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Wisdom Wednesday #29

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Stats Corner

  • 90% of B2C businesses report social media as being the most effective content marketing tactic.
  • In August 2018, marketers stated that their digital marketing budgets would grow by 12.3% in the following 12 months, while offline advertising expenses would decrease by 1.2% in the same time period.
  • In less than two years, it is predicted that digital ad spending will overtake all U.S. television ad spending.
  • In 2016, Digital marketing generated 3x as many leads as traditional outbound marketing, but cost 62% less.

 

Sources: Lyfe Marketing: ‘Digital Marketing vs Traditional Marketing: Which Produces Better ROI?’; Valve and Meter: ‘Traditional vs. Digital Marketing Trends and the Winner is…’; Statista: ‘Change in digital marketing spending and traditional advertising according to CMOs in the United States from 2012 to 2018’ 

How Big Bus Can Learn From SMEs When it Comes to Digital Marketing

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Ten years ago, we would have laughed at the idea: billboards on their way to becoming obsolete in favour of matchbox-sized images we scroll past on our smartphones?  

 

But here we are, and digital marketing’s reigning supreme. Companies are investing more than ever in it. And while the big dogs are spending a whole lot on digital marketing, they stand to learn a whole lot from smaller businesses. 

 

A recent survey was carried out1 of 501 large businesses, with over 100 employees, to establish just how much they currently spend on digital marketing and how much more they plan to within the next year.  

 

The results? Nearly half – 41%, to be exact – of the businesses currently invest more than £380k in digital marketing per year. And while the participants varied – from a wide mix of companies and positions – the majority (76%) shared one key view: that marketing has changed more in the past two years than it has in the past 50. And 99% of them plan to increase spend on at least one digital marketing channel within the next year.

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What’s important is that the survey sees two particular marketing strategies standing out: social media and web design. Over half (55%) of the businesses interviewed plan to optimise their websites, and nearly two thirds (64%) of them aim to invest both more time and money on social media marketing and email.

 

But enough with the stats.

 

Because here’s the thing: while big businesses scramble to throw money towards digital marketing, they might be missing something smaller businesses intrinsically leverage when it comes to online marketing: human connection. And human connection, although probably not as wholesome as it started off to be, still lies at the heart of social media. (At least, it should, if you’re planning on selling things through it.)

 

Because it’s what we’re all scrolling for. 

 

You’re not scrolling through your newsfeed, looking for a chic, slick ad devoid of humanness. Nobody wants to give their money to a machine-like company.

 

We want to give our money to businesses with people behind them. Businesses we can get to know. Oftentimes, these turn out to be SMEs.

 

But bigger businesses can tap into this humanness through digital marketing done right. 

 

Think about it: when a brand you follow shares an Instagram Story of the story behind a product (story-ception, if you will), you probably enjoy it. You remember them. And then, when an ad pops up of theirs, maybe you’re slightly less annoyed. Maybe you’re actually happy because you remember these guys and they’re cool.

 

So maybe you click on the ad.

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Digital marketing can help you create the single most important thing when it comes to building your brand: memorability. Or touchpoint marketing, if we’re getting technical (which we like to do).

 

Julian Reiter, our CEO, sums it up well: 'When it comes to branding, a slow burn's best. When people recognise your brand, that's the single most important thing. The biggest thing I've learnt is that it's not about an immediate ROI when marketing. It's about strengthening your brand smartly.' 

 

The idea that digital marketing is perfectly poised to help you do exactly that isn’t as ironic as it sounds. On the contrary, it’s exactly why it’s The Future. Because through digital marketing and the resources it offers, you can gradually build a brand – a brand with humanness and longevity. A brand people can connect with. 

 

But you might not know how to do all of that.

 

The good news is, we’re pretty much experts in it.  

 

Give us a call and we’ll tell you more about it.

 

Ad of the Week: Print’s not entirely dead, it just has to be good

chups

 

Although traditional ad formats may not be the most cost-effective way of reaching a huge audience, there’s something to be said about the sentimentality of print ads – especially good ones – that takes you back to a time before Facebook, when Twitter was just a sound birds made. And without the intrinsically multifaceted nature of digital ads, print ads are limited by their somewhat static design and thus require the most creativity to convey an engaging message. The catch? If done well, they can make a greater impact and impression than most digital methods.

 

Chupa Chups – the brand behind the famed lollipops native to tuck shops around the world’s – latest print ad accomplishes just this. Celebrating their newest addition, sugar-free lollipops, Chupa Chups has chosen the path less travelled when it comes to sugar-free messaging. As opposed to the now all-too-common sugar-free – but guilt-ridden – ads, usually dripping with obnoxious health messaging that results in consumers feeling shamed for their food choices, Chupa Chups have opted for subtle and smart.

 

The ad shows their flagship product – an unwrapped lollipop – laying on the floor and being avoided by a line of ants marching by. Five-Second-Rule, anyone?

 

The logo and copy appear in the bottom right of the ad, but the ad’s message is clear as it is witty: no sugar in this one. No fancy slogans, no jargon-laden copy – just a sugar-free lollipop and a couple of disinterested ants. I’m not sure about ya’ll, but we're suckers* for ads like this.

 

*Sorry not sorry.

 

 

1The Manifest: How Businesses Invest in Digital Marketing in 2018