July Digital Strategy supplement
To view the July Digital Strategy supplement click here
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 […]
Marketing Week Meets… Mark Ritson
The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.
At John Lewis, smartphones are now the most popular way to shop online
Mobile accounted for 42% of website visits in 2018; however, people still prefer to make bigger, more considered purchases on desktop.
How brands can maximise marketing effectiveness
Proving the effectiveness of marketing spend is moving up the agenda but exactly how to do that is still a sticking point. Last-click attribution and short-term metrics are often easier to analyse but risk “picking the fruit without watering the plant” and ignoring the long-term impacts.
Marketoonist on digital transformation
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
