A step-by-step guide to producing a plan that will attract, engage and delight customers
Building a strong brand, attracting new prospects and retaining customers requires a strong integrated marketing strategy. This will use a combination of both outbound (push) and inbound (pull) marketing. For some businesses, such as start-ups, small local companies and even larger B2B companies with limited ad spend, outbound marketing can be expensive and risky. However, inbound marketing can be more accessible and focuses on building demand by giving people compelling reasons to come to you.
The term 'inbound marketing' originated in 2006, coined by Hubspot to explain how marketers can attract interested prospects using content marketing, social media and SEO. According to Hubspot:
"Inbound marketing is about creating valuable experiences that have a positive impact on people and your business."
Hubspot’s framework distills inbound marketing into three components.
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To know how to adapt, you must first identify the so-called ‘disruptors’ that are set to change the world of digital marketing as you know it
Perhaps you’re familiar with the often-misquoted Darwin aphorism, "It is not the strongest species that survives but those that are adaptable to change." While this concept largely impacts the field of biology, it may also be applied to technology and the different fields that use modern tech in making improvements.
One industry that is set to go through massive changes is digital marketing. Those who dabble in this field should be aware of the changes influenced by modern technology to stay relevant. But to know how to adapt, you must first identify the so-called ‘disruptors’ that are set to change the world of digital marketing as you know it.
Cloud technology has blown the doors of businesses wide open when it comes to gathering massive amounts…
While some word of mouth marketing is completely organic, you can also make a targeted effort to boost word of mouth and get more people talking about and promoting your brand
Word of mouth marketing has always been hailed by marketing experts as one of the most effective marketing strategies, way before the existence of social media and digital marketing in general. There’s a simple reason for that: people trust other people more than they could ever trust a brand.
Think of it this way: are you more likely to try a product if a trusted friend recommended it to you, or if you can see dozens of positive reviews from regular people? Or are you more likely if you saw a few well-placed posts from a brand?
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From digital marketing strategy to persona research, here are the top 10 marketing guides you’ve found helpful throughout the year
This year has seen us create great new digital marketing advice guides and update existing ones to make sure you always have the best up-to-date information, advice and best practice tips to follow. In fact, our guides have had well over a million page views so far this year, so we’ve helped a lot of people improve their marketing in 2018.
Whatever your needs or membership, we have a great selection of guides to choose from, offering knowledge, examples, templates and more across a range of marketing types and business sectors. From individual marketers to SMEs and global corporations, our guides include information that can be made to work for your needs.
To help you see how our guides could benefit you as an individual or your larger business –…
Tips and tricks to help you get the most out of paid search on China’s largest search platform
With Google claiming less than 2% of the market in China, the search engine landscape is markedly different from that in most Western markets. While there are several key players, including Haosou, Sogou, and Shenma, in the space, Baidu is undoubtedly the first port of call for most companies looking to run search marketing campaigns in China.
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So, why Baidu?
There are several reasons why advertisers turn to Baidu when looking to advertise their products or services to Chinese consumers, the most important of which are outlined here.
Most significant is the fact that Baidu has the highest market share across both desktop and mobile. According to…
CRO is an underrepresented specialty in today’s marketing industry and because of a general lack of understanding about the field of work, it often loses out
I attend and speak at some of the best digital marketing conferences all over the world and I can count on one hand, the number of sessions I’ve seen that offered quality content about Conversion Rate Optimization (CRO). This marketing specialization always seems to fly under the radar in marketing circles.
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Yes, there are a number of great websites and resources dedicated to CRO. There are also some excellent CRO-specific conferences out there and I’ve attended most of them - but the real problem is this: The only people talking about conversion rate optimization are CRO experts at CRO conferences and CRO bloggers on CRO-specific websites.…
Chart of the day: According to research by Salesforce, over half of ad spend is allocated to Facebook (including Instagram) or search marketing (Including Google search)
In the previous year, 30% of ad budget was allocated to Facebook and Instagram and 28% was allocated to Google and Bing paid search ads. Facebook budget is expected to increase slightly by 1% to 31% and search budget allocation is expected to stay the same at 28%. Compared to other channels such as youTube, Display, and Linkedin, Pinterest and Snapchat etc. Facebook and Google are dominating the ad space with most ad budget allocated to them.
Next year, 66% of digital ad spend will go to Google, Facebook, Instagram and Youtube.
Over the last year, 65% of businesses have increased their video advertising budget, with more money going on video on Facebook, Instagram and Youtube.
Chart of the day: Customers trust traditional channels more than digital channels
Customers indicated they trusted traditional channels such as TV, print, radio and outdoor ads, over digital channels such as search engines, sponsored blog posts and ads on mobile.
The research by MarketingSherpa found that digital channels were trusted less than traditional methods when compared.
Satisfied customers are more prepared to engage with a brands digital marketing campaigns
The research also found that satisfied customers engage more with digital channels, they skip fewer pre-roll ads. When compared to unsatisfied customers, they are also less likely to unfollow companies on social media.
What causes dissatisfaction?
The study also looked at what causes users become unsatisfied, finding that bad customer service is one of the biggest reasons.
Users expect to receive quality…
Chart of the day: Poor quality data is the reason for bad digital marketing campaign planning
Over 4 in 10 (43%) respondents to a survey by ExchangeWire Research and Xaxis said lack of quality data was the main reason for not using audience data when campaign planning for digital media.
Time was also a major obstacle, whilst small data sets, narrowing campaign audience too much and a lack of there being a central data repository were all big factors. Marketers are finding that too much targeting is narrowing the audience down too much. Privacy concerns were not a major issue when it comes to data use for digital campaigns.
Source: ExchangeWire Research/ Xaxis
Sample: 616 digital marketing professionals across Europe; data collected from November 2016 to January 2017
Recommended Resource: Marketing Campaign Planning Toolkit
Chart of the day: Research by Advertising Association and Warc finds that digital dominates UK advertising spend
Magazine advertising continued to decrease, whilst digital magazine advertising is expected to grow. Regional newspapers and Direct Mail see the biggest decreases, whilst digital formats are expected to continue their recent growht.
Some key highlights of the research include:
Ad spend in the UK grew to £5.8bn, representing 3.9% rise year-on-year
Overall for 2016 UK ad spend grew 3.7%, reaching a total of £21.4bn, this is also the seventh year of continued growth
Digital ad spend is up 13.4% to £10.3bn for 2016. 45.4% to £3.9bn. The report predicts mobile advertising spend will slow over the coming years (2017: +30.4% and 2018: +20.8%) as the current boom dies down.
Mobile accounted for 45.4% of that digital ad spend, meaning £3.9bn spent, however, the report predicts that mobile advertising…