When rebrands go wrong

(And how to avoid the pitfalls)

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Digital personalisation: how intimate should brands get?

Digital Strategy April 2014 | By Lucy Fisher

Personalisation brings brands the chance to reach people with relevant marketing at the right time, but how intimate do consumers really want the relationship to be? 

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Attribution: are marketers on the right path?

Digital Strategy April 2014 | By Nicola Smith

Last-click attribution models are no longer fit for purpose in today’s data-driven digital world, so marketers need to get creative to ensure new models are agile and adaptable for a new era 

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Online reviews: star quality

Digital Strategy April 2014 | By Morag Cuddeford-Jones

How much should brands intervene in the murky world of online reviews?

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Digital Professional: Ollie Lloyd, chief executive, Great British Chefs

Thu, 17 Apr 2014 | By Michael Barnett

”We are interested in the margins of technology and applying the lessons and ideas from that space in the world of premium food.”

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The expanding internet: what’s in a name?

Wed, 26 Feb 2014 | By Lucy Fisher

Thousands of new alternatives to dotcom web addresses are starting to roll out across the internet. But how significant are they and are they worth the big expense for brand owners?

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In-game advertising: Mind games

Wed, 26 Feb 2014 | By Steve Hemsley

Video games have always boasted big audiences and been a proven draw and now brands are demonstrating they too can achieve interaction with clever in-game advertising.

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Global ecommerce: serve and protect

Wed, 26 Feb 2014 | By Maeve Hosea

Consumers’ growing appetite for mobile and digital shopping is putting greater pressure on brands to keep up to speed with payment method innovations and global security issues.

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Digital Professional: Josh Bottomley, global head of digital, HSBC

Wed, 26 Feb 2014 | By Michael Barnett

“In the US, you can desposit a cheque by taking a photo of it. In Brazil, you can pay bills by scanning them with an app.”

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Mobile web: Need for speed

Digital Strategy September 2013 | By Nicola Smith

The internet is going mobile and consumers worldwide are demanding a faster, richer online experience.

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Digital Professional: Nalden, co-founder, WeTransfer

Digital Strategy September 2013 | By Jonathan Bacon

’Advertising should not be obtrusive or compromise the design of your website.’

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Curation: Custom made

Digital Strategy September 2013 | By Michael Nutley

In an effort to make their offerings stand out, more brands are combining online commerce with carefully curated content, helping users to navigate sites and purchase with confidence.

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Media convergence: Device debate

Digital Strategy September 2013 | By Steve Hemsley

Whether it’s on phone, tablet, TV or games console, via Spotify, Netflix or YouTube, people are consuming their media on a variety of technology platforms. But everyone’s choices are different, so should brands pick their winners or cover all bases?

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Perfect experience

Wed, 15 May 2013 | By Steve Hemsley

The online user experience is now one of the top priorities for marketers, as opportunities for greater digital sales and interaction drive the need for more in-depth analysis and information on customer patterns.

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Aiming high

Wed, 15 May 2013 | By Lou Cooper

Under the latest radical reincarnation of google’s ranking algorithms, brands with quality content are likely to see higher search rankings but they still need to use tactical marketing.

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Mobile comes of age

Wed, 15 May 2013 | By Michael Nutley

The much-anticipated ‘year of mobile’ has finally come and gone. So how much marketing potential do the devices really have, now that many mobile activities have at last gone mainstream?

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Digital professional: Eren Ozagir, chief marketing and commercial officer, musicMagpie.

Wed, 15 May 2013 | By Michael Barnett

‘The people who use eBay like the experience of eBay. Our job is to convert people who were never going to sell there’

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Google aims to make mobile advertising more appealing to brands

Tue, 30 Sep 2014 | By Sarah Vizard

Google admits some brands have struggled with mobile as it releases new mobile ad formats.

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Heineken primes native mobile ads after 23% brand awareness spike

Tue, 30 Sep 2014 | By Sebastian Joseph

Heineken says mobile can be a ‘branding medium’ not just a direct response one after 23% awareness jump

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Universal strikes native ad deal for music videos

Mon, 29 Sep 2014 | By Sebastian Joseph

Universal to let different brands appear in different versions of the same video.

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How Samsung took the wind out of Apple’s sails Video

Wed, 17 Sep 2014 | By Mark Ritson

Samsung played a blinder in aggressively undermining the Apple iPhone6 launch.

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Going digital could be the death of customers

Wed, 10 Sep 2014 | By Secret Marketer

Make sure you stay customer friendly with digital practices.

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The fame machine is still in good working order but things are changing

4 September 2014 | By Ruth Mortimer

Make sure you are aware of the new breed of celebrity.

more opinion

Hot property

How to sell a brand

CMO Strategy June 2014 | By Lucy Handley

When GSK sold Lucozade and Ribena to Suntory, the new entity’s UK & Ireland marketing director Carol Robert was at the heart of the process.

Sleeping with the enemy

Sleeping with the enemy

CMO Strategy June 2014 | By Nicola Smith

In a world of connected commerce more brands are working with rivals.

Club house

Clubhouse roundtable

CMO Strategy June 2014

Financial services marketers discuss how to keep up with the digital transformation of the industry without alienating existing clients.

more cmo strategy

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The new world of predictive marketing

Thu, 18 Sep 2014 | By Ashley Friedlein

B2B automated marketing techniques are set to take off in B2C.

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Too many metrics: the perils of training marketers to calculate ROI

Wed, 10 Sep 2014 | By David Burrows

Fewer than one in six are confident measuring and evaluating campaign performance. 

Personalised screen play

Personalised screen play

Thu, 4 Sep 2014 | By Mindi Chahal

Cross-device tools are enabling brands to track and engage with their audience along more of the purchase path.

more data strategy

Data Strategy Awards Judges

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Video: Livebookings marketer Gemma Carver on overcoming fear of 'big data' Video

Mon, 6 Jan 2014

Livebookings marketer Gemma Carver says don’t fear ‘big data’.

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Video: Game Retail's Fred Prego on data and creativity Video

Wed, 18 Dec 2013

Game Retail insight and reward director Fred Prego on the link between data and creativity and on how small businesses can benefit from data mining.

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