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With the advent of shopping related media in the ad market today, it’s no surprise that many people have a hard time defining the right expectations for performance from their retail publishing partners.
Not long ago, it was unheard of for a brand or agency to be purchasing digital media on a retailer’s website. However, with the amount of cross-channel shopping that consumers are doing, and with the amount of influence that websites have on in-store purchases, it’s no longer something brand advertisers can ignore.
It’s the time of year when lists are produced in their hundreds; wish lists, predictions and trends for 2012.
2012 is the year that marketers can affect change more than ever. The reality is that we don't always get what we want, sometimes we have to work that little bit harder to get it.
Here's my alternative list of 11 things that Santa will NOT be bringing you this Christmas, with some suggested further reading. Maybe it's a worth a glance over a glass of mulled wine.
Can a prominent comedian shake up the comedy business by producing his own event and selling it to consumers online in digital format DRM-free? Thanks to Louis CK's experiment, we now know the answer is yes.
More than 100,000 comedy fans have snapped up 'Louis CK: Live at the Beacon Theater' for $5, earning the comedian a healthy profit and sparking a discussion about digital content, business models and pricing.
Here's what you can learn from Louis CK's experiment.
Research company YouGov has today released its predictions for people’s consumption and behaviour in relation to smart TV, smartphones, digital radio and tablets throughout 2012.
The main points suggest that connected TV will not be taken up with gusto just yet, smartphone users largely ignore advertising on mobiles, and that DAB digital radio hasn’t quite lived up to the hype.
How well do you understand the needs of mobile searchers, and are your campaigns capitalising on the growth of mobile?
In a fluctuating economic world, it is essential for brands to adapt.
For 2012, businesses must become agile and adopt innovative strategies that engage with today’s increasingly ‘switched-on’ consumer. Here's how.
Web writing, while basically an extension of its offline counterpart, will always be driven by visits, which will always be driven by SEO.
And as SEO becomes more about a user’s overall experience on a website than the number of keywords in the content, it’s clear that a well-ranked website can’t survive without a happy mix of the two.
I don’t think I’m being too controversial when I say that, over the last few years, trust in the banking system, banks and bankers (three very different things that have been unhelpfully lumped together by the mainstream media narrative), has taken a battering.
The financial sector as a whole has huge job to do and in my view, social media is going to play a key part in getting it done.
This post will look at two key issues around trust and social media: how to measure it and how to build it.
The Advertising Association (AA) and Warc have downgraded claims that UK advertising spend will grow by 4.7% in 2012, as predicted earlier this year.
Forecasted growth for next year has dropped to 3.8%, which reflects the “deteriorating economic outlook and the impact of the Eurozone crisis on global corporate and consumer confidence”.
In new research conducted by Econsultancy, one of the key barriers to growth was identified as finding staff with suitable digital skills.
For the Digital Marketing: Organisational Structures and Resourcing report, we also asked participants in the survey about the specific skill areas that they perceived to be the most difficult to recruit for.
Web analytics and data topped the list, followed by social media, and content marketing, indicating that there is already a potential skills shortage in these areas.
When respondents were asked which digital marketing disciplines they anticipated would be the key areas of growth in the coming year, the top answers were social media, content marketing, and web analytics and data.
The fact that those areas of predicted growth in resourcing were the same as those that are already listed as being the most difficult to recruit for means one thing: a looming talent time bomb.
As the countdown to 2012 speeds up, it's time for some predictions.
Here are five things brands will be devoting their time and budget to next year, including driving cross channel sales, multichannel attribution, and mobile marketing.
A study from the Chief Marketing Officer (CMO) Council and social technology business Lithium reveals a disconnect between what senior marketers think consumers want from social media, and the reality.
According to the 1,300-plus consumers surveyed online globally, there was found to be an expectation that a brand follow, like, post or preference in a social media environment would enable a person to; be eligible for exclusive offers (67%), have the opportunity to interact with other customers who share the same experiences (60%) and gain access to games or contests (65 %).
When the same question was asked to over 120 CMOs, the results were very different.