Chart of the day: Pound for pound, TV advertising provides the biggest return
According to an independent study commisioned by Thinkbox and conducted by Ebiquity and Gain theory, Television advertising provides the biggest return on investment compared to other forms of advertising.
TV ads created 71% of advertising generated profits, whilst online display only created 1%. The average ad-generated profit created by TV ads was £4.20.
In the age of digital, TV advertising still dominates return on investment, but it's also providing a far higher return than radio and out of home ads too.
TV ads provide the biggest return, providing a safe option for advertisers, however, it's also the most expensive form of advertising, even if a dip in advertising revenues has led to networks charging slightly less for advertising.
Recent research by Nielsen has also found that half of US-TV…
Chart of the Day: What is digital strategy?How many in business simply see digital as equalling IT?
Helping businesses create and implement digital marketing strategies is one of our main aims at Smart Insights. While it's straightforward for us as marketers to define digital marketing strategy in terms of different digital communications to support goals of increasing online leads and sales, defining digital strategy is more difficult. The reason is that for many business managers 'digital' is still often simply taken to mean 'technology' or IT.
I was reminded of this limited understanding of 'digital' in the wider business when reviewing this PwC report on organizational Digital IQ, now in its 10th year. In this report survey, respondents are IT managers, CIOs and general business managers. This visual shows how businesses struggle to define 'digital' in a consistent way. When asked to select from one definition of digital, these were the…
How to hire an amazing editor and save your brand from embarrassing gaffes and find your content groove
In today's fast-moving world of internet publishing, speed often wins over accuracy. While it may seem we're all getting more lenient with typos, misspellings, and obvious grammatical mistakes, the truth is that our mistakes are still noticed. Individual customer impressions matter, and, if the mistakes go viral, they could have a more amplified negative brand effect than ever before. Just ask the poor brands that ended up on this unfortunate countdown list full of "eggregious" mistakes "thier" surely not proud of.
Hiring an editor brings about a host of benefits, including a reduction in writing and grammatical mistakes and an increase in high-quality content. Most brands and agencies don’t have an editor, but how many can say they haven’t missed spelling or grammatical errors? It’s not a 'nice' to have; it’s a must-have.
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What can we expect from the wearables market in 2018? These are the top wearable statistics to inform your 2018 technology and media innovations strategy
The wearable technology market is a hot topic of discussion among many marketers. But it still feels unclear for some brands how they can adapt their marketing strategy to this new trend. According to a report from Juniper Research, wearable advertising spend is estimated to reach $68.7 million by 2019. opening up new opportunities for marketers.
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Chart of the day: New research reveals that bloggers are getting results across a few metrics, whilst most are blogging less often than daily
Over 1000 bloggers took part in a survey for Andy Crestodina of Orbit Media, they were asked a range of questions about how often they blog, the types of media they use, blog promotion and whether blogs are delivering results for them.
As in the B2B world (and even in B2C) blogging is such a commonly used technique, which often gets a lot of time from marketers, but does it work? The results are positive.
Bloggers are blogging less often, most bloggers publish weekly rather than daily, but bloggers are spending more time than ever writing blog posts. The message "quality over quality" certainly seems to be true. Bloggers are not publishing loads of content for the sake of it, there is a clear focus on quality. Better, longer…
Most of these companies are dominating online, but where is all their traffic coming from?
Digital marketers, web specialists, and online-business owners alike have been seeking out digital solutions to serve their marketing needs for a long time now.
Today, I’ll be diving into how some of the top marketing SaaS companies drive online growth. Specifically, I’ll be examining their sources of traffic. What makes this study interesting is that it will challenge each company's product offering.
Each of the 100 companies that I included falls into a certain category such as SEO, social media, content marketing, web analytics, etc.
Are these companies “eating their own dog food” or do they talk a big game about the benefits of their product without leveraging the “benefits” themselves?
Let’s break down how the study was done
First, I set out to collect 100 websites that fall into the marketing SaaS company category. Using both Alexa and Similar Web…
Chart of the day: Google trends reveals 55% more searches for Halloween than Christmas
Analysis of Google trends by Marley Hayley, has revealed that Halloween is more popular than Christmas in the UK.
Related search terms to Halloween had 11.4 million searches, compared to 7.3 million related searches for Christmas related results.
The data was for Halloween and Christmas 2016 - so let's keep an eye out and see how 2017 pans out once Christmas has passed.
The analysis also found that Halloween was also more mobile than Christmas, with more people searching for Halloween related search terms on a mobile compared to Christmas.
There is an expectation among marketers that Christmas is incredibly "mobile" and it probably isn't considered that more people would search for Halloween related search terms, compared to Christmas. However, data should be interpreted carefully, as…
Real change management requires more than just changing behavior — it’s dependent upon the critical process of changing the work environment to foster this behavior
At one time or another most companies will be challenged with overcoming a period of slow sales and growth. When companies are operating in a deficit the effects on its people as well as the business as a whole can be dramatic. Fear of redundancy, wage cuts and simply having to do more with less are all common challenges for employees that can lead to high levels of stress and anxiety.
This physical and psychological trauma can prove to be especially problematic as employees operating at capacity for unhealthy periods of time become burnt-out affecting their ability to make good decisions. Mistakes can lead to tensions between teams, bringing people into regular conflict and contributing towards…
12 easy steps to making your business card a successful offline marketing strategy that integrates online marketing
At Smart Insights we focus on digital marketing channels, and how we can help our members plan, manage and optimize their marketing strategies. However, we also look at the effects of offline and online marketing integration to create a holistic strategy which leads to business success. Our lifecycle marketing model shows the integration of offline and online marketing across RACE planning framework.
Do you give much thought on how your business cards are going to impact people before you give them out? You probably just place an order for a standardized one from your local office supplies store. What you may not realize is that you are sitting on potentially the most potent weapon in your marketing arsenal.
Maybe it is time you start…
What are the next big changes to digital that will affect digital marketing strategies in 2018?
Recently on behalf of Smart Insights, I gazed into the crystal ball to forecast some marketing and branding trends for 2018.
In this article, I am going to concentrate on five digital aspects which I believe will, in some way or other, affect just about everyone next year.
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To being with, as this chart by Smart Insights, in collaboration with TFM, demonstrates, more businesses than ever are putting digital transformation programmes in place. Yet still, according to Smart Insights, some 50% of businesses don't have an integrated Digital Marketing Strategy.
For more trends covering how to integrate digital media and technology to increase the contribution of digital marketing…
