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Iain Dawson, head of insight, Equi=Media, discusses the main points that online marketers should be focusing on in their attempts to improve understanding of consumer behaviour.Search marketing has continued its meteoric rise this year, and will undoubtedly be one of the most powerful marketing tools in 2008. But it’s clear that the search discipline is… Continue reading Searching For The Answers – Why Online Marketers Need To Get Better At Analysing Consumer Behaviour

Mike Spicer, group MD of EHS Brann, discusses effective straplines and how they can be used to cement a brand in consumers’ vocabularies.The issue of straplines, whether to have one or not or change a long standing one, is hotly discussed. They can be incredibly powerful tools in cementing a brand in the lives and… Continue reading Effective Straplines

Ross Williams, co-founder and chairman of WhiteLabelDating.com, examines how brands and individuals can enhance their online presence whilst introducing new revenue steams.In the current media climate, having a competitive and engaging multi-platform presence is hugely important to a brand. With Microsoft gifting Facebook $15bn for a measly 1.6% stake, Google clinching YouTube for $1.6bn and… Continue reading Online Dating Applications – Maximising Your Brand’s Online Potential

Andy Cocker, co-founder and managing partner at Infectious Media, the specialist digital media agency, takes an in-depth look at Google’s new media planning tool, Ad Planner.On 24th June 2008, at the Advertising Research Foundation annual conference in New York, Google unveiled their new media planning tool, Ad Planner.To many industry observers this wasn’t much of… Continue reading Google’s Ad Planner

Paul Robinson, global MD of KidsCo Worldwide, the new Kids TV channel launching in the UK soon, discusses the challenges of breaking into a tough market.Kids TV has become a plethora of choice and channels geared towards kids of all ages, from pre-school to teens and even specially skewed baby TV. In the UK alone,… Continue reading Breaking Into The Kids TV Market

Frank Hall, who runs his own independent media consultancy, FOB Consulting Ltd, looks at whether the national newspaper industry should introduce a greater clarity into its market figures…At last week’s MediaTel seminar on the Future of National Newspapers, each of the panellists made a strong case for the sound, long-term future of our daily and… Continue reading Newspapers – Time To Show & Tell?

Laura Chaibi, media research manager at Orange, examines recent research the company has carried out on mobile advertising and looks at whether the platform can live up to expectations…More and more agencies are dabbling with mobile; but how close is the mobile industry to the £10 billion advertising bill forecasted for 2012? (Strategy Analytics, April… Continue reading How To Get Advertising Right On Mobile

Christina Goodman, head of global marketing and business development at Dynamic Logic, examines the findings of new research looking at consumers’ opinions of advertising…Print advertising generates the most positive reaction with UK consumers and is seen as having the most relevance, according to Dynamic Logic’s latest AdReaction study, which gauges consumers’ opinions of advertising.Newspaper and… Continue reading Print Advertising Most Popular And Relevant Medium

Mike Hope-Milne, enterprise director at Pearl & Dean, discusses how experiential advertising in cinemas can be a valuable tool in promoting brands…It can hardly have escaped notice that one of the biggest trends impacting advertising is that communication can no longer be a strictly one-way affair. The proliferation of digital marketing, rise of the web,… Continue reading The Rise Of Experiential In Cinemas

Tim Farthing, commercial director at Dennis Communications, examines how brands and companies should go about choosing which media channel to use to communicate with their customers.I can’t think of a brand or company that doesn’t want to communicate directly with their customer. In fact, I am still being sent catalogues from a small cricket equipment… Continue reading Customer Communications – Choosing The Right Medium