Content sharing encouraged via email
Econsultancy’s annual Email Marketing Census (produced with Adestra) has revealed that encouraging the sharing of content is the second most important undertaking when it comes to email marketing – shortly behind email segmentation. The report, comprising responses from 1,329 agency and client side responders, showed a range of key priorities, including use of video content, content personalisation and lead nurturing. However, the emphasis on content sharing demonstrates the importance of making sure all brand content is of consistently high quality.
UK digital budgets rose 12.5% in 2012
Figures from the Internet Advertising Bureau (IAB) have shown that the UK digital budgets shot up by an impressive 12.5% throughout 2012 – and many of those increases can be attributed to the growing importance of content marketing. For example, the research revealed that video advertising grew by 46%, from £109m the previous year to £160m, whilst social media spend grew by almost a quarter (24%), from £265m to £328.4m.
E-commerce sites encouraged to offer free delivery
The key aspects of a good e-commerce website are said to be ease of use, high quality content, and clear product descriptions – but studies have shown that free delivery can be just as high up on the list as those vital features. In fact, this Advantec research has shown that people will spend more on an item when there is free postage available, even if the item plus standard postage would have cost them less in total!