UK Digital spend: Adapting or Optimising for 2020?

Throughout the UK within the last 10 years, British businesses of all sizes have increased their digital marketing budgets exponentially.

Have you been part of this business trend?

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From B2B and B2C sectors witnessing successful marketing campaigns, viral stunts and initiatives deployed by bigger players online, it is inevitable that upcoming SMEs and promising brands wish to grab a piece of the digital-ad pie whilst it’s hot, succulent and appetising.

 

Since 2018, Marketing Week has acknowledged Britain’s online ad behaviour breaking expenditure limits of £1.34 billion nationwide; with businesses, institutions and consumers making digital advertising and marketing a top priority for their campaign goals and notoriety.

To investigate this business activity up closer, digital advertising and marketing has been exploited heavily by SMEs ran by ambitious or upcoming entrepreneurs and business owners competing marketing strategies and creative content against each other when fulfilling objectives.

Some industry sectors that come to mind are:

  • Fashion
  • Health & fitness (e.g. personal trainers)
  • Hair & Beauty
  • Food & Hospitality
  • Professional services (e.g. consultants)
  • Automotive, Technology & SaaS
  • Social enterprises and event-based platforms

 

Any of these industries relate to you when thinking of digital marketing ads?

 

 

With British digital spend increasing both personally and commercially, the online marketing environment becomes volatile for some businesses, content creators and brands with their campaigns and content. In order to ensure these digital-saavy businesses are exercising the process of this trend thoroughly for long-term success, two questions remain that hold the modern marketer, founder or director in logical conviction:

 

‘Am I another passenger on board the digital-ad train to virtual bewilderment?’

OR

‘With my 2019 efforts and outcomes, have I meticulously devised a proficient, wise and realistic marketing strategy for 2020?’

 

 

The UK may be growing in digital ads as a common marketer’s trend in business, attention and engagement, yet what results have been recorded for SMEs to established players to consider within their digital marketing strategies and tactics as financially viable?

Consumer trends of digital activity give us an overview of what businesses and brands do, yet do not prioritise which marketing activity deserves our focus within our industries.

What could have worked for within digital advertising for you in 2016 may have to be altered for 2020.

As digital marketing and advertising grows in usage, so does its algorithm and nature towards industries leveraging it. Without informed decisions and awareness from your campaign outcomes aligning with business goals, strategising can become more of a dreaded chore than a favourable blessing for the future.

 

 

With AI and marketing automation being spicy topics of interest within Britain, as well as integrating business principles and digital promo together; 2020 can be the ‘maker’ or ‘deteriorator’ of how businesses of all sizes optimise the most of digital marketing. After all, let’s not forget 2020 brings a brand new decade of ultimate revolution to the digital advertising and marketing space.

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Britain’s catching up with digital advertising trends fast like USA and Europe, yet being a trend-catcher can also be detrimental to your business campaigns online without sufficient knowledge and experience.

Every industry is different so every digital business user MUST optimise different.

 

 

Upon British founders, start-ups and established directors planning a marketing budget for 2020, we believe as a creative digital agency that optimising your expenditure on digital next year and beyond falls down to 4 factors.

 

  • Which marketing channels are you using?

 

Sounds pretty standard and repetitive as many have read, heard or been advised to select the right platforms for their industry, yet it’s also funny how many people lose total sight when a new social media or digital feature gets introduced.

The right marketing channels are a business’ trusted messengers within online to reach out, connect and engage your target audiences. With a competitive space out there, making online, costly mistakes such as inappropriate channel selection may not be so forgiving in the new decade for Britain.

 

  • Suitable content for your industry

 Content is king, yet as a British business or marketer; let’s put the royalty within how we apply content online and not forget that Context is queen for our 2020 digital marketing strategy.  Understand what content works best for your business’ sector, create content from images, videos, blog posts and graphics with discretion; yet don’t underestimate the power of well-crafted, articulate and beautifiul copywriting structure.

A king isn’t official without their queen; they both co-exist together. Apply both content and context together and discover this before vouching for profits from an expensive digital campaign.

 

  • The marketing-funnel-to-sales-cycle transition within digital  

Every marketing strategy invested in financially for digital exposure MUST vigorously translate towards your business’ sales cycle. Whether you’ve been advertising online for 2 or 7 years on Facebook, Google Ads or traditional email outreach, you develop experience of how to guide leads and retained customers from marketing reactions to warmer conversion.

With your developed industry knowledge for completing sales or subscriptions, your 2020 online advertising must be a build-up of tried, tested and worked tactics from initial awareness to conversion stages without serious expenditure regrets for your marketing budget.

 

  • Creating viable partnerships and establishing trustworthy, committed vendor options for 2020   

The majority of British business owners, entrepreneurs and directors may increase or frequently leverage their marketing budgets on digital channels, causing them to be financially constraint or apprehensive of external parties joining in.

Although no one knows how your business or brand operates better than you and your team, getting on board a reciprocal partnership with another business of complimentary attributes or hiring a committed, we-ride-or-die-together digital marketing agency isn’t an abominable crime for your budget.

Both UK start-ups and the established need to eradicate the fear of collaborations going wrong when investing in your digital ad spend, and be more optimistic with how your marketing or ad strategies can excel within the future. Frugality or scepticism can sometimes hinder your digital advertising return, making you spend more ultimately if you’re stuck within 2010-2019 marketing habits and not an expert.

 

Overall, you’re not a jack of all trades and neither is anyone as much as they claim to be.

Digital ad spend is going to tremendously increase with economic empowerment for Britain, yet ask yourself whether you’re optimising your strategy cost-effectively for business returns in the next decade or not?