Marketing is going digital

18th February 2013

Research company Forrester is predicting that by the end of 2013 marketing across a range of different industries will be "inherently digital", with a predicted 20% of company budgets being spent on technological ventures.

Digital marketing boundaries are being pushed like never before. As more and more companies are embracing online avenues, marketers are being forced to think outside the box to attract attention and stand out from the crowd.

So far in 2013, three major brands have shown a willingness to innovate and embrace all-things digital:

That'll do #nicely
American Express is living up to its name by launching a new pay-by-tweet service that will allow customers to make immediate purchases via Twitter. Using special hashtags, consumers will be able to buy products and gift cards from well-known companies such as Amazon, Sony and Xbox.

Taking advantage of the tablet
With more than eight million tablets activated on Christmas Day (figures from Flurry), it's easy to see why Renault has launched a campaign on iPads and Android editions of popular newspapers and magazines – targeting customers in an environment where they are most receptive and at ease.

Beating off the competition
Vodafone UK came top, ahead of Nike and American Airlines, in a recent report by analytics company Socialbakers looking at companies using Twitter as an effective customer service tool. Brands were ranked based on the number of responses made to customer queries minus the number of unanswered questions. Embracing the world of social media has greatly enhanced Vodafone's branding both to its competitors and target market across the globe.

What does it all mean for SMEs?
As larger brands make digital leaps in 2013, it's vital that SMEs develop an online presence if they want to compete. Regularly updating social media accounts and having a bespoke website is one way to help you stand out from the crowd and get your products and services noticed. With support, creating a successful online profile and marketing strategy can be achieved – even on a restricted budget.

Visit www.rsto.co.uk for more information on maximising your digital offering.