For this reason, Iceland, a popular British supermarket chain, switched from ads with celebrities to a campaign that features real-life moms. Teaming up with YouTube community Channel Mum, it now works with a number of vloggers to promote its products in a more “authentic” fashion. And research shows that 35% of moms trust online videos like the one below more than traditional ads:
Within Facebook, increased use of Messenger is an opportunity. The latest statistics from Facebook show the importance of Messenger: with 1.3 billion people use Messenger every month; 8 billion messages exchanged between people and businesses every month and 78% of people with smartphones using messaging every month. As well as targeted sponsored ads, use of Messenger for conversations is a major trend. Nike has one of the most advanced commercial chat applications and well used implementations I have seen that is worth checking out.
Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences.[24] Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent Instagram users' posted images of food-related experiences within their social networks, providing free advertising for the products.[28]
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). 
#3 Marketing automation and email marketing - This is also a perennial feature in our top five and it's no surprise since, like content marketing, it's effective for both B2C and B2B marketing. While some more mature organizations will make improvements through use of AI, other less mature businesses will benefit from improving the relevance and timing of their emails through using rules-based automation and personalisation.
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
In 2020, shorter posts won’t get you anywhere – with Google or your audience. Typically, posts that are at least 3,000 words long attract the most traffic, as they offer readers an in-depth exploration of topics. Long-form content allows content creators to establish themselves as an expert on a subject and gives them more scope for targeting keywords.
Now imagine you had that brochure on your website instead. You can measure exactly how many people viewed the page where it's hosted, and you can collect the contact details of those who download it by using forms. Not only can you measure how many people are engaging with your content, but you're also generating qualified leads when people download it.
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.
Having the right set of software tools to manage data insights, content and digital marketing is essential! Without the right ones, you won't be able to create a strategy which reaches target customers and follower them through the customer journey - giving you insights into customer journeys, personas, conversion rate optimization and many more digital metrics essential to staying ahead of competitors.
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