Digital Issues

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Growing A Network And Digital Case Studies (5)

This is a guest blog by Lauren Pettitt taken from the Cambridge Marketing College…


Tim Elkington, Chief Strategy Officer of the IAB (Internet Advertising Bureau), explains how marketers can reach consumers in the average 3 hours a day that they spend online, and the majority of that is on smartphones not desktops. 80% of UK adults own a smartphone and 40% own a tablet. The average household has 7.4 connected devices. He had some fascinating market research where the person wears a camera that takes a photo every 5 seconds, to see what people are doing. You can see some of these videos at This suggested that people use their phones as a habit and far more than they realise.

Jargon Buster! returned which is a slot that briefly explains a marketing concept or theory. This week Kiran explained a Digital Dashboard.  A dashboard is based on the idea of a car dashboard which gives you quick real-time information about your car. A Digital Dashboard is the same idea and would show key information for your organisation such as the number of visitors to your website, amount of time spent, and number of click throughs.

Rachel Hudson, a marketing communications expert, having worked with Marks & Spencer, BBC, and Celador Entertainment. Rachel gets on her soapbox about inane use of social media by organisations. One organisation that users social media well is the National Trust who have 400,000 followers on Facebook and Twitter, post several times a day and they get 2000 likes and shares for each post because they know their audience and therefore each post supports their brand. What they don’t do is post pictures of fluffy animals, or cheesy quotes or inane photos of the team: businesses that do this suggest that they have no sense of what their customers like. Most big businesses that do social media well have a conversation calendar, which is organised around themes, which plots all the marketing activity and predicts the precise messages to put out on social media. This helps companies to stop going off message. Rachel’s advice is that you can never know too much about your customer and this allows companies to create a dialogue that makes sense. She also advises that businesses should think ‘would I say or share this face to face’.

Listen to the show


The original article can be found here: