Business

Guide shows benefits of digital marketing

BELFAST digital marketing agency Octave has published a new guide to help users learn more about the key benefits of using digital marketing effectively and about the areas of digital marketing they should use for their businesses.

Produced by Octave director Paul McGarrity, right, it explains the latest trends on how people are using digital and social media and how businesses can benefit by marketing effectively online.

Popular use of digital and social media has spiralled rapidly in recent years and the guide highlights the latest research and trends, including: n 50 per cent of internet users have researched and compared products online; n 40 per cent of offline buyers have conducted online research prior to purchase; n 72 per cent of all adults bought goods or services online, up from 53 per cent in 2008; n Facebook use now reaches over 50 per cent of adults in Britain and Ireland; n 44 per cent of email recipients made at least one purchase last year based on a promotional email.

The guide - which can be downloaded at www.octavedigital.co.uk/digital-learning/online-guides - also highlights the significant increase in businesses using digital marketing.

According to e-consultancy, UK companies spend, on average, 35 per cent of their total marketing budgets on digital.

Mr McGarrity said: "The media and marketing environment is changing rapidly. Digital channels including search engines, websites, video platforms, and social media now have a major impact on how we shop, communicate, and access information. "As a result, businesses need to significantly adapt their marketing, sales and customer service to suit the new consumer environment."