Analytics and Optimisation have become an integral digital marketing tool for businesses looking to improve and get the most out of their online presence. Hamel (2011) defines analytics as the measurement, collection, analysis and reporting of internet data for the purposes of understanding and optimising web usage.
The collection and measurement of data has become fundamental for businesses and allows a greater insight into why something happened or an understanding of what is going to happen. Utilising this data can allow informed business decisions and ensures these decisions are made with the best possible chance of success. Analytics in digital media includes data from social media, websites etc. It can give insight into when to post certain media, what consumers want, when they want it and why they want it. The use of analytics allows a business to better understand the context of the situation and after analysing the data, constraints and potential outcomes, enables an educated and well though through decision.
The digital world is constantly changing, with new updates, fresh models and completely new technology. Three key trends in which are having major influence over the nature of digital marketing is the digitisation of the workplace, nature of crowd funding and current security and privacy concerns. These are all major aspects and influences on the evolution of the digital market.
Digitisation of the workplace is an are in which has become increasingly popular over the last 5 or so years. Soul Digital (2015) defines a digital workplace as a place where employees are not only empowered but the business also increases its bottom line performance. The goal is to enable information to be fast and simple and as accessible as possible. It revolutionises social collaboration and business information and can only work with appropriate IT infrastructure. This can have a massive effect on the businesses overall effectiveness as well as its efficiency.
Crowd Funding is another initiative in which has revolutionised the digital market place and changed the way in which emerging businesses seek monetary investments. The business will usually over a variety of amounts with certain rewards or incentives, with obviously the larger the amount, the better the reward, in order to gain funds and get the business off the ground. This has become extremely popular with emerging products and technology.
Security and privacy is another aspect in which has become increasingly more and more important and we become more reliant on technology in our work but also our personal lives. With e-commerce and a large majority of us posting everything from a picture to live streaming online, privacy and security has become a huge factor. Hacking bank details from insecure databases, to criminals gaining a knowledge of our daily routines through our socials, awareness of what we are posting and not posting has become increasingly prevalent.
These emerging trends are revolutionising the way in which digital marketing operates and it is paramount that businesses but also individuals have an understanding of what is going online and the influence it can have.
- White (2015) “Astounding effects of digitisation in the workplace” Soul Digital. Published 20th August 2015. Accessed 20th October 2016. Available:
Instagram has revolutionised the way in which businesses operate online and has allowed even the smallest of businesses, to advertising around the world and have a digital footprint. Instagram is an online mobile photo sharing app which allows the user to take photos and videos and share them privately, to their approved followers, or publically, to the world to see. According to Statista (2016), as of June 2016, Instagram had over 500 million active accounts, ranging from the professional photographer, to the foodie running a food blog, and to the mother of 3 sharing photos with family and friends. This is the allure of Instagram, it can fill the niche market for anyone and everyone.
One effective way of utilising Instagram, is to promote a business. Businesses using Instagram range from the largest global conglomerate to the one man, sole trader operating out of his garage. The app can be used to create a following, to source potential customers and allow the business to show consumers or followers, what they have to offer and as well as the culture and vision of the business. According to Studio Culture (2015), Instagram is the fastest growing social network currently operating and utilising this social network allows businesses to not only engage with consumers, but to communicate with them through visual engagement which thus can establish a feeling of trust and loyalty to the brand. Another benefit raised by Istvanova (2014) is that this free advertising can be used to establish a competitive advantage over competitors by instantaneously showing consumers the latest product or sale in which is being offered, creating an almost immediate response. Businesses can also utilise hashtags and handles to reach and target specific audiences of consumers, allowing a more filtered and precise approach to digital marketing.
Instagram has become a must have tool for businesses and has not only revolutionised the way in which digital marketing is approach, but also marketing and advertising overall. It has allowed small businesses who employ a handful of employees, to advertise and compete with the biggest global businesses operating today. Through applying an effective and strategic approach to this new advertising tool, a business can increase engagement, customer base and all the business to grow overall.