Digital Marketing

There's an old saying in Marketing...

"50% of my budget is wasted but I don't know which half"

(John Nelson Wanamaker 1875)

Meet the Digital Research Base:

The role of the marketer in recent years has changed quite considerably as newer forms of media have become mainstream. The old marketing model of booking adverts in local newspapers or taking an advert out in the yellow pages has all but gone. Its not to say that print doesn't have its place in Marketing because it does, although it often depends on the communications objectives or the audience that's being targeted.

These days we are consuming media at a much faster rate of which people require access to information almost instantly. This is made possible through high-speed internet access and a wide range of devices such as Mobile Phones, Tablets, Screen Readers, Notebooks and Laptops etc.

We have found that one of the key differences with Digital compared with some forms of traditional marketing and advertising, is that we are able to apply research and ongoing A/B split testing on various forms of media in real-time which was unheard of 10 years ago.

Having Access to the right systems and data being able to make changes instantly enables us to improve the performance of adverts rather then depending on the response and readership rates such as an advert in a newspaper, which can be expensive and very much hit and miss.

Using analytics within Digital Marketing helps provide us with the ability to track and measure performance through being able to see behaviors that are exhibited leading to a sale / conversion, etc. Customer Relationship Management software does this well offline, but also requires an investment of installation and people to use the system correctly.

It could be said that analytics as part of Digital Marketing is 'Market Research 2.0', which provides us with both qualitative and quantitative data to inform our Marketing decisions, which is where modern and traditional Marketing meet

Hit or miss? We know why some websites work and others don't

The information we have instant access to can help,

• Tell us where competitors strengths are and where we should target our efforts.
• Understand Link-building strategies.
• Research Search Engine Optimisation patterns.
• See what's current in the press and Social Media.
• Gain a better understanding of our audience and identify them.
• Showing us where and why we should make changes to our media / websites and adverts.

Overall it combines data, systems and research providing us with the evidence to track measure and evaluate how well our marketing efforts are working, from which we can carefully plan which forms of digital media / products we will use as part of our campaigns.

The data available in Digital Marketing helps us better to understand that correlation doesn't necessarily make for causation. However knowing what to do with the data is as important as the data itself. Our work with you has the objective of making your marketing spend go further and to deliver value where other forms of marketing might not have worked well in the past.