July Digital Strategy supplement
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The good, the bad and the useful
Increasingly, there’s no such thing as a bad review and brands are using sophisticated social media thinking to integrate reviewers into their online strategy. By Charlotte McEleny
Spread the word – viral is catching on
Hit viral campaigns can generate explosive results – but understanding the nature of the beast is crucial to creating virals that go forth and multiply.
The future of search is in your hands
It’s currently cheaper, highly targeted, delivers results quicker and is taking over the world: how many more reasons do businesses need to mobilise their search offering?
Survival of the fittest
Traditional online ad networks are under increasing pressure and need to evolve to stay alive. Five industry specialists discuss the issues.
Channelling the energy online
A rethink of its whole attitude towards online has transformed VIMN’s TV brands, including MTV, into cutting-edge, social-media-savvy exponents of the art of digital marketing.
The on-off romance blossoms
After a stuttering start, online and offline marketing are finally beginning to speak the same language, and the relationship is blooming.
Harnessing the power of social advertising
Sponsored feature Forward by Jonathon Beeston, global marketing director, Efficient Frontier Performance-based marketing – search, advertising, direct marketing, and now social marketing – used to work within reasonably clear boundaries. Good marketers would link them by creating unified messages, sharing insight from each discipline, and even getting all the various agencies round the table to […]
He who shares, wins
When 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 […]
How marketing is working with finance to shake off the ‘us versus them’ attitude
While traditionally seen as adversaries pulling in different directions, today marketing and finance are forging close, collaborative relationships focused on delivering a shared vision for success.
UKTV on removing the tension between marketing and finance
A Marketer’s Best Friend: Fostering a strong degree of trust between marketing and finance has created an agile and forward looking environment at UKTV.
Bud Light hails relaunch a success as it looks to ‘cement’ positioning with TV push
The low-alcohol beer brand is boasting of a 27% repeat purchase rate since its return to the UK market this year, and claims young people who have fallen out of love with beer are among its biggest customers.
How are we still getting age in advertising so wrong?
Marketers are still failing to accurately portray the over-50s in advertising, despite extensive research showing a golden opportunity for brands that get it right.
