Our expert commentators break down the data and measurement challenges facing marketers as we go into 2026, from legacy metrics and models to realising the potential of generative AI.
The changing search and discovery landscape looms large in marketing trends for 2026. From tactics that still hold up to content formats to adopt, our experts talk about what marketers can do to stay ahead.
Jim Yu is the Founder and CEO at BrightEdge, a platform for real-time insights into search and SEO – which gives him a front row seat for the changing state of discovery and the huge role being played by AI. He spoke to Econsultancy about the elephants in the room for search and discovery; why […]
We asked the experts about the trends that will define B2B in 2026 – and the capabilities and tactics marketers will need to adapt.
Elizabeth Maxson Martinet is Chief Marketing Officer at headless content management platform Contentful – and someone with a wealth of thoughts on the B2B marketing space. We spoke to her about the skills that B2B marketers will need to be effective in 2026, why it will be critical to personalise the entire end-to-end customer journey, […]
From AI to squeezed margins, ecommerce experts talk about the ‘elephant in the room’, which skills will be most in demand, and where efforts should be focused in 2026.
The impact of GenAI on commerce has become a major topic of conversation. We asked the experts what this means for the customer experience, whether agentic commerce is all it’s cracked up to be, and how brands should approach loyalty in 2026.
The right sponsorship can give a brand a wider platform, strengthening its values and boosting its visibility with the target audience. Here’s how brands are magnifying the returns from sponsorships by making them interactive, engaging, and playing to the strengths of online channels.
Advances in AI, technology and data have pushed the boundaries of what brands can achieve with personalisation. But which brands are using it to best effect? From a conversational assistant who can roast you over your bad spending habits to insurance messaging tailored to the weather, here are four examples of brands who have gone […]
Many businesses have set being strategically data-driven as a key organisational goal. But how can they get the most impact from their data? Enter data storytelling.
At 2025’s Festival of Marketing, leaders from Oatly and Baileys talked influencer strategy, why indulgence is big on social media, and how they are evolving their creator content in response to social insights.
Brands are getting increasingly creative with ways to win – and keep – customer loyalty. With more competition than ever and consumers often feeling squeezed on price, businesses have to make a compelling case for returning to their brand. Many are beefing up their loyalty rewards schemes with tailored offers and engaging features. Others have […]
“We weren’t just selling tights; we were building a community of people,” Snag’s Prema Chablani told attendees at Ecommerce Expo 2025.
At Econsultancy’s September Capability Leaders Forum, leaders from Canon and E.on Next discussed their respective approaches to translating GenAI ambition into tangible application: how they test, how they scale, and what the results have been.
The applications of generative AI range from more visible customer-facing executions to less overt, but still effective, back-of-house use cases. Here are three examples of GenAI making an impact ‘behind the scenes’.
Recently, we looked at the debate around whether ‘SEO’ needs a rebrand to reflect the increasing emphasis on AI-generated answers that is shifting how users approach search and, as a result, how marketers approach optimisation. In this follow-up, we’re going to dig deeper into the question of how to optimise for the changes in search […]
The introduction of generative AI summaries and answers to search, as well as the popularisation of tools like ChatGPT, has rapidly accelerated a shift towards searchers receiving a single, definitive answer to their questions. With that acceleration comes a debate from search specialists about whether we’re now dealing with something fundamentally different to ‘SEO’ (search […]
AI-generated answers are becoming increasingly prevalent in search, in many cases supplanting what was once the role of content marketing. How can marketers adapt their strategy in the new search era?
Short-form video can pack a lot of information and engagement into its brief duration. We look at how four brands successfully delivered marketing messages and saw results from short video campaigns.
From punchy, short social video to high-concept cinematic productions, how are brands in high-consideration categories making video that resonates?
Sophie Frères, CEO and Co-Founder of live and social commerce solutions provider LiSA, talks about the social future of ecommerce and why brands don’t need to make a big investment to get involved.