SEO & Digital Marketing

5 Successful Marketing Strategies of GoPro to Boost Sales

Published

11 months ago

November 6, 2023

Not everyone has an adventurous spirit, and there’s no obligation for anyone to be adventurous. However, there are individuals who defy limits, offering us a perspective on the world that many may never witness. What’s truly remarkable is that these moments can be perfectly preserved with the industry’s leading action cameras.

This is where GoPro comes into play, enabling us to capture extraordinary and unique moments.

The world of action cameras is competitive; however, GoPro has managed to establish itself as the go-to brand for adventurers, thrill-seekers, and even everyday consumers looking to capture life’s most exciting moments.

The brand’s success lies not just in its innovative and high-quality products, but also in GoPro’s marketing strategies that are comprehensive and effective. No doubt that GoPro has mastered the art of storytelling with its audience and driving sales.

In this blog post, we’ll delve deep into GoPro’s marketing strategies, examining the company’s business and advertising approaches, and exploring how its digital, social media, and content marketing efforts have helped solidify its position as a market leader.

Ready for an adventure? Let’s go!

GoPro’s Business Strategy

GoPro’s business strategy revolves around one key idea: empowering people to capture and share their most exciting experiences. It’s all about encouraging folks to grab life by the horns and seize those adrenaline-pumping moments.

I think our slow, humble beginnings in surf shops, ski shops, bike shops, and motorcycle shops have been extremely important for our success. GoPro is all about celebrating an active lifestyle and sharing that with other people. It’s authentic. It’s not a brand that we went out and bought a bunch of ads for to create.

Nick Woodman (Founder & CEO of GoPro)

History and Evolution of GoPro’s Business Model

Nick Woodman, the creator and founder of GoPro, was an adventurer. Considering the sports he did – surfing, skiing, motorsports – he had a desire to record these moments more closely. Although the cameras and technology available at that time supported adventure lovers with zoomed-in shots, there was no product on the market that gave the feeling that you were watching from the athlete’s eyes, from a POV perspective.

In short, GoPro started with a simple idea – to help capture photos and videos that made them feel alive. This vision of Nick Woodman has remained at the core of the company’s philosophy as it evolved to produce some of the world’s best action cameras. GoPro’s business model has also expanded to include software and accessories that enhance the user experience, creating a holistic ecosystem for its customers.

Adventure-Centric Innovation: Fueling the Thrill Seeker Within

GoPro’s business strategy is all about fueling the inner adventurer in all of us. The brand keeps its focus razor-sharp on creating innovative, rugged, and easy to use cameras that can withstand even the most extreme escapades.

Developers consistently push the boundaries of what’s possible in action cameras. They ensure that their users can effortlessly record every breathtaking second of their adventures, from heart-racing mountain hikes to deep-sea diving and everything in between.

The company doesn’t just stop at selling cameras, though. GoPro’s target market is diverse and includes adventure enthusiasts, professional photographers, and even regular consumers who want to capture high quality photos and videos. They’re all about fostering a tight-knit community of thrill-seekers and content creators. Through their online platform and social media channels, they encourage users to share their jaw-dropping footage, inspiring others to embark on their own journeys.

This creates a ripple effect of excitement and a sense of belonging, as people from all corners of the globe come together to celebrate life’s most exhilarating moments.

Partnerships and Collaborations: Uniting Forces for the Ultimate Adventure

GoPro’s business strategy is also fueled by strategic partnerships and collaborations with like-minded companies and influencers. By teaming up with athletes, explorers, and creative minds, they not only showcase the capabilities of their products but also align themselves with individuals who embody the spirit of adventure. These collaborations amplify their brand message and inspire people to push their own limits, all while capturing every pulse-pounding second on their GoPro cameras.

Accessible Storytelling: Making Every Moment Count

One of the key pillars of GoPro’s business strategy is its dedication to making storytelling accessible to everyone. They provide user-friendly editing software and tools that enable even novices to create captivating and professional-looking content. By removing the barriers to content creation, GoPro empowers individuals to share their unique perspectives and narratives, no matter where their adventures take them.

This feature of GoPro allows the product to be used by people of all ages and with all kinds of hobbies, rather than being used only by adventure lovers or people who are more technologically knowledgeable. When you eliminate anything that could be complicated, your opportunity to reach a much larger audience increases. Although GoPro seems to appeal to a certain audience, it actually helps you easily record and edit wonderful moments in all kinds of activities and occasions.

Diversified Product Offerings: More Ways to Seize the Day

GoPro doesn’t just stick to one type of camera. Innovation is the cornerstone of GoPro’s business strategy. Everyone is unique and has a different idea of using the GoPro cameras. You can either be a diver, cyclist, skier, or just a technology lover who wants to immortalize your joyful moments with friends and family. Knowing that the brand has built a diverse product lineup that caters to different user needs and preferences. From their flagship action cameras to drones and versatile accessories, they ensure that there’s a GoPro for every kind of adventure. This diversification allows them to appeal to a broader audience, from extreme sports enthusiasts to casual travelers looking to immortalize their special moments.

The company invests heavily in research and development to bring new and improved cameras to market. Features like waterproofing, 4K video, and voice control are just some of the innovations that have kept GoPro ahead of the curve. We can confidently say that innovation is the cornerstone of GoPro’s business strategy. You can also search for the products on their websites, and compare the cameras in line with your needs.

GoPro’s website features pages that serve as helpful guides. Let’s say you’re interested in purchasing a GoPro camera, whether it’s for yourself, as a gift, or for a specific activity. Even if you don’t have a strong technical background, GoPro has created guides on their website to assist you. When you visit the ‘Shop by Activity’ page, you can explore various activities and easily find the camera that suits your needs without the need for technical comparisons. We believe that this initiative by the brand is a key strategy that expands its product reach, reaching a much wider audience, not just those who are experts in the field.

Marketing Mix of GoPro

Product: Capturing Life’s Adventures

As mentioned above, the product lineup of the brand is at the heart of GoPro’s marketing mix. GoPro designs and manufactures versatile action cameras and accessories that allow users to capture their adventures in high-definition. These cameras are compact, durable, and designed for various outdoor and extreme activities, making them the go-to choice for adrenaline junkies, travelers, and content creators alike.

GoPro continuously innovates, releasing new camera models and accessories to keep up with consumer demands and technological advancements. They’ve managed to create a loyal customer base by providing reliable and high-quality products that can withstand the harshest conditions.

They’re also experts in advertising and introducing these products to their audience. In fact, with their diverse and fantastic content, GoPro creates a sense of FOMO, the fear of missing out, and ignites the enthusiasm of action camera enthusiasts to purchase or try new products and features. It’s essential to recognize that, much like GoPro with its innovative approach, tech marketing agencies are valuable partners for companies and brands in the tech sector. They excel at forging authentic connections with their target audience and promoting products. These agencies can serve as strategic allies, helping you effectively communicate with your ideal customers, whether you’re a startup or an established brand like GoPro. Therefore, while GoPro leads the way in adventure camera manufacturing, tech marketing agencies specialize in aiding companies in identifying their target market and crafting compelling brand narratives.

Price: Quality with a Premium Tag

Although GoPro cameras tend to be more expensive, the value they provide is unmatched. GoPro has positioned itself as a premium brand in the action camera market, justifying the higher price tag through superior product quality, ruggedness, and innovative features. This pricing strategy has worked well for them, as consumers associate the GoPro brand with top-notch performance and durability.

Promotion: Adventure-Driven Marketing

One of GoPro’s most remarkable aspects is its promotion and advertising strategy. They’ve capitalized on user-generated content by encouraging their customers to share their thrilling experiences captured with GoPro cameras. This has created a strong community of brand advocates.

GoPro’s social media presence is impressive, with stunning content shared across platforms like Instagram, YouTube, TikTok and more. They regularly collaborate with influencers and athletes to showcase the extreme capabilities of their cameras. This word-of-mouth marketing and social media engagement create excitement around their brand, making it more than just a product but a lifestyle choice.

GoPro Advertising Strategy

GoPro’s advertising strategy is as diverse and exciting as the adventures it helps people capture. They go beyond just digital advertising to connect with their audience in unique and engaging ways.

Here are some of their standout strategies and campaign examples:

GoPro x Red Bull Partnership

I was inspired by how Red Bull isn’t about the drink; it isn’t about the product or the can. Red Bull is a platform to celebrate all that humans are capable of accomplishing. They built a lifestyle movement, a brand that sold this product.

Nick Woodman (Founder & CEO of GoPro)

GoPro’s partnership with Red Bull is a prime example of its advertising strategy. The two brands collaborated on various events and content, combining GoPro’s technology with Red Bull’s high-energy brand image. This global partnership was announced in 2016, uniting successful athletes, extreme sports enthusiasts, and the rest of the world with excitement. This collaboration not only expanded GoPro’s reach but also solidified its association with extreme sports and adventures. Both GoPro and Red Bull’s marketing strategies are known worldwide, always inspiring and impressing people around the world.

Sponsorships

One of GoPro’s standout marketing strategies revolves around its relentless commitment to engaging with events and, even more crucially, the daring individuals who live for adventure. Athletes and all those who craft marvels with their GoPro cameras have the opportunity to reap rewards, including sponsorships and cash awards, through the sponsorships page on the official website.

So, if you’re out there capturing jaw-dropping shots with your GoPro, don’t miss out on this chance to be recognized and rewarded for your incredible skills!

Lifestyle Blog and Magazine

GoPro goes beyond just advertising its products and focuses on building a lifestyle around adventure. They have a blog and magazine that feature stories, tips, and breathtaking photos and videos. This content creates a deeper connection with the audience and keeps them engaged with the brand beyond the purchase.

In a nutshell, GoPro’s advertising strategy isn’t just about pushing products; it’s about inspiring people to live life to the fullest and providing them with the tools to capture those unforgettable moments.

GoPro Digital Marketing Strategy

GoPro’s digital marketing strategy is all about inspiring and connecting with its community of adventure enthusiasts. The brand actively encourages adventurers and athletes to share their thrilling content. Through social media, GoPro is able to showcase the incredible capabilities of their cameras of course supported with the incredible talents of those adventurous souls!

GoPro Million Dollar Challenge

At this point, we’d like to introduce you to GoPro’s extraordinary digital marketing campaign. GoPro launched an unprecedented marketing campaign to promote its HERO Black 11, which was released in September 2022, and announced that it would award precisely $1 million to the creator of the most outstanding shot using its user-generated content strategy. Remarkably, this wasn’t GoPro’s first campaign of this kind! In fact, this marked the fifth installment of such campaigns, enabling numerous individuals to compete for this prestigious prize. You can view the incredible video featuring the submissions from the campaign below:

According to information posted on GoPro’s website on September 6, 2023, they announced that this campaign will not be repeated in 2023. However, the brand is set to host a HERO12 Black Awards Challenge, offering rewards of up to $5,000 for selected videos. It’s advisable for the interested audience to stay tuned for future updates!

User-Generated Content Showcases

GoPro’s user-generated content strategy is nothing short of extraordinary. What sets them apart is their ability to transform customers into brand advocates. They actively encourage users to share their awe-inspiring adventures captured with GoPro cameras. This dynamic approach creates a global community of storytellers, turning customers into enthusiastic promoters of the brand.

What’s unique is that GoPro doesn’t just rely on their customers’ content for marketing; they celebrate it. They curate and showcase the best user-generated content on their website and social media platforms, highlighting the incredible moments captured with their cameras. This strategy not only fosters a sense of community but also adds authenticity to their brand. It tells potential customers that GoPro is more than just a product; it’s a gateway to capturing extraordinary experiences.

By allowing users to be the heroes of their brand’s story, GoPro creates a powerful emotional connection with their audience. This user-generated content strategy is a testament to their commitment to adventure and the belief that the most compelling stories are the ones told by those who live them. So, whether you’re riding the waves, exploring the mountains, or just capturing everyday moments, GoPro turns every user into a storyteller in their own right.

GoPro Social Media Marketing Strategy

GoPro social media channels are bustling with activity, with the brand consistently sharing high-quality content. This active engagement helps to foster a sense of community among GoPro users and keeps the brand top-of-mind.

@gopro Slithering onto your FYP 🐍 Michiyo Nagamine caught the moment she made a friend in the highly-venomous black-banded sea krait on her #GoProHERO12 Black 👀 #gopro #goprohero12 #japan #underwater #seakrait #snakesoftiktok ♬ original sound – GoPro

The #GoProHero Black Launch Campaign

For the launch of their HERO Black camera, GoPro initiated a social media campaign using the hashtag #GoProHero. Users were encouraged to share their experiences and footage captured with the new camera, facilitating engagement, and creating buzz around the product launch. The hashtag has over 3 million posts on Instagram, all created with the amazing HERO cameras.

I mean, look at the footage below:

Influencer Collaborations

GoPro partners with influencers and athletes who embody the spirit of adventure. These partnerships go beyond just endorsements – they involve influencers creating compelling content that demonstrates the capabilities of GoPro cameras. This strategy leverages the personal branding of influencers to inspire their followers to choose GoPro for their adventures.

These influencers or brand ambassadors use the GoPro equipment to create incredible content, while always using related hashtags such as #GoPro, #GoProdiving, #GoProfishing, #HEROblack, and more.

Photo of the Day Challenge

GoPro benefits from UGC across every facet of its marketing strategy, and this approach benefits not only the brand but also its dedicated customer base. On a daily basis, GoPro’s Instagram account shares striking images captured by its customers. To kick things off, challenges are initiated, inspiring people to capture exceptional images and submit their work to the GoPro Awards page. If a submitted image is chosen as the ‘Photo of the Day,’ the user receives varying cash rewards. This GoPro strategy fosters a sustainable relationship between the brand and its customers while keeping them engaged. What’s more, the incredible images create a distinctive GoPro Instagram feed, attracting a diverse audience that extends beyond adventure enthusiasts and camera aficionados. It’s no surprise that the GoPro Instagram account boasts a following of over 20 million.

GoPro Content Marketing Strategy

GoPro places a strong emphasis on creating story-driven and high-quality content that resonates with its target audience. This includes everything from breathtaking adventure footage to heartwarming stories of people achieving their dreams. By telling these stories, GoPro is able to connect with its audience on a deeper level and truly showcase the capabilities of its products.

User-Generated Content

As mentioned above, user-generated content is a significant aspect of GoPro’s content marketing strategy. The brand regularly features footage from its users, showcasing the diverse range of experiences and perspectives that can be captured with a GoPro.

Tutorial Videos

GoPro provides tutorial videos that guide users on how to capture the best shots and make the most of their cameras. These videos are incredibly useful for beginners and enthusiasts alike, positioning GoPro as not just a camera manufacturer but a teacher of adventure photography.

Behind the Scenes Peeks

The brand provides a sneak peek into the making of their videos and photos. This humanizes GoPro and offers a unique perspective into the adventures of the creators behind the lens.

User Stories

GoPro frequently shares user stories, often highlighting the challenges they’ve overcome and the incredible moments they’ve captured. This gives a personal touch to the brand and helps potential customers relate to real-life experiences.

360 and VR Experiences

GoPro has embraced emerging technology with 360 and VR content. They allow users to virtually experience adventures and places, immersing them in the action and demonstrating how GoPro cameras can capture not just moments, but entire environments. In the example below, you’ll find a compass on the top left corner which allows viewers to experience a 360-degree view of Mont Blanc.

Conclusion

While swimming with dolphins or sharks, skydiving, or scaling mountains by speedboat might thrill many of us, they aren’t easily accessible experiences. GoPro cameras allow us to capture astonishing shots and view the world from unique perspectives, even digitally. This underscores the success of GoPro’s marketing strategy. With countless places to explore globally, GoPro and the adventure-loving community offer us the chance to see the world through the eyes of explorers.

The brand has mastered the art of storytelling and innovation, seamlessly blending its robust product offerings with a dynamic marketing strategy. By leveraging the power of user generated content, active social media engagement, and influential partnerships, GoPro has created a unique ecosystem that not only fosters a sense of community among its users but also propels the brand to new heights.

The combination of these strategies has solidified GoPro’s position as a dominant force in the action camera market, ultimately proving that the brand is much more than just a camera company; it’s a lifestyle and a testament to the power of capturing life’s most thrilling moments.

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SEO & Digital Marketing

How Bot Traffic Is Impacting Digital Marketing?

Published

15 hours ago

September 19, 2024

Josh Kuku

Online bot traffic is increasing every year. This is having a marked impact on digital marketing campaigns. In this article, we discuss how bot traffic is interfering with your digital marketing exercises.

Gone are the days when you could feel happy about the growing numbers of visitors to a website. It is now estimated that almost 50% of internet traffic is dominated by software applications known as bots. They can be created to help you, but others can be created with ill intent. The bad news is that none of them will buy products or sign up for your services, meaning they can seriously hinder marketing campaigns. In the article below, we discuss how bot traffic is impacting digital marketing.

It’s a Robots World With Increasing Bot Traffic Online

A recent report by cyber security company Thales discovered that online malicious traffic has risen for a fifth consecutive year. The applications used to carry out these attacks, known as bots, now make up around 32% of all internet traffic. However, they also found that 49.6% of internet traffic is no longer human, but derived from bot activity.

A bot is an application used online. Generally, it is programmed to perform a repetitive task. Many of them come in very handy, helping crawl websites to see what they contain or even assisting in customer service chatbots. Yet many are malicious and are used to deploy malware attacks that can steal data and harm websites.

In addition to this, as a digital marketer, some bots that exist in grey areas you should be aware of. These include ones that inflate social media statistics.

Checking for Bot Traffic on Your Website

If you are running a digital marketing campaign, hoping to direct quality traffic to a website, you need to know how much of this is bot traffic. Once you remove bot traffic from your statistics, you can get quality data about what is and is not working.

You don’t need to pay for an advanced subscription program either. A free tool to check website traffic will suffice, providing you with information on traffic stats, any referring domains, and the top search ads. You can then upgrade if you need more functionality. By combining the results with the pointers below, you can help pinpoint bot traffic and remove it from your key performance indicators.

Analyze Page Views

One way to tell if you have bot traffic is to check your page views. An unexpected spike could mean you have been the target of bot traffic. However, it could also be a genuine interest in the page, so check where the traffic originates.

Referral Traffic

Referral traffic is a good place to look for bot activity. Bots can create fake referrals to get people to visit their websites.

Time on Page

This is a technique you can use by looking at your own on-site statistics. Start by checking your bounce rate. Bots won’t hang around looking at products, watching videos and reading news, so a high bounce rate can indicate traffic is coming and leaving fast, the key sign of bot activity. This can also be seen in pages with a low on-page time.

Check Where the Traffic Originates From

Bot traffic usually comes direct. Very seldom will it come from a search engine. If you are getting traffic from strange locations, it may also be bot traffic. For example, if you have an English-language website and most of your traffic comes from China, it is probably bots.

Bot Traffic and Its Damage to Marketing Campaigns

The damage bots cause to digital marketing campaigns comes solely from how they skew your data. Bots will make things look great in one aspect. They can be pushing your social media campaign to thousands of views, or sending streams of traffic to a website. However, it is not real people behind it and that is where bots can make your campaign come undone.

Without a human behind your traffic, you can not get a picture of your audience. Bots have no real location, income, gender, or anything else that can make up a user profile. Therefore, it makes it very hard to tailor landing pages for certain audiences using this data.

They can seriously increase PPC costs. As they scour a page they will click on ads and even fill out forms. With no conversions, you are left paying for worthless ads. If you host the ads, then other people’s marketing will soon see a lack of conversions and go elsewhere.

There are several ways to eliminate bot traffic, or at least cut down on it. Monitoring your traffic closely using a website traffic checker and on-page metrics is one of them. In a marketing campaign, try to switch to results-based payment, not one that tends to pay based on vanity metrics such as clicks or shares. Finally, make sure you vet anyone you work with in campaigns. This includes any affiliates, publishers, or websites you may be getting links from. By using this, you can cut down bot traffic and increase the efficiency of your marketing campaigns.

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SEO & Digital Marketing

A Complete Guide to Using Original Research to Elevate B2B Content Marketing – TopRank® Marketing

Published

2 days ago

September 18, 2024

Josh Kuku

Let me know if this sounds familiar: You’re drafting a masterful thought leadership piece and want to back up your thesis with a strong data point. After a bit of searching, you find the perfect one! But when you click through to the source, it takes you to one of those “Billionty Best Statistics For Marketers” lists.

Okay, so you find the stat again, click through, and it takes you to… an older stat round-up list.

Many (many…) frustrating clicks later, you find you’re back in 2012. Maroon 5 is topping the charts, London’s hosting the summer Olympics, and the stat you’ve been chasing is no longer relevant.

If you’ve ever found yourself at the bottom of the dreaded stat source rabbit hole wishing you just had reliable data – do I have a solution for you!

Original research. At TopRank Marketing, we’ve partnered with several big brands on ambitious original research reports that have driven amazing results for lead gen and brand awareness. We’ve got tips to share from our experience.

Your guide to B2B original research

Publishing your own marketing research reports, on the surface, may appear daunting — they take budget, time, and certain skills to do well. That’s why we’ve broken down the benefits and best practices of conducting B2B original research.

B2B original research influences your bottom line

Here are a few high-quality data points that drive home the value of publishing your own marketing research:

84% of deals are already won or lost before vendors even know they’re on the radar.
Research reports are a sought-after form of content. 55% of B2B buyers regularly consume research reports, and rate them as the most valuable type of content when evaluating purchasing decisions.
High-quality research and data are the top factors that motivate B2B buyers to express interest in a sales conversation.

In short: Your buyers are looking for your company to be the voice of authority and to offer insights that make their jobs easier, ahead of ever contacting your sales team.

“Early-stage positioning can reduce the number of vendors that buyers consider before they arrive at the 70% Constant… and affect which vendors are top-of-mind when it’s time to engage sellers.” – The 2023 B2B Buyer Experience Report, 6sense

Brand benefits of B2B original research

From strengthening thought leadership to giving your customers information they’re hungry for, publishing your own research data has a number of benefits:

Becoming the primary source

Being the source of a data point or unique research positions your brand as the authoritative origin of valuable information. Your company owns the insights and findings, allowing you to control the narrative and provide exclusive content to your audience.

Positioning your brand as an industry leader

The most powerful way to build your brand’s reputation is to publish data-backed thought leadership that aligns with your company’s vision and meets the needs of your customers and stakeholders. B2B original research helps your company present fresh, data-driven insights, and establishes your business as a go-to authority on new trends and issues within your sector.

Cementing trust and credibility

By publishing the most sought-after data-backed insights under your logo, you gain the twin advantages of differentiation and credibility. Data-backed content builds trust with your audience by providing factual, relevant information that helps readers determine their own path forward. B2B buyers are often decision-makers looking for reliable information to guide their business strategies and purchases, and research-based content offers the credibility they seek.

Amplifying your brand

When you publish high-quality information, other B2B thought leaders and media outlets take notice. As the primary source of original research, your company becomes a go-to expert. Any publication that cites your work, every podcast that discusses your findings, and each webinar that invites your brand thought leaders on to share their insights amplifies your brand that much further.

Types of original research

The type of research you publish depends largely on your end-game: do you want the research to generate leads? Are you after greater brand awareness? Is this a marketing research report you want to publish on a regular cadence?

These are a few types of reports to consider adding to your marketing strategy:

Yearly benchmarks

These are annual studies that track key metrics or industry trends over time. They are useful for showing how specific areas evolve year after year.

Example: LinkedIn 2024 B2B Marketing Benchmark

One-off research

Research focused on a single topic, often related to emerging trends, industry disruptions, or niche subjects. These are useful for addressing specific questions or timely issues.

Example: Sprinklr and LinkedIn: Proving the Power of Brand*

Customer Insights and preferences

Studies that survey your customers or broader market to understand buyer behaviors, needs, or preferences. This data helps craft solutions that better address customer pain points.

Example: Global B2B Buyer Report, BigCommerce

Trend reports

Regular publications that analyze and predict key market trends in the B2B space. This helps your audience stay ahead of the curve with industry developments.

Example: TopRank 2023 B2B Influencer Marketing Report: Elevate & Ignite*

Reporting on disruptive trends

Research that measures how companies are reacting to major industry shifts, economic changes, or technological advances like AI positions your brand as responsive and in tune with industry needs.

Example: HubSpot: The Intersection of Marketing, Data and AI*

* TopRank Marketing partnered on or led these original research projects.

Repurposing marketing research reports: The content gift that keeps on giving

The dollars you invest in original research can be stretched far and wide as that research is repurposed into blog posts, infographics, white papers, webinars, video series, and so on … all unlocking different ways to reach and provide value for your audience.

Blog posts: In what we like to refer to as a “turkey slice,” you can break down key findings into a series of blog posts, each focusing on a different aspect of the research.

Infographics: Visualize data and insights from the report into easily digestible infographics.

Social media posts: Share individual stats, charts, or quotes across LinkedIn, X/Twitter, or other social media platforms, driving engagement.

Whitepapers: Combine the research with related content to create a detailed whitepaper or guide for your audience.

Ebooks: Expand on the research findings by providing additional context or case studies, turning the data into an in-depth ebook.

Webinars: Host a webinar discussing the report’s insights, with key speakers diving deep into the findings.

Case studies: Use the data to support a case study highlighting how a company benefited from the trends or insights revealed in your research.

Podcasts: Create a podcast episode discussing the findings, either with internal experts or guest industry professionals.

Presentations: Develop a presentation or slide deck to share at industry conferences or with prospects.

Video series: Create short videos discussing the top takeaways, explaining how the insights apply to your audience’s challenges.

Newsletters: Feature snippets from the marketing research report in a company newsletter or as part of an email marketing campaign.

Best practices for B2B original research

Our team has a great deal of collective experience putting together high-quality reports based on original research. Here are the best practices we’ve developed along the way.

#1. Establish your research goals: Understand what insights you want to uncover, how they align with your company’s strategic goals, and how they serve your audience’s needs.

#2. Target the right audience: Ensure your research is aimed at your core audience, whether it’s clients, prospects, or key industry players.

#3. Ask neutral, focused questions: Design survey or interview questions that are free of bias. If the results of your surveys and interviews don’t support your original hypothesis, remember: that data still holds insights, and may be even more newsworthy!

#4. Don’t be afraid to outsource the research: For your data to be high-quality and accurate, you may want to work with a third-party research organization. They have the connections and expertise to ensure the quality of your questions, rapidly deploy your survey, and help you make sense of the responses.

#5. Validate and cross-check data: I once stumbled upon a data point that had been published far and wide, long after the original publisher pulled their report due to inaccuracy. Cross-checking data strengthens its credibility and prevents misleading conclusions.

#6. Use a blend of quantitative and qualitative data: While quantitative (hard numbers) data can provide a broad overview, qualitative (observable but not measurable) data offers deeper insights. Use both forms of data to give your report more dimension and support a compelling narrative.

Source: 2024 B2B Marketing Benchmark

#7. Get other industry experts involved: Data from a single voice is interesting, but a consensus of thought leaders backing up that data? That’s compelling! Partnerships can be accomplished through co-branded research, or by including quotes and feedback from experts.

Source: 2023 B2B Influencer Marketing Report: Elevate & Ignite

#8. Give your audience actionable takeaways: Data is great, but useful insights are what drive impact and motivate organic sharing. Highlight key findings and suggest practical applications that can help your audience use the insights to inform their strategies.

Source: The Intersection of Marketing, Data and AI

#9. Prioritize the report design: Design can make or break your report’s readability. Make your research accessible and easy to digest by using a combination of visuals (infographics, charts) and detailed insights to present your findings.

Source: Proving the Power of Brand

#10. Promote, promote, promote: Publishing a research report should never be a one-and-done campaign. Make sure you continue to leverage your research findings by promoting the report across various channels and through different content formats to reach a broader audience and maximize the impact of your research.

Source

Our friends at Content Marketing Institute have also drafted an excellent self-assessment for marketers who are considering diving into original research: Don’t Start an Original Research Project Before Answering These 8 Questions.

Learn to stop worrying and love B2B original research

Publishing a marketing research report is an excellent way for your company to share the next Big Idea with your industry. At TopRank, we’ve helped companies bring their research to life, as well as published our own proprietary insights.

Some highlights from this last year of report drafting include:

Interested in learning more about how we can help you develop a marketing report based on original research? Contact us.

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SEO & Digital Marketing

The New Creative Hub: Dubai’s Agency Scene Evolves

Published

2 days ago

September 18, 2024

Josh Kuku

We bet that, recently, at least one of your friends visited Dubai for a reason. Why are we hearing so much about Dubai these days—not only for its tourist aspect but also for digital marketing initiatives?

We will find out why Dubai is now a new digital marketing hotspot in this blog post – career opportunities and digital marketing agencies in Dubai.

Keep reading.

Key Takeaways

Dubai offers a sizable market to companies looking to increase their online presence.
Because businesses in Dubai are eager to take advantage of online platforms, digital marketing is one of the most in-demand skills in the job market.
Marketers predict that Dubai’s digital marketing ecosystem will continue to grow quickly in the coming years.
For professionals, agency owners, and brands, Dubai offers a plethora of opportunities in the digital marketing space.

What’s Inside?

An Overview of Dubai’s Digital Marketing Atmosphere

In recent years, Dubai has solidified its status as a hub for digital innovation, offering businesses a dynamic environment for marketing success. With widespread access to the latest tech and a business population that relies on the internet, the city presents unparalleled opportunities for brands to connect with their target audiences.

Dubai is a digital-first city. It is equipped with affordable high-speed internet, and almost all of its population uses smartphones. This makes effective digital marketing services in Dubai a foremost concern for businesses.

According to research on why Dubai is an attractive area for international business, Dubai has radically changed over the last thirty years.

It has become a major business state with a sustainable and branched-out economy. Especially over the last ten years, Dubai has noticed enormous economic development as a result of urban development that converted the uninhabited desert of Dubai into a commercial, residential, economic, and tourist state.

Additionally, it is well known that Dubai boasts a massive international trade network that spans nearly 180 states worldwide, offering investors many options for international marketing channels to promote a diverse range of products and services. Hong Kong and Singapore are the two largest export and reexport hubs globally, with Dubai coming in third.

Of course, the city also gains from all kinds of marketing efforts & channels, including digital marketing, as new businesses, investors, and clients come on board. So much so that recent research has shown that a wide range of industries in the United Arab Emirates profit from digital marketing, and they use related tactics to influence business profitability by raising brand awareness, driving more traffic to websites, and generating leads.

Given these factors, effective digital marketing has become a priority for companies looking to thrive in this fast-paced market. This has led to an evolution in Dubai’s agency scene, where creative strategies and cutting-edge solutions are reshaping how businesses approach their online presence.

Digital Marketing Agencies in the UAE Worth It?

Let us continue with one of the most common questions people ask on the internet about the digital marketing ecosystem of Dubai. The answer is a resounding yes. In a market as competitive and digitally driven as the UAE, partnering with a digital marketing agency can make a significant difference.

According to our Exclusive Q&A with Sacha Christe, CEO of Emirates Graphic, digital marketing agencies in Dubai are especially worth working with.

In the said Q&A, Christie states that Dubai’s multicultural audience is indeed a “unique challenge and opportunity” at the same time. To tailor digital marketing strategies effectively, digital agencies conduct thorough market research to understand cultural nuances, language preferences, and consumer behaviors. And finally, they create content and campaigns that resonate with various cultural groups while ensuring sensitivity and respect for diversity. He adds:

Dubai’s business-friendly regulatory environment fosters innovation and attracts agencies and businesses to operate and expand in the region. It provides a stable and conducive platform for growth, which is advantageous for agencies like Emirates Graphic.

What’s more, it seems that in the next few years, marketers anticipate Dubai’s digital marketing ecosystem to continue evolving rapidly:

Brands should stay ahead by embracing emerging technologies, staying updated on local trends, and collaborating with innovative agencies. It’s crucial to remain flexible and adapt to changing consumer preferences.

Dubai for Working Professionals (Scope of Digital Marketing in Dubai)

As we mentioned earlier, Dubai has quickly become a magnet for working professionals, particularly in the digital marketing sector. With its thriving economy and constant push toward digital transformation, the city offers endless opportunities for those looking to build or expand their careers. Digital marketing is one of the most in-demand skills in the job market because businesses in Dubai are eager to take advantage of online platforms.

From social media management and content creation to SEO, professionals can find a diverse range of roles within digital marketing agencies and in-house corporate teams. With Dubai’s commitment to staying at the forefront of technological advancements and its large consumer base, there is always a need for innovative marketing strategies. For digital marketers, this city offers a dynamic work environment and the chance to work on projects that shape global perceptions.

DAN-member agencies like Crowd are playing a crucial role in promoting Dubai as a prime destination for business. As a creative agency, Crowd has actively worked on campaigns showcasing the city’s potential to global audiences, emphasizing its business-friendly environment and advanced digital infrastructure. This is just one example of how digital marketing professionals in Dubai can be part of projects that have a global impact, helping position the city as a leading business hub.

Let us wrap up that section with two thoughtful responses to the query, “Is it hard to find a job in digital marketing or SEO in Dubai?“

Dubai for Agency Owners

For agency owners in Dubai, several digital marketing domains present lucrative opportunities. With a significant portion of the population active on social media, social media advertising is a leading domain.

According to Statista, social media ad spending in the UAE is expected to reach approximately $388.40 million in 2024, indicating a high demand for agencies specializing in targeted campaigns on platforms like Instagram and TikTok.

SEO and content marketing are also crucial due to the competitive business environment. Brands seek agencies that can optimize their online presence, driving organic traffic and brand visibility.

Influencer marketing is another domain thriving in Dubai. The city’s diverse culture and global appeal make it a hotspot for influencers, and agencies that can connect brands with the right influencers are in high demand.

Paid advertising through PPC campaigns remains a key strategy. Digital ad spending in the UAE continues to grow, with businesses looking to agencies for data-driven strategies that maximize their ROI.

These popular domains offer agency owners a chance to diversify their services and cater to Dubai’s dynamic market, allowing them to position themselves as industry leaders.

Here are some hints as to why Dubai’s digital marketing sector is expanding, in case you decide to establish your agency there:

Dubai for Brands & Businesses

With digital advertising in the UAE projected to reach $1.48 billion by 2028, Dubai presents a vast marketplace for brands seeking to expand their digital footprint. This environment provides brands with the tools they need to drive growth and build a strong online presence.

Additionally, as a part of Dubai’s marketing ecosystem, brands and companies have many opportunities to collaborate with excellent, locally focused digital marketing agencies, such as WGG Digital Marketing Agency, a DAN member.

We live in Dubai; we work in Dubai; we know how to work with digital marketing to grow your business in this city.

WGG has established itself as one of the leading agencies in the UAE. For us, each campaign is not just numbers but also a representation of the vibrant life of Dubai and the UAE. With a team versed in the latest digital trends and tools, we offer a panoramic view of modern marketing. In the ever-changing digital marketing in the UAE, WGG is the most adaptive and evolving agency.”

According to the statement on their website, WGG begins each project “by diving deep into Dubai’s online market. It’s paramount for us to understand the digital platforms that have the most traction in the region.” Also, they are “committed to grasping the digital habits of both locals and the expatriate community, ensuring our campaigns cater to each distinct audience segment.”