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Digital direct: Personalising emails helps marketers to win newcustomers

By Mike Weston, managing director of Silverpop, 31 December 06, 12:00

email marketers in the land. One nugget stuck out: despite the wealth of information available, he felt ... These marketers realise more analysis would be time well spent, but simply lack the time and resources to discover the real value of email marketing, and answers to key questions like what ... -challenged marketer to fulfil the dream of one-to-one marketing: to deliver dynamic, personalised content and ensure ...

Comment: Time now for effectiveness to step up to the plate

By Bill Brock, MD of Tribal DDB London, 31 December 06, 12:00

on which the digital marketing industry was built. Barring the occasional marketing director blinded ... -driven. As the marketing and advertising industry as a whole continues to place more importance (and spend) on digital ... ? Clients at our table that night were shown that we know how to get the most from their digital marketing ...

Analysis: McDonald's unveils digital strategy

By Danielle Long, 31 December 06, 12:00

innovative digital marketer. It follows the appointment last month of AKQA as its first global digital ... roster agency Tribal DDB, which handles the brand locally in five markets including the US, Australia ... -national. The commitment is being supported by a marked increase in online marketing spend. McDonald s has already ... for McDonald s. Lloyd agrees that the appointment of a global digital marketing agency demonstrates the brand ...

Analysis: Profit margins dampen digital's rise

By Danielle Long, 31 December 06, 12:00

Digital agencies are growing faster than all other marketing services sectors, yet lacklustre ... The findings, from the Willott Kingston Smith annual survey, Financial Performance of Marketing ... direction, this is quite small compared with other marketing disciplines, such as advertising, direct marketing and media planning, all of which recorded higher profits, with the exception of design. One ...

Masterclass: The Revolution Masterclass on beating bannerblindness

By Suzy Bashford, 31 December 06, 12:00

With users besieged by online ads, how can marketers ensure they don't irritate, bore, confuse ... shackled by technology, according to Booth, is because the market is full of format vendors aggressively selling their wares. He argues that the main issue concerning the online advertising market is not banner ... is the way forward? Ironically, by not shouting at someone on a web page, you stand out in today s market ...

Direct Stats

31 December 06, 12:00

. There is a strong synergy between paid and organic search. The bottom line is that marketers need to optimise both to achieve maximum results, said Heather Lloyd-Martin, chair of the Direct Marketing Association s Search Engine Marketing Council. ...

2006 round-up: The year of digital?

31 December 06, 12:00

cent, with the overall market breaking the 1 billion milestone. Since then, broadband penetration has ... , FMCGs and entertainment increased their web spend, helping the market shift gear from purely response ... star medium. Phillipson says the market is tracking alongside IAB targets and believes it will reach ...