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?

London shard and central

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?

 

 

 

Embrace Customer experience, Optimise Lead-gen skills

Is shifting away from Customer experience a wise business move?

How your customers, clients or target audience experience your brand or company is imperative for their affinity, loyalty and ultimately sustained conversion.

Do you think people repeat purchases or subscriptions with those who failed to deliver a pleasurable experience?

Customer experience and lead gen

 

Many of us founders, directors and entrepreneurs understand how rhetorical this question is, yet why is it our marketing chiefs are deprioritising customer experience for innovation and business transformation?

According to Dentsu Aegis’ 2019 studies within Marketing Week, the majority of global CMOs are deviating away from customer experience as a paramount duty to any organisation’s marketing operations. If so, what does that mean for your digital marketing campaign’s value within your industry?

Our agency team views overlooking customer experience is overlooking the human element of any marketing campaign; especially for our below-the-line, obsessed content lovers on Facebook, Instagram, YouTube or interactive ads.

If there’s any mistake a B2C or B2B brand or organisation can commit; it’s dehumanising your online marketing strategies to attract.

 

 

Disruptive innovations are born yearly as often as new cars registrations manufactured.

However, innovations also get replaced by more contemporary technologies, ways and processes of doing things in life.

Out with the old, in with the new is the saying.

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If customer experience within business wasn’t important for senior marketers, why do consumers still value reviews, testimonials, case studies or even the creative video ad on social platforms now?

Customer experience IS and ALWAYS remains a timeless task of marketing campaigns for every CMO to embrace. Disregarding its importance is disregarding the subsequent opportunity of lead generation from your prospects.

 

 

Amongst any business sector, your target audience has multiple perceptions of how your business interacts and engages their interests, emotions and long-term goals.

Ever heard of brand positioning before?

The way you position yourself within digital marketing campaigns reflects a customer experience as thought-provoking, entertaining, insightful, emotional or even action-taking.

Aiming for the action-taking positioning approach within your marketing and advertising campaigns is where lead-generation skills come in. Business founders and directors must ensure their marketing initiatives stimulate call-to-action within the sales cycle towards lucrative ROI to excel forward.

Take it as filtering out the clutter within the digital marketing funnel and extracting out pure, long-term profitability of potential customers, clients or subscribers most swayed away by experiential outreach online.

Email and social campaigns, video marketing, online advertising and blog posts = sign-ups, discounts or sales. These are the 3 main conversion actions each marketer, brand or business seeks from these channels long-term.

 

 

Yet, delivering a great customer experience remains always the cherry on the cupcake.

Like how a bakery’s finished treats always emanate enticing scents for passers-by each morning; your online marketing campaign must stimulate your prospects’ sensory experiences to convert and retain their profitable lifetime value.

Baked goods.jpg

Non-pestering phone calls, personal data retained, face-to-face meetings with prospects – every business operates in a different industry so you’re aware which lead-gen tactics work best following up from your digital marketing strategy.

Never bake for success without a memorable, sweet or fresh sensation involved!

 

 

Overall, we strongly urge founders, CEOs and entrepreneurs to pay closer attention to how customer experience is equally your responsibility towards business growth and success as much as your senior marketer’s too.

Business transformation truly begins when a customer or client’s needs is fulfilled from a phenomenal marketing experience.

Retain or repel – the decision’s yours within the campaign management of your business.

What are you planning now?

Comment below

If you’re having extra thoughts on delivering the best customer experience possible with your digital campaigns – contact us at contacf@content-45.com and we’ll work together to achieve your marketing goals expected.