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 […]
Mark Ritson: Trump is single-handedly saving the news industry
Donald Trump’s chaotic presidency is highlighting the importance of trusted news brands and driving consumers towards the only model that can save the industry – paid subscriptions.
Marketers returning to commission-based pay models for agencies
Marketers are increasingly moving away from paying their agencies based on fees and incentives and instead adopting compensation models in a bid to ‘simplify’ pay models, according to a ANA report.
Google turns to AI as it looks to improve attribution
The internet giant claims its “cutting edge” machine learning work will help advertisers better understand the consumer journey and therefore how their marketing leads to a sale.
EasyJet CEO Carolyn McCall urges marketers to stop ‘over-using’ the term innovation
The EasyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
Personal Development
Key insights and resources for personal development.
Agency Relationships
Everything marketers need to know about agency relationships.
Mark Ritson
Opinion from award winning columnist and marketing professor Mark Ritson.
100 Disruptive Brands
Media Strategy
Everything marketers need to know about media strategy.
Customer Experience
Everything marketers need to know about customer experience.
Digital Transformation
Everything marketers need to know about digital transformation.
Team Management
Key insights and resources to help you manage your marketing team.