About this report The Multi-Screen Marketer addresses rapidly shifting consumer media consumption behavior. As devices get smaller and more powerful, our culture is shifting toward instant communication, immediate information gratification and multi-tasking. Consumers are viewing multiple streams of content simultaneously, across a plethora of devices, and brands are learning to chase them across the gaps.  Brand planning and narratives that span tablets, smartphones, laptops, and televisions can create tremendous potential for engagement and sales; failure to adequately anticipate the ways people are interacting with the technology around them can lead to marketing and messaging that is ignored, or worse, out of touch. This 30-page report, conducted in association with the IAB, examines a number of questions that are central to how advertisers and publishers answer this new evolution in media consumption. Download to discover: Common triggers of device switching Where consumers are going when they switch How multi-device users prefer to consumer social media The online/offline media split for the multi-screen shopper How device usage behavior differs by age Penetration rates of different devices How behavior changes with different device combinations How consumers feel about their current devices in relationship to one another Diffent levels of consumer engagement with different types of television programming The impact of multiple device usage on brand recall  And more...   Table of figures Figure 1: Cloud – Television Watchers Favorite Activities (2 Screens) Figure 2: Cloud – Television Watchers Favorite Activities (3 + 4 Screens) Figure 3: Using Another Device While Watching Television Figure 4: Using Second Device While Watching Television, 18-44 Year Olds Figure 5: Chance of Using a Mobile Device to Take Action from Television Prompt Figure 6: Percentage of Television Viewing on TV Set by Number of Devices Owned Figure 7: Share of Television Viewing by Device – 2SCRNs Figure 8: Share of Television Viewing by Device – 3SCRNs Figure 9: Share of Television Viewing by Device – 4SCRNs Figure 10: Share of Television Viewing by Device – 4SCRNs (18-44 years old) Figure 11: Impact of Features Expected in Future Televisions Figure 12: Likelihood of Using Social Media While Watching Television Figure 13: Multi-screen Behaviors by Type of TV Program Figure 14: Ranking of Program Types – Go Online (email, surf, etc.) Figure 15: Ranking of Program Types – Social Networking Activity Figure 16: Ranking of Program Types – Show Related Searches Figure 17: Ranking of Program Types – Search/Shop for Products Viewed on Television While Watching Figure 18: Ranking of Program Types – Search/Shop for Products Viewed on Television After Watching Figure 19: How Consumers Become Aware of New Products and Services Figure 20: How Consumers Prefer to Research New Products and Services  Figure 21: How Consumers Prefer for Companies to Keep in Touch with Them Figure 22: Recall of Brands Associated With “Favorite” Program   Table of contents Executive Summary and Highlights Methodology Table of Figures About the IAB About Econsultancy I Like to Watch...and Eat...and Play...and Shop... Tablet Owners Are More Likely to Act Device Creep and Creepy Devices Share of TV Viewing Across Devices What Consumers Expect When They’re Connected Social Media is Solitary The Reality (Show) of Multi-Tasking Non Commerce-Related Activities by Type of Program Commerce-Related Activities by Type of Program The Multi-Screen Shopper Awareness, Research and Relationship – Multi-Screen Consumers Notice and (Sometimes) Prefer Digital Multi-Tasking Multi-Screeners Are Too Distracted to Recall My Brand, Right? Lessons of the Multi-Screen Consumer For Publishers Optimized: Phone | PC | Tablet | TV Complementary: Phone + PC + Tablet + TV Transferable: Phone <> PC <> Tablet <> TV For Advertisers Recommended Reading  Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report. The report is available to all Econsultancy members.

About this report The ROI of Tag Management, sponsored by Tealium, examines the challenges of website tag management, and uncovers best practices and solutions of marketers on the cutting edge of implementation. Website tags enable analytics, optimization, and personalization; 87% of surveyed respondents say that effectively managing website tags is fundamental to effective digital marketing. Tags are used everywhere. All of the following services require them to function: Web analytics (Adobe Insight, Google Analytics, Webtrends, etc.) Personalization/Optimization (Certona, Visual Revenue, X+1, etc.) Affiliate/Performance Marketing (Commission Junction, Mercent, Pepperjam, etc.) Audience Measurement (ComScore, Quantcast, etc.) Display Advertising/Networks (24/7 Real Media, DoubleClick, Rubicon Project, etc.) Shopping (CNet, NexTag, Shopzilla, etc.) Retargeting (Avazu, Fetchback, MediaForge, etc.) Remarketing/Email (Eloqua, ExactTarget,Responsys, etc.) SEM (Bright Edge, Kenshoo, Search Ignite, etc.) Social (+1, Facebook, Twitter, Pinterest, etc.) Some marketers continue to update these page tags manually, which is time consuming and can cause delays in implementation while increasing the possibility of error. Automated solutions enable the scale and flexibility that is vital to rapid situational adaption in the dynamic digital marketplace. Read this report and learn everything that digital marketers need to know about tag management, now.  The report explores the key questions for marketers evaluating how their organization handle's website tags and the potential ROI of moving to a managed solution; What are industry averages related to manually implementing website tags? How significant are the issues and challenges of manually tagging? What is the ROI of moving to a managed solution? What are the keys to choosing a solution? What are the success factors in adopting tag management?   Table of contents Executive Summary and Highlights Foreword by Tealium About Econsultancy About Tealium Methodology Findings Website Tags – At the Center of Digital Marketing Increasing Complexity Seems Inevitable Impact of Manual Tagging on Marketing Efficiency The ROI of Tag Management Moving To Tag Management – Aligning Benefits and Vendor Capabilities Challenges to Tag Management and Keys to Success Looking ahead Appendix: Respondent Profiles in Detail Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report. 

Econsultancy’s Internet Statistics Compendium is a collection of the most recent statistics and market data publicly available on online marketing, e-commerce, the internet and related digital media.  The compendium is available as eight main reports, split across different geographical regions: Asia Australia and New Zealand Europe  Global / International  Latin America  Middle East and North Africa  North America  United Kingdom Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date. There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch. Those looking for B2B-specific data should consult our B2B Internet Statistics Compendium. Areas covered in the main compendium include: Affiliate Marketing  Customer Experience Demographics E-commerce Email Marketing Internet Advertising Mobile Search Marketing Social Media Technology Adoption Web Analytics

The Digital Tribes series of reports is the first product of the Digital Vision project, an effort to help new thought leaders get their insight out into the digital marketing world. The reports look at how Native American tribal characteristics reveal substantive practices that build stronger, more fulfilling and highly committed online communities. Digital marketers have spent the better part of the last decade studying trends in media consumption, and many analysts have made comparisons of social media platform users to tribes. Phrases like "neo-tribe" and "digital tribes" have, in some corners, become popular descriptions of the individuals who have banded together in groups and built communities around communications software.  But, what is a tribe? How do they work? And what can digital marketers learn from studying them?  Digital Vision grant winner Allison Aldridge-Saur argues that three distinct elements are necessary for a tribe to form: Language, Culture, and Organization. Each of these "Tribal Pillars" are explored at length in a series of three reports. The first report in this series was published in March 2012 and explores the topic of how names are vital to the identity of online communities, and examines the construction of private languages, jargon, symbols, and naming practices for communities, individuals and events. The second report, published in May 2012, discusses the vital differences between audience and community building, and provides examples about how the latter has historically been accomplished within Native American tribes. Download the first two reports to learn more: Digital Tribes I: Naming Digital Tribes II: Community Culture

About this report This report, Digital Tribes II: Community Culture, is the second product of the Digital Vision project, an effort to help new thought leaders get their insight out into the digital marketing world. Digital marketers have spent the better part of the last decade studying trends in media consumption, and many analysts have made comparisons of social media platform users to tribes. Phrases like “neo-tribe” and “digital tribes” have, in some corners, become popular descriptions of the individuals who have banded together in groups and built communities around communications software.  But, what is a tribe? How do they work? And what can digital marketers learn from studying them?  Digital Vision grant winner Allison Aldridge-Saur argues that three distinct elements are necessary for a tribe to form: Language, Culture, and Organization. Each of these “Tribal Pillars” will be explored at length separately over the next few months in a series of three reports. The first report, Digital Tribes I: Naming, explored the topic of how names are vital to the identity of online communities, and examined the construction of private languages, jargon, symbols, and naming practices for communities, individuals and events. This second report, Digital Tribes II: Community Culture, uses the template of Native American tribal practices to highlight techniques that marketers can use to strengthen communities. This report discusses the vital differences between audience and community building, and provides examples about how the latter has historically been accomplished within Native American tribes. Saur then expands this analysis to look at the tools companies can use to accomplish similar tasks. This includes an overview on: The construction of a shared narrative, beliefs and value systems. The reinforcement of those narratives and value systems through ritual and repetition. How to strategically manage those systems and actions for maximum effect. Table of contents Introduction About Econsultancy About the author Community Building v. Audience Building Community Culture Theme 1: Shared Narrative Theme 2: Shared Beliefs or Value System Theme 3: Rituals or repetitive behavior The Daily Clock In An odd SxSW Ritual Gamer Guilds Theme 4: Caring for, Guarding, Cultivating  

Overview Authors: Matt Owen, David Waterhouse, Chris Lake Pages: 100+ Features: Best practice information and advice relating to the planning, designing and building of Facebook pages for brands, organizations and products About this report Econsultancy's Facebook Pages for Business Best Practice Guide has been produced specifically with the aim of helping organizations and brands design and implement their Facebook pages for maximum effect, no matter what the objective. This 100+ page document contains sections ranging from building an internal business case for a Facebook presence through to understanding internal strategy and moderation. The guide also contains a comprehensive, 50-point checklist of best practice issues and their associated success factors that you'll need for your Facebook activity. Table of contents Introduction About this report About Econsultancy Facebook statistics Facebook usage Facebook pages Facebook in business Facebook demographics The business case for investing in your Facebook pages Getting started Setting your goals Basic apps you should add to your page How to make a Facebook page How to create a killer Facebook Timeline How to use the Admin Panel Personalised views for fans Displaying your content The Activity Log How to create a fantastic Facebook app How to create a wonderful user experience Make Facebook your social media hub How to create compelling content for your page Moderating the conversation Putting yourself on the map Don't be afraid to experiment Tools to track your success Turn your Facebook page into an f-commerce site Measurement and ROI Case study: Macy’s The Timeline Functionality and design Visibility and SEO Content Customer service and page management Checklist Resources and further reading Econsultancy reports Econsultancy articles Econsultancy training External resources   Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report.

About this report Econsultancy's Connected TV Smart Pack includes market trends, key statistics and case study examples of companies using connected TV for marketing and provides an overview of the main players in this increasingly important sector. The 80-page report is the fifth in a series of smart packs developed by Econsultancy that are designed to explore emerging trends and new areas relating to digital marketing. The document includes sections on: Market trends and developments An overview of the key players in the industry Case studies of companies using connected TV for marketing Third-party statistics and research Table of contents Introduction About this report About Econsultancy What… is connected TV? Why… is connected TV important? Market trends Content discovery in a multi-screen world Social TV and companion screen experiences redefine engagement The next generation of TV advertising TV Everywhere – the battle between TV networks and cable operators intensifies Who… should I know about? Connected TV platforms Social TV platforms Automated content recognition – audio watermarking and audio fingerprinting technology Advertising technology T-commerce technology Case studies Audi eBay Heineken Marks & Spencer MTV Red Bull Super Bowl XLVI The Guardian Unilever Glossary Appendix Third-party statistics and research Market size and trends Multi-screen and multitasking Social TV Advertising awareness and effectiveness Twitter – Social TV best practices Recommended reading Econsultancy blog posts Third-party resources Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report. 

This Econsultancy report about the digital landscape in Brazil is the first in a series of briefings focused on emerging markets, aimed primarily at those outside these countries who are looking for an overview. Brazil has seen fast development across its digital landscape during recent years, due in part to the quick proliferation of affordable mobile technologies. With a population that exceeds 192m people and a steadily growing economy (ahead of Italy and the UK), it is unsurprising that marketers and companies are looking to Brazil for business opportunity and expansion. This 26-page digital landscape briefing includes sections on: Market trends and developments.  Third-party statistics.  Opportunities and considerations for marketers and businesses keen to invest in the Brazilian market.  An overview of the key internet players in Brazil. Organisations, websites, blogs and people to follow Table of contents  Introduction About Econsultancy Why… Brazil? Brazilian internet use by numbers Brazilian mobile use by numbers What... are Brazilians doing online? The social media landscape The e-commerce landscape The importance of thinking ‘local’ in Brazil What... are the key opportunities for digital marketers? Who... should I know about? Case studies Americanas.com Poptent Coca-Cola Buscapé Recommended Resources Econsultancy resources Download a copy of the report to learn more.  A free sample is available for those who want more detail about what is in the report.

How to ensure that your website complies with the EU e-Privacy  Directive The EU Cookie Law guide look into the legal changes as they affect online businesses in the UK, the potential threats to online business models and the steps that companies could be taking now to demonstrate compliance with the EU ePrivacy Directive. The Information Commissioner's Office (ICO), responsible for ensuring compliance in the UK, itself has admitted that it doesn’t know exactly what compliance will look like and much will depend on what happens when it starts to enforce the EU Directive. However, there are steps that companies can take now to ensure that their websites are in a position to comply with the new rules.  This 40-page report explains the legislation as far as it affects UK online businesses, sets out some practical steps that you can take towards compliance, as well as showing some practical examples of how websites can gain users’ consent for setting cookies. The report also contains the findings of Econsultancy's EU e-Privacy Directive survey, a short poll of more than 700 marketers that examines how companies are preparing for the new legislation ahead of the May 26 deadline. Table of contents  About Econsultancy Purpose of this guide Introduction The Legal Imperative: what changed? Building a solid foundation of knowledge; the detail How does this change affect online businesses? When will the law come into force? What are the penalties for non-compliance? Is this really going to happen? Summary of key points in the legislation The ICO’s guidance The third-party cookie problem What do marketers think of the ‘cookie law’? The cookie conundrum: how will web users react to cookie messaging? Approaches for compliance The “path to compliance” Carry out a cookie audit Evaluate the privacy impact of each cookie Carry out a business risk assessment Look at how you will inform users on your website Look at methods for gaining consent Six possible responses to the ECPR Do nothing at all Take small (and slow) steps towards compliance Carry out cookie audit and improve on site privacy and cookie messaging Implement an implied consent mechanism for cookies Assume consent only if users click to accept cookies Use interruptive messaging to ensure that customers actively opt-in or out. Providing information on cookies and privacy Examples of consent mechanisms Three possible consent mechanisms Modal dialogue Status bar Warning bar Cookie consent: examples from websites Cookie consent: key considerations Further resources Our consultancy services Econsultancy reports Econsultancy blog posts Other resources  Download a copy of the report to learn more.  A free sample is available for those who want more detail about what is in the report.

Overview The Progression of Agency Value: Developing a Model for Agency Maturity in a Digital World report, published in association with Adobe, aims to identify the key challenges faced by agencies in a fast-changing marketplace. The study looks at how they are responding trhough their own use of technology and the required adaptations of skillsets, processes and behaviours. The 59-page report also provides a broad-based model for agency maturity incorporating the essential component areas arising from the research (data, technology, skills and culture). About this report This best practice guide, written by renowned blogger, writer and consultant Neil Perkin, involved two main research phases: Phase 1: This first phase involved a series of in-depth interviews with a broad range of senior agency contacts across different agency types. A total of 21 in-depth interviews were conducted. Phase 2: Research into existing thinking, issues, examples and models relevant to a comprehensive consideration of the evolution of agencies and their use of technology.  Table of contents Foreword   Executive Summary Introduction Aims and methodology of the research Scope of the research Challenges Rate of change What is the role of the agency? Convergence, commoditisation, and proliferation Commoditisation of services Divergence / convergence of services Proliferation of platforms / devices / channels The challenge of technology Understanding the role of technology Implications on structures, resourcing, skills and culture Budgets and investment Complexity Big data Joining up data Automation and attributing value The shift to platforms Speed of adoption / transition The Progression of Agency Value The progression of economic value The progression of agency value Data A model for maturity in data The value in data The DIKW model Technology A model for maturity in technology The role of technology The development of technical capability The shift to platforms The move to the cloud Skills A model for maturity in skills The importance of technology skillsets The rise of the marketing technologist The tech talent time bomb Culture A model for maturity in culture Developing a digital culture Changing behaviour through doing The shift to platforms Fluid structures Two-pizza teams Approach to innovation A model for agency maturity The Opportunity for Agencies A new relationship with clients New technologies New partnerships and processes The role of creativity The “maths and the magic” The 70:20:10 model Differentiation in a digital world Further Reading Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report. In order to download a complimentary summary of the Progression of Agency Value report courtesy of Adobe, please visit http://agencydigitalmaturity.com.

Online Communities is a multipart series that guides marketers through the construction, upkeep, and leverage of a digital community. The four reports in this series aim to help marketers learn the best ways to conduct conversations across multiple platforms, come to understand the utility of email marketing, detail how to gather feedback, offer support, and, finally, convert community members into buyers. The author, DJ Waldow, is a marketer, social community manager and frequent blog author who writes from his experience building communities for clients in a variety of industries including retail, travel & tourism, and not-for profit. This first report in this series, published in January 2012, explores the foundational concepts of community, the advantages for companies who take the time to build them, and explores the preliminaries of using the largest community-facilitating digital services. The second report, published in April 2012, uses detailed case studies to demonstrate how brands can connect with an audience across multiple social media sites. Download the first two reports to learn more: Online Communities Part One: Starting a Community Online Communities Part Two: Engaging Your Community Across Multiple Platforms

About this report Online Communities Part Two: Engaging Your Community Across Multiple Platforms is the second report in a series of four that focus on digital community building. This 19-page guide uses detailed case studies to demonstrate how brands can connect with an audience across multiple social media sites. The first report in this series, Starting a Community, focused on establishing communities. This second report develops on that base and explores ways to engage, grow, and leverage your community. It includes sections that can help marketers to understand: How to use community engagement to provide customer service Ways to use social media to build reputation Leveraging communities for research Generating leads across multiple platforms The author, DJ Waldow, is a marketer, social community manager and frequent blog author who writes from his experience building communities for clients in a variety of industries including retail, travel & tourism, and not-for profit. Note: Part 3 of the Online Communities series – Growing Your Community: Email Marketing, the Digital Glue is coming in June, and will dive into ways to take your online community to the next level by taking advantage of email marketing.   Table of contents Introduction Online Community Engagement for Customer Service and/or Support H&R Block uses Twitter for customer service Online Community Engagement for Reputation Building Radian6 uses LinkedIn to showcase their industry knowledge Social Media Explorer uses Yammer for during & post event conversations ESPN asks fans to vote via Twitter and Facebook 4. Online Community Engagement for Research King Arthur Flour uses Facebook for company research Online Community Engagement for Increased Leads / Sales Thaifoon uses Twitter to find new customers The Trulia Community helps realtors find new clients Engaging Your Community – Summary

Overview Econsultancy's Marketing Attribution: Understanding Value Across the Customer Journey, sponsored by Google Analytics, is a survey and collection of interviews with marketers about the benefits of attribution across multiple channels, various approaches and technologies used, and the keys to success. About this report The customer journey from early exposure to sale increasingly involves multiple exposures across multiple channels. Marketing attribution is the practice of divining what role each channel has played in influencing and informing the customer on their way to purchase. Marketers continue to spend more on digital with every budget cycle, and they need to know how to best allocate across a bewildering array of options. Most attribution programs are in their early stages, and many marketers are struggling to find the information they know is out there. This report, produced by Econsultancy VP of Research (US) Stefan Tornquist, and sponsored by Google Analytics, uncovers the answers organizations desperately need in order to benchmark their efforts and succeed, using two phases of research: A survey with 607 marketers from around the world. Followup interviews about results, strategies, and tactics, with 22 marketers and agencies who are using marketing attribution in their work. The report explores the opportunities and benefits of attribution, as well as the realities and challenges it presents: What are marketers' top priorities for attribution? What benefits do organizations acheive? How do different methodologies compare? What are the principle obstacles to successful implementation? What is the trajectory of marketing attribution within the industry? Marketers who are thinking about, struggling to, or meeting early success with implementing an attribution program all stand to benefit from the results of this study. Marketers need to know, now, what channels are working, what isn't, and how they interplay and assist one another.  Table of figures Figure 1: Goals for Attribution Figure 2: Benefits of Attribution Figure 3: Most Common Methods of Attribution Figure 4: Primary Attribution Technologies Figure 5: Effectiveness of Attribution Methods Figure 6: Primary Impact of Attribution on Digital Spending Figure 7: Changes to Channel Investments Resulting from Attribution Figure 8: Barriers to Attribution / Keys to Success

Overview Contributions from: Bob Apollo, James Fairweather, Mike Berry, Neil Mason, Mark Brill, Peter Abraham, Catherine Toole, Nichola Stott, Kath Pay, Jay KerrPages: 28 pages Structure: B2B roundtables covered include: lead scoring and nurturing; social media optimization and measurement; customer experience and conversion; customer relationship management (CRM); mobile marketing; managing digital teams; content marketing; integrated search; email marketing. About this Guide The guide focuses on the B2B digital marketing trends highlighted by B2B client-side digital marketers whilst at Digital Cream London 2012. Along with an introduction to the broad B2B digital market in the UK, each section contains information about the challenges faced by B2B marketers and how they are solving them in their companies.  The guide has been authored adhering to the Chatham House Rule under which all Digital Cream events operate, which means that for confidentiality no specific company or person (other than the moderators) have had their quotes and experiences attributed. Table of contents Introduction About Econsultancy The B2B Market Roundtable discussions Lead scoring and nurturing Social media optimisation and measurement Customer experience and conversion Customer relationship management (CRM) Mobile marketing Managing digital teams Content marketing Integrated search Email marketing Marketing automation Download a copy of the report to find out more.  This trends briefing is free to download to all registered members. Registration takes only a few moments, and our Bronze membership level is free. Further reports from Econsultancy The careers guide is just one of many free reports available for all registered members of Econsultancy. Or, become a paid member today to gain access to our entire collection of industry leading reports.

About this report Best Practices in Digital Display Advertising: How to make a complex ecosystem work efficiently for your organization is a 49-page, comprehensive exploration of display display advertising. Advertising online is a process that can involve multiple agencies and numerous technologies, all as part of a nominally creative endeavor. The guide explains and organizes this world so marketers can make better decisions and increase efficiency. Display advertising is a key piece of the digital puzzle for marketers who are planning campaigns to build brands or achieve direct response. This report guides both experienced and beginning marketers through the vagarious, necessary, vendors, and explains their role and functions in the incredibly complicated display advertising ecosystem. Topics covered extensively include disruptive emergent technology, key changes to well-known and established services, guidance on planning, and how-to advice for discovering, segmenting, buying, serving, measuring and attributing digital media ad units. Table of contents About Econsultancy About the Author Introduction Background to this Report Who is this Report for? The Digital Display Ecosystem The Demand Side The Supply Side In the Middle: Technologies Driving the Ecosystem SSPs and Publisher Tools Data Suppliers and Providers: The New Data Ecosystem Guide to Segmentation Data Ad Networks DSPs and Trading Desks Ad Serving and Workflow Management Tools Research, Verification, and Attribution Chapter Summary: Ecosystem Best Practices Media Buying and Management Ad Workflow Platforms Workflow Platforms Trading Desks Demand-Side Platforms Self-Service Platforms Chapter Summary: Media Buying and Management Attribution Collection and Storage: Scale, Cost, and Ownership Consolidation and Insights: Welcome to the (Second and Third) Party Making it Work Final Thoughts Available DMPs, by Type Third Party Data Exchanges / Platforms Legacy Networks Pure Play DMPs Audience Measurement Chapter Summary: Attribution Download a copy of the report to learn more.  A free sample is available for those who want more detail about what is in the report.

Overview Author: Jake Hird, Andrew Warren-Payne, EconsultancyPages: 268 pages Structure: Market trends and issues; SWOT analysis; tips and pitfalls; profiles of 36 UK agencies; summary matrix and charts (for comparing agencies) About this Guide The guide focuses on the UK search engine optimisation (SEO) marketplace, with detailed information about the trends and issues affecting this particular digital marketing sector. The report contains profiles of 36 leading UK agencies, as well as advice about how to find the right agency. There is also extensive insight from individuals on the front-line of the UK's SEO industry. Contents The report starts with a look at trends in the marketplace, as well as our analyst estimates for SEO spending during 2011. Trends within this market include: Google maintains and reinforces its near-monopoly in search Social signals become more important in organic search The growth of mobile poses new challenges The boundaries of SEO as a digital discipline blur Client demands push development of proprietary technology Multi-language, multi-territory strategies increase in importance Table of contents Introduction About Econsultancy Executive Summary The Market Market Value and Growth Market Trends Google maintains and reinforces its near-monopoly in search Social signals become more important in organic search The growth of mobile poses new challenges The boundaries of SEO as a digital discipline blur  Client demands push development of proprietary technology Multi-language, multi-territory strategies increase in importance Return on Investment Strengths, Weaknesses, Opportunities and Threats (SWOT) Strengths Weaknesses Opportunities Threats Costs and Pricing Models Method of charging Different fee structures Cost of SEO Tips and Pitfalls Introduction How to find the right agency Costs Clients Service, performance and delivery Market Positioning Charts Market positioning overview: Services Market positioning overview: Company culture Supplier Matrix Supplier Marketplace and Profiles 4Ps Marketing Barracuda Digital Browser Media Caliber Interactive ClickThrough Marketing Distilled dotSearch Epiphany Fast Web Media Greenlight Guava Harvest Digital iCrossing iProspect I Spy Marketing Koozai Lakestar Media LBi and bigmouthmedia Leapfrogg Digital Marketing Make It Rain OMD Propellernet Receptional Ltd Search Laboratory SEOptimise SiteVisibility Steak Stickyeyes Strategy Internet Marketing Summit Media Tamar The Media Flow VCCP Search Vertical Leap Verve Search White Hat Media You can download the free sample of the report. Who is this guide for? It is aimed at marketers looking to outsource the management of SEO activity, or to review their existing agency relationships. The document is also relevant to anyone interested in understanding the current state of the UK natural search landscape. The report is focused on the UK market, but much of the content is relevant for those operating in other international markets. Related resources We recommend that you also read our Search Engine Optimisation (SEO) - Best Practice Guide before engaging agencies. We have also published a Paid Search Agencies Buyer’s Guide which complements this report.    

In March 2012, Econsultancy ran a short poll of more than 700 marketers about the new EU e-Privacy Directive to see how companies are preparing for the new legislation ahead of the May 26 deadline. The 141-page report contains the results from a short poll, where marketers were asked 10 questions about the new EU cookie legislation. This freely available report contains the full findings of the survey and documents all the additional comments made by respondents for each question.  The findings look at the proportion of marketers that have read the EU Directive, how well companies understand their options, and the perceived impact of the new laws on the user experience. The report also contains a wealth of insight through verbatim comments, which have been published in full. Econsultancy is currently helping a number of European companies navigate the road to compliance, so do contact us if you'd like some help.  (UPDATE, 18 April 2012: Our new best practice guide, The EU Cookie Law: A Guide to Compliance, explains the legislation as far as it affects UK online businesses, sets out some practical steps that you can take towards compliance, and includes examples of how websites can gain users’ consent for setting cookies. Do check it out.) Table of contents About Econsultancy Methodology Findings Companies who have read the EU e-Privacy Directive Date of the new EU cookie law Guidance from the UK’s ICO Audit of cookie usage Understanding which cookies are “strictly necessary" Understanding of the user interface options Exemption of analytics tracking from Directive Understanding of web users about cookies and consent Is the EU e-Privacy Directive a good development? Sources of information and guidance about the EU  e-Privacy Directive The findings are summarised on our blog here. Download the free report to find out more now. 

This report is the first product of the Digital Vision project, an effort to help new thought leaders get their insight out into the digital marketing world. Digital marketers have spent the better part of the last decade studying trends in media consumption, and many analysts have made comparisons of social media platform users to tribes. Phrases like “neo-tribe” and “digital tribes” have, in some corners, become popular descriptions of the individuals who have banded together in groups and built communities around communications software.  But, what is a tribe? How do they work? And what can digital marketers learn from studying them? Digital Vision grant winner Allison Aldridge-Saur argues that three distinct elements are necessary for a tribe to form: Language, Culture, and Organization. Each of these “Tribal Pillar” will be explored at length separately over the next few months.  Digital Tribes I: Naming begins the series by introducing the concept of tribes, offering a brief history, and exploring some tribal digital communities of the present before exploring the topic of how names are vital to the identity of online communities. This report examines the construction of private languages, jargon, symbols, and naming practices for communities, individuals and events. Table of contents Introduction The Word “Tribe” Definition and a Wee Bit of History Tribal Pillars for the Digital Space The First Pillar: Language Jargon Language Symbolic Language Naming Tribe’s (group’s) Name Naming Individuals Naming Events

Econsultancy's Smart Packs are short guides for marketers who need to quickly get caught up with ideas on the cutting edge of rapidly changing areas in digital technology. This Smart Pack: The Social Shift in Internal Communications examines not only how companies are using social media to communicate internally, but also how social media is altering conventional production methods to include teams of 'on-demand' networked freelancers. All personal and business relationships are currently being impacted by the new technologies of interpersonal digital mediation. Social media is changing more than just how consumers communicate to one another - it's changing companies as well. This report addresses the trends of "Bring Your Own Device," workplace decentralization, and the consumerization of software interfaces. It prognosticates about what the implications of these trends will be, and what future of work will be like. It also: Examines digital companies like Gawker, Elance and oDesk, that are pioneering new frontiers of collaborative labor and media consumption. Explores what digital communication tools companies are commonly using today, and offers advice on implementation. Includes three interviews about implementing internal communications technology from the perspectives of: Catherine Glover, Director of Social@Ogilvy Daniel Beckmann, Co-Founder of the startup IB5k Anonymous, Condé Nast Table of contents Introduction About Econsultancy Digital Media and Internal Communications 'Internal communications' are changing Trend: BYOD Trend: Consumerization and workplace decentralization Why these trends are generally a good thing for businesses Flat communication hierarchies can drive innovation Increase employee engagement Build digital competence in a safe place Improved productivity (reduced costs and increased profit) Where we’re headed: The next few years This may not be the Brave New World we think it is Ideas in review Signs of the Future: Examining Outliers Gawker: consistent teams, collaborative single-product creation Elance & oDesk: distributed, metered production What Are Companies Doing? Digital communication tools Implementation Strategic direction Limiting factors Interview: The rise and fall of Truffles, a centralized internal net Tales of Woe: What Can Go Wrong? A Recommended Approach Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report.

The sixth annual Email Marketing Industry Census, sponsored by Adestra, is based on the largest UK survey of email marketers. The census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels. This year's study shows how companies adopting best practice such as testing and segmentation, and using email platform functionality beyond basic 'batch and blast', are significantly more likely to see a strong financial return from their campaigns.  Over 800 respondents took part in the 2012 Census, which took the form of an online survey in January and February 2012. The 83-page 2012 census report, also summarised in presentation format, contains insight and comment from leading experts in the email marketing world and associated digital sectors, including: Andrew Campbell, Managing Director, 20:20 Dialogue Dan Barker, Independent E-business Consultant James Gurd, Owner, Digital Juggler Kath Pay, Email Marketing Consultant and Trainer, Plan to Engage Mark Brownlow, Publisher of Email Marketing Reports and Editor of ‘No Man is an Iland’ blog Morgan Stewart, Co-Founder and CEO, Trendline Interactive Richard Gibson, Director of Client Services for Northern Europe, Return Path Steve Kemish, Director, Cyance and Chair of IDM Digital Marketing Council Tamara Gielen, Email Marketing Consultant and Trainer, Plan to Engage Tim Watson, Founder, Zettasphere, and Email Council Member at Direct Marketing Association    The report findings are divided into the following sections: Approach to email and use of ESPs Volume of email and budget Effectiveness and practices Deliverability Integration Social media Mobile Email marketing focus Highlights from the findings include: The vast majority of responding companies (70%) rate email as 'excellent' or 'good' for return on investment. Only 40% of responding companies use an ESP for more than the basic broadcast of email. Companies using their ESP for additional functionality report higher ROI. Less than a third of companies regularly test their email marketing campaigns. Over a third of companies have no strategy in place for email on mobile devices.   Table of contents Executive summary and highlights Foreword by Adestra About Econsultancy About Adestra Acknowledgements Methodology Findings Approach to email and use of email service providers Approach to email marketing Use of ESP beyond basic broadcast of email Range of ESP services used Proportion of email functionality used Volume of email and budget Number of emails sent Online marketing budget split Annual spend on email marketing Effectiveness and practices Ranking of channels for return on investment Email marketing practices Use of triggered emails Amount of testing Types of testing Barriers to effective use of email Deliverability Impact of priority inbox features Impact on improving email deliverability Data security Integration Level of integration Barriers to effective email integration Social media Relationship between email and social media activity Generating social media activity through email Social media and the future of email Mobile Email marketing focus Appendix – Respondent Profiles Email marketing role Number of employees Business sector Types of audience targeted Geography Turnover You can download a free sample of this report to learn more.

Our second Digital Cream Dubai event on 21 February 2012 brought together 130 regional senior client-side marketers for an intense day of knowledge sharing on online marketing and e-commerce. Attendees included the heads of digital from leading regional brands including Jumeirah Group, Etihad Airways, Abu Dhabi Islamic Bank, Dubai Financial Market, Explorer Publishing and Mubadala.  Presentation from Digital Cream Dubai event on 21 February 2012  in Dubai, UAE. Econsultancy CEO Ashley Friedlein presented the findings from Econsultancy's State of Digital in MENA 2012 report, looking at current trends in the Middle East and North Africa. Tweets from the event @dollz87 Productive day at #DCD12 - great seeing new and old people!  @Econsultancy roundtables are the most insightful digital marketing events.. successful day at #DCD12 @abbasalidina: After first 2 sessions, biggest challenge in social media is measurement and ROI #DCD12  @asifmumtazkhan Had a great day at the Digital Cream Dubai #DCD12. Met an exclusive club of digital peers from the Middle East, learned fab stuff! Rocking!  @dollz87 @Alex_Vaidya loved your talk at #DCD12 - great insights! 

The SoDA Report, produced by the Society of Digital Agencies, features the Digital Marketing Outlook Survey conducted by Econsultancy. The survey includes budget, industry and media trends based on answers from 650+ digital marketing professionals from brands, agencies, and production companies. Adding context to the data collected in the Survey, the report includes over 20 essays by thought leaders and agency luminaries. Among these, Econsultancy's head of research in the US, Stefan Tornquist, has contributed a piece on the growth and promise of marketing attribution. Other topics include the nature of the agency relationship in the digital age, how to grow truly strategic relationships and the changing online consumer. The report features perspectives and insight assembled into five sections: Industry Insider Modern Marketers People Power Tech Talk Case Studies About SoDA SoDA is an international association of respected digital marketing leaders and entrepreneurs with a history and a vision for the future of marketing. SoDA remains an extremely selective association of the world’s most preeminent companies with digital DNA. Membership includes 60 leading digital agencies and elite production companies with offices in 24 countries on five continents.

The State of Digital Marketing in MENA report, published by Econsultancy (and supported by ArabianBusiness.com), looks in detail at use of different traditional and online marketing channels in the Middle East and North Africa. The report also looks at how companies are using social media for marketing, how businesses are measuring marketing effectiveness and examines the barriers to digital marketing and e-commerce in the region. More than 400 companies participated in this research, which took the form of an online survey between December 2011 and January 2012.  The 57-page report includes sections on:  Marketing budgets Use of marketing channels Social media marketing Effectiveness and return on investment  Staffing and skills  There are six main findings in the research:   Investment in digital is rapidly growing in the Middle East. Marketers are using traditional channels in conjunction with emerging disciplines Beyond restricted budgets, company culture is preventing further investment in digital Social media marketing continues to thrive in the Middle East Marketers continue to grapple with measuring effectiveness and return-on-investment Agencies report the skills gap is preventing clients from making the most of digital marketing Table of contents Executive Summary and Highlights Introduction by ArabianBusiness.com About Econsultancy About ArabianBusiness.com Methodology and sample Type of organisation Findings Marketing budgets Annual company revenue Annual marketing budget Annual digital marketing budget Proportion of marketing budget spent on digital Plans for overall marketing budgets in 2012 Increase in overall marketing budgets Plans for digital marketing budgets Increase in digital marketing budgets Changing budgets for digital marketing channels Biggest barriers to investing more money in digital Use of marketing channels Offline channels used for marketing Online channels used for marketing Mobile channels used for marketing Social media marketing Extent of social media marketing Investment in social media Creating content as part of social media activity Websites used as part of social media activity Use of Facebook Use of Twitter Value from social media investment Effectiveness and return on investment Metrics used to measure marketing effectiveness Understanding of ROI from digital Understanding of senior executives about digital channels Proportion of revenue driven by digital channels Local issues affecting ability to exploit e-commerce Staffing and skills Level of digital knowledge within organisation Support for digital marketing activities Investing in digital skills and capabilities Appendix Job roles Type of agency B2B / B2C focus Industry / sector Download a copy of the report to learn more.  A free sample is available for those who want more detail about what is in the report.

Overview Author: Monica Savut, Econsultancy Pages: 283 Structure: Market trends and issues, SWOT analysis, tips and pitfalls, profiles of 21 vendors, summary matrix and charts (for comparing vendors) About this guide The Content Management Systems (CMS) Buyer’s Guide is a great resource for organisations who are trying to understand what platforms are on offer in this complex marketplace. The report contains market research and trends, plus tips (and pitfalls to avoid) to help you find the right web content management (WCM) supplier. The report is relevant for both enterprise-level buyers and SMEs. Contents The report starts with a look at the recent trends in the content management industry, as well as an assessment of the sector's strengths, weaknesses, opportunities and threats. Trends covered in this guide include: Consolidation continues as independent WCM solutions are integrated into enterprise software suites. Marketers take control of web content and focus on business outcomes. "Out-of-the-box" content management systems morph into web experience management solutions. WCM brings content and context together to maximise customer engagement. Demand for agile development drives growth of cloud-based solutions. Table of contents Introduction About Econsultancy Executive Summary The Market Market overview Market trends Consolidation continues as independent WCM solutions are integrated into enterprise software suites Marketers take control of web content and focus on business outcomes “Out-of-the-box” content management systems morph into web experience management solutions WCM brings content and context together to maximise customer engagement Demand for agile development drives growth of cloud-based solutions Return on investment Strengths, Weaknesses, Opportunities and Threats (SWOT) Strengths Weaknesses Opportunities Threats Costs and Pricing Models Tips and Pitfalls Introduction Do you fully understand your requirements? Have you assessed the resources you have available? Internal resources Costs What is the pedigree of your supplier? Evaluating the technology Are you future-proofing your content management system? Market Positioning Charts Explanation for Chart 1: Target market Market positioning overview: Target market Explanation for Chart 2: Technology focus Market positioning overview: Technology focus Supplier Matrix Supplier Marketplace and Profiles Adobe CQ Alterian Amaxus (Box UK) Blaze (Byte9) concrete5 Cookie Jar (Solid State Group) Drupal (Acquia) Ektron EPiServer GOSS Interactive IBM Web Content Manager Joomla (Open Source Matters) LavaSuite Content (DesignUK) Limelight Networks Dynamic Site Platform OpenText Web Experience Management SDL Tridion (SDL) SilverStripe Sitecore Squiz Matrix (Squiz) TERMINALFOUR TYPO3 The report contains profiles of the following platforms: Adobe CQ, Alterian, Amaxus (Box UK), Blaze (Byte9, formerly WORKSsitebuilder), concrete5, Cookie Jar (Solid State Group), Drupal (Acquia), Ektron, EPiServer, GOSS Interactive, IBM Web Content Manager, Joomla (Open Source Matters), LavaSuite Content (DesignUK), Limelight Networks Dynamic Site Platform, OpenText Web Experience Management, SDL Tridion (SDL), SilverStripe, Sitecore, Squiz Matrix (Squiz), TERMINALFOUR, TYPO3 The following vendors were invited to take part but declined to submit profiles for this report, or could not meet the deadline: Alfresco, Percussion (CM System), dotAgency (dotEditor), ExpressionEngine, Oracle (FatWire), e-Spirit (FirstSpirit), Symphony, VYRE and WordPress. Who is this guide for? It is primarily aimed at organisations who are looking for a content management system or reviewing their existing capability. It is also relevant for others, including vendors and analysts, who want to research this market. Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report.

About the careers guide This guide aims to provide constructive advice for students and graduates looking to enter the digital marketing and e-commerce industries. This guide provides information on: What digital marketing and e-commerce is What digital marketers do and why you should consider joining them The different jobs available in digital marketing How to prepare for your job hunt and land your first job How to manage your career once you get started What further resources you can consult to find out more about digital marketing We also feature expert advice from companies within the industry on what they look for in students and graduates. Table of contents Introduction Who this guide is for About Econsultancy Acknowledgements About digital marketing and e-commerce The definition of digital marketing and e-commerce What do digital marketers do? Reasons to consider a career in digital marketing and e-commerce Where to work in digital marketing Client-side, Agency, or Vendor Digital disciplines Preparing for a job in digital marketing or e-commerce Organise your time effectively Find out what you want Assess your current skills and experience Improve your skills and experience Develop a passion and interest for digital Nurture a suitable online presence Finding and getting the job you want The importance of research Where to look for the job you want Graduate schemes Direct to companies Recruitment agencies Job boards Networking Applying for and securing the job Writing an effective CV and covering letter Preparing for interview Managing your career Keep a record of your achievements Create a career development plan Identify what roles you might like to do in the future Look at the requirements for those roles Assess your current position Create a plan for gaining the skills and experience required If required, get support for your plan Further reports from Econsultancy The careers guide is just one of many free reports available for all registered members of Econsultancy. Or, become a paid member today to gain access to our entire collection of industry leading reports.

Econsultancy's fourth Quarterly Digital Intelligence Briefing, produced in partnership with Adobe, aims to distil a plethora of data and discussion points into some key digital trends, challenges and opportunities which businesses should be paying close attention to during 2012. The report is based on a survey of around 600 business respondents predominantly in the United States and Europe. The following sections are featured in the report: Introduction – Identifying marketing priorities and trends for 2012 Should social be the top priority? The new world of marketing needs techies and mathematicians Online and offline – a two-way path to optimisation Why not make conversion rate optimisation a priority? Growing need for real-time response The right mix – experimentation versus the tried-and-tested Mobile optimisation no longer a 'nice to have' Findings include: Social programmes have proliferated, but many have so far failed to produce the revenue to support them. A lack of technical skills within marketing departments is regarded as a 'key challenge' for 29% of businesses and something which is 'on the radar' for a further 49%. Mobile optimisation is the fifth most frequently cited priority for client-side respondents, after social media engagement, content optimisation, conversion rate optimisation and viral marketing. Download a copy of the report to learn more.  A free sample is available for those who want more detail about what is in the report.

Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by Adobe, look at some of the most important trends affecting the marketing landscape. The first report in this series was published in July 2011 and looks at some of the industry trends that are helping to define how companies are shaping and implementing their digital marketing strategies. Respondents were asked about the perceived impact that a number of trends are having on their own (or their clients') businesses, and more specifically about mobile and social media measurement.  The second instalment, published in September 2011, addresses more directly the impact of marketing technology on business by looking at the level of uptake for a range of digital-related technologies, their impact on the bottom line and their cost in time and other resources. As with our first briefing, we also asked responding companies whether they agreed or disagreed with a number of statements, this time technology-related. The third briefing in this series, published in December 2011, looks at the extent to which organisations use social data, what is preventing them from harnessing social data as effectively as they would like, their approach to social CRM and the role of social signals for determining search rankings. The fourth briefing in this series, published in February 2012, is dedicated to the identification of trends and challenges which are (or should be) at the top of marketers' digital agenda over the coming year. Download the four briefings to learn more: First Quarterly Digital Intelligence Briefing - July 2011 Second Quarterly Digital Intelligence Briefing - September 2011 Third Quarterly Digital Intelligence Briefing: Social Data - December 2011 Fourth Quarterly Digital Intelligence Briefing: Digital Trends for 2012 - February 2012 Free samples are available for those who want more detail about what is in the reports.

About the careers guide This guide aims to provide constructive advice to UK-based senior digital professionals and those aspiring to such roles. Contained within this guide: The key challenges for digital leaders, including how to identify what you want from your career and the different points to consider when advancing your career. A discussion of digital leader roles, including examples from both the client and agency side and advice on working in either a freelance or consultancy role. The skills required to be a leader, including practical examples of when these skills were used well and not so well. Looking ahead for your career, featuring advice on improving your skills and experience. Our Recruiter and Executive Search Directory, providing 14 companies who could help you secure the job you want. The digital salary survey, provided by Cogs Agency, which can give you an indication of what you could be worth. We also feature expert advice from 17 current digital leaders throughout the guide on what they have done in their careers. Table of contents Introduction About Econsultancy About the Author Acknowledgements The key challenges for digital leaders Knowing what you want Your job title Finding the right employer Setting clear expectations with recruiters Tapping into the informal recruitment process Generalism vs specialism Conservatism v innovation Embracing failure Building relationships Sliding doors – the other side of the fence Digital leader roles Client side Digital agencies and technology service providers Consultancy Handling the move from operational to consulting Freelancer/Contractor What skills do you need to be a leader? Commercial awareness and strategic vision Clear communication Becoming an influencer Providing leadership Resource management and prioritisation Conflict management React and adapt Other key attributes Looking ahead Improving your skills and experience Taking the next steps Recruiter and Executive Search Directory Bearing Partnership Beringer Tame The Blueprint C4commerce Cogs Agency Cranberry Panda DNA | Dynamic New Alliances Just Digital PFJ Propel Executive Puregenie Digital Recruitment Quest Search and Selection Rubicon People Taylor Made Recruitment Salary Survey – Provided by Cogs Agency Creative Development Sales and Marketing Client Services Project Management / Producers Strategy User Experience Brands / Clientside Download a copy of the report to find out more.  The careers guide is free to download to all registered members. Registration takes only a few moments, and our Bronze membership level is free. Further reports from Econsultancy The careers guide is just one of many free reports available for all registered members of Econsultancy. Or, become a paid member today to gain access to our entire collection of industry leading reports.  

New digital devices and services are causing large shifts in online behavior, altering how consumers are using email. Marketers are responding to the new mix, and adjusting their email strategies to compensate. Challenges abound, but there are also new opportunities just waiting to be maximized. This 42-page study, asks over 450 in-the-trenches North American email marketing experts about: Integrating email and social media Email use trends Spending trends & Budget distribution Segmentation & Personalization  Automation Benchmarking KPIs Conducted in partnership with the Email Experience Council of the Direct Marketing Association, this report features 45 charts, covering a range of topics, and broken down by target market. It will be an asset to all levels of marketers, from beginners who are just learning about email marketing, to experienced professionals seeking to benchmark their performance and outlook against their peers.   Table of Contents Introduction Executive Summary Challenges to Email Email and Social Testing and Tracking Budgeting and Financial Metrics Email Benchmarks Personalization & Segmentation List Size and Growth Automation Improving Email Performance Methodology and Respondent Demographics   Table of Figures Figure 1: Challenges to Future Success in Email Figure 2: Clients’ Use of Email: The Agency View Figure 3: Social and Email Integration Figure 4: Social and Email Integration (B2C) Figure 5: Social and Email Integration (B2B) Figure 6: Email Factors Tested Figure 7: Email Factors Tested (B2C) Figure 8: Email Factors Tested (B2B) Figure 9: Email Metrics Tracked Figure 10: Email Metrics Tracked (B2C) Figure 11: Email Metrics Tracked (B2B) Figure 12: Email Budget Distribution Figure 13: Email Budget Distribution (B2C) Figure 14: Email Budget Distribution (B2B) Figure 15: Financial Metrics Tracked Figure 16: Financial Metrics Tracked (B2C) Figure 17: Financial Metrics Tracked (B2B) Figure 18: B2C Lead Generation – Newsletter Benchmarks Figure 19: B2C Lead Generation – Sales Email Benchmarks Figure 20: B2B Lead Generation – Newsletter Benchmarks Figure 21: B2B Lead Generation – Sales Email Benchmarks Figure 22: B2C Direct Sales – Newsletter Benchmarks Figure 23: B2C Direct Sales – Sales Email Benchmarks Figure 24: B2B Direct Sales – Newsletter Benchmarks Figure 25: B2B Direct Sales – Sales Email Benchmarks Figure 26: Definitions of Inactivity Figure 27: Factors in Personalization/Segmentation Figure 28: Factors in Personalization/Segmentation (B2C) Figure 29: Factors in Personalization/Segmentation (B2B) Figure 30: Preferences Offered to Subscribers Figure 31: Preferences Offered to Subscribers (B2C) Figure 32: Preferences Offered to Subscribers (B2B) Figure 33: Changes in List Size Figure 34: Changes in List Size (B2C) Figure 35: Changes in List Size (B2B) Figure 36: Effectiveness of Automated Triggers Figure 37: Effectiveness of Automated Triggers (B2C) Figure 38: Effectiveness of Automated Triggers (B2B) Figure 39: Word Cloud – “What’s the Key to Effective Email?” Figure 40: Respondent Organizations by Type Figure 42: Target Markets of Respondent Organizations Figure 43: Respondents’ Primary Conversion Goal Figure 44: Respondents’ Database Size (B2C) Figure 45: Respondents’ Database Size (B2B)

The Marketing Budgets 2012 Report, published by Econsultancy in association with Experian Marketing Services, looks in detail at how companies are allocating their online and offline marketing budgets in 2012.  The report compares spending trends - and ability to measure ROI - across different 'traditional' and digital channels.   More than 500 companies, mainly from the UK, participated in this research, which took the form of an online survey between December 2011 and January 2012. The report includes the following sections: Marketing budgets Investment in technology and resources Marketing effectiveness and ROI Barriers to further investment We have identified six key trends: Digital continues to be a key priority for marketers in 2012 Companies are recruiting more staff, but shortage of talent is still preventing them from fully harnessing digital marketing More companies embrace digital marketing technology, with a focus on measuring and optimising business performance The big paradox: social media marketing is the fastest-growing channel in terms of investment, but remains the hardest to measure Television remains one of the most enduring media for brand advertising Mobile penetration and engagement have reached a tipping point, but ad spend still lag behind   Table of contents Executive Summary and Highlights Foreword by Experian Marketing Services About Econsultancy About Experian Marketing Services Methodology and Sample Methodology Respondent profiles Findings Marketing budgets Proportion of budget spent on digital Proportion of revenue derived from digital marketing spend Plans for overall marketing budget Increase in overall marketing budget Plans for digital marketing budget Increase in digital marketing budget Plans for traditional (offline) marketing budget Increase in traditional (offline) marketing budget Change in budgets for digital marketing channels Change in budgets for offline marketing channels Investment in technology and resources Investment in digital marketing team Plans for digital marketing technology spend Investment in digital marketing technologies Investment in mobile channels or technologies Marketing effectiveness and ROI Understanding of ROI from digital channels Understanding of ROI from traditional marketing channels Ability to measure ROI from digital channels Barriers to further investment Appendix 1: Respondent Profiles Geographic location Job roles Type of companies – supply-side respondents Industry sector B2B / B2C focus Annual company revenue Annual marketing budget Appendix 2: Marketing Budgets by Region Download a copy of the report to learn more.  A free sample is available for those who want more detail about what is in the report.

The State of Digital Marketing in Australia report, published by Econsultancy in association with Marketing Magazine, looks in detail at the current level of spending across different traditional and online marketing channels across Australia. More than 500 companies participated in this research, which also looks at how companies are measuring marketing effectiveness, examines the barriers to digital marketing and e-commerce in the region, as well as assessing the existing levels of industry skills and knowledge.  The 50-page report includes sections on:  Marketing budgets Use of marketing channels Use of marketing technology  Barriers to digital marketing Barriers to e-commerce Measuring marketing effectiveness Industry skills, knowledge and support benchmarking There are six key findings apparent from this research:  Marketers are shifting their focus towards digital  Established disciplines are being complemented by emerging channels Barriers to increasing digital activity go beyond the financial  There is a digital skills knowledge gap  Senior managers are failing to lead from the top  Consumer online behaviour is widely underestimated and misinterpreted  Table of contents Executive summary and highlights Introduction by Marketing Magazine About Econsultancy Marketing Magazine Methodology and sample Methodology Respondent profiles Findings Budgets Use of marketing channels Outsourcing digital activity Use of technology Measuring marketing effectiveness Return on investment Barriers to digital marketing Issues affecting digital marketing and e-commerce Local barriers to increasing digital revenue streams Knowledge, skills and support Appendix Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report.

Overview The second annual Econsultancy report on Media Growth Trends is an in-depth continuation of last year’s study, in partnership with The Jordan, Edmiston Group, Inc. JEGI is the leading independent investment bank for the media, information, marketing services and technology sectors. The goal for this report was to capture senior media, information, marketing services and technology executives’ outlook on growth opportunities and key challenges as the industry continues to respond to dramatic changes in the media and technology landscape. About This Report The survey, conducted by Econsultancy in the third quarter of 2011 in conjunction with JEGI, was fielded to top executives at businesses across the media, information, marketing services and publishing technology sectors. Nearly 90% of the respondents described themselves as being CEOs, CMOs or members of the Board of Directors for their organization.  The latter part of the two-phased approach included qualitative, one-on-one discussions with selected respondents to explore the context behind the data. Coinciding with Jordan, Edmiston’s 25th anniversary of serving these fast-changing and dynamic markets, this year’s survey saw more than 300 c-level executives globally provide their insights and outlook on business in 2012. This year’s report builds on the findings of last year, while adding to the scope of discussion. Emerging topics include the need for faster product development, the role of technology in product development and the strategies for attracting hard to find talent.  Questions that the Media Growth Trends Report 2012 addresses: How can large, traditional publishers compete with nimble, digital-only or digitally centric competitors? What are the necessary components for successful new product development? How do you attract skilled talent, and once you do, how do you integrate, retain and compensate them accordingly? What is the role of acquisition in publisher's plans for 2012, and what obstacles do they face? How does the ever present topic of “big data” relate to new product development for publishers? How are publishers allocating capital budgets to key areas such as technology, talent and acquisitions? Table of Contents Foreword from JEGI Executive Summary  Methodology  Growth Drivers  Challenges to Growth  Mergers and Acquisitions  Investment Breakdown  Respondent Demographics Table of Figures Figure 1: Growth Drivers  Figure 2: Cloud – Capitalizing on Growth Opportunities  Figure 3: Systemic Barriers to Growth by Revenue Size  Figure 4: Cloud – Overcoming the Systemic Obstacles to Growth  Figure 5: Internal Barriers to Growth by Company Revenue  Figure 6: Cloud – Overcoming the Internal Barriers to Growth  Figure 7: Expectation of Acquisition(s) in  Next 12 Months  Figure 8: Expectation of Divestiture(s) in  Next 12 Months  Figure 9: Financing Acquisitions in the Next 12 to 24 Months  Figure 10: Challenges to Acquisitions  Figure 11:  Share of Capital Investment in Next 12 Months  Figure 12:  Cloud – What Investment is Paying the Best Dividends?  Figure 14: Company Revenue  Figure 15: Type of Company by Sector  Figure 16: Respondent Titles

Overview Our Smart Packs explore rapidly changing areas in marketing, and quickly bring marketers up to the cutting edge. This Pack, The Fundamentals of Digital Discounting explores one of the hottest topics of the past year. Digging deep to cut through the hype, it outlays basic effects of discounting, then builds up through cultural and technological change, strategic shifts, and the new tactical opportunities for marketers that are being capitalized upon by companies like Groupon, Amazon, Gilt, and more. About this report The digital discounting industry has seen some explosive growth over the past few years, and new competitors are entering the field daily. How are marketers supposed to keep up? This Smart Pack, The Fundamentals of Digital Discounting, pulls back from the relentless focus on industry changes, and pins down the few basic concepts that have remained stable. What is a discount, and why do it? How can companies and brands make sure that a discount contributes to an overall strategy? How do consumers respond psychologically to discounts? This report asks these strategic questions, then moves to the tactical: Explain the strategy-altering changes being wrought by technology Identify the new discount marketing opportunities that have resulted because of change Note the companies that are attempting to leverage those new opportunities This report will help marketers to understand for themselves what the differences are between the various third party vendors crowding the discount space, and how to evaluate their offerings. It also will be useful to marketers who are attempting to build their own sales channel through which they intend to provide discounts. Finally, it analyses three different types of discounts "culled from the wild," collects quotes from marketers who have experimented with discounting, and ends with a series of questions for marketers to ask themselves before launching their next discount. Table of contents Introduction About This Report About Econsultancy What is a Discount? Why is Digital Discounting so Confusing? What Discounting Can Do Build brand awareness Create positive engagement Develop psychological compulsions Sell more while costing less Clear inventory while making consumers feel special Overview: What’s New? Hunting Down Wild Discounts Playing games: Grubhub.com Mobile targeting: Living Social Discount warehouse: Wal-Mart.com Daily Deal Experiences Questions for Review

Overview Author: Aliya Zaidi, Econsultancy Pages: 234 pages Structure: Market trends and issues, 20 supplier profiles  About this guide This buyer's guide is aimed at those who are investigating the market for email marketing platforms, with profiles of 20 leading suppliers. The 234-page guide, which has a UK focus, provides details on the issues and trends affecting this sector, as well as information about best practice and tips for choosing a suitable supplier. Contents Like all our buyer's guides, the report starts with a market valuation and a look at trends in the marketplace, as well as an assessment of this sector's strengths, weaknesses, opportunities and threats.Trends in this sector include:  Email continues to flourish as the inbox evolves; Cross-channel marketing bolsters further growth in email Location-based marketing provides quick wins for email  Multiple devices impact on email design  Demand for quality content and greater relevance Table of contents Introduction About Econsultancy Executive Summary The Market Market Value and Growth Market consolidation Size of market compared to other online marketing channels Market Trends Email marketing continues to flourish as the inbox evolves Cross-channel marketing bolsters further growth in email Location-based marketing provides quick wins for email  Multiple devices impact on email design  Demand for quality content and greater relevance Return on Investment – benefits of best-practice email marketing Strengths, Weaknesses, Opportunities and Threats (SWOT) Strengths Weaknesses Opportunities Threats Costs and Pricing Models Fully managed service SaaS / ASP Off the shelf – in house Tips and Pitfalls: how to find the right ESP Introduction What type of model is most suitable for your company? What kind of ESP are you looking for? Do you fully understand your own role and potential internal barriers to effective delivery? What are some of the criteria for selecting an ESP? Market Positioning Charts Explanation for Chart 1 – Company Focus Explanation for Chart 2 – Type of Solution Supplier Positioning Summary Company focus Type of solution Supplier Matrix Supplier Marketplace and Profiles Adestra Alterian Communicator Corp dotMailer eCircle e-Dialog Emailcenter Emailvision Emarsys ExactTarget Experian CheetahMail Lateral Group MailPerformance Neolane Newsweaver Pure360 RedEye Responsys Silverpop StrongMail The report contains profiles of the following vendors:  Adestra, Alterian, Communicator Corp, dotMailer, eCircle, e-Dialog, Emailcenter, Emailvision, emarsys, ExactTarget, Experian Cheetahmail, Lateral Group, MailPerformance UK, Neolane, Newsweaver, Pure360, RedEye, Responsys, Silverpop, Strongmail. . Who is this guide for? It is primarily aimed at organisations who are looking for an email service provider or reviewing their existing capability. It is also relevant for others, including vendors and analysts, who want to research this market. Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report.

About this report Passion takes time and care to grow, but building goodwill and a culture of support around a brand can ultimately cost little to maintain, and recoup huge benefits. Having or lacking a strong community of supporters can make or break a company. How can marketers be sure that their brand will have friends when it needs them? This 16-page guide is a practical introduction to community building, written by marketer, social community manager and frequent blog author DJ Waldow. He draws on his experience building communities for clients in a variety of industries including retail, travel & tourism, and not-for profit. It includes sections that can help marketers to understand: A look at what communities are, and how they work Ways that communities can be helpful to customers How communities can be useful to companies What the differences are between the three big digital community sites: Facebook, LinkedIn, and Google+ Best practices for the early stages of building a community on those sites Future reports in this series will dig more deeply into ways to engage, grow, and leverage your community. Readers will learn the best ways to conduct conversations across multiple platforms, come to understand the utility of email marketing, detail how to gather feedback, offer support, and, finally, convert community members into buyers.   Table of contents Starting a Community: Why, Where and How Starting a Community: Why? Why Do Online Communities Exist? (Customer Perspective) Why Do Online Communities Exist? (Company Perspective) Starting a Community: Where? Facebook Communities: Pages Facebook Communities: Groups Twitter Communities: Chats LinkedIn Communities: Groups Google+ Communities: Circles Google+ Communities: Hangouts Other Online Communities Starting a Community: How Starting vs. Joining a Community Starting Your Own Community: Build or Use Existing? Starting Your Own Community: Hybrid Starting a Community - Summary

Overview Author: Dr Mike BaxterPages: 66Features: 70 key points to increase conversion rates, across five core sections of best practice information and advice. About this Guide This special report offers best practice advice about how e-commerce sites can reduce checkout abandonment rates. Problems with the checkout process are the biggest single source of revenue loss for most e-commerce businesses. Drawing on Dr Baxter’s expertise in both design and psychology, a checklist of 70 key recommendations and best-practice insights are identified and covered within this document. Set out across five core sections, this practical information will help guide you through the processes needed to increase transactional conversion rates within your website. Real-life examples from top online retailers, such as Amazon, Walmart, House of Fraser, Play.com, TicketMaster and Argos, are used as case studies to examine what’s needed to find the balance between a customer’s expectations and a retailer's need to generate a sale. Contents The following areas are included within this guide: Isolating the checkout Navigation Stock management & session timing Form design Validation and error-trapping Address capture Delivery/Gift options Payment capture Order summary Order confirmation Checkout success factors Analytics & split-testing You can download the free sample to see the full list of contents. Who is this guide for? This guide is a must-read for anyone involved in managing, marketing or designing transactional websites. Related resources Econsultancy covers a vast range of e-commerce topics, with reports such as our Mobile E-commerce Best Practice Guide and our E-commerce Platforms Guide. Up-to-date information about the sector can also be found in our E-commerce Statistics Compendium.

The Mobile Websites and Apps Optimization Best Practice Guide, written by Craig Sullivan, Group Customer Experience Manager for Belron, aims to encourage companies to use this growing channel effectively. By designing around customers, their handsets, context and goals, companies can maximize visitor traffic and conversions. The tips and techniques described in this comprehensive series of reports are designed to help you make good decisions about mobile, optimize for your mobile audience and improve user experience and mobile conversion rate. The guide includes a detailed list of some killer resources, articles and books, as well as examples of mobile optimized sites and statistics. Part 1: Seven Ways to Optimize your Mobile Strategy In the first report, first published in October 2011, Craig outlines how to identify your opportunities to target the growing mobile audience out there. He also explains why the gap between apps and mobile sites is closing, and why this is important to us all, when considering strategy. Table of contents Introduction About Econsultancy About the author Rule #1 – Know Thy Device Rule #2 – Get Good Mobile Analytics Rule #3 – Hunt Opportunity, Not Myths Rule #4 – Kill Your Own Myths Rule #5 – End Device Discrimination, Today Rule #6 – Mobile Performance is Vital Rule #7 – It’s About the Audience, not the Religion Conclusion Resources   Note: The next two reports in this series will be available on Econsultancy's website in the following weeks. Part 2 (coming soon): Mobile Design – Building Sites and Apps for a Cross-Channel and Platform World Craig will explain how you can use rapid and low cost User-Centred Design approaches to build a mobile presence. If you have a multichannel business (web, app, mobile) then you should read this for tips on how to take advantage and build rapidly for this cross-platform and multi-screen world. Part 3 (coming soon): Mobile Analytics and Optimization  Here he'll cover mobile analytics – how to get useful data on devices and visitor activity. Using this knowledge, you can optimize your conversion rates or engagement further, using a range of tips and techniques. We'll be looking at a complete range of activities which will tip the scales in your favour, so you can squeeze additional value from your traffic. A free sample is available for those who want more detail about what is in the first report.

Overview Author: Aliya Zaidi Pages: 90 Features: Best practice information and advice for brands and organisations using Twitter. About this Guide This report is aimed at companies and individuals who are thinking of joining Twitter and want to find out more about the social platform, as well as people who are currently using Twitter and want a deeper understanding of best practice. For companies thinking about joining Twitter, the report helps you to understand the value of the platform, why it’s useful, and how it can be used for business. And for those companies who already have a Twitter presence, the report helps you to optimise your Twitter activity, understand what works, and how you can measure and define success. The 90-page document covers best practice tactics, including statistics and case studies, as well as practical tips for getting started with Twitter and how to engage with your followers. It also includes the findings of consumer research conducted by Econsultancy and Toluna. By reading our best practice guidelines, we’ll help you to get the most value from the social platform by understanding Twitter etiquette and avoiding common Twitter mistakes. The following areas are covered within the guide: Twitter statistics The business case for Twitter How to get started How to engage on Twitter Twitter case studies Promoted trends and advertising Measurement and ROI Resources and further reading Content Introduction About this report About Econsultancy Contributors Twitter statistics Econsultancy / Toluna Twitter consumer research Twitter usage Twitter for business The business case for Twitter Should you be on Twitter? Is Twitter for everyone? How can businesses use Twitter and what are the benefits? Getting started Using an agency to manage Twitter vs in-house Monitor Twitter first What sort of keywords should you be monitoring? Twitter search operators What type of account is right for your brand? Setting up a profile Attracting followers Best practice for auto-tweeting and direct messaging The rules of engagement General rules The power of the retweet Increasing your retweets Lists Third-party tools Top 25+ tools for Twitter Setting up Tweetdeck Spam How to spot a spammer Brand hijacking Twitter case studies Best Buy and Twelpforce First Direct Zappos ABB instrumentation SEOMoz / Smashing Magazine Promoted trends and advertising Measurement and ROI Metrics Twitter and Google Analytics Advanced filters What can you measure via Google analytics? A brief note about influence Resources and further reading Econsultancy reports Econsultancy articles External resources Twitter glossary Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report.

Overview The Online Video Best Practice Guide is aimed at marketers and content owners who are using video as a tool for marketing and sales. The 59-page guide covers all you need to know about what's happening in online video, including best practice tips, platforms and techniques. The report is full of real, practical examples of organizations already using online video to help you anticipate what will be relevant for your brand.  About this report  The Online Video Best Practice Guide enables marketing managers, content owners and digital marketers to understand the opportunities and challenges presented by the world of online video content. Video has exploded in the last five years, and it's clearly not going anywhere. In fact, it is already an essential and expected part of the user experience and is a powerful way to reach new audiences.  The 59-page guide covers everything you need to know about this space, covering both the creative and technical aspects of online video. The comprehensive report includes sections on how to define your strategy, the benefits of online video, and how to measure and benchmark success. The guide includes commentary from leading industry experts, and is full of real-life examples of brands already using online video for marketing.  Contributing authors Contributers to the report include:  Chris Gorell Barnes, Founder and CEO of Adjust Your Set Will Grant, Creator at Buto Mike Johnston, Executive Producer at Boss Creative Lee Kemp, Managing Director at Fullrange Bismarck Lepe, Founder of Ooyala Stuart Maister, Managing Director, BroadView Communications Manley, SEO Director at LBi Joe Pélissier, Marketing Consultant and Producer Sarah Wood, COO at Unruly Media Table of contents Introduction About Econsultancy About the author Introduction: Online Video Strategy Why now? Where online video fits in Content is King Key factors to consider How this guide is structured Why Video Works: Strategic Benefits Exposure Delivering information in a different way Increase sales conversions Reduce abandonment and increase dwell-time Brand engagement Your Strategy Strategy setting tool Defining your audience Setting business objectives Choosing your team Why strategy is important Online Video Essentials How video works on websites Video formats Flash video HTML Online video platforms Choosing your OVP YouTube and Vimeo Digital rights management (DRM) & video security RTMP DRM IP Security Social sharing Comments Ratings Content re-posting Viral video Getting an Audience Existing customers and channels Email distribution Seeding content Top 5 UK content destinations Pre-roll and advertising Top UK online video ad properties Video search engine optimisation (SEO) Video SEO tool Measurement What you can measure Interpreting video analytics Integrating video metrics into other tools Informing other marketing channels Following the conversation A/B and multivariate testing (MVT) Improving performance Producing Content Writing briefs Video brief setting tool Selecting a supplier Top tips for picking the perfect partner What to expect Producing in-house Choosing equipment Basic production techniques Planning and execution User-generated content Legislation Accessibility controls Other benefits of compliance The Future of Online Video Trends Monetisation Mobile video and Connected TV In conclusion Glossary Appendices Industry Experts’ Biographies Chris Gorell Barnes Will Grant Mike Johnston Lee Kemp Bismarck Lepe Stuart Maister Manley Joe Pélissier Sarah Wood Further and continued reading Sites Charts Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report.

About this guide At more than 300 pages long, Econsultancy's newly-updated SEO Best Practice Guide contains everything you need to know about search engine optimization, whether you work for an in-house client team, independently or for an agency. Built on the foundations of our previous, highly-renowned report by digital marketing author and trainer Dr Dave Chaffey, this document will help you understand search marketing like never before.  The SEO Best Practice Guide is invaluable for anybody working in internet marketing, or looking to appoint an SEO agency, or simply trying to secure better search engine rankings. It has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.  Make no mistake: this guide contains lots of actionable, real world insight. It will help you immediately start to improve your performance across the search engines. Topics covered Inside the guide, you will find:  80+ Best practice success factors  65+ Key recommendations 65+ SEO tips for success  These sit across eight main areas:  Planning and strategy  Index inclusion On-page optimization Link building Structured SEO processes Conversion efficiency  Mobile SEO  SEO copywriting     Contributing authors Contributors to the report include:   Lee Colbran, SEO Director, FreshEgg Malcolm Coles, Independent SEO Consultant Teddie Cowell, Director of Search, Guava Will Critchlow, Founder and Chief Strategist, Distilled Joe Friedlein, CEO, Browser Media Andrew Girdwood, Media Innovations Director, bigmouthmedia Neilson Hall, Director of search, iProspect  Jack Hubbard, CEO, Propellernet Rishi Lakhani, Independent Search Marketing Consultant Alex Moss, Independent SEO Consultant Lisa Myers, CEO, Verve Search David Naylor, Director of Search Marketing, Bronco Kelvin Newman, Creative Director, SiteVisibility Nichola Stott, Director, theMediaFlow Contents Introduction About Econsultancy Introduction to search engine marketing Search engine marketing: opportunities and risks Why is search marketing so important? What is search engine marketing? Which search engines do we need to be visible in? Introducing SEO ranking factors Maximization for SEO Key challenges of search engine marketing Advantages of SEO Disadvantages of SEO Technical disadvantages Regulations How is this guide structured? Understanding success factors Success factor 1: SEO planning and keyphrase strategy Success factor 2: Index coverage Success factor 3: On-page optimization Success factor 4: Link building Success factor 5: A structured process for SEO Success factor 6: Conversion efficiency Features of this guide SEO Success Factor 1: Planning and strategy An introduction to planning Setting goals for search engine marketing Keyphrase analysis and selection What is keyphrase analysis? Why is it important? Why ‘keyphrase’? Understanding searcher keyphrase usage behavior Time-related variations in keyphrase behavior Understanding different types of keyphrases Grouping and categorising keyphrases Keyphrase variants Synonyms Keyphrase identification and selection process Keyphrase identification tools Auditing current performance Conversion efficiency for different keyphrases, site sections and product categories Cost-effectiveness of different referrers Competitor benchmarking Using advanced search syntax for competitor benchmarking Measurement and tracking Search engine marketing strategy selection What is the right balance of spend between SEO and PPC? Integrating different forms of search to target different phrase volumes Using search marketing to target customers at different points in the buying process Options for targeting phrases with SEO and paid search Determining your strategic target keyphrases The impact of affiliate marketing on SEM strategy Continuous and campaign-based search strategy Which engines to target SEO resourcing and process Selecting the right type of agency Allocating internal resources Black, white and grey hats: The importance of ethical SEO Assessing proposals and pitches Different fee structures (payment models) SEO Success Factor 2: Index inclusion and coverage An overview of how search engines work Site submission to search engines Which search engines to target? Site submission approach Google Google Sitemaps What is index coverage? Why is it important? Evaluating index inclusion Duplicate content Supplemental pages Google Sitelinks (site links) Spam filters and over-optimization penalties Types of penalties Evaluate site indexing activity Excluding pages and links from the site index Time-related aspects of search index inclusion The Google ‘sandbox effect’ Content freshness Content or domain longevity Content and link velocity Site migration Dynamic content Avoiding problems with Session IDs Vertical Search – Inclusion and digital asset optimization Local SEO Ranking factors Google and local search Tools International and multilingual SEO Managing international search engine marketing Selecting search engines to target for international search Selecting agencies for international search Considerations of international SEO International SEO checklist SEO Success Factor 3: On-page optimization What is on-page optimization? Why is it important? Selecting keyphrases for optimization Occurrence of keyphrase in page body copy and meta information Page markup factors Standards adoption Title tags <meta name=“ ”> tags Headings <h1>, <h2>, <h3> Keyword formatting <a href=…></a> Hyperlinks Image tag ALT attributes Re-structuring pages with HTML code Reducing content by removing code to separate files <noscript> tags Framed sites Optimising for Flash/Flash for SEO Document-level keyphrase factors Keyphrase(s) within domain name Document filename Non-HTML document types SEO Success Factor 4: Link building Introduction What is link building? Why does it matter to SEO? Understanding PageRank Which values are assigned to PageRank? Principles of applying PageRank for SEO PageRank’s First Principle: more links from other pages to a page increase PageRank PageRank’s Second Principle: pages with higher PageRank are more valuable PageRank’s Third Principle: linking pages with a large number of outbound links tend to be less valuable PageRank’s Fourth Principle: PageRank varies throughout a site according to site structure PageRank’s Fifth Principle: PageRank has been supplemented by other assessments of the value of a link for the keyphrase in question PageRank’s Sixth Principle: links from pages in context for a particular phrase are more valuable Domain popularity A recommended process for external link building Illegal and legal links Search engine guidelines Link-building strategies Link freshness and velocity Link-building approach 1: Natural link building using quality content Linkbaiting Link-building approach 2: Requesting inbound-only links Link-building approach 3: Reciprocal linking Link-building approach 4: Buying links For posterity Buying links direct from another site Paying for links by bloggers Buying links from a link broker Link-building approach 5: Creating your own external links Content syndication Outsourcing of creation of news content Google News optimization Link-building approach 6: Online PR and social media Integrating SEO into PR campaigns Web 2.0 and social media on-page optimization Social bookmarking and social networks User-generated content and SEO Creating more natural keyword variation Making your pages more unique Generating content Ideas for link-building opportunities SEO Success Factor 5: A structured process for SEO Structured process for site architecture & internal linking What is site architecture? Improving index inclusion Indexation as KPI Revising site architecture and linking strategy How does information architecture affect SEO? Getting consistency within site architecture Information silos and site architecture Strengthen your silos through tactical linking structure Using keyword research to sculpt site architecture Internal linking strategy including creation of link-rich pages Links from standard navigation Links from ancillary navigation (footers) Links from document listings Using design technologies in internal linking Sitemaps Body copy (inline links) and image links Benefits of internal cross linking Analysing site folders to determine linking strategy Links from newsletters and blogs on sub-domains Links between different sites owned by a brand Broken links Using analytical tools to review linking strategy Improve page template effectiveness Improve SERPs effectiveness What determines the effectiveness of your call-to-action within the SERPs? Influencing click behavior Refine SEO for homepage and other key pages Creation of themed site sub-sections for target keyphrases Doorway pages Other types of content which may help SEO Optimization of other existing pages Deciding which existing pages to optimize SEO Success Factor 6: Conversion efficiency of landing pages Introduction What is conversion efficiency? Why does it matter? What is a landing page? Defining landing page objectives Measuring landing page effectiveness The zero defect approach to improving landing pages Different types of landing page Different referrer types Landing page success factors Guideline one: Deliver relevance Guideline two: Integrate with referral source(s) Guideline three: Provide sufficient detail to support the response decision Guideline four: Start the user on their journey Guideline five: Use the right page length Guideline six: Use meaningful graphics Guideline seven: Remove menu options Guideline eight: Consider using a ‘flowable’ or liquid layout design Guideline nine: Remember search marketing Guideline ten: Remember the non-responders Guideline eleven: ‘TIMITI’ Guideline twelve: Consider landing page longevity Appendix 1: Copywriting for SEO: A guide for content owners and reviewers Step 1: Aims Step 2: Identify keyphrases Step 3: Choosing a document name and location Step 4: <title> tags Step 5: Meta tags Step 6: Body copy Step 7: Heading styles Step 8: Hyperlinks (0) Step 9: Images Step 10. Re-optimize page Appendix 2: SEO performance audit template Appendix 3: SEO Ranking factors quick reference summary On-page optimization ranking factors Off-page optimization ranking factors Appendix 4: Checklist for quality links Appendix 5: Mobile SEO Types of mobile search Create a mobile-ready site Render your existing site Standardize technical layouts Sitemapping Content accessibility Link-building Appendix 6: Example Request for Proposal template Background information Proposal Glossary About the foundation author and contributors Foundation author Expert contributors A free sample document is also available for download

Overview Marketing Automation Best Practices is a comprehensive guide to understanding marketing automation - the process of using technology to manage, scale, and measure marketing campaigns.    What is marketing automation, and will it work for me? When can I expect to see the results? How can I use marketing automation to nurture leads? About this report Marketing Automation Best Practices was created to provide an unbiased look at the opportunities and challenges of marketing automation. The reseach process began with interviews with marketing automation service and software vendors. We talked to the individuals within those organizations that are involved with hands-on implementation. We strived to get their unvarnished opinions on what specific tactics and strategies have been most successful for their clients, and what headaches a marketer can expect when attempting to implement them. We also turned to high-level individuals within these companies for their opinions on strategy and big-picture issues. In addition to speaking with vendors, we turned to an online focus group of marketers that are currently using marketing automation software/services for their opinions. This group was randomly recruited from the current client base of multiple marketing automation vendors. They anonymously contributed their stories of success as well as their frustrations with marketing automation implementation within their own organizations. The end result is a view of the industry that takes both vendor and marketer opinion into consideration, spans the services of many vendors and the experiences of many marketers. And, while we are optimistic about the potential of marketing automation software and services, the report does not endorse any one vendor, service, or product. Table of contents Introduction About this report About Econsultancy Background What to expect when you’re expecting marketing automation Selecting marketing automation solution, or not Why Marketing Automation? Realistically, how long will this take? Who should be in charge? Does marketing automation really work? Marketing Automation Concepts Explained, Then Expounded Listening tactics Preference centers, surveys, and progressive profiling Database integration Individualized Content Tactics Dynamic segmentation Lead scoring Medium as message Timing tactics Auto-responders or triggered email Lead nurturing Frequency and cadence Bringing it all together Continuous Testing and Optimization B2B vs. B2C considerations, length of purchase cycle Workflow considerations Getting on Your Way with Marketing Automation

Overview Author: James Gurd Pages: 95 Features: Best practice information, advice and techniques to help e-commerce managers keep their projects under control and select the most suitable suppliers. About this guide Econsultancy’s How to Run a Successful E-commerce ITT best practice guide is absolutely essential reading for organizations considering a new e-commerce platform or upgrading their existing systems.  The comprehensive report is aimed at helping in-company e-commerce managers to understand the skills and techniques required to manage the Invitation to Tender process in a professional and expedient manner. An ITT process relates to the internal planning required to accurately scope project requirements and the subsequent process of finding suitable suppliers and systematically evaluating their eligibility to make an informed decision regarding who is best suited to be your e-commerce partner. Written by e-commerce consultant James Gurd, this guide will help equip your business with the knowledge which can help deliver the following commercial benefits: Ensure clarity of purpose within your organization. Obtain buy-in from key stakeholders to ensure commitment. Provide a clear vision of scope and objectives to prospective suppliers. Ensure that supplier capabilities are evaluated consistently and proposed solutions are comparable. Future-proof your e-commerce channel to support long-term growth plans. Match your business culture to the best suited business partner. It is an end-to-end process that begins once your company has committed to e-commerce investment and ends when you have selected a supplier and signed on the dotted line. Every company has unique requirements for e-commerce but the challenges faced are broadly similar. The techniques in this document are intended to give e-commerce managers from any industry the tools to help keep their project under control and fully supported by stakeholders.  This document provides a framework with which to manage your e-commerce tender process. The report covers the key elements of project management from the perspective of an e-commerce manager and follows a tried and tested methodology. Table of contents Introduction About this report About Econsultancy About the author Using this document Terminology – differentiating between document formats RFI (Request for Information) RFQ (Request for Quote) RFP (Request for Proposal) ITT (Invitation to Tender) Standard phases of the ITT process Exploration/Discovery Produce documentation Issue of documentation Response appraisal Supplier selection Contract negotiation Getting your project off the ground Board level sponsorship Project scoping Creating a project team Who to involve Roles and responsibilities Using external consultants Steering group Appointing a project manager Defining resource requirements Defining objectives Project lifecycle and milestones Disciplines of project management Time management Prioritisation Project updates Clear communication and transparency Conflict management Risk mitigation Version control Project phasing and de-scoping Deciding the level of detail in documentation Role of the RFI and RFP – refining information Detail models Top-level requirements Precise process and technical detail Value of using a business analyst (BA) Using wireframes Accurately defining business requirements – the scope Providing relevant information about your business Company background Scale of operations Your brand Your customers Your growth plans Your competitors Your challenges and aspirations Partner requirements Legal requirements IT systems architecture Hosting and support Technical performance Data management Logistics and warehousing Customer services and call centre Usability and accessibility Core functionality Catalogue management and merchandising Content management CRM Promotions Order management and payment processing Digital marketing Email Search marketing Affiliate marketing Social media and community features Web analytics and voice-of-customer Financial and business reporting Project management expertise Account management expertise International operations Writing ITT documentation Style and tone Structure and consistency Version control Internal scope review Circulating your documentation Review meeting Managing amends Reaching an agreement Go to market phase 1: identifying suppliers What makes a good e-commerce supplier? Which e-commerce models to consider Hosted solution Software as a Service (SaaS) Custom build Hybrid Open source Who do you talk to? Getting impartial feedback Supplier short listing Evaluating supplier capabilities Using templates to collect information Internal agreement Go to market phase 2: submitting your ITT Make the information accessible Define response requirements Level playing field Reviewing and evaluating ITT responses Profiling shortlisted candidates Resource demands Supplier presentations Understanding the art of selling Refining information Selection criteria and scoring Review with project team Due diligence: making the final decision Revisit selection criteria Financial risk assessment SWOT assessment Contract negotiation Importance of a qualified contract expert Penalty clauses Termination clauses Intellectual property rights (IPR) Service level agreements (SLAs) International implications Common problems and exception control Frequently encountered problems Conflict within the project team Clash of priorities Milestone not met Decisions not being made Suppliers not following briefs No clear winner Managing the project team Final words of advice Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report. Related resources Need a shortlist? Check out our E-commerce Platforms Buyer's Guide for vendor profiles, trends and more.

Econsultancy's Internationalisation of E-commerce Best Practice Guide will help beginners and experts alike to understand the common pitfalls in e-commerce internationalisation and address key challenges. The 52-page report, written by e-commerce consultant Martin Newman, comprehensively explores the complex issues associated with cross-border e-commerce, including pricing, shipping and legislation. The report discusses localisation strategies, including how to tailor the user experience on the website for local needs.  The benefits companies will derive from reading this report include: Clients Answer all the necessary questions around the business model for internationalisation Manage internal expectations and set realistic expectations Get the scope right and deliver a 'fit for purpose' solution Future-proof solution Deliver on-time and on-budget Deliver a return on investment Suppliers Build credibility through having more relevant knowledge to impart around your clients' internationalisation requirements. Table of Contents  Introduction About Econsultancy About the authors Executive summary Who is it aimed at? Market size and growth trends Assessing the opportunity Regional differences Online shopping experiences across Europe Preferred online payment methods What else is different about the non-UK/non-US consumer?  E-commerce outlook What's driving the growth? Where is the international e-commerce opportunity? Internationalisation and localisation of e-commerce Concepts and strategies Benefits and challenges of internationalisation and localisation Key benefits Key challenges The 11 Cs of e-commerce internationalisation Approaches to internationalisation  Brands with stronger localised propositions  Sources of information Considerations for expanding overseas Clarify the scope of opportunity  Choosing a strategy Strategic and operational challenges: a checklist Structure, strategy and day-to-day operational challenges Customer proposition challenges Technology and design challenges  Change management and capability transfer challenges Other practical operational challenges Tax and VAT issues Data protection/PCI/consumer rights issues Legal issues Marketing issues Platforms, content management and SEO  Which are the best platforms to deal with multicurrency/multilingual? Content management systems (CMS) SEO and content management Changing EU legislation Regulatory barriers to cross-border e-commerce Download a copy of the report to learn more. A free sample copy is available to download and outlines the full content within the document.

About this guide Our Email Marketing Best Practice Guide will help beginners and experts alike to understand, implement and execute email strategies to maximise return on investment in this complex channel. At nearly 150 pages in length, we believe it to be one of the most comprehensive documents of its kind.  It will provide you with all the information you need to know about successfully setting up, running and reporting email campaigns. It is split into two distinct sections, Effectiveness and Efficiency which contain the following chapters: Effectiveness Aims and goal setting Segmentation and targeting Communications strategy Creative & copywriting Testing & optimization Efficiency List quality Legal compliance Email deliverability Templates and renderability Email marketing management systems The guide is a superb resource for internet marketing teams, agencies, email consultants, suppliers or strategists.  A free sample copy is available to download and outlines the full content within the document. Key Features Comprehensive: Covers all aspects needed for success in one place but also referencing other in-depth sources in different portals, forums, blogs, whitepapers and books. Accessible: Content is presented to help readers navigate to and assimilate relevant content. In-depth: Topics are covered in sufficient depth to successfully implement suggestions. Practical: Explanations about how to implement techniques and describe success factors that can be applied straightaway. Improvement focused: Explanations about how to revise existing approaches through evaluation of current approach, refining strategy and implementing improvements. Cutting edge: The latest best-practice advice is incorporated to help you get the most from your email activity.

This 30+ slide presentation was recently delivered by Econsultancy’s Jake Hird at an APA briefing and looks at the trends evolving within the framework of digital content marketing.  It covers the use of data, social media and other channel-specific communication touchpoints.  The presentation also considers where the content marketing landscape currently sits, along with the direction in which it is heading.  A few of the topics covered in the presentation include:  The development of content martketing frameworks  The use of data  Social CRM The evolution of content technology A full copy of the report is available as a PDF download.

Overview Author: Andrew Warren-Payne, EconsultancyPages: 168 pagesStructure: Market trends and issues, 14 supplier profiles  About this Guide This buyer's guide is aimed at those who are investigating the market for web analytics, with profiles of 14 leading vendors. The 161-page guide provides details on the issues and trends affecting this sector, as well as information about best practice and tips for choosing a suitable vendor. The report starts with a market valuation and a look at trends in the marketplace, as well as an assessment of this sector's strengths, weaknesses, opportunities and threats.Trends in this sector include:  The continued investment in people to drive insight Businesses focus on integrating analytics and business intelligence Marketers seek a new layer of insight from social analytics The democratisation of data Vendors address the complexity of the multichannel customer journey The wider impact of Google Analytics The report contains profiles of the following vendors:  Adobe, Alterian, AT Internet, Bango, Cognesia, comScore, DC Storm, etracker, Google Analytics, IBM, iJento, Lynchpin, RedEye, and Webtrends. Who is this guide for? It is primarily aimed at companies who are looking for a web analytics provider or are reviewing their existing capability. It is also relevant for others, including vendors and analysts, who want to research this market. Table of contents Introduction About Econsultancy Executive Summary The Market Market value and growth Size of market compared to other digital areas Market trends The continued investment in people to drive insight Businesses focus on integrating analytics and business intelligence Marketers seek new layer of insight from social analytics The democratisation of data Vendors address the complexity of the multichannel customer journey The wider impact of Google Analytics Return on investment Strengths, Weaknesses, Opportunities and Threats Strengths Weaknesses Opportunities Threats Costing and Pricing Models Licensing ASP model / hosted service / SaaS model Other costs Summary of costs and pricing models by vendor Tips and Pitfalls: how to find the right web analytics supplier Introduction What are your goals with web analytics? Should you opt for a licensed or hosted (ASP) web analytics package? Will the vendor and its product help you to drive business insights? Do you have the right level of internal knowledge and buy-in? Will you be able to make comparisons between different online and offline channels? Choosing a suitable mobile analytics vendor Questions to ask mobile analytics vendors Market Positioning Charts Explanation for Chart 1 - Company Focus Explanation for Chart 2 - Type of Solution Supplier Positioning Summary Current company focus Current company proposition Supplier Matrix Supplier Marketplace and Profiles Adobe Alterian AT Internet Bango Cognesia comScore DC Storm etracker Google Analytics IBM iJento Lynchpin RedEye Webtrends Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report.

Econsultancy's third Quarterly Digital Intelligence Briefing, produced in partnership with Adobe, looks at the extent to which organisations use social data, what is preventing them from harnessing social data as effectively as they would like, their approach to social CRM and the role of social signals for determining search rankings. The research is based on a survey of around 600 business respondents predominantly in the United States and Europe. The following sections are featured in the report: Social data at our fingertips and yet often beyond reach The social data opportunity... can you impress the CFO? Overcoming barriers: how to become a social organisation Unifying disparate sources of data Social CRM: understand your customers’ social behaviour Social signals – the future of search is happening now Harnessing real-time data insights Findings include: Around half of companies are now using social data to gauge sentiment, to enable more targeted and relevant communication, to improve customer service, to address specific complaints and to inform product and services development. Organisations recognise the potential value in joining CRM with social, but they’ve been stymied in practice, largely by their own systems. Only 6% of responding companies say that social signals are having a major impact on their search and social media strategies. The third Quarterly Digital Intelligence Briefing also contains a matrix outlining the four-stage journey a company needs to take when moving from using social simply as a tool and then as a channel, through to embedding social as a platform on the way to becoming a 'social organisation'. Download a copy of the report to learn more.  A free sample is available for those who want more detail about what is in the report.

Overview The Digital Marketing: Organisational Structures and Resourcing Best Practice Guide aims to identify common issues, themes and challenges faced by managers and organisations in structuring their digital marketing capability. The best practice recommendations included in this report are designed to help you respond to these challenges, with a focus on the best strategies, frameworks and opportunities for digital success.   About this report This best practice guide, written by renowned blogger, writer and consultant Neil Perkin, involved three main research phases: Phase 1: Identification of the key challenges faced by organisations and digital marketers in structuring and resourcing their digital marketing programmes in an optimal way. Also, how organisations are tackling these challenges, and resourcing their digital marketing in order to maximise their opportunity within competitive and rapidly changing markets. This first phase involved a series of in-depth interviews with a broad range of digital and non-digital marketers and e-commerce leads across different sectors and markets. Phase 2: Identification of existing thinking, issues, examples and models that are relevant to a comprehensive consideration of digital resourcing and structures. This phase involved desk research. Phase 3: This involved an online survey of a range of organisations designed to better quantify feedback and enable cross-tabulations to identify sector-specific variances. The 84-page report covers everything you need to know about digital resourcing and structures, including sections on budgeting, skills and training, recruitment and retention and opportunities for the future. Table of contents Executive Summary About Econsultancy About the author Introduction Aims and methodology of the research Scope of survey Size of company by turnover Business focus Business sector Market trends impacting digital structures and resourcing The only constant is change Digital Resourcing and Structures Size of teams Organisational structures for digital marketing capability The rise of digital centres of excellence Advantages and disadvantages of centres of excellence Migration toward hub and spoke Relationship and interface with offline marketing Global, regional, local teams Allocation of digital marketing capability Allocation of resource Key sector differences Location of e-commerce Location of social media capability Technical infrastructure, support and build teams Outsourcing vs in-sourcing Allocation of specialist digital resource Areas of specialism and generalism Key sector differences Balancing specialism with generalism Senior organisational management and digital Senior level buy-in to digital Budgeting Integration of digital into annual planning and budgeting Prioritisation of digital projects The role of strategy and planning Allocation of digital budgets Digital in the wider marketing mix Budgeting for digital channels Knowledge, Skills and Training Level of organisational knowledge of digital Priority of digital training Budgeting for digital training Working with partners and agencies Knowledge sharing and innovation Informal knowledge sharing and Enterprise 2.0 Innovation and the networked enterprise Recruitment and Retention Challenges in recruiting for digital Challenges in retention for digital Increasing requirements for ‘T-shaped’ people A definition Why ‘T-shaped’ people are becoming increasingly important Graduate recruitment Growth, and the Future Growth in resourcing The strategic imperative for change Approach to resourcing emerging channels Key areas of predicted growth The rise in product management Challenges and barriers to growth The challenge of always-on marketing The challenge of a multichannel approach The challenge of being agile The increasing need to break down organisational silos The talent time bomb Opportunities for the future The digital team of the future Agile digital marketing structures The rise of talent networks References and Further Reading Books and web articles Econsultancy best practice guides, briefings, studies Econsultancy blog posts Appendix   Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report. Econsultancy Graduate Certificates Address your skills gaps with one of Econsultancy's accredited professional qualifications. Give us six months and we'll give you the practical hands-on skills to become a confident practitioner in your chosen specialisation. Programmes include analytics, search engine optimisation, community management, social commerce, online selling and merchandising and digital account management.

Overview Author: Aliya Zaidi, EconsultancyPages: 181 pagesStructure: Market trends and issues, 15 vendor profiles  About this Guide This buyer's guide is aimed at those who are investigating the market for online reputation and buzz monitoring technology, with profiles of 15 leading technology and tool providers. The 181-page guide provides details on the issues and trends affecting the social listening sector, as well as information about best practice and tips for choosing a suitable vendor. The report looks at trends in the marketplace, as well as an assessment of this sector's strengths, weaknesses, opportunities and threats. Trends in this sector include:  Increased investment in online reputation monitoring tools Social analytics come into focus as industry matures Customer service becomes public through social media Quest to integrate different types of data  Lack of social media governance holds back companies The report contains profiles of the following vendors:  Alterian, ASOMO, AT internet, Attentio, BrandsEye, Brandwatch, Cymfony, Infegy (Social Radar), Market Sentinel, Meltwater Group, Onalytica, Radian6, Sentiment Metrics, Sysomos, Visible Technologies. Who is this guide for? It is primarily aimed at companies who are looking for a reputation monitoring provider or are reviewing their existing capability. It is also relevant for others, including vendors and analysts, who want to research this market. Table of contents Introduction About Econsultancy Executive Summary Market trends Increased investment in online reputation monitoring tools Social analytics come into focus as industry matures Customer service becomes public through social media Quest to integrate different types of data  Lack of social media governance holds back companies Benefits and return on investment from online reputation monitoring Strengths, Weaknesses, Opportunities and Threats (SWOT) Strengths Weaknesses Opportunities Threats Costs and pricing models Tips and pitfalls: how to find the right supplier Introduction What type of technology do you require? Will you be able to turn the information you receive into actionable insights? The right personality and cultural fit Getting robust results at an affordable price Limitations and disadvantages Outsourcing social media analytics Dashboard-only suppliers Monitoring service suppliers How to pick the right vendor Establishing measurement Step one: Checklist Step two: Setting up your research Step three: The implementation plan Interpreting the data Market Positioning Charts Explanation for Chart – Company Focus Explanation for Chart – Area of Focus Supplier Positioning Summary Company focus Area of focus Supplier Matrix Supplier marketplace and profiles Alterian ASOMO AT Internet Attentio BrandsEye Brandwatch Cymfony Infegy (Social Radar) Market Sentinel Meltwater Group Onalytica Radian6 Sentiment Metrics Sysomos Visible Technologies Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report.

This 100+ slide presentation was delivered at an Econsultancy trends briefing during November 2011. Inside, it provides digital marketers, both client and agency side, with insight into the variety of applications for M-commerce.  Using a range of case studies this presentation looks at the creative use of mobile technology to support e-commerce in B2C and B2B markets. With the rise in usage of smart devices and the inevitable excitement with the latest tablet playthings, this presentation is packed with stats marketers can use to understand the relevance of M-commerce to their business. As well as covering the marketing potential, the current implications and applications of M-commerce, it takes a peek at what’s next and where mobile marketing is going in 2012 and beyond. It has been created specifically for Econsultancy by James Gurd, an independent consultant, with more than a decade's worth of strategic digital experience.    A few of the topics covered within the presentation include: M-commerce today - The facts: a look at the stats on mobile usage and market growth and trends. The framework for M-commerce - Mapping the different touch points that M-commerce has across your business, including its role in logistics and customer service. Mobile apps and mobile stores - Using case studies to see how leading retailers are investing in mobile platforms to target specific customers and improve engagement and KPIs. Geo-targeting content - Discussing the value of mobile in enabling local targeting of content to increase relevance. Creativity in M-commerce - A review of the more enlightened uses of M-commerce including QR codes, Augmented reality and NFC. B2B specifics - Focus on how B2B companies are using mobile solutions to improve their control and management of the buying cycle. A full copy of the report is available as a PDF download.