Econsultancy’s Quarterly Digital Intelligence Briefing found that even though companies are generally happy to embrace content marketing, the majority are still learning the ropes. Nearly half of the survey respondents admit they have not quite mastered the art of digital marketing, with only 21% saying they are “excellent” or “good” at it.
What is the reason behind these statistics? Why are you not converting leads to clients when you tweet every day, blog three times a week and regularly update your Facebook Business Page?
According to the report, while some companies have reaped the benefits of a ‘just do it’ attitude to social media engagement, many have held back from it due to the challenges of measuring the effect of social media interaction on brand sentiment.
While it is understandable that CFOs in general would still be reluctant to fork out money on activities that lack tangible value, there are in fact tools that can precisely gauge the impact of company blogs and social media engagement on brand awareness and sentiment.
Gone are the days when comprehensive marketing campaigns were the preserve of the super rich corporations. To plan and deploy traditional advertising and all-embracing marketing campaigns, one had to spend tens if not hundreds of thousands of pounds on TV commercials, radio and print adverts, direct mail, trade shows, not to mention the labour needed to handle all these activities that would ‘convince’ consumers to buy your product.
As audiences get increasingly adept at blocking out these ‘interruptive’ – and quite possibly annoying – commercial messages, outbound marketing as we know it is fast losing ground.
So is there a better way to spend your marketing £££?
Brightfire has worked closely with Firefish Software to help them become an early adopter of Inbound Marketing & Hubspot marketing software within UK market. Through using a range of Inbound Marketing techniques supported by the Hubspot marketing platform Firefish has taken a new recruitment software product to market, building their online audience, generating leads and achieving a significant cost saving per lead (84%). (more…)