What we discovered about the growing use of digital media and tech which will inform our strategies for next year
2016 looms around the corner, and will be upon us before we know it. The busy and hectic world of digital marketing always has its eyes on the next year, interested to see what the latest new tool will be or what exciting new developments some of the big platforms in digital marketing have in store. This is important, but it is also useful to remember how far we have come. With that in mind we thought we'd look back over our research and research from others published throughout 2015 and summarize some of the great insights about the state of digital marketing we have gleamed in 2015.
Digital Marketing Priorities 2016 Summit
Three B2B content marketing case studies
The increased focus on content marketing has continued , a trend highlighted by a number of studies surveying marketers’ top priorities:
The content marketing boom is also reflected in the relative search volume trends for phrases related to content marketing:
Content marketing can be defined as the strategy of providing valuable, relevant, quality content that customers want in order to attract and retain a clearly defined audience.
This definition certainly applies to a number of notable case studies, particularly those involving Coke, Disney and famously Red Bull and Felix Baumgartner's space jump in 2012. However, whilst these are all very valid and useful examples of content marketing at its best, they are all from consumer brands.
Content marketing is practiced…
Black Friday mobile traffic outpaces desktop
Black Friday can generate some crazy behaviour. People camp outside stores at night, crush each other trying to get to the hottest details, and sometimes even fight. One year a woman injured 20 people by using pepper spray to make sure she got her hands on an X-Box.
But there is another way - shop online! Customers are choosing to do so in ever greater numbers as more retailers 'get in on the act', and in 2014 mobile shopping outpaced visitors shopping from desktops for the first time on Black Friday. If you are getting ready for Black Friday and own an online store, you should consider how the site looks for mobile customers. How clear is it from a mobile device what the special offers are? Do you have a dedicated landing page just for Black Friday deals? And if so, is it responsive and optimised…
Use these tools to give your blogging a boost
Anybody who has ever owned a website knows how much hard work goes into creating, and then running and updating it, adding changes, uploading content and media, and keeping track of all the social media accounts tied into it. And that’s just the tip of the iceberg. The problem is, the only thing an end user sees is the content, which makes it the most important ingredient.
Coming up with exciting content is a bit tricky though, not just because everything has already been done to death, so it’s hard to come up with anything original, but also because once you set out to create it, it seems as if everything is turning against you and wants to prevent you from creating it. You name it: procrastination (although that one is on you), writer’s block…
Techniques to optimize opt-in rates for subscribers
Engaged subscribers are the centre of all successful email campaigns. Most marketers find it challenging to build a long list of subscribers and retain it over a period of time with the similar engagement and response rate. Given the inevitable unsubscribes from any list and some list members becoming inactive, maximizing opt-in is important to keep a list growing.
To summarize the techniques available to maximize opt-in EmailMonks teamed up with GetResponse to show methods to convert more visitors into subscribers with a better opt-in strategy.
It’s the time for most brands to have an immaculate opt-in workflow – here’s why?
According to one of the reports from Statista, overall website traffic has increased more than three-fold in the past 10 years. Moreover, only 9% of brands are utilising opt-in optimally. With so many visitors coming to your site, it is quite easy to build and grow…
Examples of the latest trends in creating desktop and mobile digital experiences
In this article I'm going to review the trends in digital experience design and some of the trends that I see will shape it in the coming year. As a designer and developer, I’ve written about such trends before, but this is the first year where I have started to notice the more significant changes I'll describe first.
In the web design/digital experience development community, there has often been separation between the way a website looks and the way a website works. This has generally resulted in differences of opinion between designers and developers. In recent years we have started to see this change, but for the first time we are seeing less of a divide with designers now paying serious attention to functionality and not just to form and design.
1. Artificial intelligence
Artificial intelligence will…
New announcement that Accelerated Mobile Pages (AMP) to start appearing in search in early 2016
Importance: [rating=5] (For Site Owners / Design and CX professionals )
Recommended source: Accelerated Mobile Pages project and latest announcement
Mobile page loading times are a perennial headache. It’s not that mobile devices aren’t up to displaying quality web pages - they can be. The problem is usually caused by long form content and in particular ads being extremely data hungry. The New York Times recently acknowledged in a strikingly honest article that it’s own home page loaded on iPhones twice as quickly if they had an ad blocker installed. Studies have also shown that some pages have over 3 times as much data in ad content as they do in actual useful content.
In an attempt to banish the scourge of slow load times on…
Non-profits need to use big data and mobile to present clear messages in 2016
2015 has seen charities gaining increased confidence to streamline, simplify and even surprise. With increasing demands from an ever increasingly digital savvy audience, standing still has not been an option.
The larger charities are capitalising on ever more sophisticated opportunities gained from insights and improved team working and systems. The best of the medium to small size charity websites are finding cost-effective ways to improve experience such as featuring user-generated content.
Digital Marketing Priorities 2016 Summit
Join us to learn the latest trends and techniques in Digital Marketing including a talk on Charity marketing from Lucy Conlan. Sign up now.
There are a host of encouraging trends in the sector, but these ones stand out to…
Examples showing how Products become media and a service
Marketers love new tech and new trends, sometimes they don’t get them quite right at first, or sometimes they nail them (e.g. Buzzfeed on Snapchat). One of the biggest technology trends right now is the Internet of Things, which promises to bring the connectivity of the Internet into every facet of our lives. Making our devices and homes smarter and more efficient. The internet of things promises to be a revolution on par with the original connectivity revolution that the internet has unleashed over the past twenty years.
There are expected to be 75 billion connected devices by 2020, meaning there will be ten times as many devices able to talk to one another as there will be people on the planet! The implications are huge and far ranging. All this sharing of data will transform the way we live our lives. Yet…
Use the latest Facebook ads with ease
There's been an exciting new development in the world of Facebook advertising - video ads made up from a sequence of static images. They are called Slideshow Ads and are an option for a number of the common ad objectives.
Video has been where it's at on Facebook for some time now. And new (novel) ad formats generally tend to get good traction anyway, so I decided to try one in anticipation of our Black Friday sale at Musicademy.
What you need
A series of static images
Power Editor (and a bit of knowhow on using it)
Copy, landing page etc etc as per usual
What you do to create an ad
Create your Campaign and Ad Set (targeting, etc) as you usually would in Power Editor. Check the Instagram placement at Ad Set level if you want the ad to show there too.
Create an Ad - select "Ad with…