It is not hard to find information regarding digital marketing budgets. Many papers and articles discuss what percentage of your overall marketing budget should be devoted to digital and, as you might expect, opinions vary greatly. Most of the published data is oriented toward consumer-oriented businesses. In this article, I will provide a framework to help B2B marketers determine their optimal spend on digital. The big picture The clear trend is that digital marketing continues to grow as a percentage of overall marketing spend. In fact, eMarketer predicts that digital will account for nearly 45 percent of media ad spend by 2020: As companies continue to expand their digital marketing programs, here’s a breakdown of specifically where they plan to increase their investment: Mobile is accelerating It cannot be overstated how much mobile will continue to grow and eventually dominate as the primary digital interface we use. The most recent CMO Survey predicts that marketing spend … [Read more...] about How much should B2B companies invest in digital marketing?
Just in case you’re ever tempted to try a few black-hat practices to manipulate your search positions in Google, here are 12 tales to persuade you otherwise. Whether using cloaking, unnatural paid-for links, doorway pages, spam or hidden links, Google is swift and brutal with a manual penalty. Even if the transgression isn’t necessarily your own fault. In fact for some of the following well-known brands, they’re merely guilty of not paying enough attention or not being educated enough when it comes to what Google cracks down on. There’s some great advice here about what to do when hit with a manual penalty, but for now, let’s check out the circumstances of 12 high profile cases and the damage meted out by the penalty. For more information, you can check out the full infographic and blog post from Digital Third Coast. Please note: the following ‘present-day’ traffic loss predictions were calculated using SimilarWeb’s data by Digital Third … [Read more...] about 12 companies hit with a Google manual penalty
Part one of our series on Why Companies Create Content we looked at changing customer perception and part two focused on making use of public opinion. This next instalment explores how companies can best construct content to respond to the frequent (and not so frequent) queries that come from their audience. Part three: To answer customer questions As consumers we're a demanding bunch - we don't just expect excellent customer service, we insist on it and shout from the rooftops when companies aren't doing what we ask of them. With the ability to browse shops or do our banking 24/7, it's only natural that you imagine there'd be someone there to answer your queries during the same time period. With our favourite social apps at our fingertips, it's only natural that instead of listening to Greensleeves on never-ending repeat with a call centre or sending an email into a virtual black hole, we target our questions (or ire) at companies directly, and publicly. Studies vary in the actual … [Read more...] about Why companies create content – part three: to answer customer questions
There’s a lot written about how to plan, publish and promote content, but much less on the reasons for doing so in the first place. The majority of businesses know there’s a damn good reason for having branded social media profiles and regularly communicating with their audience about something other than their products, but actually pinpointing ‘why’ can often be difficult. After reviewing the output of thousands of companies we’ve established seven core reasons for creating content. These can all be tied to genuine business objectives; tangible activities that can be tracked and contribute to the bottom line. Working out the rationale for activity is often harder than actually getting on and doing it, but that’s where the heart of a solid strategy lies. Get that bit right and everything else should slot neatly into place. Here is part one of our seven part series: Part one: to create or change perception Brand identity is one of the most powerful … [Read more...] about Why companies create content – Part one: to create and change perception
Following on from Part One of this series where the topic of influencing brand perception was discussed, this new instalment looks at how content can help you tap into the mindset of the people you’re trying to sell to. Part two: to gauge public opinion Pretty much any content related book, article or conference talk you come across will at some point mention the term ‘audience-focused content’. As a phrase and a concept, it’s a simple one – create stuff that people are going to want – but the cogs that sit behind it can be both complicated and costly. Rather than researching what people want then creating content to reflect that, there’s an argument to say your content could actually be your research method. By publishing then assessing how people react to what you put out there, the data can be used to create something bigger and better, or to inform other business actions. Pre-internet (a scary thought) I recall being involved in various … [Read more...] about Why companies create content – part two: to gauge public opinion