Mobile marketing has come of age thanks to social search, targeting and the ever-growing popularity of smartphones. A new advertising medium only comes of age when it discovers the thing it can do that no other medium in the market can. Before that point, it’s just a case of importing other advertising models. Take online. […]
The recently developed relationship between targeting and creative poses a challenge to agency business models. The big trends in digital advertising during the past 12 months have all been about improving targeting, and by extension all about data. The tail end of last year was dominated by the adoption of retargeting by online retailers, and […]
Timeliness is becoming the determining factor for online success, but the data systems required to achieve it are creating a digital divide. Data is the great obsession of interactive marketing. At first, unprecedented measurability was the great claim of internet advertising. More recently battles have been fought over how much data people are prepared to […]
If there’s one thing that comes through very clearly in this edition of Digital Strategy, it’s that a siloed approach to media channels is no longer tenable.