What role can sensory branding play in online marketing?
Many offline brands have woken up to the importance of marketing activity that appeals to all five senses, rather than just the traditional senses of sight and sound, writes Simon Harrop.
SEM - the benefits of copy optimisation
Optimising your paid search copy can not only improve the performance of campaigns; it can also provide valuable research for your other marketing strategies, writes Nathan Levi.
Lessons learned from around Europe
Across Europe, marketers have successfully overcome their particular challenges in email marketing by understanding how people use digital communications and by looking at the extent to which the internet has been adopted.
In the UK, writes Antonio Ferrara, we can take valuable lessons from these approaches to develop strategies that can help us gain the trust and attention of audiences.
Impact in the digital marketing mix
The days of looking at online campaigns purely in terms of immediate conversion rates have gone forever, writes Andrew Hood.
Retail Week review: Targets miss the multi-channel point
Last week at the Retail Week Conference , I was so pleased I wasn’t in the corrugated roofing business, because no-one was talking about it. Everyone, on the other hand, was talking about multi-channel retailing - and it was great.
From the opening remarks to the close, a gruelling 33 hours later, e-commerce, its impact on retailers and on the high street was the main talk of the auditorium, the breakout sessions and the coffee queue.
Why Ceefax and Teletext rule
Chris Averill takes a look at why 'more advanced' interactive TV services haven't been a bigger hit with viewers.
Multi-channel retailing has finally arrived
This is a controversial thing to say, but e-commerce hasn’t been a great experience so far for most major retailers.
Despite significant investment, many are left with businesses that generate no more than 5% of their total sales – and somewhat less than their fair share of profit.
Five things you didn’t know the internet could do
Opinion piece by Simon Carbery and Nicholine Hayward.
If you have the right tools and you know where to look, the internet is a mine of useful information about your market, your customers, your reputation and your future. From search engines to social media, there’s a wealth of intelligence out there.
Now, at last, the internet and the priceless data it provides is being put to work to deliver meaningful and measurable performance improvements across a wide range of business activities...
Blowing away the CPA myth
As firms start to understand more about how customers interact with their advertising, Andrew Hood foresees a need for a more robust way to allocate payments between different elements of marketing campaigns.
Reaping the rewards of consumer brand ownership and Web 2.0
Opinion piece by Douglas M. Smith
Recently, I sat in a meeting with the Chairman of a well-known entertainment brand, which few would label as being the most advanced company in terms of online marketing.
Being able to present to any major company Chairman is in itself, a clear sign of the shifting corporate priorities towards digital related marketing techniques...
Social media: the best and worst of 2009
Email marketing: six steps to improving customer engagement in 2010
Web 2.0
Graham Charlton
Strategy & Planning
