The advent of new technologies has transformed the way consumers interact with businesses, shop, and make decisions. This means that business owners who want to remain competitive must adapt their marketing strategies and campaigns to meet the expectations of their increasingly tech-savvy customer base. In 2012, British businesses spent over £800 million in online marketing strategies and benefited from greater exposure and wider reach.
Despite its growing popularity, the potential of online marketing is not fully understood by every business owner. Online marketing is an umbrella term that encompasses multiple digital strategies that range from web design to online reputation management. Web design is an integral part of modern branding and marketing strategies for companies big and small. A professionally designed website is a must for every company, as websites are the first point of contact with many potential clients. Increased website traffic means better chances of gaining new customers, and therefore generating more profit.
Internet marketing doesn’t end with a good website, however. Companies that operate in a highly competitive industry or location (like London) need to establish a strong and distinctive online presence, and here’s where digital marketing strategies like responsive design and video marketing come into play. These strategies can have a huge impact on lead generation and customer engagement, and help showcase products and services in an interactive and visually appealing way that clients can access anytime and anywhere.
Lead generation can also be achieved through the use of channels like social media, which are increasingly being used to manage customer service too. Other effective tools include pay-per-click advertising (with Google AdWords being just one example). This is a useful way of driving instant traffic to new promotions, product launches, and off-season sales, allowing companies to budget accurately.
To benefit from the full spectrum of possibilities offered by online marketing, it is crucial to choose an agency that focuses on customer engagement and loyalty, and has extensive and up-to-date knowledge of online marketing techniques. London-based firms should look for an agency that has in-depth knowledge of online marketing in London, and is familiar with the needs of this competitive local market.
(The UK’s first ever study on the Online Performance Marketing industry – conducted by PwC on behalf of the Internet Advertising Bureau UK (IAB), iabuk.net)
(Will 2015 Be The Year Of Digital Transformation? Marketing Leaders Predict, cmo.com)