Econsultancy Articles - Digital Marketing & Ecommerce (original) (raw)

GenAI in CX: How brands are enhancing customer experiences with AI content

GenAI is enabling a suite of new experiences for customers. These three case studies, featuring rock’n’roll souvenirs, secret foodie spots and faces from the future, showcase some of that innovative thinking.

Level up: How games can help brands win the audience attention game

What connects dinosaurs, propaganda and a suit of armour made from radishes? Games offer all manner of wonders to their players, and to tap into this space marketers must be just as inventive. Here, we see how a streaming service, a movie studio and a grocery giant used virtual worlds to drive tangible results in this one.

From AI integrations to the human drivers of success – Five key findings from our Future of Marketing report

From the real-world use of AI to the need for upskilling and the most in-demand skills, we are looking at the five key themes that stand out from Econsultancy’s latest research.

From pet analytics to automotive matchmaking: Three brands using data as creative fuel

Data is an ingredient, not a strategy. Impactful campaigns by Audi, Diageo and PetPace show how brands can look beyond the obvious. Deep analytics married to creative thinking – taking in everything from Peruvian pets to pre-dinner drinks – can help marketers use data to build human stories that drive conversions.

Q&A: Jaquie Pantoja on why humanity is “essential” to healthcare comms in 2026

From fragmenting discovery journeys and waning organic traffic to the impact of generative AI on patient interactions with healthcare professionals (HCPs) and brands, the healthcare and pharma space is facing an array of unique challenges as we move into 2026. Jaquie Pantoja, Digital Account Director at Curious Health, lays out how marketers in pharma and […]

“People need to lead on AI”: Navigating AI application and marketing reality in 2026

At Econsultancy’s Capability Leaders Forum, leaders from Co-op, No7, Unilever, and EY dived deep into the challenges and opportunities facing marketers as we move into 2026.

Data & analytics in 2026: What are the obstacles to GenAI activation?

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.

Search & discovery in 2026: What’s changing, what’s consistent, and what should marketers do about it?

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.

Q&A: Jim Yu on why “SEO has never been more vital” in the AI discovery age

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 […]

The secret sauce for B2B marketers in 2026? Brand

We asked the experts about the trends that will define B2B in 2026 – and the capabilities and tactics marketers will need to adapt.

Q&A: Elizabeth Maxson Martinet on the need for “full-stack” marketers in 2026

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, […]

Ecommerce in 2026: How are brands approaching budget, skills, and strategy?

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.

How will GenAI and agentic shape customer experience 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.

Fizzing bazookas and grassroots cricket: How brands are doing more with sponsorships

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.

Four brands that are raising the bar with personalisation

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 […]

The power of stories: How to create an impact with data and why it matters

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.

How Baileys and Oatly are causing a stir with influencer marketing

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.

How AI can transform loyalty and retention: three brand examples

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 […]