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 […]
‘Brands must do more on LGBT representation’ argues Pride as it launches first ever TV ads
Pride In London will team up with Channel 4 to launch the TV campaign as both look to mark the 50 years since Parliament first voted to start legalising homosexuality.
International round-up: Google’s potential fine, Alibaba partners with Publicis
Plus Fox follows YouTube with six-second ad format, Comcast brings blockchain technology to TV advertisers.
HP’s CMO: We must be business people first and marketers second
Antonio Lucio believes marketing must be about building the business, not just the brand, if it wants a seat at the top table.
Why Pinterest doesn’t want users to spend more time with the brand
Increasing dwell time is not the platform’s goal, according to president Tim Kendall, who instead wants to help people achieve their objective with the “least amount of friction”.
