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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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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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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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.

Download: Social media marketing best practice

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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.

Download: Internet use in India

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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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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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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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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.

Download: Challenges, trends and solutions for web newspapers

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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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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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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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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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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.

Download: Building a powerful online media property

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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.

Download: Market evaluation for UK online advertising

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