In times of huge economic and technical change, knowledge becomes a critical success factor. We created the Digital Insight Reports to bring you insights from a particular part of this fast changing industry. (Clients wanting archive access should email their account manager for details)

Public report categories

A dozen practical tips for boosting ROI by putting the web to work in marketing healthcare and pharmaceuticals

Digital Insight Report - August 2009

Pharmaceutical brands were slow to web marketing. The cautious behaviour of the sector, combined with uncertainty of regulation, held pharmaceuticals back while marketers in finance, professional services, manufacturing and business services raced ahead online. In this tactical roadmap for pharmaceutical brands Danny Meadows-Klue highlights key steps every brand should evaluate for boosting the effectiveness of their communications planning. For the experienced digital marketer this will be a useful checklist, for those new to the web it could revolutionise the communications mix - and for finance directors it could be the key to saving 20% of the marketing budget without any drop in results.

Download: A dozen practical tips for boosting ROI by putting the web to work in marketing healthcare and pharmaceuticals

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How any business can get discovered in search engines

Digital Insight Report - July 2009

Customers use search engines to find your business. Failing to pay attention to search means failing to get noticed just when people are most interested in your site and service. These hints and tips about the best practice in search engine marketing are designed to help businesses of all sizes get discovered and get new customers at a low cost. Search engines have simultaneously revolutionised customer acquisition and boosted customer knowledge of alternatives available. Use this practical advice about search engine marketing to improve your click-through rates, boost search engine ranking in natural listings and get your site working harder for you.

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Implications for local newspapers and radio

Digital Insight Report - April 2009

Internet marketing has triggered a restructuring of the advertising ecosystem. One by one each sector of brands have discovered how their marketing budgets could work more efficiently online and switched significant portions to their websites, email and online media. The local advertising sector took longer to be affected, but as these changes have taken place, the media substitution is clear. Under the dual pressures of agile classified pureplay business models and the Google effect, the profitability of local newspapers has collapsed. Local radio shares the additional challenge of online music, competing for audiences. Only local outdoor media seems protected. As the notion of local advertising fundamentally changes, innovation continues. Local businesses have a greater choice of marketing media and tools than ever before. This report examines some of the trends and themes relevant in the local advertising market.

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Social media marketing best practice

Digital Insight Report - June 2009

Blogs, online communities, social media and then social networks: they have permanently changed online marketing. In this new landscape brands are in a constant dialogue with customers who increasingly play critical roles in advocacy and recommendation. The brand is only one guest among millions and the challenge for marketers is that while the rewards may be great, the risks are greater. The Ten Golden Rules were extracted from analysing the successes and failures of hundreds of social media marketing campaigns, looking for DNA that was shared between the successful and absent in those that failed. The clarity of patterns that emerged removes much of the mystery of social media and helps marketing teams quickly identify the specific risks and potential of the opportunities unfolding around them.

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Understanding the scale of change online audiences and digital media in India

Digital Insight Report - May 2009

The massive Indian market is changing fast. Internet access is mainstreaming among professionals and the use of mobile is intensifying. The pace of change continues to be rapid with digital channels constantly growing in volume and strength. More people spend more time online in India every year, and the digital tools and sites they use play an ever-growing role in their lives. Smart marketers keep on top of the scale of change and ensure their marketing strategies and touchpoints mirror where the consumer is spending their time. These notes give a sense of the scale of change we’ve seen so far and implies the scale of what is coming.

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Tips and techniques for using email to drive sales

Digital Training Academy eBooklet - March 2009

Since email emerged as the most cost effective way to maintain rich consumer relationships, marketers have been building databases, segmenting their customers and targeting relevant messages. Now with social media, RSS and mobile providing additional channels, brands need integrated digital strategies that blend these communications together in a way the customer wants. This practical ebooklet accompanies the Digital Training Academy programmes in relationship marketing, email design and customer retention.

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Understanding what works in digital

Digital Insight Report - March 2009

Part of becoming a stronger digital team lies in building up the intuition of team members. We’re all regular users of the internet, and we know what we like about the medium and the sites we visit, and what we find irritating. By reflecting on these areas that ‘rock’ – where digital channels can go far above and beyond the scope of other media – and the negative areas that ‘flop’, executives can build out a stronger understanding of how online media and marketing can work best. This short report lists some of those ‘rocks and flops’ from different aspects of digital channels

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Improving the accountability of digital channels

Digital Insight Report - March 2009

Online marketing should be the most accountable of all media channels, yet consistently it fails to deliver. Web analytics offer precise understand about who visits your websites, where they go and what they do. Online advertising server technology has tracked impressions and clicks for over a decade but now offers insights into the reach of campaigns, while brand effectiveness research can precisely quantify the uplift brands enjoy from web campaigns. Email software tracks open rates and response rates, and when integrated together these techniques show you how to improve the effectiveness of your digital marketing at every consumer touchpoint.

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Challenges, trends & solutions for web newspapers

Digital Insight Report - April 2009

The global recession accelerated structural change in the readership and advertising markets newspapers serve, creating a perfect storm that threatens the very survival of most newspapers – both on and offline. As the ad revenue shortfalls bite and online newspapers fail to get the same audience growth as internet pureplays, newspaper leadership teams are faced with tough choices. Many fail to monetize those audiences effectively, lacking the models and skills to raise advertising yields and additional revenue streams. It’s tempting to cut digital publishing rather than see it as core to future revenue platforms, however the decisions media firms take during the next 18 months will have disproportionate implications on the future of their brands. For some those futures will be painfully short: many newspapers will not survive the recession and its aftermath. After 15 years in the online publishing sector, Digital’s team share examples of their strategic insights and practical experience with publishing leadership teams. This Digital Insight Report accompanies in-company strategy programmes for media groups eager to navigate the storm and chart a safe course for blended on and offline publishing.

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And the detail is in the data

Digital Insight Report - February 2009

“The Internet is brilliant – you can measure everything”. How many times did you hear this phrase in the early days of digital marketing? A few years on, does the promise measure up to reality, or does this sound more familiar: “we’re drowning in numbers, but lacking in meaningful analysis” and “we’ve got half a dozen different versions of the truth?” The Internet offers fantastic new possibilities to marketers and a new set of tools to learn how to use. To make the most of the opportunities, marketers have to really understand the detail of what’s going on. Why? Because the combination of lots of small incremental improvements can make a big difference.

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Understanding web publishing profitability

Digital Insight Report - January 2009

Web publishing continues to evolve. The advertising model is changing and the content models have broadened from simple text to full video, and from single publisher generated content to engaging social media anyone can take part in. Changing advertising rates, rising content costs, the battle for traffic acquisition: these are part of the daily challenges for online publishers. In this Digital Insight Report we explore the costs of online publishing, the role of video content and social media, and the challenges on maintaining a strong business model.

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Netimperative.com Sector Seminar Report

September 2008

This year's report looks at how online publishers and media need to cater for changing consumer expectations and demands. As user generated content and online video become established, how do publishers capitalise on this growing thirst for user generated content?

Despite a gloomy economic outlook in the UK, online has bucked the credit crunch trend suffered by traditional media, and is shaping up to show another year of growth. However, there remains massive scope for growth and major obstacles to overcome.

In this report, you'll find an overview of the online media and publishing landscape as it stands, supported by trends from last year and some future predictions.

You'll also read opinion from key industry members offering advice to help boost readership and ad revenues, before concluding with a selection of recent market data from leading research companies to help you plan ahead.

Download: Netimperative.com Sector Seminar Report

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Best practice in video advertising for the web

Digital Insight Report - May 2008

Video advertising is changing the way online marketing works. We’ve crossed a threshold in the development of internet marketing and getting video commercials to work well on the web is becoming a core element in integrated marketing. Online video advertising delivers powerful emotional messages that build brands and unlock the power of television. But how do you select the right technologies, harness the formats effectively and develop the right balance and model for where multimedia and video advertising fit around video and IPTV content? In this report we explore some of the key challenges and offer practical hints and tips for getting video right.

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Product development strategies

Digital Insight Report - May 2008

These notes share with you our approach in product development, and the way that thinking about customer needs can help websites think more broadly about their content, community and toolkits. They reflect key elements media brands would want to consider in developing a consumer facing online service, and also underscore the challenges in getting the formula for product development right. In the web environment, consumers can have many needs met without relying upon classic media brands, so as publishers and broadcasters complete their migration to multi-channel providers, they need to broaden their proposition and reposition their role.

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Market evaluation for UK online advertising

Digital Insight Report - April 2008

The switch to online advertising has not slowed down in Europe’s largest digital media market. Online ad budgets continued to grow around 40% year-on-year, with the internet overtaking press classifieds for the first time and on course to overtake television in 2009. The sector now accounts for almost 16% of advertising spend and has risen by £2bn in three years. Half of this spend still goes into search engine advertising, but the breadth of brand building formats has broadened, and the arrival of video is triggering a new wave of growth. This Digital Insight Report draws upon data from the census of media owners managed by PricewaterhouseCoopers for the IAB, and provides our commentary on the market, both today and over the next three years.

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Helping web media sites acquire and retain viewers

Digital Insight Report - April 2008

Building a successful online media property means building a sustainable and resilient audience. The dynamics of audience acquisition and engagement on the web are different from those in classic media channels and although they hinge on the delivery of great content that satisfies audience needs, marketers have to work hard to acquire the right audiences at the right price. Add to that the competitive landscape where every other site is only a click away and there are many challenges in getting the model right. In this report we collate smart tactics for getting audiences into and back to the content.

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We're looking for the best in digital marketing

Digital Insight Report - March 2008

To support the Digital Training Academy we look for examples of best practice digital marketing from a wide variety of industry sectors. Any agency, advertiser or media owner can submit a case study for our consideration, and in this report you'll find some of the case studies we're currently using to support training in Europe, Asia and North America. Remember that as a training provider we're not directly endorsing the brands or the teams, but we have been impressed with their work and hope you enjoy them. If you'd like to submit examples of your work then email them into Team@DigitalStrategyConsulting.com and after an initial review we'll be in touch if we feel they can be used to support learning goals.

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Understanding the challenges facing brands

Digital Insight Report - March 2008

The skills crisis in digital publishing is holding back the industry. It forms a barrier to competitiveness and because the capability weakness is common at all levels in organizations, it presents a strategic risk for everything the firm develops in digital channels. This report summarizes common challenges and issues publishing executives describe in the conversion from print or broadcast to web media. From leadership boards to operational sales teams, digital publishing and marketing coaching is critical in unlocking the potential.

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Landmarks in digital development

Digital Insight Report - March 2008

Internet communications have become a routine part of the daily lives of most people in the technically advanced countries of Asia, Western Europe and North America. As part of this, online marketing has already become a mainstream part of the media mix. These facts and landmarks we collated for participants on the Digital Training Academies are a summary of the internet and marketing development Academy lectures and are intended to present a few highlights of the immense changes created through this industry.

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Hints and tips for planners new to digital marketing

Digital Insight Report - February 2008

Online marketing presents a richer choice of media formats, targeting and messaging than any other media channel. Harnessing this potential involves building on the principles of traditional media planning and using new toolkits, and matching the right formats and sites with the right media properties - all in a market that offers a daunting array of options. There are new metrics to track that transform accountability, and new models for trading media space. This Digital Insight Report introduces some of the trends, frameworks and viewpoints that describe online media planning today to help planners new to digital channels get up to speed quickly.

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A dozen digital drivers

Digital Insight Report - January 2008

The rules of the media game have changed. Audiences have migrated and fragmented, and their expectations for entertainment have begun shifting in whole new ways. This is the arrival of television all over again, but suddenly every teenager has their own studio, and through YouTube, their own broadcast network. This Google generation expect every packet of media content to be available in the palms of their hands, and they’ll readily share pirated links with Facebook friends before the show has even launched. With audiences on the move, advertising budgets are finally starting to follow: that’s why – only now – are media groups hurting. Ironically it’s still the early days for digital marketing, yet most newspapers, television and magazine groups remain poorly prepared. The core challenge is their product: shoehorning classic media content into digital channels just doesn’t cut it. But when content, context, consumers and channels all need to change, how do you navigate that landscape? We’ve collated a dozen of our favourite drivers of digital content to help leadership teams consider their strategies.

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Weaving blogs effectively into digital marketing

Digital Insight Report - January 2007

Blogging moved from the margins to the mainstream of digital publishing around 2003, changing the way firms could relate to their customers, and offering the potential to transform the role of corporate communications. By developing their own blogs, or carefully raising discussion and comment on those run by others, brands can extend their footprint and reach wider audiences. It can be an exceptionally powerful, cost-effective and intimate way of developing a message, but comes with real risks and limitations. The digital networked society has given a voice to anyone, and this democratisation of access to discussion creates a new landscape for messaging. It’s a powerful reminder of the new era of communications we all work in, and getting it right demands strategic thinking and a sustainable plan, as well as authenticity and tenacity. This Digital Insight Report explores how and why this is the case, and gets you thinking about how you might be able to harness blogging for your brands.

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Building stronger digital advertising sales teams

Digital Insight Report - December 2007

We set up the Digital Media Sales Academy courses in 2004 and since then they’ve been taught to teams in 20 countries. Trainers have been supporting media sales managers and their teams through online tuition. Here we’ve taken a selection of comments from the conversations in the Digital Classroom to provide teams with additional insights. Any Academy participant can post questions and tutors guarantee to reply. These clips from the classroom highlight just a few of the issues raised, and how working more smartly can help boost the productivity of your team.

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Spreading the word

Digital Insight Report - November 2007

Viral marketing is the concept that describes how marketers aim to construct campaigns that gain their exposure by encouraging one person to pass the message on to the next, creating a potentially exponential growth in the message's visibility. It can be an exceptionally cost-effective way of generating interest and brand awareness, but comes with real limitations and eludes most brands that set out to harness it. The digital networked society has unlocked the power of viral marketing, and with individuals likely to trust each other increasingly more for recommendations, viral and buzz marketing techniques have become a key element in the digital advertiser’s toolbox. However, while every brand now aspires to overnight success with a viral campaign, few succeed, and this Digital Insight Report explores how and why this is the case, looks for the models of success and gets you thinking about how you might be able to harness viral for your brands.

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Market growth and evolution

Digital Insight Report - November 2007

The world’s largest online ad market is still enjoying the largest annual growth in real terms. Spend surged ahead by 25.4%, crossing the $5bn mark in a single quarter. Boosted in particular by massive increases in the supply of media from social networks, and the continued switch of acquisition budgets into search, the wider media sector is hurting as budgets are displaced and advertisers follow their audiences. The big changes are now starting.

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Why harnessing Web 2.0 techniques demands changing your classic marketing

Digital Insight Report - October 2007

It’s time for a change in marketing. We’ve seen periods of change before, but never on the scale now needed. The legacy of the first digital decade includes placing the absolute control of media in the hands of the audience, the removal of frictions in the access to knowledge, the capturing of conversations, a step-change in the scale of media fragmentation, and the arrival of whole new paradigms in communication. The pace remains daunting, and yet any brand failing to adapt, is assured to fail. Many classic marketing channels continue, but a new type of blended, connected marketing is called for. The arrival of social media, online social networks and the Web 2.0 era demands marketers rethink their approach even more.

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Harnessing online social networks effectively

Digital Insight Report - November 2007

The digital networked society creates new models for social interaction. Online communities may have been prospering long before the web, but only in the last few years have they crossed into the mainstream. Social software has unlocked the enthusiasm to self-publish, but while every brand now aspires to owning a community, few will ever succeed.

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Market growth and evolution

Digital Insight Report - October 2007

The world’s largest online ad market is still enjoying the largest annual growth in real terms. Spend surged ahead by 25.4%, crossing the $5bn mark in a single quarter. Boosted in particular by massive increases in the supply of media from social networks, and the continued switch of acquisition budgets into search, the wider media sector is hurting as budgets are displaced and advertisers follow their audiences. The big changes are now starting.

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Market growth and evolution

Digital Insight Report - October 2007

The switch to online continues to accelerate in Europe’s lead digital media market. The internet's share of all advertising swelled to almost 15% in the first half of 2007, with further record-setting leaps in real growth. Boosted in particular by massive increases in the supply of media from social networks, and the continued switch of acquisition budgets into search, the wider media sector is hurting as budgets are displaced and advertisers follow their audiences. The big changes are now starting.

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Challenges and opportunities for brands

Digital Insight Report - September 2007

Online marketing has changed again. The technologies of the ‘Web 2.0’ generation of applications and services have big implications for internet advertising and how internet marketers work. They have triggered a massive wave of participative communities, online social networks, user generated content and social media that have changed the communications landscape.Marketers need to adjust their models and campaigns to use these new tools and to harness the power of online marketing effectively. But to succeed in internet marketing there are challenges in thinking, structure and marketing processes that have to be overcome. What are the challenges? What are the key elements of Web 2.0 that matter most?

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European online marketing trends

Digital Insight Report - July 2007

As online marketing and advertising continues to change, these insight calls are intended to keep you abreast of key issues. We cover an agenda that blends your critical issues with key trends we’re observing. In 2007 key topics are proving to be the development of social media, changes in advertising formats, the new mix of media properties that’s emerging, and the relationship between marketing through classic channels and marketing online.
To succeed in internet media and marketing there are challenges in the thinking, structure and marketing processes businesses have, and the Web 2.0 era only accelerates these.

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Strategies for developing trade bodies and markets

Digital Insight Report - June 2007

The digital economy creates the need for businesses to change the way they work. Internet communications, email, ecommerce and web media have each created huge commercial opportunities, but persuading the market to move is often too big a challenge for individual digital businesses. By acting together through trade bodies the sector can move faster, and can work together to tackle common problems. These notes collate some of the strongest ideas and principles about how you can develop your market.

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Landmarks in digital development

Digital Insight Report - June 2007

Internet communications have become a routine part of the daily lives of most people in the technically advanced countries of Asia, Western Europe and North America. As part of this, online marketing has already become a mainstream part of the media mix. These facts and landmarks we collated for participants on the Digital Training Academies are a summary of the internet and marketing development Academy lectures and are intended to present a few highlights of the immense changes created through this industry.

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Tracking the growth of online advertising spend

Digital Insight Report - April 2007

Central and Eastern Europe's Internet economy grows rapidly, with national online businesses standing shoulder to shoulder with the world's giants. With Internet penetration on the rise and more being spent on online advertising, digital enterprises are set for a new boom - although the pace and scale of these changes vary greatly from country to country. This first edition of the Digital Central and Eastern Europe tracking study draws a picture of the industry today.

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The leap to new channels

Digital Insight Report - April 2007

This report examines key trends and developments in the Spanish internet markets to provide an overview of the issues Spanish publishers need to be tackling in order to maximise the potential of their businesses. We explore how online audience behaviour has changed, and how the new Web 2.0 era of publishing been received in Spain. We look at how online advertising spend has grown, and the key themes emerging as the pace of the Spanish industry quickens. Every country in Europe is at a unique point in the development of its internet advertising and publishing industries, but common themes are emerging that make this market's behaviour increasingly easier to predict.

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Digital media and advertising policy

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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Getting a handle on online communities

Digital Insight Report - April 2007

Online or virtual communities have fast become the must-have component for every website. Media groups are shifting their strategies, and placing people at the heart of communication rather than at the end of it. Many corporate online strategies are centred around online community: from the eBay trading community, to dating in Match.com, to the child-safe world of Habbo Hotel. The boom in online communities is unstoppable as the internet becomes more deepseated in our day-to-day lives. What is an online community? Which communities are working? Who is benefiting from them today? How do they support your marketing strategy?

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Digital Jargon Buster

Digital Insight Report - March 2007

We're on a mission to cut through the jargon. Digital media and marketing has spawned a new breed of jargon; the crashing together of the worlds of media, marketing, IT and telecoms has left us drowning in language most don't understand and even those that do still readily confuse. Our web monkeys have been searching high and low for some clear language that explains what it all really means.

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Web marketing for smaller firms

Digital Insight Report - February 2007

As hundreds of thousands of small British firms start to harness the power of the web to get customers, maintain relationships and sell direct, this simple guide provides a checklist of practical steps many have found useful. Every firm can benefit from online marketing, and as the techniques have matured, they've become simple to use.

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Trends in online advertising targeting

Digital Insight Report - September 2006

The ability to target internet advertising has leapt in waves. Fuelled by powerful advertising management systems, a range of techniques and strategies are now both stable and widely available, offering ever richer ways to segment audiences, differentiating between even very similar customer profiles. Our simple overview explains today's techniques and what's in store for agencies, clients and publishers.

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Our market update: search engine advertising

Digital Insight Report - August 2006

The revolution in direct marketing continues as more firms realise the power of search. Search engines account for half the online advertising industry in some countries and they're changing the nature of customer acquisition marketing forever. Now Central and Eastern Europe are heading towards their tipping points in the growth of search, and with the engines continuing to deliver waves of new products and tools, its clear the growth will not slow down.

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Tracking the growth of online marketing spend

Digital Insight Report - July 2006, edition 8

Online advertising is changing the nature of marketing. This is happening across the world, but here in Western Europe we're seeing some of the trends that will eventually spread worldwide. The eighth edition of the Digital Europe tracking study provides extended analysis, commentary and deeper insights about how this exciting industry is changing. In our latest podcast feature Richard Eve interviews Danny Meadows-Klue about the study and asks where the industry is today and where it is heading.

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Tracking the growth of online marketing spend

Digital Insight Report - June 2006, edition 7

Online advertising is changing the face of marketing across Europe. Since 2000 the web has become established as a mainstream consumer media channel, and across the continent marketing budgets have now followed audiences - although the pace and scale varies greatly between countries. This seventh edition of the Digital Europe tracking study collates fresh research to give a snapshot of where the industry is today.

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Key questions facing website publishers

Digital Insight Report - May 2006

Web publishers need to embrace search engines and devise the right strategy to reach the audiences they attract, while maintaining ownership of the issue around search partnerships and outline the key questions every publisher must face. Failing to act is acting to fail.

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Digital marketing innovations

Digital Insight Report - May 2006

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?

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Online communities challenge publishers and reveal models for the digital networked society

Digital Insight Report - April 2006

The digital networked society creates new models for social interaction. Online communities may have been prospering long before the web, but only in the last few years have they crossed into the mainstream. Social software has unlocked the enthusiasm to self-publish, but while every brand now aspires to owning a community, few will ever succeed.

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Requesting papers and insights from the Digital team

Digital Insight Report - March 2006

At Digital we believe accessing the right knowledge and gaining clear insights are key to making the right decisions about your strategy. The Digital Knowledge Bank lists some of the the more popular reports and research newswires we have. They're designed for the specific challenges facing firms today. Download this index and apply for your copies by emailing the titles to us or sending back a competed Knowledge Bank.

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Tracking the growth of online marketing spend

Digital Insight Report - February 2006, edition 6

Online advertising is changing the face of marketing across Europe. Since 2000 the web has become established as a mainstream consumer media channel, and across the continent marketing budgets have now followed audiences. Today the industry is worth around andeuro;4bn and in several countries accounts for more than 5% or total advertising spend. This Digital Insight Report provides a snapshot of advertising spend and market share across each of the European markets. It is produced in association with IAB Europe.

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Comments and perspectives about acquisition activity in the second dotcom boom

Digital Insight Report - February 2006

The last twelve months witnessed a sudden boom in corporate acquisition and transaction activity across the digital sectors. The emergence of clear models for the digital networked economy has triggered frenzy of transactions, with cumbersome giants paying for their lack of agility. The deal flow will continue for another year and we collate perspectives on recent high profile activity, and invite investors to refocus on the strategic potential of their targets.

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Banking and insurance marketers’ switch to web

Digital Insight Report - February 2006

Financial service marketers have become some of the most sophisticated users of internet marketing. They have harnessed search engines for discovery, used their own sites to showcase products and rebuilt the customer journey. In this report we look at the scale of change in financial services marketing and consider the implications for the future.

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Trends marketers can harness

Digital Insight Report - January 2006

The world has changed radically, and we're still only part of the way on the journey to a society which is both digital and networked. Want to reap the spoils of the second digital decade? Look into the past and gain perspective on present trends driving the digital economy. The truths of how the networked markets behave are starting to become clear. Understand them and accelerate your marketing and your firm.

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Collated articles on press strategies

Digital Insight Report - January 2006

With digital services challenging the fundamentals of the business model underpinning newspapers, there is no release to the pressure press media face. Google, Craigslist and Ebay have changed the process of classified advertising forever. Web media and RSS feeds have changed the nature of news delivery and its pricing. After a decade of anticipation, paid-for subscriptions are yet to take off, and even the specialist press cannot escape.

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Ten simple steps for getting on the right track

Digital Insight Report - January 2006

As hundreds of thousands of small British firms start to harness the power of the web to get customers, maintain relationships and sell direct, this simple guide provides a check-list of practical steps many have found useful. Every firm can benefit from online marketing, and as the techniques have matured, they've become simple to use.

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Tough choices face newspaper executives

Digital Insight Report - December 2005

As recruitment advertising migrates to the web, search engines go head to head with directories and eBay hovers up car listings, it's an anxious time in newspaper boardrooms. Customers - both advertisers and their consumers - are going elsewhere. Classifieds are at a crossroads, and the long established model that made the newspaper industry a cash cow for half a century is entering its twilight years. We examine the threat and lay out the options.

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Challenges and solutions to cookie churn

Digital Insight Report - November 2005

On the tiny cookie text file rests the weight of much of today's web analytics industry. Yet as cookie deletion rates rise the problem of churn has become material. The humble cookie is starting to crumble, and with that the accuracy of much of the data webmasters, publishers, brands and marketers are routinely using. We examine the problem and suggest steps you can take.

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Three year online advertising spend forecast

Digital Insight Report - April 2005

This report tracks the take-off of online advertising since the mid-nineties and forecasts its rise to become one of the dominant media channels for marketers within the next three years. It predicts online will exceed £2bn in 2007 and quickly consolidate a market share comparable to national newspapers. It outlines some of the key drivers and suggests the role of search will become even greater.

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Europe overtakes North America and Asia Pacific

Digital Insight Report - September 2002

As European internet audiences overtake those of North America and Asia Pacific, the centre of gravity for internet companies is moving to Europe. With markets relatively saturated in North America, portals and global online retailers will be shifting their focus for content and customer growth to Western Europe, Scandinavia, and during the next few years, the rapidly accelerating online economies of Central and Eastern Europe. This market summary presents a snapshot of today’s online world and suggests how the markets will change in the near future before China takes over as the country with the largest internet population.

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A checklist of key points for marketers launching digital brands

Digital Insight Report - September 2001

Your domain name is a brand. Choose a name without a strategy behind it and you could be creating a massive new promotional cost for yourself or expose your firm to the risks of brand hi-jacking. By thinking about domain names as part of wider brand strategy, companies can save themselves millions. Rather than creating web addresses that are easy to remember, the dotcom industry is littered with the legacy of thousands of URLs consumers instantly forget. Selecting domain names demands senior stakeholder engagement and in this Digital Insight Report we offer some guidelines on best practice in website domain name strategy.

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Digital Insight Report - June 2001

The rapid growth of wireless telephony and Internet portals should accelerate newspapers to greater digital heights but as Internet newspaper publishing matures, the new challenge is how to turn newspaper content into action tools for readers.

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In times of huge economic and technical change, knowledge becomes a critical success factor. We created the Digital Insight Reports to bring you insights from a particular part of this fast changing industry.

They are independent perspectives on key issues in doing business or marketing in the digital networked economy, and are published monthly. We also publish similar Digital Thought Leadership interviews and Digital Book Club reviews to share the ideas and thinking of some of the people and companies shaping the digital networked world. These often accompany our own talks and training workshops because knowledge and training can unlock the potential of your team.

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Digital Insight Reports are published monthly and summaries are sent to our clients. If you're not yet a client, we may be able to give you free access for a couple of editions. Just tell us a little about yourself and your firm, and why you'd like us to give you our research.

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Chief Analyst: Danny Meadows-Klue

Danny has been a researcher and commentator in the digital networked industries since 1995. He managed the UK's first online newspaper and has helped run web businesses ranging from mass market portals and consumer magazines, to online stores, search and email services. Among his industry roles he is the co-founder and former chairman of the UK and European Internet and Interactive Advertising Bureau, and has been lecturing on digital marketing for more than a decade. He set up Digital Strategy Consulting in 2000 to help firms get the most from the digital networked economy.