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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?

Ollie Lloyd

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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Kronenbourg recruits celebrity ‘men of character’ for online lifestyle series Video

Tue, 2 Sep 2014 | By Sebastian Joseph

Brewer recruits celebrity infleuncers including Alex James and Colin Murray to front content charge.

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General Mills switches from volume-driven to brand-equity marketing Video

Mon, 1 Sep 2014 | By Sebastian Joseph

General Mills to focus pan-European charge around Häagen -Dazs, Old El Paso and Nature Valley.

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Pernod Ricard reconnects brand and local teams to win customers ‘in the last 3 feet’

Fri, 29 Aug 2014 | By Sebastian Joseph

Pernod Ricard says move will create ‘some shortfall’ in headcount.

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Twitter: keep your analytics for brands only

Fri, 29 Aug 2014 | By Lara O'Reilly

Opening up the analytics dashboard to everyone cheapens its value.

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Social media based real-time analytics are a force for good

Wed, 27 Aug 2014 | By Mindi Chahal

Real-time insight is an important step in becoming more relevant to consumers.

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The test for the ALS Association is exploiting the ice bucket challenge buzz Video

Fri, 22 Aug 2014 | By Sebastian Joseph

Fundraising stunt should serve as a template for future campaigns.

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

Hottest jobs in marketing

The hottest jobs in marketing

Wed, 16 Jul 2014 | By Jonathan Bacon

The skills big corporates require of marketers is changing, reflected in the emergence of specialist jobs. Here’s how to get one.

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Roundtable in association with Mood Media

7 August 2014 | By Russell Parsons

Our panel of marketers from retail brands tell how their mobile strategies are moving on from being purely transactional.

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Facebook should’ve kept its research quiet

Tue, 1 Jul 2014 | By Mark Ritson

Every brand is carrying out ‘test and learn’ on consumers – they are just not telling them.

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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