We’ve all experienced that moment of frustration; loaded up a website to read a breaking news story, to buy something you’ve been saving up for, only to be greeted with an error message. The website is down. You may refresh the page a few times to see if it fixes itself, then you might plan to check back on the website in a few hours. But in reality, you probably won’t.
As the consumer in this situation, it’s annoying. As the business, that period of time where your website has crashed and people can’t access it could prove not only to be costly, but to damage your reputation as well.
This is the case according to new research published by Wirehive. The report, titled ‘The Marketing Cost of Downtime,’ surveyed 1,000 UK consumers and found that a whopping 45% had been shut out of a website they were visiting to buy something during the week before they were polled. Almost 10% of those polled said they had suffered a failed online journey between six and ten times within the same period, while 55% reported difficulty in reaching a site to check a product or service out.
Wirehive’s report also revealed that digital downtime is costing companies more than just money. Of those surveyed, over two thirds (68%) agreed that their opinion of a brand would be negatively affected by downtime on its website. Additionally, 57% agreed that they might be put off buying from a brand in the future because of downtime, showing how seriously consumers take being inconvenienced.
This is a problem Wirehive believe is endemic on the internet. In ‘The Marketing Cost of Downtime,’ Wirehive state that a shocking 95% of websites are not currently fit for purpose, with digital assets on platforms with an “unacceptably high level of risk.”
Wirehive calls for marketers to take notice of the damaging implications poor web hosting has for a brand’s reputation. It is noted that there needs to be more integration between marketing and IT departments, as marketers are consistently more conscious of brand reputation than their IT counterparts. According to publisher ClickZ, 88% of IT respondents view their company infrastructure as cutting edge, compared to just 61% of marketing respondents.
In closing the report, Wirehive director Kevin MacDonald states that “Consumers, and to an extent marketers, take domain hosting for granted. This report has highlighted how a broken online journey can ruin your brand’s reputation and, worse, dent your sales. It has also attempted to quantify the cost of being offline, which makes grim reading.”
MacDonald goes on to advise; “We’re on a mission to make understanding the intricacies of hosting, and finding the right solution for your business, a marketing industry standard. Get it right and your customers will have a satisfying experience while your organisation saves money and face. In a digital world, this should be front of mind for all brand guardians. It’s time to change the way you think about website hosting.”
You may be of the opinion that SMS marketing is a vestige of a bygone era, being taken over by more advanced forms of mobile marketing as more and more of the general population take to using smartphones. According to a new white paper published by leading UK SMS marketing platform Textlocal, however, you’d be wrong, very wrong in fact.
The white paper, titled ‘The State of SMS,’ takes a look at mobile marketing in a society which, according to the latest estimates from Ofcom, has a massive 91% mobile usage among UK adults, with 71% smartphone usage.
Time and again throughout the white paper, the statistics show that SMS marketing is the fastest growing marketing channel in the UK, with a huge amount of potential for businesses. At the end of 2016, 37.2 million consumers had opted in to receive business SMS, with this figure expected to rise to a staggering 48.7 million by the year 2020.
Not only is SMS marketing the UK’s fastest growing channel, it is also one of the most effective. According to the white paper, of the 7 billion business texts that will be sent this year, an average of 98% of mobile users will read the text, while 90% of those 7 billion will be read within the first three minutes of being sent.
SMS marketing has also been found to outperform mobile marketing – such as mobile search advertising & video bumpers and banner ads – in many different categories. For example, SMS has an 8% response rate for taking the action of going in-store to make a purchase, double mobile advertising’s 4%.
Furthermore, of the 37.1 million people who receive business SMS, the response rate revealed by ‘The State of SMS’ is 23.5 million, a proportionately huge number. Compared to the peak email response rate of 23% across all industries, the fact that the white paper lists the average response rate for a bulk SMS campaign as 32% shows just how effective SMS marketing can be, preferred ahead of even Facebook, Twitter and app push notifications.
But it seems that businesses aren’t yet taking advantage of all SMS marketing has to offer, as, across all researched sectors, businesses will only operate the SMS channel at 38% capacity, which means they will fail to reach more than half the consumers who are willing to receive business SMS.
However, according to Jason Palgrave-Jones, Marketing Director of Textlocal, this could all change in the shape of an increasingly “mobile-first” society, with SMS taking its rightful place among other marketing channels. “My point is; there’s a change in emphasis and businesses are starting to take note of text messaging. Of course, like any other marketing channel, SMS requires a certain level of thought.” Palgrave-Jones states; “But the underlining fact remains; SMS is here and will continue to grow in 2017.” So it is up to businesses themselves to realise all the potential that SMS marketing represents in the years to come.
If you have been following this blog, then you may know that in my last post I was writing about an experience I had with an international production between Mexico and the UK, in which I participated as both a playwright and a producer. This is the second part of that story and it will also serve me to sum up my own conclusions on how to effectively market your performance.
The last time I was talking about this subject, I summed up some of the strategies we used to advertise our play, i.e. setting a webpage, producing a video, approaching the embassies and other international organisms. After this we organized a party at a well-known venue in London. You may want to consider this for you own show, but I would recommend that you do it as close to the opening as possible, as in our experience, not many people from the party showed up to the play, only because it was done in July when the opening was not until November.
We finally went to an Advertising Agency that set up the final stages of the marketing process. Byron Read, head of this agency, pointed out the many mistakes we were making in our marketing strategies. I can safely say that most of the conclusions that I will now sum up in this blog, I draw from them.
So, these are my conclusions about advertising the arts. Of course, there is so much more to say but I think this sums it up. I hope this is helpful to you, I wish you the best of luck with your show and remember to invite me!
Originating as a soda fountain beverage, Coca-Cola began selling for five cents a glass in 1886. Sales growth was very impressive and that was just the beginning of their creative marketing brand. When the business first started, do you believe they ever thought that the Coca-Cola Company would be one of the largest companies still in 2016? I bet they only dreamt of that happening.
Coke, Coca-Cola, Cola, whatever you normally call it, the brand has fascinated all of its consumers throughout the world. Coke has developed to be one of the most popular and most recognized brands of all time. Since the beginning of the company, Coke has maintained competition, along with developing unique strategies to constantly raise the interest of consumers. Positive advertising has always been the goal of their campaigns. Have a Coke and a smile, Open Happiness, or Life tastes good are past promotions that you can find. Upbeat communication has built their identity and personality into a positive image. According to marketers, Coca-Cola’s strategic marketing methods would be viewed as the center foundation of the modern day marketing. Some of the clever and creative slogans that Coca-Cola has marketed throughout the years include:
Nowadays, Coca-Cola has the opportunity to market its brand through Internet based marketing and mass media. Marketing trends show that Coca-Cola has always followed consumer patterns in the most positive ways. The brand has maintained a certain level of positive customer satisfaction that continues to contribute to its successful company. They are constantly seeking innovative ways to drive the business forward and connect and respond to the people who love their brand.
It’s hard to believe that 2015 is already over. Kind of seems like a repeating statement every year. But, as we all know, time slows down for no one. If anything, it feels like it speeds up.
Let’s discuss what digital marketing trends we should come to expect in 2016. Of course, you can never fully predict what is going to happen with internet based marketing in 2016, but you can make an educated guess.
Creativity and Originality Will Take Over
Getting noticed on the worldwide web used to be so easy. Slap together something, post it and watch people gobble it up. Unfortunately, the internet is now completely flooded with content. We’re like sardines stuck in a can that only want out. But how do you get out?
Simple: you have to think creatively and out of the box. A simple article or social media post isn’t going to cut it anymore. People today are already using unique strategies with podcasts, videos, etc. Basically anything interactive is what will explode in 2016. No longer do people on the internet simply want to digest information and leave it at that. Now they want to interact and have a say in what your marketing plan or contests or whatever it may be is about. So look for unique ways to get your audience involved.
Increase in Digital Marketing Agencies
You are going to start seeing companies knocking on the doors of digital marketing agencies. Running a SUCCESSFUL digital marketing plan takes time, effort and many resources. Instead of hiring new employees, taking the time to devise a plan and updating it, companies will instead outsource to a UK marketing agency to handle their digital marketing efforts.
Social is No Longer a Free Resource
Social media plays a huge role in digital marketing, and companies are starting to see the benefit of using it. Which, again, means more businesses using it and more competition. So we’re back to the sardines stuck in a can. How do we get out?
It’s time to put a budget to your social media campaign. Now, you don’t have to spend money on your social media marketing, but it’s a safe bet that you’re just going to blend in with the noise, or not be seen at all if, you don’t. And it really doesn’t take much at all. By just boosting a few posts here and there for a few bucks a day makes a big difference. So spending more money on social media is certainly something I see in 2016.
Again, you can never really predict exactly what to expect with the new year in the digital world, butit’s a safe bet that the three marketing trends mentioned above are going to happen this new year. So get ready, think about how you can apply these 3 trends to your digital marketing plan and be prepared for the new year!
There are two types of people in the social media world today. There are individuals who love to post pictures and update their status on Facebook and there are people who would so much rather get as much of their rant out in the allowed 140 characters on Twitter. Even though most of us that use social media have accounts for both Facebook and Twitter (along with every other form of social media known to man), everyone generally has a favorite. Internet marketing is performed on each of the two social media networks mentioned, every single day. Some may notice it and others may not, but companies use mass media to market their companies and products, to the best of their abilities.
Listed below are a few ways how companies use Facebook and Twitter to promote their brands.
There are obvious ways that Facebook and Twitter are dissimilar, but both make it possible for companies to promote their brands using internet based marketing. Social media is more of a personal way to connect with consumers, making them even more reliable to the brand. Marketing trends will continuously change from year to year, but using social media to keep in contact with consumers will never get old.