Journal of Direct, Data and Digital Marketing Practice: New Technology Briefings
Journal of Direct, Data and Digital Marketing Practice regularly carries original papers describing emerging information, communications and marketing technologies and their applications.
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£19.50New Technology Briefing: Tracking online ad campaigns: A primer — Ralph F. Wilson and James B. Pettijohn, Journal of Direct, Data and Digital Marketing Practice Vol.12 No.1
[12 Aug 2010] Anyone can engage in online ad spend, but it is only when the marketer tracks and optimizes ads that the advertising can be paid for and the business can still be profitable. This paper includes a number of suggestions to help accomplish this task. After defining basic ad effectiveness indicators, the paper discusses the fundamentals of using Google AdWords, Google Analytics, Google Website Optimizer, affiliate program software and banner ad serving software. If these fundamentals are followed, and if the web marketer continues to develop his/her ad tracking expertise, both sales and profits should increase. (14 pages)
New Technology Briefing: Linking spatial data from the Web — Christian Becker and Peter Furness, Journal of Direct, Data and Digital Marketing Practice Vol.11 No.4
[01 Apr 2010] The Semantic Web and, in particular, Linked Data, enable cross-database, cross-organizational and cross-domain links on a global scale. This paper introduces Linked Data projects that extract and apply location-related Linked Data, such as DBpedia. The case study of DBpedia Mobile, which provides a location-enabled Linked Data browser, is described. Concludes with examples of other applications, which can take advantage of location-related Linked Data from the Web. (7 pages)
New Technology Briefing: Why marketing needs speech analysis — Donna Fluss, Journal of Direct, Data and Digital Marketing Practice Vol.11 No.4
[01 Apr 2010] Speech analytics solutions help enterprises retain customers and generate incremental revenue while providing an outstanding and differentiated customer experience. (8 pages)
New Technology Briefing: Online customers, digital marketing: The CMO-CIO connection — Michael Peterson, Volkmar Koch, Florian Grone, Hong Tuan Kiet Vo, Journal of Direct, Data and Digital Marketing Practice Vol.11 No.3
[01 Jan 2010] Media consumers are rushing online in record numbers, and corporate marketers must go there too. Done right, online marketing holds the promise of higher profits and greater accountability, but it requires a sophisticated, strongly aligned blend of marketing savvy and technological expertise. CIOs and CMOs must work together to develop a marketing technology architecture that combines the ability to analyse consumer behaviour, help make marketing decisions, and automate customer interaction, content management and publishing processes. While some of this technology is already available, the solution market is in flux, and far-sighted caution is a must. (3 pages)
New Technology Briefing: A guide to email deliverability for B2C email marketers — Sean Duffy, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 2
[01 Oct 2007] Getting your email campaigns past spam filters has been a key concern for email marketers for some time. If your email campaign gets classified as spam, the response rate will be a fraction of the potential. On average, around 20 per cent of commercial email is blocked or filtered by Internet Service Providers, which therefore equates to millions in potential revenue lost per annum. The most common question asked by marketers is "What do I need to do to ensure that all my emails avoid the junk mail filters?" Unfortunately, there is no magic single tool or answer but a whole host of different factors that need to be understood. As the difference between sending email to consumers compared to businesses is significant this paper aims to highlight the key factors ensuring that consumer email marketing campaigns get delivered into the inbox. (12 pages)
New Technology Briefing: M-commerce — Generating revenue from content and mobile portals — Jeff McCarthy, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 3
[01 Jan 2007] The UK and global mobile markets have seen incredible growth despite some justified scepticism from markets and consumers alike. Now the opportunities for growth in both content and m-commerce development in a multi-channel environment are compelling. Written specifically to help new entrants to this market, this paper discusses the nature of the UK mobile market, key issues, developing product, getting it to market and, crucially, the direct marketing opportunities presented. (11 pages)
New Technology briefing: E-catalogues and e-brochures: Their part in record e-retail figures — Jeff McCarthy, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 2
[01 Oct 2006] The staggering growth of e-retail in the UK has been facilitated by many new technologies aimed at increasing online sales; among them e-catalogues. This paper examines the role e-catalogue and e-brochure technology is playing, the impact on conversion rates and whether it is right for every business. The paper avoids jargon by using case studies to demonstrate what does and does not work. (11 pages)
New Technology briefing: Europe crosses its online tipping point — Danny Meadows-Klue, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 2
[01 Oct 2006] Online advertising is changing the mix of media choices in campaigns across Europe. Since 2000 the web has become established as a mainstream consumer media channel in most European countries. Across the continent, marketing budgets are now starting to follow the migration of the audience’s eyeballs and people’s focus. They are yet to reflect the full truths emerging in media consumption within the digital networked society, but they do reveal a clear picture of the scale of change that has started in where the advertising industry places its focus. The pace of digital development and the balance of digital in the mix continue to vary greatly between countries, and this paper records a snapshot of where the markets were in 2005.What emerges is a shift in marketing spend on a scale previously unseen, and the certainty that growth will continue at rates never witnessed among traditional channels. After more than a decade of speculation about a new digital marketing mix, Europe has crossed its tipping point. (10 pages)
New technology briefing: Great search engine listings: Simple, practical steps to developing great keywords and listings — Danny Meadows-Klue, Journal of Direct, Data and Digital Marketing Practice Vol. 7 No. 2
[01 Oct 2005] Search has revolutionised direct marketing, but most marketing departments are yet to be evolutionised by search. This practical briefing aims to help marketers bridge that gap by sharing some of the key principles. We interviewed leaders in the search advertising industry to get their tips on everything from keyword selection to trademarks, relevancy of message to how to link deeply within a site.
New technology briefing: Digital exhibition spaces — Nik Margolis, Journal of Direct, Data and Digital Marketing Practice Vol. 7 No. 1
[01 Jul 2005] This paper looks at the impact of the internet on trade exhibitions, and specifically at one company's work which enabled it to engage with a wider audience through internet support for its physical presence at a trade show. The company is RM plc, a leading provider of technology and related infrastructure and services to UK schools and education, and the exhibition was BETT 2005, a key education trade show which attracts nearly 25,000 purchasers from every level of UK education.
New Technology Briefing: Radio frequency identification — Andrew Berger, Interactive Marketing, Vol. 6 No. 4
[01 Apr 2005] This New Technology Briefing looks at the key implications of RFID for businesses over the next few years. It tries to explain why some of the world’s largest organisations and RFID technology vendors have been pushing ahead aggressively with implementing a massive extension to current internet technologies. It helps to explain why, in a world of billions of things, ultra low cost and high performance are critical.
New technology briefing: Ten golden rules to search advertising — Kate Burns, Interactive Marketing, Vol. 6 No. 3
[01 Jan 2005] This paper offers practical tips on getting the most out of keyword advertising. (5 pages, FREE download)
New Technology Briefing: E-brochures increasing online profit — Jeff McCarthy, Interactive Marketing, Vol. 6 No. 2
[01 Oct 2004] This paper examines the role e-brochures can play in online communications and e-commerce. The entire piece is written from a direct and interactive marketing perspective, demonstrating how e-brochures have been applied in this area.
New Technology Briefing: Best practice technology options for optimal e-mail marketing — Gary Stevens, Interactive Marketing, Vol. 6 No. 1
[01 Jul 2004] This paper aims to outline the new best practice options available to marketers producing e-mail-based communications — from full-service agencies which can manage a campaign in its entirety to web-based or in-house departments and systems. It also describes the thought process a marketing organisation must go through to determine which level of support best meets its requirements and those of its brands.
New Technology Briefing: Video mobile as a marketing tool — Lance Stevens, Interactive Marketing, Vol. 5 No. 4
[01 Apr 2004] ighty-eight per cent of all handsets sold today are video-enabled; and all five networks in the UK have launched 2.5G services, with 3G services to follow. This tells us that video mobile is a reality today — and that the market is growing at such a rate that a viable new marketing medium is being created. The question is: how do marketers make the most of what is being called the ‘fourth screen’ and what value can it add?
New Technology Briefing: Kiosks — Hype or hope? William Conway, Interactive Marketing, Vol. 5 No. 3
[01 Jan 2004] New marketing technologies allow marketers unprecedented access to the buying habits and behaviours of their customers. But hundreds of targeted television channels, websites, retail stores and magazines make it increasingly difficult for marketers actually to get their customers' undivided attention. As channels and points of influence increase, marketers must work harder to have consistent messages and experiences while striving to collect as much accurate data through as many points of contact as possible. (7 pages)
New Technology Briefing: Now! — Peter Muffett and Fiona Stark, Interactive Marketing, Vol. 5 No. 2
[01 Oct 2003] Fragmented media, a proliferation of advertising messages and a growing cynicism towards advertising are challenges facing today's fast-moving consumer goods (FMCG) marketers. The author proposes that direct response television (DRTV) as a complementary or sole route to market can provide an answer to the many business issues in today's market. As DRTV has evolved, so the applications for DRTV have multiplied. (6 pages)
New technology briefing: Telemail — New efficiencies in lead generation — Nik Margolis, Interactive Marketing, Vol. 5 No. 1
[01 Jul 2003] This paper outlines the benefits of Telemail — the integration of e-mail marketing and telemarketing. Early adoption of the technique has been within the context of lead generation and qualification. Here, the aim of Telemail is to provide client companies with a more efficient and effective method of lead generation. This paper outlines how such efficiencies are achieved, and also assesses the impact the Telemail approach may have on a brand. (10 pages)
New technology briefing: Search engine marketing
[01 Apr 2003] Describes the technology on which search engine marketing is based and its integration with other marketing techniques, as well as the benefits and marketing opportunities arising from search engine marketing. Covers 'key trails' and findings, outlining the milestones in the evolution of search engine marketing.
New technology briefing: Video e-mail—The next generation of e-mail marketing? — Justin Anderson, Interactive Marketing, Vol. 4 No. 3
[01 Jan 2003] Sending a video by e-mail opens up a wide range of opportunities for the digital marketer, but there are several different methods by which a video clip can be sent. This paper considers the potential of video e-mail, explains the various ways in which video clips can be sent by e-mail, assesses the current obstacles and hurdles to effective video clip distribution and describes the refinements being made that will improve the quality of and accessibility to video e-mail over time. (4 pages. Vol. 4 No. 3, Jan 2003, kindly sponsored by Centrica)
New technology briefing: Contact centre technologies—Managing the flood of new technologies — Gerard Whelan, Interactive Marketing, Vol. 4 No. 1
[01 Jul 2002] Customers today demand outstanding 'service' experience. Despite the flood of new technologies, the contact centre is still, for many organisations, the main point of contact with customers. This 'flood' is expected to recede soon, giving contact centres the time to assess and decide upon new potentially beneficial innovations that could be made to optimise the customer experience. This paper reviews whether this is feasible and how it can be accomplished. (12 pages)
New technology briefing: Customer recognition systems: A prerequisite for effective CRM? — Richard Webber, Interactive Marketing, Vol. 3 No. 4
[01 Apr 2002] This paper investigates the origins and significance of new 'customer recognition' systems, explains how they differ from traditional merge-purge and address management services, provides examples of how they could be changing data management processes and considers the likelihood of their spreading from the US to other countries. (10 pages)
New technology briefing: M-commerce changes the marketing game — Henry Elkington and Tomas Linden, Interactive Marketing, Vol. 3 No. 1, Special US Issue
[01 Jul 2001] During the next three years, mobile technology with the potential to revolutionise consumer markets is set to sweep across our markets. With mobile network operators under pressure to recoup the high prices of their licences, consumer companies that can bring them large numbers of loyal customers might be in a position to negotiate very favourable deals. This paper describes how retailers can become powerful forces in a new industry. (4 pages)
New technology briefing: E-commerce and identity fraud — Gareth Jones, Interactive Marketing, Vol. 2 No. 4
[01 Apr 2001] This paper focuses on the subject of personal and corporate identity in the UK, the ways in which identity can be substantiated and the methods used by fraudsters to invent identities or copy other people's identities. The setting for this is the Internet, as utilised as a channel of introduction by two market sectors—retail and financial services. The paper considers the availability and suitability of deploying fraud prevention solutions to reduce substantiated fraud and discourage repeat attacks.
New technology briefing: Cookies—Are they a tool for web marketers or a breach of privacy? — Brian Pennington, Interactive Marketing, Vol. 2 No. 3
[01 Jan 2001] This paper discusses what cookies are, what they are used for, whether they are a security risk or an infringement of privacy and how they work.
New technology briefing: WAP — Lee Wright, Interactive Marketing, Vol. 2 No. 2
[01 Oct 2000] The wireless application protocol (WAP) is a crucial element in displaying content on most wireless devices. As wireless devices and applications grow in popularity, so does the opportunity for marketers. A new marketplace has been created where marketers can use WAP to reach consumers in many new and effective ways. This paper discusses the opportunities presented by WAP, the way marketers will implement campaigns for wireless devices, and the challenges that will be encountered as the industry changes and grows to meet user demand.
New technology briefing: Digital printing — Philip Moreland, Interactive Marketing, Vol. 2 No. 1
[01 Jul 2000] This paper briefly covers the development of digital printing technologies and outlines the types of system available. It also looks at the potential applications for digital printing in marketing communications. Current cost comparisons against conventional printing are provided, together with what is hoped to be a balanced view of the practicalities of this fast-developing technology.
New technology briefing: The Post Office, technology and innovation — Duncan Hine, Interactive Marketing, Vol. 1 No. 4
[01 Apr 2000] Stimulating technology-based innovation is one of the goals of the Post Office Research Group, and its pioneering approach in this area is beginning to attract attention from the outside world. This paper sets out to describe the special conjunction of initiatives that make up an innovative framework in the Post Office, and it provides some brief examples of customer-focused innovations that are already benefiting the organisation.
New technology briefing: Smart cards — Chris Potts, Interactive Marketing, Vol. 1 No. 3
[01 Jan 2000] The combination of the Internet, wireless communications devices and digital interactive television is rapidly changing the relationship between companies and their customers. In order to survive this revolution, companies must adapt to an economy that never sleeps by understanding their customers better than ever in order to provide the best service across an array of delivery channels. This paper examines how marketing professionals can leverage smart cards, and in particular electronic cash, to establish and/or maintain a strong brand and build and retain a customer base in the connected economy.
New technology briefing: The march of digital interactive TV and the emerging science of telegraphics — Neal Rimay-Muranyi, Interactive Marketing, Vol. 1 No. 2
[01 Oct 1999] Programme viewing gives an accurate picture of the interests and aspirations of the viewing household. With the advent of digital TV, programme-watching patterns can be tracked and analysed, and the opportunity will be in place to build new targeting systems that go a stage further than today's geodemographic, lifestyle or psychographic tools. This paper examines the significance of the development of digital TV in the world of marketing and direct marketing, and discusses how the datasets can be combined to provide a new super-powerful targeting system, building on today's foundations, and be applicable throughout the marketing mix.
New technology briefing: An overview of the Internet — Paul Eccleson, Interactive Marketing, Vol. 1 No. 1
[01 Jul 1999] This paper takes a broad look at the history and construction of the Internet from early concept as a military communications backbone through to its present commercial orientation. Specific references are drawn to the advent of marketing and personalisation on the Internet, and the possibilities for new business models and open competition.
