Downloads @ Digital

Optimising online advertising

Thu, 22 May 2008 14:24:20 +0000

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

Marketing to the Facebook Generation: ten guiding principles

Mon, 12 May 2008 15:00:00 +0000

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

Digital marketing strategies for the networked society

Wed, 07 May 2008 15:00:00 +0000

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

Integrating online advertising into web editorial: models and strategies

Thu, 27 Mar 2008 12:18:14 +0000

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.

Today will last for ever

Thu, 20 Mar 2008 17:53:43 +0000

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

The devil is in the detail (and the detail is in the data)

Wed, 19 Mar 2008 10:47:59 +0000

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

Journeys in an unfamiliar landscape: long-term and near term-trends

Thu, 06 Mar 2008 15:45:29 +0000

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

Solving the digital publishing skills crisis with training

Wed, 05 Mar 2008 11:36:02 +0000

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

Lesson: Digital’s Web Advertising Conversion Funnel

Mon, 03 Mar 2008 13:18:30 +0000

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.

Falling in Love 2.0: Relationship marketing for the Facebook Generation

Sun, 02 Mar 2008 17:41:11 +0000

Keynote lecture

TFM&A Technology for marketing and advertising 2008 Keynote lecture summary notes for participants

Digital Standards & Best Practice

Tue, 18 Sep 2007 15:16:09 +0000

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.

Download IAB Europe Standards

Digital Social Network Academy

Mon, 30 Jul 2007 17:14:25 +0000

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.

Download File
Request Password

Digital Thought Leaders

Mon, 30 Jul 2007 17:13:53 +0000

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.

Download File
Request Password

Digital's Search Academy

Mon, 30 Jul 2007 17:13:27 +0000

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.

Download File
Request Password

Digital's Media Sales Academy

Mon, 30 Jul 2007 17:11:54 +0000

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.

Download File
Request Password