want on your business card, lest you enjoy being the object of eyerolls everywhere.


Will Streaming Video Be Wrestling's Killer Move?

It’s easy to forget that the idea of really superb original drama on basic cable is pretty much a 21st century development. For most of the 1990s, the No. 1 show on commercially-supported cable, week in and week out, was WWE (formerly WWF) wrestling on the USA cable network, followed invariably by “Rugrats.”

Wrestling truly pioneered the “reality programming” concept—phony controversies, invented conflicts, cosmetically-altered stars, the whole fetid package. It's presented as the real deal, even though followers understand it's pretty much plotted out ahead of time.


7 Social Marketing Trends To Watch In 2014

2013 was a huge year for social marketing, and in 2014 we’ll see ever-richer digital marketing opportunities, including optimized photo and video ads and a chance to take social beyond the confines of the social network. Here are seven social marketing trends to watch for:


Marketers make content marketing a priority in 2013

Content marketing – the whole realm of it – from social media marketing to SEO content to blogs, continues to grow, according to the “Quarterly Digital Intelligence Briefings: Digital Trends for 2013″ survey, conducted by Econsultancy. In today’s digital environment, brands can’t afford to be slow on the uptake, which causes marketers to develop content marketing strategies quickly for 2013.

I just had an enlightening morning at Funnel, Econsultancy’s demand generation themed B2B event. Funnel is in its third year now, making it a relative veteran on the B2B marketing events circuit – the organisers certainly seem to have decided that they’ve hit on a winning formula, as there was little change in format that I could determine from last year. Still if it ain’t broke… and this event certainly is not.


Location-Based Mobile Marketing Soars

A recent report from Econsultancy confirms those findings. Twenty-seven percent of companies in that research say they plan to implement location-based marketing and 34 percent intend to invest in mobile advertising in 2013.

According to new research from mobile consumer research company Kontagent and Econsultancy, more than two-thirds of companies do not have a defined way of determining whether the mobile experiences they’re creating for consumers are effective, and only a third are tracking the performance of their apps.


Mobile Majority

This week we've learned that PC-only internet use was becoming a thing of the past with mobile device ownership soaring and cross-platform internet access, shopping and sharing being the normal way of life.


Why Apple Is Losing Ground To The Samsung Brand

Samsung is gaining fast on Apple in terms of brand affection – but we seem reluctant to admit it.

In Interbrand’s 2013 brand index, a benchmark measure of brand value, Apple came out on top, ending a 13 year run by Coca Cola. The signs are though that Samsung, which has been investing heavily in brand loyalty and not just marketing, is now challenging Apple in this crucial area of marketing, as analysts look across a wider range of social media and psychometric levers.

Econsultancy is hosting the ‘Festival of Marketing’ event in London on October 8-10. The ‘Festival of Marketing’ team says, “The Festival of Marketing is where marketers meet to re-engineer the marketing discipline and multiply its impact on business. It’s a week-long celebration of change, inspired by the Modern Marketing Manifesto from Econsultancy and Marketing Week, our take on the state of the discipline and the challenges every marketer should be focusing on.

A study of Facebook pages by social media company turned up a surprising number: 70.1 percent of those pages are updated less than once per month.

As reported by Econsultancy, community pages were the most likely to be inactive, at 79.3 percent, followed by company pages at 73.5 percent

What are the most innovative and important new job roles that are re-shaping the media world? As technology and audience habits change, so do our professional functions. So we asked our community to name the most vital job titles in a modern media business and we added our own suggestions to create the list below. And before anyone asks, it doesn't include "head of growth hacking".

Adoption Of Marketing Attribution Driven By Social And Mobile (Econsultancy)

The rise of social media and mobile usage has led to an increased interest in marketing attribution, according to the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing. The survey finds that marketing attribution has moved past the 'early adopter' phase, and is now used in some shape or form by the majority of respondents. The proliferation of mobile devices, and their potential to provide a link between online and offline, makes the task of attribution more difficult. Just under half (49%) of client-side respondents agree that mobile has increased the focus on marketing attribution, as they need to find ways to calculate the value of the channel. Impact of mobile and social on attribution:

Just over two-thirds of companies (68 per cent) are taking a more joined-up approach to media planning as a result of media convergence, research from Mediaocean and Econsultancy has found. It was also found that over half (59 per cent) of companies say that media convergence has resulted in higher budgets for digital at the expense of offline budgets.

Infographic: Are You in a Committed Relationship with Your Customers?

No customer wants to feel like a short-term fling. To prove that they're in it for the long haul, marketers need to maintain a give-and-take relationship with their existing customers by generating value both for and from them. However, only 30% of companies are “very committed” to relationship marketing, according to the Cross-Channel Marketing Report, published by Econsultancy in association with Responsys.


Retailers Are Hoping for a Pinterest Holiday

Brands recognize the power of Pinterest: about a third of all brands have an active presence on the service, according to an Econsultancy and Adobe study. Pinterest has 25 million monthly active users according to ComScore. That’s just one sixth of Facebook’s [FB 26.99 -0.33 (-1.21%) ] 150 million users and two thirds Twitter’s 37 million users.

The Rubicon Project this morning released a report conducted with Econsultancy on programmatic advertising across the U.S., UK, France, Germany, and APAC. The report was released in the UK earlier today, and Rubicon gave RTM Daily a look inside the study. "The research explores online advertising trends, including budgets, use of different channels, real-time bidding (RTB), demand-side platforms (DSPs), and private marketplaces," the executive summary of the report reads.

This is the year that digital goes mainstream in business. And with that has come a multitude of predictions on key themes and trends. Just a few weeks ago, I made 17 of my own digital trend predictions for 2013. Here I've narrowed that down to just four key areas, each with significant implications for businesses determined to succeed.


How to Make Your Web Visitors Do What You Want

You could download the Conversion Maximization report by registering for a free Bronze membership on Econsultancy. The report links you to two printable worksheets that guide you through The Essential Workflow.


4 Lessons from Responsive Design for CMOs

Responsive design brings a variety of benefits – both for brand marketers and the consumers interacting with content across multiple devices. According to data from a December 2012 study conducted by eConsultancy, nearly 70 percent of client-side marketers described their experience level with responsive design as “average” or better, and more than half of that group described their companies as “ahead of the curve” or “state of the art” when it came to the design technique.

This past July Econsultancy issued a report which made reference to the fact that Big Data is causing big frustrations for those who make their living in the marketing world. The sub-headline that appeared on their site in announcing the report read: “Big data has become something of a buzzword over the past year or so, but is it actually useful?”


6 in 10 Australians unfamiliar with QR codes

"Despite a general enthusiasm amongst marketers for the mobile channel, it turns out that the majority of consumers seemingly don't even know what a QR code is," wrote Jake Hird, Econsultancy Australia's director of research and education, in a recent blog post.

There’s currently a big talent war being fought between old school advertising agencies and big tech companies like Google, Facebook and Twitter.
As April Dembosky outlined in her recent Financial Times article, both sides are snatching up talent with technical skills and strategic marketing sense, and so far the tech companies are doing a great job poaching talent that would have previously defaulted to the ad companies.

Take advantage of these hot marketing trends in 2013

According to a study conducted by SEO online publication Search Engine Watch, strengthening their content development competency is the topmost priority among SEO experts for 2013. The recent search algorithm updates put the spotlight on high quality and unique content versus the thin and duplicate content that prevailed during SEO's dark ages.

A separate survey conducted by Econsultancy, an online digital marketing resource organisation, revealed that 90% of all CMOs believe that content will be an integral part of online marketing in the succeeding 12 months and 73% agree that businesses are becoming content publishers.


Waitrose goes live online with Heston Blumenthal

Supermarket hopes social media will 'open the brand to new people', while Sainsbury's uses food bloggers to push message.

The small but pretty church hall in the Buckinghamshire village of Waddesdon is bedecked with holly, a forest of Christmas trees and piles of presents big enough to suit a giant. It could be a jolly night for the local rotary were it not for the full camera crew, studio lighting bright enough to blind a reindeer and an equally dazzling line-up of celebrities.

Tina Brown’s exit stage left from The Daily Beast could mark the end of an era in media. The buzzy success she had with Vanity Fair and The New Yorker never translated in the digital age. Nerdier types are now the ones setting the pace, as mastering algorithms is more important than holding court at dinner parties. Here are some other things we learned this week.

Among the many revealing metrics in Econsultancy’s new study of marketers’ and agency attitudes toward their own mobile programs, this one stands out as most indicative of a general malaise and uncertainty about whether companies are making wise investments in mobile. 44% of respondents rated their mobile Web site customer experience as average (5 on a scale of 10). About 41% all together rated it somewhere above average. Hey -- and this is a poll of marketers and agency execs. When are they ever reticent about hyping themselves?

Ok fine. These are all interesting findings but, as Heather Taylor from Econsultancy put it “These aren’t revolutionary findings – in fact, they may reinforce already established stereotypes.”

Making Connections - Showrooming Threat

Retail Systems features a write up of this year's Retail Systems Multi-channel Summit featuring Econsultancy.

"Linus Gregoriadis, research director, E-Consultancy, adds: “Social media data comes in all shapes and sizes, ratings and reviews. There are many different communities; Facebook Pinterest Twitter. Which type of data are you looking at and what is your business objective? Customer service? Social CRM?"

I have been described many different ways in my life: loud, opinionated and over-caffeinated are just of the few apt descriptors for yours truly. However when it comes to the world of marketing, advertising, social media, branding and all that good stuff, I don’t think many would refer to me as being hyperbolic.

Nine ways to harness the power of online reviews this Christmas

It’s holiday season and that means one thing: Christmas presents. With the retail industry set to be caught in a whirlwind until the sales season is over, it is clear that this is an opportunity to really make your business stand out from the crowd. And one way of doing this is by harnessing the power of online reviews.

New Econsultancy and Responsys report into cross-channel marketing finds nearly one-quarter of marketers still aren't conducting any relationship marketing despite recognising the importance of customer lifetime value. Companies continue to focus on acquiring customers and fail to invest in relationship marketing despite the fact that customer retention is more valuable, a new survey claims.


Econsultancy lists web flaws to banish

Chris Lake, director of product development at Econsultancy, has created a list of 20 design- and UX-oriented aspects of web design and development that he believes should be banished in 2013. His ire appeared primarily directed at usability issues, including commerce sites lacking search, scrolling issues, links appearing in new windows, and problems with form labelling and validation. However, stern words were also reserved for increasingly common mobile design wrongness, such as using tiny fonts for key navigation.


What We're Reading

Econsultancy: Much-needed advice to restaurant owners on building better Web sites, like: No music. No “click to enter” page. No typos. — Julia Moskin


Best Practices for Content Marketing

Brands know that content is king. But the challenge is finding the right strategy for a constantly changing digital landscape.

According to research by Econsultancy, 90 percent of marketers say that content marketing is going to be extremely important to them in 2013. But only 38 percent actually have a strategy in place.

If your company advertises through the Google Adwords program, you'll want to pay close attention to the search giant's recent rollout. Though its name -- the "Paid & Search" report -- is relatively no-frills, the information contained in this new section can provide your business with valuable, actionable marketing data so you can make the right decisions to drive your website's growth.

Google takes steps towards a fully-subscribed search service

In 2013, businesses worldwide will spend well over $100bn on digital advertising and Google will take $1 in every $3 spent. We know from working with global e-commerce advertisers that Google is the dominant analytics player and here is where Google can capitalise profitably on the control they have over the analytics marketplace.

According to research from Econsultancy in 2013, 90 per cent of advertisers use Google Analytics (GA), with 86 per cent using the service to analyse site traffic and conversion KPIs; and 75 per cent relying on it to track online campaigns.

From the Blogosphere

Econsultancy's Graham Charlton gives an overview of the company's blog, both featured in this month's issue of Retail Systems Magazine.

"Econsultancy ( was founded in 1999 by Ashley Friedlein and Matthew O’Riordan to provide the fledging digital marketing industry with sources of information and advice on navigating the
world of online business."

Six-month trial will allow goods bought from at least 50 eBay merchants to be picked up at 150 of Argos's UK stores. Argos has teamed up with online marketplace eBay to launch a new "click-and-collect" service in the latest move to capitalise on the rapid growth in internet shopping. the six-month trial, to start later this year, will allow shoppers to order from at least 50 eBay mercants - which are still to be named - and collect goods from 150 out of Argos's network of more than 700 high street stores.


62% of Australian consumers don’t know what QR codes are

Two in three Australian consumers remain unfamiliar with QR codes, the ‘hot potato’ of the mobile marketing industry, according to Econsultancy.

QR codes have been the topic of spirited debate in the industry for a while now, and the topic of many a post on Marketing, including some in support and others against.


New season, new trends

We are starting the new "fashion/non-silly news/football/school/theatre/TV/harvest" (select as appropriate) season with a look at new and continuation of old trends.

Some 54% of companies participating in the Marketing Budgets Report expect to increase overall marketing investment this year, up from 45% in 2012. But determining ROI from combined online and offline channels remains complicated.

While 71% report increases for their digital budgets this year, up from 68%, about 20% plan to increase traditional offline budgets -- up from 16% last year, according to the fourth annual report from Econsultancy, sponsored by Responsys. The analysis of 2013 budgets across a range of marketing disciplines and channels compares online with offline budgets of more than 800 companies and agencies.

A theme among the companies acquisitions has been adding content marketing expertise, and Quaturo is no exception. Winfield points to an October 2012 Econsultancy study which revealed that only 38 percent of UK companies have any form of a content marketing strategy in place, despite the fact that 90 percent of the survey participants believe that it will only become more important over the next 12 months. With this in mind, the CEO describes his company’s latest acquisition as “timely and strategic.”

A notable difference in the case of mobile-first businesses is that they identified ‘acquiring more customers’ and ‘building new customers’ as their top goals for mobile. By contrast, mainstream organizations more often reported fuzzier goals of ‘brand engagement/loyalty’ and ‘needing to stay competitive’ as key reasons to go mobile.

“Most of the companies we talked to have responded to the growth in mobile with ad hoc development in a rush to get onto the platform,” said Stefan Tornquist, VP of Research for Econsultancy’s U.S. branch. Econsultancy is a digital marketing consulting firm.

Top Tip: Don't Deploy Marketing Automation (yet)!

I had a great day at the eConsultancy Funnel yesterday at the Emirates stadium. There were some really good presentations (Michael Volpe from Hubspot and Bob Apollo from Inflexion Point were my personal favourites), a few rather repetitious and dull ones (I know having organised events myself that getting speakers to stick to a brief is always a significant challenge). But it was also a great forum to catch up with a whole bunch of colleagues from across the industry. The eConsultancy folks are to be congratulated on attracting a really strong audience and delivering a good day.


Connected living

This week we learn that some top digital sites have moved towards mobile-only majority, but the real benefit still lies with multi-platform, multiscreening audiences; that minority report reality is upon us with the Internet of Things set for astronomical growth and that ecommerce brands can benefit from "buy to give" initiatives.

As the digitally savvy online consumer becomes ever more discerning, it becomes more crucial for marketers to personalise their offering. The Drum takes a look. Personalisation is becoming increasingly important to driving success in all areas of digital, with a recent Econsultancy survey finding that 94 per cent of companies agree personalisation is critical.

Ashley Friedlein, CEO of Econsultancy, advises marketers on how to succeed in an increasingly digital landscape.

As big data became the big buzzword of 2013, many marketers scrambled to make friends with data geeks in their organizations hoping this would fill the gap in their skill sets. Ashley Friedlein, CEO of Econsultancy, whose company advises marketers on how to succeed in an increasingly digital landscape, does not believe this approach will be sufficient, as you will see in my interview below.

The UK-based digital marketing and e-commerce community Econsultancy, together with Indonesia-based digital marketing company Techad 1, wants to grow Indonesia’s marketing talents through a local digital training division called the Internet Marketing Institute of Indonesia (IMII). In three weeks’ time, IMII will hold its first fast-track digital marketing training course in Indonesia. Here are details.

2014 CMO Diet: Just Pi! Q+A w CEO of Econsultancy

Ashley Friedlein, CEO of Econsultancy, has a Q&A with Drew Neisser.

"Friedlein who offers seriously heady counsel on why marketers need to get both sides of their brain’s working (thus the pi-shape) if they hope to succeed in today’s data-rich environment."

We had a great day at FUNNEL, the Econsultancy event that’s all about the new B2B revenue dynamics. So we thought we’d summarise it for the lazy bastards that couldn’t be bothered to get out of the office and make their way up to Emirates Stadium — home of the mighty, mighty Gunners*.

Recently, I came across an article from Econsultancy that pointed out that only 1 out of the top 20 UK online retailers uses responsive design. To my shock and dismay, the only one using this development method is... Currys. 14 of those retailers have mobile sites but that means they need to develop (and maintain) a separate codebase for each version which is very inefficient from a resources and cost perspective. At Boticca, we've been doing this for months now and have seen some very positive results - I will share some numbers below.

Making it as easy as possible for your customers to pay is essential for increasing conversions and sales. This is why your checkout page is critical. It's the final stop for people shopping on your website. It's the place where they hand over their credit card information and finally part with their hard-earned cash. Your checkout page is where window shoppers become paying customers. It's easy to slap PayPal on your site and call it a day – but if you're serious about making it easier for your customers to pay and increasing salesfor your business, you will want to have full control over the entire checkout process. Here are 9 tips that will help you do this...


How far should programmatic marketing go?

There is a rise in ‘machine marketing’ under way. This is most evident in digital marketing, where algorithms and automation can help create efficiencies across campaigns. But how far should marketers rely on programmatic marketing as part of the mix?

One of the reasons digital media have struggled to attract big brand advertising is the inability to measure the impact of those ads. But with Nielsen and The UK Online Measurement Company working on one performance metric, and Comscore working on another, we may be closer to quantifying internet advertising's effectiveness


Mobile Marketing In The UK? Think SMS First

Back in March of this year I wrote an article in these hallowed halls entitled Pulling Back The Curtain On Text Message Mobile Marketing. In my article I made reference to a conversation I had with James Citron, the former CEO of Mogreet and current CMO of payvia...

I was none too surprised to hear this as it never ceases to amaze me just how many marketers/brands/businesses still have not woken up to the fact that ours is a mobile society. Case in point: According to a recent Econsultancy report 55% of businesses now have a mobile optimized website.

Funnel lived up to its billing as a chance to learn all you could conceivably want to (and a bit more) about the business of turning leads into sales, and as such was a clear success. There was a good buzz around the various room, and organisers Econsultancy had persuaded a good number of senior client marketers to join the vendors on the speaker roster and give some surprisingly candid testimonials about their experiences with marketing automation.


Taco Bell gives fan a custom-made Speedo

In recent years, getting onto social media pages and diving headlong into the masses has become a family tradition at Yum Brands. Its Pizza Hut outlets around the world float out their pizza-scented perfume and pizza-within-a-pizza​ promotional offerings and let the tide of public reaction pull the brand's name out to a sea of potential customers. Econsultancy writer Ben Davis observed similar behavior by Yum's KFC, whose joke-laden, retweeting, smarmy Twitter feed stands in stark comparison to McDonald's (MCD 0.00%) tweetbot spouting product names ad nauseum and never tacking its voice too far from the company-mandated line. McDonald's tweets read like 140-word press releases. KFC's read like an actual human being having fun with his or her job.

In-house marketers surveyed by Econsultancy, in association with Responsys, report spending on average 35% of their total marketing budgets on digital, per a new report [download page]. The survey – of respondents primarily from the UK (46%) and other European countries (19%) – finds that 56% are spending less than 30% of their budgets on digital channels, while 32% are devoting more than half of their budgets to these channels. Notably, though, despite multiple signs that the budget mix increasingly favors digital (see here and here), the overall average of 35% of budgets allocated to digital actually represents a slight drop from 36% last year.

Recent research from BtoB shows that 46 percent of companies are now using marketing automation technologies in some form, and 20 percent are evaluating different platforms for the future.

Companies are rushing to implement these solutions because, as content marketing has shown us over the past few years, conversion improves when prospects are delivered content that’s relevant, especially if that content is delivered when customers are at the right stage in the buying cycle.

Embracing the future of retail

As mobiles continue to get more advanced and widely available, penetrating even the furthest corners of the earth, retailers and brands are rushing to embrace the infinite opportunities presented by newly empowered mobile shoppers.

If they are to survive what is to be the future of retail, it is imperative that brands gain a better understanding of the modern mobile consumer and their consumption behaviour across mobile devices.

The Shift in Marketing

So yesterday I attended FUNNEL; a B2B event ran by Econsultancy. The aim of the day was to bring B2B marketers and sales people together in order to tackle the problems faced by those operating within this space, touching on everything from the most relevant social media channels for generating leads, through to the development of great content.

Econsultancy’s 2012 Conversion Optimization Report found that 2/3 of client-side organizations admit they are struggling to leverage fundamental optimization tactics such as multivariate testing and segmentation.

So, what will it take to make 2013 the year of optimization? My agency (ISITE Design) explored this topic with several hundred marketers on a recent webinar.


A Digital Boost for Businesses - and the UK economy

To keep up with the shifting landscape of modern marketing, businesses are dedicating more investment and time than ever to capturing digital opportunities. Their increased investment in digital marketing is also boosting the wider economy. Recent Econsultancy research revealed that the top 100 digital agencies alone contributed over £1.18bn to the UK economy last year. This is positive news for the UK's digital sector and a strong indication of the changing priorities of business.

Marriott Ranks First In Usability Report Of Top Hotels

Which hotel websites do you find most engaging? A new Econsultancy report that looks into the digital performance of eight of the world´s best hotel brands has crowned Marriott as the best hotel in terms of brand awareness and onsite effectiveness.

American hospitality brand Marriott achieved a score of 83%, followed by Hilton at 81% and Accor at 78%. The average score that the surveyed hotels recorded was 64%, Econsultancy said.

Now, no matter how we define it or parts of it, marketers are still very much buying into the concept of digital. It would be silly not to in most cases. In fact, according to Econsultancy’s and Responsys’ Marketing Budgets 2013 report the digital space continues to get more and more budget attention. Note that these numbers come from the perspective of the company and not the agency side of the equation.

73 per cent of digital marketers agree that brands are becoming publishers and 90 per cent believe content marketing will become more important over the coming year, according to a recent survey by Econsultancy in association with Outbrain.


Do Not Track off rails

DNT was, of course, never going to be a perfect solution for those hoping to provide a means for consumers to exercise greater control over their online footprints. Yahoo's decision not to recognize the IE10 DNT settings highlights what is perhaps DNT's fundamental flaw: it doesn't have to be respected, and consumers won't necessarily know when it isn't being respected. Here, Yahoo is telling the world that it's not going to respect the setting, but others almost certainly won't.

And therein lies the rub: if one of the biggest players on the consumer internet is already ignoring a DNT implementation it doesn't agree with, DNT, as we know it, is effectively dead on arrival.

Last week Forrester Research published a report criticizing Facebook for its shortcomings to marketers. It was countered quickly by many leaders and journalists in the marketing community, who criticized the analysis, methodology and tone -- such as fellow Spinster Joseph Jaffe, Matt Owen of Econsultancy, Andrea Huspeni in Entrepreneur, and Rick Munarriz in USA Today, among others.

New report from Econsultancy and Macquarie Telecom finds commitment but a lack of skills, technology platforms and senior management support hinder the improvement of digital customer experiences. A lack of technology, skills and senior management support are hindering advancements to the online customer experience across Australian organisations, according to new research.


10 Tricks to Research Anything

If you’re looking for research about ecommerce, is one of the best associations for ecommerce specific data. They collate a lot of research from their members and sponsors. Original research is exclusive to members, which starts at $1,500.

EConsultancy, based in the UK, produces original research and compiles third-party data with market data, best practice guides, supplier selection, template files, trends and innovation and event presentations from their conferences. The silver level of membership is $495 and gives you access to all of their research.

Both Econsultancy and have blogs where you can get some aspects of their reports for free.

With an eCRM approach you can get straight into the inbox of your prospects and customers. Whilst email has come under some flack – because of misuse and overuse by companies – when it is done well, it is undoubtedly one of the most impactful and measureable forms of digital marketing there is. And, according to Econsultancy, email has consistently been the top or second top digital channel for ROI since 2008 with 70% of companies ranking it as “excellent” or “good”, pipped today only by SEO with 79%. It leaves other channels behind – such as PPC (58%), offline direct marketing (36%) and online display advertising (28%).


7 Tips on How to be Found in a Post-Search World

Content marketing isn’t just for search or digital. EConsultancy has a great article about how Red Bull used content marketing that merged digital and real-life with their famous Stratus Jump.


VW Helps Us Waste Time

Econsultancy says that when it comes to car videos shared on the Web, Volkswagen beats the other car companies hands down. It accounted for 25 percent of all shares between June 2011 and 2012. Kia came in second, with 21 percent of video shares, followed by Chevrolet at 15 percent. The figures come from a study by Unruly.

During an event that launched Econsultancy's first Content Marketing Survey of 1,300 industry agencies, brands and publishers, one guest speaker stated that "SEO departments should be renamed content marketing departments" and that "it's not a technical task any more."

Executive Insights: The Digital World

A Q&A with Econsultancy's David St. John Tradewell featured in the November issue of Marketing News, a magazine run by the American Marketing Association.

“The Digital World is constantly changing, and ongoing training will keep you clued in to new developments and what they mean for your business.”

For football fans of a certain age who were brought up believing FA Cup Final day to be the height of human existence, it wasn't just about the game, it was about the 'build-up'... Nowadays the BBC tries to emulate this on its web site by its unimaginative Live stream of commentary and the occasional tweet, but it's not quite the same. Watching the game at home has also been usurped by the option of watching it in the pub, but the build-up is still an interesting and engaging culture.


This Old Website – 7 Unfortunate Realities

Today we spend our time gaming the search engines, creating tour guide avatars, crawling the latest tweets and share prices across the bottom and asking our visitors if they want to fill in a helpful survey. And just like an old house, this is the vinyl siding that sits atop the board and batten, that covered up the painted brick that seemed like a good solution for a do-it-yourself stucco job. It’s time, Lords and Ladies of the Spin Cycle, to face some Unfortunate Realities about our creaky websites.

Real time bidding for dummies

Automated online ad trading, better known as real time bidding (RTB), promises to revolutionise the way we advertise online. Madeleine Ross uses an Econsultancy report to break down the RTB monster.

The digerati flocking to Instagram include, increasingly, brands. By eConsultancy's tally, 40% of Interbrand’s 2012 Best Global Brands are on Instagram, with MTV, Starbucks and Burberry counting more than 800,000, 750,000 and 450,000 followers respectively, and luxury brands like Tiffany & Co., Audi, Hermes, Gucci and Mercedes-Benz ranked among the most effective.


8 trends driving marketing attribution now

If marketers could land customers with one killer ad or perfectly crafted message, there’d be no need for one of today’s most talked about marketing disciplines: Attribution. But alas, such is not the case.

A couple of months back, my friend John Ellett gave me a copy of his book, ‘The CMO Manifesto‘ which I thoroughly enjoyed. The book is the outcome of 50 interviews with CMOs to identify the best practices for the first 100 days of a CMO joining a new company. It turns out, The CMO Manifesto ends up being a very complete and modern description of the role of a modern marketing leader.

A new survey from digital marketing group Econsultancy, released Friday, shows that the number of people shopping on a mobile device has doubled in the past year.

While Econsultancy notes that a majority of people surveyed had not actually made a purchase from a mobile device, only 25% in the UK and 28% in the US, the more significant finding is that number has doubled in the past year from 13% and 12%, respectively. And that number becomes even more important when broken down by age.

How the mobile revolution changed email design

Mobile domination is a fact. The number of handheld devices is increasing dramatically every single day, giving you access to applications, videos, pictures and the internet. Ever more frequently, busy people like to open emails while on the go but often delete emails that do not display correctly on mobile devices. So why do only 25 per cent of marketers optimise their emails for mobile?

For the first time retailers can purchase display advertisements with retail giant Amazon to draw traffic to their own sites. Econsultancy senior research analyst Monica Savut gives her perspective

With reports that Facebook user numbers have plateaued in the UK and with Facebook-owned Instagram seeing usage drop by a half after it revealed unpopular terms and conditions, New Media Knowledge asked the experts whether they believed Facebook had peaked in its mature markets.

A recent survey of more than 1,300 digital marketing professionals finds that 64 percent of them agree that content marketing is emerging as a discipline of its own. This finding is part of Econsultancy’s first Content Marketing Survey Report, produced in association with Outbrain. Digital marketing professionals seem to be in agreement that content is becoming increasingly more important as the linchpin of their over all digital marketing strategy.


New Media Age folds in to Econsultancy

NMA, a magazine for UK digital marketing professionals, is merging in to Econsultancy, a rival site that was bought by its publisher Centaur this year, to create a beefed-up niche outlet.


A quarter of UK shoppers buy goods via mobile

New data from digital researcher Econsultancy finds that 25 per cent of shoppers have used their phone to buy a product or service in the past year, rising from 13 per cent in 2011.


How To Build An Export Friendly E-Commerce Site

The advent of e-commerce allowed any company of any size to instantly become an exporter to anywhere on the planet. But many businesses find a vast majority — if not all — of their e-commerce sales come from their home country. It turns out that appealing to a worldwide audience through an e-commerce site isn’t as simple as “if you build it, they will come.” The answer to attracting international sales to your website has everything to do with how you build it, and the good news is, making an export-friendly e-commerce site isn’t as complicated as one might imagine.


'Structured content the enabler for growth'

TUI’s general manager of content strategy Ros Mackenzie says the creation of structured content that is designed to be re-used is the “enabler to allow businesses to grow in the future”.

She advised delegates at Econsultancy’s Jump conference in London today (10 October) that content should be created with the knowledge that it will be re-used across multiple devices and for multiple purposes - from marketing to e-learning.

My Five

My Five: Five things worth sharing from the last week (or so), brought to you by a different member of the Browser Media team every Friday.


Digital Will Save the High Street

Econsultancy’s “How the internet can save the high street” report recommends several ways retailers can increase footfall and improve their in store experience by using digital tools.

It follows The Portas Review, which was released last December and outlined recommendations such as introducing free parking, the creation of a National Market Day and reducing rates for new businesses in order to drive more shoppers to town centres. Retail commentators noted, however, that digital was only referenced three times in the report, despite consumer shopping trends shifting towards ecommerce and mobile devices.

Econsultancy Report: Web Analytics is Not Yet Leveraging Big Data

The sixth annual Online Measurement and Strategy Report, carried out by Econsultancy in association with web analytics consultancy Lynchpin, find comprehensive analysis of issues affecting the web analytics industry and industry insight into the use of analytics and business intelligence tools.

In a recent survey conducted by Econsultancy in association with Adobe, only around a quarter of client-side respondents claimed to be doing any form of marketing attribution analysis that wasn't "last-click." So lots of companies potentially need to solve this analytical problem.


Ashley Friedlein: 4Ps of personalisation

Econsultancy CEO Ashley Friedlein explains the 4Ps of personalisation in marketing: Privacy, Physical, Predictive and Proactive.


Internet Retailing

Big data is proving a real challenge both for marketers and web analysts and for consumers, two new studies have shown. Many marketers have ‘no idea’ why big data may be useful to them, argues a report from Econsultancy and Lynchpin, while Experian QAS’ study highlights the frustration felt by consumers as companies fail to keep on top of their data. Econsultancy’s report with web analytics business Lynchpin throws into focus the challenges marketers and web analysts are facing as they struggle to translate ‘big data’ into something meaningful.

It’s rare that you see an entire industry segment agree on something. Such is the case among digital marketers, at least according to data from the recently-released Content Marketing Survey Report 2012 published by Econsultancy and content discovery platform Outbrain.

One of the key findings of the Report (based on a survey of more than 1,300 digital marketing professionals working for brands, publishers, and agencies conducted in July and August 2012), is that over 90% of respondents believe content marketing will become more important over the next 12 months.

Well, this week’s research gem comes from Adobe and Econsultancy and their ‘Managing and Measuring Social‘ report. (Please note that Marketing Pilgrim receives NO money from the sale of this report).

One of the many things that jumped out at me was the following chart looking at the top roles that social plays in organizations.

In my time talking to and working with various organisations over the years (be that the 10+ years client-side and the past six years agency-side) I have now become convinced that one of the biggest barriers to organisations doing more clever, sophisticated and successful marketing is the very systems that they select to do more clever, sophisticated and successful marketing. Coupled with the other big problem that I see today; namely there are far too many techies and IT people in the digital marketing field and nowhere near enough true marketers.


Mobile Traffic to Retail Sites is Booming

According to Experian Hitwise, there were 2.8bn visits to retail sites in the UK in Dec 2012, up 30% vs 2011. Mobify, cited on the Econsultancy blog, estimates that mobiles account for 31% of retail sites traffic in the UK. This compares to 47% in Australia, 40% in Brazil, 34% in South Korea, 31% in the US and just 8% in France.

While two-thirds of client-side digital marketers working at large businesses agree that social data is integral to both strategies, only a fifth believe that they have developed a successful approach to gathering and understanding the data that it produces, the sixth Quarterly Digital Intelligence Briefing, Managing and Measuring Social, from Econsultancy and Adobe found.


Brands Can Learn From Moms How To Create Content

According to eConsultancy and Outbrain, 42% of companies say they lack the human resources and the budget (35%) for content marketing. And a study by Curata revealed creating original content is seen as the biggest challenge for 69% of content marketers. But today’s social media moms are masters at coming up with the content they need to manage their multi-channel brands. And brands challenged by content creation can learn a lot from them.

There's little doubt that 2012 has been b2b's year of content marketing. Two recent reports, one from Optify Inc. and the other by Econsultancy, found that 84% of b2b marketers plan to increase their investments in content marketing over the next 12 months, while 90% of all marketers believe content will grow in importance during the next year.