Interviews, insight & analysis on digital media & marketing

Strategy

Insight and opinion on digital business and marketing strategy.

Strategy

Adapting to a new “performance” normal

Traditionally, advertising has been about identifying the target audience for your products and services, identifying their key media behaviours, and then buying ads in these places to reach them. Measure, rinse and repeat.

Strategy

How Heartstopper got it right: ways to improve marketing to LGBT community 

The pink pound is estimated to be worth £6 billion per year in the UK alone. It still sometimes feels that brands are competing for this section of the market but have missed the mark when it comes to accurately communicating and making the LGBT community feel connected to the brand.

Advertising

Marketers cite customer satisfaction as top priority, but baulk at more ethical marketing

Research from data-driven digital marketing agency Precis Digital, and leading global research company Forrester Consulting, has found that 80% of marketers rank customer satisfaction as the number one most important outcome for their marketing programmes. However, only 49% indicate that they would go beyond what regulations such as GDPR require, to adopt more ethical marketing practices for the customer…

Advertising

The Attention Economy: a journey towards better measurement?

The second part of NDA’s attention economy roundtable looks at the different roles that industry stakeholders have to play in the future of digital advertising, featuring experts from Spark Foundary, Teads, DoubleVerify, Wunderman Thompson, Nano Interactive, Azerion UK and GumGum…

Strategy

ISBA on diversity, inclusion and representation: why we refreshed our Code of Conduct for Influencer Marketing

Earlier this month, ISBA, the representation and advocacy body for UK advertisers, launched an updated version of its Influencer Marketing Code of Conduct, with a focus on helping brands to deliver better diversity, equity, inclusion, and representation in their influencer activity. New Digital Age caught up with Rob Newman, Director of Public Affairs at ISBA, to find out more.

Strategy

The last mile of marketing effectiveness: the creative

n every industry, growth becomes more difficult to achieve as the industry matures. Once the obvious gains and optimisations have been made, the “last mile” of achievement is the toughest.

Strategy

How much digital is too much?

As brands seek to design and implement compelling strategies, they must avoid digital overload and a growing sense of “sameness” in the digital space, writes Daniela Barletta, Strategist at Initials…