Guest Author

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.

by Guest Author 04 June 2007 08:30am 0 comments

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.

by Guest Author 18 May 2007 10:32am 0 comments

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.

by Guest Author 16 May 2007 08:48am 0 comments

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.

by Guest Author 02 April 2007 09:56am 1 comment

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.

by Guest Author 07 March 2007 10:18am 1 comment

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.

by Guest Author 02 March 2007 08:34am 1 comment

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.

by Guest Author 20 February 2007 12:54pm 0 comments

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...

by Guest Author 12 February 2007 13:21pm 0 comments

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.

by Guest Author 02 January 2007 11:34am 0 comments

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...

by Guest Author 12 December 2006 18:28pm 0 comments