2015 was a year in which the industry had to work hard to connect each digital marketing discipline. Our infographic on integrated digital marketing shows the key issues in this context. (Link; 14%)
The UK in the spotlight: a Sonos campaign showed how different channels can be connected. Users were encouraged through TV ads and posters to Google certain terms; if users responded to the call to action, they were led to the campaign’s landing page via AdWord ads. (Link; 10.5%) This may be too long-winded for some companies – they can simply sell their products on Google. (Link; 8%)
Google et al. are as important as ever for digital marketers. To reach target audiences effectively, it is essential to understand how search engines work (Link; 13.7%) and what this means for your website’s technical set-up (Link; 13.9%). But true success comes only when creative ideas are developed using extensive data. (Link; 17.3%)
Some things never change: classic storytelling still plays a crucial role. Two car manufacturers attracted much attention with great campaigns in 2015. While Hyundai stirred up audiences with a strong story (Link; 11.1%), Honda took YouTube storytelling to a new level (Link; 11.8%).
How are users attracted to a story? Sometimes absurd questions seems to work wonders; for example, are selfies more dangerous than sharks? (Link; 13.5%)
2016 is sure to be another exciting year (Link) and I look forward to putting together all the essential and amusing stories from the world of digital marketing each month.