Digital Marketing Trends for 2017

Essential Digital Marketing megatrends that will give you the edge in the new year


The right vendor depends on your own personal requirements

Marketing Automation vendors are not one-size-fits-all. It is important that you choose the right vendor for your specific business requirements as B2B companies have more complex and longer buyer journeys and more people involved in the buying process. Your Marketing Automation platform selection should focus on finding the best fit with your business plans, resources and company culture. There are several ways to navigate the selection process, including a formal RFP (Request for Proposal) for shortlisting vendors to running in depth demonstrations. Here are six steps that will help you in this process.

1. Define Your Business Goals

In order to know what a Marketing Automation vendor should be able to deliver in terms of features and service, it is important to clearly define the business challenges or opportunities that you are facing. Describe the gap between the current situation and the desired state.…

Our interview with Template Monster's CEO, David Braun

What are the challenges and success factors in creating online startups serving small businesses? To shed light on this with a case study, we spoke to David Braun about why he founded Template Monster and where he is taking the businesses during an interesting time for web developers looking to serve small businesses.

How did you come to a decision to start template monster ?

David: It all started quite a long time ago, although it seems as if it were yesterday. TemplateMonster wasn’t created from scratch, it was based on a local web development agency. We owe the idea of TemplateMonster to the customers who didn’t need a custom design, they needed a cheaper solution. At the moment we didn’t have anything that would meet their requirements. Once I saw a designer working with his templates and that was the moment when the idea…

A process for creating a multichannel marketing plan combining the SOSTAC® and RACE frameworks

At the start of each year we refresh our planning frameworks and the infographics to help visualise them and 2017 is no different. At this time of year, many are reviewing their options for growing their business using improvements to their multichannel marketing.

Our Multichannel Marketing Growth Wheel infographic gives a visual view of key planning activities that are needed as part of the process of producing an integrated digital marketing or multichannel marketing plan.

We originally created the Marketing Growth Wheel infographic back in 2012. In his post introducing the infographic, Dan Bosomworth explained:

"Our Growth Wheel uses a standard SOSTAC® approach to planning, but applied to using digital technologies and…

Chart of the day: Website lead response management research

If you're involved in a business where you collect leads from your website you will know the importance of timing - 'timing is everything'. For example, for a financial services or travel company who offer brochures for download, phone follow-up is still often an effective technique if the profile of the lead fits. Of course, within B2B marketing, this approach is even more common when offering whitepapers to help prospects learn about a product or solution.

Today's chart-of-the-day isn't as recent as most we feature, instead it's a classic study designed to identify what day of week, time of day and time from creation to call back a web-generated lead for optimal contact and qualification rates.

The full report summary gives details on contact times (similar to best mail contact days Wednesday and Thursday are far more effective than other days and surprisingly, 4…

How to assess the value of blogs to your site and business

For most businesses, blogs are part of the online furniture, every office is expected to have one. Occasionally though, their value may be called into doubt, whether it’s by a client or your sales director or marketing manager. And rightly so, they may be expected, but often they are created separately on a different platform and aren't well integrated into customer journeys. The purpose of this article is to help you not only answer these questions with some confidence, but also demonstrate the hidden value of this type of content in an online sales environment.

The purpose of this article is to help you not only answer the question of value and ROI of a blog with some confidence, but also demonstrate the hidden value of this type of content in an online sales environment. 

[Editor's note: Although Sam's useful post…

Expedia give their top strategies for growing new Ecommerce stores

Expedia launched in 1996. That makes us ancient by internet standards. But the benefit of having been around so long is that our team witnessed the rise of e-commerce, and we learned some priceless lessons in the process.

Twenty years after Expedia opened its virtual doors, e-commerce is now booming. Global e-commerce revenue reached nearly $1.2 billion in August, and experts predict more than 10 percent growth annually. Billion-dollar projections are usually cause for celebration, but not everyone sees it that way.

Some people view e-commerce’s explosion negatively because competition is stiff and getting stiffer. Everyone wants in on this lucrative industry, but more than 90 percent of online startups fail within four months. With nothing but growth on the e-commerce horizon, the rate of launches and failures can only increase.

The key trends that business-to-business marketers need to act on in 2017

Since we're now well into 2017, it's a natural time for all marketers to review the marketing tactics they've used this year and assess their approaches against other businesses in the sector. For marketers involved in the B2B sector, there are some particularly pressing issues which, if they can be addressed will help 'feed the funnel' and develop more quality leads.

A good starting point for reviewing the trends that will make an impact next year is to think through innovation across all the main digital marketing channels. In our article on marketing trends for 2017, we asked marketers to assess the techniques which would give them the biggest uplift on business in 2017. The results show that the top rated techniques which should get focus next year are closely aligned with B2B sector, which has for the past…

Chart of the Day: How verticals differ in their email campaign performance.

Out of the top six sectors, who would rate their company's email campaigns performance as excellent?

The chart shows amazing growth from the print/publishing & media sector. To go from 40% effectiveness in 2014 to 73% in 2016 is astounding. This shows the importance of keeping up to date with current trends and getting the most out of your Email Service Provider (ESP).

At the other end of the spectrum are tech and telecoms. They are the only sector to be under the 56% average in 2016 for how it uses email. In fact, it has a 9% drop from 2014 to 2015.

It isn't surprising to find that those who don't have an email strategy or use email optimisation, end up having low-performance rates and poor Return on Investment (ROI) figures.

Don't get left behind with your Digital Marketing Strategy, follow these 7 Steps to Brilliant B2B Marketing!

Many Business-to-business (B2B) companies are already successfully getting great results  using digital marketing tactics like SEO, PPC, landing page creation, social media and email marketing linked to a CRM marketing automation system or a simple email autoresponse system.

But often, B2B organisations are not getting the most from today's marketing since they don't have a planned approach based on an integrated inbound marketing plan. To create an infographic showing the latest research on how companies are using inbound marketing, we've researched how B2B companies are using digital marketing. The results across different studies show that while many companies are delivering brilliant results,  many could do more.

Our updated infographic shows a planned approach based on our B2B marketing planning guide written by Rene Power and I. We originally published a similar infographic back in 2012, and this…

Google reveals what factors influence your sites 'crawl budget' and what you can do to boost it

Importance: For webmasters managing large sites (1000+ URLs) Recommended Source: Google Webmasters blog

Your site has to be crawled by Google if it's going to rank for anything. That's SEO 101. If areas of your site are not getting crawled, it means they won't be appearing in any SERPs and are a total waste of time from an SEO perspective.

If you have a small site with a simple URL structure, you don't need to worry about crawl budget at all. But if your site has several thousand URLs, or if it auto-generate pages based on URL parameters, then you might want to look at how you can increase your crawl budget. This post will outline what…

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