Interviews, insight & analysis on digital media & marketing

Strategy

Insight and opinion on digital business and marketing strategy.

Strategy

Are you a market maker or a market taker?

Last year almost 80 new businesses were created every hour in the UK. That’s easily more than half a million in 12 months – and if previous years are anything to go by, most of them will live to see their first birthday.

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…