Econsultancy

Econsultancy offers valuable resources aimed at supporting your entire team in maximizing their digital potential. This includes not only strategists and planners but also hands-on practitioners. Whether you are a senior leader focusing on overarching strategies or a newcomer to the digital landscape needing to grasp the fundamentals, Econsultancy has you covered.

National, Trade/B2B

English

Online/Digital

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#446648

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Computers Electronics and Technology

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Four pharma campaigns that made an impact on social media

1 week ago | econsultancy.com | James Smart

The high regulatory standards to which pharma companies are held pose a hurdle when it comes to using social media. In the UK, for example, the Prescription Medicines Code of Practice Authority (PMCPA) prohibits the promotion of prescription-only medicines (POMs) to the public. Many markets have similar guidelines, and even in the United States, which allows direct promotion, a ban on pharma advertising on certain channels is currently under discussion.
How Brompton Bicycle is building a premium online experience

3 weeks ago | econsultancy.com | Rebecca Sentance

Folding bike brand Brompton Bicycle, now approaching its 50th anniversary, specialises in high-end bikes that last. Whether customers are shopping in a bricks and mortar outlet or online, they’re making a considered purchase of a high-quality product. However, until a few years ago, Brompton’s online experience wasn’t of the same quality as its bikes.
How leading B2B marketers approach content, intent, and personalisation in ABM

1 month ago | econsultancy.com | Rebecca Sentance

The promise of account-based marketing (ABM) is that it enables B2B marketers and sellers to deliver better results by targeting the most relevant people and businesses from the word ‘go’. In so doing – the theory goes – it saves time and effort that might be spent chasing the wrong prospects or casting too wide a net.
Why brands are looking to Substack to create value and build community

1 month ago | econsultancy.com | Rebecca Sentance

“Traditional social platforms are becoming increasingly saturated and algorithm-driven, making organic reach increasingly difficult and unpredictable,” says Becky Owen, CMO at influencer marketing agency Billion Dollar Boy.
What are the results from GenAI in customer service? Case studies from Verizon, ING & United Airlines

1 month ago | econsultancy.com | Rebecca Sentance

Customer service was one of the earliest functions to yield tangible applications for generative AI. From summarising cases behind the scenes and assisting agents on the fly to directly interfacing with customers, the use cases for generative AI in customer service are numerous, and many businesses are either experimenting with or have already deployed GenAI in this way. But which ones are seeing real results, how are they benefiting, and what lessons can we take from their experience?
Video, social, and generative AI: How to optimise for search in 2025

1 month ago | econsultancy.com | Rebecca Sentance

The many LinkedIn posts about SEO’s death have been greatly exaggerated. That was one of the key takeaways from day one of Brighton SEO’s annual gathering of search experts. The conclusion was not that any one factor (say, GenAI, or TikTok) has single-handedly ‘upended’ search as we know it. Rather, the reality of what it means to optimise for search now is much more nuanced – and interesting – than that. Here’s why, and how to go about it.
TikTok launches automotive ads: what should marketers consider before investing?

2 months ago | econsultancy.com | Rebecca Sentance

TikTok has made increasing moves to shore up its performance offering and establish itself as a platform that offers bottom-of-funnel conversions as well as top-of-funnel awareness. Its latest launch in that vein, however, may raise some eyebrows: in February, TikTok announced Automotive Ads: catalogue-based ads that target users who may be in-market for a vehicle purchase.
Ecommerce Trends Quarterly: Q1 2025

2 months ago | econsultancy.com | Rose Keen

Econsultancy’s Ecommerce Quarterly curates the latest trends, developments and statistics in ecommerce that you need to know about. This edition covers the effects that the global politico-economic environment is having on digital commerce, the latest in GenAI integrations, and TikTok Shop’s geographic and sectoral expansion. If you prefer your content in audio format, you can listen along to the main talking points instead. Sign in We recommend activating Javascript in your browser.
How Tesco and Superdrug are tackling retail media’s biggest challenges

2 months ago | econsultancy.com | Rebecca Sentance

Retail media is as hot a topic as ever. Alongside the clear opportunities, however, there remain hurdles to unlocking its full potential. Expert contributors to Econsultancy’s 2025 retail media trends round-up identified first-party data, scaling the in-store proposition, and connecting the dots across channels as some of the major themes and challenges facing retailers this year.
How marketers can equip themselves to navigate a genAI-dominated landscape: Insights from Digital Shift

2 months ago | econsultancy.com | Rebecca Sentance

“The announcements and developments in [the generative AI] space keep on coming,” consultant Neil Perkin commented in the latest edition of Econsultancy’s quarterly trends series Digital Shift. The Q1 2025 Digital Shift packed in insights about a raft of developments in the world of genAI, from the intersection of large language models (LLMs) and search to the AI-enhanced martech landscape, to how marketers are adapting to an industry increasingly shaped by these new technologies.