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 […]
Channel 4, ITV and Sky join forces to prove value of on-demand to marketers
The UK’s major broadcasters have produced what they claim is the most robust research around broadcaster video-on-demand to date, as they look to woo agencies and planners.
M&S, Tenzing, WPP: 5 things that mattered this week and why
Catch up on all this week’s marketing news including change at the top of M&S and WPP, and how a former Red Bull marketer is trying to change perceptions of the energy drink market.
M&S’s shake-up suggests its ‘one brand’ marketing strategy didn’t work
The decision to split responsibility for marketing into the two strands of its business might seem like a step backward for a retailer with such a strong brand, but it should enable it to move faster and focus more on what matters to customers.
P&G looks to even greater marketing efficiency to help tackle disruption
The FMCG giant wants to sure it is reaching the right people at the right time as it looks to fight off growing challenges from ecommerce, own-label brands and digital disruptors.
