Tag Archive for: digital marketing

What Have We Learned in Digital Marketing In 2020 & What Will Be Important In 2021?

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Digital Marketing 2021

After a year of complete upheaval both in the business world and our personal lives, changes in consumer behaviors, businesses and their associated digital marketing strategies will have a lasting impact. Not only has the messaging changed but also product and services and how they are delivered.

So what is important in Digital Marketing for 2021?

2021 will see even more migration to digital platforms, including e-commerce, chatbots, email, apps, artificial intelligence, predictive analytics, omnichannel marketing and augmented and virtual reality. Any technologies which create a more seamless customer experience are of prime focus.

Omnichannel marketing is key, as people are engaging with your brand, now with screens from home for both consumers and working professionals. Marketing Communications and how this information is accessed has dramatically increased the importance of digital channels as part of the customer journey. E.g. Purchase rate of omnichannel campaigns is 287% higher than single-channel campaigns. Reactivation campaigns recovered 2.13% of otherwise churned customers, which not only recovers them in the moment, but potentially for the future as well. (Omnisend 2020).

 

Artificial Intelligence, SEO & Social

Artificial intelligence (AI) is really changing how people interact with online content which will continue to impact social media marketing and SEO performance. Algorithms will rely even more on interaction, engagement and video. Content is ranked based on algorithms inspecting content quality, and user interest so location history, browsing history, app usage, calendars, search history, and home and work locations are all relevant. AI has never been as influential in Digital Marketing as it is now, so it will pay dividends to understand the capabilities of these tools in 2021.


Mobile Responsiveness

Make sure that the mobile page content quality is as good as the desktop page, and this is for everything you do on the web. Build your sites for mobile, and worry about the desktop version as a second priority. Most traffic will come to your site through mobile devices, so make sure those visitors have a great user experience on the site.

Video


Online video continues to be a really important format for all digital activity. With over 1 billion users on YouTube and video projected to surpass all other content forms in terms of consumption, you need to include video as a key part of your Digital Strategy.
Optimise your video channel name and description using a user-friendly overview of what your channel is about.

Virtual events have seen significant growth and are here to stay as an impactful way of connecting with your key target personas and delivering your marketing message. Traditional events like trade shows and conferences will struggle and adapt.

 

Use your analytics to understand how your digital marketing strategy is performing

 

 


Which challenges are driving high quality traffic? Which specific activities are delivering conversions? Which content formats are getting more engagement? Which content is increasing shares of your website pages? From an SEO perspective on your website, what URLs are being crawled? What websites are referring quality traffic? How long are your pages taking to load? Are all pages being indexed? Are users engaging and staying on your pages or bouncing? Consider all these types of information in order to monitor you’re your performance.

The focus continues to be around building quality content that will engage your target personas naturally, based on their issues, motivations and where they are in the purchase process. In 2021, the same applies with more sophisticated formats, tracking and ways of drawing relevant insights.

From our years of experience working with clients on Digital Marketing activities, we have helped businesses overcome challenges of all types. Obviously the digital activities you focus on will depend on your key business objectives. A focused strategy with a robust, but creative messaging will help you build the right profile with the right personas.

Our focus is on making your Digital Marketing drive the right conversions for your business and driving ROI.

If you would like to improve your Digital performance, backed with a results driven content strategy, consider our Digital Mentor Programme. We have worked with many businesses over several years to implement an effective long term Digital Marketing Strategy to drive the results they want

Download our Digital Marketing Strategy ebook and get access to our proven 5 step process that delivers results every time

Digital Strategy Article Template

Digital Marketing 2021

After a year of complete upheaval both in the business world and our personal lives, changes in consumer behaviors, businesses and their associated digital marketing strategies will have a lasting impact. Not only has the messaging changed but also product and services and how they are delivered.

So what is important in Digital Marketing for 2021?

2021 will see even more migration to digital platforms, including e-commerce, chatbots, email, apps, artificial intelligence, predictive analytics, omnichannel marketing and augmented and virtual reality. Any technologies which create a more seamless customer experience are of prime focus.

Omnichannel marketing is key, as people are engaging with your brand, now with screens from home for both consumers and working professionals. Marketing Communications and how this information is accessed has dramatically increased the importance of digital channels as part of the customer journey. E.g. Purchase rate of omnichannel campaigns is 287% higher than single-channel campaigns. Reactivation campaigns recovered 2.13% of otherwise churned customers, which not only recovers them in the moment, but potentially for the future as well. (Omnisend 2020).

 

Artificial Intelligence, SEO & Social

Artificial intelligence (AI) is really changing how people interact with online content which will continue to impact social media marketing and SEO performance. Algorithms will rely even more on interaction, engagement and video. Content is ranked based on algorithms inspecting content quality, and user interest so location history, browsing history, app usage, calendars, search history, and home and work locations are all relevant. AI has never been as influential in Digital Marketing as it is now, so it will pay dividends to understand the capabilities of these tools in 2021.


Mobile Responsiveness

Make sure that the mobile page content quality is as good as the desktop page, and this is for everything you do on the web. Build your sites for mobile, and worry about the desktop version as a second priority. Most traffic will come to your site through mobile devices, so make sure those visitors have a great user experience on the site.

Video


Online video continues to be a really important format for all digital activity. With over 1 billion users on YouTube and video projected to surpass all other content forms in terms of consumption, you need to include video as a key part of your Digital Strategy.
Optimise your video channel name and description using a user-friendly overview of what your channel is about.

Virtual events have seen significant growth and are here to stay as an impactful way of connecting with your key target personas and delivering your marketing message. Traditional events like trade shows and conferences will struggle and adapt.

 

Use your analytics to understand how your digital marketing strategy is performing

 

 


Which challenges are driving high quality traffic? Which specific activities are delivering conversions? Which content formats are getting more engagement? Which content is increasing shares of your website pages? From an SEO perspective on your website, what URLs are being crawled? What websites are referring quality traffic? How long are your pages taking to load? Are all pages being indexed? Are users engaging and staying on your pages or bouncing? Consider all these types of information in order to monitor you’re your performance.

The focus continues to be around building quality content that will engage your target personas naturally, based on their issues, motivations and where they are in the purchase process. In 2021, the same applies with more sophisticated formats, tracking and ways of drawing relevant insights.

From our years of experience working with clients on Digital Marketing activities, we have helped businesses overcome challenges of all types. Obviously the digital activities you focus on will depend on your key business objectives. A focused strategy with a robust, but creative messaging will help you build the right profile with the right personas.

Our focus is on making your Digital Marketing drive the right conversions for your business and driving ROI.

If you would like to improve your Digital performance, backed with a results driven content strategy, consider our Digital Mentor Programme. We have worked with many businesses over several years to implement an effective long term Digital Marketing Strategy to drive the results they want

Download our Digital Marketing Strategy ebook and get access to our proven 5 step process that delivers results every time

Enterprise Ireland Online Retail Scheme

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Enterprise Ireland Online Retail Scheme

What is the Enterprise Ireland Online Retail Scheme?

The Enterprise Ireland Online Retail Scheme is a grant to businesses that meet the specified criteria to help them develop or enhance their online trading capabilities.

The grant covers 80% of the costs of the proposed activity. So for example, if your proposed activities are quoted as costing €12,500, Enterprise Ireland will cover €10,000 (which is the minimum cost and grant allowed. The maximum grant is €40,000).

So what does this mean for your business?

It means that, from as little as €2,500 investment, your business can enter into the world of eCommerce and online marketing. Activities carried out by WebResults that would be covered by the grant include:

Research:

This includes analysing your current and potential online presence and opportunities. We will explore your market and learn about your brand, target audience, products or services and more. We will also present you with options in terms of the tools, applications and platforms you can use to drive your business forward. This will help you make informed decision in regards to how you want to proceed.

Strategy development:

  • Development of a written digital strategy and a roadmap for implementation including resource and business process considerations
  • Identifying how the company’s value proposition should be demonstrated online, what aspects should be emphasised and how best to present this
  • Ensuring that your business’ online presence is being fully utilised / optimised to fulfil its overall potential, supporting the overall business strategy
  • Consideration of omni-channel offering (including marketplaces and social media)

Implementation:

  • Optimising the company’s online presence to ensure domestic and international visibility (e.g. web enhancement and localisation, associated business process enhancements, search engine optimisation etc.)
  • Enhancing related “back end” systems (e.g. product presentation, supply chain management, systems integration to improve consumer experience etc.)

How can WebResults help you?

We have been involved in the world of digital marketing for over 20 years. In that time, we have learned what methods, tools and channels work and more importantly, what does not. Put our expertise to work for your business. If you want to survive and thrive during this COVID-19 crisis, talk to us today about your application. Call us or fill out our callback form and we will reach out to you.

What Is The Digital Mentor Programme?

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webresults digital mentor programme

Over the last 15+ years, we have designed and redesigned our Digital Mentor Programme to meet the ever-changing needs of businesses. 

The Digital Mentor Programme is plan of action that consists of four pillars:

  • Support
  • Structure
  • Accountability
  • Results 

WebResults works with your business to devise a relevant digital marketing strategy based on your business objectives and market. We then identify KPIs that are aligned with the results you want to see from your business’ marketing activities. We work with staff within your business to execute the digital marketing tasks, with agreed timelines and build the roadmap to achieve success.

webresults online coaching

 

How long does the Digital Mentor Programme last?

The Digital Mentor Programme runs for a minimum of 6 months, though many of our clients are still with us after several years. You stay as long as you are getting results and learning.  It involves setting out clear daily/weekly tasks and having phone or email support as you work through these tasks. We then schedule regular calls to track progress, monitor performance, set out tasks and next steps ensuring progression for the individual and growth for the organisation.

How does it work?

The programme commences with a fact-finding session over the phone where we set out to understand your business objectives and your team’s goals. We look at your existing profile on the web, establish what needs to be done in order to achieve your objectives and set out an action plan and roadmap to ensure we see success within the given time frame. We then go through this with you in detail and agree realistic timelines with you.

 

Our programme management system ensures you have full visibility on all tasks and time spent by both us at WebResults and your team, and it is always clear what tasks remain outstanding and what is completed, including the time each task took. It ensures that the time is being best spent on where you can get the best results. The latest versions of all shared files and information are also stored in this same system, providing easy access to all materials all the time.  

What areas will I focus on?

The programme focuses mainly on SEO, social media marketing and analytics, but is adapted to use the activities that are most relevant and important to achieve your digital marketing business objectives and your market. Google Ads is not included as part of the programme, ask us about our Google Ads Management services if you would like more info.

Digital Mentor Programme

This structured, measurable and transparent programme brings the digital marketing skills and expertise your business needs, in-house, to deliver ROI and the best results in your marketplace.

 

The Covid-19 pandemic presents huge challenges for many businesses, not just to drive revenue but also to manage teams remotely. The digital mentor programme is adapted to enable your business to build your profile, drive new leads or sales where your best revenue potential exists, using a proven structure. We have over 20 years business experience and digital marketing experience and will help you rethink your digital marketing strategy and put the most effective measures in place for your business to survive and thrive. Talk to us today and give your business a kick start through our Digital Mentor Programme.