E-consultancy - Matthew Finch's Blog

Would a Cost-Per-Engagement model attract advertisers to spend more online?

Fri, 27 Jun 2008 07:45:00 UT

Over the past few years, CPM has become the common currency for online advertising. But is the model still relevant?

Should we be buying online media based on engagement rather than just passive consumption?

In the current tough financial period, would advertisers be willing to commit more budgets online if customer engagement was guaranteed?

Brand engagement with Wii

Tue, 24 Jun 2008 08:30:00 UT

It seems that every day we read about the declining effectiveness of advertising. How viewers skip through the adverts, can switch off to the marketing noise, no longer respond to our messages.

Brands are increasingly looking at more diverse ways to engage consumers in their products, and I believe there is currently no better opportunity than the Nintendo Wii.

The New Media stock exchange

Fri, 13 Jun 2008 08:30:00 UT

I have issue with the process of online media buying. Agreeing a spend budget for the month, researching a handful of websites, a few phone calls to negotiate the rate, booking a volume of impressions, signing an insertion order before sending over the ad-serving tags.

It feels too rigid, too simplistic, but most of all too much like offline media buying! But is that all about to change?

Doritos invites user-generated TV ad

Wed, 7 May 2008 10:55:00 UT

Doritos, the tortilla corn crisp brand owned by PepsiCo, has launched a new online campaign to engage users with an interactive website, user generated content and strong links to social networking sites.

Historically, FMCG brands have been slow to embrace online marketing as they have struggled to deliver a compelling creative message and measure the effectiveness of their campaigns.

Please wait while the banner loads!

Tue, 25 Mar 2008 08:30:00 UT

I have just been checking my Yahoo Mail, which kindly displays a skyscraper ad on the right side of the screen.

Three practical tips for improving your email marketing

Thu, 20 Mar 2008 13:52:00 UT

Get email marketing right and it can deliver huge revenues for a very low cost.

Get it wrong and you are simply wasting your time, annoying your customers and damaging your brand. Here are 3 practical tips.

Travel: TV and Web work hand in hand

Mon, 10 Mar 2008 18:39:00 UT

January and February are always busy�months for the travel industry.

With post-Christmas blues and cold winter days, it is the time of year when a large number of consumers plan their summer holiday for the year ahead.

We take a look at how the travel industry is using TV and web to drive sales.

Overlay expands into press

Wed, 5 Mar 2008 11:05:00 UT

Flicking through my morning paper, its clear to see that the online overlay ad format has influenced Nissan in�its campaign to drive awareness of�it new model.

Can the affiliate model evolve?

Tue, 12 Feb 2008 10:00:00 UT

With the popularity of the last click model dwindling, do affiliate networks�need to evolve their approach�to tracking sales in order to remain a viable channel for advertisers?

Decision time for Yahoo

Mon, 11 Feb 2008 08:00:00 UT

Disappointing results, job cuts, the loss of�its former CEO and a takeover�approach from arch-rival Microsoft.

We take a look at�a tumultous�past couple of weeks�for Yahoo.

Killer creative or optimised results?

Thu, 7 Feb 2008 10:30:00 UT

Is it enough to have just�one killer creative execution, or are numerous variations required to achieve maximum performance?

With overall click-through-rates falling, advertisers are increasingly looking for ways to optimise online campaigns to improve results.

The big CPM squeeze

Tue, 5 Feb 2008 10:00:00 UT

With vast amounts of inventory available, increased competition and dropping response rates, many publishers are seeing their display advertising CPM rates falling.

The challenge is to offer advertisers increased flexibility and new formats in order to protect margins.

When email newsletters become spam

Tue, 29 Jan 2008 11:00:00 UT

The success of email newsletters�rests on�a delicate balance between regular communications and flooding your customer�s inbox.

I take a look at HMV�s email marketing efforts, which offer a lot but fail to deliver.

Paradise or Bust � the pros and cons of community

Wed, 23 Jan 2008 17:19:00 UT

The concept of Tribewanted.com is to develop a community existing both on an island in Fiji and online.

The project�s success is due entirely�to promotion via social networking, but this could also be�its biggest risk of failure.

How to measure online branding campaigns

Mon, 21 Jan 2008 18:18:00 UT

In an industry so accountable and measurable, it seems that some are using the excuse of delivering �brand awareness� to avoid the need to prove results.

Now P&G, one of the world�s largest advertisers, has spoken out for the need for change in the internet marketing industry.

Behavioural targeting delivers 600% uplift

Wed, 16 Jan 2008 12:00:00 UT

Are broad demographics really relevant in the online world? Is customer behaviour far more insightful to delivering�your marketing message?

Behavioural information allows you to develop a toolbox of techniques to improve the relevance of your online marketing, delivering for one client a 600% uplift.

RIP last click wins?

Mon, 14 Jan 2008 10:03:00 UT

Is it time to say farewell to the old model of assigning all the value to the last click? Many marketers want the ability to measure customers' paths to purchase and�understand the influences of each channel on a sale.

It would be a dream to accurately measure the impact of your TV ad on generating uplift�in an outdoor campaign, driving interest in your press ad, which subsequently delivers a sale.

But can this now be achieved online?

It's not all about the last click in search marketing

Fri, 14 Dec 2007 11:45:00 UT

One of the biggest challenges in paid search marketing is measuring the impact of generic keywords on your sales.

We all believe generic keywords have a brand-building benefit, but how can you accurately�measure this?

Mobile takes the web back to the 90s

Mon, 3 Dec 2007 07:48:00 UT

With mobile phone penetration significantly higher than PC ownership, why has mobile internet yet still to take off?

While many predict that mobile internet is set to explode, could its simplicity also be its biggest failing?

Targeted email marketing doesn�t need to be complex

Wed, 28 Nov 2007 12:47:00 UT

Being part of the IAB email council, I get to be involved in some interesting discussions about the future of the industry, the impact of social media on email and the next big thing.

However many companies are still to exploit the full benefits of email marketing, especially when it comes to database segmentation and targeting.