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Posts tagged with Digital Marketing

UK digital ad spend up 12.5% to £5.42bn in 2012: report

UK digital ad spend increased by 12.5% to almost £5.42bn in 2012, according to a new report from the Internet Advertising Bureau (IAB).

The figures show that marketers have responded to the fact that smartphone ownership now stands at more than 64% in the UK by investing a massive £526m in mobile advertising.

This represents a rise of 148% on 2011 and the real term increase of £322.7m accounts for more than half (53%) of the £607.3m increase in total digital ad spend.

Overall mobile accounts for 9.7% of digital ad spend compared to just 1.1% in 2009, which underlines the growing importance of this channel.

But despite the massive increase in investment there is some evidence that work still needs to be done to improve the impact of mobile ads. A recent survey by Nielsen found that 53% of smartphone owners claim to have never received adverts while using their device.


Why SMEs should boost their digital marketing strategy now (and how to get started)

In the last year more and more small business owners have adopted new ways of thinking to transform their business strategy with new digital marketing tools, helping them build customer engagement and start to rival the big players.

In this blog post, I'll explain how to get started...


Q&A: CACI Director for Digital & Social Toby Goldblatt on digital excellence

The call for participation in Econsultancy's Top 100 Agencies Report is now open.  

With 2013 being the year that digital truly goes mainstream in business, and the multitude of predictions on themes to watch along the way, this series of Q&As with marketing heads agency-side will bring analysis and commentary ahead of the report to our blog.


Eight ways to adapt your content marketing strategy to mobile

Mobile is changing our behaviour. And the message from a recent mobile marketing event, hosted by ORM London was, adapt to this change or be left behind.

The headline figures: who owns a smartphone (currently 54% of the UK), tablet (21% of the UK) and what they do on these devices (28% surf the net) changes from week to week. The latest in this rapid stream of stats is that more smartphone devices are being activated everyday worldwide than babies being born.

Mobile usage is big and it’s set to be even bigger. Twitter's latest report highlights how smartphone and tablet users are the most engaged consumers. Mobile users are 96% more likely to follow 11 or more brands and 58% more likely to recall seeing an ad on Twitter.

Google even predicts in three years mobile will overtake desktop as the most common way to go online – making mobile marketing more important.

Graphic Content Marketing

Become a content marketing all star. Part one: Graphadelic

In this post, I'll discuss the best practices for obtaining content, naming and organizing content, and finally marketing your graphic content.  

This is a chance for marketing managers and business marketers to hone their content marketing skills, starting with graphics.


71% of businesses plan to increase digital marketing budgets this year: report

Almost three out of four businesses (71%) plan to increase their digital marketing budgets this year, according to stats included in the new Econsultancy/Responsys Marketing Budgets 2013 Report.

In comparison only 20% of respondents said they plan to increase their traditional (offline) budgets, up slightly from 16% last year.

The average expected increase (for those increasing digital budgets) is 28%, slightly higher than the average expected increase of 26% for offline budgets.


State of the freelance nation: stats

At the end of last year, David Cameron demonstrated his commitment to boost the British creative economy, announcing plans to invest £50m of funding towards the construction of the Open Institute at the heart of Silicon Roundabout In London.

This busy tech hub is used by many startups where freelancers are often integral to their strategy.  

Online magazine Technorati claims the era of the freelancer will kick off in 2013 and last month we released quarterly online employment report that suggests the same.

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How to optimise your funnel: free B2B digital marketing briefing

Econsultancy last month held Europe's largest conference devoted to B2B marketing and sales.

Our London FUNNEL event at the Emirates stadium saw some of the world's leading B2B business experts present to an audience across four streams: Plan, Align, Attract and Engage. 

The thoughts and insights shared that day, along with case studies illustrating best practice, have been used to create our B2B Digital Marketing Briefing, which is free to download.


The importance of supporting employees in social media

Corporate communications has the double challenge of communicating internal messages while ever building the company brand. A third challenge presents itself when corporations implement company-wide social media initiatives because employees need more direction for a united, consistent result. 

How can corporate communications help employees help their company by using social media in a united, consistent way?


The power of relevance: how brands can use IP geolocation to improve advertising ROI

Internet advertising has seen a rapid proliferation over the last decade and in 2012 is predicted to outrank print ads, becoming the second-biggest global media category after TV.

The downside of this explosive growth is that consumers are becoming overwhelmed with commercial messages, making it increasingly difficult to get what’s relevant, important and interesting for them.

As such, it has never been more important for brands to cut through the advertising clutter and reach the right digital audience.  


Passing the Big Data point of no return

We have passed the point of questioning the value and capabilities of Big Data on business success. In progressive organizations it now holds a seat at the table as a crucial resource to business. Companies have realized that there are major opportunities to use the data they already have and apply new insights across their business for incredible results.

Cloud technologies, and the advancements in data analysis give foundation to accelerating the trend. Advanced technologies like active analytics (“decisioning”), advanced algorithms, etc. are proving to be extremely effective at fueling the Big Data engine. In the new world we live in, data isn’t something to be stored and ignored, but analyzed and utilized for its valuable insights.

Big Data analysis has proven to be invaluable at helping driving decisions across organizations—from pricing and distribution decisions, to product and marketing insight—spreading a trend of ROI from end to end. There is no doubt, Big Data is now mainstream.

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How small businesses can use Pinterest for a content marketing boost

Being from San Francisco, I’ve always had a soft spot for the underdog small business or high street boutique, and coming from a social media background, I love to stay on top of new ways social can help this market segment.

In the past, we've looked into how Pinterest can be used for link building and blogger outreach, as well as some of the big players getting involved with the new niche social network.

But can Pinterest still even be considered niche?