|It’s true that talks about the demise of email marketing have been going on for quite some time. “Social media is taking over”, “other marketing channels are more efficient” and numerous similar myths have been circling around. The reality however is different! Nobody is pulling the plug on email just yet. Despite the obvious rise of social media in our everyday lives, people still receive emails in their inboxes and they expect it more than ever. The email remains the “king” among digital marketing channels driving a tremendous ROI for businesses. |
What seems to be dead (or obsolete, to be exact) are the strategies used and the email marketing methodology followed by some businesses!
THE TRUTH ABOUT EMAIL MARKETING While email marketing is not something new, it’s still alive and kicking and far from dead according to the numbers. Specifically, according to recent statistics, email is an integral part of our daily online life. The number of global e-mail users in 2020 amounted to four billion and that number is expected to grow to 4.6 billion users in 2025.
To put things into perspective, 3.6 billion people used social media in 2020. So, there are more people using email than social media.
What’s even more interesting is the fact that the trend towards mobile devices has also affected emails, and almost 50% of total email opens occurred through mobile devices. So, people can effortlessly check their email even away from their PCs.
As for the email’s effectiveness as a channel, 47% of marketers agreed that it is the most effective marketing channel, followed by social media marketing (39%), SEO (33%), and content marketing (33%).
What’s also changed throughout the years is the affordability and functionality of email marketing services. The market is now full with robust tools with advanced features, while their pricing is affordable even for start-ups and small businesses. Some of the top email newsletter software right now can be found here.
Read more: Email Marketing Isn’t Dead, but Old Practices Have Become Obsolete
In the coming months, businesses are going to become more reliant than ever on their digital strategy. Without wanting to sound too alarmist, in many cases it will be the deciding factor in whether they make it through the tough times ahead.
The unprecedented, almost-total disappearance of all channels related to live events and conferences, and the increasing barriers on face-to-face business, pose an enormous challenge. Key to resilience is the development of ongoing contingencies to mitigate against this loss.
B2B companies in particular rely on the annual circuit of trade shows and exhibitions to network and build customer relations. In industries that are not digital-native, they may also be less sophisticated in their digital growth and customer relations strategies. For smaller businesses especially, used to getting new customers through word-of-mouth referrals or on the strength of a hard-won reputation, their loss is coming as a shock.
Larger companies are also now finding themselves in the position of having potentially lost millions through cancelled events. They won’t claw back the hours of time and expense spent on preparations for this year, but insurance and flexible cancellation policies will leave them with marketing budget to reassign. Digital is likely to be the clear winner here, and companies – including ones that may not so much as had a Facebook page before – will need to move into social marketing, content marketing, SEO and influencer-led campaigns.
Of course, this means there’s opportunities out there for the taking, if you are a B2B supplier in an industry that has been slow to adapt to digital marketing. A key factor in resilience is adaptability. If it’s standard in your industry to go out and meet new customers face-to-face before you do business, adapting may mean opening new channels over web or social media platforms where introductions can be made and relationships fostered. In the coming months, your prospective clients are going to be less open to the idea of letting you walk through the door and shake their hand – and no-one really has any idea how long this will last and whether this will lead to longer-term change.
As Scott Jones, CEO of 123 Internet Group, told me “We are in uncertain times, but with the increase of remote working and a collaborative approach, companies are turning to digital channels and embracing the transformation. We have seen a real spike during the last few weeks from companies wishing to create or update websites, launch new e-commerce channels and create social media campaigns focused on home-workers and a real focus on using influencers and SEO to reach new audiences.”
Being confined to the office – or even the home – rather than on the road on sales visits or at events, means marketers have more time to develop digital strategies. This means researching where your customers can be found online, and how different approaches and tactics might impact your success. If your organization previously put token efforts into digital channels – because like a lot of other businesses, you had built your networks offline and that had always seemed to work – now is the time to revisit them. That could be as simple as giving your website and social pages a refresh, or a more innovative approach.
Ratnesh Singh, head of global business at events technology agency Buzznation told me that he found out quickly that clients did not want to lose the networking opportunities provided by the conference circuit. On top of this, they are looking for new ways to spend their remaining marketing budgets. He said, “With our corporate clients, events often consume 50 to 60 per cent of their marketing budgets. They still want to spend that money and they are open to trying something new.
“There’s a window of opportunity here – when things are back to normal budgets will be going back into live events and that’s what they will be spending their time on.
“But if they see the benefits and opportunities that digital channels can offer, this will become part of their long-term marketing contingency plans.”
As well as offering immersive 3D virtual events, Buzznation has also found that businesses wanting to become more sophisticated in their use of live social platforms. Singh said “Clients are turning to Facebook or LinkedIn Live. Often these are platforms they have dabbled with in the past but never fully integrated into their marketing strategy. Now they see value in partnering with companies like us that know how to help them make the most of these channels, to achieve better production values and more targeted campaigns.”
It’s certainly true that the coming weeks, or months – or however long this situation lasts – will be a challenging time for any company that isn’t ready to think about how they will replace the opportunities that have been lost.
As long as businesses approach the shift to digital marketing strategically, there’s no reason why it should just serve as an emergency fill-in, but could carry on providing long-term value when the world eventually gets back to normal. And of course, it would make companies more resilient to deal with any future pandemics.
As influencer marketing evolves, it seems that there’s a new survey or report released every other week, highlighting the various best practices to locate, reach out and connect with relevant digital identities – and why you need to do so.
It can be hard to keep up, so with this infographic, the Vamp team sought to collect all the most significant findings of the year so far.
The stats here underline just how much growth there’s been in influencer marketing – highlighted by a 1500% increase in searches for ‘influencer marketing’ over the past three years. And it’s little wonder that people want to learn more, when the process has proved its worth so competently. Some 87% of shoppers admit that they’ve been prompted to make a purchase by an influencer, and almost the same amount of marketers believe it’s an effective marketing solution (84%).
Looking to get a better handle on the rise of influencer marketing, and why it’s so effective? Check out the graphic below.
Digital marketing specialists, also known as digital marketers, which some also refer to as online managers, play a vital role in the development of a country’s economy because every company must have marketers, sales executives and business developers. These groups of executives are like the heart of a business. As the world is moving fast digitally, the duties of business development, sales and marketing gradually shift into digital marketing. Most people think that digital marketing is just about managing social media, but that idea is completely wrong. Digital marketing requires a strategy that will encompass all the online assets of a company and creating a brand story that will pull target audience.
Many people have got their hands burnt because of some so-called digital marketers. These are people who just collect money from individuals and organisations and promise things they cannot achieve, thereby failing. When this happens, distrust sets in and one begins to wonder if digital marketing is not another fraud.
The soreness of digital marketing comes from the inability of prospective clients to have trust in using digital experts because of their experiences. What we the real digital marketing experts and agencies are doing is to ensure the delivery of maximum result and educating the public on the importance of digital marketing. We are creating more avenues for people to learn and understand the great wealth and opportunities embedded in digital marketing as well as the great impact it can have on our economy.
Can you give an insight into the functions of digital marketers in a modern society?
A digital marketing manager is responsible for developing, implementing and managing marketing campaigns that promote a company and its products and/or services. He or she plays a major role in enhancing brand awareness within the digital space as well as driving website traffic and acquiring leads/customers. A digital marketer may also be responsible for managing the online presence and brand of a company. Social networking tools such as Facebook, Twitter, and Instagram allow businesses to engage with their consumers in real time and a digital marketer will often be responsible for this communication. He or she plays a major role in enhancing brand awareness within the digital space as well as driving website traffic and acquiring leads/customers.
According to the 2016 Local Pulse Report from Thrive Analytics, 42% of small and medium-sized businesses (SMBs) are increasing their marketing budgets this year. This is an increase from 35% at the same time last year. The study reported that top growth areas among the more than 1,100 SMB owners who responded include mobile marketing at 49% (an increase of 15% from last year) and online display and paid search at 44% (both up 11%).
Just six out of 10 respondents to the study have a website, but 80% use social media platforms, including Facebook (70%), Twitter (32%) and LinkedIn (26%). Seven of 10 owners expect social media to generate leads, while more than half (57%) use it to build awareness and another 57% utilize it to engage their customers. Only 19% of respondents report paying for advertising on social media.
“Digital media continues to be SMBs’ main focus when it comes to marketing, especially with newer businesses,” said Jason Peaslee, managing partner of Thrive Analytics. “However, older and more established businesses continue to see value in traditional forms of marketing too. As SMBs view local advertising as a more strategic source of leads and essential for keeping up with competition, more dollars are being invested across a growing number of channels.”
Almost half (49%) of all respondents stated that mobile is their top growth area in terms of marketing, but approximately the same number state that their websites are not mobile-optimized. In fact, the majority of respondents reported they do not have a solid mobile marketing strategy.
The Local Pulse Report is a comprehensive bi-annual study that examines social media use, ratings and reviews, mobile marketing, marketing budgets and technology adoption.
The Easy Way to Go Global With Inbound Marketing.
Why partner with TotalWeb? Read the following article from “Marketing Profs” and learn how we can help you increase market share.
Most companies have heard about the practice of inbound marketing, but fewer know how to effectively implement it.
On the surface, the idea is simple: Great content generates Web traffic, and a proportion of that traffic will end up converting to leads. This is a relatively new concept for many businesses that are used to building a brand by simply pushing out products or services via more traditional methods rather than creating compelling content that pulls in customers.
Many B2B companies have started deploying inbound marketing strategies. At the core of those strategies is content marketing. Some 93% of B2B organizations are using some form of content marketing, but less than half (42%) say they’re effective at it.
Why website optimization is out and website marketability is in.
Read how Crain’s Detroit Business lays out Website Marketability, explains SEO, and defines the value of a website as being related to it’s structure, content, and evolution.
Of all articles in our blog, this is the most important to us as it explains how internet marketing works in 2015, noting that this precisely matches TotalWeb Partner’s value proposition.
“Building a site is not an end game, it is just the first step… and all of TWP’s standard offers include ongoing support, updating, and marketing to meet the requirements of marketing on-line in 2015.”
Defining Website Marketability
From Crain’s Detroit Business April 17, 2015
5 Signs That It’s Time to Outsource Your Marketing.
For many business owners, it’s easy to try to shoulder a lot when it comes to running a business. But you may face certain challenges you can’t solve on your own — or realize that you’d rather pay someone else to handle certain aspects so you can focus on the things you do best or enjoy most.
Knowing when and how to hire smart and outsource strategically is an important part of building a successful business — and still enjoying your work as a business owner. So, when it comes to the marketing aspect of your business, here are five signs that you may need a digital marketing expert so you can achieve these goals.