Publishing strategies

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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Navigating the perfect storm

Challenges, trends & solutions for web newspapers

Digital Insight Report - April 2009

Navigating the perfect storm: Challenges, trends & solutions for web newspapers

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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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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Setting budgets for websites and publications

Understanding web publishing profitability

Digital Insight Report - January 2009

Setting budgets for websites and publications: Understanding web publishing profitability

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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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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Building a powerful media property: using the digital toolbox fully

Product development strategies

Digital Insight Report - May 2008

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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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Building sustainable online audiences

Helping web media sites acquire and retain viewers

Digital Insight Report - April 2008

Building sustainable online audiences: Helping web media sites acquire and retain viewers

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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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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Navigating unfamiliar landscapes

A dozen digital drivers

Digital Insight Report - January 2008

Navigating unfamiliar landscapes: A dozen digital drivers

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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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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Training tips from the Digital Classroom

Building stronger digital advertising sales teams

Digital Insight Report - December 2007

Training tips from the Digital Classroom: Building stronger digital advertising sales teams

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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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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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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Welcome to the party

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

Digital Insight Report - April 2006

Welcome to the party: Online communities challenge publishers and reveal models for the digital networked society

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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Hunted and hunting: Comments and perspectives about acquisition activity in the second dotcom boom

Comments and perspectives about acquisition activity in the second dotcom boom

Digital Insight Report - February 2006

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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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Truths of the digital economy

Trends marketers can harness

Digital Insight Report - January 2006

Truths of the digital economy: Trends marketers can harness

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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Newspapers: hard times, unclear futures

Collated articles on press strategies

Digital Insight Report - January 2006

Newspapers: hard times, unclear futures: Collated articles on press strategies

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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Classifieds reach the crossroads

Tough choices face newspaper executives

Digital Insight Report - December 2005

 Classifieds reach the crossroads: Tough choices face newspaper executives

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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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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Acting now for net gains

 

Digital Insight Report - June 2001

Acting now for net gains

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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