Internet: Marketing and communication on the interne...

 

The internet has continually reinvented itself, as all new technologies have to do. The constant stream of updating information has led to what Marian Berelowitz calls the Now web. Barack Obama’s inau ...

As buzz around social network Twitter has grown, many retail and e-commerce brands have begun to reap the rewards of using it as a marketing, customer-retention and customer-marketing tool. There are ...

Advertisers are missing opportunities because busy consumers often see an ad online that they cannot follow up or respond to at the time. Later, they have forgotten where they saw it. In research, peo ...

To achieve fully integrated marketing with digital at the core, clients will need to be more proactive in managing their roster of agencies, be better and more knowledgeable in briefing them in a digi ...

Social media and web 2.0 provide new research tools, such as netnography, online communities, crowd sourcing and co-creation, to deepen and prolong the engagement with consumers. A key role for resea ...

Around 90% of digital spend is invested in promotionally driven activities, which means that the full potential of online platforms is not being realised. Marketers shouldn’t treat online like any oth ...

With digital media now ubiquitous in consumers’ daily lives, brands must be people focused and communicate with them constantly. The days of a marketing campaign that lasted for a determinate period a ...

This case study for the British Army in integrated digital communications details how a co-operative of agencies across all marketing disciplines and the client worked together in one location to achi ...

The CompareTheMarket.com case study is a story about the creation of a meerkat who became a social media cult hero with a hugely popular website created specifically for the campaign, CompareTheMeerka ...

In her column on social media, Molly Flatt argues that brands on social networking sites should behave like brands rather than pretending to be consumers' friends. They should see customers as colleag

In good times, as companies grow, it is all too easy for them to lose touch with their customers, without being aware of it. In times of recession the risk becomes greater and more obvious: people thi

This article looks into which media are most effective in driving sales online which unexpectedly, turns out not to be online advertising. Customer-addressed emails are very effective (52% above avera ...

China has the largest internet population in the world-76 percent with high-speed broadband connection. Based on online research of over 8,000 U.S. and Chinese broadband users age 13 and older, this r ...

The internet offers both growth and loyalty opportunities for brands. To this end, in recent years, companies have accelerated the development of their websites, including richer and more interactive ...

This article is an edited version of Geoffrey Precourt's coverage of the second day of the Ad:Tech Chicago 2008 Conference. In it, he discusses how JetBlue has adapted to digital marketing, particular ...

In this article, WARC Online's US Editor Geoffrey Precourt details some of the main points from the first day of the Ad:Tech Chicago 2008 Conference. The first area discussed is the importance of tech ...

This article describes Nuanced Portraits, a tool for additional segmentation. Types of segmentation include attitude and usage studies (discrete groups matched with products); relationship marketing ( ...

Patient education is one of the most important tools for improving people's health consciousness, as well as patient cooperation and compliance. Obviously, doctors are the most trustworthy sources for ...

Internet advertising is forecast to continue growing at around 27% per year, but there is doubt and disagreement about how it is measured, and how advertising revenue should be calculated. To illustra ...

While internet advertising continues to grow, its value (in CPM) is decreasing, as the supply of impressions grows faster than the number of internet sites and revenues. This is likely to damage tradi ...

In this short article, Julian Smith, Insight & Research Director for MEC Interaction EMEA, shows how understanding the online context can aid communications planning. He argues that to best apply cont ...

The advertising industry is crossing an inflection point, passing from the conventional mass media interrupt and repeat model for advertising to a family of advertising models centered on relevance. T ...

Consumers today are spending more time online than with any other marketing channel. This fundamental shift in the mediascape is driving both how consumers engage with brands and how marketers underst ...

Mike Teasdale, planning director at Harvest Digital, reveals that only one in four of those following up a banner ad on a web-site will click on it. The majority will go to a search engine for further ...

Barry Lee, board account director at ZED, argues that Web 2.0, with its social network sites, like MySpace, and user generated content, like YouTube, is fundamentally different from the information di ...

Using a wealth of examples - from the Diet Coke/Mentos experiments to Dove, Red Bull and Oxfam - Brian Dargan and Matthew Hunt, from DraftFCB, explain the challenge of 'digital extremists'. These are ...

Chris Peterson, founder of Chautauqua Communications, argues that clients no longer need conventional agency creative departments and disciplines. The advent of the pro-active, internet-smart consumer ...

Nigel Sheldon, director of Digital at Starcom Digital, discusses how the internet user is evolving. First the web was used primarily for communication and information gathering, deeper involvement and ...

In this introduction to this Admap's report on Web 2.0 (April 2007), Roderick White illustrates some of the issues raised by the enormous changes in consumer internet interface. He also highlights our ...

This article describes RSS (Really Simple Syndication). RSS delivers dynamic information online, and enables internet users to specify information they are interested in, and subscribe to 'feeds' that ...