Digital Marketing Trends for 2017

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


Make sure you don't fall foul of these common but expensive AdWords mistakes

When it’s used correctly, Google AdWords can be a fantastic way to drive relevant visitors to your website and generate new enquiries or online sales for your business. AdWords works well for all sorts of products/services and you don’t need a huge budget to get started. Plus, it’s quick and simple to set up a basic AdWords campaign even if you’ve never done it before.

And that’s where the problems start. Yes, it is very easy for a beginner to set up and run their own AdWords account, but if you just accept all the default settings and don’t take the time to properly understand all the finer points of how AdWords works, you’ll end up spending a lot and getting very little return on your advertising budget.

Here we provide a list of the top 10 most costly Adwords…

3 critical areas you will need to invest in to have a successful 2017

“In the middle of difficulty lies opportunity.” Albert Einstein 

Well there were plenty of difficulties for digital marketers in 2016, so let’s start 2017 by focusing on opportunities; i.e. good things which are available to those who recognise the challenges and tackle them with a positive attitude…

So here are my 3 big opportunities of 2017:

 1. Finding and buying great Creative ideas

Some marketers seem to believe (digital) marketing is all about the technology but no…it’s (still) mainly about creative. Brands connecting with people. Entertaining, informing, providing value in return for their time, attention and money. Words, pictures, videos, IDEAS which resonate. Desired reactions would include:


“That’s so true.”



“I know what they mean.”

“Yes - same!”


“Oh, that’s interesting…”

“Hello. He’s fit.”

“Wow - that’s useful…”

(or just quietly watching, listening, engaged…).

Check out this case history:

The Next Rembrandt by Dutch Bank ING Group and Microsoft (Cannes Cybers Lions…

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.

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