Digital Marketing Solutions Summit | Forum Events Digital Marketing Solutions Summit | Forum Events Digital Marketing Solutions Summit | Forum Events Digital Marketing Solutions Summit | Forum Events Digital Marketing Solutions Summit | Forum Events

3rd Row

January 2025 is Content Management Month here on Digital Marketing Briefing – Here’s how to get involved!
By:
0

Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the marketing sector – and in January we’ll be focussing on Content Management solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Content Management and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk.

Here’s our features list in full:-

Jan 2025 – Content Management
Feb 2025 – Lead Generation & Tracking
Mar 2025 – Email Marketing
April 2025 – Digital Printing
May 2025 – Social Media
June 2025 – Brand Monitoring
July 2025 – Website Analytics
Aug 2025 – Conversion Rate Optimisation
Sept 2025 – Digital Signage
Oct 2025 – Printing
Nov 2025 – Creative & Design
Dec 2025 – Online Strategy

ONLINE STRATEGY MONTH: Defining brand objectives to leverage the best expertise
By:
0

Effective online strategy is essential for building brand visibility, engaging audiences, and driving business growth. For digital marketing professionals, sourcing the right partners and solutions is critical to achieving these goals. Here’s how to approach this process strategically based on input from delegate and solution providers at the Digital Marketing Solutions Summit…

1. Define Objectives and Metrics for Success

Start by clarifying your brand’s digital marketing objectives. Are you aiming to boost website traffic, improve conversion rates, build brand awareness, or enhance customer retention? Defining clear goals will help you identify partners with the expertise to meet your needs.

Additionally, establish key performance indicators (KPIs) such as click-through rates, engagement levels, or return on ad spend (ROAS) to measure the success of your partnership.

2. Evaluate Partner Expertise and Industry Experience

Choose online strategy partners with a proven track record in your industry. Their familiarity with your target audience and market dynamics can provide a significant advantage. Ask for case studies or references to assess their ability to deliver tangible results for brands with similar challenges and goals.

Look for partners who specialise in the areas most relevant to your strategy, such as content marketing, social media, search engine optimisation (SEO), or e-commerce optimisation.

3. Prioritise Innovation and Technology

Digital marketing thrives on innovation. Opt for partners who leverage advanced technologies such as AI-driven analytics, personalisation tools, and marketing automation platforms. These tools can streamline campaign management, optimise audience targeting, and provide actionable insights into consumer behaviour.

Solutions that integrate seamlessly with your existing tech stack, such as customer relationship management (CRM) systems or data analytics tools, will ensure a smooth implementation process.

4. Align Costs with ROI

Budget considerations are vital. Compare pricing models, whether retainer-based, project-based, or performance-based. While premium services may involve higher upfront costs, focus on their potential return on investment (ROI), such as increased revenue, enhanced brand loyalty, or improved market positioning.

5. Build a Collaborative Partnership

An online strategy partner should function as an extension of your team. Prioritise transparency, open communication, and a shared commitment to achieving your brand’s goals. A collaborative approach ensures alignment on strategy and execution, leading to better outcomes.

Conclusion

Sourcing the right online strategy partners and solutions requires careful evaluation of expertise, innovation, and ROI potential. By aligning your brand’s goals with a partner’s capabilities, digital marketing professionals can create impactful, data-driven strategies that deliver lasting results in an increasingly competitive digital environment.

Are you searching for Online Strategy solutions for your organisation? The Digital Marketing Summit can help!

Photo by Mark Fletcher-Brown on Unsplash

Travel influencer recommendations not as powerful as we think?
By:
0

A survey of 2,000 UK consumers by Epsilon has found that despite the prominence of travel influencers on platforms like Instagram and YouTube, only 11% of those planning trips away in 2025 say they would rely on their recommendations. Even among 18–24-year-olds, less than a quarter (24%) plan to turn to influencers for travel inspiration.

The disconnect is tied to affordability and transparency. Among influencer followers, 63% find the destinations promoted out of their budget, with 25% reporting the gap reaches thousands of pounds. Additionally, 23% say influencer content lacks transparency around costs, making it feel impractical and unattainable.

Elliott Clayton, Managing Director, International, Epsilon, notes, “These insights reflect a significant shift – UK travellers are prioritising realistic, transparent travel options over aspirational content that feels unattainable. Travel brands have a real opportunity to connect with audiences based on knowing the right price point and being clear in their messaging.”

Longer running conventions of the industry are also drawn into question by the findings. The first Saturday after the festive period, nicknamed Sunshine Saturday by the UK travel industry, has traditionally been a peak booking day. Last year, January saw nearly 2.2 million sector transactions, according to Nationwide. However, just 7% of respondents express they typically book in January; it’s clear that the scale of opportunity for travel brands throughout the rest of the year is enormous.

Approaching half (43%) of travellers say when they book now hinges on the specifics of the trip. Among those embracing new ways to travel, 33% are opting for cost-effective versions of the trips they see online and 24% are seeking lesser-known destinations. A notable 29% are prioritising activities or experiences over accommodation alone. Meanwhile, spontaneous travel is on the rise, with 24% booking last-minute trips, and 19% embracing solo travel.

The data highlights 13 distinct channels influencing travel inspiration, showing that travellers engage with a broad mix of traditional and modern sources.

Travel agents (20%) remain as popular as TripAdvisor (20%), reflecting the value placed on both personalised guidance and user reviews. Similarly, Reddit (11%) matches the influence of social influencers (11%), showing that anonymous, unfiltered advice resonates just as much as curated content.

Traditional media continues to outperform some digital tools, with travel magazines and articles (17%) and TV adverts (14%) outpacing mobile apps for travel planning (12%).

These findings reveal that travellers seek a balance between trust, variety, and expertise, valuing personal recommendations (46%) alongside visually engaging and candid advice. For brands, the key is working out which channels matter for your audience while combining personal connections, storytelling, and trusted content.

“There is a growing demand for independent, flexible travel experiences,” adds Clayton. “Travel brands must embrace personalisation and diverse channel strategies to meet these evolving expectations and loyalty has never been more important as means to capture valuable word-of-mouth recommendations from satisfied customers.”

Photo by Spencer Davis on Unsplash

IPA Bellwether reports UK digital ad budgets rise
By:
0

The Institute of Practitioners in Advertising’s (IPA) Bellwether reports marketeers have revised their budgets upwards in the first quarter of 2017, the highest level recorded in almost a decade.

Some 26.1 per cent of those companies polled remain positive about 2017/18 budgets, signalling growth for the coming year,  while 11.8 per cent of companies said that marketing budgets would increase during the first quarter of 2017.

32 per cent of those companies polled also reported improvement in the financial pipeline, compared to 19 per cent that predicted things would be worse during the quarter.

The IPA reported marketers on tighter budgets are seeing greater value from digital and positioning ad spend accordingly, mostly as a direct result of the unknown effects of Brexit negotiations and wider economic uncertainty.

However, despite a positive outlook for digital ad spends in 2017, the IPA predicts stagnation materialising in 2018, with marketers being advised by experts to proceed with caution.

Speaking about the report, the IPA’s director general Paul Bainsfair said: “The election result has thrown further uncertainty into an already volatile environment.

“It is inevitable that this has had a knock-on effect on UK. Specifically, for marketers this has meant a desire, where possible, to seek out more activation driven advertising. As evidenced strongly in this latest Bellwether Report, this has resulted in a further move towards advertising in the digital space.”