You can achieve more with your online business in Vietnam by understanding the common features of the country's affiliate channel and the preferences of the local audience. Cost-Per-Lead CPL is where the money is in Vietnam. In general, the practice of buying online is still very new for the Vietnamese....
With the highly immersive experience of the virtual environment and the ease of internet access, the online and real worlds will indeed merge almost completely. If you look at the rapid changes taking place in the online world, it's interesting to study where life online is going for consumers. This...
Behavioural targeting is now a fully established mainstream media tactic. Understanding of consumers' needs and buying behaviour is essential to all marketing success and behavioural targeting technology allows marketers to minimise wastage and target consumers based on those very behaviours rather than through standard channels or demographic targeting. More players...
YouTube has become so popular that sometimes it's easy to forget it's still a young and fast growing site. It quadrupled its share of internet visits in 2007 and is now the eighth most visited site in the United Kingdom (U.K.) YouTube's share of the entertainment category is just over...
With Japan's mobile e-commerce revenue growing by 80 percent last year, mobile spending may just exceed online if it continues to surge on. Everybody talks about "Mobile and Japan", but when you are actually planning a digital marketing strategy for the Japanese market, understanding where to put mobile in the...
With healthy socio-economic conditions ahead, Vietnam's e-commerce is primed for significant growth. That will in turn fuel the country's affiliate channel. At the moment, no region is growing faster than Vietnam, with its greatest strength being the educated and young population that is open to learning and adopting new ways...
The Japanese live, eat and breathe their mobile phones. People use them as alarm clocks to wake them up in the morning, check email on station platforms while waiting for the train to arrive, play games or watch TeleVision TV programmes while commuting... the list goes on. Even important business...
Digital will soon be at the heart of most integrated brand communications. Traditional media may drive visitors to a site, but it is here that consumers will be able to get involved in the life of a brand in one way or another. Rather than being passive receivers, they will...
As all agencies shrug off their labels as above or below-the-line shops, they are beginning to win awards across all categories. The really interesting part of the survey is when you look at agencies by total creativity because it is only then that the true pattern of how advertising is...
The author shares his predications on the advancement of digital metrics in 2008, while advocating greater involvement from all in metrics' development. Advertisers will need a new Agency Of Record AOR - a single agency responsible for coordinating efforts across all agencies of a specific client - soon. This will...
One of advertising's great creative minds steps out of the daily grind for a moment to share fascinating thoughts on where digital advertising might take us. The biggest change in digital marketing that technology will affect is the move to location-based services. We're already seeing this development in countries such...
This paper explains state of marketing metrics and discusses how marketers can do much better. It has always amazed the author how much money gets pumped into traditional media when, even at the best of times, leading advertising practitioners admitted that only 50 per cent worked - and they weren't...
It's amazing how fast time can pass us by. The inaugural United Kingdom (U.K.) Agency Summit is just one month away and everyone we've worked with here is very excited to be a part of this. So it seems like an appropriate time to preview the subjects that are being...
The logic of managing international search on a global or regional model is powerful for many reasons: you can set and achieve global strategic and financial goals plus consistent global messaging; you can allocate budgets dynamically among your different markets to exploit local success and minimise failure; you can compare...
Many businesses, it seems, haven't figured out the economics of moving online, but this paper explains that's just one of the many things holding back Australia's digital advertising industry. Big businesses hate change. It makes them very nervous. So rather than embrace change, big businesses prefer to wait and see...
The digital sector must value what it does and the media that it creates - or agencies and publishers will never really sit up and listen. In the early years, 'New' media modelled itself on some key points of difference between itself and other media - notably measurement. As online...
This paper explains 10 predictions for the Internet Word-Of-Mouth IWOM Industry this year: brands really join the conversation; online communities and brands forge more explicit relationships; Bulletin Board Systems BBS sites add Social Networking Site SNS-like features and rebrand themselves as SNS; "Real names" becomes a buzzword that netizens don't...
In recent months click fraud has taken an insidious turn, expanding from a marketer's nightmare to one that threatens anyone unlucky enough to click on the wrong search ad or land on a compromised web page. Fraudsters now embed malicious programs right into landing pages, banners and PPC ads delivered...
The sad truth of being an e-retailer is that one can never rest on the laurels. Even as one improve the site and thrill customers, their expectations will rise to meet the bar one keeps setting higher and higher. One must have the transactional, clickstream and customer satisfaction tools in...
Understanding the different metrics for existing and emerging media technologies can be challenging. This paper explains the key developments of metrics and their implications. Digitisation will be enhanced by increased bandwidth, cheaper storage (an increasing number of vendors have announced terabyte-sized hard drives at affordable prices), multiple processors on a...
