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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.
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...
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.
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...
In the past few years the travel industry has formed such a close relationship with the internet that travel web sites became the equivalent to operators shop fronts.
They achieved this by keeping pace with the high speed world of e-commerce and offering customers the possibility of booking their travel with just a click of their mouse. The industry adapted to the internet business model very quickly and is now reaping the returns from this.
Guest blog by Greg Jarboe
October 28th was the 100th birthday of the press release. Internet marketing executives who are interested in the future of the online press release can learn some important lessons from the early history of public relations.
Ivy Lee, who some consider to be the father of modern PR, invented the press release on October 28, 1906. One of his first clients was the Pennsylvania Railroad in the US. Following a major accident in Atlantic City, NJ, Lee not only convinced the railroad to distribute the first press release, he also invited reporters to the scene of the accident and provided a special train to get them there.
By Andrew Hood, Lynchpin Managing Director
The concept of keyword success is hardly new. The growth of search marketing has, arguably, been fuelled by the ability to track the sales delivered by individual clicks, conversion rates and keyword return on investment.