Earlier this week I listened in on a webinar from webmarketing123, a Bay Area SEO Company. The webinar talked primarily about SEO but they did dangle a great carrot, the ability to download their 2015 State of Digital Marketing Report.
When we think digital marketing, we should be thinking everything web related. And even when there are non digital components to the marketing efforts, I assure you that those can be digitized…such as an online version of a magazine or a pub, or mirroring a mailer with a digital brochure, or creating an interactive experience at a tradeshow. Another thing I can assure you of is, everything can and should be tracked.
But what should you be tracking? How should digital be linked with the overall business strategy? What’s the biggest thing to focus on?
So let’s start from the top, in my own words:
But what should you be tracking?
- I believe that you should be tracking everything and then make sense of that everything as it relates to your business and your business goals. If you’re all about brand awareness, make sure you’re tracking web traffic & how that traffic is coming in and from where, track your social platforms, but most importantly keep track of your SEO rankings!!!
How should digital be linked with the overall business strategy?
- I think that marketing in general needs to be a key component of any business strategy. You cannot build it and expect people to come. If you don’t interest people in whatever it is you have to offer, they will have no idea that it exists. How you put that message out there really doesn’t matter, what matters is that you know what you’re putting out there and why.
What’s the biggest thing to focus on?
- I think it’s a matter of focusing on what makes sense to your industry and then knocking that out of the ball park. If tradeshows are huge, make sure to invest there and provide people with what they’re looking for both on the show floor and online. If your audience is found on social platforms then be sure to offer the best content to your customers.
- “Lead generation is the #1 B2B digital marketing objective for the fourth year running.”
- “Sales is top priority for B2Cs again this year.”
- “ROI trumps lead generation as the biggest B2B digital marketing challenge. “
- “Almost half of marketers spend only 25% or less of their budget online.” –>This agrees with my last post on how much of a marketing budget should be spent on digital.
- “Contrary to popular belief, email is far from being ‘the dinosaur of digital.’“
- “Social media is the most commonly used B2C marketing channel.”
- “Nearly 1/3 of marketers don’t know which channel makes the biggest impact on revenue.”
- “B2C marketers are gaining confidence in paid search and SEO.”
- “Nearly 20% of marketers still rely on “website traffic” to measure success.” –>Ain’t that the truth!
- “38% of marketers still lack an attribution model. –>Check out my post on attribution models.
- Almost 3 in 10 B2C marketers use the ‘last touch’ attribution model.”
- “LinkedIn is the best social channel for driving B2B revenue, while Facebook takes the cake for B2Cs.”
- “36% of B2B marketers continue to ignore mobile.”
- “Video is the most widely used and the most effective content marketing tactic according to both B2B and B2C marketers.”
- “67% of B2B marketers use lead scoring compared to 47% of B2Cs.”
So go luck and download webmarketing123’s 2015 State of Digital Marketing report and read it all for yourself!