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Digital Marketing Strategy & Trends for the UK &
Ireland 2015
Shared Risk Digital Marketing
Since 2003 AD!
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Trends
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“...buyers are smarter (and they
expect you to be too...”
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“> 60% of buying decisions are made before the 1st meeting (IBM Research)
Today’s technology-driven; highly networked buyers have already researched your products..
And probably talked to people using them.. ”
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“... You may need to adapt your sales
& marketing strategy/tactics..... You are
coming in at a much later point in the
buying cycle.......... ”
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Typical Buying Cycle
2% of industry might be looking for what you do/have today.
68% in the next 90 – 120 days…
30% just won’t buy…
if your brand is not know then your not getting the business!!
Does this apply to your business?
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http://blog.limaconsulting.com/2010/business-to-business-marketing-funnel/the-buying-cycle-for-b2b-professional-services/
Trend 1 – Mobiles/Cell Phones
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“...Google is penalising non mobile
friendly sites…”
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19 Image source: https://venturebeat.com/2009/11/09/google-to-buy-mobile-advertising-startup-admob-for-750-million/
Trend 2 – Local Search
Trend 3- Content
Trend 3 – Content
Trend 4 – Marketing Automation
Image source: http://scalabilityproject.com/blog/best-way-nurture-business-lead-without-even-trying/
Trend 4 – Marketing Automation
Image Source: http://venturebeat.com/2014/02/26/top-10-marketing-automation-companies-the-vb-index-report/
Trend 5
Image Source: http://smallbusinessbuzz.getcitydealz.com/small-business-marketing-what-are-your-success-metrics-part-3-of-4/
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Trend 6 - Reviews
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Trend 7 – No to SEO
Image Source: http://www.elucidate.ie/2014/05/seo-matter-business/
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Trend 8 – Social
Image Source: https://nhoetnews.wordpress.com/2015/04/22/using-social-media-to-promote-your-school-and-communicate-with-your-community/
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“... Its important to understand that the
web is a crucial marketing tool which is
part of a wider marketing mix, but it
does need to be backed up with an
offline strategy also.
...”
Strategy“ a plan of action designed to achieve a long term or overall aim ”
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“... what is the ambition of the
business? ...”
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Recommendation – do the research
33 Image Source: http://www.buzzhunt.co.uk/2011/11/07/probably-the-only-100-correct-research/
34 Image Source: http://pungda.exteen.com/20100127/the-onion-store
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Recommendation – do the research, run surveys, learn is there a market… learn is there a market rather that investing huge resource and leading to poor outcome.
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Recommendation – define the appropriate tools, budgets, duration… then develop an implementation plan, prioritise activities (highest ROI vs lowest investment…), align resources, schedules…
37 Image Source: http://www.prorelevant.com/social-media-brand-roi/
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TRUST“Do you buy from companies/people you don’t trust?”
Image Sources: http://www.reddit.com/comments/jhqajhttp://donnanewtonuk.com/author/donnanewton/
LOCALISATION“... Gone Wrong...”
Image Sources: http://french-to-english.net/funny-sign-translations/http://www.language-translation-help.com/funny-translations.html
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Be localized (local pictures & local content), speak the language, do the keyword research, do the competitor research, be aware of cultural differences so as not to offend, check the wording… google translate doesn’t always work
Legal Considerations, privacy/data protection, advertising legislation, consumer legislation, copyrighting, terms & conditions, domain names… Domain & URL considerations, currencies, payment providers, social media channels
LOCALISATION
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IT’S EASY RIGHT!!!
Conclusion
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Look at the trends & see what’s applicable
- Mobile- Paid- Content- Local- Marketing Automation- Reviews- Social- …
Conclusion
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But first - work on the strategy!!
What is the ambition – then decide how to get there…
Conclusion
