Decision time for Yahoo
Disappointing results, job cuts, the loss of its former CEO and a takeover approach from arch-rival Microsoft.
We take a look at a tumultous past couple of weeks for Yahoo.
Killer creative or optimised results?
Is it enough to have just one killer creative execution, or are numerous variations required to achieve maximum performance?
With overall click-through-rates falling, advertisers are increasingly looking for ways to optimise online campaigns to improve results.
The big CPM squeeze
With vast amounts of inventory available, increased competition and dropping response rates, many publishers are seeing their display advertising CPM rates falling.
The challenge is to offer advertisers increased flexibility and new formats in order to protect margins.
When email newsletters become spam
The success of email newsletters rests on a delicate balance between regular communications and flooding your customer’s inbox.
I take a look at HMV’s email marketing efforts, which offer a lot but fail to deliver.
Paradise or Bust – the pros and cons of community
The concept of Tribewanted.com is to develop a community existing both on an island in Fiji and online.
The project’s success is due entirely to promotion via social networking, but this could also be its biggest risk of failure.
How to measure online branding campaigns
In an industry so accountable and measurable, it seems that some are using the excuse of delivering “brand awareness” to avoid the need to prove results.
Now P&G, one of the world’s largest advertisers, has spoken out for the need for change in the internet marketing industry.
Behavioural targeting delivers 600% uplift
Are broad demographics really relevant in the online world? Is customer behaviour far more insightful to delivering your marketing message?
Behavioural information allows you to develop a toolbox of techniques to improve the relevance of your online marketing, delivering for one client a 600% uplift.
RIP last click wins?
Is it time to say farewell to the old model of assigning all the value to the last click? Many marketers want the ability to measure customers' paths to purchase and understand the influences of each channel on a sale.
It would be a dream to accurately measure the impact of your TV ad on generating uplift in an outdoor campaign, driving interest in your press ad, which subsequently delivers a sale.
But can this now be achieved online?
It's not all about the last click in search marketing
One of the biggest challenges in paid search marketing is measuring the impact of generic keywords on your sales.
We all believe generic keywords have a brand-building benefit, but how can you accurately measure this?
Mobile takes the web back to the 90s
With mobile phone penetration significantly higher than PC ownership, why has mobile internet yet still to take off?
While many predict that mobile internet is set to explode, could its simplicity also be its biggest failing?
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
