Quick Guide to Online Video
This quick guide looks at the power of video as a marketing tool and outlines the key considerations for creating a video strategy, from setting objectives and defining the audience to content planning and distribution.
Quick Guide to Brand Purpose
This quick guide provides advice for businesses seeking to define or rework their brand purpose. It looks at why brand purpose has become a vital component of modern marketing, and why integrating and communicating it effectively can help win customer loyalty and increase employee satisfaction and retention.
Quick Guide to Developing Future Strategy: Long-Term Thinking for Marketers
This quick guide looks at the business benefits of planning for the long term by foregrounding customer needs and adopting an agile approach. It discusses how businesses can develop a long-term strategy to help them face challenges both present and in the future.
Quick Guide to the Fundamentals of Modern Marketing Mindset
This quick guide introduces businesses to the modern marketing mindset, developed through Econsultancy research. It explains the 10 key characteristics that define it and highlights the benefits organisations can reap from cultivating a modern marketing mindset among their employees.
Quick Guide to AI, Machine Learning and Predictive Analytics
This quick guide provides an introduction to AI, machine learning and data analytics and explores their potential applications across the customer lifecycle. It outlines how marketers can build a solid data strategy from initial assessment to governance and oversight.
Quick Guide to Segmentations and Personas
This quick guide examines the different types of segmentation that can be used to group audiences and customers, explaining the key benefits and challenges of each approach and how personas can be used to bring segmentations to life.
Quick Guide to Consumer Neuroscience and Digital Marketing
This quick guide provides an overview of consumer neuroscience and its application in digital marketing. It looks at how key concepts from consumer psychology can inform content, messaging and user experience (UX) design.
Quick Guide to Product Strategy and Marketing
This quick guide looks at the increased role of product strategy and marketing caused by growth in direct-to-consumer propositions and products-as-a-service. It provides marketers with a practical guide to the essential principles, processes and practices surrounding these increasingly critical areas.
Quick Guide to Customer Retention
This quick guide looks at the business case for prioritising customer retention and developing a strategy that establishes it as an organisational objective. It discusses the long-term benefits that can come from fostering loyalty, and provides marketers with tactics that can help with the development and execution of a customer retention strategy.
Quick Guide to Organisational Structures and Resourcing
This quick guide gives an overview of the changing dynamics affecting organisational structures and resourcing in the modern marketing landscape. It offers guidance and practical models to help leaders identify and work through the challenges and requirements of digital capability at all levels of maturity in an organisation.
Quick Guide to Understanding Customer Lifetime Value
This report is a quick guide to customer lifetime value (CLV), defining its meaning and laying out the business benefits of tracking it. It covers different approaches to measurement and the importance of customer loyalty in the context of CLV.
Quick Guide to Effective Leadership in the Digital Age
Leadership is changing in a digital world where rapid change continues to create both challenges and opportunities for businesses and leaders alike. This quick guide contains useful insight and practical models to help leaders understand and navigate this changing environment.