Digital Marketing Statistics 2017

Digital Marketing Statistics 2017

Smart Insights have recently published their Managing Digital Marketing report for 2017 and is full of digital marketing statistics from businesses across the UK and beyond. This annual report aims to understand how businesses are planning and managing their digital marketing via an online survey.

Digital marketing is no longer a fancy new thing – nearly every business in the UK uses some kind of digital media. From websites to social media, email marketing, mobile apps and online advertising; it’s all around us and usage will only increase.

Planning & Strategy digital marketing statistics

I’m really surprised to learn that 49% of businesses that completed the survey are doing digital marketing but have no clear plan or strategy.

digital marketing statistics 2017 1

Also 49% of businesses don’t have a defined overall marketing strategy and 37% have no aim to implement a digital program (startups and smaller businesses make up the majority of this as they don’t feel it’s appropriate for them).

For most this means that they don’t have defined goals and KPIs in place to measure if they’re actually achieving them.  For more info on the best KPIs for small businesses to track see Top KPIs for small businesses to measure.

Top performing channel digital marketing statistics

There are lots of activities that you can work on to improve your leads and ultimately your sales.  Paid advertising, Search engine optimisation (SEO), Social Media and online PR are just a few.

But what activities (or channels) are the best at producing the best Return on Investment (ROI)?

The votes were:

  • SEO – 32%
  • Content marketing – 30%
  • Email marketing – 30%
  • Paid Search advertising – 20%
  • Social Media (organic) – 20%
  • Social Media (paid advertising) – 17%
  • Website personalisation – 16%
  • Online PR and outreach – 15%
  • Display advertising – 10%

Interestingly whilst organic Social Media was voted the 5th highest for producing a high ROI, it was also voted the lowest at 33%.  SEO was the best channel overall with only 15% of businesses saying it had the lowest ROI and 41% stating it had a medium ROI.

Do you have a digital marketing strategy or plan in place?  If yes are you measuring it?

If you haven’t and you’d like to chat about your options then please book a totally free, no obligation consultation with me here.

If you’d like to read the whole report on digital marketing statistics for 2017 you can find it here.








Emojis in business communications – Yes or No?

Emojis in business communications – Yes or No?

As it’s World Emoji Day (yes – there is such a thing.  For more info on this see I had to write this post as so many of my clients ask me “Is it appropriate for me to use emoji in business communications?”.

Unfortunately the answer isn’t clear cut – it depends.

There’s no doubt that the huge explosion of emoji usage in recent years has led to those little cute pictures in text messages become a brand in itself, with stationery, cuddly toys and now even a film featuring them.

92% of people online use emojis (source: Ad Week) and it’s not just for teenagers.  The age group that uses emojis the most frequently is 25 – 29 year olds (source: Expanded Ramblings).

Even big brands are getting in on the action – 59% of the top 500 brands on Twitter have used emojis and the increase of emoji use in marketing messages is a whopping 775% (source: Expanded Ramblings).  Some brands have even gone as far as to design their own emojis – Burger King, Disney and Mentos Mints being just a few.

So, should you be using emoji in business communications?

Emoji in business Tip 1

Before you consider ANYTHING else, ensure you have a very clear picture of your business personality and also your customers.

Are you a retro sweet shop targeting mid to late twenties people?  Absolutely fine to sprinkle a few 🍭 🍬 in your marketing messages. Maybe you’re a beauty salon who’s customer base is mid thirties mums who like a bit of a giggle – by all means use 💄 💅🏻 💆🏻 every now and then.

An accountant who’s clients are medium size businesses with employees?  💵 📈 – not looking quite so professional now are you 😳

Emoji in business Tip 2

Make sure you know exactly what the emoji means before you use it!

😯 this emoji is mainly used to show surprised but it is actually called “hushed face” (i.e. being quiet)

😂 always used in place of LOL (laugh out loud) or ROFL (roll on the floor laughing) this emoji actually means “tears of joy” – the correct emoji for LOL or ROFL is 🤣

Emoji in business Tip 3

ALWAYS know what an emoji looks like on other platforms before using it.

Poor old Cookie Monster’s celebration of World Chocolate Day (yep, another random day of celebration!) was ruined for people with Samsung devices.  Why?

He tweeted:

What Samsung users saw:

Crackers on World Chocolate Day??

Emojis can look totally different on each platform so make sure you’ve checked them out before using.  A great resource is

I hope this post has helped you work out if using emojis in business communications is right for you, but if you have any questions or comments please don’t hesitate to get in touch by commenting below!


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