The marketing environment is constantly changing and evolving and the processes and techniques that a few years ago brought a lot of success have now lost their effect; it is vitally important to stay informed on the current marketing climate. Recently, the huge uptake in sales of laptops, smartphones and tablets has led to an equally sizable increase in the amount of time and resources that consumers are spending on line; this has been mirrored to the amount of efforts that companies are putting into digital marketing.
A Gartner report conducted towards the end of 2014 found that half of the companies they surveyed were planning to increase their digital marketing budget in 2015, with initial figures from this year supporting this statement. There is a definite shift occurring with digital marketing becoming a far bigger piece in companies overall marketing puzzle, with industry researchers predicting that, in the UK, more than half of all marketing spend will be on digital. This shift to 50% of marketing being digital illustrates an evolution of marketing methods, while also making it far easier for marketers to monitor their campaigns. Digital marketing is far simpler to track and measure in terms of engagement, meaning that campaigns can be easily analysed and success points can be identified. This can lead to more targeted digital marketing efforts in the future which are far more likely to better engage with online users and benefit the company. As more and more consumers move online, it is of vital importance that you put an emphasis on your digital marketing efforts.
Reports suggest that digital ad spend will hit £8 billion in 2015, be that on search engines, mobile apps, newspaper websites or video-on-demand services. One area of digital promotion that has really benefitted from this surge in spending has been the blogging (or vlogging) industry that offers companies the chance to either market their products/services in ads before vloggers’ videos or as product placement/promotion within the blogs themselves. This can offer real value to companies as consumers are far more likely to engage with bloggers they admire talking about the benefits of your product, rather than a faceless corporate message.
The main casualty from this surge in online advertising has been traditional print media with revenues predicted to fall by 0.2% to £2.5 billion in 2015. TV advertising’s share of the digital media market is also predicted to fall to less than half but, this doesn’t necessarily mean a decline in revenue, rather simply a shift of their efforts towards their digital platforms. Advertising on traditional media is by no means dead, with integration of these traditional forms with new digital platforms looking to be the recipe for success for marketing in 2015.
To find out more about the digital marketing service that Ascensor can provide, get in touch with us today!