Digital marketing news for small businesses: August roundup

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While many of us have been off on holiday this month, the world of digital marketing has by no means been standing still. Here are some of the top stories for August and what your business can learn from them.

It’s time to get clued up on your marketing consent

The General Data Protection Regulation (GDPR) comes into force in May next year, overriding the existing Data Protection Act governing the obtaining, storage and use of customer data.

Yet, with the clock ticking away, research from law firm Irwin Mitchell suggests that nearly three quarters of those in the marketing and advertising sector are unaware of the regulation and what it means for their businesses – despite the fact that large fines may be imposed on those who fail to comply.

If your business gathers customer data for marketing purposes, you’ll need to brush up on the new regulation and what you need to do to comply with it. The good news is that as a small business, you might well find that you’re better able to adapt to the new laws and even use them to your advantage.

Advertising to women online? You may need to try harder…

If you’re looking to target women through your online advertising campaigns, you might need to make a more concerted effort.

The results published this month of a Nielsen study of 60,000 ad campaigns found that just half the women-focused campaigns in the UK actually reached their intended audience. For the 18-34 age category, the success rate was even lower, at just 22%. So how can you do better?

In the study write-up, Nielsen’s UK commercial director, Barney Farmer, comments: “Various things that can make a difference are better use of the available technology, incorporating wider sources of data, particularly first party data, as well as buyers taking more action on the insights they’ve got from previous campaigns to improve future results.”

In other words, make intelligent use of your customer data and take the time to analyse the results of your campaigns to make each one more successful than the last.

Stop your emails ending up in spam folders

Research published this month by Return Path suggests that as many as 20% of marketing emails never make it to the recipient’s inbox, instead ending up in their spam folder or even filtered out entirely by their email provider.

This represents significant lost income for businesses, particularly in light of the fact that email is still number one for mobile conversions. It’s a reminder of the need to ensure your emails bear none of the hallmarks of spam; here are some useful tips from Kissmetrics on how to make sure your marketing emails don’t end up in spam folders.

25% of people in the UK are on Instagram – are you?

Is your business taking advantage of the marketing power of photo-based social network Instagram? The figures suggest that if you aren’t, it’s a platform with big potential for reaching new customers.

The latest forecast from eMarketer predicts that by the end of this year, 25% of the UK’s population will log into Instagram at least once a month. Of course, being a highly visual social network, Instagram may not be suitable for every business; but if it is, the sheer number of users alone suggests that you could find great success with it.

Have a read of our guide on Instagram for business to help you decide what your business could gain from being on Instagram and learn more about how to make the most of being on this increasingly popular network.

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Zoe works as a Content Marketing Executive at the UK Domain. Previously working in advertising and the sporting industry, Zoe has over four years experience in marketing.

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