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Can offline marketing and advertising help you save money in digital marketing?

We know that offline marketing and advertising drives demand that can be captured, and monetised, online. The correlation between TV advertising and paid search performance, for example, has been much discussed; and direct mail, or catalogues, drive online sales.

But do you know of any examples where the cost of offline marketing or advertising has been more than offset by the savings in the online marketing?

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10 things Tesco can do better online

Tesco.com receives more than 300,000 orders a week and its online sales for the first half of 2007 reached £748m, so it is hard to pick any flaws with it's business. But could it be doing even better? We think so.

Tesco is in a similar situation to Amazon (which we looked at last week) and may not want to mess around with a site that is clearly working in terms of revenue.

Nevertheless, we've identified 10 areas that could be tweaked to generate even more of the green stuff for the retailer...

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Eric T. Peterson on Web Analytics Wednesdays and the latest trends

Eric T. Peterson, the man behind Web Analytics Demystified, is in London later this month for Web Analytics Wednesday. We asked him about these networking events and also got his insights on some hot topics in analytics.

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Breathing customer oxygen: How to build a customer-centric retail organisation

Everyday work life is filled with profit and losses, initiatives, metrics, administration, logistics and politics. All of this – along with the operational aspects of running your retail establishment – is vital to your business.

However, the most important aspect of your business, and one that must be measured on an ongoing basis, is the opinions and perspectives of your customers.

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Drama 2.0's Web Week in Review

The headlines this past week were dominated by economic news - news that is having an impact on the technology markets. Here are the stories I found most interesting.

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69% of companies do not email checkout dropouts

Two-thirds of companies in the UK are failing to send emails to customers who have abandoned their shopping baskets.

This seems like a missed opportunity, and is one of the findings of the E-consultancy / Adestra Email Marketing Industry Census 2008, a survey of agency and company email marketers in the UK.

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Bebo snapped up by AOL for $850m

UK-based social network Bebo has been acquired by Time Warner's AOL for $850m (£418m) in cash.

Bebo, which is particularly popular in the UK with a teenage and young adult audience, has an estimated 40m members worldwide and around 80m unique users. 

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CNET: We Can't Find the Influentials Either

CNET has conducted a study of 'influencers' amongst users of the websites in its network.

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Eye-tracking 2.0: it's about users, not science

Eye-tracking has been used in web design for many years. However, the widespread preconception is that it takes PhD skilled technicians - plus long consulting hours - to make any sense or use of people’s eye gaze data.

The value from eye-tracking has been directly related to consultancy skills, but shouldn’t it be more about real users?

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What Wikipedia can teach us about SEO

Wikipedia probably receives more traffic from Google than any other website. With over 2 million in depth articles the English version is most people's idea of a perfectly optimised site so what can we learn from it?

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The Link Buyer's Guide

Most webmasters should know by now that link buying is a "black hat" search engine optimisation tactic. High profile sites are being given penalties for buying their way to the top and Google is publicly making life very tough for link buyers and sellers alike.

So why am I writing a link buyer's guide?

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Is the search interface key to user experience?

Google has one of the most basic interfaces on the web. In fact, the simplest pages on Google are their most profitable with most of the revenue coming from search pages and comparatively little arriving from maps, video, Gmail etc

The new Search Me search engine promises to deliver a new kind of interface and the developers no doubt hope to gain market share as a result.

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