Digital Marketing and Ecommerce Best Practice Guides

Best Practice User Experience and Usability

Neurodiversity and Digital Inclusion Best Practice Guide

Neurodiversity benefits society as a whole, as well as the workplace. This report demonstrates how organisations can unlock both strategic and commercial advantages by creating more inclusive experiences for both customers and employees, with guidance on turning theory into practice.

Best Practice Data and Analytics

Measuring and Driving Digital Marketing Effectiveness

Being able to measure how well a company’s marketing is performing towards meeting goals and driving growth is essential. This best practice report looks at the impact that the end of third-party cookies and increasing regulation is having on marketing measurement.

Best Practice Email and eCRM

Email Marketing Best Practice: List Quality and Deliverability

This report, part of Econsultancy’s series of Email Marketing Best Practice Guides, explains the importance of maintaining an accurate and up-to-date email database and provides guidance on maintaining and growing a subscriber list.

Best Practice Email and eCRM

Email Marketing Best Practice: Testing and Optimisation

Part of Econsultancy’s series of Email Marketing Best Practice Guides, this report explains how to set up an effective testing programme that delivers meaningful campaign-level insights as well as serving broader business goals.

Quick Guides Digital Transformation

Quick Guide to B2B Digital Transformation

This quick guide provides an overview of the changing B2B landscape and the key strategic pillars of a successful digital transformation, including how to optimise the B2B customer experience.

Quick Guides Email and eCRM

Quick Guide to Why Email Still Matters

Email marketing is a vital channel for marketers, enabling direct, personalised and highly effective communications between a brand and its customers. This quick guide discusses the business case for email marketing and the technology that is reshaping how it is carried out.

Quick Guides Omnichannel

Quick Guide to Achieving Omnichannel Excellence

An omnichannel strategy is essential for businesses hoping to succeed in a competitive market. This quick guide looks at the key benefits of an omnichannel approach and provides advice on developing a strategy for delivering seamless, joined-up customer experiences.

Webinar Resources User Experience and Usability

Webinar: Neurodiversity and Digital Inclusion

This webinar looks at the strategic and commercial benefits of neurodiversity and offers guidance on creating inclusive experiences for customers and empoyees.

Quick Guides People and Skills

Quick Guide to Building a Digital Culture

This quick guide looks at how businesses can build a digital culture to promote innovation and resilience. It also provides reflection questions for leaders to use in nurturing a digital culture within their teams.

Best Practice People and Skills

Winning the Race for Digital Skills: The New Best Practice of Effective Learning

Based on a study of over 1,500 professionals and learning executives, this new report looks at the digital skills gap, a critical issue that brands must address in the face of rapidly evolving technology, ever increasing digitisation and changeable markets.

Webinar Resources Attribution

Webinar: Measuring and Driving Digital Marketing Effectiveness

With the measurement landscape in flux as the deprecation of third-party cookies heads towards completion, this webinar looks at the strategies being adopted to measure campaign performance and drive effectiveness.

Webinar Resources

Webinar: Digital Marketing and Ecommerce Trends 2024

Webinar Resources Email and eCRM

Webinar: Email Marketing

Travel and Leisure Case Studies

RIU increases revenue by 250% by optimising ad copy with first-party data insights

The hotel chain partnered with Making Science, building a custom data architecture and customer data platform that allowed its first-party data to be activated to achieve its business goals. RIU|Making Science

Automotive Case Studies

Renault increases the positive associations of new Austral model by 17 percentage points with imaginative content campaign

The car manufacturer partnered with Seznam Brand Studio to build positive brand associations via a podcast featuring family-centred fairy tales, expressly linked to the Austral model. Renault|Seznam Brand Studio

Technology Case Studies

Integrated communications and influencer campaign drives downloads of ride-hailing app Yango

The app partnered with LatAm Intersect PR for an awareness campaign that targeted the country’s social media users, becoming a top-three app in Bolivia and Peru. Yango|LatAm Intersect PR

Best Practice Ecommerce

Retail Media Best Practice Guide

Retail media can help brands reach in-market customers near the point of sale. This guide looks in-depth at the retail media opportunity, with best practice advice on strategy, campaign execution and measurement.

Best Practice Video Advertising

Video and Audio Advertising for Paid Search Best Practice Guide

Part of Econsultancy’s Paid Search Best Practice Bundle, this report looks at the growth and opportunities of video and audio advertising, including practical advice on ad formats and targeting options.

Best Practice Social

Social Media Advertising Best Practice Guide

Social media platforms can offer brands highly targeted and effective advertising in a wide variety of formats. This best practice guide covers the key opportunities, with practical advice on navigating the challenges, designing campaigns and developing a strategy.

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Best Practice PPC

Paid Search Best Practice Guide

Search engines are often the first port of call in the customer journey. Econsultancy’s Paid Search Best Practice Bundle covers everything businesses need to know about the complex and constantly evolving area of paid search advertising.

Best Practice Digital Transformation

B2B Digital Transformation

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.

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Best Practice B2B

B2B Social Media Strategy Best Practice Guide

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.

Best Practice Community Management

B2B Social Selling Strategy Best Practice Guide

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.

Best Practice Content marketing

B2B Content Marketing Best Practice Guide

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.

Best Practice Content marketing

Content Marketing Best Practice Guide

Content plays a vital part in any brand’s marketing strategy, supporting business objectives at every stage of the purchase funnel. This report provides best practice guidance on building an effective content marketing strategy to enable brands to engage audiences in creative ways that promote authenticity and trust.

Best Practice Video

Online Video Best Practice Guide

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.

Best Practice Content Strategy

Content Strategy Best Practice Guide

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.

Best Practice Customer Insight

Ratings and Reviews Best Practice Guide

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.

Best Practice Customer Experience

Neurodiversity and Digital Inclusion Best Practice Guide

Best Practice Customer Experience

Personalisation Best Practice Guide

Research shows clear benefits for companies that make personalisation part of their business strategy. This report provides guidance on how to enable and deliver personalised experiences at scale through data, tools, techniques and people.

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Best Practice Ecommerce

Ecommerce Best Practice: Converting Demand

This report looks at the strategies businesses can employ to convert demand, maximise value and optimise their ecommerce propositions.

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Best Practice Data and Analytics

Marketing Automation Best Practice Guide

This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.

Best Practice Data and Analytics

Measuring and Driving Digital Marketing Effectiveness

Best Practice Data and Analytics

Customer Data Platforms Best Practice Guide

CDPs are powerful tools that unify data and give businesses a 360 view of the customer, enabling personalisation at scale and in real time. This best practice guide looks at their key features and benefits and provides a step-by-step guide to implementation.

Best Practice Customer Insight

The Fundamentals of Market Research and Insights

Market research provides vital insight into customer behaviour. This best practice guide defines a framework for conducting market research and demonstrates how data can be turned into insight, and then into action.

Best Practice Ecommerce

Ecommerce Best Practice: Measurement

This report discusses the metrics that matter most throughout the ecommerce journey and covers testing and optimisation techniques as well as attribution models.

Best Practice Digital Transformation

B2B Digital Transformation

Best Practice Digital Transformation

Digital Transformation: Agility and Innovation Best Practice Guide

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.

Best Practice Strategy

Effective Leadership in the Digital Age

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?

Best Practice Data and Analytics

Digital Transformation and the Role of Data

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.

Best Practice Ecommerce

Retail Media Best Practice Guide

Best Practice Social

Social Commerce Best Practice Guide

As social commerce continues to evolve, it has become an essential part of how many brands do business online. This best practice guide looks at developing a selling strategy across each of the major platforms, including influencer marketing and emerging trends within the space.

Best Practice Data and Analytics

Ecommerce Best Practice: Measurement

This report discusses the metrics that matter most throughout the ecommerce journey and covers testing and optimisation techniques as well as attribution models.

Best Practice Product pages and merchandising

Ecommerce Best Practice: Converting Demand

This report looks at the strategies businesses can employ to convert demand, maximise value and optimise their ecommerce propositions.

Best Practice Email and eCRM

Email Marketing Best Practice: List Quality and Deliverability

Best Practice Email and eCRM

Email Marketing Best Practice: Testing and Optimisation

Best Practice Email and eCRM

Email Marketing Best Practice: Layout and Creative

Part of Econsultancy’s series of Email Marketing Best Practice Guides, this report covers the art of good email design, looking at the principles that govern effective layout and the technical considerations that underpin a good customer experience.

Best Practice Email and eCRM

Email Marketing Best Practice: Copywriting

Part of Econsultancy’s Email Marketing Best Practice Guide bundle, this report looks at persuasive copywriting techniques for emails that compel readers to open, click and convert.

Best Practice Customer Experience

Neurodiversity and Digital Inclusion Best Practice Guide

Best Practice People and Skills

Winning the Race for Digital Skills: The New Best Practice of Effective Learning

Best Practice Culture

Building a Digital Culture

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.

Best Practice Digital Transformation

Digital Transformation: Agility and Innovation Best Practice Guide

Best Practice PPC

Video and Audio Advertising for Paid Search Best Practice Guide

Best Practice PPC

International and Multilingual Paid Search

Part of Econsultancy’s Paid Search Best Practice Bundle, this report looks at the key considerations involved in launching international and multilingual paid search campaigns, including Google’s competition around the globe and localisation concerns.

Best Practice Search Marketing

Marketing Campaign Integration Strategy for Paid Search

Part of Econsultancy’s Paid Search Best Practice Bundle, this report covers how to integrate paid search with other channels in the marketing mix, including SEO and display advertising.

Best Practice PPC

Paid Search Best Practice Guide

Best Practice Ecommerce

Ecommerce Best Practice: Strategy and Operations

This report looks at the fundamentals of ecommerce and discusses how businesses can prime their ecommerce strategy and operations with technology, resourcing and analysis.

Best Practice Omnichannel

Achieving Omnichannel Excellence Best Practice Guide

With omnichannel now regarded as playing an essential role in business success, this best practice guide looks at how companies can develop their omnichannel strategy to achieve excellence.

Best Practice Digital Transformation

B2B Digital Transformation

Best Practice Facebook

Social Media Bundle

A collection of best practice guides containing actionable, real-world insights, frameworks and practical advice to help both B2C and B2B businesses develop and improve their social media strategy and performance.

Best Practice Social advertising

Social Media Advertising Best Practice Guide

Best Practice Ecommerce

Social Commerce Best Practice Guide

Best Practice Influencer marketing

Influencer Marketing Best Practice Guide

Influencer marketing is a rapidly growing industry, enabling brands to engage audiences in creative ways that promote authenticity and trust. This report provides tools, frameworks and best practice guidance for organisations looking to incorporate influencer partnerships into their broader marketing mix, with industry expertise and case studies to help apply the learning.

Best Practice Community Management

Community Strategy Best Practice Guide

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.

Best Practice

Econsultancy’s collection of practical reports, webinars and case studies cover all the core elements of digital marketing and ecommerce best practice.

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