Buzzsumo (Also offered as a Chrome extension) - Buzzsumo is great for seeing social shares of individual pages. Now, we've found that higher social shares do not necessarily equate to higher traffic or engagement as many people will like and share posts without reading them straight away or at all, but it's a great free tool that gives you a rough idea of how your post is performing on social media. However, if you're looking for more advanced social insights it also has a paid subscription which allows, social monitoring and alerts, Industry and key influencer research, content analysis, and backlink analysis (as previously discussed). 

A key trend in overall digital strategy development is the ongoing popularity of digital transformation programmes. A recent poll on a members' webinar in digital transformation showed that a third of businesses are planning transformation within the next 12 months with a quarter already having embarked on them. This is similar to what we’ve seen in our more general surveys.
Google Keyword Planner - Google offers a range of different tools and analytical platforms to keep data analysists happy - they are never without tools which help you plan, manage and optimize SEM strategies. Keyword Planner can be located within your AdWords dashboard under 'tools'. You can still use it even if you don't invest in AdWords. This is a great tool which allows you see the average monthly search volume for keywords and your average organic position for it. It also allows you to filter keywords by location and set parameters for Google or Google and search partners.
Digital marketing channels and traditional marketing channels are similar in function that the value of the product or service is passed from the original producer to the end user by a kind of supply chain.[74] For instance, a typical digital marketing channel is email. Organization can update the activity or promotion information to the user by subscribing the newsletter mail that happened in consuming. In addition to this typical approach, the built-in control, efficiency and low cost of digital marketing channels is an essential features in the application of sharing economy.[74]

Digital strategist Dr Dave Chaffey is co-founder and Content Director of marketing publisher and learning platform Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. To learn about my books, see my personal site Digital marketing books by Dr. Dave Chaffey. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.
More and more mature platforms have started to talk about predictive analytics and predictive lead scoring on their blogs and podcasts. This means that a lot of R&D is being made to start offering this capability, not only to the elite F500 but to mainstream small businesses alike. According to GlobeNewswire, predictive analytics market size is expected to reach $10.95B in 2022.
We can expect that Instagram ad spend continues to increase in line with increased usage and better advertising options on the platform. This shift in ad spend is indicated by a Merkle report of their clients' investments that showed that while Facebook ad spend grew 40 percent year over year in Q2 2018, ad spend on Instagram jumped 177 percent during the same time period.
User testing services e.g. WhatUsersDo - this platform allows you to test your website remotely with users in their own homes. Users record their screen and audio, so you can see the full experience. You give them tasks to focus the user test. You can then use their tagging tool to collect insights from the video outputs. It's fast, focused research that provides insights to help improve your website

The easier it is to find and repurpose approved content (especially when it’s highly technical) for distribution to multiple digital channels, the better you can meet customer needs and stick to a single core message in every language. SCIEX is an example of a company that simplified, collaborated on and repurposed content, standing out as a rock star by creating a highly successful integrated digital marketing solution.
By populating its YouTube channel with user-made video content, GoPro has encouraged an entire fanbase of outdoorspeople to take amazing footage of their adventures and post it online -- often with credit back to GoPro. This ongoing digital marketing campaign has championed the use of video to spread the word about the GoPro product line -- and a lot of the content is created by the customers themselves.
Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads are relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements (Whiteside, 2016).[43]
The kind of content you create depends on your audience's needs at different stages in the buyer's journey. You should start by creating buyer personas (use these free templates, or try makemypersona.com) to identify what your audience's goals and challenges are in relation to your business. On a basic level, your online content should aim to help them meet these goals, and overcome their challenges.
Platform-Based Social Media Analytics are the free analytics tools built into social media platforms themselves – on Facebook, Twitter, YouTube and more. Though other tools can aggregate your data, looking at platform-based analytics allows you to look at each account as a unique entity, devising different strategies for each social media platform.
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