You can download summary notes of a few of our talks from this page. More than 40,000 people have attended training and talks by Danny Meadows-Klue in over 20 countries, and he continues to deliver dozens of keynote speeches every year. Alongside the handouts and training packs for participants, a few of the summary notes are now made available for you on the web. If you are a Clients or Academy Graduate you can access extensive materials in your Digital Classroom or Digital Workspace (
email our team for your access codes and URL if you need them).
Trends in digital marketing, opportunities and risks in data | Keynote lecture
These are the references from a strategy discussion with data and direct marketers at the annual congress in the Direct Marketing Association in the UK. The DMA asked us to examine five areas and conclude with practical tips for the questions marketing directors should ask themselves and their teams to ensure digital marketing is being maximized and data protection risks minimized.
- How to use split-run testing to rebuild websites and web marketing
- Decoding online behaviour to create next generation customer data profiles
- How to select that next best offer
- Essential strategies for today’s tough markets
- How to build smarter learning throughout your organisation
The Digital Strategy Consulting group has been a reader and supporter of the ICO’s work in the drafting of the new guidelines on personal information. Our team have worked as government policy advisors on data protection for the UK and European government, chaired the ad industry’s online behavioural advertising taskforces for many years and chaired the internet advertising industries standards group across Europe for 5 years and in the UK for 10 years. While we spend much of our time coaching marketing teams from leading brands about how to unlock the impact of digital marketing, we remain concerned that many organizations do not protect their customers’ data in the appropriate ways, creating risks for their brands and their teams.
Marketing optimisation workshops are available from the Digital Strategy team in the UK, Europe and North America.
To talk more about these ideas, developing products like this, changing your business, or coaching your management teams contact Digital's Chief Executive Danny Meadows-Klue -
Danny@DigitalStrategyConsulting.com
Continue reading "Using the web to build next generation customer profiles" »
Digital trends in marketing and publishing | Keynote lecture
These are the references from our strategy discussion with data publishers at the annual congress in the Data Publishing Association. To talk more about these ideas, developing products like this, changing your business, or coaching your management teams contact Digital's Chief Executive Danny Meadows-Klue -
Danny@DigitalStrategyConsulting.com
Download case studies and watch the videos
Continue reading "Innovation and disruption in data and directory publishing: Shaping business models in data discovery" »
Strategic themes in the changing digital advertising landscape
Digital Marketing Trends Academy
As society undergoes this transformation, what matters to marketers, and why? Engagement is replacing interruption, consumers are playing a role in the creation of the marketing message, and the shift in focus from one media channel to another is well under way. Marketing techniques are changing and at a speed much faster than most firms can accommodate. Digital Strategy’s team have been coaching brand managers on digital marketing strategy since 2000, and in this session we explore our take on the key trends impacting in the medium term.
Download lecture notes:
Download the report (right-click and select save/download)
Related downloads and links to support this lecture:
• Market evaluation for UK online advertising
• US: Digital advertising market commentary - Market growth and evolution
• The story of an iPhone, a blender and some funky branding
• Exercise: Dove - new models for advertising
• BMW films: When brands become media
• Sprite Viral Ad
• 1953: The first TV commercial - Gibbs SR toothpaste
• The weakest online advertising?
Further support:
If you have questions then email us and we will connect you to our tutors, consultants and strategists.
Continue reading "4th December 2008 - Digital Marketing Futures" »
Digital Insight Report - April 2007
The regulation of online media can be challenging because of the pace of change in the sector, the evolving models of communications, and the new jargon and processes to get to grips with. With most existing legal frameworks automatically extended to the internet, there is no shortage of regulation, but the internet's unique challenges of geography and identity can add an all pervasive layer of complexity. Add the further stark reality that in this sector the consumer has not only incredible control of the minutiae of their media consumption, but also hitherto unseen transparency and comparability in the price and service offerings of advertisers, and it's clear the landscape and expectations of stakeholders - consumers, advertisers, agencies, media owners and governments - is radically different.
Prepared for EASA April 2007
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Past, present and future: 5 steps in getting optimisation right
Optimisers are the unsung heroes of digital marketing. On their shoulders rests all the potential of targeting, accountability and media efficiency the web promises. It's a theme I started exploring back in the late 90s when it became clear that the guys who were close to the data for media groups knew more about how to increase advertiser success and satisfaction than just about anyone else. With the right analytics comes the right data, and with the right data come the insights to optimise; with these come the delivery of the promise of accountability and precision in digital marketing. And that was the theme of this talk. I explored the time-line of the cutting edge of web advertising optimisation through its first decade - from 1998 to 2008. This session explores how the battleground has shifted from simple media efficiency issues (managing the frequency and day-parting of banners and skyscrapers), to the more complex and richer models of behavioural targeting, and what lies ahead in the consumer centric advertising landscape of the digital networked society. To help firms quickly see the shape of the challenge, we included a simple five step plan for how our team approach working through the optimisation process, helping forms get the right capability and insights in place. Questions about this web analytics paper should go to
Danny@DigitalStrategyConsulting.com
Continue reading and download the keynote report
The rules of the marketing game have changed. Relationship marketing in the Digital Networked Society demands reaching the Facebook generation the way they want.
As radically new structures emerge, marketers need to rethink the way they devise and deliver communications. Cultural evolution, catalysed by technology and typified by the web, has empowered media-savvy consumers with the tools to filter and select in a way never before possible. Customer expectations are huge and brands are failing to make the grade. Trust has switched from institutions to friends, and the barriers to the flow of information have melted away so fast that compelling ideas spread across societies with an immediacy firms cannot cope with. Thanks to blogs and social media, the smallest of customers can suddenly have the loudest of voices. Society will never go back; marketers need to learn how to go forward.
Download the ten guiding principles to social media marketing from Danny Meadows-Klue
Discuss and comment in the Digital Web 2.0 Academy
View the viral advertising case studies: Dove Onslaught, Coke: Grand Theft Auto & Sprite
The 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. Cultural evolution, catalysed by technology and typified by the web, has empowered media-savvy consumers with the tools to filter and select in a way never before possible. Customer expectations are huge and brands are failing. Trust has switched from institutions to friends, and the barriers to the flow of information have melted. The smallest of customers can have the loudest of voices. Society will never go back.
Download the report
Getting online news media to earn real revenues is a tougher challenge than many newspaper directors expect. Web advertising spend may now be larger than newspaper advertising in many countries, but that doesn’t mean newspapers can expect a big share. The search engines, portals and sales networks continue to dominate the sector, and as the next wave of revenue pours into social media like Facebook, newspaper sites need to fight to earn their share.
Continue reading "Integrating online advertising into web editorial: models and strategies" »
This conference keynote speech, first given in 2004, focuses on one of the fundamental differences between marketing and communication in the digital networked economy, and the way marketing has worked in classic media. Since the late nineties, Danny Meadows-Klue has focussed on the permanence of content in digital spaces and the consequences. While much of the chat and email communication can be transient, much more of digital media remains permanent and archived in ways often not thought about by authors or participants. The implications for marketers are that the models of campaigns are replaced by models of layering in their communications; layers that build over time.
Copies available to clients on request: Danny@DigitalStrategyConsulting.com
19th March 2008, London
Download a few of the key takeouts from the latest Analytics Academy. These lecture notes accompany the full course materials delivered to participants at our workshops called “The devil is in the detail (and the detail is in the data)”. Part of our three day Web Analytics series, these sessions from the Digital Analytics Academy explore some of the strategic issues facing brands and media websites. Post your questions in the online classroom and contact Digital’s team directly to talk more about executive coaching or team workshops in website analytics.
Download handouts that summarise key points from this Digital Analytics Academy | Online Classroom for analytics: Discuss the ideas from the full workshop, and add comments | Ask us about training your team in analytics or digital marketing | Contact Danny Meadows-Klue with your digital marketing questions
06th March 2008, London
Danny retraces the start of marketing through broadcast media and likens it to the development of web marketing and the challenges the internet industry has faced. He outlines some personal predictions for 2008 as the year when video advertising really gets going online, 2009 as the year when the stepchange in internet access brought about by the iPhone really starts to deliver a mobile advertising platform (maps, Google and beyond), and 2010 as when virtual worlds complete the migration from the gaming and early adopter communities to take a more central role in web marketing. From those longer term trends he narrows the focus to the immediate impacts we’ll be seeing over the next 18 months.
Download handouts that summarise key points from this Digital Marketing Academy | Online Classroom for general digital marketing: Discuss the ideas from the full workshop, and add comments | Ask us about training your team in digital marketing | Contact Danny Meadows-Klue with your digital marketing questions
05th March 2008, Berlin
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 handouts that summarise key points from this Digital Strategy Academy | Online Classroom for general digital marketing: Discuss the ideas from the full workshop, and add comments | See our research summary about the skills crisis | Ask us about measuring the skills of your team, management coaching, or in-company training in digital marketing | Contact Danny Meadows-Klue with your digital marketing questions
Continue reading "Solving the digital publishing skills crisis with training" »
Introducing a simple framework for best practice in online advertising and media planning. We use this model to explain the relationship between online advertising, traffic and sales. The advertising process in digital channels mirrors what marketers know from classic channels, and by unpacking the advertising effect into a funnel that describes the steps from ad attention, through advertising persuasion to sales results, marketers can better see the role advertising and the web plays in generating increased business.
Continue reading "Lesson: Digital’s Web Advertising Conversion Funnel" »
Keynote lecture
TFM&A Technology for marketing and advertising 2008
Keynote lecture summary notes for participants
The 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. Cultural evolution, catalysed by technology and typified by the web, has empowered media-savvy consumers with the tools to filter and select in a way never before possible. Customer expectations are huge and brands are failing. Trust has switched from institutions to friends, and the barriers to the flow of information have melted. The smallest of customers can have the loudest of voices. Society will never go back.
Continue reading "Falling in Love 2.0: Relationship marketing for the Facebook Generation" »
Standards Task Forces
Here’s an example of an industry initiative Danny Meadows-Klue led to create best practices for working in the digital markets. From 1999 to 2007 he has chaired the Standards & Best Practice Taskforces for IAB Europe. These notes are to accompany a seminar he gave in November 2006 for leaders of the ad operations sector from agencies and media owners.
Harnessing the power of online marketing relies on having the right framework in place for what’s being described, traded and counted. The IAB has been providing the global forum for these debates since 1996 and as chair of the Standards Taskforce, my challenge is to funnel that debate into something that the entire industry can use. For the European markets 25 standards have been defined and implemented by the agencies, media owners, technologists and national IAB teams who come together to make this possible. More than 140 companies are part of the group, and through the network of national IABs more than 3000 firms have the opportunity to have a voice.
Themes and issues
Social networking is a rapidly evolving publishing model. Although its origins trace back to the early years of the internet way before the web made it a mass medium, the techniques, models and recipe for success continue to unfold. Permission models are emerging as critical for control, national differences are becoming stronger, and the barriers between the virtual and real worlds are melting away. In this seminar we review some of the key issues publishers and brands need to take on board to successfully harness social networking.
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Visions from Microsoft
The emergence of the digital networked society is creating radically new social and economic structures. The sudden arrival of these new spaces and places can be hugely taxing for both individuals and organisations. While the future may not be perfectly clear, there are enough strands and truths emerging in different pockets across the digital networked space, that we can confidently predict many aspects of how people will behave.
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Thought Leaders
The continued explosive growth of search is changing the landscape the marketing industry works within. The dramatic shift of customer acquisition marketing budgets into search is gives a hint of what will emerge over the next few years as search is syndicated across all platforms and into all devices. With video and image search just getting started, and mapping tools fusing the virtual and physical worlds together for the first time, the search juggernaut is speeding up rather than closing in on the point where the market matures.
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Learning the features and benefits of online
The features of online advertising are much broader than those of other media because online can combine the very best marketing approaches and formats from print, TV, outdoor and sales promotion. At Digital we think of online as being the 'sum of all other media', and while that's great news for the experienced digital marketer, for newcomers to the industry it can be quite confusing: what can online do? For media sales teams this workshop helps relate the advertising products you have to the business benefits your client is ultimately buying.
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Strategy: Online advertising trends in 2008
What are the developments and trends within the online advertising sector over the next eighteen months? Massive growth continues, market share leaps over other media, video formats come of age, the results of the acquisition frenzy make the industry mature, media planning and buying becomes much more complex and the supply explodes thanks to social media. Drawn from an edition of the Digital Publishing Strategy Academy designed for online newspapers, this handout is one of 30 supporting our executive coaching for online media groups. Download the lecture notes, click through the slides, and share your opinions here in the online classroom.
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