This online learning resource is where you can discuss the issues from your Academy and download the outputs of our workshops.Your Academy Director and lead tutor is Danny Meadows-Klue: Danny@DigitalStrategyConsulting.com ]]>
This online learning resource is where you can discuss the issues from your Academy and download the outputs of our workshops.
Welcome to your Digital Training Academy: a great way to boost your knowledge and skills, helping you and your team get the most from digital marketing, publishing and communications.
All of us here at Digital hope you'll enjoy your Digital Training Academy, but we also hope you'll instantly be able to achieve more in your firm.
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Here is the place you can discuss issues with your tutor and other Academy participants
Is there something you did not understand on the Academy? Is there a new point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions.
Try to include the title of the Academy Lesson that your question relates to (if there is one). Putting this at the start will help other participants find the topics they are interested in.
The classroom is open for three weeks following your Academy
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In this space we're listing things from the Academy that we feel 'Rock' in online advertising, and things that, if we're honest, 'Flop'. By helping our clients harness the rocks and steer away from the flops they'll produce more powerful communication and enjoy even better results. Remember, it's still a new media for many people and this can help marketers make smarter decisions...
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Learn how the explosive growth in the volume of media has created a culture of marketing noise. Reflect on what this means for your own audiences and the implications for your marketing plans. Consider whether the media channels and techniques you use add to the noise or genuinely achieve cut-through.
These notes are a drawn from one lesson in the Digital Consumer Insight Academy.
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See the report]]>
Online marketing presents a richer choice of media formats, targeting and messaging than any other media channel. Harnessing this potential involves building on the principles of traditional media planning and using new toolkits, and matching the right formats and sites with the right media properties - all in a market that offers a daunting array of options. There are new metrics to track that transform accountability, and new models for trading media space. This Digital Insight Report introduces some of the trends, frameworks and viewpoints that describe online media planning today to help planners new to digital channels get up to speed quickly.
Join the news service so you hear about future reports (include your company details and areas of interest)
Introducing a simple framework for best practice in online advertising and media planning. We use this model to explain the relationship between online advertising, traffic and sales. The advertising process in digital channels mirrors what marketers know from classic channels, and by unpacking the advertising effect into a funnel that describes the steps from ad attention, through advertising persuasion to sales results, marketers can better see the role advertising and the web plays in generating increased business.
Download the lesson handouts | Upcoming public training events you can join | Ask Danny a question about his talk | Ask about in-company training
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TFM&A Technology for marketing and advertising 2008The rules of the marketing game have changed. The command and control television era where big brands delivered heavyweight messaging every night to the nation, has finally melted away. In its place a radically new structure has emerged that will dominate the next twenty years of marketing. Cultural evolution, catalysed by technology and typified by the web, has empowered media-savvy consumers with the tools to filter and select in a way never before possible. Customer expectations are huge and brands are failing. Trust has switched from institutions to friends, and the barriers to the flow of information have melted. The smallest of customers can have the loudest of voices. Society will never go back.
Read and download the lecture handouts | Upcoming public training events you can join | Digital Social Media Academy | Ask Danny a question about his talk | Ask about in-company training
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Download lesson handouts:_A _lesson _from_the_Digital_Creative_Academy
The digital networked society is a great leveller. The relationship between brands and consumers has shifted. The structure of communications has undergone this massive leap. While the smart thinking in marketing is leaping to embrace a whole new way of doing things, much of the practice in marketing still clings to the past. That's why it wasn't just gutsy, but a strategically brilliant move for Microsoft to use a television style commercial to make the point for them.
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The nature of the business objectives an advertiser has doesn’t change if they are advertising online vs offline. The web is just part of the media mix, and although it can satisfy more marketing needs than any other media, it’s still important to be precise about what the needs are. 
Learn how online media planning builds on the familiar concepts of reach and frequency from traditional media. Discover how you can get your media space to work harder for you on the web. Find out what’s worth tracking and why there are many false friends when itThe web offers a massive range of choices to complement marketing in existing channels. For some firms the web has already become their lead medium, while for others it is a support tool forJust because two sites share a similar audience profile doesn’t mean they’ll share the exact same viewers. Follow the models of media planning from classic media and they will only help so far. To plan online media really well means understanding the role of advertising rotations and the reason why not everyone visiting a site sees all of the adverts. The implication is simple: by adding more sites to the schedule campaign reach increases greatly.
Download lesson handouts: Rethinking media schedules; knowing the reach
