The weather here in the UK has been scorching this week – but even those high temperatures don’t compare to the hot trends our New Business and Marketing team have uncovered. From email marketing and privacy to increasing marketing budgets, here is our latest weekly news roundup.
1. Marketing Needs for Small Businesses
With 19 July marking the lifting of most COVID restrictions in England, it gave us an opportunity to reflect on the needs of some of those who were hit the hardest: small businesses. As we move into ‘the new normal’, the marketing needs of these companies have changed, and will likely continue to remain in flux for some time.
Small businesses are more exposed to the harsh conditions of our economy. This summer, CallRail surveyed 600 small business owners in the US to see how marketing agencies are helping them to navigate and conquer the current landscape. They found that:
- 81% of small business owners considered a marketing strategy to be critical to the success of their business during the pandemic
- 94% of small-to-medium-sized businesses are looking for agencies to help them create and deliver marketing plans
- Social media marketing is a priority that small businesses require assistance with
Even when you hop across the pond to the UK, you’ll find this report to be a fantastic resource for agencies like us as we continue to work with clients in understanding how we can best help small businesses to thrive in a post-COVID world.
You can download the full report here
2. Email Marketing and Privacy
A key way we engage with clients, prospects and other agencies is through our email newsletters, which provide insight into topical marketing subjects, client spotlights and company updates. Apple’s announcement of the imminent launch of their new email feature – the Mail Privacy Protection – poses a challenge to marketing teams that rely on tracking pixels to understand performance and develop more targeted email newsletter campaigns. We were keen to read this article from Tech.co, which gave a nice overview of how exactly these changes in privacy will impact our email newsletters. It is up to us as email marketers to create content that users will want to click on and engage with so they continue to opt in.
At Passion, we always have our ears to the ground when it comes to connecting with our clients, prospects and the wider agency community, to ensure we remain at the top of our game.
3. Increasing Marketing Budgets
COVID impacted how we live, where we go and practically all other aspects of society, which in turn had ramifications on businesses and how they spend their money. We saw a downturn in marketing spend as the pandemic took hold, but we are now seeing a strong bounce back:
Growth in online ad spend has typically tracked some 20 percentage points ahead of offline media, but in the final quarter of 2020 this leapt to a remarkable 41 points – an absolute difference of $41 billion.James McDonald, Managing Editor, WARC Data
WARC Data’s latest research from 100 markets shows that advertising spend will see a double-digit recovery this year. Data from the UK backs this up as well – the most recent Alchemis survey of private, public and third sector organisations found that there is pent-up demand for marketing activity, with 62% of people saying they had withheld marketing budgets during the pandemic but are keen to deploy these funds as soon as possible.
We’ve also been keeping a close eye on Econsultancy’s stats roundup, which highlights changes in the marketing industry as a result of COVID. It’s encouraging as a digital agency to see that brands are embracing digital marketing and realising the potential of the platforms available.
If you’re as encouraged as we are by that thought and are looking for a dependable agency to strategically manage your marketing strategy, get in touch with the team here at Passion.
That concludes our roundup for this week – it’s always good to end on a positive note, isn’t it? Check out our previous roundups and other marketing expertise on our blog or get in touch with our team for all your marketing needs, from content marketing to fleshing out your digital marketing strategy. And stay tuned for another roundup every week – up next, our creative Content team!