Interactive Seven 2009 Supplement - Marketing Week

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FOREWORD
Now, more than ever, is the
time for flair and creativity
DIGITAL
DISCIPLINES
Search 7
Email 13
Affiliate 17
Web 2.0 23
Online 27
Mobile 33
CAMPAIGN
PLANNING
User-centred design 39
Analytics 43
Ad networks 45
Convergence 47
Directory 48
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 Marketing Week Interactive supplement provides a
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.
Ruth Mortimer
Associate editor (features), Marketing Week
Editor Ruth Mortimer Contributing and commissioning editors Joseph Fernandez, Daney Parker Contributing editor David Benady Contributing writers Camille Alarcon, David
Benady, Joseph Fernandez, Sarah Forsey, Steve Hemsley, Caroline Parry, Archana Venkatraman Production editor Anita Chaplin Sub editors Toby Rosenbloom, Teresa Waddington, Tim
Weissberg Ad production Geoff Ball Display ad director Duncan Siegle Display ad manager Richard Gordon Project manager Oliver Hunt Publisher Sarah Gilchriest
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Marketing Week Interactive 3