Ecommerce is evolving rapidly as businesses look to drive revenue and meet growing consumer expectations. With swiftly changing competitive, technology, market and customer contexts (accelerated by the Covid-19 pandemic), businesses need to respond by shaping their ecommerce operations, strategies and models in ways that satisfy contemporary customer needs. Yet they must also ensure their practices […]
Before starting the process of developing a content strategy, it is important to be clear about what is meant by the terms associated with it and the context within which it operates. Defining content strategy ‘Content’ is a broad descriptor that may relate to any information, material or experience that is directed towards an audience […]
This research is designed to provide marketers with practical guidance on all aspects of content strategy. The role of content within marketing and digital marketing practice has never been more important than it is now, but it remains an area of constantly changing practice, with evolving dynamics around technology, content production and distribution, and customer […]
How digital media is traded has evolved over the years, but fundamentally it still relies upon buyers, sellers and intermediaries working together to enable the purchase and display of a digital ad. Before unpicking the key components of trading, it is first important to understand how trading has evolved and what the current landscape looks […]
Digital advertising has experienced exponential growth over the past decade, bringing with it myriad opportunities and challenges for brands. Ever evolving, digital advertising refers to the advertising messages found in paid-for media spaces across digital devices including laptops, mobile phones and tablets and increasingly TV screens, outdoor screens and gaming consoles. So first of all, […]
As more eyeballs turn to digital media channels, marketers are following their audiences online. The ways a brand can engage with people is expanding as ‘digital’ increasingly means not just the content that is delivered via websites, mobile devices and apps, but outdoor screens, TV screens, virtual worlds and beyond. This guide breaks down the […]
At the heart of all marketing measurement and analytics is data. The significance of data and its relationship with business success has become a key theme of seemingly every commentary, report or conference over the past few years. Becoming ‘data driven’ – using data to make smarter, quicker decisions and just understand more – is […]
Brands seeking to remain competitive in rapidly evolving markets must put the customer at the heart of their strategy. This chapter defines customer experience, outlines what great customer experiences look like and runs through the critical elements of a CX strategy. What CX means The origins of customer experience can be traced back to Gilmore […]
With the need for organisations to respond to rapidly evolving markets, shifting consumer behaviour, new technologies and higher levels of unpredictability brought on by the pandemic, there has never been a greater focus on CX strategy and execution. These unfolding contexts are bringing a heightened need for customer experience management and implementation to deliver real […]
Ecommerce capability, strategy and execution are ever evolving. As technology continues to develop, new models, channels and possibilities are emerging, providing organisations with more options than ever for reaching, engaging and selling to consumers. As software-as-a-service models proliferate, sophisticated technology-driven capability is becoming democratised, giving businesses of all sizes access to advanced tools and changing […]
Ecommerce is evolving rapidly as businesses look to drive revenue and meet growing consumer expectations. In a fast-evolving business environment, organisations need to respond by shaping their ecommerce operations, strategies and models in ways that satisfy contemporary customer needs. Yet they must also ensure their practices and processes are set up for a future where the […]
The purpose of this research is to provide an overview of customer journey mapping and a simple starting point for anyone yet to map out their customer journeys. The research and companion guides linked from this research should provide further information and help around the topic. A list of key takeaways for those yet to […]