It’s official, for the first time in history we are in the midst of a digital advertising boom. Industry spend on digital advertising has reached an all-time high at £7.2billion and established players are either engaged in a head-to-head battle or consolidating, picking up smaller companies to strengthen and grow the business. This explosion of spend was never more evident than at this year’s Cannes Lions, where ad technology firms and social media giants were centre stage for the first time – a clear sign that the focus is shifting from traditional advertising to digital and social platforms.
This is the second post in my series talking you through how to carry out a content audit on your website. The next step in our content audit was to determine what to do with our older content. In the first post of this series we talked about creating 3 “piles”; Keep, Update or Bin. With a site the size of Web Analytics World we needed to take smaller bits of the content so we decided to sort by year then start looking at the Analytics from our Content Audit year by year starting with /2006/.
You might know that call tracking is a burgeoning new segment of the digital marketing industry. What you might not know is what’s driving the growth of call tracking. Phone calls to businesses are up, as we noted in our recent survey of hundreds of thousands of calls to more than 500 companies that use CallRail to track all inbound calls. The study found that businesses surveyed registered a 19 percent year-over-year increase in call volume between Q2 2014 and the same quarter of 2015.
Marketing agencies and SMBs are both adopting call tracking in droves because they want to understand more about these inbound phone calls. Agencies want to show their clients that their online and offline campaigns are working–that they’re generating verifiable new business. SMBs embrace call tracking because it gives them valuable insight into which of their hard spent marketing efforts are paying off with phone calls.
In short, call tracking is all about increasing profitability. It gives marketing intelligence to the telephone call that traditional landlines connecting a prospect to a business could never deliver.
One thing is for sure … they take responsibility for the “big decisions” and often enjoy the salary and benefits to match!
Digital Marketing is undoubtedly one of the hottest disciplines in today’s corporate world and this is reflected in the growing number of vacancies, particularly for senior and strategic roles however many hiring managers find it difficult to recruit with confidence – these are often newly created roles and this is an evolving discipline.
It’s something that we (Jump Digital) as the owners of Web Analytics World have been aware of for a considerable time – and so we tasked ourselves to create something which would help fill this “talent gap”. [Read more…]
My focus over the summer has been an early stage health spinout called Triscribe. We are just about to start product development so no idea how the business will work out yet. Triscribe is all about analytics based on ePrescribing systems in hospitals and the founders are 3 world class academics from the University of Edinburgh. No concerns about the quality behind the analysis!
Triscribe will help optimise the use of medicines and make a big difference to the cost efficiency of hospitals. This is a great example of the power of analytics and it makes me believe we are missing a big opportunity in health.