View a digital edition version of the Digital Strategy supplement
Digital Strategy Supplement: Maturity mustn’t mean an end to experimentation
Michael Nutley, editor-in-chief New Media Age and Reputation Online talks about digital strategy.
Case study: eastJet sees search on high-end phones taking off with Google mobile advertising
EasyJet has turned creating new efficiencies into a fine art. Despite a continual squeeze on margins across the aviation industry, the company - which expects to carry 50 million passengers in 2010 - manages to refine its operations from year to year to give passengers some of the best prices available for airline travel.
Maybe your brand should see an analyst
Fewer than one in six marketers use data as the main guide in decisions. Are the rest shooting in the dark, or just drowning in raw information?
Still searching for ways to be found
The basics of search - pay per click and search engine optimisation - still hold true, but social media and mobile browsing bring new layers of complexity.
Who dares venture beyond the last click?
Affiliate’s appeal lies in the fact that advertisers pay only for sales. But the system is vulnerable to ’cannibalisation’, so some marketers are looking for a fairer model.
There's no need to talk to strangers
By tracking online behaviour, marketers can be much more choosy about who sees their ads. Despite privacy concerns, behavioural targeting is one to watch. By Sean Hargrave
Burning to be the brand in their hand
Everyone owns a mobile, and the devices are getting smarter. From SMS to apps, there is an array of options for marketers, as long as they remember to keep it relevant. By Nicola Smith
Viewpoint - Oscar Jenkins
Two of the big trends we’re starting to see in mobile are the rise of forms of mobile marketing that take advantage of the unique properties of mobile, and brands starting to realise that this is where their customers are. By Oscar Jenkins CEO, Dynmark
Viewpoint - Stephan Noller
Behavioural targeting is a big part of the industry already. The share of campaigns using targeting almost tripled last year - a big jump in the number of people using the technology.
Viewpoint - Neil McKay
Marketers still want to be found at the top of the search listings; what has changed is how they ensure that happens.
Viewpoint - Neil Morgan
At the Omniture Summit last month, we hosted various streams of digital seminars and found that following analytics, conversion was the most popular. This focus on conversion is reflected in the survey, with a big move towards customer experience.
It's time you got moving on mobile
The mobile internet has arrived
