We wanted to know what marketers are looking to achieve through digital marketing activities for the year ahead.
Over half of the marketers we surveyed said their key goal is to generate sales and revenue. Nearly one quarter said they want to use digital marketing to establish their online presence and build brand awareness. With more businesses than ever looking to invest in digital marketing strategies in the years to come and more consumers browsing online for information about the products and services they want to buy, businesses that neglect to invest may find they are left behind, and growth is hard to achieve. Let’s have a look at what digital marketing could help you achieve when you invest over the next year.
57.47% of the businesses we surveyed said that their main aim was to generate sales and revenue through digital marketing. Tracking everything you do and knowing what’s being driven from your spending is key. Making sure that you’re targeting the right audience and using the right channels will be essential if you want to drive sales and revenue. This can take some refining, but once you find something that works, you’ll be able to keep growing your business and your marketing efforts. Tracking the conversions driven from each digital marketing channel you’re utilising will show you which channels are driving the most revenue. If you have one channel that’s more successful, it’s worth investing more in that channel. Just remember that some channels might build awareness and won’t show a direct return but could contribute to decision-making further up the funnel.
32% of the marketers we surveyed said the main aim of their digital marketing activity is to establish an online presence and build brand awareness. Whether you’re just getting started or you’re an established brand, building your online presence can take time and patience. You’re not necessarily going to see a direct return on investment from the activities that build brand awareness, but it’s key to success and driving those all-important sales. Track metrics such as website visits and engagement rates on your site to understand how your campaigns are working and the tweaks you’ll need to make to improve performance. Remember, it’s not just your ads you need to be looking at and refining; the experience on your website will need tweaking too, until you find something that works for your customers.
33% of respondents told us that they utilise digital marketing to drive footfall to their store or stores.
Strategies such as Local SEO, Paid Search and Social Media can help you reach customers in your local area when they’re searching for a business nearby. Since the pandemic, more customers are searching locally for businesses when they need something. 72% of consumers who perform a local search visit a store within five miles of their current location. In addition, 18% of local mobile searches lead to a sale within one day.
While many consumers are buying online, many are also searching online for ‘xx near me’ or ‘xx in Sheffield’ and are more likely to visit the stores that appear when they search on Google.
So, if your business has a physical location, utilising digital marketing strategies to ensure your business appears for local terms is essential for driving physical visits and sales. Do this by optimising your website, Google My Business profile and other digital marketing activities on the keywords that people are using in relation to your business and your local area. If you have multiple locations, try creating separate landing pages for each and separate Google My Business profiles.
24% of businesses surveyed said that their key goal for their digital marketing activities is to obtain potential customer details.
Getting hold of your prospect's contact details can help you build a healthy pipeline of people who are interested in doing business with you. Offering a free brochure, a piece of content or other useful information in return for a customer’s contact details is a great way to build an email list and will help you to keep them engaged with your brand until they’re ready to make a purchase from you.
This is particularly valuable if you’re a B2B business because the journey time from awareness to purchase is much longer. If you gather potential customers’ contact information, you can use it for email campaigns, which can help you nurture a relationship with potential customers. This is great for drip-feeding information to prospects until they’re ready to buy.
Whatever your goals are, getting the right digital marketing channels in place for your business can help you achieve growth.
When thinking about what you want digital marketing to achieve for your business, think about your overarching business goals. Once you know what these are, you can decide how digital marketing is going to help you achieve them. Digital marketing can help you to achieve all or just some of the above goals, it’s all dependent on your business, your budget and how you utilise digital marketing channels.
To find out more about how brands are utilising digital marketing in 2024, download our The State of Digital Marketing in 2024 whitepaper.
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