learning: great bedfellows
The digital marketing landscape is constantly changing and this
innovation report brings you a few examples of some of the tools and
techniques that are delivering results across a wide range of digital
marketing formats. How can you use them to change your marketing?
Which will work in your sector? Which can be applied straight away?
How can you maintain that competitive edge?
Search gets local and delivers powerful mapping with Google.
Doing more with banners: Profero finds three innovative solutions
Corporate blogging starts to take off: Sun, GM and hints on best
In-game advertising: FMCG brands achieve impact with the tuned-out
Avis harnesses music CDs: integrating with the web to build
Personality remains key: LastMinute show you how to build engaging
Pay-per-text: the latest twist on search engine advertising from
Tips for brands
Marketers need to be given the freedom to explore and evaluate all
these new models. They won't all be right for every brand, but a few of them
will fit neatly into the marketing objectives of your business. Harness them
well and they could change the face of the company. Look for innovative creative
agencies and media agencies that are successfully exploring the new tools and
models. Continue to review not only your competitor set brands, but look across
Europe and North America for ideas about how online can help you do more.
Always look for ways to track the effectiveness of the innovations
you are exploring. Look for clear key performance indicators and
find ways to measure any effects of online marketing that may have
been reported in other sales channels. Some of these new digital
marketing techniques may prove so radically more effective than
the traditional routes you have known that they can force firms to
review their entire marketing mix. Use constant 'split run tests'
to measure the effectiveness of each new permutation or
combination you try.
To stay on top, learning is key
The fast pace of innovation in digital marketing will not change
in the next five years. Not only are the audiences expanding and
demand for services rising, but the technology itself is allowing
new types of integration between channels as well as the continued
organic innovation we saw throughout the first digital decade. To
stay on top, brands need to build a learning network of agency
partners, along with specialist knowledge providers to help them
master the latest techniques. Building learning into your
organisation is critical.