Integrated Digital Marketing White Paper

| April 26, 2016

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An introduction on how to plan your digital marketing strategy in 2013, presented by the team at BlueGlass.
Each section of this whitepaper has been written by a BlueGlass team member, within the relevant area of expertise. Making this our own integrated marketing
project in many ways!

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We believe that in today’s adaptive world everything begins and ends in media. Our role in this world is to help clients grow their business and to become their lead business partner and we achieve this through a culture of original thinking driven by speed, teamwork and provocation.

OTHER ARTICLES

Role of Technology in Improving Customer Experience

Article | October 13, 2020

Since the vocation of an e-commerce site is to generate sales on a recurring basis, it is logical to state that the customer experience largely conditions these results. Indeed, for Internet users who visit your site to be encouraged to purchase, it is important that they are satisfied when they browse it. Moreover, satisfied customers will be easier to retain, and more likely to recommend you to others. These are all reasons why it is essential that you continuously optimize the experience on your e-commerce site. In the rest of this article, you will discover the best practices to observe for this purpose. Interact with Your Customers with An Online Questionnaire: You must first understand that to attract your targets, you must necessarily establish a relationship of trust with them. Then, the strategy you put in place upstream to attract customers and encourage them to sell will have to evolve over time. Of course, it is a question from the start of ensuring that the strategy is as efficient as possible, but it must above all be flexible to be able to adjust to the feedbacks of your customers. It is therefore essential that you establish a proactive exchange with your customers, and for this, the online questionnaire is one of the most popular tools. Indeed, the online questionnaire allows to bring the humanized side of your service, to create an interaction, to show that you attach importance to the opinions and comments of your customers, etc. As part of your marketing processes, the online questionnaire can also constitute an element of reassurance that will be useful to you to support and direct your customers more easily in the purchasing process. Moreover, it is very easy to set up: you can create a quiz easily by clicking here and thus set up your communication and digital marketing strategy without further delay. Finally, it is important to note that the effectiveness of the online questionnaire depends on certain elements, such as the method used to distribute it or the frequency with which it is sent. It is strongly recommended that there be a comments area there, so that customers can share their requests and / or comments with you at the end of the survey. Make Sure Your Site Is Accessible On All Media: The report published by a magazine shows that 70% of online purchases will be made on mobile in 2020, figures which prove that from now on, it will indeed be a question of “ m-commerce ” in addition to e-commerce. Think with Google also shows that 77% of online shoppers are more likely to place their orders with their mobile device. This convinces us that it is of the first importance to make it possible to read your e-commerce site on all screen sizes. It is not only a question of planning a responsive web design theme, but also of setting up an m-commerce platform to meet the requirements of your targets who increasingly use their smartphones and tablets to browse and buy on Internet. Making your site accessible on all media thus consists of: • Eliminate the Tabs That Weigh Down Mobile Browsing, • Use A Dynamic Theme, • Reduce the Size of The Images by Compressing Them, • No Longer Provide A Sidebar, • Remove Pop-Ups. Offer A Personalized User Experience: For the customer experience to be optimized, it is also necessary to offer them a personalized experience. The importance of this factor is such that 33% of customers will give up buying from an e-commerce site if they feel that it does not provide enough customization options. You must therefore ensure that your merchant site allows customization by: • The Use of Geolocation to Indicate the Closest Physical Points of Sale, • The Offer of Complementary Products in The Customer Basket, • Virtual Testing of Products (Via Augmented Reality for Example), • The Proposal of Recommendations Based on The Customer's Previous Purchases, • The Use of Predictive Targeting (To Personalize the User's Home Page). A Simplified and Secure Payment Step: To ensure the satisfaction of your customers when they browse your site, you must also make the payment step as easy as possible. In many ways, this step strongly impacts the conversion rate of your prospects, as cart abandonment is most often found at this time, when they feel the process is too tedious. It is therefore imperative that you pay particular attention to the means of payment that you offer to your customers. In this context, setting up a secure payment service is the best solution to adopt, using an HTTPS protocol for example. Also remember to systematically inform your customers that the payment page is perfectly secure (with the padlock icon). Finally, it would be wise to offer the online payment methods with which your customers are the most comfortable (to be determined by means of a survey or an online questionnaire). Guide Consumers with A Chatbot: While it goes without saying that an e-commerce site must have available and responsive customer service, some may think that the chatbot remains optional. However, be aware that 45% of Internet users prefer to use the chatbot to communicate with customer service. More importantly: 47% of e-commerce website users express their motivation to buy using this technology. This is explained by the fact that the chatbot makes it possible to inform visitors more easily and quickly. With a simple message, they can know your general conditions of sale, your return conditions, your delivery times, etc. The chatbot is therefore a tool to be adopted urgently to optimize the customer experience on your site. Remember, however, that it does not replace real customer service! It will nonetheless bring an increase in speed in the processing of your customers' requests, and above all, will provide the most relevant possible answers, as quickly as possible.

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How Scottish businesses can benefit from digital marketing

Article | March 11, 2020

The digital age has allowed everyone to become an entrepreneur, some to great success, but it has also created a whole new world of challenges which must be faced if you’re going to succeed. One skill above others is increasingly being seen as make or break for businesses in the internet age, and that’s digital marketing. Digital marketing is any kind of advertising or marketing you do online – on a PC, laptop, ipad or smartphone. Making it work for your business is the tricky part – you need every minute and pound you spend to count, and that means leveraging the potential of every facebook post and tweet, every review and every SEO ranking point you can. Step one is making sure your website - the online shop window - both looks professional and, most importantly, works for customers. It should also be mobile responsive, as 52 per cent of all website traffic comes from smartphones. A good example is this online casino site - everything is right there for customers to find from any platform without any effort.

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Economic Influence: When brand’s budgets have been rationalised, what should they invest in?

Article | January 12, 2021

The coronavirus pandemic has impacted brands and businesses in ways that we’d never have expected, but with everyone forced to adapt, it has left business owners with no choice but to rationalise and re-think their budgets. Whether they’ve had to cut down, or change their focus, almost all companies will have been affected by the current economic influence of the world we are finding ourselves living in. And Amelia Neate, Senior Manager at midlands-based influencer marketing agency, Influencer Matchmaker, explains where brands should be focusing their budgets and finances, and the positive impact this will generate. Economic influence in 2021 As we enter lockdown 3.0, brands and businesses will once again be forced to adapt to new government guidelines and change the ways in which they operate. And this economic influence has encouraged brands to re-think their finances and how to better spend their budgets. Although it has been a difficult time for many, the pandemic has enabled brands to think more cautiously, allowed them to stay relevant and has thrust them into a digital-first world, which is the only way to move forwards. Throughout 2020, it was proved just how important social media and online influencers really are. When the rest of the world stood still, the digital world kept on moving, and more importantly, earning. So, if nothing else came from last year, the rapid decline in traditional advertising and the focus on social media and all thing’s digital, is enough to see exactly how 2021 will go. Measuring the impact Set to become a $15 billion industry by 2022, the influencer marketing industry is showing no signs of slowing down. And with 63% of marketers intending to increase their influencer marketing budget for 2021, this proves just how successful this means of marketing really is. Although slightly tricky when it comes to measuring metrics upon face value, influencer marketing is incredibly successful and creates truly impactful results. By working with an influencer marketing agency, brands are able to be paired with an influencer that best suits their product, service and goals. Influencer marketing allows brands to present their product or service to a targeted audience and in a more direct manner, too. Not only that, but the results of all campaigns and activities are easy to track and monitor through the use of social media analytics. This allows brands, agencies and influencers to document the number of swipe up links, purchases made, views, likes, shares and other forms of impressions and engagement. ROI (Return on Investment) Influencers can generate impressive ROI (return on investment) for brands, whatever it is they may be trying to achieve. From increasing brand awareness and generating sales, to growing social media followings and reach, social media influencers are fully equipped to do just that. And with industry expertise, experience and insight, an agency is likely to have access to the all-important data you need to ensure you are paired with the perfect influencer and receive the desired results. Many business owners aren’t entirely sure where they should be spending their budgets, or even how to rationalise them, and by working with an agency, they will receive expert advice on where to spend their money to ensure effective results. Although brands should specify what they would like to focus on in terms of ROI, when working with an influencer, brands will naturally benefit from a variety of other aspects, too – making it more cost effective than traditional advertising methods. Customer retention and loyalty are huge benefits of working with an influencer. When done effectively, marketing campaigns can make consumers brand loyal, putting brands in great stead against competitors. For example, many consumers are loyal to Hello Fresh. And whilst they effectively do the same, or similar job to that of a supermarket, it is their marketing efforts that put them one step ahead. By providing their customers with recipe cards, precise ingredients which limit food waste, and information on cost-per-person per meal, this is much more appealing and suits the needs of many. And with that being said, many consumers are now striving towards living a more sustainable lifestyle. So, when presented with opportunities to limit waste, in any capacity, this will usually be taken without much further thought – which is why brands such as Hello Fresh have done so well. Similarly, sustainability is another factor that has contributed to the decline in print advertising and the rise in digital consumption, as consumers are now able to receive the same information online without any damaging effects to the environment. Cost Effective Now, more than ever before, brands and businesses are making a more conscious effort to spend their money wisely. And understandably, want to use the most cost-effective methods available to them. 2020 proved the worth of social media influencers and just how beneficial they can be for brands. And with traditional advertising methods becoming more and more outdated, it has also become apparent that they are often more costly, too. Although there isn’t a one-size-fits-all answer to the cost of influencer marketing, it does prove to be extremely cost effective, with research showing that businesses make an estimated 600% return for every £1 spent on influencer marketing. The art of storytelling and human-to-human interaction With influencer marketing, it is much more than simply selling a product. Influencers have spent years building trust and creating a tribe with the community that follows them. Social media influencers are a new branch of storytellers, implementing an element of human-to-human interaction, as opposed to human-to-brand. Matt Hayes, Managing Director of midlands-based brand agency Champions (UK) plc, is a firm believer in building brand love and brand trust and explains that emotion should be at the heart of every campaign. He said, “We’re living in an era that is centred around emotion and building connections, and that shouldn’t be any different when it comes to creating a campaign. When buying into a product or service, consumers simply look for a connection and a sense of relatability. And by utilising the power of emotion, brands will achieve trust and form that all-important bond. Without that, brands are nothing more than a commodity, competing on price alone. And influencer marketing holds the power to unlock all of this, and more.” With social media usage on the rise and with research showing that approximately 82% of users have increased their social media consumption since the beginning of the pandemic, this shows no signs of slowing down just yet. And with brands seeking to find new ways to become digital-first, many are finding it hard to stay relevant and keep up. If you’re looking to rationalise your budget and remain at the forefront of consumer’s minds, then influencer marketing could be for you.

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The Difference Between Digital Marketing and Social Media Marketing

Article | April 16, 2020

Many people use digital marketing and social media marketing interchangeably. They believe that engaging in different social media platforms is digital marketing, but this is just a part of it. Digital marketing is an umbrella term that encompasses all types of marketing activities that a brand performs digitally, both online and offline, to promote their services or products. Social media marketing, on the other hand, is one of the channels of digital media marketing. It involves marketing on social media platforms such as Facebook, Instagram, Twitter, etc.

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We believe that in today’s adaptive world everything begins and ends in media. Our role in this world is to help clients grow their business and to become their lead business partner and we achieve this through a culture of original thinking driven by speed, teamwork and provocation.

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