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Chart of the Week: Changing customer behaviours driven by technological developments are seen as offering the biggest opportunities and challenges to marketers

The change in customer behaviour driven by technological developments is the biggest trend that marketers believe will offer the biggest opportunities and challenges in digital marketing. A new survey from ClickZ found that over half (50.7%) of US marketers believe that new tech leading to changes in behaviour is the marketing trend that people need to pay attention to over the next 12 to 18 months. Technology like voice assistants, as well as continuous changes to social media, offer a range of opportunities to target new audiences or offer easier ways to shop. However, each technological advance brings with it a unique set of challenges that marketers also need to deal…

Chart of the Week: The majority of marketers find influencer marketing to be an effective strategy, but it doesn’t come without its challenges

Influencer marketing has become a popular tactic for a number of brands, whether they’re using well-known names or micro-influencers. In fact, according to new research from Mediakix, 80% of marketers find influencer marketing to be an effective strategy. Almost half of marketers (45%) said they find influencer marketing effective, with a further 35% saying they find it very effective. In comparison, only 5% said influencer marketing was an ineffective tactic, while15% were neutral on the topic. This suggests that getting your influencer marketing campaign right - finding the right people to work with, promoting the best products or services and having them share content across channels that suit your audience – can help you…

Chart of the Week: 36% of people have used visual search and over half say that visual information is more important than text when shopping online

Over a third of people have used or performed a visual search, according to new research from Intent Lab. A total of 36% of survey respondents said they have used visual search, which is the same rate as those who have performed voice searches, showing that search is changing. As well as the rise of visual search, 59% also said that visual information is more important than text, showing that you should be incorporating visuals into all aspects of your marketing strategy.

Mobile is more visual

When it comes to visual search, mobile is the most popular device with 53% saying their smartphone is the main device they use for this…

Chart of the Week: 43% of brands strongly agree that voice ordering offers e-commerce brands a big opportunity

The majority of e-commerce brands view voice ordering as an opportunity rather than a threat, suggesting that e-commerce companies should start to look at incorporating it into their future sales strategy. According to Feedvisor’s new survey, 43% of brands strongly agree that voice ordering is an opportunity, with a further 26% saying they somewhat agree. In comparison, when asked if voice ordering is a threat for e-commerce brands, just 27% said they strongly agree that it is while 18% said they somewhat agree. A total of 55% said that they either somewhat or strongly disagree that this form of ordering is a threat. This shows that there is still some confusion as to whether voice assistants are…

Chart of the Week: 53% of traffic to online stores comes via mobile devices, but this translates to just 32% revenue

While the majority of people browse sites via a mobile device, it seems that the majority of purchases are still made via desktop. According to Wolfgang Digital’s KPI Report 2019, 53% of traffic comes from mobile devices, but mobile accounts for just 32% of revenue. However, this is actually an improvement on last year’s finding, with revenue on mobile device increasing by 23%, suggesting that it is now becoming easier and more convenient for people to press ‘buy’ on their smartphone. In comparison, desktop accounted for 37% of traffic but over half (56%) of revenue, showing that larger purchases are still being made via computers. Tablets only took a small share of the overall market, with 10%…

Chart of the Week: More than 1.12 billion accounts spread across Snapchat, Instagram, Facebook, Facebook Messenger and WhatsApp now watch or create Stories every day

When it comes to social media marketing trends, Stories is the big one you need to watch. More than 1.12 billion accounts spread across Snapchat, Instagram, Facebook, Facebook Messenger and WhatsApp now watch or create Stories every day, representing a 987% increase since the start of 2016. It isn’t just individual users that are causing Stories to grow hugely in popularity, more brands, companies and marketers are making the most of them. Buffer’s State of Social 2019 report has found that 57% of brands have found that Stories have been an "effective" part of their social media strategy.

The effectiveness of Stories

Of the…

Chart of the Week: 50% of marketers say that personalizing content and experiences is a key challenge for social media in 2019

Personalizing your social media strategy is key to success in 2019, according to Hootsuite’s Social Media Trends research. Highlighting five of the top trends for the year ahead, Hootsuite found that rebuilding trust is a big must, which could be achieved by personalized content – especially as 50% of survey respondents say this is a key challenge for 2019.

Personalized content could help rebuild trust

Considering the amount of hot water that some social media platforms have been in recently, it’s no wonder that rebuilding customer trust was named as the top trend to be aware of. Facebook is still feeling the waves caused by the Cambridge Analytica scandal, with a huge number of people calling on the platform…

Chart of the Week: 28% of businesses are putting marketing automation in place in a bid to drive new intelligence

Businesses are implementing marketing automation in an effort to drive new insight. A global survey by CleverTouch asked marketers the main business reasons for the adoption of marketing with the ability to drive new intelligence coming out top, with 28% of respondents selecting this reason. Joint with this reason was also content management and customer journey mapping, as well as change management and the re-invention of marketing. These reasons were also each selected by 28% of respondents, showing that there are many benefits offered by the various types of marketing automation available. Other business reasons for the adoption of this type of technology were improved information management and intelligent routing (27%) and increased business efficiency…

Chart of the Week: Almost half of marketers now use to content to drive over 50% of their marketing campaigns, showing that content really is still king

Content marketing is being viewed as the future of marketing, according to research conducted by the World Media Group. Marketing that’s driven by content is on the rise with almost half (45%) or marketers saying that over 50% of their campaigns are content-led. On top of this, 78% of all respondents and 85% of agencies said that they see investment in content marketing growing over the next few years. With so much focus being put on SEO performance, these findings make sense, as more marketers aim to increase their rankings through the use of targeted and SEO-focused content.

Most popular content for investment

The survey revealed that the next 12 months will likely see…

Chart of the Week: 64% see increasing leads for their business as being the primary objective for their marketing strategy

When it comes to marketing strategy goals, increasing the number of leads or sales prospects is the primary goal for the majority of marketers. According to new research from Ascend2, 45% of marketing influencers believe that the primary objective for a marketing strategy is to provide sales with more leads. Other popular marketing strategy objectives according to the survey ‘Marketing Resource Effectiveness’ were to improve brand awareness and increase customer acquisition, which both came in at 61%. Just over a third (34%) of respondents thought that improving engagement and nurturing was a primary objective for a marketing strategy to achieve. At the bottom of the table of objectives were improving user experience…

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