Digital marketing is an integral part of every marketing campaign, whether that be some or all of its key disciplines:
- Social media marketing
- Paid advertising - pay per click (PPC) on Google, other websites
- Paid social media advertising
- Content marketing
- Email and mobile marketing
- Search engine optimisation (SEO)
- Database and CRM management for lead tracking
Digital ad spend up 41%
Digital marketing spend is on the increase
This year-on-year growth in digital advertising expenditure has been dramatically accelerated by the pandemic.
- Search up 38%
- Display up 53%
- Video up 58%
- Mobile up 60%
- Podcast investment up 61%
Source: IAB UK
Three trends to incorporate into a digital campaign
Video, which has long been growing in importance, is a significant component in the display ad growth and has increased by 58%. A digital advertising strategy that does not incorporate video is seriously missing a trick!
Mobile ad spend now accounts for a 64% share of all digital investment and is a powerful media outlet for customers at home, at work and on the move.
Digital audio is also on the increase and podcasts are growing in popularity. It is a strong alternative medium to webinars, which were worked to death during the lockdowns.
Which half works?
In the late 1800s, John Wanamaker said “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Whilst not an exact science, digital marketing does give you a great deal more knowledge about the success of campaigns, as well as prospect engagement earlier in the buying cycle.
Dgital marketing benefits include:
One-to-one tailored marketing
Clear return on investment (ROI)
Pull marketing, not push/interruption
Data driven needs and proposition refinement
Engaging with customers in their medium of choice
Speed of campaign implementation
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