Personalisation in ecommerce: a beginner’s guide
This overview of personalisation in ecommerce is an excerpt from Econsultancy’s Ecommerce Best Practice Guide.
The test-and-learn approach in data & analytics: a beginner’s guide
The ability of an organisation to leverage data – either for singular marketing campaigns or wider business strategy – points to a degree of data maturity. It indicates that the process of becoming ‘data driven’ or undergoing ‘data transformation’ as part of a wider digital transformation programme – is underway. Engaging in testing and optimisation […]
Resourcing for social media teams: a beginner’s guide
This briefing explores social media team roles and responsibilities, whether to insource or outsource, how to work with agencies, and where to look for advice on skills development. It is an excerpt taken from Econsultancy’s Social Media Strategy Best Practice Guide.
PEST, SWOT and scenario planning for marketers: a beginner’s guide
The Covid-19 crisis is an unprecedented event, the exact impact of which is impossible to foresee. However, those organisations that have dealt with the crisis best are those that had robust strategies in place for dealing with the unpredictable. There are a multitude of different tools available to help organisations consider and prepare for potential […]
The fundamentals of content strategy: a beginner’s guide
What makes up an effective content strategy? In this article we look at six fundamental elements, and how they can be tackled using the PROSPER framework. This is an excerpt from Econsultancy’s Content Strategy Best Practice Guide.
Successful PPC landing pages: a beginner’s guide
This is an excerpt taken from Econsultancy’s Paid Search Optimisation Best Practice Guide.
Budgeting strategy for paid search: a beginner’s guide
Google’s monetising of the search space has been continuing apace in recent years – more of the search is now assigned to PPC, with up to four paid ads (and a knowledge graph) above the organic search results.
How to create better marketing job descriptions: a beginner’s guide
The content of this guide is taken from Econsultancy’s Modern Marketing Job Descriptions Best Practice Guide, written by Rose Keen. The report offers hiring managers and recruitment teams the tools to write better job descriptions for in-demand roles. From building in inclusivity from the beginning to ensuring discoverability, this guide offers a framework to help […]
How to run a customer journey mapping workshop: a beginner’s guide
The content of this briefing is taken from Econsultancy’s Customer Journey Mapping Best Practice Guide. This abridged version will cover: Pre-workshop Agree who attends Find a place Agree who moderates Create an agenda Include personas and hypotheses Mapping software. During workshop Successful facilitation Being the customer Teamwork Capturing conversation, Post-workshop Introduction Customer journey workshops help […]
Getting started with Instagram: a beginner’s guide for marketers
The content in this briefing was originally included in Econsultancy’s Social Media Platforms Overview. It covers the following topics:
Ecommerce platform selection and integration: a beginner’s guide
The content for this briefing has been reproduced from Econsultancy’s Ecommerce Best Practice Guide.
Getting started with TikTok: a beginner’s guide for marketers
After the failure of promising startups such as Peach, Ello and Mastadon, many wondered if we would ever see the rise of another social media giant again. But TikTok looks like it has gathered a mass audience and is here to stay.