Every day your potential customers consume a huge amount of content online; be it through websites, blogs, social media, email marketing or online videos.
Do you have content online about your business that will tempt them and build trust in your brand? If not you are missing out on a massive opportunity to win customers and revenue.
The scale of digital marketing today can be seen by the latest figures from an Internet Advertising Bureau UK/PwC Digital Adspend report.
Driven by advertisers’ need to tap into people’s increasing use of mobile to watch content, digital advertising grew at its quickest rate for nine years – by 17.3% to £10.3 billion in 2016 – according to the report. The last time annual growth was more was 2007 (38%).
As almost half (48%) of UK internet time is now spent on smartphones, mobile ad spend increased 50.8% to £3.87bn. Mobile now accounts for 38% of all digital ad spend, up from 4% only five years ago. However, it accounts for 63% of video spend, 76% of Content & Native (including social media news feeds) and 79% of social media spend.
Mobile video fastest-growing ad format
Spend on mobile video ads more than doubled (up 103%) to £693 million – making it the quickest growing ad format. It accounts for 29% of the total growth in digital ad spend.
The rise in mobile video ad budgets reflects online YouGov data showing that in the last six months, 54% of British smartphone users viewed video clips on their phone, with two-in-five of these saying they do more of this than a year ago. A large number have also watched TV programmes (17%) and films (11%) on their smartphones. This behaviour is far more prevalent among 18-24 year olds, with 75% watching short clips, 44% viewing TV and 33% watching films on mobiles. Six-in-10 people who watched short clips, TV or Film on their phone did so whilst ‘out and about.’
“The rise in people consuming mobile and video content has accelerated digital’s growth rate to its highest level for nearly a decade,” said the IAB UK’s Chief Marketing Officer, James Chandler.
“Reaching the £10 billion threshold has been made possible by brands breaking the mould, trying innovative formats and making the most of video to reach and amaze people. It’s impossible to ignore the issues the industry is facing at the moment, but digital never stands still and these figures are testament to the long term strength and power of digital.”
“Long term strength and power of digital”
This “long term strength and power of digital” can’t be ignored by any business. Long gone are the days when it was enough to advertise your business offline; perhaps by advertising in your local newspaper and Yellow Pages. You need to have a digital marketing strategy as well.
There are many benefits to digital marketing and it helps level the playing field for small and larger businesses. Digital marketing is more cost-effective than traditional forms of advertising; such as newspaper and television adverts. A business can use email campaigns and social media platforms such as Facebook and Twitter to reach new customers in a targeted way, not possible with traditional forms of promotion.
Digital marketing is very direct and allows you to build trust and give feedback instantly. It is very transparent too, allowing you to measure and evaluate any campaigns you may run and see any return and how to improve and change things quickly to improve results.
Get more conversions and revenue
There is greater opportunity to measure and convert customers into leads, subscribers and sales with digital marketing, as there are many tools available to target specific locations and demographics. Studies have shown that companies using digital marketing strategies have a far better revenue expectancy than those that don’t.
Put some work into your digital marketing and you can develop long-standing and trusted relationships and so create a community around your business that does your work for you. You will find that just as in day-to-day life people start spreading the word about your business online, recommending you and all through a little bit of online marketing on your part.
Whether you are a new start-up, or a more established business, a strong digital marketing strategy is well worthwhile. It allows you to engage with your customers in a way not possible before.
Of course, the digital marketing world can be a daunting one for business owners; especially small business owners who are short of time and hard-pressed to just manage the day-to-day pressures of running a business, never mind think about digital marketing. This is where Infoserve can help you.
Infoserve – a leader in online marketing since 1999
Infoserve has been a leader in online marketing for small to medium-sized businesses since 1999. We specialise in web design, Pay Per Click, local listings and social media for these businesses.
With more than 80 experts based across three offices in Leeds and Darlington, we have vast experience in creating and managing online marketing campaigns.
We are in a unique position as the only company in the UK to be a Google Premier SME Partner, Bing Ads Elite Partner and Yahoo Local Partner.
Find out more at www.infoserve.com, or give us a call on 0800 089 0879 and one of our digital marketing experts will help and advise you.