Creative impact of online media

Digital Insight reports and summaries

Best practice email marketing

Tips and techniques for using email to drive sales

Digital Training Academy eBooklet - March 2009

Best practice email marketing: Tips and techniques for using email to drive sales

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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Measuring online marketing effectively

Improving the accountability of digital channels

Digital Insight Report - March 2009

Measuring online marketing effectively: Improving the accountability of digital channels

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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Getting online video right

Best practice in video advertising for the web

Digital Insight Report - May 2008

Getting online video right: Best practice in video advertising for the web

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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Digital case study library

We're looking for the best in digital marketing

Digital Insight Report - March 2008

Digital case study library: We're looking for the best in digital marketing

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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Getting to grips with online media planning

Hints and tips for planners new to digital marketing

Digital Insight Report - February 2008

Getting to grips with online media planning: Hints and tips for planners new to digital marketing

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 blog is for life and not just for Christmas

Weaving blogs effectively into digital marketing

Digital Insight Report - January 2007

A blog is for life and not just for Christmas: Weaving blogs effectively into digital marketing

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 effective viral and buzz campaigns

Spreading the word

Digital Insight Report - November 2007

Spreading the word: Building effective viral and buzz campaigns

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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Blended and connected marketing

Why harnessing Web 2.0 techniques demands changing your classic marketing

Digital Insight Report - October 2007

Blended and connected marketing: Why harnessing Web 2.0 techniques demands changing your classic marketing

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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Marketing through social media

Harnessing online social networks effectively

Digital Insight Report - November 2007

Marketing through social media: Harnessing online social networks effectively

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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Marketing in the Web 2.0 world

Challenges and opportunities for brands

Digital Insight Report - September 2007

Marketing in the Web 2.0 world: Challenges and opportunities for brands

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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Social media, portals, ad trends and patterns

European online marketing trends

Digital Insight Report - July 2007

Social media, portals, ad trends and patterns: European online marketing trends

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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Join the party: Getting a handle on online communities

Getting a handle on online communities

Digital Insight Report - April 2007

Join the party: Getting a handle on online communities

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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Ten simple steps for getting on the right track

Web marketing for smaller firms

Digital Insight Report - February 2007

Web marketing for smaller firms: Ten simple steps for getting on the right track

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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Bright ideas for blue sky thinkers

Digital marketing innovations

Digital Insight Report - May 2006

Bright ideas for blue sky thinkers: Digital marketing innovations

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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