Downloads @ Digital

PPA UK conference: Digital marketing audits

Thu, 29 Apr 2010 16:31:40 +0000

29/4/10
Publishers – both print and digital – readily misread the landscape in terms of what their clients and agencies need. At the annual UK conference, Danny Meadows-Klue led the debate with leadership teams from Bauer, Jane’s and Haymarket to show which strategies work and why. To request a copy of the key findings of the Digital Marketing Audit Research for publishers, email TheTeam@DigitalStrategyConsulting.com

Essential digital marketing strategies for 2010

Sat, 20 Mar 2010 16:37:56 +0000

31/03/10
Brands are wasting much of their digital marketing budgets by failing to apply the right digital strategy and creating buzz rather than sales. This international keynote highlights what’s working and what’s not in the digital marketing strategies of leading brands. Digital marketing audits tracked the effectiveness of campaigns, highlighting the weakspots and showing marketing managers how to improve internet advertising effectiveness. To request a copy of the key findings of the Digital Marketing Audit Research for brand teams, email TheTeam@DigitalStrategyConsulting.com

Using the web to build next generation customer profiles

Fri, 05 Mar 2010 11:09:48 +0000

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

Innovation and disruption in data and directory publishing: Shaping business models in data discovery

Thu, 22 Oct 2009 14:55:07 +0000

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

4th December 2008 - Digital Marketing Futures

Mon, 02 Jun 2008 09:48:02 +0000

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)

Further support:
If you have questions then email us and we will connect you to our tutors, consultants and strategists.

Approaching regulatory challenges online

Sun, 01 Jun 2008 09:34:23 +0000

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

Download Report

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.