Online advertising techniques

Digital Insight reports and summaries

Unlocking the power of search

How any business can get discovered in search engines

Digital Insight Report - July 2009

Unlocking the power of search: How any business can get discovered in search engines

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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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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Sorting the digital rocks from the digital flops

Understanding what works in digital

Digital Insight Report - March 2009

Sorting the digital rocks from the digital flops: Understanding what works in digital

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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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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The devil is in the detail

And the detail is in the data

Digital Insight Report - February 2009

The devil is in the detail: And the detail is in the data

“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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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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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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Approaching regulatory challenges online

Digital media and advertising policy

Digital Insight Report - April 2007

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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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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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Finding your customers in the crowd

Trends in online advertising targeting

Digital Insight Report - September 2006

Finding your customers in the crowd: Trends in online advertising targeting

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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The search juggernaut continues

Our market update: search engine advertising

Digital Insight Report - August 2006

The search juggernaut continues: Our market update - search engine advertising

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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Search strategies for publishers

Key questions facing website publishers

Digital Insight Report - May 2006

Search strategies for publishers: Key questions facing website publishers

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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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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Digital Europe: Tracking the growth of online marketing spend

Tracking the growth of online marketing spend

Digital Insight Report - February 2006, edition 6

Digital Europe: Tracking the growth of online marketing spend

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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Financial services’ online customer acquisition

Banking and insurance marketers’ switch to web

Digital Insight Report - February 2006

Financial services’ online customer acquisition: Banking and insurance marketers’ switch to web

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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Web marketing for smaller firms

Ten simple steps for getting on the right track

Digital Insight Report - January 2006

 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 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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Web brand names

A checklist of key points for marketers launching digital brands

Digital Insight Report - September 2001

Web brand names: A checklist of key points for marketers launching digital brands

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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