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Business Marketing: Physical Vs Digital

In recent years, more and more emphasis is being placed on digital marketing, sometimes to the detriment of more traditional (often tried and tested) marketing methods.

This is due, at least in part, to the newness of many digital platforms and the constantly advancing functionality of various social media and communication channels.

Nevertheless, campaign tracking and consumer research findings tell us that some of the more traditional marketing approaches, such as print advertising and solus campaign, are still effective ways to reach receptive target audiences.

Both physical and digital activities will have a place in most marketing campaigns, but it can be tricky to decide on the best combination of the two. Ultimately, this will depend on the nature of your business and the products and services you’re promoting. However, there are advantages and disadvantages to both physical and digital methods and these will need to be given full consideration before settling on your marketing mix.

Physical Marketing

Print campaigns, leaflet drops, print advertising, direct mailings, solus distribution and “outdoor” ad campaigns are all physical approaches to marketing that have yielded results for businesses in the past.

If yours is the type of business that publishes a brochure or catalogue, then this is likely to account for a significant portion of your annual marketing spend.

By comparison with digital alternatives, traditional marketing can seem costly and the temptation is sometimes to switch all of your efforts to bolstering your digital campaigns. However, when you consider the demographics that you’ve identified as target markets, it may well be that certain physical marketing methods are more appropriate.

Digital Marketing

Your business website, PPC (Pay Per Click) advertising, social media channels, banner advertising on other websites or on search engine results pages, SEO (Search Engine Optimisation), blogging and email marketing are all examples of digital marketing methods that have come into their own in recent years.

The most immediate and apparent benefit of digital marketing is the seemingly lower cost. Email is often touted as having the highest ROI (Return on Investment) of any marketing activity. However, it’s important to monitor your digital efforts to make sure you’re getting worthwhile results.

Banner advertising is attractive to many business owners and marketing managers simply because it seems so cheap compared to print advertising. However, just because a website with ad space boasts a high volume of traffic, doesn’t necessarily mean that their traffic will be receptive to your product or service.

Another pitfall is the assumption that social media marketing is free. Although it’s possible to create and execute a highly effective social media marketing strategy for very little outlay, nurturing and growing your online audience takes time and effort – precious resources which must not be overlooked.

At the end of the day, the particular mix of physical and digital marketing techniques you choose will depend on your product/service, your budget and the size of your team. However, the best approach is to keep an open mind. To get the most from your marketing campaigns will involve a certain amount of trial and error and a constant willingness to adapt and refine your activities.

Go digital at the Internet Marketing Summit

Rapidly revolutionising the dynamics of the business world, the use of the internet has become increasingly critical to the success of organisations. Businesses need to take advantage of this new medium to interact with their consumers by incorporating digital into their strategies and adopting the latest technologies available.

Traditional marketing approaches; snail mail, trade shows and print advertising, have become a thing of the past. Businesses now need to go digital to connect with their customers. Marketing strategies and tactics must therefore be conceived with today’s digital nature in mind.

Opening up the world of business, the internet has significantly contributed to the removal of trade barriers. Through the use of the internet, companies are able to reach a wider audience by trading globally. Though this is largely advantageous, there are also limitations businesses must keep in mind. With over 30 million domain names online trying to reach out to potential consumers, competition has never been higher.

Now more than ever, businesses need to optimise their marketing strategies to improve their visibility and name recognition worldwide. To be on the forefront of digital, businesses need to be innovating constantly. The challenge is for brands to connect with customers through all these devices and networks in real time, creating campaigns that work across social media, display advertising and eCommerce.

The Internet Marketing Summit is an event designed to draw on the combined skills, knowledge and expertise of the digital community to develop new strategies and tackle the challenges that the digital future presents.

Offering invaluable digital insight to senior marketing professionals; the Internet Marketing Summit provides unparalleled industry access to the latest products and services to help businesses enhance their marketing strategies. Maximising productivity with face-to-face meetings; the Internet Marketing Summit uses a unique matchmaking formula to bring delegates and the most innovative product and service providers together.

Featuring a comprehensive seminar programme, this year’s Summit will be welcoming prominent industry influencers, including speakers from Metropolis International, The ID Group and many more, to provide an update on policy and share best practice strategies on all facets of digital marketing.

Welcoming senior representatives from Bupa Global, Hilton Worldwide, Tesco, Vision Express, yoomoo and many more; the Internet Marketing Summit is a well-established platform to learn from the experts on how to encompass the latest technologies into a marketing strategy.

Returning for its 8th year, the Internet Marketing Summit is a day of ideas, inspirations, tools and tactics to help businesses succeed in today’s fast-paced business environment, giving marketers the expertise to transform their strategies in line with the latest technologies. Featuring keynote speakers, leading brands and the biggest brains in the industry, the Internet Marketing Summit is the ideal place for industry professionals to get their fix on the latest trends, updates and innovations in the ever-changing world of digital marketing.

The annual Internet Marketing Summit will take place on May 9th at the Grange Tower Bridge, London. Attendance to the Internet Marketing Summit is exclusively limited to senior marketing professionals and product and service providers in the industry, to secure your place at the event please contact:

Amy Ktori
Event Sales Manager
T: 01992 666729

Google announces ‘real-time ads’ to help marketers jump on micro-moments…

An amazing performance at the VMAs, a goal in the FA Cup final or a politician messing up in a high-profile interview — moments like these always spark the interest of those watching, cause a frenzy on social media and become trending topics within minutes, if not seconds.

If firms could capitalise on these so-called ‘micro-moments’, the potential benefit could be huge. Thankfully, Google hopes to be able to do just that. Inspired by the ‘Dancing Left Shark’ at Katy Perry’s halftime show at the Super Bowl in February last year, Google announced last week that is rolling out ‘real-time ads’.

In a nutshell, AdWords online tools will allow a pre-created ad to have a component — like photos or overlaid text — that can be updated immediately to reflect a ‘micro-moment’ that is generating chatter. It certainly paves the way for a time when ad elements could be automatically generated from trends detected on social media.

The new format — announced at a press event in Google/YouTube’s offices in New York — is now being made available to a select group of brands. Google said it expected to roll out the new service “more broadly” later this year.

A company statement said: “With Real-Time Ads, brands will be able to instantly run an ad across YouTube, hundreds of thousands of apps, and over two million sites in our Google Display Network with a message that ties directly to the big moment consumers just experienced.”

Forum Events introduces new Internet Marketing microsite

As part of a wider campaign to support the internet marketing industry, Forum Events has this week launched a new engaging partner microsite for the marketing industry.

The new design has been carefully planned to create a smoother journey to enable partners to better understand Forum’s unique Summit concept.

In 2015, originally consisting of an annual Summit, the brand has since incorporated eConnect – a twice monthly newsletter providing readers with current and informative industry knowledge.

Head of Marketing Katie Houghton comments: ‘The Internet Marketing microsite is just one of 22 new microsites we will be launching over the next few months. It forms part of a wider strategy here at Forum Events to better inform our partners new and existing of the niche events we run across multiple different industries. It will provide a streamlined solution to understand the event, find out more information and to book on easily and seamlessly.’

The Internet Marketing Summit has seen incredible growth and will now benefit from a platform whereby new and existing partners can keep ahead of the game with industry news, book to attend the Summit online and benefit from targeted advertising opportunities which are built in to our overall partner packages.

The next summit is being held on the 9th May 2016 at the Grange Tower Bridge Hotel, London. Click here to find out more.

Why ‘brand me’ means integrated marketing campaigns are the future

The rise of personalisation is no secret; in fact, back in 2013, an article in marketing magazine was questioning how far the trend could go – the question remains and the answer is always the same: further than we ever expect.

For too long, marketing has been split between digital and traditional media, and though the most successful marketing campaigns now function in both spheres, the continuing march of technology and rise of the IoT (internet of things) is likely to force this practice to the fore regardless of how ready marketing departments or agencies are to accept it.

This is not to say that those who excel in one area are somehow underperforming or not offering the right service, just that it is necessary for the industry as a whole to consider how changes in consumer behaviour and interaction with brands will affect them, and how they can future proof themselves by diversifying, breaking down silos or forming partnerships.

The increasing importance of ‘brand me’ to the future of marketing cannot be overstated – especially with the coming IoT revolution, the progress of on-demand media, customisable news feeds and mobile prevalence pushing consumers toward app based interactions. The future of marketing will naturally follow consumers into these apps, into their customised, personalised media consumption and this means that there will naturally be a blurring of the lines between traditional and digital media and mediums of branding.

In this regard, both sections have a lot to offer the other – while traditional media marketing has been utilising the campaign model for decades, attempting to become a part of a zeitgeist (soft-drink, alcohol and sportswear brands being prime examples) through both sales and non-sales oriented promotion, digital media is a relative newcomer to the concept (though viral-marketing and earned media are making great progress), whereas digital media is more proficient in real-time marketing and making use of the incredible amount of granular data available to them.

As television events increasingly become an online phenomenon (think the release of new, whole seasons of Netflix and Amazon Prime series), as apps begin to deliver personalised content to consumers without recourse to intermediary sites, there will need to be a blending of approaches to marketing in the future, taking the best of both worlds to create marketing practice that adds values to brands while delivering to consumers in an increasingly personalised world.


Article by John Warner
Content Executive, Click Consult

Click here to find out more about Click Consult

‘Man on the Moon’ goes viral for festive hype

The annual Christmas advert for iconic retailer John Lewis has smashed all previous records, with more than six million views via their YouTube channel over the first weekend alone. The advert has escalated to almost ‘cult’ status, highly anticipated and recognised by many as the kick-off to the festive season. Usually highly emotive and narrative in style, the adverts engage wholly on the emotive side to the Christmas season. Its feel good, emotionally-charged narrative and music over the past few years have led it to be a major seasonal event in the marketing calendar.

Launched firstly in 2007 this year is the retailer’s ninth edition, with increasing pressure to come up trumps and ‘wow’ audiences with an innovative yet engaging campaign for 2015. With a phenomenal £7million budget, even in the days after its launch a number of spoof ‘budget’ versions cropped up on the internet just add to the buzz surrounding the retailer’s latest marketing effort.

The ad is in support of charity Age UK and features the strapline “Show someone they are loved this Christmas”. This initial spike in interest at this point puts it way ahead of the 2014 “Monty and the Penguin” but still to reach the phenomenal 13 million views in the first 24 hours achieved by the 2013 version “The Bear & The Hare”.

Craig Inglis, Customer Director at John Lewis said: “Our Christmas advert is once again all about going the extra mile to give someone the perfect gift. This year though, the story is told in a uniquely creative and engaging way as we see Lily, our heroine, go to great lengths to connect with the Man on the Moon.

“We hope it inspires people to find really special gifts for their loved ones and through our partnership with Age UK, raises awareness of the issue of loneliness amongst older people and encourages others to support in any way they can.”


Boost the figure further and view #manonthemoon ad here.

Are you ‘emoji savvy’ in your marketing reach?

Internet retailers are being urged to look beyond the written word and embrace the popularity of the emoji to interact with a younger generation. Global courier ParcelHero says e-tailers should embrace the cartoon style imagery within its marketing to engagement younger audiences.

The small image icons are booming in popularity – backed up by the company’s research which found 92 percent of the online population now use emoji’s. So much so, that a ‘thumbs up’ or a happy face inserted has overtake the popularity of internet text abbreviations such as ‘LOL’.

ParcelHero’s head of public relations, David Jinks, explains, “Internet traders, from the smallest eBayer to giants such as Amazon, all need to start using the language of emoji’s. ParcelHero’s new research shows that people of all ages are happily emoting with emoji’s, and are using them to communicate with etailers to give feedback on products and deliveries. After all a smiling face, or a frowning face for that matter, says a thousand words.”