Christian Louca
Here is the foreword by Ruth Mortimer, Associate editor (features), Marketing Week:
There hasn’t been much good news for marketers in 2009. But when it comes to interactive marketing, there are a whole host of exciting initiatives taking place that promise great return on investment (ROI) for brands. As the number of online channels increases, more consumers than ever before are logging on to their desktop and mobile devices to meet their diverse shopping, entertainment and information desires. Broadband penetration in the UK has now reached 60% and mobile phone penetration in Europe has already exceeded 100%. With so many potential customers out there, businesses need to use as many techniques as possible to build up interest and generate spend on their own brands. It isn’t just a case of being able to reach people, however. It’s also vital to find the right ways to reach consumers, in the right places, with targeted messages that appeal to them. The extra challenge in the current climate is to do this as cheaply as possible. Marketers need to remember to be creative too. The web is often praised for its tools that allow marketers to measure the ROI of any promotional spend. But we should not neglect the innovation that online marketing can bring to a brand. While analytics and statistics are vital for ensuring that campaigns can be effectively analysed, it is now more important than ever that companies bring flair and originality to their work.
This comprehensive look at all elements of marketing in the online and mobile areas. From the measurable disciplines of search and affiliate programmes to the creativity of social media, it all adds up to a very exciting range of tools, ideas and strategies for marketers.
Please find the full pdf supplement here:
