Gartner tells us that 2021 marketing budgets dropped by almost 40% and they are not expected to reach pre-2020 levels this year. With lots of macro factors to consider many marketers are asking how they can increase their digital marketing ROI without additional investment.
Our latest webinar put the spotlight on strategies to help brands drive digital marketing efficiencies and make more with less.
Watch the full webinar recording above or read summaries of the speaker presentations and key take-outs below.
Senior Research Manager, Design & Tech
Nick talked about how analytics can tell you what customers are doing, but customer research tells you why people behave the way they do on your website.
He shared case studies for The Wall Street Journal, BlackBerry Cylance and The RSPB to demonstrate how customer research enables you to de-risk your testing and decision making to make a significant impact on your KPIs.
Nick ended his presentation showing the breadth of research techniques available for every need and budget, his ideas about how to get started with research and how to influence budget holders.
- Research provides insights that you can't get from data, helping to de-risk and improve your A/B testing.
- Research can help you understand your customers better, allowing you to target site design and wording/value proposition.
- It doesn't have to be difficult or expensive to get started with research.
MD, Daydot
Osh explained the importance of recognising your 'efficient frontier' in terms of media investment. Spending beyond this level leads to diminishing returns and no finance director is going to sign off on additional budget which is guaranteed to perform worse.
He shared how website testing and optimisation can help remove friction, optimise your value proposition, navigation, layout, design and check-out, providing growth in core KPIs – be that AOV, CVR, ROAS or engagement, trial activation and churn prevention.
- You can have the most targeted, relevant and efficient media buying setup in the world, but if you’re visitors’ expectations are only being met until the moment they land on your site, then it’s all for nothing.
- Investing in conversion optimisation doesn’t just superpower your ad campaigns, it helps you make the most out of ALL of your site traffic.
- Optimisation of your onsite conversion journey is about aligning content, product and pricing around your customers' motivations, anxieties and perception of value.