Social advertising has come a long way since it was first introduced. Gone are the days when static banner ads and search ads were the only ways to reach your audience in a digital world. Today, for a brand to be successful with social advertising (or marketing in general), video has to be a part of a broader strategy.
We all know that video is essential to your digital marketing strategy in 2018, but it can be difficult to determine exactly what to focus on and how to do it. Even for those who have incorporated video into their strategy for years, habits, tools, and trends are changing rapidly. However, one of the most effective ways to inform your shorter-term strategy is to pull from current user habits.
With every technological advancement comes a change in consumer behavior and how we buy. So, it’s not surprising tactics that were successful 10-15 years ago are no longer proving the ROI they once were.
Success with video marketing in 2018 hit a new high - with more and more companies (including small to midsize) realizing the power of putting their team in front of the camera. Despite all of this, however, a lot of companies still think they ‘don’t have what it takes’ to be successful with video. If you’ve ever thought: “it will take a lot of time,” “my team won’t be good in front of the camera,” or “we have other priorities, like closing new deals, before testing out video,” we’ve compiled a list of video marketing statistics which will prove why video needs to be an essential part of your marketing strategy (while you’re starting to think about 2019).
The impact and evolution of digital media has created a shift in the buyer’s sales journey. Digital channels now influence 92% of B2B buying decisions, while half of B2B buyers prefer to gather the information necessary to make these decisions on their own. If you’re only using phone and email to find, attract, and retain business, that means you’re missing an essential component to your strategy: social selling.
Company digital footprints have grown exponentially in the last decade, and with them, the amount of marketing intelligence available for the taking. New data from Crayon’s 2018 State of Market Intelligence report shows success with competitive and market intelligence relies on getting complete coverage of that digital footprint. In fact, 77% of businesses said holistic competitive intelligence - intel on every aspect of a company’s marketing, products, customers, etc. - is critical to win against rival solutions.
SEO is constantly changing and marketers often have trouble keeping up with the latest updates, but one thing that isn't changing is the value of your buyer persona finding you through organic search. Google updates its algorithm hundreds of times per year. It can feel overwhelming to keep up with all of these changes - and to know what to put the majority of your focus on. Luckily, we’ve pulled some of the most important stats to help you make digital marketing decisions in 2018.
Are you reading this on a mobile device? Based on the following statistics (and the scene at any Starbucks), I'm willing to bet you are. Inbound marketers have been following the rise of mobile marketing for years, but considering how ingrained mobile devices are in our lives as both consumers and professionals today, it shouldn't really be considered a "trend." It should be a staple.