Admap Magazine - September 2009: www.warc.com/admap

The Post-Digital Age
Put digital at the core of your integrated marketing.






Focus: Digital marketing

Social media

 

Integrated marketing

Social mediaHow a meerkat helped create a cult brand
 Integrated marketingA new agency/client structure to achieve digital integration

Customer dialogue

 

Digital integration

Customer dialogueThe age of 24/7 interactive marketing
 Digital integrationHow to put digital at the core of your marketing

Web 2.0 research

 

Client-agency relationships

Web 2.0 researchHow Tango adopted teens in an online research community
 Client-agency relationshipsClients need to be more involved in digital campaigns


Features

Share of voice

 

Advertising co-creation

Share of voiceAccount planners need to care more about SOV
 Advertising co-creationHow Walkers used co-creation to get the UK to do it a flavour

Branding in games

 

Marketing budgets

Branding in gamesGet brands into games for an immersive brand experience
 Marketing budgetsHow the best marketers do more with less ad budget

Retail marketing

 

Measuring brand experience

Retail marketingLong-term implications of shoppers' behaviour in recession
 Measuring brand experienceWhy measuring experience is key to building brand value

Video-on-demand

 

Digital out-of-home

Video-on-demandPrice and delivery are key to growth of video-on-demand
 Digital out-of-homeMeasuring the value of digital out-of-home


Opinion

Colin Grimshaw

 

Paul Feldwick

Colin GrimshawFrom the Editor: Taking digital strategy to heart
 Paul FeldwickProblem solver: Don't hold out for creative perfection

Joe Mandese

 

Molly Flatt

Joe MandeseMedia ink: Why Interpublic has stripped billions from the ad economy
 Molly FlattOn social media: Act like a brand, not a buddy

Richard Pinder

 

Faris Yakob

Richard PinderOn advertising: Why advertising should be more like politics
 Faris YakobOn Twitter: To tweet or not to tweet - that is NOT the question


IntenTrack supplement

Kate Sirkin

 

Purchase intent

Kate SirkinIntroduction: from branding to intent
 Purchase intentThe (marketing) law of intended consequences

Brand loyalty

 

Online brand tracking

Brand loyaltyHow UK supermarkets can get ahead of the competition
 Online brand trackingHolistic use of research into online skincare brands in Japan

Technology brands

 

Marketing synergies

Technology brandsStudies show tech brands must win hearts as well as minds
 Marketing synergiesMeasuring and understanding mixed marketing synergies




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