Killer creative or optimised results?

Is it enough to have just one killer creative execution, or are numerous variations required to achieve maximum performance?

With overall click-through-rates falling, advertisers are increasingly looking for ways to optimise online campaigns to improve results.


Ten tips for website navigation

An effective and easy to use navigation system is essential for any site and can be the difference between making a sale and losing a customer.

The navigation should be easy to find and use, and should work consistently across the site. Make users work too hard and you risk losing them to another, more usable rival.  

Here are some checkpoints for making your navigation more effective:


£9.11 - the value of an email address?

In the latest DMA National Benchmarking report (Q207), all contributing ESPs were asked what value their clients could allocate to an email address. 

The average result came to £9.11 - but how did the DMA come to this figure and is it right to use it to inform your marketing activities?


Big Media to web firms - all your money belongs to us

Big Media's checkmate over many of the internet companies that were supposed to put it out of business has been inevitable.

But that inevitability is just now becoming clear to some internet idealogues as they recover from their kool aid-induced stupours.

As such, I thought it'd be worthwhile to look at three recent stories that exemplify how Big Media is slowly but surely starting to demonstrate its strength over many supposed internet threats.

0 comments CEO Kevin Cornils on the AOL deal

AOL yesterday announced it had acquired in a move that will see the affiliate network becoming part of its ‘all-in-one’ online ad unit Platform A.

With AOL failing to bag Tradedoubler last year, the deal means it has finally got its teeth into a performance medium that we estimate generated more than £3bn in sales for UK businesses in 2007.

We caught up briefly with CEO Kevin Cornils on what the buyout will mean for the company, including cross-selling opportunities, greater reach and cash for expansion abroad.

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The webmaster's guide to StumbleUpon

StumbleUpon has the ability to drive a huge amount of traffic (up to 20,000 visitors for popular articles) to your website and can be a very valuable marketing tool.

It is a thriving community of over 4.4m users who rate and categorise web pages before sharing them via the StumbleUpon toolbar.

This guide will help you make the most of it without the risk of upsetting the community.

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Does loyalty count?

Many companies have invested heavily in the past twenty years in loyalty schemes, particularly in the retail and travel markets.

But recent research has suggested that this has had little impact - with only one in four UK consumers professing strong loyalty to their favourite brands. 

More interesting are the regional variations the research uncovers, with strong loyalty at 33% in the Tyne Tees area but only 20% in Scotland. Why is this?


Optimisation is not a magic trick

When Hitwise published its Hot Shops List of the Top 50 Online Retailers in the UK, I leaned back from my screen and thought what does it all mean?

Strip out travel, IT and services, and you see how online performance still doesn’t correlate with organisation size, market share and buying power.


Ann Summers to relaunch website

There was a vendor-laden line-up of speakers at the Retail Business Show in Olympia today, so the hottest draw was undoubtedly the keynote presentation – the story of Jacqueline Gold, the woman behind Ann Summers.

It was a pity that the good lady didn’t turn up to deliver it...

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Do you make these email marketing mistakes?

Email is still one of the most effective marketing channels for a small business today – it is cheaper, more measurable and can be targeted more effectively than traditional direct mail.

More than half of the respondents to our 2007 Industry Census that tracked their ROI, said that income from email marketing was three times or more than the amount spent , while almost a third said it was five times or more.


Q&A: Pocket-lint’s Stuart Miles talks about online publishing

In the past few years Pocket-lint  has grown to become one the UK's largest gadget sites, and we recently interviewed founder Stuart Miles to talk about his experiences in online publishing...


Site Review: Mydeco is an interior design website which aggregates products from 500 retail partners, including Marks &Spencer, John Lewis, and Argos.