Press Centre - Digital strategy articles

Article archive - A selection of our views on what matters, and why...

What type of articles do you need for your website? Digital strategy contents can provide articles to your magazines and newspapers, both online and offline. Here are a few examples of articles or newsletters we've written.

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.

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Digital Minds: 60 seconds with Lean Mean Fighting Machine’s Dave Bedwood

Tuesday, 02 February 2010

dave%20bedwood.jpgWhat goes on in the mind of a Webby-winning Creative Director? Continuing our new series of interviews with people shaping the digital landscape, we talk to Dave Bedwood, co-founder of creative agency Lean Mean Fighting Machine. Here, Dave talks candidly about how technology can never replace creativity, changing processes in campaign development and being The Beatles of the digital world…

Continue reading "Digital Minds: 60 seconds with Lean Mean Fighting Machine’s Dave Bedwood" »

Digital Intelligence January 2010

Friday, 29 January 2010

Digital Strategy data - Digital Intelligence January 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.

Read January 2010

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Digital minds: 60 seconds with InSkin Media’s Hugo Drayton

Tuesday, 26 January 2010

hugo%20drayton.jpgAfter a decade of anticipation, convergence has brought online video into the mainstream of consumer behaviour. And it’s changed the nature of TV ads by combining the power of video story-telling with the best of targeting and the mass reach of today’s web. Yet many brands have missed web video altogether, and many publishers are so focussed on pay wall revenues of tomorrow, they’ve overlooked video ad revenues of today. As managing director of InSkin Media, Hugo Drayton is at the heart of where video meets the web. Here he talks with Danny Meadows-Klue about innovation, advertisers conservatism, and the false hype of 3D TV.

Continue reading "Digital minds: 60 seconds with InSkin Media’s Hugo Drayton" »

Digital Minds: 60 seconds with Fortune Cookie’s Justin Cooke

Tuesday, 26 January 2010

justin%20cooke.JPGWelcome to Digital Minds. New for 2010 we’re bringing you regular interviews with people shaping the digital landscape. Justin Cooke founder of web design agency Fortune Cookie, talks with Danny Meadows-Klue about virtual mirrors, new content creation models and the endless possibilities of Facebook advertising.

Continue reading "Digital Minds: 60 seconds with Fortune Cookie’s Justin Cooke" »

Digital minds: 60 seconds with Oodle's Duncan Dunlop

Monday, 25 January 2010

duncan dunlopWelcome to Digital Minds. New for 2010 we’re bringing you regular interviews with people shaping the digital landscape. Duncan Dunlop founded Oodle, the local classifieds search engine that is changing the local marketplace. In this interview he talks with Danny Meadows-Klue about classifieds, Marchex, Facebook and his 6 year old daughter’s internet wizardry.

Continue reading "Digital minds: 60 seconds with Oodle's Duncan Dunlop" »

Digital Intelligence December 2009

Wednesday, 16 December 2009

Digital Strategy data - Digital Intelligence December 2009
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.

Read December 2009

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Digital Intelligence November 2009

Thursday, 26 November 2009

Digital Strategy data - Digital Intelligence November 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.

Read November 2009

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Digital Intelligence October 2009

Thursday, 29 October 2009

Digital Strategy data - Digital Intelligence October 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.

Read October 2009

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Cedric Chambaz - Bing

Friday, 16 October 2009

Cedric ChambazBing: Getting you there, faster with Microsoft new search experience

For many firms online marketing only means search. Retailers live and die by their position in the organic search rankings, and fight ever smarter battles in the bid wars for pay-per-click position. Money pouring into search marketing has kept search in pole position, accounting for over half of all the online ad spend in the UK. But now there’s a new kid on the block. So before its official launch in the UK, we caught up with Bing’s marketing manager in London. Cedric Chambaz told Danny Meadows-Klue the story of a new brand, a new approach and the big implications for agencies and advertisers fighting on the frontline in search battles.

Continue reading "Cedric Chambaz - Bing" »

Digital Intelligence September 2009

Wednesday, 30 September 2009

intelligence1.jpgData & 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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Comment: Google lifeboat to rescue newspapers? Think agai

Friday, 11 September 2009

Danny Meadows-Klueby 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.

Continue reading "Comment: Google lifeboat to rescue newspapers? Think agai" »

Unsubscribing a mobile phone number from marketing calls?

Thursday, 10 September 2009

Danny Meadows-Klueby 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.

www.tpsonline.org.uk/tps

Digital Intelligence August 2009

Wednesday, 26 August 2009

intelligence1.jpgData & 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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Digital Intelligence online advertising US and worldwide special report

Wednesday, 12 August 2009

intelligence1.jpgData & 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.

Digital Intelligence online advertising US and worldwide special report | Recent editions of Digital Intelligence | Apply for a guest account for Digital Intelligence

Digital Intelligence July 2009

Friday, 31 July 2009

intelligence1.jpgData & 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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Digital Intelligence online advertising special report

Thursday, 16 July 2009

intelligence1.jpgData & 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.

Digital Intelligence online advertising special | Recent editions of Digital Intelligence | Apply for a guest account for Digital Intelligence

Digital Intelligence June 2009

Tuesday, 30 June 2009

intelligence1.jpgData & 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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Best practice | Marketing on Facebook to fans - some guiding principles for consumer brands

Tuesday, 23 June 2009

Danny Meadows-KlueBest 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...

Read the marketing to Facebook fans tips

Media multi-tasking: a snapshot in changing behaviours of digital consumers

Tuesday, 23 June 2009

Danny Meadows-KlueResearch | 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" »

Digital Intelligence India

Monday, 15 June 2009

intelligence1.jpgData & 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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Complaints about direct marketing: a snapshot of industry regulation in action

Monday, 08 June 2009

Danny Meadows-Klueby 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" »

10 Golden Rules in Social Media Marketing: Social media marketing best practice

Wednesday, 03 June 2009

insight1.jpgDigital 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

Graham Bower

Wednesday, 03 June 2009

CEO Taglab, Author

Graham BowerBy day, he’s chief executive of a funky London agency called Taglab. They’re famous for a decade of building websites and online campaigns for global brands. But away from the web, Graham has been developing ideas around a new business principle – Secondomics. Drawing on psychology, biology, economics and game theory, he’s uncovered why often the real winners in the race are not the people who burn all their energy in being first to blaze a new trail, but those guys who coast in second; following the model and using half the effort. There’s certainly nothing of a coaster in Graham, but when he shared an early draft of his next book, we spotted a new Digital Thought Leader. Here’s what he told us…

Continue reading "Graham Bower" »

Online marketing techniques: more results without more budget

Monday, 01 June 2009

Danny Meadows-Klueby 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

Continue reading "Online marketing techniques: more results without more budget" »

Digital Intelligence May 2009

Thursday, 28 May 2009

intelligence1.jpgData & 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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Social media marketing best practice

Wednesday, 27 May 2009

Danny Meadows-Klueby 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.

Continue reading "Social media marketing best practice" »

Internet use in India: Understanding the scale of change

Monday, 04 May 2009

insight1.jpgDigital 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

Michael Brandtner

Sunday, 03 May 2009

Brand Strategist

Michael BrandtnerWe caught up with Michael at the Styria Digital Congress in Austria where he was talking about the changing nature of branding. Brandtner is a leading thinker on brand strategy (and lives in Rohrbach, Austria). He’s an Associate of Ries & Ries (www.ries.com) and a vocational lecturer at the Graz University of Applied Sciences (Campus 02). He consults with national and international companies such as Dr. Schwabe, Neuburger, Internorm, Kodak, Müller-Milch, Wagner Pizza/Nestle or Unger Steel. We also enjoyed his book “Brandtner on Branding” that applies Darwin`s theory of evolution to the world of marketing and branding. Beside his consulting work he is a frequent speaker on the topics of branding and positioning. His website: www.michaelbrandtner.com.

Continue reading "Michael Brandtner" »

Digital Intelligence April 2009

Thursday, 30 April 2009

intelligence1.jpgData & 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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Getting 'expert reviews' right on websites

Tuesday, 07 April 2009

Danny Meadows-Klueby 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.

Read more here

Digital Intelligence March 2009

Tuesday, 31 March 2009

intelligence1.jpgData & 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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Digital newspapers: The perfect storm - Trends, challenges, implications, solutions

Monday, 16 March 2009

insight1.jpgDigital 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.

Continue reading "Digital newspapers: The perfect storm - Trends, challenges, implications, solutions" »

Best practice web publishing: BBC blogs

Monday, 16 March 2009

BBC BlogsBest 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.

Continue reading "Best practice web publishing: BBC blogs" »

Social networking forum – finding out more about what smart social networking is all about

Thursday, 05 March 2009

Olympia Conference Hall, London | Monday 9th/Tuesday 10th March: 10:00 - 18:00

Social Networking World ForumKeeping 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.

Continue reading "Social networking forum – finding out more about what smart social networking is all about" »

Digital Intelligence February 2009

Friday, 27 February 2009

intelligence1.jpgData & 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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10 golden rules for getting social media right

Thursday, 26 February 2009

by 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.

Continue reading "10 golden rules for getting social media right" »

Stephen Haynes

Friday, 20 February 2009

UK Sales Director, Facebook

Stephen Haines was appointed Sales Director of Facebook in November 2007, bringing with him more than a decade of sales experience to the team. His skills in both creating and developing profitable commercial relationships are strategic in his role at Facebook.

Prior to starting at Facebook, Stephen spent four years at Yahoo! UK & Ireland as Head of Agency Strategy, generating consistent year on year double digit revenue growth. Having lead large sales teams over the years, Stephen has a wide experience of managing and harnessing the power of teams operationally and commercially and commands huge credibility for troubleshooting both internally and client-side.

Marketing: tough times, tough decisions, smart solutions

Thursday, 19 February 2009

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.

Continue reading "Marketing: tough times, tough decisions, smart solutions" »

Pete Clifton

Tuesday, 10 February 2009

Head of Editorial Development, BBC

Pete CliftonPete Clifton, 46, is the BBC’s Head of Editorial Development, Multi-Media Journalism - one of the longest job titles in the organisation which puts him in charge of on demand developments across News, Sport and Weather. Before this he was Head of BBC News Interactive, the department responsible for the main News site, plus news to mobile phones, text on TV, interactive TV and outdoor spaces.

Continue reading "Pete Clifton" »

Digital Intelligence January 2009

Friday, 30 January 2009

intelligence1.jpgData & 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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Tim Faircliff

Friday, 30 January 2009

General Manager, Reuters Media

From May 2005 has been general manager for consumer news at Reuters.co.uk, overseeing multimedia services for the internet, interactive TV and mobiles. His role involves product development, third party content deals and sales and marketing.

Mr Faircliff has worked for Telegraph.co.uk for seven years, most recently as general manager. He is also a board member of the Association of Online Publishers (AOP) and the IDM/IAB Digital Marketing Council.

Bruce Daisley

Tuesday, 20 January 2009

Industry Leader, YouTube

Bruce Daisley really wanted to write sitcoms. Too many hours spent beaming in front of programmes like 'Cheers', 'One Foot in the Grave', and 'Blackadder' gave him a ludicrously happy upbringing. The low standard of most other sitcoms gave him the misguided belief that he could do better.

Parallel with this dream he started his working career in 1993 at Media Sales & Marketing - part of Capital Radio. Shortly later he formed part of the start-up team of Emap On Air, with the ambition to change the way that radio was sold. His subsequent Emap career has been focussed on periods in radio - and five years building internet sales teams.

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Digital Intelligence December 2008

Tuesday, 23 December 2008

intelligence1.jpgData & 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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How to complain about online content or marketing

Thursday, 11 December 2008

by 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...

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Digital Intelligence November 2008

Sunday, 30 November 2008

intelligence1.jpgData & 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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Alex Wright

Tuesday, 25 November 2008

Agency.com

Alex is a fan of Brands 2.0, eagerly talking about how people value brands and brands value people. Chatting with him at the regional internet congress in Zagreb, his passions about where brands are vs where they should be come through.

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What are Facebook friends? We need new language for the digital networked society

Wednesday, 19 November 2008

by 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.

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Digital Intelligence October 2008

Friday, 31 October 2008

intelligence1.jpgData & 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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Emerson Calegaretti

Monday, 27 October 2008

Vice-President and General Manager, MySpace Brazil

October 2008

Emerson CalegarettiWhen we interviewed Emerson Calegaretti in Caracas on the eve of their launch in Venezuela, it was clear why Latin America is so compelling. Social media has been big in Latin America since YouTube opened up the market and showed people how to connect social networks with media assets. The passion and enthusiasm for social networking accelerated early, and the region has some of the highest volumes of social media activity anywhere in the world. MySpace pioneered making personal home pages easy to build and fun to connect through, opening up access to personal publishing and changing the model for consumer engagement with the web. MySpace sets itself out as supporting people’s lives in three ways: self-expression, discovery and connection and the resulting behaviour playing out on their pages typifies the sharable and tearable content of Web 2.0 digital assets.

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Integrating Google into web publications: click revenues for publishers

Tuesday, 14 October 2008

by 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.

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Using the web to support TV and classic media

Monday, 13 October 2008

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.

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Best practice web publishing: STA Travel becomes a publisher

Wednesday, 08 October 2008

STA TravelBest 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.

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Internet audiences in Venezuela, today

Monday, 06 October 2008

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.

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Audiencia de Internet en Venezuela

Monday, 06 October 2008

Por 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.

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Google AdSense: optimisation tips for web publishers

Friday, 03 October 2008

by 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.

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El día de hoy en la red durará por siempre

Wednesday, 01 October 2008

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.

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Does behavioural targeting work for FMCG brands?

Wednesday, 01 October 2008

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.

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Digital Intelligence September 2008

Tuesday, 30 September 2008

intelligence1.jpgData & 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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How do you make the most value of unsold inventory?

Tuesday, 30 September 2008

by 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.

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Mariate Arnal

Wednesday, 24 September 2008

MSN Mexico

September 2008

Mariate ArnalEight years ago Mariate left the world of management consultancy and joined the team of just over a dozen people at MSN in Mexico City. She has played an instrumental role in helping to expand the role of commercial media on the internet in Mexico, growing the scope of online marketing in the country and raising advertiser confidence. Today the team at MSN is over 50 people and the scope of the website is a hundred times greater than back in 2000. Along the way Mariate co-founded the industry trade association and has helped accelerate the migration of marketers’ focus to online. In this interview she talks about the role of reach in media planning, why high-end demographic audiences have switched to the web, and why many brand managers still don’t understand what online is about.

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Best practice web publishing: Guardian.co.uk on social media

Saturday, 20 September 2008

Guardian OnlineBest 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.

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Best practice web publishing: Guardian.co.uk globalisation

Monday, 01 September 2008

Guardian InternationalBest 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.

Continue reading "Best practice web publishing: Guardian.co.uk globalisation" »

Digital Intelligence August 2008

Saturday, 30 August 2008

intelligence1.jpgData & 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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Ben Saunders

Monday, 25 August 2008

Polar explorer, Motivational speaker

August 2008

Ben SaundersBen Saunders is a record-breaking polar explorer and by his own admission an "extreme blogger". From the North Pole he wrote to millions using his blog, a PDA, a matchstick and a satellite phone. While becoming the youngest person in history to walk solo to the North Pole, Ben was able to keep us up to date with the progress.

Blogs are the most diverse of digital publishing platforms. They can be harnessed by anyone, anywhere for almost any publishing reason. Ben's blogs demonstrate their power both to amplify an offline event and to make intimate connections with millions.

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Today will last forever

Wednesday, 20 August 2008

by 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.

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Digital Intelligence July 2008

Wednesday, 30 July 2008

intelligence1.jpgData & 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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Reduce advertising budgets

Sunday, 06 July 2008

by 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.

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Get more leads for less

Saturday, 05 July 2008

by 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.

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Avoid wasting digital budgets

Friday, 04 July 2008

by 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.

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Agencies: gain the edge

Thursday, 03 July 2008

by 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.

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Get digital strategies right first time

Wednesday, 02 July 2008

by 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.

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Hiring a digital agency

Tuesday, 01 July 2008

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?

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Digital Intelligence June 2008

Monday, 30 June 2008

intelligence1.jpgData & 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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Best practice web publishing: The Wall Street Journal - Brand and stature

Friday, 20 June 2008

Wall Street Journal OnlineBest practice | by Danny Meadows-Klue

The Wall Street Journal is a longtime online stalwart, with a premium brand and authoritative voice. Their online publishing business models tested the nature of subscriptions and their advertising revenues have included the pioneering of new formats and surround sessions.

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Digital Intelligence May 2008

Thursday, 29 May 2008

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue

The latest US online adspend data shows continued strong growth as brands continue to move budgets online. New research is also continuing to identify online's specific strengths and role in cross-media campaigns.

Days away from the launch of Apple's new model iPhone it's no coincidence that this month we have focussed on developments taking place in the mobile phone sector. Recent trends and developments suggest the mobile web is clearly on course to reach its tipping point - mobile-based IM and social networking are set to make us more connected than ever before. No surprise then that key players including Microsoft and Vodafone are jockeying for position to give consumers and advertisers the tools they didn't even know they needed a year ago.

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Johnston Press rights issue: it's the business model, not the business

Wednesday, 14 May 2008

It takes a long time for newspaper paper stock prices to feel the effects of structural change in media, but when they do it makes for depressing reading. Johnston Press's announcement today about a rights issue to raise £212m is just the latest in a ceaseless flow of profit warnings, revenue reforecast and closures that have become the norm in the magazine and newspaper industry. The thing is that it's not that these businesses are doing anything wrong, it's that the landscape has changed so much that their products lack the relevancy to advertisers and consumers that they once had.

Continue reading "Johnston Press rights issue: it's the business model, not the business" »

Building a powerful media property: using the digital toolbox fully

Wednesday, 14 May 2008

insight1.jpgDigital Insight Report | by Danny Meadows-Klue

On the web consumers can have their information and entertainment needs met without needing traditional media brands. The business models of publishers and broadcasters acting as market places that bring together audiences and advertisers are challenged. The formula for success online means developing services so strong and compelling they draw in audiences through 'must-have' propositions. This might mean radically rethinking the approach and the content, but for brands that get it right, the pickings are rich. Last year the team here at Digital ran website product development workshops for firms from over 20 countries and these notes share with you some of the framework we've been using since 2000. We love great web content and want to see our friends and partners producing even more.

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Digital Intelligence April 2008

Friday, 25 April 2008

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue

As the e-retail economy forges ahead, this month's summary of new research reports upbeat figures for the US and UK, along with a similar lifts in online advertising in spite of the wider concerns about the ad market.

Opinion polls suggest a gradual change in consumer attitudes towards some of the more advanced forms of targeting, endorsing the strong financial results from leading media owners such as Google and Yahoo, as well as middle tier UK publishers.

There's more on the click-throughs we've added, with deeper commentary in our Digital Insight Reports.

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Seven simple steps for getting more from your website

Friday, 25 April 2008

Education & Training | by Danny Meadows-Klue

Every firm has a website these days, but that's only the start of internet marketing. Why do some websites do almost nothing for their companies and others change the perception of a brand or generate massive numbers of leads? Could you be getting more value from the time and money you've already invested in your site? In this article, Danny Meadows-Klue, chief executive of the Digital Training Academy, share a few tips for simple steps firms can take to get more value and engagement out of their existing web presence.

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Digital Book Club April 2008: Joseph Jaffe

Friday, 18 April 2008

insight1.jpgDigital Book Club | by Danny Meadows-Klue

After the marketing hit 'Life after the 30 second spot', confrontational author Joseph Jaffe explores the conversational nature of digital marketing and concludes that with the right attitude and something to say, brands can have a big part to play. There's no automatic right though, and Jaffe explores the problems as well as the successes.

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Profiling the world’s leading digital ad economy

Friday, 11 April 2008

insight1.jpgDigital Insight Report | by Danny Meadows-Klue

When the new data came out about online advertising spend in the UK getting set to overtake television next year, a few people asked me to write up some perspectives on the growth, the drivers, and the nature of change in media. You're probably not surprised by another massive leap in what has become the world's leading online advertising economy, but the trends in search, classified, video and industry sectors are fascinating. Ever larger campaign budgets are switching to the web, and there is an accelerating understanding of the models to apply to web media to get consistently high returns.

Having tracked the online ad economy since the early nineties, I'm confident that whatever happens to the wider marketing sector over the next three years, there will be no dramatic slowdown in online. The highlights are for you here, and there's a short Digital Insight Report at the end of the links. Let me know if it's useful, and if you have a comment you'd like published, then just mail me back.

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Best practice in video advertising

Thursday, 10 April 2008

The sudden arrival of in-stream video advertising formats presents new challenges for commercial directors, ad operations teams and media planners. Minor variations in the way video advertising messages are delivered can have a disproportionate impact on the effectiveness of the commercials and the quality of the campaign. These best practice tips for video advertising reflect techniques that have proven to be effective for both media planners and online publishers in getting more value from the media space and creative assets.

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Digital Intelligence March 2008

Friday, 04 April 2008

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue

The outlook for digital advertising growth remains strong with new research putting online at 10% of all adspend in the US, and here the UK market topping £5bn by 2012 - that's on top of our own forecasts that now put UK online adspend ahead of TV by the end of next year.

We said that 2009 would be the year mobile advertising accelerates, and new forecasts are already sizing that sector at $4.8bn within five years. Also in our round-up of the last month's research and announcements, we look at MySpace entering the downloads market, how Brits are tuning into TV on the web (even though 22m homes now have digital TV), and the OpenSocial initiative.

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Peter Ashman

Tuesday, 01 April 2008

Publishing Director, British Medical Journal

March 2008

Peter AshmanPeter Ashman leads the strategic, commercial and operational development of BMJ Journals and has business responsibility for the Group’s flagship journal, the weekly British Medical Journal (BMJ). He was previously from Nature Publishing Group, where he successfully led the Group's strategic launch into medical publishing. Prior to that, he was publisher of the British Dental Journal and successfully negotiated the acquisition of the British Dental Association's entire journal portfolio. Earlier in his career, Peter worked for The Lancet, both in the UK and North America.

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Polish exporters: Time to revamp your online marketing strategy?

Thursday, 20 March 2008

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue

In 2008 British companies and customers will buy Polish products and services worth 25 bln PLN. Polish export to Great Britain is growing 15-20% a year. To read more go to 'Rzeczpospolita' article (in Polish)

The digital skills crisis, told in their own words

Wednesday, 19 March 2008

insight1.jpgDigital Insight Report | by Danny Meadows-Klue

The skills crisis in digital industry is not getting better.

We've been running training in more than twenty countries as well as the UK and we're seeing the same patterns of rapid growth in the industry leaving most companies uncomfortably over-stretched.

Without enough of the right people in place firms are placing at risk their online marketing, content and in many cases the whole strategy. It concerned us enough to write up one of our short reports, and for us to include some of the best practice approaches we have seen in structuring digital teams effectively. When a brand extends onto the web they become a publisher whether or not they have a traditional history of content development, and with the massive expansion of web content, these skills are in high demand.

The crisis is holding back the whole industry in most countries, and I thought you might find the notes useful. If you have comments then let me know, and if you are looking for quick training to boost the skills of some of your own team then we've included links to a couple of the 40 courses we developed below.

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Case studies: Brands engaging audiences effectively

Wednesday, 12 March 2008

Strategy & Training | by Danny Meadows-Klue

The world of marketing has changed and suddenly brands are having to face up to the reality that not every customer wants to be interrupted by the messages they have. Like an annoying pop-up, even if television, radio and print advertising is hitting the right person, when the messaging is not requested by the user, the effects can be neutral. But if advertising engages with its audiences, then inviting them to take part, then there can have a dramatic effect in the efficiency of the message and the delivery of response. Here are three examples Digital’s team have been tracking:

Nike Run London (Nike) – How the leading sports brand created a massive ‘idea’ that had customers talking and interacting face to face, on the web and accross all media.

Tea Partay (Diageo) – How a leading drinks brand gives its product the edge, gets customers talking, and still enjoys audiences over a year later.

Snowblog (Snowbooks) – How marketing on a shoestring budget can still engage audiences and win the publisher awards.

Best practice in online advertising: using Digital’s Web Advertising Conversion Funnel

Monday, 10 March 2008

Education & Training | by Danny Meadows-Klue

Getting to grips with how online advertising works, and the scale of benefit expected from a campaign can be a real challenge to those new to the web. That’s why we developed a simple way of describing the steps in the online advertising sales conversion process. Here you can read through the thinking and download some of the simple notes that are used in the Digital Media Planning Academy to introduce marketers new to digital channels to the models and concepts at the heart of successful online advertising.

Continue reading "Best practice in online advertising: using Digital’s Web Advertising Conversion Funnel" »

Best practice web publishing: DMGT Group (UK) - Classified verticals

Saturday, 08 March 2008

DMGT GroupBest practice | by Danny Meadows-Klue

The Associated titles were some of the first to launch online in the UK, but the early model of on screen editions of local newspaper titles proved limited. What emerged alongside was a powerful portfolio of regional portals and one of the most diverse ranges of niche classified websites of any news media publisher. As advertising budgets migrated online DMGT was busy building the platforms it would migrate into.

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Best practice: Dayparting – how online ads can learn a lesson from broadcast media

Friday, 07 March 2008

Education & Training | by Danny Meadows-Klue

If you’re McDonalds and selling breakfast products, when do you want to advertise? If you’re a coffee chain with an afternoon coffee shop promotion then when could trigger the purchase? If you’re a film company releasing a new blockbuster, when are people most receptive? Broadcast media has always been strong in using the times of day to talk to customers when they are most receptive, but why have web marketers missed the trick? And how can media owners and planners reap the rewards to improve the effectiveness of how they work?

Continue reading "Best practice: Dayparting – how online ads can learn a lesson from broadcast media" »

Digital Intelligence February 2008

Friday, 07 March 2008

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue

The acquisition frenzy continues this month with some of the world's biggest internet brands still in battle for taking over each other (and still finding time to buy more smaller internet companies along the way).

The economies of scale mean a service like email or photo-sharing once developed can be rolled out worldwide at very low cost, economics that pressure online services that are only national and trigger the race for growth.

At Digital we said that 2008 was the year television programming would hit the web, and here in the UK the BBC's iPlayer is making headlines with 2.2m people a month watching TV through the player. MySpace has launched video advertising (pre-roll and post-roll formats), helping create a framework for brands to reach video watchers, and with Joost and the IPTV pureplays growing fast, this year is the crossing point for television programming on the web.

For mobile telephony the middle of the year will a big crossing point as the volume of calls made on mobile networks overtakes those on fixed networks according to the latest predictions.

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Online communities and the dangers of bandwagons

Thursday, 06 March 2008

Education & Training | by Danny Meadows-Klue

From the moment email went mainstream it was clear the internet would accelerate social networks and create a new type of weak, permanent connection between people. The explosion of social media has released completely new forms of community and enabled a new era of participatory marketing. But that doesn't entitle every brand to create its own. Unless there is passion and cohesion among participants, nurturing your own community can be a false promise and dead end. We've been teaching brands across Europe about social media and in spite of our enthusiasm for community, sometimes it's more effective to simply fish where the fish are rather than trying to build the pond. Bandwagons are seductive, but no substitute for strategy.

This short comment first appeared in The Marketing Society forum

Best practice: Sales structures - how do you structure an internet advertising sales team effectively?

Wednesday, 05 March 2008

Education & Training | by Danny Meadows-Klue

Selling online advertising is harder than selling print. While the Google interface may have made search listings easy enough for anyone to buy off the screen, selling brand building graphical ‘display’ space is tough because it opens up so many questions, often at a time when there just isn’t the knowledge inside the client team or the sales force.

Think of the options in print: whole page, half page, quarter page, strip. Maybe a cover-mount? Maybe a direct mailing piece? Maybe two or three editions? The choices are finite, and also familiar. It’s the familiarity to both buyer and seller that makes the sales conversation fluid and focussed.

Continue reading "Best practice: Sales structures - how do you structure an internet advertising sales team effectively?" »

Solving the digital publishing skills crisis with training

Wednesday, 05 March 2008

Berlin, 5th March 2008

Internet publishing coach Danny Meadows-Klue reflects on the second digital congress of FIPP and concludes that while the talk in Berlin is about strategy, getting the right people in place should be the priority. The skills crisis is everywhere and that’s the underlying reason so many classic media brands are haemorrhaging audience and advertiser market share on the web.

Download the notes that accompany this article
| Internet publishing training courses | Book a place quickly on a public access course | Ask for the details of International training programmes

Continue reading "Solving the digital publishing skills crisis with training" »

Best practice: Online moderation – Deciding when to moderate comments in social media

Monday, 03 March 2008

Education & Training | by Danny Meadows-Klue
As a web publisher, how do you deal with conversations between viewers that descend into a flame war? How do you maintain a thread of comments that are on topic? How do you build credibility in the debates on your site without censoring everything that's written? How do you avoid the legal risk of libel when you are the publisher but your readers are the author? Social media tools are great ways to engage audiences and boost page traffic, but moderation needs to be taken into account from the very start.

Continue reading "Best practice: Online moderation – Deciding when to moderate comments in social media" »

Seven steps for getting more from your website

Wednesday, 27 February 2008

Education & Training | by Danny Meadows-Klue

The Digital Training Academy joined the IVCA’s Essential Communications conference this year and found many firms missing big opportunities on the web. Here, their chief executive Danny Meadows-Klue explains a few simple steps firms can take to get more value and engagement out of their Corporate Responsibility programmes.

Danny Meadows-Klue

Everyone knows the internet has changed the communications mix, but why do most firms fail to do anything more than build static web pages and simple corporate brochures? Digital channels hold the keys to powerful relationship marketing that can transform engagement, boost brands and build trust. When Digital’s training team were invited to share their thoughts at Essential Communications 2008, it was clear that most firms were missing some easy tricks in getting their websites to amplify corporate responsibility messaging. Having trained digital marketers for more than a decade, there are plenty of lessons relevant in the Digital Content Academy, and here are some tips any business can look at applying straight away. They are only intended to be a starting point, but are a sure fire way to help amplify marketing messages by building engagement with the right stakeholders on their terms.

Continue reading "Seven steps for getting more from your website " »

Google: revenues in the UK top $2.5bn

Monday, 25 February 2008

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue

Another exceptional month in a decade of exceptional months: latest financial reports from Google reveal that the UK operation smashed the $2.5bn barrier (£1.3bn) for the first time, accounting for 15% of total worldwide revenues. Business in the UK is up almost 60% year-on-year in turnover (58%), with the pay-per-click activity accounting for the vast majority of all the firm’s revenues.

Continue reading "Google: revenues in the UK top $2.5bn" »

Digital Thought Leaders Discussion: Martin Oxley & Danny Meadows-Klue

Wednesday, 20 February 2008

February 2008

When it comes to helping businesses accelerate, the web is one of the most powerful of tools. In this discussion, Martin Oxley, CEO of the British Polish Chamber of Commerce, talks with Danny Meadows-Klue about how firms can harness online marketing without breaking their budgets. What puzzles him is why so many international businesses fail to get it right…

Read the discussion and post your questions to Digital’s moderator.

Continue reading "Digital Thought Leaders Discussion: Martin Oxley & Danny Meadows-Klue" »

Training tips from the Digital Classroom

Wednesday, 20 February 2008

insight1.jpgDigital Insight Report | by Danny Meadows-Klue

Back in 2004 we set up the Digital Media Sales Academy to help portals, magazines and newspapers make a stronger and clearer case for the role of online advertising.

Since then we've taught it teams from over 20 countries and developed advanced strands for sales directors as well as orientations for newcomers.

We're sharing some of the recent course companion notes because they give a sense of the challenges marketers have with online media and reflects what they're missing. These are highlights of some of the questions asked during the last few months, and if you have questions, then we're taking the passwords off the online classroom so you can add yours here.

If you or your colleagues are looking for training this year in online sales, online ad operations, the marketing of online sites, or web media strategy, then why not see if we can help. With some of the world's leading media brands among the existing academy graduates you'll be in good company.

Ask us a question | Read the highlights | Further Digital Insight Reports | Apply for a guest account for our research

Research: Foreign audiences

Tuesday, 19 February 2008

Newspaper and magazine sites in Spain and the UK get a massive boost of traffic from foreign audiences. It’s been one of the driving forces since the start of online news publishing and the overseas contingent can easily top 50%. ComScore data at the start of 2008 suggested that among the UK media properties The Mail gets 69 percent of visitors from overseas, BBC 59 percent, Telegraph.co.uk 57 percent, Guardian 56 percent and Times 55 percent. The same models and issues are true for the Spanish speaking sites, with media properties from Spain enjoying disproportionate traffic from Latin America. Many media groups miss these dynamics because in print and broadcast, the model has traditionally been about producing and distributing locally. However, with increased globalisation of media savvy directors at the BBC and The Guardian are now actively targeting overseas audiences with special editions, services and content. Look out for the www.guardianamerica.com site launching in early 2008.

Getting to grips with online media planning - Hints and tips for planners new to digital marketing

Friday, 15 February 2008

insight1.jpgDigital Insight Report | by Danny Meadows-Klue

Online marketing presents a richer choice of media formats, targeting and messaging than any other media channel. Harnessing this potential involves building on the principles of traditional media planning and using new toolkits, and matching the right formats and sites with the right media properties - all in a market that offers a daunting array of options. There are new metrics to track that transform accountability, and new models for trading media space. This Digital Insight Report introduces some of the trends, frameworks and viewpoints that describe online media planning today to help planners new to digital channels get up to speed quickly.

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Croatia: a market mobilising for digital

Thursday, 14 February 2008

Httpool%20-%20Gemius%20cut%20100p.JPGToday was a great day for Croatian internet marketers. 250 of the most digitally savvy gathered for the region’s largest internet congress, to see examples of best practice, the models that work, and get a download of the latest training in digital marketing.

Online ad spend in Croatia (net, EUR). Source: Httpool / Gemius

Continue reading "Croatia: a market mobilising for digital " »

It’s crunch time for newspapers, both in print and online

Thursday, 14 February 2008

Conference speech, International Newspaper Marketing Association, 2008 | by Danny Meadows-Klue

Newspapers have run out of time. It’s crunch time because the online newspaper model for most is little more than an enhanced copy and paste of the print title, with archives and minor discussion – a model pretty much the same as the mid nineties. Most newspaper group have failed to shift their web editions into high traffic community hubs that can act as a transition for advertising revenue as it migrates further out of print.

Continue reading "It’s crunch time for newspapers, both in print and online" »

A blog is for life and not just for Christmas - Weaving blogs effectively into digital marketing

Wednesday, 06 February 2008

insight1.jpgDigital Insight Report | by Danny Meadows-Klue

Blogging has changed the way publishing works.

What started out in a techno ghetto moved to the mainstream of digital publishing over three years ago. These days many small company websites are run entirely by blogging software and many big company CEOs are itching to write their own blog.

That's why in the digital marketing coaching we run it's come up so much that we created a whole training programme just about blogging for business. This Digital Insight Report is a quick starter that participants get, and we thought it worth sharing with a few of the people who asked for our research newswire. If you want to make a comment then mail me back and we'll add it to our own discussions. And if you've come across some great case studies of corporate blogging, then we'd love to see them.

These reports can be useful for explaining the basics of digital marketing to colleagues and as we write one every month, if there's a topic you'd like to see covered then simply mail us back.

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Online marketing: massive undiscovered potential

Monday, 04 February 2008

Education & Training | by Danny Meadows-Klue

Danny Meadows-Klue has been teaching digital marketing for more than 10 years. He was one of the first online publishers in Europe and has run dozens of internet businesses before setting up the Digital Strategy Consulting group. When his team were training marketers in 20 countries last year he saw similar patterns among the opportunities firms had missed, and here he talks about some of the experiences from those Digital Training Academies.

First published in Croatian internet marketing titles

Continue reading "Online marketing: massive undiscovered potential" »

Best practice web publishing: Telegraph.co.uk - News and cultural change

Sunday, 03 February 2008

Telegraph.co.ukBest practice | by Danny Meadows-Klue

Integrated text and video editorial news with the web teams deeply integrated into the newsroom. UK’s first online newspaper led the market in the 90s but lost its lead from 2000. Following internal reorganisations and a succession of restructures, the titles shifted offices and cultures, moving into a purpose built integrated news room that unlocked a stepchange in both publishing and management control.

Continue reading "Best practice web publishing: Telegraph.co.uk - News and cultural change" »

Digital Intelligence January 2008

Thursday, 31 January 2008

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue

January saw a great start for the digital marketing, media and retail sectors.

Consumer spending was even greater at Christmas than most e-retailers had forecast with a leap of around 50%, online advertising looks set to overtake television spend in the near future as budgets are pulled from classic channels, and the switch to digital marketing is accelerating in Germany and across Central and Eastern Europe younger digital markets.

Our first international projects of the year confirmed the enthusiasm of marketers in New York to boost their integrated strategies with more online activities, and next month we are back in Sweden and Eastern Europe to see if the same trends are strong in those markets.

For details of new digital training and strategy programmes in your country e-mail me back, and in the meanwhile we all hope you enjoy this edition of Digital Intelligence. If you'd like to give a colleague access this year, then simply e-mail us back and copy them in, and we'll do the rest.

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Bob Cauthorn, President at CityTools

Saturday, 26 January 2008

Is the newspaper industry stuck in the wrong advertising model?

January 2008

Newspapers are still fishing for advertising in the wrong place. That’s the conclusion of newspaper veteran Bob Cauthorn in looking at how the advertising model has failed to adapt in spite of the massive leaps in content. His argument is that hyper-local is the way forward.

Continue reading "Bob Cauthorn, President at CityTools" »

Online ad products: More innovations rolling out from Google

Thursday, 24 January 2008

Comment & Opinion | by Danny Meadows-Klue

2008 is set to be another massive year for online advertising product development. A few key players will drive these initiatives because their global economies of scale allow for exceptional research and development resources. Here’s a quick summary of three powerful tools from Google that we feel will capture the market in 2008.

Continue reading "Online ad products: More innovations rolling out from Google" »

Research: Online newspaper audiences and revenues

Friday, 18 January 2008

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue

Here we collate some of the statistics from Nielsen Online and the Newspaper Association Of America to provide a snapshot of audience levels and revenues.

Continue reading "Research: Online newspaper audiences and revenues" »

Digital Intelligence December 2007

Friday, 21 December 2007

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue

Your final news download as we wind down and wish you the best for the holidays.

The mince pies and mulled wine are waiting, we're almost finished for the year, but I did want to send you the final newswire to complete your archive. 2007 was a transformative year for the digital media and marketing industries, and having coached marketing teams in more than twenty countries since January, we've seen the pace quicken as the latest ideas from the UK , USA and Scandinavia get picked up in Central America, South East Asia, Africa and the Middle East . In our 'flattened' world the best ideas are only a click away.

Digital Intelligence tracked hundreds of the 'crossing points' in the sector's growth this year and this final edition rounds up some of the strongest evidence about how shoppers have switched to the web, the saturation levels of broadband, and the continued acceleration of key companies. We'd like to say a big thank you to everyone who took part in the Christmas appeal - you can still donate to your favourite charity here - and there's details of our charity here: http://www.digitalstrategyconsulting.com/about/merrychristmas.

Wishing you a relaxing 'unplugged' Christmas from all of us @ Digital, and the best of health for 2008.

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Peter Cowie, Managing partner at FitchLive

Saturday, 15 December 2007

December 2007

Peter’s background includes JWT and WPP, but on the day he set up Oystercatchers we asked him about how the marketing and advertising industry is likely to evolve over the next few years with the growth of digital. He’s clear that the models for reward need to change: “It’s not just about paying for the hours people put in, it’s about rewarding them based on the performance they create. Overall its about working with the right talent; that’s what clients want. This doesn’t mean that you necessarily have a roster of agencies all with the same structure of account directors, creatives and planners”. For Peter, the implication is that the scale of change will be personal and internalised as well as a macro re-structure of how the ad industry works. “This probably means more plural lives for individuals, potentially a growth in the freelance market, and a more flexible and fluid marketing industry. Maybe this means a smaller industry, with people paid better, and a greater search for the link between investment and effectiveness.

Search engine marketing – getting the right model of SEO for professional services

Friday, 07 December 2007

Education & Training | by Danny Meadows-Klue

In search engine marketing, by creating a strategy rather than a campaign, brands can build a sustainable rich feed of quality traffic. The effects can be transformative on the business. In professional services from law to accountancy, or business solutions from IT systems to equipment suppliers, search marketing is the key not only to discoverability, but also to unlocking the value already invested in the brand’s existing website.

In the top end of business solutions, search engine optimisation is critical for getting the products found in the right way and at the right time. The web has become the starting point for the majority of supplier searches and while PR and trade press advertising will take some of the messages actively out there, when people are looking for suppliers, their sites need to bubble up in search results pages fast.

Continue reading "Search engine marketing – getting the right model of SEO for professional services" »

SEO for magazines, newspapers and media sites: processes and tips

Thursday, 06 December 2007

Education & Training | by Danny Meadows-Klue

Search engine optimisation is critical for driving traffic and raising audience numbers. Every website wants to increase users and page impressions, but for media sites this is at the heart of their business model. The problem is most publishers fail to give it the attention it needs.

For the internal team’s SEO needs, there’s quite a bit to balance out between look and feel the readers see and what Google needs to deliver the indexing publishers crave. In general media groups face an additional challenge of stakeholder alignment between IT, editorial, marketing and advertising sales. The second challenge is resourcing: skimping on SEO is strategically dangerous for the whole business because the risks and effects are disproportionate: get the SEO right and millions of casual viewers can stumble into your content. Get it wrong and you’ll have to generate all those ad views from just a tiny (albeit loyal) audience. It’s as core a part of the engine of web publishing as the content itself, and yet consistently most media firms fail to prioritise it.

Continue reading "SEO for magazines, newspapers and media sites: processes and tips" »

Online marketing: your customers are still waiting for you

Thursday, 06 December 2007

Education & Training | by Danny Meadows-Klue

This article first appeared in Technology for Marketing and Advertising

If the last time you thought about online was a few months ago, then its time to take a fresh look. It’s a medium that does anything but than stand still and the reason it remains the fastest growing marketing channel in history is the power of its results. Whether their campaigns are to build brands or generate leads, more and more marketers are using the internet to reach new customers in ever-smarter ways.

Continue reading "Online marketing: your customers are still waiting for you" »

Digital strategy for a television station, newspaper or magazine

Monday, 26 November 2007

Strategy & Training | by Danny Meadows-Klue

There’s been rapid change already, but the pace will accelerate from here. The tools and technologies are now in place, but only in the last few years has the mass migration to the new channels really started in Western Europe. Digital Strategy was set up to help digital media groups find smarter ways to migrate their businesses into the new digital landscapes. Television channels, ratio stations, newspapers and magazines all have to get to grips with fundamental changes in media consumption, audience fragmentation, the nature of content and the media experience. The models that worked unchallenged until the end of the 1990s are now suddenly transforming and both audiences and revenues are changing faster than most media groups can respond.

Continue reading "Digital strategy for a television station, newspaper or magazine" »

Matt Brittin

Sunday, 25 November 2007

Country director for advertiser sales, Google UK

November 2007

DTL_Matt-Brittin.jpgIt’s been another amazing month or two for the folks at Google as it emerged in the UK they had topped ITV1 in revenues, as well as plucking the prize for world’s most recognised brand, and now one of the US top five firms by market cap. Google’s Matt Brittin is clear that the market is still changing fast and so is marketing. In this type of world why would we even talk about targeting a demographic. With search taking over 8% of all UK adspend, it’s well established as a media channel in its own right, and yet the pace of development remains daunting.

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Digital Intelligence November 2007

Tuesday, 20 November 2007

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue

Another massive month for product development at the search engines, as the migration to the mobile web quickens.

Strong financial results from indicator stocks are giving investors greater confidence in the online media sector, and retailers are looking forward to a Christmas that will again break e-commerce records across Western Europe and North America; with the web's role in direct retail dwarfed by its role as the primary place for purchase research.

In this Digital Intelligence we're tracking these trends and sifting through the noise to give you the click-throughs and data that matters. Retailers, consumer brands and media groups who are finalising their plans for 2008/9 are bringing us in as architects and strategists - and through this we're consistently seeing four themes emerge: the challenges in making sense of the landscape are getting worse, social media is moving to the core of every agenda (not always for the right reasons), the risks of getting it wrong have amplified, and there is now an acceptance that training and coaching for senior management is essential to make strong digital decisions.

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Discoverability: the undervalued multiplier in digital marketing

Thursday, 15 November 2007

Training & Strategy | by Danny Meadows-Klue

Every organisation is investing in digital channels, yet few unlock most of the value they should get because the content simply isn’t discoverable. Sites are too often organised around the linear aims of their owners and the silos of the organisation’s parent company’s structure. By understanding the broader needs of the customer, and reflecting these in the site’s design, the value of the websites to the business can be multiplied, and the real value of the marketing investment already made in the web presence can be unlocked.

Continue reading "Discoverability: the undervalued multiplier in digital marketing" »

Matthew Mayes, Executive Creative Director at MRM Worldwide

Thursday, 15 November 2007

November 2007

Talking about the changes in the advertising industry, Matthew Mayes is clear that this “calls for a different form of advertising to populate this new space. People choosing to spend lots more time in this landscape.” On the changes in channels Mays may be a digital evangelist, but is no advocate of analogue rejection: “Newspaper and TV brands have a great future, they’ve just going to be watched and read very differently”. However Mayes is convinced that all is not well in the model of how advertising is created. Is ‘the big idea’ happening in the wrong place? “Why do you try to define the ‘big idea’ in the least important channel? This means you have to force it below the line and the model doesn’t necessarily work?”

Continue reading "Matthew Mayes, Executive Creative Director at MRM Worldwide" »

New frontiers in integration: blended, connected marketing

Saturday, 10 November 2007

Strategy & Insight | by Danny Meadows-Klue

Blended marketing is neither new, nor transient. Integrating your messaging across platforms is a hygiene factor for marketers; it happens intuitively. Using the best media channels to do the job is so elementary we hardly acknowledge it. Yet why do these principles so often fail to retain traction in online?

Continue reading "New frontiers in integration: blended, connected marketing" »

IVCA

Tuesday, 06 November 2007

A write up of Danny Meadows-Klue's evening with corporate communication directors

www.simply-communicate.com/cgi-bin/item.cgi?id=506&d=68&h=0&f=0

Crossing points in unlikely places: the road to the digital networked society

Friday, 02 November 2007

Strategy & Insight | by Danny Meadows-Klue | This article first appeared in Pharmaceutical Marketing magazine

Seven years ago, on a hot and dry afternoon, I found myself rummaging around under desks in a stark concrete basement at the end of a neglected corridor, under a hospital in Addis Ababa. We were laying Ethernet cables next to the pathology lab, connect the first computing network, in the first computing room, of Ethiopia’s first teaching hospital. It was one of Digital’s early corporate social responsibility projects, and although I was there to think about what would come down these telecoms pipes, without them in place, nothing much was going anywhere. In the Horn of Africa things take longer than you expect, and normally need more effort than you can imagine, but the results can be far more rewarding than you dare suspect.

Continue reading "Crossing points in unlikely places: the road to the digital networked society" »

Massive social and technical change demands a new type of blended, connected marketing

Tuesday, 30 October 2007

Strategy & Insight | by Danny Meadows-Klue
It’s time for a change in marketing. We’ve seen periods of change many times before, but never on the scale now needed. The legacy of the first digital decade includes placing the absolute control of media in the hands of the audience, the removal of frictions in the access to knowledge, the capturing of conversation and opinion from all stakeholders in ways unimaginable ten years before, a step-change in the scale of media fragmentation, and the arrival of whole new paradigms in communication. It’s a whirlwind of change, at a pace that remains daunting, yet any brand failing to adapt, is assured to fail. Many classic marketing channels continue, but a new type of blended, connected marketing is called for.

Download the full article | Email me your comments about connected marketing

Copyright: challenges, models, and getting up to speed with the tensions

Wednesday, 24 October 2007

Training & Strategy | by Danny Meadows-Klue

Last week in a digital management coaching workshop, a senior marketer hit a familiar legal dilemma: “Can I use things I don’t have copyright to?” All I could reply was the rather unhelpful “get a lawyer”.

It’s familiar because pretty much every website publisher has to wrestle with it, and it’s a dilemma because there are strong cultural factors on both sides, and that’s why this is a question that just doesn’t go away. Copyright issues are still a nightmare for pretty much everyone in the process. When this crops up with commercial sites and marketers, it reveals that there’s a need to get up to speed with the issues - even if there's no solution, then the understanding of the challenges alone is pretty handy.

Continue reading "Copyright: challenges, models, and getting up to speed with the tensions" »

Central & Easter Europe: Digital marketing skills polarise

Sunday, 21 October 2007

Insight & Analysis | by Danny Meadows-Klue

When our trainers finished their most recent series of projects in Warsaw - coaching senior management in digital marketing - what we discovered was a polarisation in marketing skills, with most firms in Poland failing to mobilise for the digital marketing opportunities ahead, but some racing away with the same approaches and practices you’d expect in London or New York.

Continue reading "Central & Easter Europe: Digital marketing skills polarise" »

Emma Barnes, Snowbooks CEO

Wednesday, 17 October 2007

Smart digital marketing by reaching customers online

October 2007

Over the last few weeks we’ve been preparing a new edition of the Digital Viral Marketing Academy; one focussed on the entertainment sector and in particular the challenges facing book publishers. Along the way I’ve learned heaps about how Harry Potter fans used their own magic on the web, how political diarists levered their influence and how unknown authors have shot to stardom. The folks at Book-Trailers.net have begun exploring Hollywood-style approach to selling movies, authors are now buying into creating their own sites, and Penguin Classics have created the cutest RSS buttons imaginable.

While ambling between the sites of the big sisters of publishing, I was lucky enough to stumble into the home of tiny Snowbooks, and find a small publisher that’s pulled off some big web coups.

Snowbooks.com | Snowblog | Snowbooks.com on YouTube | Books-Trailers.net | Training in viral marketing | Tips in viral marketing | Web 2.0 training and strategies

Continue reading "Emma Barnes, Snowbooks CEO" »

Marketing to the Facebook generation: Web 2.0 marketing techniques and approaches

Wednesday, 10 October 2007

Training and navigating | by Danny Meadows-Klue | This article first appeared in Pharmaceutical Marketing

When audiences change, marketing has to change. The problem with marketing through the web is that there’s never any let up in the insane pace of change since it kicked off at the start of the nineties, so while most marketers are yet to get up to speed with the last digital era of techniques, you can be sure that a new paradigm is already rippling out from deep in the servers of a website you’ve never even heard of. And that’s pretty much what happened with the Web 2.0 explosion over the last three years. While most brands were still getting rid of the mothballs in their brochureware sites, social media was rewriting the rule book for web publishing, creating models of participation, levelling the world and democratizing conversations.

Continue reading "Marketing to the Facebook generation: Web 2.0 marketing techniques and approaches" »

Auctions and media: search was just the start

Tuesday, 09 October 2007

Insight & Analysis | by Danny Meadows-Klue

The trading models for online advertising have always been progressive. A transparency in the data, and a keenness to relate advertiser success to media space, quickly created the Cost Per Click trading model in the late nineties. From this came the Cost Per Action model, and from those the richer models of shared risk. Classified advertising engines have turned the listings market upside down and the new behaviour the marketing industry learned in the search world is breaking out onto the web. Since those early days, sharing the risk has become a regular part of the media buying discussion, and the role of auctioning clicks has become deeply embedded in the trading of search engine advertising.

Delta gets going at MediaTel | Try placing an ad for free with CraigsList | Search fuels online adspend leaps in the UK

Continue reading "Auctions and media: search was just the start" »

Digital Intelligence: Online breaks adspend records in UK and US

Monday, 08 October 2007

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue

Another cracking month for the internet sector and we held back this round-up of September research to include the two new records set for online adspend in the UK and the US.

Online is taking almost 15% of the adspend cake in the UK and crossed $5bn in a single quarter in the US. The tide of migration to free content is pulling hard and this month we look at how the New York Times, the FT and probably the Wall St. Journal are all getting seduced again to ad funded models; questioning the role of subscription barriers that block audience growth. In our sector focus there's more on the music industry as the Charlatans give away their latest CD and Radiohead let you chose how much their music is worth.

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US online adspend: new records set as net breaks $5 bn a quarter

Friday, 05 October 2007

Strategy & Analysis | by Danny Meadows-Klue
The latest numbers for the US from PricewaterhouseCoopers (PwC) and the IAB confirm that the world’s largest online ad market is still enjoying the largest annual growth in real terms. Spend surged ahead by 25.4%, crossing the $5 bn mark in a single quarter.

Continue reading "US online adspend: new records set as net breaks $5 bn a quarter" »

Internet Decade

Thursday, 04 October 2007

The DTI honor 100 of the UK industry founding fathers; Danny Meadows-Klue is among them

www.e-consultancy.com/internetdecade/m/danny-meadows-klue-10.html

Alison Wheeler, UK CEO, Wikimedia

Wednesday, 03 October 2007

UK CEO, Wikimedia

October 2007

Digital Thought Leaders | By Danny Meadows-Klue

The Wikipedia model has revolutionised knowledge classification and the linkages between content. Google pretty much anything and chances are that a wiki listing will be bubbling up on the results page. Clearly Wikipedia will remain a permanent fixture of the landscape, and we should all cherish the fact it’s a foundation. “But the problem with Wikipedia is that it only works in practice, in theory it would never work”, explains Alison Wheeler, Wikimedia’s UK chief executive. It’s a conundrum: after all, why should people want to dedicate their time to updating and managing entries on a public encyclopaedia?

www.wikipedia.org

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UK online ad spend: biggest leap yet

Tuesday, 02 October 2007

Insight & Analysis | by Danny Meadows-Klue
Today's new figures confirm the switch to online continues to accelerate in Europe’s lead media market. The internet's share of all advertising swelled to almost 15% in the first half of 2007, with further record-setting leaps in real growth. Boosted in particular by massive increases in the supply of media from social networks, and the continued switch of acquisition budgets into search, the wider media sector is starting to feel the real impact of the digital networked economy as the models that underpin many print and broadcast players get called into question.

Read on for stats on spend, analysis, forecasts and key actions...  |  Swiss adspend set for a switch  |  Mexico hits the tipping point  |  Italy: On the rise in 2006  |  UK: acceleration underway back in 2005

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A blog is for life and not just for Christmas

Monday, 01 October 2007

Training & Strategy | by Danny Meadows-Klue
A few of us are talking about how firms can test out this web thing. And one of the agency folks pipes up that “the problem is that these clients want to try, but we just don’t think they can follow through. What happens when they need to pull out, do we just close the blog? Can they do that?”

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Snowbooks.com – smart digital marketing by reaching customers online

Friday, 28 September 2007

Casestudies | by Danny Meadows-Klue

Over the last few weeks we’ve been preparing a new edition of the Digital Viral Marketing Academy; one focussed on the entertainment sector and in particular the challenges facing book publishers. Along the way I’ve learned heaps about how Harry Potter fans used their own magic on the web, how political diarists levered their influence and how unknown authors have shot to stardom. The folks at Book-Trailers.net have begun exploring Hollywood-style approach to selling movies, authors are now buying into creating their own sites, and Penguin Classics have created the cutest RSS buttons imaginable.

While ambling between the sites of the big sisters of publishing, I was lucky enough to stumble into the home of tiny Snowbooks, and find a small publisher that’s pulled off some big web coups.

Snowbooks.com | Snowblog | Snowbooks.com on YouTube | Books-Trailers.net | Training in viral marketing | Tips in viral marketing | Web 2.0 training and strategies

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How to make viral messages infectious: techniques in viral marketing

Friday, 28 September 2007

Training & Strategy | by Danny Meadows-Klue

As word of mouth became word of mouse in the mid 90s, the term viral marketing was born. It rests on the changes in the nature of trust as the unquestioned authority of institutions and brands becomes replaced by peer recommendations. It was a trend that began long before the web went mainstream, but the internet’s ability to destroy geography and remove frictions in information has become a catalyst that accelerated that process.

The iconic Dove Evolution campaign | Our favourite viral video content | Viral Marketing training classroom

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Falling in Love 2.0: Why it’s ‘all change’ in the relationship rules?

Wednesday, 26 September 2007

Speeches & Keynotes | by Danny Meadows-Klue

AdTech.jpgThe rules of the marketing game have changed. The command and control television era where big brands delivered heavyweight messaging every night to the nation, has finally melted away. In its place a radically new structure has emerged that will dominate the next twenty years of marketing.

Continue reading "Falling in Love 2.0: Why it’s ‘all change’ in the relationship rules?" »

Alex Burmaster, European Internet Analyst at Nielsen Online

Wednesday, 19 September 2007

Making sense of the ad opportunity today

September 2007

The recent press and debate about what and how we measure in the online landscape have been particularly welcoming to me. The recent furore around the ‘death of the page view’ certainly seems to have put the publishing and ad worlds in a collective spin. The metric that has been held, dearly or not, as the most relevant gauge of the advertising opportunity online has come under threat - and everyone is scrambling to make sense of what happens now. The other issue that has thrust measurement science into the spotlight concerns the debate between the Telegraph and the Guardian about the former’s claim to being “Britain’s number one quality newspaper web site.”

Continue reading "Alex Burmaster, European Internet Analyst at Nielsen Online" »

Tracking the skills gap

Monday, 10 September 2007

Insight & Analysis | by Danny Meadows-Klue
If you're trying to hire, then you'll know the challenge only too well. A massive shortage in the labour market that stretches from Singapore to San Francisco. Wage rates are spiralling, contractors are filling critical gaps, whole departments are understaffed. It's just as big a deal among senior directors, where a whole generation of marketing leaders are struggling to grasp the implications and models of the new channels.

Ask us to walk you through our research | Request a skills assessment

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Sizing the gap: Swiss marketers focus on newspapers but audiences' focus switches online

Wednesday, 05 September 2007

Insight & Analysis | by Danny Meadows-Klue
Here in Switzerland, newspaper advertising still dominates the marketing mix. It has one of the highest shares of advertising spend of any market in the world, and while most countries have seen classified ads begin their heavyweight migration to the web, here the changes are still yet to really get going. It’s an even greater paradox, because with broadband penetration and ad spend per capita among the highest in the world, online should be accounting for 8% or more of the advertising mix. Vested interests? Lack of innovation? New insights about the time the Swiss spend with their media paint a startling picture…

Learn more from AdLink Media Group

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Department of Trade and Industry

Wednesday, 05 September 2007

Danny Meadows-Klue in debate with members of the European Parliament about the vision for i2010

www.i2010.org.uk/panel_debate_members.html

Why is it that when consumers shift their media focus, marketers are slow to follow?

Tuesday, 04 September 2007

Insight & Analysis | by Danny Meadows-Klue | Article was published in PERSÖNLICH magazine
Why are Swiss marketers missing out? Danny Meadows-Klue argues that with a country as technologically advanced as Switzerland, the marketing industry is missing a trick. Audiences have moved to the web, but advertising budgets still over-use the classic media channels. For smart marketers that means they're getting a loud voice online and often without their competitors around, but for the Swiss industry as a whole there's an inefficiency that's emerged in the last five years that represents wasted ad budgets. The world of media is changing at a breath-taking pace, and while some parts of the web can justifiably be accused of being over-hyped, internet media is now mainstream media and for the marketers that forget the web from their schedule that means lost audiences and lost engagement.

Continue reading "Why is it that when consumers shift their media focus, marketers are slow to follow? " »

British summer drives shoppers indoors

Thursday, 30 August 2007

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue
Online retail took a major leap this summer, breaking the £4bn threshold for July alone. That’s a staggering 80% growth year-on-year, and well above seasonal expectations (we’re thinking the British ‘Summer’ had something to do with this one). In the social networking stakes Bebo pipped MySpace in the UK, as both saw audiences swell along with FaceBook and YouTube. Meanwhile in the US the crossing point for online ad spend overtaking newspapers is in sight as latest research suggests 2011 as the date when it happens.

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Joseph Jaffe

Friday, 24 August 2007

Author and President of Crayon

August 2007

jaffe.jpg

Joseph Jaffe is a passionate digital marketing thinker who puts massive energy into transforming traditional and new businesses. He feels that the whole marketing process needs a rebuild to capture the changes in consumer attitudes and online challenges for brands. In his ten points about the dramatic shift in the relations between consumers and marketers he indicates a path businesses should take.

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Digital strategy for publishers

Thursday, 23 August 2007

Training & Strategy | by Danny Meadows-Klue
Digital Strategy was set up to help website publishers find smarter ways to work. We've worked for some of the largest newspaper, magazine and television groups in the world, as well as some of the most successful dotcom firms. Why do newspapers, magazines, television, directories and dotcoms ask us to help? Because we know the industry and the web inside and out and can deliver their online advertising strategy, internet content strategy, community strategy, or simply boost traffic and learn about our ways of raising audiences to websites. Here's a list of some common projects we run...

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Web 2.0 in the West End, and the tale of two Tims

Wednesday, 22 August 2007

Insight & Analysis | By Danny Meadows-Klue
Thanks to the folks at NetImperative and Weboptimiser, we had a great dinner tonight, with a big serving of Web 2.0 as a side order. It was a chance for a few of us back in London to chat about the new publishing models of communities and online audiences. As conversation expanded from how marketers can use online communities to how you harvest the wisdom of crowds, I figured that writing up a few notes might be handy to help some of the folks who were here tonight, as well as some who weren’t.
Web 2.0 Classroom | www.facebook.com | www.MySpace.com | Google tracks the growth of Web 2.0 searches | Second Life search volumes quick to follow

Continue reading "Web 2.0 in the West End, and the tale of two Tims" »

Fish where the fish are - Online advertising best practice

Sunday, 19 August 2007

by Danny Meadows-Klue

Why do so many brands waste millions on websites nobody visits? This is one of the tragedies of digital marketing and the rush to create sumptuous, self-indulgent sites is one of the worst examples of how easily the digital landscape can be misread.

Continue reading "Fish where the fish are - Online advertising best practice" »

Mexico hits the internet Tipping Point

Wednesday, 18 July 2007

mexico%20article.jpgInsight & Analysis | By Danny Meadows-Klue | This article was written for IDM

Coming back to Mexico, I’m coming to a new country. The billboards from the airport are shouting out web addresses, WiFi internet access seems to be just about everywhere, and it’s not just the USA websites people are logging onto; Mexico’s home grown online media is in boom time. There are 22 million online users in México, with a big slant to upmarket professionals. The web is now about 1% of brand advertising spend in Mexico, and it’s focussed on a narrow group, but this is a gap that will close in the next 18 months. The demographics are broadening fast and the web is no longer just a high-end office worker tool, but thanks to the collapsing price of broadband is opening up to Mexico’s middle classes. 3.4 million people are banking online, and e-commerce is at record levels.

Continue reading "Mexico hits the internet Tipping Point" »

Professor Joel de Rosnay

Tuesday, 17 July 2007

CEO Biotics International

July 2007

Joel de Rosnay is the rare visionary who uncloaks the future with the richest of insights. He describes the internet as a relationship technology and is fascinated by the new structures of relationships that are emerging. His books chart the history and the future of our relationships with technology and the Agor Vox online newspaper he helped build in France has pioneered the publishing models of citizen journalism. While the media industry is focussed on Web 2.0, he’s unravelling Web 3.0.

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Royal Society of Arts

Thursday, 05 July 2007

Author biography: Danny Meadows-Klue

www.rsa.org.uk/read/speakerCloseUp.asp?speakerID=1255

Online advertising: knowing where to start

Wednesday, 04 July 2007

Insight & Analysis | by Danny Meadows-Klue
Read any marketing magazine, and it’s the same message: ‘The web is big’. But where do you start? And if you’re new to online marketing, how can you structure where the web fits in the media mix? Online marketing pioneer Danny Meadows-Klue suggests that looking at your existing media mix can be a great place to start and that you’ll find a perfect ‘mirror’ online.
For the new generation of marketers suddenly having to tackle the internet, our industry can be rather confusing. One problem is choice: online marketing can achieve every goal that marketing through any classic media channel can - from building a brand, to triggering a sale, right through the after sales service process; the internet is there at every step.

Continue reading "Online advertising: knowing where to start" »

European and US online marketing spend leaps

Saturday, 30 June 2007

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue
European and US adspend data revealed major leaps forward, as consumer and business brands upped their budgets. The Google family of companies continued to broaden, there was another wave of acquisitions, and the virtual world of Second Life swelled to more than 6 million residents - with over 1.3m of them active in the month. In Europe '1 day a month' is the new magic number. Across the continent the average internet user now spends 24 hours online each month helping put in perspective the scale of the shift in time and focus. UK audiences take pole position, clocking up a staggering 34 hours with the most entrenched online community.

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The world of communications had changed

Saturday, 30 June 2007

Insight & Analysis | by Danny Meadows-Klue | This artile is IVCA Book chapter, preface

The world of communications has changed. And the scale and pace of change is as daunting as it is exciting for those of us in the communications industry who have to now weave in this new strand of tools. The internet's sudden arrival in our homes and offices within a decade is creating a change in communications comparable to the arrival of television, yet most British firms have hardly scratched the surface of its potential.

In the mid nineties the effects of the web could have seemed confined to harnessing email and delivering corporate websites, but the ceaseless pace of development in both the breadth and depth of sites, as well as the underlying technologies, has ensured that there is always something radically new. In the last two years the Web 2.0 publishing models have pushed the boundaries forward again.

Continue reading "The world of communications had changed" »

Self-regulation: actions not words

Wednesday, 27 June 2007

Industry Issues | by Danny Meadows-Klue
“The whole advertising industry needs a good advertising campaign” - Mr Ignasi Guardans Cambo MEP is hosting a breakfast debate on the future of regulation and self-regulation in Europe’s jumbled up, converged media landscape. The text of the Audio Visual Media Services Directive (the Television Without Frontiers Directive for the old hands) has been agreed in The Commission, and the pre agreements mean, in his words “unless an earthquake takes place, there will be a large majority and it will go through the Parliament”. Mr Ignasi Guardans is on fine form with the early risers of the Brussels media lobby (it’s 7:45am CET and 6:45 with those of us nursing UK body-clocks).

Digital Insight: Approaching regulatory challenges online | EASA | Commissioner Reding addresses the Interact congress

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Interacting in Brussels: doors open on IAB Europe’s first international congress

Monday, 04 June 2007

Digital Events | by Danny Meadows-Klue
18 months ago a group of the IABs began discussing the potential for a single pan-European congress created by IAB Europe to bring interactive marketing professionals from across Europe together for the first time

Continue reading "Interacting in Brussels: doors open on IAB Europe’s first international congress" »

Royal Society of Arts

Saturday, 02 June 2007

Speaker biography: Danny Meadows-Klue

www.rsa.org.uk/events/speakerCloseUp.asp?speakerID=1255

What research will help brands uncover how they can invest more smartly in online?

Tuesday, 15 May 2007

Training & Strategy | by Danny Meadows-Klue
That’s the question I put to the Leadership Council of IAB Europe. For the national IABs the answer will shape their plans, for the pan-European agencies and media owners the answer will focus their budgets, and for those new to the industry, the answer will reveal the breadth of the online research agenda.

Continue reading "What research will help brands uncover how they can invest more smartly in online?" »

Mobile phones: the sure fire way to reach young audiences

Sunday, 13 May 2007

Insight & Analysis | by Danny Meadows-Klue
Hats off to research stalwart Dr Liz Nelson at Q Research. Their latest insights into mobile phone use not only firm up that for the 11-35s it’s the must-have medium, but also reveal that it’s a channel these audiences want to actively engage with brands through.

Continue reading "Mobile phones: the sure fire way to reach young audiences" »

Why multiple media in a single campaign? And at what frequency for each channel?

Saturday, 12 May 2007

Insight & Analysis | by Danny Meadows-Klue
That’s the question Roy Patel’s team tackled at Metrix Lab. Let’s face it it’s not an easy one. The theory of combining media channels together may seem simple, but quantifying the effects is a massive challenge. A challenge that these guys have cracked.

Continue reading "Why multiple media in a single campaign? And at what frequency for each channel?" »

Let’s get engaged

Friday, 11 May 2007

Insight & Analysis | by Danny Meadows-Klue
What is engagement with media all about? How can we define it? What does it tell us? What are the relationships between the impact of communication through the different media channels? And why does online appear to be that much more deeply engaging? These are just a few of the questions that appear once you start investigating what engagement means, and while the industry doesn’t yet have an answer, it is starting to uncover the roadmap to getting there. Some new insights from NetRatings are starting to show how you can measure some of the basic metrics for different types of engagement.

Continue reading "Let’s get engaged" »

TV is the new key to search engines: time to rethink media integration

Friday, 04 May 2007

Insight & Analysis | by Danny Meadows-Klue
The latest landmark research from i-Level and Yahoo shows how marketing activity on TV triggers a massive uplift in searches online. For the digitally savvy this will not be news, but proving the link with brands such as the AA and Sky is a major step in explaining the new integrated media landscape. The shockwaves from this research spread way beyond the web: television and radio media planners are in for a jolt.

Continue reading "TV is the new key to search engines: time to rethink media integration" »

Online adspend still on course to pip TV at the end of the decade

Saturday, 28 April 2007

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue
Online adspend is already topping 10% of the media channel mix in several countries, and ZenithOptimedia are predicting that worldwide it's now on course to top radio by next year. In the UK our own analysis now puts online above direct mail, and we remain confident in our 2005 prediction that online would overtake TV adspend in the UK by the end of the decade. Although online can build brands as powerfully as it can generate direct sales, the success of search engine advertising continues to be a key driver in the refocusing of marketing towards the web across Europe. That's why this month our Company Focus looks at Google, with a round up of the top ten news stories from the search giant.

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UK online adspend breaks £2bn: our prediction confirmed

Friday, 30 March 2007

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue
Online adspend broke the £2bn mark here in the UK and closed 2006 with 12.4% of the total advertising cake. Almost exactly in line with our prediction in the Autumn (12.5%), the growth in search continued to fuel web ads (paid for clicks account for 58% of the total), alongside a broadening of the firms using graphical and banner formats. The increase of 41% sees web adspend overtake national newspapers, and cross the threshold of being half the size of the TV market. With total advertising spend rising only 1.1% year on year, it's clear that the web is now the main driver in the wider advertising economy. The UK may be the largest online advertising market in Europe, but growth has been strong in France, Spain, Scandinavia and Germany. The audit of the Spanish market - also published this month - revealed another massive leap: online marketing in Spain grew 91.38% in 2006, reaching €310.5m and taking 4.25% of all combined Spanish adspend. Search marketing in Spain rose 132,41% (46.58% of all online adspend).

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Looking for love: Europeans do it in online social networks

Wednesday, 28 February 2007

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue
In five years 6m of us throughout Europe will go online to find love. In just over ten years nearly half of all purchases will be made online in the UK. Sometimes the predictions can be hard to picture - and they don't always come right - but one thing is certain: the internet will be an even bigger part of all our daily lives. Of course online marketers know this already and the developments in the UK and Australia we cover this month just remind you how fast the digital world is growing. Carrying the internet is our pockets is also increasingly common and the mobile stories cover both Vodafone and Yahoo! working to integrate our online activities into mobile handsets. It's hard to predict what those will look like in ten years!

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Talking advertising

Tuesday, 20 February 2007

Zoran SavinHere in Zagreb there’s a gap. 25% of internet users are online several times a day and yet less than 1% of advertising budgets are focussed at them. It’s a crude measure, but one that seems to be consistently accurate as a health check on the sophistication of the market.

Continue reading "Talking advertising" »

Digital futures: trends to watch unfold in 2007

Friday, 05 January 2007

Strategy & Insight | by Danny Meadows-Klue
Another year of rapid journeying towards the digital networked society awaits, but the good news is that for a channel with so much change, the future isn’t as opaque as many think; or at least, not all of it. Moments and events may prove impossible to pinpoint, but social and technological patterns are much clearer to read. Here are ten strands of the near future that will unfold further during 2007. Strategic marketers will healthcheck their plans against these trends to ensure they are going with the grain of digital cultural evolution. As we travel deeper into the digital networked society, the scale of these trends is amplified and their manifestations that much clearer.

Continue reading "Digital futures: trends to watch unfold in 2007" »

Simon Caulkin

Sunday, 26 November 2006

Simon Caulkin in his weekly column for The Observer on 26th November 2006 summed up one of the fundamental drivers of current web innovation:

"It's not established companies that have pioneered the key businesses of the second-generation internet but geeks and customers who scorn the commercial offerings pushed at them by industry leaders and instead create new ones to meet quite different demands of interchange and self-expression."

Internet Advertising Sales - Battle Continues

Wednesday, 22 November 2006

Training & Strategy | by Danny Meadows-Klue
Time for media groups to get serious on training
You need to raise your online ad revenues online. Maybe that's £500k this year, maybe it's double last year's budgets, but you'll be facing a pretty steep goal if you're like most of the firms we work with. Suddenly online is getting CEO attention.

Continue reading "Internet Advertising Sales - Battle Continues" »

Pan-European online advertising: a new era for pan-European brands

Wednesday, 15 November 2006

IAA_logo%20100.jpgDigital Events | by Danny Meadows-Klue
Online advertising is a core part of the media mix. That was one of the key messages from the annual IAA and IAB Europe online marketing summit when leaders of Europe’s internet marketing industry came together. But most brands are still only scratching the surface of what online can do and the pan-European marketers all agreed that the incredible diversity of online advertising meant there were always new options unfolding.

Continue reading "Pan-European online advertising: a new era for pan-European brands" »

Online media sales? It's about the product

Friday, 10 November 2006

Training & Strategy | by Danny Meadows-Klue
"Double your internet revenues every year for the next three years. 100%: that's the number." The chief executive of a magazine group is addressing his troops with a war cry that has been echoed around the publishing world in 2006.
But the more I hear it, the more I'm struggling with it. Struggling, not because it's bold - that's great and publishers need to be showing leadership right now - but because most magazine groups are looking for the answers in the wrong places. Since I began teaching the digital media sales teams two years ago I must have seen these aspirations in a hundred media firms: the web's rising, our website is rising, so revenues must just rise faster. Sales teams are being given their orders and are marching into battle.

Continue reading "Online media sales? It's about the product" »

Italy: the digital marketing journey continues

Wednesday, 08 November 2006

Digital Events | by Danny Meadows-Klue, cofounder and chief executive, IAB Europe
Marketing in Italy is changing, and it is changing almost overnight. Today’s IAB Forum is a perfect example of how the web has moved from edge of Italian marketing to its centre. Two years ago the Forum was a half day event for a few hundred people, last year almost 2000 people joined the convention centre, queuing outside from 7am and not finishing the last espresso on until after dark. This year more than 3000 people pre-registered for two days of convention that now has a small trade show attached; at this rate, by 2010 the IAB will be in talks with AC Milan about the only venue left in the city that’s large enough.

Continue reading "Italy: the digital marketing journey continues" »

The day the world’s online marketing associations got together

Monday, 30 October 2006

Digital Events | by Danny Meadows-Klue
It was long overdue, but a couple of weeks ago, in a quiet room away from the gaze of the media spotlight, IAB organisations from around the world came together for the first time. What they discovered were kindred spirits, common challenges, and a group of areas where they could work together.

Continue reading "The day the world’s online marketing associations got together" »

Microsoft's digital day: it's all about behaviour

Friday, 20 October 2006

Insight & Analysis | by Danny Meadows-Klue
When Microsoft fly in the big guns for their annual digital briefing, you get a rare glimpse of the big picture. Joining up the dots across 71,000 people is a massive task, and most of the time we only see Microsoft in isolation: consoles, browsers, servers, MSN. Years ago I remember watching Bill Gates demonstrate a tablet PC here before I bought my first, we saw early editions of Explorer at a time when Netscape still enjoyed market dominance, Bill's talk of the 'web lifestyle' helped articulate what a group of us were already living; these events have a habit of being prophetic.
And this year it's all about people's behaviour. An audience of predominantly ad agencies heard what they wanted to hear: consumer behaviour is not only being better understood, but tracked and structured in a way that will present a dashboard of targeting opportunities to the ad industry. It's a bigger deal for Microsoft because that behaviour could be anything from in-game media (remember they only just bought 'Massive') to MSN to IPTV viewing to search on a mobile.

Continue reading "Microsoft's digital day: it's all about behaviour" »

Online ads drive offline sales: Netimpact 3

Thursday, 28 September 2006

Insight & Analysis | by Danny Meadows-Klue
A new, pioneering study neatly proves how online ads really do drive offline sales. For the internet savvy marketer this is hardly news, but it’s a rare moment where mathematics backs up the media choices we’re all making. The Champagne is flowing in France with news of the results, but the implications hold across all Europe. What’s particularly interesting here is that the study is in the retail sector and it used a test group on one side of the country and a control on the other: a powerful methodology, with even more powerful results.

Continue reading "Online ads drive offline sales: Netimpact 3" »

Social networks? You ain’t seen nothing yet

Thursday, 06 July 2006

Training & Strategy | by Danny Meadows-Klue
Online communities may have been with us for more than twenty years, but it’s only since 2000 that the media and marketing industries have uncovered their power. Now the race is on to create and nurture these communities; get the formula right and you’re onto a winner
For most of us the earliest experience of online communities was deep in the AOL or scrolling through the newsgroups back in the 1980s. When the web came along it raised the scope of what was possible and made everything easy for the viewer, but only in the last few years did the commercial models behind community publishing emerge. Suddenly it’s no longer just the review sites like eBay, the friendship communities like Habbo Hotel, or the virtual worlds of online gamers. Every brand wants to create their own online community and from Dove to Mini, Charles Swab to STA Travel, the scaffolding is going up and armies of community builders have been deployed.

Continue reading "Social networks? You ain’t seen nothing yet" »

Pete Clifton

Sunday, 21 May 2006

Head of News Interactive, BBC.co.uk

May 2006

Pete Clifton heads the largest online news operation in the world. BBC News Interactive enjoys the support of a worldwide network of correspondents and the incredible BBC editorial machine. Already the site tops 4 million unique viewers a day, but now they are changing their publishing model to embrace convergence and user generated content. With the BBC's behaviour able to influence the UK online media market, all eyes are on London's White City to see how the new services perform.

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Antoine Clement

Saturday, 20 May 2006

General Manager for Digital Media, Elle.fr

May 2006

For sixty years Elle's magazines have been media icons. With a new enthusiasm they're embracing the web, and they're taking on board the new models of publishing. With 39 editions and 20 websites, Clement's brands have come a long way from a single media proposition. But only continued innovation will let them succeed in an increasingly challenging online market.

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Joi Ito

Friday, 19 May 2006

The veteran business columnist's remarks echo those in a recent post from VC and entrepreneur Joi Ito:

"I personally think that people are trying to build Bubble 2.0 on top of Web 2.0. Instead of becoming a platform for the future of the Web, it's possible that Web 2.0 is becoming the platform for the short-term future of greedy people. However, I do think that it is important to understand that the recent success and surge in innovation on the Web is due to a semi-new set of principles. Part of the principles are a return to fundamental principles. The innovation on the Web and the Internet is driven by what David Weinberger has called "Small Pieces Loosely Joined" - a network created by small groups working together around open standards. It is and was a community of people and projects trying to connect to each other."

Vince Broady

Friday, 19 May 2006

Founder, GameSpot.com

May 2006

Vince Broady is a legend in the world of online game playing. He set up the GameSpot.com network ten years ago that unites computer games fans worldwide. We caught up with him in London at the launch of their UK site and discovered how the early adopters in the online games industry are setting a blueprint for much wider digital publishing and marketing.

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Europe: online advertising’s B2B tipping point

Saturday, 06 May 2006

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue | This article was published in Business to Business magazine
The big switch to bringing online advertising into the mainstream media mix continues across Europe. Business to business marketers are falling over themselves in the race to buy search engine keywords, and increasingly venturing into banners, microsites, affiliate marketing and retail deals.
Our latest market tracking study – which collates online adspend from 14 countries – confirms that total online advertising spend comfortably broke €4.5bn in 2005. Consistently steep growth is being seen in almost every market. With the figures for advertising spend the most reliable of all the key performance indicators in the digital networked economy, they’re an excellent indicator of shifts across all of the less well tracked digital channels: email, website building, online customer service. The world of marketing is changing; and the web remains at the very forefront of how marketing is evolving.

Continue reading "Europe: online advertising’s B2B tipping point" »

Jim Sterne

Thursday, 20 April 2006

CEO Target Marketing

April 2006

Jim Sterne has been exploring online marketing for more than a decade. His new-found passion for web optimization has seen him dubbed "the godfather of web analytics". Now he's on a crusade for effective web marketing that delves into the heart of the firm itself. Analytics unlock the full benefits from all existing website investment, yet many businesses are only scratching the surface, and most are yet to start.

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Christopher Wagner

Monday, 20 March 2006

CEO 24/7 RealMedia

March 2006

Christopher Wagner, CEO of 24/7 Real Media Europe, talks about the keys
industry needs to use to unlock the next wave of client investment. Since
taking the helm of their European operations in 2001, he has been pushing
hard to help clients discover what these new technologies can deliver for
their business, and also to ensure industry can deliver on its promise of
targeting.

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Web 2.0 – The Platform Web

Friday, 03 March 2006

Insight & Analysis | by Danny Meadows-Klue
Every web publisher suddenly wants to be Web 2.0. Many are still to understand its meaning and implications. Only a few have the resources and the structures to let them try. This is about the web as platform.
Coined in 2004, it grew from trying to describe the common strands that the successful ‘post crash’ websites shared. It articulated the difference between mp3.com and Napster, Britannica Online and Wikipedia, personal websites and blogging. It is the anatomy that made each of them a success. It places the user in control and at the core of the service, it is a framework that harnesses the community’s collective intelligence, it thrives through an architecture of participation, and builds value around a kernel of data. Tim O’Reilly, writing in late 2005, is conscious of the need this demands to change the way websites are built, “ending software release cycles… treating users as co-developers… adopting lightweight programming models… and placing software above the level of a single device”.

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IDM Graduation Speech

Thursday, 02 March 2006
idm%20danny.jpgSpeeches & Keynotes | Danny Meadows-Klue is invited to give the graduation speech to the inaugural graduates on the Diploma of Digital Marketing
Danny is the co-founder of many of the IAB trade associations, CEO of the European Federation of IABs, chair of the Institute of Direct Marketing's Education Council and its digital examinations board. Hi is a fellow of the RSA and the IDM and has been lecturing on communications in the Digital Networked Society since 1997. Video transcripts are available. Marketers interested in learning more about the diploma should contact him directly.

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Europe's online ad market crosses €4bn

Tuesday, 28 February 2006
intelligence1.jpgData & Intelligence | by Danny Meadows-Klue
Online advertising crosses €4bn Online's market share breaks 5% in three countries New data collated from IAB teams and partners in 14 countries Online advertising touches €4bn Online advertising's rapid growth continues across Europe. In the 14 countries where data from national IAB teams was available, the total recorded or estimated spend for 2005 collectively was €4.02bn.

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The internet's golden age is not only now, but it's permanent

Friday, 24 February 2006

Digital Events | by Danny Meadows-Klue
The Economist debate, Royal Society of Arts
With the web moving into a new era, and many of its early evangelists concerned about commercialisation, The Economist brought together a panel under the Royal Society's 'Population' programme to debate whether the Golden Age of the Internet was now over.

Against the motion were Digital's Danny Meadows-Klue and Karen Thompson, Chief Executive of AOL.

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Life Fellowship of the Institute of Direct Marketing

Thursday, 23 February 2006
danny%20speech.jpgSpeeches & Keynotes | by Danny Meadows-Klue
Retrospectively, Danny's speech has been written up following requests from journalists. As it was unplanned, materials were not available in advance. On receiving the award he thanked Tony Coad, Derek Holder, Sir Keith Mills, and the members and fellows of the Institute: "Ten years ago I sneaked into my first IDM event, and something odd happened. Remember, in the early days of the dotcom world we had to 'sneak' because we never had budget. Well, chances are, I was probably sneaking in on the back of a place for one of the suppliers, but what I heard was as exciting as it was confusing. The language was all about measurability and accountability; a language that mirrored the day-to-day tools of the Digital industry I'd entered a while before. It was clear from the outset that the future of direct and digital would be intertwined.

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Richard Duvall

Monday, 20 February 2006

Founder & CEO Zopa.com

February 2006

In the mid nineties, a small group of people transformed the face of British banking. Led by Richard Duvall they created a new brand, a new image and a new attitude. The new bank was Egg - the first mainstream online bank of the digital networked economy. Richard is still in finance and still online, but this time creating a lending exchange. Zopa - the 'eBay for money' - is ripping up the banking rulebook and could mark the start of a new era in personal finance.

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Baking great cookies

Wednesday, 15 February 2006

Comment & Opinion | by Danny Meadows-Klue | Article published in Nominet News
Cookies are the tools that give websites a sense of memory, allowing them to recognize one user from another. They've swung back into the headlines, enjoying an unwelcome spotlight in the privacy debate. Yet why such a big deal? And why such confusion about their role? Cookies should taste great; for the webmaster, the user and all third parties involved. Value should be clear and their use transparent. Whether it's the ability to unlock access details, controlling the frequency of an online advert (that's probably enabling the viewer to access a site for free), or simply helping the website count its audience, this is all routine in the world of the cookie.

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Online leaps, but education is key

Sunday, 12 February 2006

Comment & Opinion | by Danny Meadows-Klue | Article published in Media & Marketing Europe

The leap in online advertising, both in pan-European and national campaigns, reflects how powerful clients have found the web. Since 2000, the internet has established itself not only as a mainstream media channel, but one of the key channels for many demographics. Simple standards - like the IAB's 'Universal Advertising Package' - let clients run the same creative across thousands of sites, and pan-European media like Yahoo! and 24/7RealMedia brought together audience numbers on a scale to rival television.

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Dominic Lyle

Friday, 20 January 2006

Director General of the European Association of Communications Agencies (EACA)

January 2006

Dominic Lyle has a unique view of the European landscape. The European Association of Communications Agencies represents agency associations across the continent, and in every market the role of the web is rising dramatically. In a time of such rapid change, Lyle argues that the industry needs to look to the long term to maintain the right framework for growth.

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Craig Newmark

Tuesday, 20 December 2005

Founder CraigsList.org

December 2005


Craig Newmark set up his list of local web listings in San Francisco in 1995. Run from the his garage on shoestring budgets, CraigsList is the story of a dotcom success that has spawned offshoots in 175 cities across 35 countries, and audience traffic that matches Amazon. It's left regional newspaper executives reeling, and forced many analysts to question the future of local press.

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Setting the strategy for European online marketers

Monday, 12 December 2005

article%2022.jpgIndustry Issues | by Danny Meadows-Klue
Leaders from across the European interactive marketing industry came together in London today (December 12th) for the Strategy Council of IAB Europe to map out the next phase in the acceleration of interactive advertising adoption throughout Europe. With 14 IABs around Europe and IABs in North America and many other markets there is a powerful worldwide network to drive growth. Opening the conference, Danny Meadows-Klue, IAB Europe’s president reminded the industry of the vision that brought together pan-European companies at the start of the year.
The foundation of IAB Europe is the drive to accelerate the growth of European e-commerce, interactive advertising and online marketing. Strategy Council is the engine behind developing the agenda for IAB Europe and through its work, the support for the national IABs.

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Interactive; rising role in media mix

Friday, 24 June 2005

Speeches & Keynotes | by Danny Meadows-Klue | IAA Advertising Summit in London
With the marketing industry in the midst of a rapid period of upheaval, several major challenges are facing the traditional channels. Interactive media have already risen to achieve a core position in the marketing mix, but their growth shows no sign of levelling off. With more than half the UK online and the internet now eclipsing radio to become the second most used media channel the growth will continue across the next decade.

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Los anos en internet pasan increiblemente rapido

Tuesday, 03 May 2005

Speeches & Keynotes | by Danny Meadows-Klue | Keynote at the fifth anniversary of MSN’s portal in Mexico
Cinco anos es mucho tiempo en la era de internet, y gracias MSN por invitarme a este importante evento. Los anos en internet pasan increiblemente rapido. Me entienden, un ano para nosotros serian siete para un negocio “normal”. Lo que me hace el uno de los viejos mas jovenes que hay!
Internet es el medio que ha impactado al mundo en el uso de los medios desde que se invento la television. La WWW es muy joven aun, apenas mas de 10 anos. Fue inventada por un cientifico ingles traumado por fallar en su proyecto de “libreria” para encontrar lo que necesitaba. Fue por accidente.

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UK online ad spend sets new records, pips radio and crosses the $1bn mark

Thursday, 28 April 2005

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue
In 2004 online ad spend enjoyed 60% year-on-year growth and the market closed at £653.3m. Market share peaks at 4.3% in second half of the year and online overtook radio ad spend. It will surpass outdoor and transport in 2006 and may leap further if search engine advertising is fully disclosed. Online advertising’s transformation into a mainstream media channel was confirmed this month as new figures showed its growth had overtaken radio to be hot on the heals of the outdoor industry. “Online has come of age”, explains Richard Eyre, Chairman of the UK’s IAB. ”It is a maturing mainstream medium and consumer confidence in the web is at an all-time high”. Eyre is clear that the growth is driven by clients looking to support all parts of the marketing process.

Continue reading "UK online ad spend sets new records, pips radio and crosses the $1bn mark" »

Online: Time for Travel marketers to take a fresh look

Thursday, 14 April 2005

Insight & Analysis | by Danny Meadows-Klue | Conference report from the CIMTG interactive media seminar sponsored by MCS
In the travel industry online has been centre stage in some companies for more than five years, but with the growth of online marketing accelerating even faster, the truth is that most brands continue to miss out on the potential the medium has to offer. Whether it’s about the awareness of a new travel product or generating immediate leads and brochure requests, online media comfortably straddles both the brand marketing and direct marketing challenges of the industry. It can support a television campaign or reach audiences who are disengaging from traditional media, it can build on the messages you are sending your customers through other channels, or target audiences during the working day. The versatility of the web is now living up to its promise to support any part of the marketing mix.

Continue reading "Online: Time for Travel marketers to take a fresh look" »

TV interactivity is switching on

Wednesday, 06 April 2005

Speeches & Keynotes | by Danny Meadows-Klue | Speech at Marketing Director’s Summit
Voting in reality shows, picture-in-picture TV, taking part in the quiz shows at home, choosing the camera angles in sport, going behind the scenes at Spooks or finding out more about that news story you’re following; interactive TV means something different for all of us. It may have taken five years longer to arrive than most commentators thought, but with the red button is now in the home and it’s changing the television landscape for good. However, like the internet in the early nineties this is still only the start. Yes, the stats may look impressive - 4.1m people accessed additional television programming material from during the last Wimbledon programming and 20m people have access to interactive TV ads – but this is only a hint of what is to come.

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Online ads bring quick results

Sunday, 20 March 2005

Insight & Analysis | by Danny Meadows-Klue | Article was published in the Institute of Directors Annual Business Handbook
If the last time you thought about online was six months ago then it’s time to take a fresh look. This is a medium that does anything other than stand still and the reason it remains the fastest growing marketing channel is the power of its results. Every firm has a website these days, but web advertising is proving to be the key tool for connecting customers to that site or even persuading them to pick up the phone. The web has become the new way we research purchases and by failing to appreciate this, firms miss out to their competitors.

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An introduction to getting to grips with online planning

Thursday, 03 March 2005

Training & Strategy | by Danny Meadows-Klue | A write-up of the IAB media planning seminar
Digital marketing is giving planners a range of new routes for customer communications. While the technology may be new, the planning processes remain the same and the secret of great online planning still hinges on customer insight. Online may have begun as a niche vehicle, delivering tight target groups who were drawn in by the specific content of niche websites, but today it is clearly a mass market tool. As the audiences have grown, online has emerged as a new mass market vehicle alongside television, press and other traditional media. And its unique structure allows it to do this while still retaining the niche capabilities of its origins.
Effective online planning begins with the same approach to customer insight and segmentation that you would expect in an offline campaign. Increasingly the online and offline elements of a campaign are being woven into the planning cycle from the start, allowing a greater synergy to emerge and more value to be enjoyed by the client. By understanding the value of communications through the different channels, strategic planners have begun adjusting the media mix, up-weighting the role of online as it proves to be more cost effective.

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Danish awards put internet in spotlight

Thursday, 20 January 2005

Digital Events | by Danny Meadows-Klue
With news that online advertising is accelerating in the Danish market, crowds of more than four hundred braved Copenhagen’s winter weather to cram into the Internet Awards to discover those that had had been most successful in Denmark.
There is much to celebrate in Denmark. Research published this month confirms the market is already worth more than €50m, and the theme is very much that of online playing its role within the fabric of integrated marketing. As seen in the UK, online recruitment is the largest segment of the online advertising market. Analysts expect the market to be worth even more since, as yet, the official industry figures include neither search nor the majority of classifieds.

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That was the year that was

Monday, 17 January 2005

Comment & Opinion | by Danny Meadows-Klue
Looking back on 2004, Danny Meadows-Klue reflects on some of the defining moments of the past twelve months.
Internet advertising went mainstream. With online adspend catching up with radio, the industry breaking the half billion mark for the first time, search engines leapfrogging cinema advertising to become one and a half times its size by June, the web broke every record going. It’s not just that ad spend is 76% up year-on-year, what is key is that all the underlying trends mean this growth simply cannot stop. More than 23 million of us are online every month in the UK and the rapid rise in broadband connections (more than 5000 daily) pushed those faster connections over the 50% mark this autumn.

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IAB Regional Forum report: Online - the interactive ingredient

Monday, 17 January 2005

Speeches & Keynotes | by Danny Meadows-Klue | Leeds
With more small and medium size firms using online marketing than ever before, Danny Meadows-Klue reports from the IAB Regional Forum in Leeds that brought together speakers from across the country to share the latest in best practice and some of the freshest thinking in how to use interactive to build sales and build brands.

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Online advertising: Recovery in Investment

Thursday, 06 January 2005

Insight & Analysis | by Danny Meadows-Klue | Article was published in Marketing Week
Another myth shattered in the new media industry. Having spent much of 2001 talking ourselves into stagnation and watching the wider marketing economy hit tough times, the truth about online’s fortunes has emerged: online advertising bucked the trend. Authoritative tracking research just released by PricewaterhouseCoopers, the IAB and the Advertising Association showed that while the total advertising market fell 3.1% year-on-year, online increased by more than 7%. Indeed the internet proved to be one of few bright spots in the 2001 media landscape: television advertising dropped 10.8 percent, radio fell 9.2 percent and outdoor advertising fell 2.8 percent.
Smart marketers should be encouraged by this. Online is a critical brand building medium offering some of the most imaginative and powerful brand engagements ever created. Yet while branding media traditionally suffer in times of recession, this evidence reveals how it was actually the broad based marketing campaigns of traditional brands that drove growth, replacing the customer acquisition marketing of young dot coms.

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Getting our product portfolio right

Monday, 06 December 2004

Training & Strategy | by Danny Meadows-Klue | Article was published in Revolution magazine
Whilst at the helm of the IAB, Danny led the development of standards and best practice and in this article explains why the new standard package of ad shapes is a watershed for web marketers.
As a new media channel goes mainstream it’s critical it gets the product portfolio right. While web audiences may have soared, simplifying our ad products remained a real challenge. The very innovation that drove online in the late nineties had created such exceptional diversity in ad shapes that planning any broad reach campaign meant constantly resizing copy and tuning fileweights. Too many barriers for too new a medium.

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Online Audiences: BMRB’s annual IAB keynote address to the IAB

Friday, 12 November 2004

Insight & Analysis | by Danny Meadows-Klue, writing as IAB chief executive
Online audiences have undergone a staggering growth since the internet crawled out of it’s technical ghetto in the early nineties to become the mainstream media channel it is today. For nine years BMRB have been tracking online use, from those early days through the home use boom in 1998 to the ubiquitous access we have today.

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Digital Gets Direct

Monday, 06 September 2004

Insight & Analysis | by Danny Meadows-Klue | Article was published in Marketing Direct
With direct marketers embracing the web as a new customer acquisition tool, spend on search engine advertising has topped the whole cinema industry for the first time. IDM lecturer Danny Meadows-Klue explains why.
The media mix has changed for good. Although it’s only ten years since the web crept into our homes and email first ventured into the office, the pace has been rapid, changing the marketing landscape and unleashing a host of new communication channels. We have all had to grapple with the jargon, learn the new tools and accept change is on the way, but today, with online clearly placed as mainstream media, as direct marketers we need to embrace the multi-channel reality head-on.

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Search marketing gets direct

Monday, 23 August 2004

Insight & Analysis | by Danny Meadows-Klue | Article was published in Precision Marketing
Search marketing has become the new ‘must have’ tool for customer acquisition. In four years it’s moved from the research lab to become larger than the cinema ad industry. The media mix really has changed for good. Yet the direct marketing industry has fractured into two. There are those who realize that more than half the homes in the UK are now wired, and that the web is now as standard in the office as the fax, and then there is another segment yet to wake up to the power of what online can do.
The latest tracking survey of online ad spend revealed not only that the web had leapt 80% year-on-year to become two thirds the size of the radio market, but that by Christmas the search engines were almost the size of the whole British cinema ad industry. This year they are over-taking it.

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Getting the media mix right

Tuesday, 17 August 2004

Insight & Analysis | by Danny Meadows-Klue | This article first appeared in Revolution
The latest US research can help British marketers get better results for the same budget, by simply up-weighting online’s role in the media mix. One of the greatest challenges facing brand marketers today is getting the media mix right. Understanding the precise mix of ad formats across different media, in terms of frequency, reach and budget allocation, has become highly scientific in the last few years. And British marketers are learning a great deal from their US colleagues, where the IAB has already supported more than ten major research projects. ‘Same budget, better results’ is the consistent message coming from these client-funded studies that reveal online is consistently under-rated and should be 10%-20% of the media mix.

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Customer acquisition: Search engines shake up direct marketing

Thursday, 12 August 2004

Insight & Analysis | by Danny Meadows-Klue | This article was originally published in Precision Marketing
Search marketing has become the new ‘must have’ tool for customer acquisition. In four years it’s moved from the research lab to become larger than the cinema ad industry. The media mix really has changed for good.
Yet the direct marketing industry has fractured into two. There are those who realise that more than half the homes in the UK are now wired, and that the web is now as standard in the office as the fax, and then there is another segment yet to wake up to the power of what online can do.

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An introduction to usability and metrics

Friday, 30 July 2004

Insight & Analysis | by Danny Meadows-Klue, writing as IAB chief executive
The science of website usability is both under-rated and under exploited, yet by following its principles web publishers can radically change the performance of their business.
Usability is a discipline that fuses psychology and computing to explore how consumers interact with computers. Usability, or Human Consumer Interaction (HCI) as its practitioners call it, is a discipline that has been applied extensively in many areas of design, however only in the last few years have internet media and marketing specialists realized the potential it has for their businesses. Minor changes in the design of web pages and online marketing tools can have a huge impact on company performance.

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Online advertising spend: 80% up year-on-year

Friday, 23 July 2004

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue, writing as IAB Chief Executive
Web advertising confirmed it’s place as the fastest growing marketing channel with the publication of the industry’s tracking research by the IAB and PricewaterhouseCoopers. Online has risen to take 2.5% of UK advertising, making it about two thirds the size of the radio industry. The popularity of the search advertising formats have propelled them to almost match the size of the UK cinema advertising industry and with quarterly growth averaging 15%, online is on track for the industry’s stated goal of overtaking the radio industry’s share of marketers’ spend by January 2007.


Introduction to motoring marketing online: Motoring marketers’ accelerate with online

Thursday, 17 June 2004

Insight & Analysis | by Danny Meadows-Klue | This article first appeared in Revolution: August 2004
Interactive has become critical in motoring marketing. It’s yet another example of an industry realising that online is where its customers have moved to. As the web becomes a core ingredient in the media mix for all motoring marketers, we’ve put together this magazine to highlight the best in best practice and showcases what the market leaders are doing. Whether it’s trade or consumer sales, new or used vehicles, accessories or services, any campaign missing online is missing a critical route to its customers. And these days a great website is only the starting point.

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Search marketing gets direct

Tuesday, 15 June 2004

Insight & Analysis | by Danny Meadows-Klue | Article was published in Financial Times
The direct marketing industry is heading for a shake-up. Behind the headlines of Google’s venture onto NASDAQ is an industry that has gone from a standing start four years ago to one that will top the size of cinema ad market in the UK this year. It’s doubling year-on-year, and shows no sign of slowing down as everyone, from the smallest entrepreneur to the largest global brand, wakes up to the power of search engine advertising; their new customer acquisition tool.
But scratch a little deeper and it’s clear that while some marketers get it, putting upwards of 25% of their direct marketing budgets into these keywords and feeds, the majority are yet to realize what it’s all about. Direct marketing has reached a crossroads, and only a few are finding the right path. Simply repeating last year’s direct mailing completely misses the way customers now want to engage. A new media mix has emerged, with online alongside direct response press advertising and mail as a new key tool in the box.

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Direct marketing: crossroads

Monday, 17 May 2004

Insight & Analysis | by Danny Meadows-Klue | This article first appeared in The Financial Times
The direct marketing industry is at a crossroads. For companies and individuals alike, what happens during the next few years will decide the future. Behind the headlines of Google’s venture on to NASDAQ is an online search industry that has gone from a standing start four years ago to one that will top the cinema ad market in the UK this year. It’s doubling year-on-year, and shows no sign of slowing down as everyone, from the smallest entrepreneur to the largest global brand, wakes up to the power of search engine advertising: their new customer acquisition tool.

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Understanding: lifting the lid of online sales houses

Thursday, 13 May 2004

Insight & Analysis | by Danny Meadows-Klue
Explaining the different types of companies in the industry.
The diversity of online media and the variety of advertising options available have created a landscape within which several types of sales networks have evolved. Their products and services differ but include one or any combination of the four key principles.

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Ten years on: web is mainstream

Sunday, 09 May 2004

Insight & Analysis | by Danny Meadows-Klue | Article was published in Media & Marketing Europe
Web advertising is celebrating its tenth anniversary and it’s breath-taking to see how far this industry has come in such a short space of time. Given that the early years were little more than a research experiment, the real business has all emerged since 2000.
Across every European market, spend is rising and in most it is constantly setting new records. IAB Europe’s vice president, Bruce Hoang, has been tracking this sine 1999: “On average online has crossed 2% of total advertising spend, but in the technically most developed markets like Scandinavia it is closer to 5%. In Eastern Europe it’s rising even faster now”. Dig deeper and you’ll find there are two types of advertisers; those who believe an online presence starts and ends with their website and ignore online advertising, and those who explore the range of online tools to build a digital media mix that supports their whole marketing strategy. Yes, some are still to realise this is where their customers have gone.

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Revolution in our lifetime

Saturday, 01 May 2004

Insight & Analysis | by Danny Meadows-Klue | Article was published in ADMAP journal
Ten years ago there were no websites; no web addresses surrounding us, no 24hr online shopping, no sporting highlights on broadband, no free email, no chat, no search. ‘Online’ meant nothing, ‘URL’ meaningless and an @ symbol on a business card was ridiculed as a typo.

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How Context Influences Online Ad Effectiveness

Friday, 16 April 2004

Insight & Analysis | by Danny Meadows-Klue
New research from the IAB’s partner AOP suggests that when it comes to online ‘context is king’. The research was commissioned to find out if quality branded websites attract a different audience than the rest of the internet and whether that audience reacts differently to advertising.

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Search engine ads open web to all

Tuesday, 06 April 2004

Insight & Analysis | by Danny Meadows-Klue | Article was published in Internet World Magazine
A flight shop on London’s Edgeware Road isn’t the first place you’d look for cutting-edge uses of the net in marketing. Yet some of the smartest online marketing around comes from the smallest of businesses, firms who discovered that advertising on search engines connects them to their customers at the very moment their interest is greatest. It’s a unique form of direct marketing and while the traditional direct marketing industry continues to pour hundreds of millions into junk mail we never read, savvy small businesses have switched to the web.
With more than half the UK wired, we’ll turn to our browsers as the first place to go when we buy cars, homes, travel products, music, DVDs… in fact it’s hard to imagine anything that can’t be researched online. And search engines are our starting point.

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Online makes recruitment easy

Thursday, 18 March 2004

Insight & Analysis | by Danny Meadows-Klue
Online has caused a revolution in the recruitment industry as job seekers switch online to find out about posts and recruiters respond with rich websites and powerful partnerships with media owners to syndicate their data effectively. This report highlights case studies from some of the leading media owners and helps recruiters understand more. Presentations and background research is available from the team.
Digital newspaper marketers gathered in The Netherlands to map out how their industry is changing as online rises in importance within the classified sector. Under the umbrella of the International Newspaper Marketing Association (INMA.org) senior executives shared case studies and best practice from across the breadth of consumer and business markets. All of these are available from the INMA, a partner trade association of Digital. This conference report presents a few of the highlights.

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The web: 10-15% of campaign spend

Friday, 05 March 2004

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue, writing as IAB chief executive
Following waves of IAB international studies, researchers are concluding that the optimal role of online in multi channel brand campaigns is between 10 and 15% of total spend.
IAB UK has released a training kit of research that joins together key studies including Colgate, Dove, Kleenex and McDonalds.These groundbreaking studies are available as individual case studies as well as in combined papers.

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The Forrester View

Friday, 13 February 2004

Insight & Analysis | by Danny Meadows-Klue
Leading analyst Rebecca Jennings unveils her vision of how the internet market is changing in the annual IAB “Forrester View” seminar. IAB Europe has developed a strategic partnership with Forrester Research to develop accurate forecasting models for online advertising.
The UK has 27m adults online and is the largest internet economy in Europe in terms of advertising spend and ecommerce transactions. Forrester Research predict continued strong growth in the UK internet economy, fuelled by increasing time spent online, the mass market adoption of broadband and the continued growth of confidence as online advertising becomes more widely accepted across the marketing industry. Among those with access the internet is now the second most dominant media channel in terms of hours per week, now eclipsing radio and many times greater than newspapers or magazines

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29m Brits now online

Friday, 06 February 2004

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue
The latest data from Nielsen NetRatings reveals continued growth of internet audiences and more time being spent online. This article is drawn from presentations and discussion at an IAB Digital Marketing Seminar in February 2004.
With internet access growing every month it is no surprise that more and more marketers are turning to online media to extend the reach of their marketing campaigns and talk to groups that seem to be ever tougher to track down through traditional media channels. But within the overall growth in audiences there are key trends: in this article we learn from Nielsen NetRatings some of the ways that online demographics are changing and how the rise of the broadband user is giving marketers even more reason to switch online. The collective reach of the internet now matches the reach of any traditional media channel. With planning and buying easier than ever before the web really can deliver audiences that complement campaigns going across traditional channels.

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Internet audiences and ad markets

Thursday, 15 January 2004

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue | Article was published in Internet World Magazine
The internet has changed the shape of media consumption across Europe; forever. It has finally become the much talked of mass-market entertainment tool that sits alongside the television, and the communication platform that sits alongside the phone. Already, of the time we each spend with media, we chose to spend 12% of it with the net. Initially at the expense of television and newspapers, our media diets are being restructured; and all this before the real impact of broadband is even felt.
And there’s no stopping us; the more experienced users we become, the more time we spend. 5000 Brits get connected daily in the UK for the first time; what we are seeing now is just the beginning of a new landscape in the media world.

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Why have smart marketers shifted online?

Tuesday, 13 January 2004

Insight & Analysis | by Danny Meadows-Klue
If the last time you thought about online was six month’s ago then its time to take a fresh look. This is a medium that does anything other than stand still and the reason it remains the fastest growing marketing channel is the power of its results. Whether their campaigns are to build brands or generate direct response, more and more marketers are turning to online, upweighting the role of online in their media mix and using a range of tools to create the right digital media mix for their campaign objectives.
With the majority of Brits connected and the amount of time they each spend online constantly growing, the internet has already become their third most used media channel. Among many demographics it has leapt even further to become the must-have tool they cannot be without and a staple part of their lifestyle from entertainment and shopping to keeping up with the news and talking with their friends. Media consumption patterns have changed radically and smart marketers are following their audiences.

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Digital: the interactive ingredient

Sunday, 23 November 2003

Speeches & Keynotes | by Danny Meadows-Klue
As online advertising grows to match the size of the radio industry, a new media channel has clearly come of age. At the first IAB/IDM Digital Marketing Forum, Danny Meadows-Klue reports on the key drivers behind the new marketing landscape.

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Online: the interactive ingredient

Wednesday, 17 September 2003

Insight & Analysis | by Danny Meadows-Klue
The internet is unique as a marketing medium: simultaneously a marketing channel and, for many, a channel to market. It can help the smallest business to gain distribution and promotion of their web-based brochure through paid-for search listings, as well as help the largest multinational brand raise purchase intent through powerful graphical brand advertising. Viral marketing, banners, pop-ups, email, text, skyscrapers and search listings are just among the dozens of formats companies turn to when they go online.

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Moving audience measurement forward

Wednesday, 17 September 2003

Insight & Analysis | by Danny Meadows-Klue | This article first appeared in the British marketing press
The internet industry has to do in 5 years what other media channels may have taken 30, 40 or 50 years to achieve. That’s the challenge the IAB wrestles with daily, but this industry is in fine form for the task. Although online media spend may be up 20% year-on-year (double any other marketing channel) and more advertisers may indeed come onboard every month, the industry can grow even faster if we can overcome a few strategic barriers we hear about from our clients.
Confusion over audience measurement principles and a lack of understanding outside the new media community are issues we all need to address. While several companies have succeeded in building powerful measurement tools, many clients and media planners are still uncomfortable with the unfamiliar jargon and the level of analysis online produces. They may be familiar with the simple approximations of reach and frequency in traditional media but talking the same language is now key to gaining their confidence and the accelerating the internet’s commercial growth.

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Online: Where every OTS guarantees an advertising view

Friday, 01 August 2003

Insight & Analysis | by Danny Meadows-Klue | Article was published in Media Week
In an online campaign the ads that are run are downloaded onto a viewer’s screen the instant the viewer clicks for a new page. They see them straight away – often even before the editorial has appeared. There are no newspaper sections left unopened, no billboards passed by, no commercial breaks they left the room for, no direct mail they never opened. Online every OTS really is an ‘S’. That’s why we call them advertising views.
Online is indeed different. Very different. And being different is not always a good thing. It may intrinsically be more accountable, but its language is often unfamiliar and its landscape evolved so fast in the early days that many found it hard to keep up. In spite of this online media spend is still up 20% year-on-year, has eclipsed cinema and is taking more than 15% of the media budgets of enlightened advertisers, however, the key to accelerating the growth further is talking in our customer’s language.

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Online’s market share in 2003

Tuesday, 17 June 2003

intelligence1.jpgData & Intelligence | by Danny Meadows-Klue | This article first appeared in M&M Europe

Online’s market share can be anything up to 5% of total advertising spend depending on the phase of development the national market has reached. To really understand the market the key metrics to examine are the total web ad spend, market share and the size of the web audience. An analysis from Forrester Research reveals that the Western European average market share has already grown to 1.3% with use of the web averaging 56% among national populations. Initial reports from IABs across Europe confirm that every one of these key indices is rising in every country and often at exceptionally fast rates as confidence in the internet industry bounces back. For example new data from IAB Italy suggests their market could now be closer to €120m.

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Yahoo Europe lead online creative crusade

Wednesday, 21 May 2003

Digital Events | by Danny Meadows-Klue
Internet advertising creativity championed by Yahoo with major international conference
Yahoo! brought together leaders from across the creative community for a conference hosted by the UK’s Campaign magazine to champion the very best in online creativity. The Digital Art Works event was the first event of its type and set a tone for the industry’s work to champion the very best in online advertising.

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Wired marketers gain the edge

Monday, 13 January 2003

Insight & Analysis | by Danny Meadows-Klue
With internet audiences growing at a fast pace in every European country it may come as no surprise to learn that online advertising is growing faster than any other marketing channel. However, as the size of the online ad market eclipses that of cinema, what has become clear is that this is just the beginning.

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IAB Europe – growing the online market

Friday, 20 September 2002

Industry Issues | by Danny Meadows-Klue
Europe’s online advertising and commercial industries set up IAB Europe to accelerate the growth of this market. IAB Europe restructured in 2001 to allow it to help the industry grow faster through the development of powerful standards and authoritative research. Today the IAB is a network of national organisations across Europe that operates five extensive programmes of activity: Research, Marketing, Standards, Public affairs and Training. IAB members can email the IAB Secretariat team for a copy of the seminar slideshow that explains the strategy.
IAB Europe is the central structure that supports and facilitates the network of national IABs across Europe. As part of this it oversees the development of authoritative research into advertising effectiveness of digital platforms as well as researching key issues in the wider online advertising industry. The Standards programme, running since 1998, includes a range of standards that allow for easy media planning and use across Europe as well as providing Standards and Best Practice support to the national IABs.

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The political road leads to Orwell

Monday, 17 June 2002

Comment & Opinion | by Danny Meadows-Klue | Article was published in the Guardian
My life is in bits. Bits of data scattered across websites, mobile phone records, ISPs, credit card companies and email services. Whatever I do these days seems to leave a vast data trail. Shopping at Amazon, sending an email or text, reading the news on the web or that daily delve into a search engine - data mushrooms around me. Its a by-product of the electronic lives we are all living and to be frank its generally pretty banal stuff: the time I logged on, email trivia, a shopping list, world cup scores, music downloads.
But it’s my banal stuff and I like it that way. Hardly the stuff of spy novels. I get to choose who I share it with and if I have an issue with privacy then data protection laws give me more than enough muscle to fight back.

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Getting to grips with online measurement

Monday, 10 June 2002

Training & Strategy | by Danny Meadows-Klue
Interactive media give marketers unique control over their advertising. Unlike television, press, radio or outdoor, online media can tell you exactly how many people saw each advert in your campaign, when they saw it and what they were doing at the time. In fact that’s just the tip of the iceberg. A whole science of web analytics has developed and smart marketers constantly redesign their websites and their online marketing from the feedback they get from data mining these systems.

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Five golden rules make online ads easy

Thursday, 06 June 2002

Training & Strategy | by Danny Meadows-Klue | The article was published in the Trade Press
People regularly ask me ‘what makes great online advertising?’, and they’re often amazed when I say, ‘pretty much the same ingredients as great offline advertising!’. A clear proposition, powerful creative, smart media planning all play their part but how do we really know this? While the rules for offline advertising seem etched into the mind of every marketer, the online industry is always subject to demands for concrete proof.
So that’s exactly what we’ve done. Working with the research teams at Dynamic Logic, using dozens of campaigns, many more websites and tens of thousands of interviewees, we set out to define some key rules based on what was proven to work in the field. Investigating branding power is now easy and companies like Dynamic Logic have proven research mechanisms that can be plugged straight into any campaign to test key objectives like awareness, purchase intent and brand attributes. Smart marketers regularly test their campaigns prior to launch – a great example of internet technology improving the way marketing works.

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Interactive milestones in Greece: IAB Greece launches first internet advertising forum

Sunday, 17 March 2002

Digital Events | by Danny Meadows-Klue, writing as IAB Europe President
IAB Hellas held its first Internet Advertising Forum this month at the three day Marketing Expo conference, drawing together two hundred marketers and technologists to discuss the future of Internet marketing. With case studies from leading online retailers, e-government projects and the travel industry, delegates shared their visions of the power of this new medium and how the industry would grow.

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Online advertising: Smarter Statistics

Monday, 21 January 2002

Industry Issues | by Danny Meadows-Klue
Unlike newspaper readership, television audiences or radio listenership, the audience for an online advertisement is carefully scheduled to the precise number of times it will be seen leaving marketers in no doubt about the audience of their campaign. Driven by powerful databases this scheduling has evolved into the most sophisticated form of targeting available to marketers. The challenge is knowing what to count and where to count it. This paper summarises a few key ways for improving advertising data reporting in the search for perfect accuracy.

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Jerry Yang

Wednesday, 28 March 2001

CEO and Chief Yahoo!

March 2001

yang.jpg

Founder of Yahoo! Jerry Yang is explosively upbeat from the moment you meet him. The enthusiasm that started on a tiny scale at Stamford still shines through, and though Yahoo! is morphing into a new animal, broader than search and mail, it’s transition to a media brand is one that he has been a champion of. “We’re approaching 500m people on the internet now and the future that we use to talk about is here. What’s strange is that its happened so quietly,” he muses, no doubt nursing the wounds of investor confidence collapse in the previous few years.

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Getting the most from online

Saturday, 13 January 2001

Training & Strategy | by Danny Meadows-Klue
Internet advertising continues to grow faster than any other medium in history, trebling in size between 1999 and 2000 to take over 1% of total ad spend in the UK (£154m per year) having overtaken the cinema industry in the Autumn of 2000. The industry only begun in 1994 with the creation of the first advertising banner and it took until the late nineties for it to become a mainstream marketing tool.

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