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It’s about digital training, insights and leadership

Revolution

June 2008

By Danny Meadows-Klue

In most countries there’s a 3-5 year lag between where audiences place their attention and where marketers place budgets. That’s the pattern I’ve tracked since the mid 90s across Europe, Asia and the Americas. Brands everywhere still struggle deeply with how to harness digital channels. At over 16% of adspend, the web in the UK may have the highest share of media budgets worldwide, but the behaviour of any two firms within the same sector varies radically. One may have little more than a brochure-ware site, while its competitor could be generating buzz on Facebook, leads from Google, impacts through in-game ads, engagement on its content platform and intimacy through relationship marketing. Of the 30 or so factors that shape online advertising uptake in a country, the digital skills crisis is key - but inside each firm, training needs to tackle the cultural frameworks, silos and structures to let digital marketing release its real potential.

Search Engine Marketing – Getting Your Brand Found

Marketing manager's yearbook

29 April 2008

As UK online ad spend crosses 15% of total media spend and leaps 38% year-on-year, Danny Meadows-Klue reflects on why half this investment goes to search engines, and explores some of the critical elements that brands should take to get themselves effectively listed.

The secrets of successful corporate blogging

Insight Magazine, Redwood Publishing

February 2008

Copy available on request

Helping pharmaceutical brands unlock the power of the web

Danny Meadows-Klue in conversation with Pharmaceutical Marketing magazine about the power and potential of digital channels in helping pharma brands reach their target customer.

Readers could post their questions in our online marketing classroom

Continue reading "Helping pharmaceutical brands unlock the power of the web" »

Web 2.0: Marketing to the Facebook generation

Journal of Digital, Direct and Data Marketing

January 2008

A white paper by Danny Meadows-Klue

Copy available on request

Falling in Love 2.0: Relationship marketing for the Facebook generation

Until now the relationship between brands and consumers has been one way. The rules of marketing had to change, and the web has proved a catalyst in bringing the changes forward and amplifying their scale. The removal of frictions in the spread of information has created a radically different landscape for marketers to work within and this is a key element in understanding how the first generation of internet marketing works. The sudden emergence of the Web 2.0 marketing techniques demand additional approaches, and while most marketers are still wrestling with the first generation, savvy brands are exploring the landscape that social media and social networks create for marketers. These techniques are allowing much deeper drivers in social change to be unleashed, with a profound impact on planning customer connections. The new generation of relationship marketing responds to the additional challenges of digital media literacy, and in the right hands can trigger a rebuild of the entire marketing mix. Relationship marketing for the Facebook generation demands both thinking and acting differently.

PDF Download the article from Journal of Direct, Data and Digital Marketing Practice (2008)

Marketing to the digital healthcare community

October 2007

How the impact of digital networking on healthcare marketing is leaving some marketers and their brands behind...

Seven years ago, I found myself rummaging around under desks in a stark concrete basement at the end of a neglected corridor, under the teaching hospital in Addis Ababa. We were laying Ethernet cables next to the pathology lab to 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 telecom pipes,

Download the article...

Digital in Croatia

Thursday, 01 March 2007

Zagreb - Read Danny Meadows-Klue's interview in Marketing.Up magazine.

Trends in online advertising

Danny Meadows-Klue in interview for FutureAd, Croatia

Feb 19th 2007

What are the predominant trends in online advertising?
Online marketing is now mainstream, From the smallest one-man business to the largest corporate, digital marketing tools are now a core part of the mix. That's a big leap in just a few years, and while the percentages may vary radically between firms, the reality is that every business is changing; refocusing its marketing to embrace digital channels deeply.

Continue reading "Trends in online advertising" »

Web 2.0 is not an internet bubble

10/01/07 Warsaw

In an interview for Internet Standard (Polish equivalent of Industry Standard) Danny Meadows-Klue discusses the current challenges for marketers naming the seven deadly sins which are most often committed while going digital. Reflecting on new trends he explains that Web 2.0 is not a new Internet bubble despite the fact it is incredibly popular and commonly misused by many firms. Danny summarizes: "Web 2.0 is one of the main rules for digital publishing, businesses based on Web 2.0 are run in a completely different way".

The interview is available here in Polish: Web 2.0 to nie bańka internetowa

IDG technology magazine (Brazil)

08/01/07

The biggest challenge for magazine groups is the business model. It's not about having a great online magazine; that was the goal back in the mid nineties, but the game's changed. Business magazines live in a place where buyers and sellers come together, they aggregate a niche audience by providing great editorial and make them reachable to advertisers. They're a product of live before the digital networked society, and in the long term the magazine model simply doesn't stack up online. Business publishers need to reinvent their model online and re-earn their place in the value chain. It's a tall order, and let's be frank: many will not make the transition. Danny Meadows-Klue is the CEO of the Digital Training Academy, a business strategy group that trains media companies for the new digital environments.

New York Times

15/11/06

Comments from Danny Meadows-Klue, in interview with the New York Times on how the UK came to leap ahead of the US in the percentage of ad spend that goes into online.

The UK crossed its tipping point over three years ago. Remember that the UK ad industry has always been brave and experimental, and you need to see the leap to online in that context. I was running the IAB in the UK back then, and massive marketing efforts from the trade associations, combined with rapid product development from the global online media groups, and an explosion of broadband use, together created a climate where the desire for experimentation could be turned into action.

Continue reading "New York Times" »

Revolution

Comments today on the issues of training

04/09/06

“Reskilling Britain’s marketers is no small task. Every firm needs to be embracing digital sales and marketing channels, and this scale of change brings with it some vast training needs. While smart firms have been investing in training for a long time, many HR managers simply don’t have the budgets they need because their firms haven’t yet acknowledged the importance of training in their sudden stepchange to embrace digital channels. Every chief marketing officer needs their firms support to make this happen.” Danny Meadows-Klue

Search ads: Spreading the word

By Eric Pfanner International Herald Tribune

03/09/06

When Google and eBay announced an international advertising partnership last week, they did more than just bring together two of the most powerful players on the Internet. The deal also underlined the growing primacy of search-based advertising, a business that Google pioneered, over more "traditional" kinds of online ads like banners or pop-ups.

Search ads: Spreading the word - Full story

Where are all the digital marketers?

Marketing

12/08/2006

Following the creation by Digital of a series of our academies for the IAB’s Progress initiative, this article by Ben Carter outlined some of the reasons why the skills gap is so great. Full text available on www.BrandRepublic.com

Publicitários de olho na web

IDG technology magazine (Brazil)

07/07/06

Danny Meadows-Klue conta porque os profissionais de marketing são atraídos pela internet.

Por que os profissionais responsáveis pelo marketing de grandes marcas no Brasil estão prontos para seguir o estilo dos seus colegas da Europa e América do Norte? Eles estão mudando o estilo de operação para online e aproveitando a rápida arrancada do sucesso.

http://idgnow.uol.com.br/internet/web_marketing/idgcoluna.2006-07-07.2441816346