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Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques.
In this section we show techniques and examples of how to plan and execute effective integrated marketing campaigns to attract more people to your sites or engage with your brand. If you want to maximize reach of online campaigns and to acquire new customers online you have to work hard to master the full range of RELEVANT online and offline marketing communications tools or digital media channels. The starting point in improving your traffic for existing companies is reviewing your current mix of traffic using the standard last-click approach.
2 Campaign insight a€“ which data about customer and competitor behaviour is available to inform our campaign?
Integrated campaign planning involves selecting the right mix of these marketing tools or channels to reach and influence your audience and so meet your campaign objectives.
This chart from the traffic mix post above shows a typical referrers from sites using Google Analytics. Brand Republic - A traditional marketing magazine with the online portal covering digital marketing campaigns well in different channels and its Wall Digital Marketing Blog.
These are the related techniques which we recommend as important for managing Marketing campaign planning effectively. During his presentation the BEREC Chair pointed out that more than thirteen years after its inception the regulatory framework needs to be adjusted to current market dynamics, developments and changing consumer needs. The BEREC Chair concluded his presentation by confirming that BEREC is ready to take up its role and to provide input based on its expertise as previously done. On 22 March 2016 the European Commission informed the Austrian National Regulatory Authority TKK and BEREC about its serious doubts considering that a draft measure concerning the market for wholesale call termination on individual public telephone network provided at the fixed location and the market for wholesale voice call termination on individual mobile networks in Austria would create a barrier to the internal market. Following its role and rules BEREC adopted its opinion, stating that the expressed serious doubts by the European Commission are justified. On 20 April BEREC Chair Wilhelm Eschweiler took part in the 10th Annual Digital Regulation Forum, London, United Kingdom.
During his speech, Wilhelm Eschweiler also paid attention to the priorities of NRAs taking into account the changing technological and competitive landscape. The event brought together more than 150 policy makers, regulators, operators and investors to understand the various perspectives to further advance the regulatory framework.
During the discussion the BEREC Chair emphasized, that the further development of the Internet of Things is a central task with implications not only for economy but also for society in general. Wilhelm Eschweiler also informed the participants in some more detail about the BEREC Report on enabling the Internet of Things, which has been approved for publication during the 26th BEREC plenary in Rotterdam on 25 February 2016. In order to discuss the BEREC perspectives on the Telecoms framework review and the Telecom Single Market deliverables (Net neutrality and International Roaming), the BEREC Chair Wilhelm Eschweiler took part in the IIC Telecommunications and Media forum on 16 March 2016 in Brussels. BEREC Chair 2016 Wilhelm Eschweiler took part at the BEREC – GSMA regulatory roundtable, which was organized during the Mobile World Congress in Barcelona, Spain.
In his presentation, the BEREC Chair highlighted key topics of BEREC’s work programme this year in a wide field of regulatory aspects. Following its role and rules BEREC adopted its opinion, stating that the expressed serious doubts by the EC are justified. BEREC Chair Wilhelm Eschweiler presented BEREC opinion on Review of the Telecoms Framework at a meeting of the Committee on Industry, Research and Energy in the European Parliament in Brussels. Regulatory details to be defined bottom-up by national regulators as they know best their national markets. Regulation, co-regulation and deregulation to be applied according to the needs of the respective markets.
BEREC Net Neutrality Expert Working Group co-chair Frode Sørensen took part in the #NetCompetition seminar on 26 January 2016 in the European Parliament in Brussels, where he presented BEREC work to develop European Net Neutrality guidelines.
In order to consult stakeholders at an early stage, BEREC held stakeholder dialogue meetings in December 2015. The workshop was jointly organised by Italian National Regulatory Authority AGCOM and International Institute of Communications with the aim to provide the participants with more understanding of the topics related to the digital Europe in times of digital evolution seen from policy, regulatory and market perspectives.
The BEREC Chair gave the opening keynote speech, given special focus on competition and investment, stating as a main principle that the promotion of competition is the main driver for investment in new infrastructure. This event took place after the Plenary of Regulatel (the Latin America Telecoms Regulators Forum), with which BEREC has a cooperation MoU. On 15 October 2015, at the Sheraton Brussels Airport Hotel, the Body of European Regulators for Electronic Communications (BEREC) gathered together more than 180 participants for the 3rd annual BEREC Stakeholder Forum.
During the 3rd BEREC Stakeholder Forum, the participants were also introduced to the BEREC draft report on Enabling Internet of things.
The last session of the Stakeholder Forum was dedicated to the future opportunities and challenges for Europe in the digital ecosystem. The 3rd Stakeholder Forum was web-streamed and the recorded videos and presentations will be available at the BEREC website. During his closing keynote speech, the incoming BEREC Chair highlighted the upcoming challenges for the telecoms policy and the BEREC role in the upcoming Framework Review. In order to discuss the trends in the international telecommunications industry, technical and legal issues, new trends related to the development and convergence of technologies the annual conference TELCO TRENDS 2015 took place in Riga, Latvia.
Developments in technology, in the electronic communications and related markets, as well as the continuous change in consumers’ needs, expectations and behaviours, is affecting all sectors of the economy and society, resulting in a new digital economy.
Additionally, consumers will demand hyper connectivity, superfast broadband, wide coverage, high-quality experience, and service ubiquity. The main regulatory challenges are related to the fair treatment of players on new and cross-sectorial markets, demand take-up, and the promotion of competition as the main driver for investment in new infrastructures. Fatima Barros, BEREC Chair 2015 at the Digital Business Summit: roaming has been a complex topic in Europe, and the agreed time framework is short. On 7 July, 2015 APDC (Portuguese Communications Development Association) held the Digital Business Summit in Lisbon, Portugal.
The BEREC Chair emphasized that roaming has been a complex topic in Europe, and that the agreed time framework is short.
The Digital Business Summit gathered together all players in the digital ecosystem – operators, consumers and regulator for a debate on goals and objectives, as well as the role of European regulation. At the end of the Summit the participants adopted a joint declaration, which can be consulted here.
Participants agreed on the added value of maintaining this cooperative regulatory dialogue between Europe and other regions of the World, namely Latin America, North Africa and Middle East, as well as the Eastern Europe, aiming at exploring ways to promote future joint working groups, as well as to have such a similar Summit in the future. In order to discuss the digital priorities for 2015 and key EU regulatory issues, on 23 June the telecom operators, the EU institutions, regulators, academics, investors and other industry stakeholders gathered at the ETNO-MLex Regulatory Summit, which created a platform for up to 200 high-level delegates.
The BEREC Chair Fatima Barros stressed that the Body of European Regulators for Electronic Communications welcomes the Digital Single Market overall goal and expressed willingness to assist the European Commission in the implementation of the DSM strategy, especially as regards the review of the regulatory framework.
In her speech, the BEREC Chair addressed the digital divide between rural and urban areas emphasizing that action is needed to avoid a new digital divide and make every EU citizen have access to 30 Mbps by 2020.

On 15 June, the BEREC Vice-Chair, Lidia Kozlowska, on behalf of the BEREC Chair 2015 Professor Fatima Barros, participated in the 10th Annual European Spectrum Management Conference in Brussels, Belgium. During her speech, the BEREC Vice-Chair emphasized the importance of spectrum for the networks and services regulated by the NRAs in BEREC. The 10th Annual European Spectrum Management Conference was an opportunity to discuss major spectrum issues in the context of the forthcoming WRC-15 and developments at a European level, such as the continuing drive towards an internal digital market and the expected release of the 2nd Radio Spectrum Policy Programme. On 30 April 2015  the European Commission informed the Dutch National Regulatory Authority ACM and BEREC about its serious doubts considering that the draft measure concerning the wholesale local access provided at a fixed location in the Netherlands. Following its role and rules BEREC adopted its opinion, stating that the expressed serious doubts by the European Commission are not justified.
BEREC takes note of the adoption by the European Commission of a Communication to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions on a Digital Single Market Strategy for Europe.
Through close and continuous cooperation with the European Commission, BEREC is pleased to contribute its expertise to the process and, in the exercise of its statutory duties, is looking into possible areas of adjustment to the current electronic communications legislative framework where this seems appropriate. On 26 March 2015 the European Commission informed the Finnish national regulatory authority, Viestintävirasto and BEREC about its serious doubts considering that a draft measure concerning the market for wholesale voice call termination on individual mobile networks in Finland would create a barrier to the internal market.
Following its role and rules BEREC adopted its opinion, stating that the expressed serious doubts by the European Commission are justified. On 11 May, 2015 the BEREC Chair 2015, Professor Fatima Barros participated in the 2015 edition of the annual Internet of Things (IoT) European Summit in Brussels, Belgium. The Internet of Things European summit examined the current IoT ecosystem and explored the role of IoT within the different verticals in Europe.
On18 March 2015 the European Commission informed the German National Regulatory Authority BNetzA and BEREC about its serious doubts considering that a draft measure concerning call termination on individual public telephone networks provided at a fixed location in Germany would create a barrier to the internal market.
A delegation from the European Parliament Committee on Industry, Research and Energy (ITRE), has visited the BEREC Office and held a meeting with BEREC representatives. The first part of the visit was dedicated to the BEREC Office, the European agency located in Riga, Latvia.
Panos Karaminas, Head of the Programme Management Unit of the BEREC Office, illustrated the main projects that are currently being carried out by the Office in the interest of BEREC.
At the end of the meeting, ITRE representatives and BEREC expressed their great satisfaction with the outcomes of the visit to the BEREC Office of a delegation of the European Parliament. BEREC is composed of a Board of Regulators consisting of the Heads of the 28 national regulatory authorities (NRAs).
BNetzA: The Federal Network Agency for Electricity, Gas, Telecommunications, Post and Railway, or Bundesnetzagentur as it is commonly known, promotes effective competition in the regulated areas and ensures non-discriminatory access to networks in Germany. On 4th March BEREC organised an Accessibility Workshop, a public event dedicated to the accessibility of electronic communications services.
The workshop will serve as a valuable input to BEREC’s update to its Report on Equivalent Access and Choice for Disabled End Users and BEREC will continue to follow the issues raised during the event.
A number of recommendations and suggestions were made (directed to BEREC and to stakeholders) to improve policies and business practices and help promote equivalent access and choice for end-users with disabilities. On 4 March 2015 in Brussels BEREC presented the results from its 22nd plenary meeting, which took place on 26 and 27 February 2015 in Bern (Switzerland) and the BEREC public Workshop on Oligopoly Analysis and Regulation which took place on 25 February 2015 prior to the plenaries.
The Administrative Manager of the BEREC Office, Lazslo Igneczi, presented the new approach to more transparent communication, presenting the tools the BEREC office use for communication.
Draft report on oligopoly to be approved in the BEREC 23rd Plenary meeting in Bergen, Norway in 6 June and definitive report will be published on December, 2015. The Workshop had the objective to trigger additional reflection regarding the application of the existing regulatory framework to oligopolistic situations and their impact on the market regulation.
The main speakers at the event included the BEREC Chair, representative of the Chief Competition Economist at DG Competition (European Commission), the Heads of ComCom and RTR and representatives of the following stakeholders: ECTA, ETNO, GSMA, EAFM and Cable Europe. BEREC discussed the future of the sector in 5 years under the leadership of the BEREC Chair 2015 a€“ Prof.
BEREC held its first Plenary meeting of the year in Bern, Switzerland, on 26 and 27 February 2015. During the Plenary meeting BEREC members discussed the main challenges that the sector will face in the next five years, in an attempt to identify potential bottlenecks to be addressed by the next review of the EU regulatory framework. BEREC will hold a public workshop on equivalent access and choice for disabled end-users on 4 March in Brussels, which will inform the update of BEREC’s previous report on this issue.
Finally, BEREC published its 14th benchmark report on roaming, under the Roaming III Regulation adopted in 2012. This was the first BEREC Plenary meeting under the chairmanship of Fátima Barros, President of the Portuguese Regulator, ANACOM. They will help you quickly understand how to make the most of the technique through definitions and recommendations on our member resources and blog articles covering strategy, best practices and the latest statistics. This famous line proved true in the 1989 film Field of Dreams, but unfortunately, it doesn't apply to gaining sales whether they're via you desktop site, mobile site, social media presence or offline channels. If you're investing a large amount in media and have a complex product involving multiple touchpoints and visits to your site then media attribution will be important. If you're looking for a template to structure yours, see our Word campaign planning template. Goal setting and tracking a€“ which specific goals should be set for online campaigns and how do we measure success?
Budgeting and selecting the digital media mix a€“ how should we set the budget and invest inA different forms of digital media?
Integration into overall media schedule or plan a€“ how should we plan the media scheduleA which incorporates different waves of online and offline communications?
Wilhelm Eschweiler recently participated in the Internet and Cable Expo (INTX), which took place on 17 May 2016 in Boston (USA).
With a forward looking approach the framework needs to be flexible enough to cope with a fast changing digital ecosystem.
The event aimed to promote the discussion of the regulatory landscape in the European telecoms market and to gain valuable insight into the review of the regulatory framework. This should be done while preserving what is at the root of its success – its underlying principles. The BEREC Chair Wilhelm Eschweiler took part in a panel discussion on so-called 4th Industrial Revolution: The Internet of Things and key policy challenges across the Atlantic. Against this background  he stressed the vital importance to have an enabling policy framework in place to unleash the potential economic and social benefits of applications for business and consumers.
Bringing together representatives from the European Commission, the European Parliament, regulatory bodies and leading industry players, the IIC Telecommunications and Media Forum looked at how plans for the Digital Single Market are evolving and the challenge of balancing economic goals with consumer protection and sustainable development. It is important to bear in mind that achieving these European connectivity targets presents a different set of challenges in different Member States and more general needs a mix of different instruments.
The 2016 event focused on a large number of hot topics - for example - fibre-enabled services like eHealth, eGovernment financing and marketing of FTTH networks.
These meetings focused on discussing the meanings of the provisions on reasonable traffic management, specialised services, transparency measures and commercial practices, including zero-rating.

This is especially true in the context of the long term connectivity needs of the EU, which has now a new strategy for the Digital Single Market (DSM).
Barros also participated at the panel on NGN regulation, focusing not only on asymmetric and symmetric regulatory remedies, but also on initiatives of co-investment aiming at fostering investment at fibre networks.
Topics for discussion were the BEREC Work Programme 2016, a BEREC report on the Internet of Things, and an open session on the challenges and opportunities for Europe in the digital ecosystem. The participants of the forum recognized BEREC’s importance in assisting the European Commission on the Regulatory Framework review and were invited to pay more attention to investments in the internal market. New opportunities for growth and innovation are emerging in Europe, and it is crucial that the new regulatory requirements and challenges are anticipated and addressed at both national and European Union level, in a coordinated way. Therefore, to make the most of the European digital economy, it is necessary to break down existing barriers, and use a holistic approach to promote the required cross-sectoral measures.
In order to meet the long term connectivity needs of the European Union, exploit innovation and capitalize on the new digital economy, European regulators will need to have an active role and regulate and deregulate as and when needed. The BEREC Chair 2015, Fatima Barros gave the keynote speech on the Digital Single Market, also stressing the recent agreement among the Council and the European Parliament on the Telecom Single Market, namely the abolishment of roaming tariffs by 2017 and the advancements on net neutrality. The conference brought together more than 250 delegates and top level speakers, including the key European decision makers and representatives of the global spectrum communities. Efficient spectrum management is crucial for proper functioning of competition and the achievement of the goals set out in the Digital Agenda 2020. More specific information about the serious doubts of the European Commission and BEREC’s assessment can be found here. BEREC appreciates the holistic approach to promote cross-sectoral measures, considering all factors that have an impact on the completion of the digital single market.
BEREC would be glad to share with the EU Institutions its ideas on the specific solutions that the EC will propose. The summit brought together more than 200 delegates, including the key European decision makers and leading industry stakeholders.
Additionally, the BEREC Chair highlighted the need for telecom operators to develop new business models in order to be part of the new value chain. Fátima Barros, BEREC Chair 2015, welcomed the ITRE delegation to Riga and explained briefly the role of BEREC and of the BEREC Office. BEREC advises the European Commission and its member NRAs, and assists the European Parliament and Council, on issues related to the application of the EU regulatory framework for electronic communications.
Fátima Barros) and there was active participation from around 70 representatives from regulators, manufacturers, disability associations, service providers, independent experts and from the European Commission.
These covered areas such as better monitoring, accessible information and better regulation. In order to emphasize the BEREC commitments to increase the transparency, for the first time the public debriefing was live streamed and the videos will be later available also on BEREC Youtube channel. The workshop benefited from the active participation of stakeholders, as well as from NRAs from markets which have experienced recent market consolidation. This was the first of a series of sessions for exchanging views with the European Commission aiming at supporting the Commission in its undertaking for the legislative review, in the context of the Digital Single Market (DSM). But first, you need the right campaign concept which will engage your audience and be shareable. He expressed some views on the review of the regulatory framework for electronic communications in Europe from the perspective of BEREC.
He underpinned that first of all the framework review is part of a wider Digital Single Market strategy by the European Commission. In BEREC’s view the balanced set of objectives (promotion of competition and investment, the Internal market and end-user interests) is still valid and fit for purpose. Focusing our view on future access regulation effective competition will remain key to meeting Europe‘s high speed broadband connectivity ambitions. Eschweiler emphasized, that the BEREC Work programme 2016 is seeking to address current regulatory challenges aiming to prepare for new challenges ahead resulting from market and technological developments.
Further, while referring to the financial crisis effects on the telecom sector, as well as to the competitive pressure that telecom operators currently face within the sector and also from the new market players (OTTs), Prof. The evolution of the Internet and Internet-driven services like the presence of Content and Application Providers, the Internet of Things and Machine to Machine, Cloud Services and Cloud Computing, mean that some services will increasingly become available independent from location, device or platform.
The Digital Single Market Strategy for Europe presented by the European Commission last May, goes in this direction and identifies the key role of telecommunications and the importance of appropriate regulation. The meeting has been hosted by the Spanish National Authority For Markets and Competition (CNMC). The Vice-Chair stressed that radio spectrum, though not a core competence of BEREC, remains an important part of its work and BEREC maintains close relations with relevant parties working on this subject matter, especially with the Radio Spectrum Policy Group.
Finally, she mentioned that BEREC is working in close collaboration with the European Commission on the identification of the main regulatory issues that should be considered in the review of the regulatory framework for electronic communications.
BEREC seeks to ensure fair competition and consistency of regulation in the internal market for electronic communications, for the benefit of European consumers. More information about the specific topics for discussion can be found in the documents provided in the current section of the BEREC website. Cardani (AGCOM) presented and discussed the broadband situation in Europe and shared the BEREC views  on the way towards the Digital Agenda targets. Barros stressed the challenges deriving from the said DSM, as well as from the framework review, briefly pointing out BEREC initiatives at this level.
As part of the process to approve its annual work programme, BEREC is publicly consulting on the document. BEREC, the Body of European Regulators for Electronic Communications, will closely cooperate with the Commission in the Digital Single Market implementation and is already looking into possible areas of adjustment to the current electronic communications legislative framework. She outlined major trends in service usage and consumer expectations that need a relevant response. In particular, it provides expert advice on market definitions, analysis and remedies, on the definition of transnational markets, and on cross-border disputes and numbering issues.
The workshop was video-recorded and the recording will be made publicly available in the forthcoming days through the BEREC website. At the same time it is important to ensure a consistent and coherent approach between various initiatives and to be realistic enough to take into account that regulation on its own doesn’t solve all problems or meet all challenges around the Digital Single Market. BEREC also provides expert opinions on emerging challenges including the promotion of broadband, net neutrality and converging markets, and plays an active role in public discussions on these issues.

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