Our Research

We spend a lot of time developing our thinking about search and social media. In addition to our publications we have a lively debate on Connect, our blog.

ebooks

New - Brands in Networks

"The phenomenon of sociality changes everything when it comes to the media."

An e-book that considers how open online networks are revolutionising the position of brands and the role of marketing. Antony Mayfield outlines why brands must embrace complexity, and suggests ways that they can learn from the web's most successful innovators to date

Download Brands in Networks: / PDF (3MB)

What is Social Media?

"Social media lets us be ourselves - only more so."

An e-book by Antony Mayfield that introduces the different forms of social media - from blogs and social networks to wikis and virtual worlds - and outlines how they are already transforming the world and our perception of it.

Download What is Social Media?: / PDF (3MB)

 

Whitepapers

Optimising for Users not Search Engines

There are two long-term trends that digital marketers need to bear in mind when thinking about their approach to search engine optimisation.

For one, while not perfect, search engines (led by Google) are getting better by the day. Google's explicit aim – to develop its services for users, rather than for advertisers – has successfully guided it to dominate search.

Second, the web is becoming dominated by social media. Data research specialists IDC expect that, by 2010, 70% of the web's content will be created by individuals. It marks the end of the industrial media age – and the emergence of the network as the system by which people will disseminate information.

Read more: / Download PDF (0.5MB)
 

Trademark Turf Wars

Universal search, mobile, video, local – all hot interest areas for paid search at the moment, but one of the most controversial and hot topics, as many of you will have seen in the press, is the recent announcement by Google around trademarks.

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Automotive - Understand & Engage with your Customers

Developments in online social networking have meant that traditional marketing techniques have less impact on today’s consumer. People base decisions less on manufacturer marketing than they used to. Social networking means that the route to information is no longer linear, controlled by the manufacturers and dealers. There are now many other ways that consumers can find, evaluate and share the information they need.

Read more: / Download PDF (1.5MB)

 

Perspectives