The social media landscape is ever evolving, presenting new challenges and opportunities for brands using social media as a key marketing and communications channel. This chapter considers the different ways in which businesses can use social media to connect with audiences for a range of purposes, along with the business benefits and the key questions […]
The purpose of this guide is to ensure that organisations fully understand the scope, opportunities, risks and the required investment of time, effort and budget to create a sustainable and effective social media strategy. This chapter outlines the key steps for marketers looking to create and launch a social media strategy that is right for […]
Social media strategy can be defined in many ways, with different types of organisations having their own approaches to the channel. This chapter looks at what social media strategy means for businesses today, and the key trends driving its evolution. What is social media? The definition of a social media strategy is very broad. For […]
Social technologies have had a disruptive effect on many organisations, making them rethink their ways of working and communication, as well as the relationship they have with their customers and other stakeholders. As social media touches so many areas of the organisation, the process of getting it ‘right’ has been transformative for many. Social media […]
Marketing automation is an established tool among data-driven marketers, and this trend looks likely to continue as estimates predict the global marketing automation market will rise from $5.2bn in 2022 to $9.5bn in 2027.[1] Increased uptake, particularly on a global level, is attributed to pushing this growth, but changes and improvements in the tools’ features […]
As with all new tools and technologies, the path to adopting marketing automation is not without challenges. Respondents to Econsultancy’s 2022 Future of Marketing survey foresee a variety of issues in implementing marketing automation, as illustrated in Figure 1. This chapter will explore this in more detail. Econsultancy’s 2022 Future of Marketing survey identified limited […]
Many organisations are using marketing automation to handle tasks that would simply be too laborious or time-consuming for marketers to take on. In this way marketing automation platforms offer major gains in efficiency, which can translate into greater benefits for the business. This chapter considers the most significant benefits offered by marketing automation, and why […]
By automating tasks that would be impossible to complete manually, organisations using marketing automation tools can free their employees to work on more creative or strategic assignments. This chapter provides a definition for marketing automation, looks at how it works within a marketing strategy and outlines the key features of marketing automation platforms. What is […]
Marketing automation refers to a software or set of processes that organisations can use to automate marketing actions such as sending emails, managing customer data or posting social media content that might otherwise be done manually. Marketing automation has been around since the 1990s, when the first automated email campaigns were executed. Since then, the […]
This guide has provided an overview of some of the main social media platforms and the different strategies required to create successful presences. As people’s expectations and use of these distinctly different platforms evolves, so too will platform features, content formats and advertising options and the ways to reach audiences. Key takeaways are as follows: […]
Social media has come a long way since its first incarnation as forums and user groups. There is now a whole generation that cannot remember a time before social media platforms. As they have grown up, so the approach needed from brands to be successful on social media has matured, alongside the introduction of ever […]
Social media is a fast-moving space, and the ongoing changes mean brands must keep an eye on the different platforms and the ways they can monetise their audiences and features. Success in today’s paid social world hinges on brands re-evaluating how they gather data and how they target and track users. Chiefly, brands must prioritise […]