E-marketing Essentials - January 2005

E-marketing Essentials are 5 'must read' articles from the previous month for digital marketers from the hundreds I scan.

They are sent to delegates to Dave Chaffey's E-marketing workshops who have opted-in to receive them. I have agreed with Ashley Friedlein of E-consultancy that I will post them here also in the hope that they may be useful for forum members who haven't seen these articles or news items.

1. Proving the returns from multichannel marketing
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This is a useful compilation of articles and cases from E-consultancy on approaches to demonstrating how online marketing activities impacts offline sales. It also covers the reverse situation.

http://www.davechaffey.com/Internet-Marketing/C5-Marketing-Mix/Multi-channel-marketing-research-and-cases

2. Model web contract
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If you are responsible for outsourcing web site or campaign microsite builds or updates with an agency, this model contract for UK law could help show that you are covering the key areas which sometimes give rise to dispute.

http://www.davechaffey.com/Internet-Marketing/C7-Service-Quality/Model-web-site-design-contract

3. Presentations IDM Digital Marketing conference
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The Institute of Direct Marketing convened its first Digital Marketing Conference in November last year.
Presentations may be useful if you are presenting to colleagues about the merits of different e-media, e.g. paid search, viral, e-mail marketing since the papers presented are available for download.

http://www.davechaffey.com/Internet-Marketing/C8-Communications/Presentations%20IDM%20Digital%20Marketing%20Conference

4. 2004 Online advertising report
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A free 22 page report on the state of UK Market includes cases from Multimap (Geo-targeting), Alliance and Leicester (PPC) and Sony-Ericsson (online sponsorship).

Other recent reports include Online Financial Services, Online Retail, Gambling and Wi-Fi.

http://www.davechaffey.com/Internet-Marketing/C8-Communications/E-tools/Interactive-Advertising/2004-Online-Advertising-Report

5. Affiliate marketing
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My most recent CIM WNIM article is a basic primer on affiliate marketing for retailers who aren't actively involved in this area yet.
Same as last month, since WNIM took a break over Xmas.

http://www.davechaffey.com/E-marketing-Insights

6. Other articles I found interesting
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A full listing of what I have blogged in the last month.

View: http://www.davechaffey.com/news