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Econsultancy what we're about

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Econsultancy is a community where the world's digital marketing and ecommerce professionals meet to sharpen their strategy, source suppliers, get quick answers, compare notes, help each other out and …

Econsultancy is a community where the world's digital marketing and ecommerce professionals meet to sharpen their strategy, source suppliers, get quick answers, compare notes, help each other out and discover how to do everything better online.

Founded in 1999, Econsultancy has grown to become the leading source of independent advice and insight on digital marketing and ecommerce.

Our research, events, online resources and training programmes help our 250,000+ registered users make better decisions, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

Find out more about how we can help you and your business at Econsultancy.com


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  • 1.  What Econsultancy’s about A guide for all of us
  • 2. Contents Page What this is for 2 Who we are 3 What we believe 9 What we do 15 Who we do it for 22 The value we deliver 27 How we’re different 32 Our culture and values 38 Where we’re going 42 Where you fit in 45 Econsultancy: What we’re about A guide for all of us 1
  • 3. What’s all this then? This is an experiment. It’s an attempt to capture who we are, what we do best, how we do things and why. It’s about our culture, our values, our brand and our reasons for living. We’ve come this far without one of these, but it feels like the right time. Why do we need it? Because we’re a complex business – we do a lot of different things for a lot of different people. Because we’re growing fast – and we want to make sure we protect the things that make us special. Because we have so many opportunities – and need some guiding principles to prioritise them. Because we believe in letting people make decisions – and need something to hold those decisions up against. Our heartbeat To some degree, who we are depends on where we are. We’re one thing in the UK – where we started and where our offering is the most complete – and another in the US or Asia. But there are things unique to Econsultancy wherever we are. This is about that heartbeat – the sum of what we believe, how we behave, who we employ, who we serve and why. You’re reading this because you’re an important part of the Econsultancy mission. I hope this document will help make you as happy about that as I am. Ashley Friedlein CEO & Co-Founder Econsultancy: What we’re about A guide for all of us 2
  • 4. Who we are Econsultancy: What we’re about A guide for all of us 3
  • 5. Who we are Who we are and why it’s not so easy to say Econsultancy: What we’re about A guide for all of us 4 “Our name is a bit of a curveball. It’s easy for people to assume we’re just another consulting house. We need to show them we’re much more.” We’re a publisher. We’re a research house. We’re a training company, a community, an online resource. We’re analysts, editors, researchers, teachers, bloggers and event organisers. If your goal is to sum all this up in a sentence, it’s a bit of a problem. But our overall aim is to help people and companies to succeed online, making the variety and diversity of our offer a very powerful thing. Instead of trying to over-simplify what we do and boil it down to a strapline, let’s embrace it. We’re many things.
  • 6. Who we are We are what we do Some Econsultancy verbs brief train analyse validate advise research educate publish crowdsource distil share program curate facilitate interpret connect Econsultancy: What we’re about A guide for all of us 5
  • 7. Who we are Fine, but you still kind of need an elevator pitch Okay then: Econsultancy is a publisher and curator of best-practice content about doing business better online. We serve a global community of marketers and e-commerce professionals with a wide range of reports, analysis, training, consulting, events and online resources. We could write dozens of these and they’d all be pretty accurate. As long as the two most important things are here: content and community. Econsultancy: What we’re about A guide for all of us 6
  • 8. Who we are Content and Community One of the cool things about our model is that our content feeds our community and our community feeds our content. Our content makes our blog, forums, events, training and consultancy much better. Content Community Our community means we can find the right expert for any challenge… and ‘crowdsource’ the answers to others. Econsultancy: What we’re about A guide for all of us 7
  • 9. Who we are Experts or Facilitators? We play different roles all across the guru spectrum: Our research is original and authoritative. We program many events through the year, but give the stage to the experts. Facilitators Experts At Digital Ski, we just get people together and add alcohol. At Innovation Briefings, we bring in an expert to make sense of latest trends. Our blog is one of the best-respected in the marketing world. We shape agendas and source speakers for our clients’ conferences. Our consultants help companies build the best teams for their specific challenges. Our trainers are front-line practitioners who know their stuff. Econsultancy: What we’re about A guide for all of us 8
  • 10. What we believe Econsultancy: What we’re about A guide for all of us 9
  • 11. We believe it’s an incredibly exciting time to be a digital marketer. Econsultancy: What we’re about A guide for all of us 10 Especially if you like steep learning curves.
  • 12. We believe the internet is the world’s biggest sandbox, chemistry set and battleground. Econsultancy: What we’re about A guide for all of us 11 And we’re all in it playing, experimenting, competing and trying to figure it out as we go.
  • 13. We believe that a community of people openly sharing their experiences is the very best way to improve the web for everyone. Econsultancy: What we’re about A guide for all of us 12 We’re not just marketers or analysts, we’re consumers too.
  • 14. We believe that doing business with integrity and transparency is not only more effective, it’s a lot more fun. Econsultancy: What we’re about A guide for all of us 13 We work hard to add real value to the marketing conversation as an independent analyst. Our endorsement cannot be bought.
  • 15. We believe in hiring smart people who are passionate about digital. Econsultancy: What we’re about A guide for all of us 14 And we like working with other people who share these qualities.
  • 16. What we do Econsultancy: What we’re about A guide for all of us 15
  • 17. What we do Our portfolio This varies by region and keeps changing but here’s a snapshot: Blog Online resources Events Market Data Best Practice Content Supplier Selection Public Courses Training Trends and Innovation Template Files Qualifications Custom Training Social Events Digital Excellence Jobsboard Conferences Roundtables Briefings Supplier Selection Econsultancy: What we’re about A guide for all of us 16 Forums Directories Consulting Digital Marketing and E-commerce Auditing Strategy
  • 18. What we do Practical and immediate Some analysts like to theorise about the grand trends over the next 5-25 years. We like to help people do their jobs today. Now Theoretical Practical “We tend to forecast no further than a year ahead. In the online world, that’s a generation.” Long-term “We’re into strategy, tactics and the finer points of doing.” Econsultancy: What we’re about A guide for all of us 17
  • 19. What we do Our model is unique There are a lot of ways to sell content and community to digital marketers. Some sell individual reports. Others give discounts to members. Some charge many thousands, aiming at only the most senior people. Others are free, supported by advertising and sponsorship. Econsultancy is member-focused with an ‘all you can eat’ model. Once you take a paid membership, all of our content is yours to use. This model has important benefits to our members: • It encourages people to turn to us more often for more things. • It lets us reach deeper into companies and teams. • It lets us cover the ‘long tail’ topics that might not sell in large volumes . and, most importantly: • It keeps us independent, beholden to no one. Econsultancy: What we’re about A guide for all of us 18
  • 20. What we do Our domain We started by serving digital marketers and e-commerce professionals and our focus is still: helping people improve the way they do business online. As the internet has grown, this has encompassed an ever-wider range of professionals: marketing, e-commerce, customer service, support, public relations and beyond. We focus on wherever a business touches its customers. (Not so much the back-end stuff, but it’s all getting more and more connected). Are we exclusively digital? All of marketing now touches the digital realm and every online campaign or tactic affects everything offline. Our heritage and our heartland is digital marketing, but we’re extending out to engage with the context of digital, helping marketers look at the big picture: integrating online and offline. Econsultancy: What we’re about A guide for all of us 19
  • 21. Who we are Where we came from A bit of history 30 or so internet pros get together for a drink or two 2004 – Tim Berners-Lee presents at internet Decade event 2005 – Launch Future of Digital Marketing conference 2008 – Brand and site relaunch 2009 – Open first US office, active in Middle East and Far East, win every single award we enter Econsultancy: What we’re about A guide for all of us 20 The dotcom bubble! 1998 Ashley is working for a web agency, the night before a pitch. Needs a statistic fast. Nowhere to go… 1999 Ashley starts Econsultancy with Matthew O’Riordan 1999 Ashley writes first book ‘Web Project Management’ 2001 – Ashley leaves agency to write a second book 100,000 members 8,000 members 450 members 2002 – Time to get investment and grow this puppy 2003 – First paid memberships Add events, jobs and advertising to proposition 2006 – Training launches, business trebles in size 2007 – first Digital Ski, we head to the Alps with Econsultancy members 2010 – JUMP event and magazine launches, 1,500+ delegates
  • 22. Onward and upward Econsultancy: What we’re about A guide for all of us 21
  • 23. Who we do it for Econsultancy: What we’re about A guide for all of us 22
  • 24. Who we do it for Predominantly client-side Our membership includes marketers in some of the world’s best and fastest-growing brands. It also includes agencies, independent consultants and suppliers of tools, software and services to marketers. We serve both sides of the agency-client divide, but we lean towards the client-side marketer. If we do this well, the rest follows. Accenture • Adobe • American Express • BBC • BSkyB • Cadbury • Capital One • Chevrolet • Citi • COI • Dell • Deloitte • Disney • DuPont • eBay • Financial Times • GSK • Harper Collins • HSBC • IBM • Institutional Investor • IPC Media - IQPC • Lloyds TSB • Microsoft • Myspace.com • Oxfam • Random House • Sony Ericcson • Tesco • Thomas Cook • TimeWarner • Cabinet Office • Virgin Atlantic • Visa • WPP Econsultancy: What we’re about A guide for all of us 23
  • 25. Who we do it for We help at every level Our members range from beginners to some of the world’s most experienced digital marketers. We help digital marketers from the first day of their careers and are there for them as they grow into senior strategists and industry leaders. We’re always acutely aware of who each report, training class or event is for. That way, we pitch the content to the right expertise level. Accenture • Adobe • American Express • BBC • BSkyB • Cadbury • Capital One • Chevrolet • Citi • COI • Dell • Deloitte • Disney • DuPont • eBay • Financial Times • GSK • Harper Collins • HSBC • IBM • Institutional Investor • IPC Media - IQPC • Lloyds TSB • Microsoft • Myspace.com • Oxfam • Random House • Sony Ericcson • Tesco • Thomas Cook • TimeWarner • Cabinet Office • Virgin Atlantic • Visa • WPP Econsultancy: What we’re about A guide for all of us 24
  • 26. Who we do it for And every industry Our members are in financial services, consumer products, media, entertainment, business-to-business markets, you name it. We believe that it’s important to learn from people within your own market and from people in other markets. This cross-fertilisation is one of the main advantages of a thriving, diverse community. Accenture • Adobe • American Express • BBC • BSkyB • Cadbury • Capital One • Chevrolet • Citi • COI • Dell • Deloitte • Disney • DuPont • eBay • Financial Times • GSK • Harper Collins • HSBC • IBM • Institutional Investor • IPC Media - IQPC • Lloyds TSB • Microsoft • Myspace.com • Oxfam • Random House • Sony Ericcson • Tesco • Thomas Cook • TimeWarner • Cabinet Office • Virgin Atlantic • Visa • WPP Econsultancy: What we’re about A guide for all of us 25
  • 27. Who we do it for But all our members have something in common They’re all trying to rise to the challenges of change, complexity and competition. Digital never stands still. There is always more to learn. It may not be rocket science, but it’s not far from it. If our members don’t get it right, they lose traffic, revenue and market share to the companies that do. Econsultancy: What we’re about A guide for all of us 26
  • 28. The value we deliver Econsultancy: What we’re about A guide for all of us 27
  • 29. The value we deliver We drive online performance We make our members more effective at what they do. That means: Better decisions Faster insight Sharper execution In the dizzying digital landscape, we provide a map. A kind of framework for all the different digital disciplines and a trusted way to systematically fill your knowledge gaps. Econsultancy: What we’re about A guide for all of us 28
  • 30. The value we deliver Our killer KPIs Our members are chasing a wide range of Key Performance Indicators. Some want to master mobile others to improve search or affiliate marketing. Others have hit a plateau in their PPC or email marketing and need a boost. To simplify, we can boil most of these metrics down to a few: More visitors Higher conversions Better customer retention And these, in turn, add up to: Increased Customer Lifetime Value It’s reductive but it can help keep us focused. “Will this blog post, conference session, training course or research report help build Customer Lifetime Value?” Econsultancy: What we’re about A guide for all of us 29
  • 31. And some more immediate metrics On our way to the killer KPIs, we also help people in more immediate ways, relating to three spheres of influence: My Career My Team My Company Save me time Econsultancy: What we’re about A guide for all of us 30 Help me look smart Help me build a case Improve our skills Inform our decisions Sharpen our tactics Sharpen our strategy Boost our performance Help us master a new discipline The value we deliver
  • 32. The value we deliver Inspiring engagement Like so many things in life, Econsultancy gives more value to members who put more into it. The ones who ask questions in the forums, read and comment on the blogs, attend the events and training sessions. An important part of all our jobs is to inspire and reward deeper engagement. It’s easy when you’re totally convinced their time and attention will be amply rewarded. Econsultancy: What we’re about A guide for all of us 31
  • 33. How we’re different Econsultancy: What we’re about A guide for all of us 32
  • 34. Our competitive frame Because we’re so diverse, we compete against a wide range of competitors and substitutes. Communities Training Companies Econsultancy: What we’re about A guide for all of us 33 How we’re different Publishers Analysts and Research Houses Search Engines Social Media Event Companies Inertia
  • 35. Our strongest assets No matter who we’re competing with, these are the critical things we bring to battle: Econsultancy: What we’re about A guide for all of us 34 How we’re different Our brand Our reputation Our energy and passion Our experts The quality of our content Our community Our experience Our model
  • 36. Our strongest assets No matter who we’re competing with, these are the critical things we bring to battle: Our promise to the market. Earned the hard way. 100,000 and growing. Here since the dot in .com. The very best digital marketers in the world. In-house and close friends. Econsultancy: What we’re about A guide for all of us 35 How we’re different Our brand Our reputation Our energy and passion Our experts The quality of our content Our community Our experience Our model All-you-can-eat. Great value. We love this stuff and it shows. Original, authoritative, exhaustive, peer-reviewed.
  • 37. How we’re different Our credentials It’s easy to take for granted but no competitor has anything like our combination of assets. In short, we’re very, very good at what we do, and the market validates it every day. One of the leading marketing blogs on the web 100,000+ members globally 140,000+ downloads of internet Stats Compendium 20,000+ LinkedIn connections 6,000+ marketers trained 25,000+ Twitter followers 35,000+ page views a day 30+ Roundtables and Breakfast Briefings a year Over 200 training sessions a year Over 150 in-company sessions a year Best Online Business Publisher: AOP Consistently high Google rankings Average training course rating: 4.5 out of 5 Over 60 reports published each year Best Editorial Team: AOP Econsultancy: What we’re about A guide for all of us 36
  • 38. How we’re different Our reputation This deserves a page of its own… Our reputation for quality, authority and independence is probably our most precious asset. We enhance it daily by producing consistently excellent content, by delivering it in high-quality, professional ways, and by focusing on delivering real value to our members. That’s not a small thing, it’s a huge thing. Econsultancy: What we’re about A guide for all of us 37
  • 39. Our culture and values Econsultancy: What we’re about A guide for all of us 38
  • 40. This is us Culture and values may seem like fuzzy things but they’re very real. Culture is ‘the way we do things around here’ and values are ‘the things we respect’. Entrepreneurial and democratic We like to start new things and give our people responsibility for growing them. Because our business is so interconnected, we like to talk about decisions. Innovative and experimental Digital marketing is in a permanent state of furious innovation. So are we. We don’t know what will work, so we try something and measure it, just like digital marketers. Independent and member-focused We only answer to our members and make sure we give them the best advice we can. We’re drive by giving great value and getting people to come back for more. High-quality and professional Everything we do is thorough, informed, rigorous and actionable. We keep our promises and make good our mistakes. Econsultancy: What we’re about A guide for all of us 39 Our culture and values
  • 41. And we also work hard to be… Open and transparent We err on the side of exposing our motives and methods. We stay in dialogue with our members and respond to their comments and requests. Passionate evangelists We love the power and potential of digital. It’s what keeps us coming into work. And we genuinely want to improve the web for everybody. Unpretentious We make it our business to be experts, but that doesn’t mean we’re not still learning. We’d rather give credit than steal spotlights. Honest We believe in doing business with integrity. No exceptions. Econsultancy: What we’re about A guide for all of us 40 Our culture and values
  • 42. We hire smart, entrepreneurial people with a passion for digital, a strong moral compass and a sense of humour. We manage them with a long leash and an open door. Our senior execs are here to make the people who work for them succeed. Econsultancy: What we’re about A guide for all of us 41 Our culture and values The kind of people we hire
  • 43. Where we’re going Econsultancy: What we’re about A guide for all of us 42
  • 44. As far as the internet and Econsultancy have come, these are still very early days indeed for both. Digital never stops evolving, disrupting and advancing. We’re committed to being there, out in front of each zig and zag so that our members are the first and the best informed. We have no idea where it will all lead, but we’re just as excited about finding out as we were on our very first day of business. And we’re thrilled that you’re along for the ride. Econsultancy: What we’re about A guide for all of us 43 Where we’re going Still early days
  • 45. We know we’re getting It right when: The commercial metrics are going up. Things like revenues, profits and revenue per employee. Renewals are rising or staying high. Membership renewals, follow-on training, sponsorship re-bookings… Unprompted feedback is strong. Our members are advocates and evangelists. We’re still enjoying ourselves. That’s the best sign that we’re on the right track. Econsultancy: What we’re about A guide for all of us 44 Where we’re going How we know we’re getting it right
  • 46. Where you fit in to all this Econsultancy: What we’re about A guide for all of us 45
  • 47. Each one of us is an important part of the Econsultancy mission. Our culture, values and beliefs persist only if we live them. If we cut corners, make bad decisions and go for easy compromises, we lose the very things that got us here and that make this a great place to work. But if we stay true to who we are, who we’re serving and why we’re in business, there’s nothing we can’t accomplish together. Thanks for staying with us and for giving us your energy and commitment. Econsultancy: What we’re about A guide for all of us 46 Where you fit in We are the sum of our actions

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