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Entries from Digital Intelligence tagged with "bellwether"

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Digital Intelligence January 2014

Digital Strategy data - Digital Intelligence January 2014

If you're planning 2014 digital strategies for your brands, here's the latest inputs from our strategists:

- Long term trends: The 'Internet of Things' (physical objects getting connected) came closer with Google buying smart thermostat maker Nest and strengthening their 'Android for cars' scheme
- Ecommerce innovation: Drive-to-shelf is growing with tools such as Apple's iBeacon - which US retailers are rolling out to offer discounts and product information
- Media buying: Internet-style personalised targeting is going mainstream with Sky pioneering the new "AdSmart" format

If your brand needs a digital strategy healthcheck before the 2014 campaigns launch, then email us back Hello@DigitalStrategyConsulting.com. A strategist will be in touch with practical brand-specific advice on where to focus.

Read January 2014

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30/01/2014

Digital Intelligence April 2011

Digital Strategy data - Digital Intelligence April 2011

Early analysis of Google's most recent UK search update is striking less for the list of sites that have benefited (including respected UK brands the Guardian, the Telegraph and Which), but primarily for the list of site that have seen their reach tumble. Some previously high-profile sites have had their search ranking decimated as the latest algorithm judges their content "low quality".

Over the years, Digital Intelligence has highlighted the key role of search and its importance in ensuring that any web marketing strategy is successful. The long-term trend towards convergence has been another of the themes we've tracked during the last decade, and the news this month that Blinkbox has been bought by the UK's biggest retailer Tesco is a sign that this trend is still in its infancy. Tesco can now add online film sales to a portfolio which goes beyond traditional supermarkets to include second-hand car sales, banking services, furniture and clothing. As brands offer ever-more complex mixes of products and points of sale, the importance of their digital strategies will only grow and success will depend on long-term planning and informed decision-making.

Read April 2011

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28/04/2011

IPA Bellwether: Marketing budgets cut, online looking strong

The latest quarterly attitude tracker from the UK’s Institute of Practitioners in Advertising finds 25% of marketing executives suffering budget cuts in Q1, and close to 40% more pessimistic than in the previous quarter. There’s a sprinkling of good news about the marketing industry, but it’s clear that ROI and cutting overheads is high on the finance director’s list in most companies. If it’s about proving ROI in marketing then in the past the web has come through with flying colours. Deep insights from the research…

19/04/2011

19/04/2011  |  Full story...

Digital Intelligence January 2010

Digital Strategy data - Digital Intelligence January 2010

It's 'make or break' time for digital marketing. The stories we've tracked as the year kicks off show the focus switching to ROI and getting digital marketing to drive real business results. Out goes 'reach', in comes 'engagement'; out goes 'buzz' and back comes 'conversion'; out goes 'last-click' thinking and in its place is 'lifetime value'. The recession has clearly forced through smarter thinking.

This should come as a great relief, because it wipes away the 'shiny object' obsession over the latest social media or iPhone app, and replaces it with a dose of sound business logic. Behind the scenes we're finding this in the digital marketing effectiveness audits we run for large brands. Often only small changes in process are needed to unlock much bigger shifts in results.

The Digital Training Academy team are seeing the same trends, but also removing ROI risks by getting the right capability in place. Their focus is giving teams the edge with competitive training that targets weakness in a rival's strategy.

And in terms of channels, mobile marketing and engagement is finally everywhere; it will dominate our digests this year.

Read January 2010

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29/01/2010

Internet advertising trends: Bellwether shows how recession drove switch to web

Marketing budgets at UK companies were cut for the ninth quarter running at the end of 2009, but the rate of decline was the slowest for two years as marketers switched their budgets to the web, according to a new report.

The latest Bellwether Report, released by the Institute of Practitioners in Advertising (IPA) and accountancy group BDO, also found that companies were at their most optimistic for five years. The report said 25 per cent of companies reported a fall in total spending, while 18 per cent reported an increase. The balance of -7 is a marked improvement from the -15 the previous quarter and was "the highest since the first quarter of 2008, and well above the record lows seen in late 2008 and early 2009".

18/01/2010

18/01/2010  |  Full story...

Digital Intelligence October 2009

Digital Strategy data - Digital Intelligence October 2009

As brands and retailers gear up for Christmas, this month we've tracked a steep rise in website development, relationship marketing, campaign planning and mobile marketing. The 2010 digital strategy starts now because customers acquired before Christmas will stick with retailers into the January sales and far beyond.

To help brands and their agencies get more from their budgets, The Digital Training Academy has opened up a couple of its online classrooms for the first time. As a client or partner, you can now access additional resources in Social Media, Mobile and Relationship Marketing.

Marketing spend on the high street might be flat, but the switch to the web is clear - and it's also coming with the call for tighter ROI and strong analytics. P&G are among many brands pushing for greater accountability in web advertising, and the growth of online behavioural advertising seems unstoppable. In this month's interview the mastermind marketing Microsoft's Bing search tool takes us behind the scenes on a new way to search and the country focus is on Spain.

If you're a client of the Digital Strategy group and your colleagues would like our research, simply forward this link and we'll do the rest: http://www.digitalstrategyconsulting.com/digitalbriefings.

Read October 2009

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29/10/2009

Online ad spend up for first time since 2008- Bellwether

UK ad spend may be bottoming out, with spending on traditional media advertising falling by the smallest amount for the past six quarters and online ad spend showing its first increase since 2008, according to a new survey. The IPA/BDO Bellwether survey for the thrid quarter of 2009 indictes that British companies' spending on advertising fell for the eighth quarter in succession in the third quarter, but the reduction in budgets was the smallest seen for a year. Online ad spending showed an increase for the first time since H1 2008, the survey found.

14/10/2009

14/10/2009  |  Full story...

Search marketing records lowest drop in Bellwether

Total UK advertising budgets were revised down for the seventh consecutive quarter according to the latest Bellwether report, with only 10% of firms planning to spend more in 2009 (against 38% planning to cut budgets), writes Media Week. Online search remained the least affected sector with a 5.4% decrease, followed by direct marketing (7.5%), online advertising (7.9%), sales promotion (8.8%), main media (18.4%) and "all other" (23.8%).
Overall, the report found that budgets are being cut at a slower rate than the previous quarter.
Media Week: http://www.mediaweek.co.uk, 13/07/2009
Institute of Practitioners in Advertising (IPA): http://www.ipa.co.uk

13/07/2009

Bellwether report sees signs of confidence

The IPA's latest Bellwether survey indicates that the rate of adspend budget cuts slowed in Q1 2009, writes Brand Republic. The IPA also found that the number of firms with positive outlooks grew from 5% to 14%. The IPA believes that the bottom of the market has now been reached, although the majority of firms are still reporting advertising budget cuts. However the proportion of firms who believe that their prospects are worsening fell from 63% last quarter to 44%.
In total, traditional media (including television, press, radio and outdoor) saw cuts of 34% during Q1. Online advertising and search also saw budget cuts, though these remained much lower at 10% and 2.4% respectively. Overall though, online continued to grow its share of total UK ad budgets at the expense of other sectors.
From Media Week: www.mediaweek.co.uk, 06/04/2009
IPA: http://www.ipa.co.uk

06/04/2009

Digital Intelligence January 2009

Digital Intelligence January 2009

Tough markets demand new strategies. Researching our first monthly review of 2009 confirmed that while internet use continues growing, the advertising and media sectors (in almost every market) are under exceptional pressures. Hardly news, but the patterns emerging are more complex than simply contracting markets: budgets are on the move, and most firms are unprepared.

Broadcasters and print publishers are the worst hit, but all web media groups need to focus on strategies that create the right environment for their advertisers rather than simply doing what they did last year. The latest IPA Bellwether report forecasts the lowest ad revenues in TV and print for years and without the right web products, the online editions of traditional media won't make up any of that shortfall.

Advertisers are cutting spend like never before. Some simply cut all marketing budgets evenly; but smart brands are completely changing their media mix: cutting the fat and finding new strategies that use email and websites at just the right points to build brand and sales. Many digital marketers we've been working with report cuts of 45-65% in their ad budget, but have found ways of losing only 15% of the overall impact. Economic pressures are triggering incredible innovation.

Although consumer spending has contracted, Christmas still saw increasing numbers of shoppers head online in most markets, looking to find the best price. It's all about price in 2009, so firms without strong search and price comparison strategies lost out. Here in the UK, a massive 3.8m of us were googling away on Christmas Day itself, hunting the best deal.

As strategists and trainers we're seeing a fundamental shift in behaviour and corporate strategy on the same scale as we tracked in 2001. The digital retail, media and marketing industry emerging in 2010 will look very different from that of the mid 2000s.

I hope you find the insights and links here useful. And remember that the team here help firms on projects large and small to change their content, commerce and communications strategies.
Read January 2009

30/01/2009

Bellwether report find marketing budgets slashed

The latest quarterly Bellwether report from the Institute of Practitioners in Advertising (IPA) has recorded its worst ever results in its nine year-history, writes New Media Age. 49% of UK firms reported reduced advertising budgets, against 7% planning to spend more on advertising - a new balance of -42%. While all marketing sectors saw budget cuts, online remained the least affected medium, despite a record quarterly decline of 7%. Online continued to grow market share at the expense of other media, accounting for nearly 10% of all UK adspend. Main media advertising decreased by over 30%, with sales promotions and direct marketing seeing cuts of 10% each.

15/01/2009  |  Full story...

Bellwether Report finds online sector still positive

The latest Bellwether Report from the Institute of Practitioners in Advertising (IPA) has found that 35% of companies revised their marketing budgets down in Q3 against only 12% reporting a rise, writes The Guardian. The last quarter has seen the worst advertising budget cuts in the report's nine year history with all marketing sectors other than online and internet search seeing budget cuts. "Main media" and the "all other" categories were each slashed by about 26%, sales promotion was cut by 6% and direct marketing was down by 5%.
From The Guardian: http://www.guardian.co.uk, 13/10/2008
IPA: http://www.ipa.co.uk

13/10/2008

Online remains on top as UK marketing budgets cut

The IPA's latest Bellwether report has found that online remained the only marketing sector not to experience budget cuts during Q2 writes Brand Republic. Growth in online marketing slowed to 6% over the previous quarter. In total 19% of firms surveyed increased their online budgets during the quarter, against 12% of firms who revised them down. Online search marketing remained strong with 18% of firms planning to spend more and only 9% planning to cut budgets.
The biggest cuts in marketing budgets came from the travel and entertainment, retail, consumer durables and FMCG sectors.
From Brand Republic: http://www.brandrepublic.com, 14/07/2008
IPA: http://www.ipa.co.uk

14/07/2008

Advertising budgets tighten as economic confidence falters

The following story in the FT isn't unexpected, but it does have some uncomfortable implications for classic media and dotcoms alike. The Bellwether survey has been a pretty solid predictor of offline advertising trends in the past and the advertising budget are being cut for the second consecutive quarter. Only online escapes, with a net increase of 21 per cent.
The Financial Times: http://www.ft.com, 14/04/2008
IPA: http://www.ipa.co.uk

14/04/2008

Bellwether Report finds 6% of UK adspend going online

Online has grabbed its biggest ever share of the UK's total adspend according to the latest quarterly Bellwether Report from the Institute of Practitioners in Advertising, writes Brand Republic. Figures for Q3 show internet marketing accounting for 6% of all UK adspend, with 31% of firms raising their online ad budgets and only 7% lowering them. Overall 8.3% of companies raised their marketing budgets during the quarter and 9.2% of firms reported a rise in above-the-line spending - a new record figure for the Bellwether Report.
From Brand Republic: http://www.brandrepublic.com, 15/10/2007
IPA: http://www.ipa.co.uk

16/10/2007

Bellwether Report finds 6% of UK adspend going online

Online has grabbed its biggest ever share of the UK's total adspend according to the latest quarterly Bellwether Report from the Institute of Practitioners in Advertising, writes Brand Republic. Figures for Q3 show internet marketing accounting for 6% of all UK adspend, with 31% of firms raising their online ad budgets and only 7% lowering them. Overall 8.3% of companies raised their marketing budgets during the quarter and 9.2% of firms reported a rise in above-the-line spending - a new record figure for the Bellwether Report.
From Brand Republic: http://www.brandrepublic.com, 15/10/2007
IPA: http://www.ipa.co.uk

15/10/2007

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