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Content Management

Do you specialise in Content Management? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in January we’ll be focussing on Content Management services.

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 solutions 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 James Howe on j.howe@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Jan – Content Management
Feb – Lead Generation & Tracking
Mar – Email Marketing
Apr – Digital Printing
May – Social Media
Jun – Brand Monitoring
Jul -Web Analytics
Aug -Conversion Rate Optimisation
Sep -Digital Signage
Oct -Brochure Printing
Nov – Creative & Design
Dec – Online Strategy

Get ready for 2021 at the eTailing Summit
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It’s been a rollercoaster of a year for us all and are looking forward to some normality in 2021 join us at the eTailing Summit!

Although we are extremely disappointed to miss seeing your faces in-person at the eTailing Summit, our virtual Summit really is a smart way to get in front of budget-saving solution providers in the comfort of your living room/office!

  • Do you have any new projects you need help with?
  • Are you facing any new challenges?
  • How can we support you?

You’ve probably had to make numerous changes within your organisation, leaving you with little or no time to source new suppliers – therefore, at the Summit, your bespoke itinerary of online, 1-2-1 meetings will be arranged by us, with little effort required by you.

23rd & 24th March 2021 – 09:00-13:05

Attendance is flexible, you can either attend for one or both half days.  

Lunch is also provided and will be delivered to your door!

The event is entirely complimentary – register your free place here or get in touch for further details.

We look forward to seeing you (virtually) very soon!

Content Management

Content marketing ‘providing increased value to CMOs’
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Over a third of CMOs believe establishing a thought leadership position provides best results for sentiment and relationship building.

That’s according to the findings of iResearch Services’ thought leadership research, which asserts that content marketing, supported by issues-led thought leadership, is the way forward for CMOs.

The research gathered insights from 500+ CMOS/-1 professionals spanning the UK and USA. The aim of the research was to establish how, when and where marketing budgets are being allocated and through which brand channels the majority of effective content is being published.

The survey asked experienced marketing professionals to choose which form of marketing engages best with their audience and the budget allocated to each area; share their preferred techniques they use as a marketer to research their target audience when creating their marketing strategy; and analyse what types of content they believe provide the best engagement.

Key findings include:

  • Content marketing receives the biggest marketing budget allocation (23.5%) compared to just 10% spent on product marketing and social media marketing separately.
  • On a scale of 1-5, most marketers believe that content marketing delivers the highest levels of audience engagement compared to other forms of marketing.
  • One third of marketers believe opinion based content provides the best engagement and almost three quarters (71%) believe thought leadership provides the best results for sentiment and relationship building, yet two thirds (66%) of marketers still believe advertising is an effective element of a marketing strategy. 
  • 61% of marketers believe that issues-led content that shows an understanding of the audience’s business or industry challenges receives higher engagement.

The research shows the way people are consuming content is changing, with more CMOs utilising content marketing (23%) as opposed to investing in event marketing (11%), as the remainder of the calendar year will continue to focus on virtual events as a result of Covid-19.

Yogesh Shah, CEO of iResearch, said: “It is important for us to continue to address the needs of CMOs and to ensure they can effectively communicate with their target audience and therefore strengthen their sales pipeline. Creating relatable, issues-led content is key to this and it is clearly a form of content that is an integral part of all marketing strategies. Organisations need to position themselves as industry leaders by sharing their expertise, and a data-driven thought leadership strategy is exactly the way to do that.”

For the full research findings, click here.

3 Quick-Wins to Improve Your Online Strategy
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With the national lockdown ending Wednesday 2nd December and the new, more rigorous tiered system taking full effect, the push to drive traffic online is imperative, especially for brands looking to circumnavigate disaster and get on the path to recovery this most crucial Christmas trading period. Without the possibility to engage shoppers in-store, the need to develop effective customer strategies for digital channels, at speed, is vital.  

To help you revolutionise your online strategy – quickly – Go Inspire are providing our top 3 quick wins…

1. Truly Understand the Performance of Your Online and Offline Media Mix 

Having the confidence to adjust, reallocate or drop marketing investment for specific channels in the media mix can often be difficult for marketers, particularly when hard evidence of customer profitability and channel and campaign performance is lacking.

Imagine spending £thousands on Paid Search only to find out later that those individuals would have come to you anyway via another channel 

Ideally you would be able to demonstrate the profitability of marketing spend and business growth delivered by targeting the right individual, at the right time, with the right message using the right channel.

Digital Playback is a marketing attribution platform that maximises return on investment by highlighting when an individual is in-market, and which channel will be most effective in converting your live opportunities. 

2 things that Digital Playback achieves:

  • It chronologically clusters all interactions a known or unknown individual makes across all channels and devices to highlight the role of each media channel in the sale.
  • It also segments individuals based on engagement, value bands and channel preference to give a true measurement of incremental performance and to deploy more responsive real-time or planned campaigns.

With this new understanding of the whole customer journey you can build more effective marketing campaigns by investing in the activity that is truly working. For example, if your annual budget is £1million on Paid Search, you could typically save £150k immediately.   

If you’d like more information, simply click here and complete the short form to register your interest. 

2. Cut through the clutter and respond quickly to your known customers online actions with offline marketing.

As marketing budgets decrease, the overriding impulse may be to sacrifice quality for quantity and the physical for the digital. 

But before you put your faith in a display ad campaign with a forecasted 5,000,000 reach and 0.01% CTR, please ponder the recent JICMail and Royal Mail MarketReach research showed that a record 96% of mail was engaged with in Q2 2020. 

When you factor in that online traffic driven by direct mail increased by 70% YOY and online actions, taken as a result of receiving mail, increased by 64% since Q2 2019, its difficult to deny the role direct mail should be playing in your marketing mix. 

To facilitate this even further, direct mail manufacturing technology has now evolved to the point where it’s possible to achieve a realistic price point for standard format pre-templated mailings, for volumes as small as one record. 

Timely AlwaysOn communications can be triggered by any predetermined event in your customers’ online journey, such as repeat website visits or items being added to an online basket but not purchased. 

When an AlwaysOn approach was adopted by JD Williams and trialled alongside email, they saw a 14% increase in abandoned basket conversion using trigger mail, a 6% increase in response rates, and an 8% increase in average item value. 

One application could be to act quickly to communicate with customers in stores affected by local lockdowns, about product availability or changes to in-store services and drive them to online pages, solutions or services, rather than see them look elsewhere, to competitors, for their requirements. 

3. Improve acquisition and drive traffic online with targeted door drops

Win new ideal customers by using targeted door drops which research from JICMAIL shows are opened 74% of the time and interacted with, on average 2.8 times. 

Using advanced targeting you can reach households that match your desired profile. Find people within driving distance of a specific location or from particular demographic groups (e.g. age, location, household consumption etc.)

Door drops have evolved and are now much easier to execute. This is because end-to-end management and production of your highly targeted door drops can include insight, identification of target audiences, design, production and distribution, all in one place.

A bit about Go Inspire

At Go Inspire, we work in partnership with you to revolutionise communications strategies within your business and the relationships you have with your customers.

For over 25 years we’ve helped our customers live by the mantra “right person, right time, right message” and as technology and customer demands have evolved, we’ve ensured “right channel” has been added to that mix. 

If you’d like any support or expert advice in delivering any of the above, simply fill in the form on this page and a member of our team will be in touch. 

The secret sauce of successful paid digital marketing
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By Steve Plimmer, ESV Digital

Marketing as a whole has some core prerequisites to be successful (measurable goals, a united and clear message to convey, smart budgeting). Paid Digital Marketing is no different but a unique strength of the digital space is a central factor in making all forms of digital advertising work. It’s not keywords, it’s not bids, it’s not directly being able to track and attribute conversions – for the latter, many advertisers don’t care about conversions so much. It is audiences.

Audience tracking, targeting and managing is Paid Digital Marketing’s secret sauce

There are certainly those who may claim the website is the real common denominator but you can have the best website in the world; if the users visiting it are low quality (poor intent, the wrong type of user in any way) it can’t get you results.

It is true that below-par websites will generally perform poorly but they’ll perform far above their fighting weight with good audience strategy.

Many advertisers are starting to get to grips with this fact, as PPC Keywords get diluted and many forms of control on search, shopping and display recede, because the biggest remaining lever of control (and insight) that seems to be surviving all this change is audiences.

What do we mean by audiences?

When speaking about audiences, I’m referring to literally any aspect of a user’s profile or behaviour that can be categorised, measured and targeted. This can include:

  • Location
  • Device
  • New or returning visitor
  • Prospective or returning customer
  • Engagement behaviour with the site or ads (e.g. video ads)
  • Age
  • Gender
  • Life stage/event
  • Content topics of interest
  • Occupation

This is by no means an exhaustive list and these are all beyond the basic audience segment of those who search on a search engine and self-select to be an audience member of “people who searched for product x.”

Many of these have long been used by Facebook advertisers or on LinkedIn but now marketers have a host of powerful options on both Google and Bing Ads plus other Display networks.

Uses

What is the value and what are the potential applications for all these audiences? Before anything else, you need to look at the data you have pertaining to these audience types. Without this we cannot know if it’s salient to even do anything with age groups, for instance. Maybe all ages convert about the same rate. And don’t forget to review how they may impact your CLV (Customer Lifetime Value).

To gather data about audiences that are not sourced internally, you can sometimes just run a report with these segments – normally the most generic user properties, like demographics or location – but for the more advanced and granular audience types, you may be able to add those audiences as “observed” audiences for a time to gather data. Google Ads is a great example of this. Once you have allowed time to pass and the data to accumulate, you may be surprised by some audience correlations and conversions on your site.

Once you have an idea of where performance opportunities lie, you can then decide how to segment targeting, auto-bidding and messaging to address them.

Not all audience uses must be hard-data-led, however. They can also be used simply to segment messaging. Decide what USP of your offering will ring bells with a certain audience (or layered audience) but also position the brand and set an appropriate call-to-action, imagery etc. In addition, you can identify your core target audience per your business plan and shape your strategy, in part, that way. If nothing else, it’s a good way to focus your budget on the user profiles through which you fundamentally want to gain market share.

You can leverage your CRM data to segment existing customers in a limitless number of ways and target them (subject to audience size) in PPC and Facebook/Instagram.

An extra bonus of the latter is that some platforms can take your audience and make look-a-like audiences to expand your penetration of people similar to those who convert on your site. You can take this further by buying email address lists of curated people and upload them as customer match lists.

Conclusion

When you come to choosing digital marketing platforms to use, ask yourself (and the platform in question) what audience targeting features it offers. Then ensure audience segmenting, messaging and management is core to your digital marketing strategy. This may involve many internal stakeholders and partners to do it right (web development, app development, data warehouses, data analysis, CRM teams and so on) but without making efforts to leverage audiences your competitors are going to eventually eat your lunch.

For more information about ESV Digital’s search marketing strategy, get in touch. You can also follow us on Twitter and Facebook for the latest updates.

Digital Marketing Solutions Summit: Book now for 2021
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Don’t miss the chance to meet 1-2-1 with innovative suppliers at the Digital Marketing Solutions Summit – Delegate registration is now open!

It takes place on the 13th May 2021 at the Hilton London Canary Wharf and is entirely free for you to attend.

In addition to a full itinerary of business meetings, you will get the latest insights and advice on trends in the sector via a series of seminar sessions.

Lunch and refreshments are also included with your complimentary guest pass.

Simply confirm your place here or contact me today to find out more information.

Second Lockdown, Greater Support ‐ 20% off marketing retainers for 3 months
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CCM Group increases marketing offering as a bid to support businesses through a turbulent time…

CCM Group has been providing continued support for businesses throughout the duration of the ongoing global pandemic. Whether it’s small companies who simply need to stay afloat, or bigger businesses who have had to cut back on their marketing activity, CCM’s aim has remained the same – to enable greatness and to help those less fortunate throughout an unsettling and uncertain time.

CCM Group is a rapidly growing, people-focused set of companies; all centred on innovation and excellence, and CCM Creative is its B2B function. Providing customers with creative, marketing and print services as well as offering high quality merchandise and fulfilment services, the CCM Creative team pride themselves on their wealth of experience, their client portfolio and their flexible service and pricing offering which enables customers to build a bespoke package which is tailored specifically to their budget and individual requirements.

So far, CCM Creative has provided free marketing audits; worth almost £1000, free marketing advice and even a free rebrand – and their latest offering consists of substantial discounts on their marketing and creative services. Throughout November and December, new and existing customers can take advantage of 20% off retainer marketing services for 3 months, 25% off marketing audits and 4 x FREE bespoke graphics with all social media packages!

The marketing audits have recently been launched as a brand new service due to popular demand, and CCM Creative are offering these at a hugely discounted price of just £730 plus VAT until the end of December. Audit recipients can expect to see a full website analysis, a comprehensive review of social media activity, competitor analysis and much more. CCM Creative also includes free, professional recommendations on how to utilise and implement an improved marketing plan within the audits, making them an unmissable and invaluable resource during a time when keeping your business relevant and visible is more important than ever.

CCM Creative offers the full marketing mix – from email marketing, social media management, graphic design and analytics, to SEO, website design, animation and photography services and their client portfolio covers a vast array of industries. With a flexible ‘pick n mix’ style pricing structure and prices starting from just £40 plus VAT, CCM Creative has an offering suitable for all budgets. 

To take advantage of these offers or to find out more about CCM Group, head to www.weareccm.co.uk, email marketing@weareccm.co.uk or call 01623 625222.

Register for your free spot at EPIC 2020 – Returning speakers, different landscape
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Over the course of two mornings, previous EPIC keynotes and speakers including; Peter Docker (Co-author, “Find your Why”), Mark Wright (Founder and Director, Climb Online, Winner 2014 BBC’s The Apprentice), Mark Davies (Whistl) and Scott Logie (REaD Group) will share their thoughts, research and lived experience in a 2020 marketing update – reviewing what worked when they spoke for EPIC last year, what still works now, what doesn’t and where efforts should be focussed now. 

The event will be broadcast live over two mornings

There will be additional video content, tips and advice, from Rory Sutherland (Ogilvy Group), Dee Blick (The Marketing Gym) and other EPIC supporters and speakers, including Olga Munroe (Retail Institute). You can watch the whole live event or keep your eye on the schedule and pick and choose when to join in.

Day 1 – 2nd December 2020 – 10:00am to 1:00pm

Takes a good look at marketing behaviour as we settle into a new normal and as people everywhere learn to live with the reality of COVID-19, including:

How should marketers respond to the five themes identified by McKinsey?

McKinsey reports that although the pandemic’s impact has varied on economies across regions, five themes have become evident among consumers across the globe:

1.         Shift to value and essentials

2.         Flight to digital and omnichannel

3.         Shock to loyalty

4.         Health and “caring” economy

5.         Homebody economy

Day 2 – 3rd December 10:00am to 1:00pm

EPIC will show marketers how they can address the evolving needs of customers, clients, and citizens by adapting, innovating and reinventing. Delegates will be introduced to the systems, processes, and technology that can make a massive difference to the way they work.

The take-away

Delegates will come away with:

1.         An updated idea as to what products and services will come to the fore to support integrated marketing post Covid-19.

2.         An understanding of what no longer works in marketing and why.

3.         How to create and deliver value in these ever-changing circumstances.

4.         An understanding of what now works that didn’t before, why it does, and importantly, how to implement it in their own campaigns.

Book now! www.epicthinking.net

2nd & 3rd December – 10:00am to 1:00pm

Digital Marketing Solutions Summit: Save the date!
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The next Digital Marketing Solutions Summit will allow you to attend either in-person at the live event or via a virtual platform – register today!

Your place is entirely complimentary and includes;

  • A personalised itinerary of relaxed 1-2-1 meetings with budget-saving suppliers who match your needs for upcoming projects
  • Access to a live insightful seminar session led by an industry thought leader
  • A wealth of pre-recorded webinars
  • Lunch and refreshments throughout
  • Networking with fellow industry professionals

Your attendance is entirely flexible – you can attend for a half or full day – fitting your requests around your diary.

Digital Marketing Solutions Summit

13th May 2021 – Hilton London Canary Wharf

Secure your virtual OR live event pass HERE. 

Or if you have any questions, contact us.

Do you specialise in Online Strategy? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in December we’ll be focussing on Online Strategy services.

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 Online Strategy solutions 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 James Howe on j.howe@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Dec – Online Strategy
Jan – Content Management
Feb – Lead Generation & Tracking
Mar – Email Marketing
Apr – Digital Printing
May – Social Media
Jun – Brand Monitoring
Jul -Web Analytics
Aug -Conversion Rate Optimisation
Sep -Digital Signage
Oct -Brochure Printing
Nov – Creative & Design
Dec – Online Strategy