Digital's Chief Executive has been a regular commentator in the trade press since the mid nineties. Here are a few recent articles. For a full listing, licenses to reprint, or commissions for your website, magazine or journal simply email the Digital team giving as much detail as possible.
We're set for another record-breaking Christmas for ecommerce (14% sales growth in the UK alone), and data behind the headlines confirms major shifts in the way people shop. After many years of hype, mobile finally looks set to contribute a significant portion of sales. The growth of pods, pads, apps and iTunes helped Apple become the second biggest online retailer in the UK and in the scramble for festive shoppers' cash, eBay opened its first high street shop. 20th Century Fox started selling DVDs via QR codes on posters, and Google's strengthened its mobile wallet service as it makes the 2012 play for owning the online transaction space.
This month's news was dominated by Google. Latest expansion plans include focusing on Chrome, cloud music and social networking. With 50% of smartphones now powered by Android, the growth will help Google capture the elusive 'single sign-on'. The internet giant also offered a rare peek into how it ranks search results - with big implications for anyone planning 2012 SEO strategies. Meanwhile Microsoft, AOL and Yahoo finally managed to agree an advertising alliance; as they square up to Facebook, Apple and Google.
In social media there's new research about the phrases that boost Twitter clicks (and don't) and why people do (or don't) follow brands on social media - plus the 5 firms that control 65% of all global ad spend: can you guess who they are before reading further?
Read November 2011
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Wednesday, 30 November 2011
This month’s research roundup gives more proof about the speed of mobile growth and rising social use. Worldwide mobile access is outpacing fixed-line internet access, and as India's new $40 tablet shows, the economic barriers to technology are tumbling. Global ad revenues from social media are exploding, set to surpass $5bn this year, and doubling to $10bn in 2013. In the UK, web adspend overtook TV - forcing many media agencies to rethink the weight of online vs TV in the mix for FMCG brands.
Below you’ll find how Google ramped up its analytics and encrypted user's searches by default and how Facebook beefed up its conversation management reporting, helping demystify that elusive return on social media investment. Microsoft finalised its own big social media play by securing the Skype acquisition, while Yahoo’s recovery looks unclear – lacking the budgets to acquire.
This month’s loss of Steve Jobs touched us all and united the digital industry. As chief architect of ground-breakers like Mac, iPod, iPhone and iPad, Jobs had a knack for knowing what consumers wanted, before they did. He leaves a huge void not just in Apple, but in digital innovation.
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Thursday, 27 October 2011
Is Facebook destined to become the next AOL? This month saw the social network transform into a media hub, realising Zuckerberg's strategy of positioning Facebook as an "Internet within the Internet". The move has worked for games, providing huge ad revenues and rich demographic data yields, but will users be happy to watch Netflix films, stream Spotify playlists and read eBooks within Facebook's site? Or is it too similar to AOL's doomed "walled garden" strategy of the early noughties?
This month saw Google take the revamped Google+ public, buying Groupon rival Daily Deal and unveiling its potentially revolutionary Wallet service in the US. Meanwhile, Twitter's new analytics tool could help marketers shed light on the dark art of social media ROI, and the relationship between retweets and revenue on the micro-blogging site.
September also provided some prime examples of how not to get ahead in digital media. Yahoo fired fiery boss Bartz over the phone, leaving the former dotcom darling looking for a buyer. RIM saw its profits collapse as Blackberry lost its grip on the mobile market, and newly bought MySpace has been forced to postpone its grand launch. Award for worst CRM of the month goes to Netflix, which fumbled a re-branding and re-pricing strategy that outraged customers and forced a humble YouTube apology from the CEO, which you can view in all its wince-inducing glory below.
On the research side, we've got some telling stats on mobile broadband this month. 1 in 10 of eBay's customers now buy via mobiles, while the UN found that over 10% world population now has mobile broadband. Food for thought for anyone doubting the potential of mobile...
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Friday, 30 September 2011As Yahoo ousts another CEO, it’s clear that problem is with the portal and not the person…
Thursday, 08 September 2011Continue reading "Is Yahoo looking for the answers in all the wrong places? " »
It’s a smart use of digital from an increasingly cutting edge team: UK Parliament’s latest online game invites young people to put themselves in the Prime Ministerial hot-seat and find out if they have what it takes to run the country. Danny Meadows-Klue reckons it’s a perfect example of right media channel, right content, driven from the right communications objectives. Here’s why…
Thursday, 08 September 2011Continue reading "UK Parliament uses online gaming to build citizenship" »
Who says August's the quiet month for news? Here in the UK, riots revealed the worst and best of social media: large-scale looting was organised at least in part via secure Blackberry Messenger, while large-scale clean-ups were enabled through Twitter hashtags. Watching criminals exploit the privacy of BBM was as depressing as the relief felt from watching the publicly spirited clean-up. All a strong reminder that social activism through social media and messenger tools will be a permanent feature of society from now on whether in Libya or London.
Digital media battle lines continue to shift, as Google became a fully-fledged mobile maker after the Motorola acquisition, and a fully-fledged TV platform with the UK announcement of Google TV. Facebook got serious about location, dropping 'Places' for a universal location tagging system, adding mobile messaging in its bid to stifle Twitter and FourSquare, and ramping up its privacy along the way.
On a sad note, Apple lost its 'rock star nerd', as Steve Jobs stepped away from the helm. Jobs is a true digital revolutionary who pioneered game-changers like the iPod, iPhone and iPad - a real icon of our times who has materially affected all of us. While Apple's strategy looks confident to continue, we're still unconvinced by the shock moves at heavyweight tech firm Hewlett-Packard to ditch mobiles, tablets and PCs to become a standalone software maker.
Also in this month's edition, some eye-opening stats we think you'll enjoy: Amazon accounts for 1 in 5 of all web visits, the UK's Daily Mail became the second most read news site in the world. Which paper came first? You'll have to read on...
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Thursday, 01 September 2011
With online sales now 10% of retail here in the UK and 1.5m jobs linked to this within a few years, July has been a month of ecommerce innovation. Contrast that to over 10 years back, when we started the Digital Intelligence newswire, and online retail was barely 0.1% of retail spend. This month the whole retail supply chain is innovating fast.
Online retailer Tescos is piloting Wi-Fi access in-store that could unlock a cheaper and easier blended ecommerce with the product acting as a trigger to website downloads without consumers paying for mobile data. And also shows they’re CIO is clearly not frightened about price comparison.
Google debuted ‘AdWords Express’ and shook up small business marketing – yep, they made the simple even simpler and in doing so make a strong pitch to go client-direct rather than through agencies.
The digital strategies of the retail giant Asos (for marketing), Groupon (for auto sales), Google (for product dev) and Facebook (online gaming revenues and sales partnerships) also caught our attention.
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Monday, 01 August 2011
Has Google finally got social right? Early signs from our research indicate that the more nuanced approach of Google+ more to social might finally give Facebook something to worry about, after the failures of Buzz and Wave. Our trackers show Google now attracts 1 billion visitors a month- the audience is there if the product is good enough. And if Facebook needs any reminding that the mighty can fall, this month saw News Corp offload former social media king MySpace for a pittance.
As opportunities for digital marketers grow, so do the legal pitfalls. This month saw ICANN approve '.anything domains'. We're split on whether this helps brands or leaves them exposed to squatters - but without a clear online brand strategy it will be an uncomfortable year for marketing directors. Meanwhile the new EU cookie law, which effectively makes most UK websites illegal without an opt-in for tracking, has been deferred for a year. Are your strategies in place?
Headlines below, full stories at the end of the click, and if you'd like a deep dive briefing on a key theme then let us know what you'd like researched by setting your choices here: http://www.digitalstrategyconsulting.com/updatemydetails.
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Friday, 01 July 2011The thing you first notice is the scale of mobile use. When it comes to the internet in Italy, mobile is the key platform, and as mobiles get smarter and connections get faster, internet access in Italy is undergoing a step-change from the web to mobile. Online use in Italy gives a window into mobile social networking that other markets will adopt and as Danny Meadows-Klue discovers in Milan, Italians are hungry for even more time on Facebook.
Monday, 20 June 2011Internet radio network Pandora helped define social music online. Using the Amazon model of ‘people who like this also like this’, Pandora build a global audience franchise. But while Shazam stole the crowds in clubs, and iTunes captured the downloads markets, Danny Meadows-Klue argues that Pandora’s growth lacks the scalability of a smart internet business model. That’s why $16 a share feels like investors are paying over the odds…
Monday, 20 June 2011Twenty years ago direct marketing focussed on postal mail and print adverts. As direct response TV grew, another channel was added within the framework of the discipline. The direct marketing skillset grew into a core discipline in digital marketing, and as new laws on privacy and the use of cookies arrive in the UK, Danny Meadows-Klue reflects that direct marketers need to be going further than the new legal framework if they’re to maintain the trust of their consumers.
Monday, 06 June 2011The rise of internet use in marketing is happening much faster in Mexico. From the pavement cafes of Polanco to the glass box skyscrapers of Santa Fe, in Mexico City Danny Meadows-Klue finds a growing internet economy and ambitious marketers readily using online tools from search to mobile and keen to exploit everything social media has to offer in Mexico.
Tuesday, 31 May 2011
Social media strategies are back at the top of the news agenda, with continued explosive growth among Facebook, Twitter and YouTube reminding every company it needs to evolve its strategy to keep place with the what the platforms offer.
Facebook's facial recognition software sent European privacy advocates leaping for their email. Watch this play out through the summer and remember it was only a year ago that Zuckerberg landed the message that 'privacy is no longer a social norm'.
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Tuesday, 31 May 2011The energy of the Chinese internet industry is as loud and ceaseless as the building work in Shanghai’s skyscraper forest. China’s internet market is vast, and growing. More than 470m people are online in China, accounting for around 35% of the country’s 1.3billion citizens. In the net bars and offices of Shanghai, Danny Meadows-Klue discovers a hunger to use the web that spans from business to education. The urban landscape in China is changing fast, but the digital landscape many times faster. Most Western firms have no idea what’s coming…
Monday, 23 May 2011Continue reading "China internet use – a snapshot of online audiences" »
Singapore’s general election proves to be the most democratic in 40 years as the PAP ruling party’s share of vote tumbles to 60%, with opposition members joining to parliament in the big regional wards for the first time. In Singapore, Danny Meadows-Klue finds out how Twitter, Facebook and independent online media have changed voter expectations and the political mandate forever.
Friday, 13 May 2011
Early analysis of Google's most recent UK search update is striking less for the list of sites that have benefited (including respected UK brands the Guardian, the Telegraph and Which), but primarily for the list of site that have seen their reach tumble. Some previously high-profile sites have had their search ranking decimated as the latest algorithm judges their content "low quality".
Over the years, Digital Intelligence has highlighted the key role of search and its importance in ensuring that any web marketing strategy is successful. The long-term trend towards convergence has been another of the themes we've tracked during the last decade, and the news this month that Blinkbox has been bought by the UK's biggest retailer Tesco is a sign that this trend is still in its infancy. Tesco can now add online film sales to a portfolio which goes beyond traditional supermarkets to include second-hand car sales, banking services, furniture and clothing. As brands offer ever-more complex mixes of products and points of sale, the importance of their digital strategies will only grow and success will depend on long-term planning and informed decision-making.
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Thursday, 28 April 2011
As the web swells to take a quarter of all ad spend here in the UK, the mix of online marketing is evolving. In the last two weeks we've been tracking how the use of Facebook engagement ads is exploding, and how online coupons are rising.
Brand strategies are sharpening up as Ford bolsters its online entertainment offers with comedy talent, Twitter plans to launch brand pages, and if kids hangout Habbo is anything to go by then virtual worlds are heading for a genuine second life - but this time with first place for audiences.
Headlines below, full stories at the end of the click, and if you'd like a deep dive briefing on a key theme then let us know what you'd like researched by setting your choices here http://www.digitalstrategyconsulting.com/updatemydetails.
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Friday, 15 April 2011
Getting search right just got tougher.
This month's shift in the Google algorithm saw massive swings in the rankings of many brand and retail sites, cleaning up much of the spam but creating a few surprises along the way. Good news for the white-hat techniques of best practice, but bad news for many agencies who had been using link farms to bolster the clients' rankings. Getting search right is such a fundamental of web marketing that without it nothing else in the digital mix works properly. It's a core part of the always-on in digital marketing. And other engines are going even further in the war on spam and simply banning sites that don't make the grade.
This month's digital strategy healthcheck? Think beyond the brand and look for your new position on the category terms you need to be famous for. Track the movement, see where your competitors are and make a plan to climb higher up the listings.
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Monday, 04 April 2011
For the movie rental industry, the news of closure at Blockbusters' 609 stores this month marks the end of an era. In the same week Amazon took on Netflix with streaming service for Prime customers, and online music streaming giant Spotify landed a $1bn valuation (thanks to the Russian Facebook backers). Channels are changing and most brands are well behind getting their own channel mix lined up with what consumers are asking for.
No surprise then that Google is taking on Apple with the 'One Pass' system - a one-stop destination where users can pay for publications online. Listen out for this becoming fused with YouTube to enable the migration of pay-TV; a step that will destabilise part of the value chain and economics in the pay-TV markets. And with new research showing almost three-quarters of European web users download or watch online video there will be no shortage of viewers.
Whatever your digital content strategy, the shift to video needs attention. So if you missed our online video special report, then here's the link.
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Monday, 28 February 2011
Valentine's day is looking expensive for Twitter's suitors. Google and Facebook have bid up the value of the young social tool to a staggering $10bn. Valuations from Huffington Post to Pandora are running far ahead of revenue multiples, and there's an echo of the late 90s dotcom panic, but what is the price of an acceleration really worth?
Whoever buys Twitter gets to leap forward in integrated mobile and social networking. They'll also get a massive, vibrant network as well as a technology base and challenger brand. Added to that are the insights, goodwill and expertise of some of the best minds in mobile and social networking. And on top they get to lock out the competitor from accessing any of this. In an emerging market, this type of strategy can be game changing.
Accelerating digital brands has become a theme for 2011. Alas, most firms don't have the luxury of pockets deep enough to buy technology or social start-ups. They rely on building their own strategies, content and social approach. The stories in this edition can help inform your digital strategy, and there's more at the end of the links. And in case you fancy a last minute Twitter bid, we've made a history of Twitter's rise here in our archive.
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Monday, 14 February 2011
Mobile apps or mobile sites? Mobile social networking, FourSquare or relying on the established Facebook presence to do the job? Mobile ads or mobile gaming? Android, Nokia or iPhone? SMS or ECRM?
... a few of the questions so far this year from marketing teams we're supporting on the digital strategy coaching programmes. That's why we collated this round-up of research and stories we've been following.
In most developed markets smartphones have seduced consumers and shifted expectations. If brands are not available on mobile they lose out: this could be a search in the supermarket, planning the evening out from a cafe, or a supplier web page review on the way to a meeting. With Steve Jobs on leave Apple's innovation will slow; iAds will be matched by competitors, and the first mover advantage of iPads will fade in the flood of tablet alternatives entering the market.
The space has moved so fast that few marketers are creating truly effective integrated mobile strategies. Like social media two years ago, most are still missing the basics and can't forecast the ROI from what their agencies are pitching.
Read Digital Intelligence mobile special report
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Friday, 21 January 2011
Effective digital strategies will be increasingly dominated by new structures and approaches this year. Many agency functions will shift client-side and a new balance in staffing will emerge.
Digital capability is a key driver of competitiveness, and with Facebook and relationship marketing moving to the heart of the digital mix, most firms need to be more hands-on in producing their content and managing their social relationships. It's not only a cost saving and a leap in ROI, but gives a far greater economy of scope having the digital expertise inside the team rather than at the end of an email.
Success strategies are shifting, and the stories we're tracking as the year started echo this. Watch out for key functions moving in house, including relationship marketing, social media management, website content creation and support. There is still a role for specialists for the more advanced issues and the creative big idea, but team structures by the end of 2011 should look significantly different from those today.
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Thursday, 13 January 2011
In our review of the year, Facebook and Google dominated our headlines with weekly product development announcements. They played key roles in the UK election - as digital political strategies step-changed - and influenced the fortunes of every firm online. Social media strategies became critical for consumer brands, with the digital media mix broadening for most organisations into: sites, search, social and sales.
The Times launched its paywall (and lost most of its readers), while Twitter explored ads for its digital revenue strategy. Apple entered the ad market with $60m of pre-bookings for the launch of iAds, and both online and mobile adspend set new records. Digital content strategies embraced video - forcing firms large and small to look for video assets - and YouTube reached new heights in audiences.
The key trends we predicted a year ago in mobile, social, privacy and video all proved true, yet many firms still waste much of their budgets by not having the right digital strategies in place. The ROI of digital is often less than half what it should be in most organisations, and that's why digital talent - the digital calibre of teams across a business - will be just as critical next year.
Read Digital Intelligence: 100 top stories of 2010
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Friday, 31 December 2010
2010 was the year video mainstreamed on the web in Western Europe, so
when YouTube released their top 10 clips, we thought it time to
collate some of the video stories from the last year. Together they
provide an important reminder of the scale online video has grown to.
So as you plan your web strategies for 2011, if video is not already
high on the agenda, then be sure to review its potential. Online
video can tell stories as powerfully as television, create
interaction as strong as games, showcase products as well as an
in-store demo, and engage your audiences as deeply as social media.
Read Digital Intelligence online video special report
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Monday, 20 December 2010
Get set for another online retail record-breaker: next Monday is
'Mega-Monday' when online stores hit meltdown in the shopping frenzy.
£6.4bn is the UK forecast for December, with over £20m/hr spent on
Monday. Recessionary 2009 saw a 25% leap on 2008 for total online
sales (here in the UK) so expect similar this year. Christmas retail
triggered a frenzy of last minute traffic grabbing with Search Ad Buys
pushing bid prices up and squeezing retail margins - left me thinking
that smarter SEO strategies in the summer could have saved a few
million dollars on paid ads. All too common to see firefighting rather
than getting the strategy in place at the start.
For 2011 we're encouraging consumer brands to evaluate greater roles
for marketing through gaming, so we've included video games and
console platform sales in the US. And this edition also covers top
sites in Russia, Mobile Phone Moms in the US, Finance and Retailer
sites in the UK because that's what brands asked us for.
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Tuesday, 30 November 2010
After years of anticipating the mobile web, it seems most marketers are struggling to make it work for them. Latest research here in the UK revealed half of firms don't check their sites on mobiles - and we'd speculate that for those that do the findings can be pretty uncomfortable. Most brands fail to ensure their sites work well on mobile browsers, and fail to give consumers what they're most likely to be looking for on the move. Digital strategies need to play to the consumer's mindset as well as the strengths of the channel, and like the early days of the web, more brands get it wrong than right.
Exceptions include Gap in the US, where this month their Facebook places promotion (10,000 jeans for the first 10,000 consumers to use their mobiles to 'check-in' at their checkouts) was clearly a great route to crowd-sourcing in mobile social spaces, creating 10,000 signposts for other consumers to follow.
Facebook also had us adding more 'fan' badges as their online ad targeting propelled them to take nearly a quarter of US web display ads. For media planners the offer of campaigns with almost no media wastage is intoxicating, and even the British Royal Family are now targetable - embracing Facebook with the launch of their first monarchy page; time to become 'Friends' maybe?
And finally if you're a busy digital exec planning to escape off the grid this Christmas, rest assured you can now check your emails even while climbing Everest - thanks to the Nepalese telco planting the mountain's first 3G base station. You never need be away from email again!
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Monday, 22 November 2010
Privacy issues made headlines this week as Google's Streetview cars were found to be capturing more than just photos. Data about local wi-fi hotspots went far beyond the hotspot location, raising concerns across government and business, while at the same time exposing how little most people know about the data clouds that fill their street. It's time to wake-up to privacy.
The week before it was Facebook's turn, with social media games uncovered as the gateway to a wealth of personal data for advertisers to target against. Nothing wrong with trading free games for seeing targeted advertising, but most consumers seemed completely unaware of what they'd agreed to. The key takeout? Read the small print.
Younger internet users were also found to be having a tough time. Across Europe 1 in 8 children have 'had upsetting experiences online', making clear the need to teach more in schools about privacy, social networking and trust.
And here in the UK the government may be deep in the most brutal spending cuts in history, but it still found £650m for a new initiative to fight cybercrime and protect personal data.
The internet is defining the culture of our generation, but new behaviours need to be taught to companies and individuals alike if we are to handle these tools responsibly. Digital strategies and data strategies are essential to all organisations, so I hope you enjoy the stories below and the clicks behind them.
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Thursday, 28 October 2010
The web let anyone publish anything, but Google let people find what they were looking for. The rise and rise of the world’s largest web media business is something we've tracked since testing out the early versions in the late 90s.
As search engines have become the connectors between marketing in any media and people finding what they’re after on the web, getting Google right has become critical for brands and the teams that support them. That’s why in this edition of Digital Intelligence we collated some of the recent stories our team were researching, packaging them into one bite-sized email you could forward on to your colleagues.
Read Digital Intelligence Google special report
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Friday, 22 October 2010
When exciting new research landed from TNS, we thought we'd share it straight away rather than wait till the end of the month. Here are the topline points, with more on research and announcements from the global giants that caught our eye over the last two weeks.
Digital Life is a global study into people's online behaviour. TNS interviewed around 50,000 people from over 45 countries to explore the different ways internet behaviours are evolving. They used consistent questions and built an interactive dashboard that lets you compare the data.
Other stories we've been tracking include the race to TV (launches from Google and Apple), UK online adspend rising 10% (to just under £2bn in the first half of 2010), YouTube winning the copyright case in Spain, and in Antarctica Google's Streetview making its debut.
As you plan your 2011 digital strategy, let us know if you need more on any of these areas, or support from the management coaches at the Digital Training Academy to ensure you choose the right digital channels for your audience.
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Wednesday, 13 October 2010
Google went 'instant', Apple went Ping, Microsoft put IE 9 into beta and Twitter got pictures: what a month for giant digital product development from digital giants.
All these impact on how digital strategies work for brands - and that's why to get them working well the strategy needs to be flexible to deal with the constant evolution of the landscape. Technology and business horizons are constantly expanding, the attention of customers is migrating, and brands need to be agile enough to deliver what their customers need today, not yesterday.
Among the social networks Facebook gave social media metrics a much needed boost with their new analytics tools (ROI gradually creeping into social media), Twitter started looking even more like a Facebook-lite, and Facebook launched location tools to prevent young socnets like FourSquare gaining the traction of Twitter.
Mobile device wars intensified with Blackberry and Samsung lining up tablet launches, and the largest smartphone maker - Nokia - reorganising 'in preparation for the next billion mobile web users' and its upcoming high-end device launches. The online video world was equally hectic with product development announcements from Facebook, YouTube, Yahoo and Google, proving that the video platforms have much more yet to deliver.
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Thursday, 30 September 2010
Facebook has become synonymous with social networking. In many countries the two words have become interchangeable, and with Facebook's audiences continuing to grow in numbers - as well as time spent - every brand has to consider a Facebook strategy or an integrated social and relationship marketing strategy.
In this special edition we've drawn together research, news and background to highlight the growth, evolution and key issues. Full stories from our team are at the end of the clicks, and this summary packages them into one bite-sized email you can share with colleagues.
Let us know what you find useful - and what you'd like us to cover in future special editions on other topics.
Read Digital Intelligence Facebook special report
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Monday, 20 September 2010As part of a major shake-up in UK marketing regulation, UK firms will soon have to ensure content on their websites and social network pages comply with the same rules as their paid-for advertising. But how will this be policed? And with brand sites now carrying their own press releases and staff blogs, just what’s the difference between ads and editorial these days?
In the latest addition to our Director’s Dinner series, Netimperative invited Guy Parker, CEO of the Advertising Standards Authority, to outline the extension of the regulator’s remit, which places online marketing under greater scrutiny than ever before. Robin Langford, Editor at Netimperative, reports.
Wednesday, 15 September 2010Continue reading "Event report: The ASA- Expanding to cover internet marketing further" »
If you ran a global social network and could have gone back in time to the launch of Twitter, what would you have done differently? That's the recurring question in more than a few dotcom boardrooms. So as Facebook announces ‘Places’ that let its 500m users check-in and become location enabled, it could be time for location pioneer Foursquare to check out.
Thursday, 09 September 2010Continue reading "As Facebook checks-in, will Foursquare check out?" »
YouTube has become the world's online video player. Following numerous attempts from other platforms, YouTube emerged as front runner - then gained the critical mass to deliver video to the world. Google's acquisition boosted the platform's audience reach, and rolling the results into Google Search accelerated discoverability. Google also gave YouTube all the brilliance of Google Search to ensure content would be more effectively discovered.
With video moving to the mainstream in digital comms strategies for consumer brands and business services as well as online media, YouTube needs high consideration in every firm's digital strategy.
Read Digital Intelligence YouTube special report
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Wednesday, 08 September 2010
The pace of Google's acquisitions is astonishing: Jambool, Social Gold and social apps maker Slide all became GOOG, and there's clear interest in visual search firm Like.com - the new frontier in search. Add to that their PayPal integration with Android and its clear Google's focus today is as much about social, apps, and the web on the move as it is about Search.
Facebook matched the pace with the launch of their Q&A service and the bedding in of CEOP, both of which are strategically core. Facebook clocked up record access levels at work here in the UK, moved into top place in India, and no doubt its stickiness will rise even higher as TV networks like the UK's Channel 5 start to embed their top shows into FB's TV on-demand platform. As Google gears up for Social, Facebook is gearing up for Search and Video.
In the mobile space, the acceleration echoes the late 90s' Tipping Point when the web mainstreamed. All brands we spoke with this month now put mobile into the digital plan - even if only at small levels - and media owners are finally seeing mobile as a core platform. Innovation from device manufacturers continued - especially Nokia and Apple - while Blackberry's network came under the long-expected scrutiny by governments across the Middle East and India, no doubt triggering a massive loss of customers along the way.
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Thursday, 26 August 2010
The use of the web by politicians has been underwhelming, but the current UK elections are still the most digital. Here’s why...
Social media reached out to a new generation and told them to vote. The Electoral Commission used simple digital marketing tactics to reach the right people (youngsters not yet registered), in the right media space (Facebook), with the right offer (one click to register). Simple, brilliant, game-changing.
Secondly, digital analytics came into their own for the first time. Old-style telephone polling and street surveys are over. Instead social media monitoring provided granular insights into every sound-bite and every gesture from the leaders of the three main political parties. Online polls from YouGov have been fighting with new social media monitoring tools, while live social media trackers run alongside TV debates. They’ve given politicians an unprecedented window into their own electability - and like all good marketers, politicians have quickly applied those lessons.
Collating this month’s research and news for you reminded me that the right digital strategy isn’t just about advertising. Digital strategies work throughout the marketing mix - from researching customer insights, to changing brand preference, through building buzz and engagement, sale and ongoing support.
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Wednesday, 28 April 2010
by Danny Meadows-Klue
The use of the web by UK politicians has been underwhelming. Instead of an Obama-style social media groundswell bringing policy debate into living rooms and bars, the British electorate has had to suffer waves of negative campaigning, an explosion of pointless blogging by anyone running for office, and a focus on Facebook fans or Twitter followers that mistakes raw numbers for engagement. And yet Election 2010 has been the most digital the UK’s ever seen; here’s why...
Wednesday, 28 April 2010by Danny Meadows-Klue
Reuters’ decision to throw its weight behind a mainstream consumer facing news property is shrewd, strategic and significant.
Thursday, 22 April 2010Continue reading "Reuters: Changing global news - and news advertising" »
This month saw the power players marking out their turf: Facebook leapfrogged Google into pole position (at least on a couple of metrics in the US), Microsoft pushed deeper into video players, the BBC gave shape to the cut backs, and China and search went head to head in that long awaited showdown. Everything's to play for as the online media market matures, and the flurry of lawsuits over IP is another fixture on the landscape.
As we head into election season in the UK, voters want to vote online and every political heavyweight now wants to 'do an Obama', moving their message through social media. Sadly neither voters nor politicians stand any hope of getting their wishes this time around, and while the Obama campaign is a case study in social marketing the Digital Training Academy will be using for years, most of the tweets, blogposts and email spam being thrown at British voters will remain quietly unopened thanks to their wholehearted failure to apply customer insight and engage their audience. Politicians are yet to learn the first rule of social media strategies: it's not how loud you shout, it's how much your audience want to listen!
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Wednesday, 31 March 2010
We collated this edition of Digital Intelligence to give clients and Academy Graduates a picture of internet use in the UK today - what is arguably the world's leading country when it comes to online marketing.
If your colleagues would like copies sent to them directly then we can arrange a guest account through www.DigitalStrategyConsulting.com/digitalbriefings.
As we research other markets and sectors, email me back to let us know what would be interesting for you.
Read the UK sites and audience market focus
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Tuesday, 23 March 2010
Marketing optimisation workshops are available from the Digital Strategy team in the UK, Europe and North America.
To talk more about these ideas, developing products like this, changing your business, or coaching your management teams contact Digital's Chief Executive Danny Meadows-Klue -
Danny@DigitalStrategyConsulting.com
Continue reading "Using the web to build next generation customer profiles" »
Pepsi ditched the Superbowl, The Guardian newspaper ditched its regionals, TV adspend took another nail in the coffin, and UK politicians decided to make 100meg broadband an election issue. Brands, media and policy makers: channel switches are everywhere.
The mobile channels will dominate this year's switch the way social media did last year. Mobile wars are intensifying with Nokia's Ovi Maps set to decimate TomTom, Blackberry getting Kindle, and Google refocusing on the small screen ahead of a fusion with social media. But mobile isn't just for global giants - every brand needs a mobile digital strategy to reach customers in the right places through the routes they want. Building the technology and platforms is the easy bit; translating customer needs into the right services is way tougher.
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Friday, 26 February 2010
It's 'make or break' time for digital marketing. The stories we've tracked as the year kicks off show the focus switching to ROI and getting digital marketing to drive real business results. Out goes 'reach', in comes 'engagement'; out goes 'buzz' and back comes 'conversion'; out goes 'last-click' thinking and in its place is 'lifetime value'. The recession has clearly forced through smarter thinking.
This should come as a great relief, because it wipes away the 'shiny object' obsession over the latest social media or iPhone app, and replaces it with a dose of sound business logic. Behind the scenes we're finding this in the digital marketing effectiveness audits we run for large brands. Often only small changes in process are needed to unlock much bigger shifts in results.
The Digital Training Academy team are seeing the same trends, but also removing ROI risks by getting the right capability in place. Their focus is giving teams the edge with competitive training that targets weakness in a rival's strategy.
And in terms of channels, mobile marketing and engagement is finally everywhere; it will dominate our digests this year.
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Friday, 29 January 2010
Our final news round-up of the year saw more 2010 trends take centre-stage. Google's search getting more mobile and personal (long awaited, and sure to shift the market), and the paid for consumer content movement continued to push forwards (sure to trundle forwards, though with far less likelihood of success).
Government policy made headlines with a storm around the Digital Economy Bill and the 50p broadband tax that got the green light in the UK's pre-budget report. Linked to this is the way regulators will play a much bigger role in 2010 - the first spotlight will be on the MS/Yahoo tie-up and the second on privacy. Facebook's lead on safety (giving kids a special "panic" button) is a shrewd move in delivering what's needed, and here in the UK we've been helping the Information Commissioner's Office develop the thinking around what's needed for the hundreds of thousands of small firms now routinely using personal data.
You'll find lots more ideas to fuel your strategy in the news, research and data we've written up below. Click on the links for 50 full stories, forward around to colleagues, and let me know if you need more of the background as you develop your own 2010 digital strategy.
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Wednesday, 16 December 2009
Behind the scenes every firm's gearing up its 2010 digital strategy, and retailers are looking forward to that sudden seasonal uplift in online sales. Many are running our digital marketing audits to look for areas where they can boost effectiveness without increasing budgets, as ROI looks set to be the key theme for 2010.
This month's news was dominated by the changing relationships between publishers and search engines and that's another theme we're expecting will characterise next year. A related issue is the Murdoch-led quest to charge for online content, and wider concerns about the business models for web media. There's also a sea change to the mobile web from a fixed web, and in Western Europe, the US and many parts of Asia, mobile should be a core element in the 2010 plan.
This month's country focus is Italy, and for all the headlines there are full details on click through.
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Thursday, 26 November 2009
As brands and retailers gear up for Christmas, this month we've tracked a steep rise in website development, relationship marketing, campaign planning and mobile marketing. The 2010 digital strategy starts now because customers acquired before Christmas will stick with retailers into the January sales and far beyond.
To help brands and their agencies get more from their budgets, The Digital Training Academy has opened up a couple of its online classrooms for the first time. As a client or partner, you can now access additional resources in Social Media, Mobile and Relationship Marketing.
Marketing spend on the high street might be flat, but the switch to the web is clear - and it's also coming with the call for tighter ROI and strong analytics. P&G are among many brands pushing for greater accountability in web advertising, and the growth of online behavioural advertising seems unstoppable. In this month's interview the mastermind marketing Microsoft's Bing search tool takes us behind the scenes on a new way to search and the country focus is on Spain.
If you're a client of the Digital Strategy group and your colleagues would like our research, simply forward this link and we'll do the rest: http://www.digitalstrategyconsulting.com/digitalbriefings.
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Thursday, 29 October 2009
Data & Intelligence | by Danny Meadows-Klue
Size isn't everything. That's the conclusion of the largest study of web ad effectiveness so far. Bigger may be better in general, but location on the page has a strong impact. Ad units embedded inside the editorial have a stronger impact on readers which means web marketers need to pay more attention to their media planning and placement on the page.
Yet again, having the right digital strategy means more than simply being online. For over 5 years our Digital Media Planning Academy has coached planners why "right consumer, right environment, right time and right mindset" are all key for getting the best value from a media buy, and this research of 3.9m people confirms why the attention to detail is key.
Here in the UK, online ad spend overtook TV advertising exactly to the month we'd predicted a few years back. At 23.5% of all UK adspend it's risen about 5% year on year, but is rising about 20% vs the UK advertising industry average (which suffered a massive fall of over 15% in the same period).
This month our national focus turns on China, where Baidu continues to top the charts - but with figures a big leap up from when we were last in Shanghai. As the centre of the web economy continues shifting east, look out for Chinese tech start-ups heading into Europe and a shift in web development with China taking over from India as the coding engine room for many agencies.
If you're a client of Digital and your colleagues would like our research, simply forward this link: http://www.digitalstrategyconsulting.com/digitalbriefings.
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Wednesday, 30 September 2009by Danny Meadows-Klue
So Google could have micropayments for newspaper content live within a year? That will grab the attention of newspaper owners everywhere. It will seem like this could save the newspaper and magazine industry; the most unexpected life-raft, from the most unusual lifeboat.
Friday, 11 September 2009Continue reading "Comment: Google lifeboat to rescue newspapers? Think agai" »
by Danny Meadows-Klue
As direct marketing moves from telephone and email to mobile, many people are concerned about how they can opt-out from being called. In the UK, all reputable companies screen their list of phone numbers against the special list of people who have opted-out of the process. That’s managed by the Telephone Preference Service (TPS), who also manage opt-outs of home phone numbers here in the UK.
The Telephone Preference Service can accept the registration of mobile telephone numbers, however it is important to note that this will prevent the receipt of marketing voice calls but not SMS (text) messages. If you wish to stop receiving SMS marketing messages, please send an 'opt-out' request to the company involved.
Thursday, 10 September 2009Data & Intelligence | by Danny Meadows-Klue
What a month? General Motors starts selling cars through eBay, Murdoch's impatience boiled over into a unilateral call to charge for content, public defence of the UK's health service proved enough to crash Twitter, and major social media platforms were brought down by cyber-terrorist 'denial-of-service' attacks.
Who says August is the quiet month off in the media industry?!
What's clear throughout this month's news and research is that behind the scenes retailers are rebuilding their strategies for boosting web sales and their agencies are rebuilding the marketing mix to support this. Social media is proving its worth and strong digital strategies - not wishful thinking - will be the key to trading through the recession.
Here at Digital, many readers asked for more stories and more depth in Digital Intelligence - so that's what we've tested this month. With over double the stories, with full articles on click through to the Intelligence news pages and more graphs and data. It's a test, so mail me back if you'd like it to continue, or if you'd like a colleague to receive it.
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Wednesday, 26 August 2009Data & Intelligence | by Danny Meadows-Klue
Since 2000 I've been tracking the growth of digital advertising in the US, and this edition of Digital Intelligence how the world's largest online ad market is changing, traces recent trends, forecasts and key issues in the world's largest online ad market.
Want more niche briefings?
This Special Report includes over 100 stories, graphs and links, and if you'd like to receive other specialist briefings on topics from social media to Twitter, ecommerce to mobile marketing then simply tell me what you'd like: http://www.digitalstrategyconsulting.com/updatemydetails.
Takeout
The US market is the largest in online advertising by a long way, yet the role of traditional media in the mix hasn't yet been affected to the same scale as in the UK and parts of Scandinavia. It's been fascinating to collate the research because it underscores that whether the advertising climate is strong or in recession, migration to the web is unstoppable. Remember: we're only part of the way to a new balance of marketing, with no slowdown in the pace of change.
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Wednesday, 12 August 2009Data & Intelligence | by Danny Meadows-Klue
From tiny micro-businesses to the world's largest brands, budget pressures are forcing marketers to find smarter ways to reach customers. No surprise they're finding them online, but the scale and speed of change is surprising. This month we've collected the evidence that the speed of change is increasing. For print publishers and traditional broadcasters it's depressing reading because their survival hinges on new digital strategies; for brands and services, the right strategy can mean twice the value from the same marketing budget; for agencies it means more transparency in the value they add.
Worldwide ad spend is down a massive 12%, but in most countries online ads are still the rising stars. Within most firms the use of online marketing tools are far broader than simple ads, and it's growing even faster. At the heart of that growth remains search engine marketing, where accountability proves seductive for marketers needing a direct response (as well as finance directors needing clear ROI). Google's latest profits are part of that story, testifying the prize for media owners who get it right - and that's the key reason Yahoo and Microsoft finally managed to put differences aside and form their 10 year deal.
At Digital Strategy we've seen this scale of change from inside the doors of many new firms - some now switching over 75% of their budgets onto the web. From global brands to young start-ups, getting the strategy formula right has become the only agenda item.
Email me back if you'd like more on any of the trends we're tracking, or to share comments for publication and links about these trends or what you've seen in the market.
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Friday, 31 July 2009Data & Intelligence | by Danny Meadows-Klue
Since 2000 I've been tracking the growth of digital advertising, and this edition of Digital Intelligence focuses on markets across Europe, tracing recent trends, forecasts and key issues. It's the pilot of a new service several people asked me for, so let me know if it's useful.
Want more niche briefings? This Special Report from Digital Intelligence contains just under 100 stories, graphs and links, and if you'd like to receive other specialist briefings on topics from social media to Twitter, ecommerce to mobile marketing then simply tell me what you'd like: http://www.digitalstrategyconsulting.com/updatemydetails.
Takeout It's been fascinating to collate because it shows that whether the advertising climate is strong or in recession, migration to the web is unstoppable. It also shows that in the UK and across the rest of Europe we're only part of the way to a new balance of marketing, with no slowdown in the pace of change.
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Thursday, 16 July 2009Data & Intelligence | by Danny Meadows-Klue
Michael Jackson's death triggered surges to the web that slowed Google, crashed Twitter and saw millions of tracks downloaded in days. The horrors in Iran drove people online both inside and outside the country, and the single actions of Iranians with cameras and web connections revealed the truth to the world.
The web has given everyone a voice and it's at times like these the scale of change is clearest. We've been tracking the rise of social media for five years and there are more examples here: www.DigitalTrainingAcademy.com/socialmedia.
Meanwhile in the advertising industry the switch to the web remains unfaltering - even though growth appears to be stalling in the US, brands in every country continue switching budgets online because pressured marketers are looking for accountability. This is something we've seen first hand in auditing the effectiveness of brands' marketing spends.
This month we've also included links and comment about the UK's 'Digital Britain' report and the framework for developing our own digital economy.
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Tuesday, 30 June 2009Best practice | by Danny Meadows-Klue
In the social space, it's not how loud you shout that counts, but how much we want to listen. Many brands have been asking for advice about Facebook updates and how to talk with fans on Facebook. If you're new to social media marketing then here are a few tips to get you started...
Tuesday, 23 June 2009Research | by Danny Meadows-Klue
There is a marked increase in the number of people choosing to consume different media simultaneously, confirming the evolution of media multi-taskers according to new research from the European Interactive Advertising Association released in June 2009. The study highlights how consumers are entering a new phase of communications and commerce online and how dual simultaneous media consumption has become standard consumer behaviour.
Continue reading "Media multi-tasking: a snapshot in changing behaviours of digital consumers" »
Data & Intelligence | by Danny Meadows-Klue
Whatever market your business is working in, understanding your customers is key. It's about getting the right message to them at the right time and the right way.
The growth of internet use in India is attracting the focus of global brands, as well as national firms looking for more effective ways to reach upmarket and professional audiences. As online commerce and internet audiences accelerate, the web is moving to the centre of the retail and information culture in key demographic groups.
To support our clients and partners we've collated together research that provides a snapshot of the online economy in India today, and there is a supporting online resources page.
Developing digital strategies for content, commerce and communications in India demands a strong understanding of the role the web, email and social media play in people's changing media mix. If you find the notes useful then add your comments in the supporting pages.
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Monday, 15 June 2009by Danny Meadows-Klue
The Direct Marketing Commission is the industry’s self-regulatory authority for keeping up standards in direct marketing and online retailing. Since the group was established in the UK in September 2008 it has been working on the structures needed for more effective protection of consumers.
Useful links for complaints about online marketing in the UK
Continue reading "Complaints about direct marketing: a snapshot of industry regulation in action" »
Digital Insight Report | by Danny Meadows-Klue
Blogs, online communities, social media and then social networks: they have permanently changed online marketing. In this new landscape brands are in a constant dialogue with customers who increasingly play critical roles in advocacy and recommendation. The brand is only one guest among millions and the challenge for marketers is that while the rewards may be great, the risks are greater. The Ten Golden Rules were extracted from analysing the successes and failures of hundreds of social media marketing campaigns, looking for DNA that was shared between the successful and absent in those that failed. The clarity of patterns that emerged removes much of the mystery of social media and helps marketing teams quickly identify the specific risks and potential of the opportunities unfolding around them.
Read more here
by Danny Meadows-Klue
Danny Meadows-Klue shares some of the tips from the Digital Training Academy, showing marketers how to get more value from their marketing budgets and more results online
Monday, 01 June 2009Continue reading "Online marketing techniques: more results without more budget" »
Data & Intelligence | by Danny Meadows-Klue
Are marketers putting their budgets in the right place? That's the question we're asking after collating May's research tracking the growth in web audiences. The average Brit spends over 22 hrs online each month, and many social groups spend much more.
45% of this time is taken by top 10 sites in the UK, leaving the next 7,600 sites collectively fighting for the remaining audience minutes (excluding the myriad tiny sites deep in the long tail).
The implication? There are massive opportunities for smarter media planning but marketers are easily out of touch with their customers. Look at where a firm's marketing energy is focussed, and there's often disproportionate time and money in classic media, direct mail and below-the-line activity. Our tip: audit the cost-per-customer for each impact in each channel. Not only could you be in for a real surprise, but when marketing budgets are tight that can be your roadmap for where to make the cuts.
For more about auditing the effectiveness of your marketing, email me back, and in the meantime let me know if you'd like any more on this month's research.
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Thursday, 28 May 2009by Danny Meadows-Klue
Here we look at simple techniques marketers can use to harness social media marketing. Best practice examples are included that brands can use in their social media marketing strategies with budgets of any size.
Wednesday, 27 May 2009Digital Insight Report | by Danny Meadows-Klue
This snapshot of the Indian market paints the picture of a fragmented economy. There is a fast moving professional class - enjoying broadband access and the latest technology - while at the same time there remain massive infrastructure problems and literacy challenges. So while the overall level of internet use may seem low, it’s important to understand the target consumer and the nature of their behaviour. Upscale demographic groups and professionals are likely to be online, or have access through their family. The media industry is responding and the advertising industry is well prepared for them.
Read more here
Data & Intelligence | by Danny Meadows-Klue
There's a polarizing effect in the digital media and marketing sectors: firms with good business models, strong products and great people are weathering the storm, but those without are seeing sustained revenue falls as customers shift.
Recession is accelerating structural change, forcing brands to find new ways to connect with customers and improve their supply chains and value chains. This is across retail, media and marketing services and is unlocking new disruptive business models. What emerges after the storm has passed will be an advertising and media industry with a fundamentally different structure.
Our review of the last month's research and company announcements confirms this. The vast majority of advertisers are boosting their online spend, while heavily cutting classic media. Social networks continue to leap forward - with Facebook putting on 50m new customers since January to cross the 200m mark - and the race to own the mobile space has never been faster.
Smart digital strategies will be the deciding factor for many, so enjoy this month's research digest and let us know if you need more on any of the trends.
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Thursday, 30 April 2009by Danny Meadows-Klue
Getting social media right is challenging. Many blogs go unread, many forums remain silent and many brand managers waste their time and budget by focusing energy in the wrong direction. Harnessing consumer involvement in product reviews demands understanding the nature of participation and having the right approach to content.
Over the last few months we've been examining expert reviews and enhancing our models for designing the content platforms around them effectively. Expert reviews should be at the heart of content strategies that rely on translating consumer comments into something meaningful for others to review.
There are now social media strategy notes you and a template to provide a framework for getting the right framework in place for expert reviews. Around the expert reviews, simpler participation such as ratings, tag clouds, reviewer ratings and secondary consumer comments can easily be incorporated.
Tuesday, 07 April 2009Data & Intelligence | by Danny Meadows-Klue
The switch to online is accelerating as the tough economy forces brands to rethink their marketing. Smart digital strategies are as much about cutting costs and boosting efficiency, as about increasing sales.
In our monthly digest of research and news, we track how Twitter put micro-blogging into the mainstream, and will now monetise all those conversations. Our predictions on the timing of online video going mainstream came true, with 30m Brits now watching video on the web. Social networking and video emerge as the key drivers in boosting the time people spend online - now predicted to average 7 years per person. Our country focus this month is on Germany, Europe's second largest internet commercial market to profile the market.
Firms applying these trends to their digital strategy are navigating the recession. So if your team could benefit from our strategy health checks then email me back. Meanwhile, enjoy the research and if you'd like deeper research in other areas of digital media and marketing then mail us for the details.
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Tuesday, 31 March 2009Digital Insight Report | by Danny Meadows-Klue
As part of the digital publishing strategy programme, we share our views on the challenges digital newspapers face today and the solutions they urgently need to adopt. Written in 2009, these include ideas we developed and coached newspapers on during the previous decade. As the ad revenue shortfalls bite and online newspapers fail to get the same audience growth as the internet pureplays, newspaper leadership teams are faced with tough choices. After 15 years in the online publishing sector, Digital’s team share some practical insights with publishing leadership teams.
This Executive Level coaching workshop covers some of the key findings from our management training programmes and is intended to help publishers focus on what matters most in today’s climate. Contact the strategy team at Digital for more.
Monday, 16 March 2009
Best practice | by Danny Meadows-Klue
Pioneers of blogging and live updates, the BBC broadcast network actively encourages submissions from writers in the field. They are defining the new model of realtime news publishing and their massive network of correspondents and media channels has changed audience expectations of broadcasters, both on air and online.
Monday, 16 March 2009Continue reading "Best practice web publishing: BBC blogs" »
Olympia Conference Hall, London | Monday 9th/Tuesday 10th March: 10:00 - 18:00
Keeping on top of the latest trends in social networking is a constant challenge. No sooner have you started building an application on Facebook than people want to be your fans. Just when that corporate blog is ready for the next update you find half your office are already on Twitter. From MySpace and Bebo, to the pioneers at AOL and Yahoo, social media presents a daunting array of choices for marketers.
Enter the Social Networking World Forum, and a rare chance to see the people you need to under one roof in either London, California or Singapore. They’re high level conference and seminars looks set to deliver some of the latest thinking to brand managers from firms large and small.
Join the Digital Training Academy team by dropping by to meet Claire, Peter and more of the team. And if you miss our Ten Golden Rules, then there are free places for several delegates to the show at our social media marketing breakfast in London on Friday.
Thursday, 05 March 2009Data & Intelligence | by Danny Meadows-Klue
It's social media addiction across Europe. Three quarters of European internet users are now on social media sites and the growth is unstoppable. People are spending increasing amounts of time on them the role of social media and online social networks keeps growing. Facebook is only 5 years old and our take is that this is still the start of the trend: think Google c1999.
We saw it first hand last week when almost 2000 marketers turned up for one of our Digital Training Academy social media events in London - so to help marketers learn more about using social media we've set up some extra coaching sessions in mid-March. We've also updated our 10 Golden Rules for social media marketing.
Enjoy the research, follow the links and mail me back if there are topics you'd like us to research for next month's edition.
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Friday, 27 February 2009by Danny Meadows-Klue
Social media, social networks, blogs and online communities have permanently changed online marketing. In this new landscape brands are in a constant dialogue with customers who increasingly play critical roles in advocacy and recommendation. The challenge for marketers is that while the rewards may be rich, the risks are greater. Their brand is just one guest among millions, and nobody is in control. These 10 golden rules grew from training brands on social media marketing across the UK, Europe, Asia and Latin America. Consistently the same patterns emerged: the brands that failed followed few of these approaches, the brands that succeeded had most in place.
Thursday, 26 February 2009Continue reading "10 golden rules for getting social media right" »
by Danny Meadows-Klue
2009 is a horrible year for the advertising industry. There’s no avoiding the cycle of falling consumer confidence, falling consumer spending, lower sales, lower profits and low marketing budgets.
Marketing directors need to urgently focus on a new marketing model. The global recession will trigger a long awaited innovation in marketing techniques and media channels, but the innovation will not be universal. Many brands will fail to change, and deciding not to change means deciding to fail. That failure will be brutal but there is another route.
Thursday, 19 February 2009Continue reading "Marketing: tough times, tough decisions, smart solutions" »
Data & Intelligence | by Danny Meadows-Klue
Tough markets demand new strategies. Researching our first monthly review of 2009 confirmed that while internet use continues growing, the advertising and media sectors (in almost every market) are under exceptional pressures. Hardly news, but the patterns emerging are more complex than simply contracting markets: budgets are on the move, and most firms are unprepared.
Broadcasters and print publishers are the worst hit, but all web media groups need to focus on strategies that create the right environment for their advertisers rather than simply doing what they did last year. The latest IPA Bellwether report forecasts the lowest ad revenues in TV and print for years and without the right web products, the online editions of traditional media won't make up any of that shortfall.
Advertisers are cutting spend like never before. Some simply cut all marketing budgets evenly; but smart brands are completely changing their media mix: cutting the fat and finding new strategies that use email and websites at just the right points to build brand and sales. Many digital marketers we've been working with report cuts of 45-65% in their ad budget, but have found ways of losing only 15% of the overall impact. Economic pressures are triggering incredible innovation.
Although consumer spending has contracted, Christmas still saw increasing numbers of shoppers head online in most markets, looking to find the best price. It's all about price in 2009, so firms without strong search and price comparison strategies lost out. Here in the UK, a massive 3.8m of us were googling away on Christmas Day itself, hunting the best deal.
As strategists and trainers we're seeing a fundamental shift in behaviour and corporate strategy on the same scale as we tracked in 2001. The digital retail, media and marketing industry emerging in 2010 will look very different from that of the mid 2000s.
I hope you find the insights and links here useful. And remember that the team here help firms on projects large and small to change their content, commerce and communications strategies.
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Friday, 30 January 2009Data & Intelligence | by Danny Meadows-Klue
We hope you have enjoyed this year's editions of Digital Intelligence and in this final monthly review we show you how despite tough times on the high street online retail continues to break new records. In China online adspend continues to show extremely strong growth - no real surprise considering the majority of under-25s now spend half their time online. Further news from the broadcasting sector also continues to emphasise how the worlds of television, radio and online continue to converge and blur.
Best wishes for the holiday season from all of us here at Digital.
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Tuesday, 23 December 2008by Danny Meadows-Klue
The marketing and media industries have specialist bodies that are responsible for regulation and self regulation in different areas. If you're concerned about something you've seen, then this page helps you find the right organisation to talk to. Here's a simple overview...
Thursday, 11 December 2008Continue reading "How to complain about online content or marketing" »
Data & Intelligence | by Danny Meadows-Klue
Tough times trigger changes in strategy. As growth in the US online ad sector slows to just 11%, Google and MySpace unveil new models for monetising their social media content. In the run up to Christmas retail sales forecasts make depressing reading for high street shops, but online stores confidently plan to poach their consumers - accelerating the restructure in retailing. And as the UK's flagship BBC channels launch online simulcasts, mobile internet use rises steeply; more channel shift is to come.
Follow the links to find out more in this month's round-up, and if you're working on strategy reviews for 2009 then let us know if our specialists can support.
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Sunday, 30 November 2008by Danny Meadows-Klue
Online communities, social networks and social media have created new ways for us to connect, but in a world where you can have 500 friends on Facebook, does our language fail us? ‘Friends’ and ‘acquaintances’ are phrases anchored in a world before the digital networked society.
Data & Intelligence | by Danny Meadows-Klue
Tough markets trigger creative thinking, which means a wave of rebuilds on the way for failing brand sites, weak online media and under performing e-retailers. Collating this month's stories for Digital Intelligence, we're seeing the innovation start. For those getting it right, the prizes are rich: here in the UK, the switch to online shopping continues with the latest research showing that over 11m Brits are shopping on the web at least twice a week.
For many firms it also means a leap into long delayed training of their teams to find smarter uses of precious marketing budgets; getting more value from agencies and online media. The web will prove the deciding factor for many consumer brands and B2B services.
We're wishing our friends and partners a big slice of digital cake in the run up to the biggest e-commerce Christmas so far.
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Friday, 31 October 2008by Danny Meadows-Klue
It’s hard to think about online publishing without thinking about search. And it’s hard to think about search without thinking about Google. The world’s largest online brand has indexed more than one trillion web addresses, and now presents a suite of tools publishers can incorporate. For publishers new to digital channels, here are a few ways to get started.
Tuesday, 14 October 2008Continue reading "Integrating Google into web publications: click revenues for publishers" »
by Danny Meadows-Klue
The web can be a powerful way of supporting television and outdoor advertising campaigns because it offers greater depth and engagement. The tactic of ‘drive to web’ is one of the most common ways the internet is integrated into advertising campaigns. Television commercials, outdoor media and press advertising call out the phrase ‘go online for more’, because brand websites can have limitless depth and richness – a volume of information that would be impossible to fit into those classic channels directly.
Monday, 13 October 2008Continue reading "Using the web to support TV and classic media" »
Best practice | by Danny Meadows-Klue
This is about a blog for every customer. It’s a transformative marketing strategy that changed the way the retailer connected with its customers, allowing them to write about their passions and travel adventures and then forward them to friend with simple one-click features.
Wednesday, 08 October 2008Continue reading "Best practice web publishing: STA Travel becomes a publisher" »
by Danny Meadows-Klue
Internet access in Venezuela is on the rise and during the last three years the connections have become the norm for office workers. At home, the Realty consumers are meeting connected and the era of slow narrowband connections is being replaced by faster broadband connections that, in time, will deliver high quality video programming over the web.
Monday, 06 October 2008Por Danny Meadows-Klue
El acceso a internet en Venezuela está en el punto más alto, y durante los últimos tres años las conexiones a internet se han convertido en normas para todas las empresas. En casa, los consumidores de Realty se localizan por medio de la red, y la era de la conexión lenta (de banda delgada) ahora dicha conexión ha sido reemplazada por banda ancha, que en poco tiempo, permitirán una mejor calidad de programación de video en la red.
Monday, 06 October 2008by Danny Meadows-Klue
Publishers can earn significant revenue from Google’s AdSense tools, but simply placing AdSense on the site is only part of the story – getting the search engines to create revenue for publishers means optimising the search marketing placement for best result.
Friday, 03 October 2008Continue reading "Google AdSense: optimisation tips for web publishers" »
por Danny Meadows-Klue
En las campañas que vemos hoy en día por televisión, el mensaje que se quería dar a conocer era pasajero, lo veías un minuto y al otro desaparecía por completo. El legado que dejaban era el cambio en el comportamiento de los compradores (si es que había alguno), pero los materiales terminaban en alguna bodega, las revistas en algún rincón guardadas y los videos utilizados para grabar otras cosas sobre ellos.
Wednesday, 01 October 2008Continue reading "El día de hoy en la red durará por siempre" »
by Danny Meadows-Klue
The promise of behavioural targeting is to create more relevant messaging to consumers, increasing the media efficiency of campaigns, and giving a better deal to advertisers.
The first behavioural advertising technologies were deployed back in 2000, but it wasn’t until 2006 that behavioural targeting really established itself as a mainstream tool in north America and Western Europe.
Wednesday, 01 October 2008Continue reading "Does behavioural targeting work for FMCG brands?" »
Data & Intelligence | by Danny Meadows-Klue
With financial markets in turmoil and marketing budgets tightening we're going against the trend by forecasting relatively strong times for online marketing. When marketing budgets need proof, marketers will stick with the internet. Partly it's the accountability of knowing you only pay for banners that get downloaded or search listings that get clicked, partly it's the way that sites fuel the sales teams of most firms, and how even in FMCG their web presence is the gateway to relationship marketing programmes.
We also cover the latest announcements from Amazon and the BBC, as well as research from ComScore which confirms that here in the UK, video on the web has certainly crossed its tipping point: watch next year as video advertising follows.
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Tuesday, 30 September 2008by Danny Meadows-Klue
Many web publishers have unsold space and fail to get the most value of it. Danny Meadows-Klue reflects on a few ideas Digital’s team have found that work well for publishers. They are only a start, but are designed to show ways to get more value from online inventory.
Tuesday, 30 September 2008Continue reading "How do you make the most value of unsold inventory?" »
Best practice | by Danny Meadows-Klue
The Guardian achieved the stepchange in social media by involving its audiences deeply within the sites. They created mass reach by syndicating content across many social media platforms.
Saturday, 20 September 2008Continue reading "Best practice web publishing: Guardian.co.uk on social media" »
Best practice | by Danny Meadows-Klue
The Guardian is in a unique position among British newspapers, a charitable trust with a share holding structure that historically let its regional newspapers support the national title. But the aim that emerged in the last few years of repositioning as the international liberal voice is a massive leap for the brand and its teams. However, with a focus on the global, an intuitive understanding of social media, and shifts in their rights and workflow process, The Guardian is achieving the rare global expansion of a once national title. Not surprisingly the web is at the heart of this.
Monday, 01 September 2008Continue reading "Best practice web publishing: Guardian.co.uk globalisation" »
Data & Intelligence | by Danny Meadows-Klue
In this summer's edition we track why rain on the high street accelerated the growth of online retail, how China emerged as the country with the largest internet population, Russia as Europe's fastest growing digital nation, and the BBC iPlayer continued to enjoy success as it crosses tipping points in new markets with new features.
The team here at Digital for years have said 2009 would be the year mobile advertising really takes off, and several new forecasts are aligning with us: we're expecting to see big rises from the acceleration now underway. And if you ever thought you were spending too much time online, then spare a thought for "extreme gamers" who according to new research are clocking up more than 45 hours on the web every week.
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Saturday, 30 August 2008by Danny Meadows-Klue
In the traditional channels of television, press or outdoor, advertising came and went, and the presence of messages evaporated with the end of each campaign. Their legacy was a switch in consumer behaviour or attitude, but except for commercial breaks archived on dusty video cassettes, or full page ads buried in a pile of glossy magazines by the sofa, the physical assets of a campaign were gone without trace.
Wednesday, 20 August 2008Data & Intelligence | by Danny Meadows-Klue
While marketing budgets across the board are feeling the pinch the IPA's latest data shows that online remains the only sector experiencing positive growth. In addition, revised forecasts from ZenithOptimedia now expect online to take 10% of this year's global advertising spend.
This month has also seen further evolutions in digital convergence - a trend we have been tracking in Digital Intelligence from the very beginning. Soon both Sony and Microsoft will have video-on-demand services for their various multi-function gaming devices, and both firms are now bringing in content partners to widen their offerings.
As consumers we're now used to the idea of things being connected and able to fulfil many roles - so it was no surprise this month to see that Facebook now takes over 45% of the UK's social networking traffic. Perfect timing then for us to tell you about a little Facebook app we've built to send you our latest news and headlines.
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Wednesday, 30 July 2008by Danny Meadows-Klue
Most online advertising can work much harder than it does. Banners can work better at building brands, search engine listings can generate more leads, brand microsites can deliver richer customer connections. The challenge is knowing how to achieve this.
Sunday, 06 July 2008by Danny Meadows-Klue
The web should be your most powerful lead generation tool, but is it doing the job properly? We've worked with thousands of marketers to help them increase the volume of leads they get and decrease the price they pay. Most search advertising, search engine optimisation and web customer acquisition programmes can work much harder - if only you know what to do, or what to ask of your agency. The challenge is knowing how to achieve this.
Saturday, 05 July 2008by Danny Meadows-Klue
The web and email may be some of the most powerful channels marketers have, but sadly most digital budgets are poorly used. Many firms waste a third or more of their digital marketing by failing to get the model for lead generation or consumer connections right. Briefs to their agencies can be weak, the consumer insights underpinning the strategy can be poor, and all to often the execution is far from what it could be.
Friday, 04 July 2008by Danny Meadows-Klue
Keeping on top of digital marketing and publishing is tough. Most agencies suffer from serious under-staffing, and the wage price inflation for digital skills means they can't afford the talent they need. That's why investing in building the knowledge and skills of their team is the key to maintaining the edge.
Thursday, 03 July 2008by Danny Meadows-Klue
How many websites have been built that no one ever visited? How many banner campaigns that didn't achieve a single increase in sales? How many search listings that were so far down in Google they never got a single click? It's sad to reflect that most digital strategies fail. Since 1994 our directors and associates have been helping firms get digital channels right. Originally they did it as specialists within media firms and brands, and then in 2000 set up this consultancy practice.
Wednesday, 02 July 2008Continue reading "Get digital strategies right first time" »
by Danny Meadows-Klue
How do you hire a digital agency? What should you look for? How do you tell the difference between smart use of the latest technology and a technology looking for a solution? How do you know the skills you're offered are the skills you need? Who does the great work and who simply does great pitches?
Tuesday, 01 July 2008Data & Intelligence | by Danny Meadows-Klue
The figures are in for 2007, showing that online passed the £3bn threshold last year and now makes up 16% of the UK's ad market. In Europe online adspend grew 40% during the year and is on course to overtake the US by 2010. These trends are only set to continue with some analysts now predicting that online budgets in the UK could overtake TV this year.
The long-running Microsoft-Yahoo! saga has also come to a close with the clearest winner seeming to be... Google. Yahoo's determination to avoid being acquired has strengthened the search giant's position even further. It remains to be seen if and when their new ad deal will be rolled out worldwide.
This month also saw Facebook overtake MySpace with astonishing annual growth of 162%. Facebook is clearly no longer the underdog rebel upstart though at present its users seem to be staying loyal.
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Monday, 30 June 2008
