As digital marketing gathers pace worldwide, companies are increasingly having to dedicate a higher percentage of their marketing budget on specifically digital marketing. According to Econsultancy’s Marketing Budgets Report, digital marketing budgets are set to reach an all-time high. The report also explains that marketers are not only using paid media, but also other sources such as social media as part of their marketing strategies.
Some aspects of digital marketing can be extremely powerful yet cost-effective. Social media is a good example of this, and here at RockMyBrand we have seen huge successes from social media campaigns.
How Much Should I be Spending?
That’s entirely up to your marketing and branding strategy. However, gone are the days when digital marketing was an afterthought. Marketing campaigns are now created to run across multiple channels simultaneously, either re-enforcing the same message, or creating a story that develops the message across multiple channels. For this reason, digital marketing spend has increased year on year, and this year (2019), worldwide digital ad spending will rise by 17.6% to $333.25 billion. That means that, for the first time, digital will account for roughly half of the global ad market.
What Should I be spending on?
Previously, the trends in marketing were based on digital strategy, email marketing, social media and SEO (Search Engine Optimization) as these appeared to be the most effective aspects. While much of this is still relevant, we are seeing a shift in spending across newer technologies and platforms. Technologies such as VR, AI-assisted chatbots, connected TV, augmented reality and voice advertising are providing new avenues for branding and marketing opportunities. According to comScore, an estimated 50 percent of all searches will be conducted through voice by 2020, leaving a wide-open opportunity for brands to take advantage of this shift by developing creative voice campaigns using distinctive phrases, jingles or even by borrowing recognizable influencer voices.
Branding and Marketing Considerations
Strategy – It’s important to understand the market, the challenges, the opportunities, your competitors and define goals to run a successful campaign. We use our knowledge and experience to set out KPI’s and develop a digital strategy to ensure that a campaign is truly successful for you.
Mobile – As more and more people access the internet through their mobile phone or tablet, it is increasingly important that your website is optimised for mobile access. This is vital, not only for the ease and understanding of your website visitors, but you will also find yourself being penalised in the search engine rankings if you’re not mobile-friendly.
Email marketing – Lead generation can be used to create a database of people who can then be contacted through email. Email marketing still remains as one of the most popular and cost-effective channels for Digital marketing.
Video – Adapt TV and IAB video have found that companies are spending up to 37% extra on video this year. Video is a great media as it allows you to be creative, doesn’t require reading and can inspire better interaction with your customer base.
Research – The digital world is always changing, so make sure that you keep some budget aside to explore both new technology and to understand better where your target customer base is hanging out.
Apps – Apps are a great way to forge a more personal relationship between you and your customer. An app is perfect to ensure that your customers keep returning, and if your product allows it, here at RockMyBrand we thoroughly recommend creating an app with purpose and a return on your investment.
Big Data – No longer just a buzz word. Analytics or Big Data is the source of the truths we unravel to forge ahead with new strategies. We ensure your Digital assets and networks are being tracked from the outset and provide insights to optimize your campaigns and over game plan.
The key to successful digital marketing is to be seen and to engage with your audience. The figures speak for themselves, and this is why companies are increasingly dedicating more of their budget to digital marketing.
If you’re looking for a carefully crafted digital campaign to kick-start or boost your business online, get in touch with us at RockMyBrand and see your results rocket beyond recognition. You can check out the services that we provide.