Olympics show digital screen making its mark
Michael NutleyDigital out-of-home advertising is fast becoming an essential medium for clients to reach a wider audience, and will get even better with continued investment.
“There’s no point having data unless you do something with it…”
Michael NutleyAdrian Hado, head of insight and analytics at Avios, talks to Michael Nutley about how the loyalty scheme is perceived by its 2 million UK members less than a year after it rebranded from AirMiles
Open seven days a week
Michael NutleyMetro Bank chairman Anthony Thomson tells Michael Nutley how he used the retail model and his experience as a marketer to create a customer-focused business that is like no other bank.
Mapping out the high street
Michael NutleyConsumers are increasingly happy to receive marketing messages via their mobile phones, as long as they offer something of specific, targeted value. Location-based marketing is a great way for brands to do just that
There’s a lot more to social media than fire-fighting a wall of gripes
Michael NutleyAlthough most companies’ experience of social media is as a feedback tool, its reputation as a driver of innovation is on the rise.
Why marketers must look to new places to turn data into treasure
Michael NutleyA new maturity is emerging in how brands approach online measurement that links activity to revenue.
The mapping tool that can help your social media get to the point
Michael NutleyA new tool that enables marketers to input social media data and get a visual rendering of a community could be a game-changer
This is the year to take mobile more seriously
Michael NutleyMobile 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. […]
Contents and context are as crucial as targeting
Michael NutleyThe 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 […]
Is your brand a data have or have-not? Time will tell you
Michael NutleyTimeliness 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 […]
Digital marketers need to see the big picture
Michael NutleyIf 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.
Double your impact with two screens
Michael NutleyBrands are using integrated cross-channel campaigns to ramp up engagement among consumers who watch TV and go online simultaneously.
Constant communication takes marketers down a beta channel
Michael NutleyThe ability to measure consumer behaviour online has made the process of marketing more important than the actual campaign. The history of the internet is one of unintended consequences. The “network of networks” was never intended for commercial use, but has its roots in academics sharing information and the military’s desire to build a robust […]
Marketers targeting the inner circle of your social network
Michael NutleyBrands wishing to target friends on social networks are taking a less-is-more approach. But privacy remains a major concern. In social network terms, bigger is not necessarily better. The early days of social networking were dominated by the rush to have the most friends or the most followers. People invited and accepted everyone into their […]
He who shares, wins
Michael NutleyWhen dealing with those marketers still sceptical about the power and importance of social media, one of the easiest ways to explain its value is to talk about word-of-mouth. The idea that social media is, at least in part, the everyday conversations about the products and services people use writ large has become commonplace, and […]