SEO & Digital Marketing

A Playful Way to Turn Users’ Content into Successful Marketing Campaigns

Published

2 months ago

July 9, 2024

UGC has proven to be a powerful tool for brands that seek to build a close-knit relationship with their consumers using digital marketing. With the decline in the effectiveness of conventional advertising, marketers are searching for more effective ways of advertising, for example, interactive video ads created by digital marketing agencies such as Multiplayer’s sub-brand called Gamified Marketing. UGC being a new and authentic advertising appeals to the modern consumer because it allows customers to become an active part of their favorite brands’ marketing campaigns. Moreover, UGC brings the element of gamification by bringing prizes and rewards for active participation. Even though the effects of UGC may not be obvious sometimes at first glance, its advantages are undeniable.

How UGC Affects Brands?

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Building Trust and Authenticity

One of the major advantages of UGC is that it helps to establish trust and maintain relevance. Consumers have become more skeptical in viewing traditional advertisements as they seem polished and only present a biased perspective. On the other hand, UGC is considered as more credible and close to the consumer. The Forbes’ report showed that 70% of consumers rely on UGC rather than actual advertisements from brands. This trust is based on the fact that UGC is created by real people who share their own experience and do not use special marketing and advertising techniques.

Also, 90% of businesses admitted that UGC provides a more truthful perception of the products and services they offer. Three of four marketers state that UGC is imperative for establishing brand credibility in the present days.

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Boosting Engagement and Conversion Rates

UGC plays a part in increasing the level of interest and calls to action across the different media. For instance, when a blog post contains user-generated content, the post gets 45% more organic traffic as compared to a post that does not contain any UGC. This has to do with the increased traffic that is brought about by the difference in opinion and real life stories from the users which makes it more credible among the readers.

However, the impact of UGC is not equal for all types of content, and Visual UGC seems to be the most effective. This is because, according to a survey by Nostro, 81% of ecommerce marketers consider visual UGC to be more effective in reaching customers as compared to photos taken by professionals or featuring influencers. Such content as photo and video reposts from customers, demonstrating the application of the products in real life, can increase the purchasing intention up to 3 times. For that reason, videos that showcase the experiences of other users can cause a purchase intent by 30%, proving the effectiveness of UGC strategies.

Driving Social Media Engagement

Most of the UGC is created by consumers on social media, which allows them to communicate with companies. Specifically, Instagram is one of the most effective sources of the inspiring UGC. When it comes to which platform generates the most effective content, 28% of the ecommerce marketers think that Instagram stands as the most effective platform, while 23% think that Facebook is the most effective, 19% think that TikTok is, 17% for YouTube and 10% for Twitter. These platforms are more suited to content sharing because of their visual aspect which incorporates the user generated photos as well as videos that tend to attract high engagement.

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The fact that the younger people are more inclined towards UGC is quite appreciable. A greater percentage (55%) of the Gen Z population wants to be associated with brands that show up in their social media feeds. Furthermore, the survey revealed that 80% of the youths have engaged in sharing their purchases on social media or are willing to do it. This desire to participate underscores the potential of UGC for targeting and capturing young consumers, who, as is well known, set many trends online.

Influencing Purchase Decisions

It has been observed that UGC plays a significant role in the final purchase decision. About 55% of consumers will hesitate to purchase a product without UGC, proving that word-of-mouth recommendations and real-life case studies play an essential role in the consumers’ decision-making process. This is because consumers are likely to search for UGC as a way of making a decision and looking for endorsements from other consumers.

This reliance on UGC is not limited to a specific type of content, and it includes unboxing videos, tutorial posts, and shared photos. Such content makes potential buyers better prepared to make a purchase, as the level of uncertainty is lowered and confidence in a particular decision is increased.

Strengthening Brand Loyalty and Affinity

UGC also helps in enhancing brand loyalty and brand affinity among the target customers. For example, when the consumers observe real people using a brand in a positive way, it creates a feeling of belonging to a particular group of people. This is further complemented when brands interact with UGC by sharing it on their own social media accounts or reply to a user post.

Thus, incorporating the UGC into the marketing strategies is not only about using the customers’ content but also about reciprocation. In a survey of enterprises, 62 percent of businesses said that incorporating more UGC was “very important” for enhancing brand credibility. Specifically, 91% of the respondents reported that they found UGC at least moderately important, which underlines its high awareness as an essential tool in marketing.

When it comes to the use of consumer-generated content, it is perhaps one of the most effective tools that can be used for brand promotion from which brands that are involved in marketing stand to benefit in a variety of ways. Starting from the basic aspects such as establishing trust and credibility up to more specific ones like encouraging the engagement of the targeted consumers and persuading the latter to make a purchase, UGC is a more realistic and believable strategy as compared to conventional marketing.

It is crucial to highlight that the statistics provided above prove that UGC remains an influential trend in the contemporary digital environment focusing on consumers’ trust and authenticity. With more brands starting to appreciate the power of UGC, the latter is going to have a growing influence on the marketing of the future.

Therefore, it can be seen that the use of UGC maintains and strengthens the voice of the brand while at the same time allows a higher level of engagement with the target consumers that can make them feel like they are part of the company’s family. Given the importance of social networks and various forms of digital communication in the modern world, generation of content by users is not only a trend but rather a necessity for brands that strive to survive and continue their existence.

How Brand Use The Power of UGC?

What can be the best way to see the power of a marketing tool than watching it ‘in action’? While digital marketing is undergoing changes on a daily basis, some trends such as UGC keep getting stronger. UGC marketing has not only proved its power in terms of attracting customers attention but also became one of the most effective ways to involve customers into the marketing process. The number of UGC marketing campaigns is growing every day, so let’s take a look at the biggest campaign that made UGC a evident success for their brands.

Coca-Cola ‘Share a Coke’.

In an attempt to freshen up its brand image and appeal to the younger generation, Coca-Cola brought the worldwide phenomenon ‘Share a Coke’ campaign to America. The initiative aimed to address a significant challenge: to attract the attention of teenagers in the United States who had not bought a Coca-Cola in the prior year. This campaign was meant to humanize the brand and make it more attractive to the teens so as to boost the sales and make the youth more connected to the brand.

innovative-packaging-social-media-integration

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Innovative packaging and social media integration

The essence of the campaign strategy was based on two key pillars that were novel to the concept. First, the company decided to turn the packaging of the bottles into the owned media, which was done by changing the Coca-Cola logo on 20-ounce bottles for 250 most popular names of teenagers. This basic yet strategic message was designed to appeal to teenagers and make them feel like the brand was directly talking to them. Second, the campaign used the hashtag #ShareaCoke to build a massive and interactive social media presence; the teenagers shared their stories and helped to spread the message of the campaign.

Non-standard Approach

The idea of adding names to the bottles has also brought an element of a game where people need to find the bottles with their names and share it. Even though it was not intended initially, the campaign had an element of so-called treasure hunt which turned out to be a lot of fun for consumers.

Remarkable Results

The ‘Share a Coke’ campaign proved to be extraordinarily successful in the U.S. During the summer following the campaign’s launch, 1.25 million more teens tried Coca-Cola, and sales of participating Coca-Cola packages surged by 11%. This growth was especially notable given the overall decline in the carbonated soft drink category, which saw a 3.3% drop in 2013.

Coca-Cola’s sales performance during the campaign was unprecedented. The four weeks of July marked the best sales period since 2009, with the largest year-over-year growth recorded.

Apple #SHOTONIPHONE

Organic Social Media Marketing

Apple is a technology company widely recognized for its state-of-the-art products and elegant designs, and has always managed to build a strong brand image that has an appeal all over the world. Among the campaigns, one of the most famous examples is the “Shot on iPhone” UGC marketing campaign, which helps to draw attention to the excellent quality of the iPhone’s camera built into their smartphones.

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Currently, the “Shot on iPhone” campaign is a part of the iPhone advertising campaign that Apple launched in 2015 to advertise the iPhone 6s which had a new 12-megapixel camera. The main goal of the campaign was to highlight the high quality of the photos taken on iPhone. In order to bring this idea to life, Apple called on its users to share photos made on iPhones on social media platforms such as Instagram or Twitter. The target audience was people in the age range of 25 to 35 years who were interested in photography and used social networks, which made them a suitable audience for the promotion of a new iPhone model.

The marketing campaign was guided by the following objectives:

– Build brand awareness and reinforce the reputation of the iPhone as a high-quality camera phone.

– Showcase the enhanced camera features of the iPhone 6s.

– Encourage user-generated content and boost customer engagement on social media.

– Drive sales of the new iPhone model.

Apple’s UGC Marketing Campaign Strategy

To achieve these objectives, Apple employed a multifaceted strategy across various channels.

1. Social Media Contest.

Apple initiated a specialized website through which people could upload their favorite iPhone shots. They could also share their shots on social media platforms. They used #shotoniphone and #contest as hashtags that allowed one to win a chance to be featured in the next iPhone commercial or get an iPhone for free.

2. Influencer Marketing.

Apple worked with famous photographers and insta-stars, who made and posted beautiful photos taken exclusively on iPhone. They presented their followers with the camera, thus expanding the outreach of the campaign.

3. Print Advertising.

Apple advertised in newspapers and magazines with pictures taken by iPhone 6s to show the quality of their work. These ads were simple, and focused on the pictures that emphasized the quality of the cameras.

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Results

The “Shot on iPhone” campaign was a resounding success, yielding impressive results for Apple.

– User Engagement. It attracted a lot of attention on social media especially on Instagram where the campaign received more than 70 million likes, comments and shares. People gladly took part in the contest and submitted over 100 000 photos and videos.

– Sales Growth. The campaign was very effective in increasing iPhone 6s sales especially to the targeted segment. It is stated that based on the Q4 2015 report, iPhone sales were at their all-time high with the iPhone 6s leading the sales.

– Brand Perception. The campaign helped to establish Apple’s leadership in the smartphone market and to strengthen its branding as a provider of stylish, innovative, and high-quality products that meet the needs of its customers.

– Long-term Impact. The success of the “Shot on iPhone” campaign led to the subsequent sequels, including “Shot on iPhone X”, “Shot on iPhone XR,” and “Shot on iPhone 12 Pro. ” Each of them contributes to the list and continues the tradition of revealing the constant iPhone camera updates and inviting people to contribute continually.

Crocs: Mastering User-Generated Content to Redefine Footwear Marketing

crocs-mastering-ugc-to-redefine-footwear-marketing

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Crocs made its debut in the footwear industry in 2002 with a unique foam clog design that was both durable and waterproof. This design, while comfortable, polarized public opinion and sparked considerable media and online debate. The company went public in 2006, and by 2007, Crocs had more than doubled its revenues, achieving $847 million in global sales.

During this period of rapid growth, Crocs made strategic acquisitions to diversify its offerings, including Jibbitz, a manufacturer of accessories that snap into the holes of Croc shoes. This move allowed Crocs to venture into the fashion-oriented space, enhancing the customizability of their products and broadening their appeal.

Solving the Problem by Embracing Social Media and UGC

Understanding the intrinsic tension within its brand—where people either loved or hated Crocs—the company leaned into this dichotomy to generate conversation. According to CEO Andrew Rees, this strategy helped Crocs garner free PR and advertising, saving millions in marketing costs.

However, the conflict between the ‘uncool’ and ‘cool’ line in marketing was therefore apparent. In the highly saturated world of Instagram and the youth fashion culture, relevancy is crucial, and so is avoiding the ‘over-trying’ factor. This was a challenge that Crocs was able to overcome by opting to incorporate the use of UGC, which was to play a crucial role in growing the company’s online presence and hence brand relativity.

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David Shadpour, CEO of branded content platform Social Native, said that to be effective on social media Crocs require a lot of fresh and compelling content. Crocs used content creators to drive engagement and within the two years, it became the 13th best-selling footwear brand in the U.S. from being 27th in 2017.

Successful UGC Campaigns

Crocs executed several successful UGC campaigns, involving more than 170 creators and generating over 225 images and videos. One notable campaign was the #MyCrocsEra, which invited customers to share how they styled their Crocs on social media. This campaign celebrated Crocs’ global community and highlighted the customizable aspect of their footwear with diverse Jibbitz shoe gems.

Another impactful campaign was “Come As You Are,” launched in 2017. This campaign embraced the polarizing opinions about the classic clog, encouraging fans to celebrate their love for the brand while inviting skeptics to reconsider. By focusing on the classic clog, Crocs aimed to rediscover its voice and the voice of its fans, creating a culture where everyone felt “comfortable in their own shoes.”

Impact and Results

The engagement from these UGC campaigns was substantial. Crocs moved from the 30th most popular footwear brand to the 7th by 2019, according to Piper Jaffray’s bi-annual teen survey. The “Come As You Are” campaign alone helped Crocs reach 3.7 million potential consumers, producing over 792.4k engagements. Each piece of user-generated content achieved an average engagement rate of 21.54%.

Crocs’ strategic use of user-generated content has redefined its marketing approach, creating a social media presence characterized by authentic and creative storytelling.

This strategy resonates deeply with its diverse and growing global audience, transforming Crocs’ cultural relevance and enhancing its “cool factor.” By empowering real fans to create content, Crocs has built a brand that is truly comfortable in its own shoes, exemplifying how embracing both love and hate can lead to remarkable success in the digital age.

IKEA. Successful Marketing for Successful Furniture Retailer

IKEA, the world’s leading furniture retailer, faced a significant challenge: enabling businesses to create inexpensive, high-quality content that meets market demands at scale. At the time, IKEA had more than 200,000 content assets produced by the in-house production agency globally, but they were looking for a better way to find content that would be relevant to the different regions.

Innovative Solution: Taking Advantage of User Generated Content

To overcome this problem, IKEA decided to draw on millions of customers who could become an invaluable source of UGC. IKEA engaged customers by asking them to share images of the products they have in their homes thus building an active and healthy community in the social media platforms. ‘IKEA At Mine’ campaign not only created a feeling of togetherness but also ensured that IKEA had an abundance of organic and authentic contents to use in the social media platforms.

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Impressive Results and Metrics

– Higher Reach: In social media, advertisements containing UGC were found to be 27% more effective in terms of outreach than those containing owned organic images. Such an increase in visibility also goes to prove how UGC is able to get the attention of a wider population.

– Enhanced Engagement: UGC also provided a 7 times increase in engagement on IKEA’s home page. This metric showcases the effectiveness of customers’ posts which are more appealing than marketing images to potential buyers.

– Increased Conversion Rates: The most noticeable outcome, which may have been an expected one, was a conversion rate that was 54X higher when users engaged with UGC. This statistic clearly shows that user-generated content such as those that are close to real life has the potential of changing people’s decisions on what to buy.

In addition, an analysis of IKEA’s most popular ten organic posts on social media revealed that eight of them were UGC, indicating the effectiveness of this content strategy. Moreover, IKEA, through the use of real life application of their products was also able to establish credibility and actuality to their advertisements while increasing the efficiency of their marketing campaigns.

A Win-Win Strategy

IKEA demonstrated how using the user-generated content can solve the problems of scalability of content as well as its relevance to the market. IKEA has not only saved on content production costs, but they also provided their customers with an active role in promoting brand messages and have increased the overall appeal of the shopping experience. The high rates of reach and engagement, as well as the conversion rates, shown in the present research merely hint at the possibilities of UGC influencing the primary tactics of digital promotions. While building up the community of loyal clients for IKEA, the “IKEA At Mine” concept is a perfect example of how effective and meaningful the customer-generated content can be in the digital reality.

User-generated content (UGC) has proven to be a transformative tool in digital marketing, offering brands a powerful way to build trust, engagement, and conversion rates. As IKEA, Coca-Cola, Apple and Crocs have shown, it is possible to achieve high brand awareness and credibility by using content generated by the consumers . UGC contributes a certain level of social interaction or belonging that is not easily attainable through traditional ads. Thus, brands that are ready to embrace and use UGC as a component of their marketing mix will not only save on content creation but also make their campaigns more authentic and effective. With the confidence of consumers in traditional forms of ads declining, the role of UGC emerges as a critical need for companies if they are to succeed in the current and future world.

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SEO & Digital Marketing

How Bot Traffic Is Impacting Digital Marketing?

Published

7 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

1 day 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.

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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

1 day 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.”