Friday briefing 03/03

The marketing team gives us a roundup of this week's hot topics

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Gordon Carslaw. Megan Reid. Laura Boyle.

March is off to a flying start and, this week, Gordon reminds us to prioritise mobile experience and chats to Laura about the role of analytics in achieving business growth. And in social media land, Megan discusses the roll out of Instagram Stories Ads to all social media advertisers. Enjoy!

Prioritise Great Mobile Experiences in 2017

If you didn’t know that Mobile is kind of a big deal in marketing these days, well…where the hell have you been? So as we hit March I wanted to throw a wee reminder out to you all about Mobile and give you the reasons why it is so important and why marketers should be shifting it to the top of their to do lists.

We, as consumers, these days are becoming ever more demanding and Brands have to ensure that they are able to meet our ever growing expectations when it comes to digital experiences. It’s no longer all about creating great experiences, it’s more than that. It’s about creating the best digital experience. Consumers no longer think “who does it best” but instead think “who does it best, now”. We’re an inpatient bunch aren’t we? If we can do our shopping in a matter of 1 or 2 clicks, then we expect the same levels of speed and experience for our banking and any other digital activity whether it’s social or at work. Not meeting these expectations can be costly for your business so to finish off I’ll leave you with a couple of stats to emphasise just how costly it can be:

‘61% of customers who visit a mobile unfriendly site are likely to go to a competitor’s site’

’45% of customers are less likely to visit a website again after experiencing poor performance’

To find out more information on this subject check out ThinkwithGoogle and, of course, contact us if you would like to find out more about your website’s digital experience.

Gordon Carslaw, Senior Digital Marketing Executive

 

Are you getting enough from your Google Analytics?

Data doesn’t lie, or does it? Are we collecting the right data to answer the questions we need answers to in order to grow the business? In the last week Paul Koks, from Online Metrics, released a blog on 10 reasons why Google Analytics may not be increasing your bottom line. Yes, we all know Google Analytics is awesome, but in his experience more than 80% of companies who are using it, aren’t getting everything out of it or, even worse, aren’t able to grow their bottom line from it.

Data-driven marketing, and helping businesses overcome challenges around unlocking the opportunities presented by intelligent data analysis, is something we passionately believe in at Dog. Our own Analytics and Insights Specialist, Laura Boyle, is all too familiar with the intrinsic link between successful data analysis and business performance. I chatted to her about Koks' blog and she had this to say:

“Growth is the ultimate goal for any business. And the aim of every marketing strategy must be to support business objectives in achieving that growth. To help make the right decisions and make the most of marketing efforts, it is essential to understand, know and trust in the data that your analytics packages are telling you. We're in a fantastic position that we have so much data at our fingertips, but it can be a little overwhelming in its apparent complexity.

"First and foremost, analytics can help set realistic targets and identify problems before you even know you have them. From there, it's about using the data for optimisation and improvement. We're all too aware that customer experience is vital to business growth. The data and insights that you can glean from analytics, if customised to your business and interpreted properly into actionable recommendations, will help improve customer experience significantly.

"A combination of getting the strategy and foundations right in the first place, and actioning data driven decisions around customer experience, will ultimately drive business growth. We see this time and again and it's vital that businesses understand the vital role analytics plays in increasing the bottom line.”

You can view Paul Koks' blog here with Supermetrics.com.

Gordon Carslaw, Senior Digital Marketing Executive

 

Instagram rolls out Sponsored Stories to all

It's official - they're here! Following the launch of Instagram Stories back in August last year (you can read my blog here), brands have been clamouring to make the most of them. And, as of yesterday, Instagram story ads stopped being available only to exclusive partners and were rolled out to all Facebook and Instagram advertisers. To most this may not seem like the biggest step forward, but as we pointed out back in t has got the social team at Dog rather excited, and here's why:

  1. Page Likes are a great way to build audiences and garner brand attention on Facebook - but no such option exists on Instagram, where it can often be a difficult and slow process to build followers and thus reach. Instagram Sponsored Stories could be the key to a quick Instagram growth strategy to get your message out there to those actively engaging with your industry.
  2. It's also a fantastic option for creative advertising on Instagram, as the trick will be creating content that looks at home in an Instagram story - that doesn't cost users to switch off and flip past.
  3. Sponsored Stories are currently only available to do remotely through Facebook's Power Editor and Adverts Manager - but if the opportunity comes to create adverts natively though Instagram it could really change the idea of how adverts are created in terms of both personnel and skills required.

What do you make of Instagram's latest innovation? Here's the full story on Social Media Today and get in touch with the social media team if you have questions around expanding your Instagram strategy.

Megan Reid, Social Media Executive

 

So there you have it, the latest news from across the digital and marketing world that have caught the eyes of our marketing specialists. If you have any comments or questions, feel free to tweet us or hit us up on Facebook!