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Why not ‘take a moment’ to read about the latest brand engagement work we have created for long-term client Helix.

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So, what’s next for digital advertising?
Digital advertising has evolved from simple banners with a static image and a single call to action. Now, they are personalised, engaging, measurable, interactive experiences. And, through advancements in technology & data analytics, they are highly tailored to the user’s preferences and behaviours enabling businesses to target the right audiences with the right message at the right time.

Recent years has seen a vast increase in the number of data & analytics companies accessing the consumer’s data (leveraging information and insights about their behaviour, interests, and demographics). Next time you provide ‘consent’ to a website or app, take a deep look at what information you are agreeing to give and to whom – it is dramatically more than you would imagine!

And so, as consumers provide more and more data regarding their behaviour, interests and movement, businesses are able to create more and more targeted ad campaigns. These campaigns have become not only more relevant to the audience but also more effective in driving engagement and conversions.

The future will see digital ads becoming even more sophisticated, personalised, interactive and immersive. AI is already being used to gather and analyse the vast amounts of consumer data, helping marketers to quickly identity patterns and trends. And, using this to more accurately predict the customer future behaviour, optimise ad performance, and deliver personalised advertising experiences that resonate.

More importantly, the divide between how we differentiate digital advertising from other forms is going to become blurred. We currently consider digital advertising as those that are seen via digital devices – namely via smartphones, tablets, laptops, desktop, etc. However, in the future, it is expected that personalised ads may be delivered via other means, including heads-up displays in the street – digital billboards, smart windows, etc. Who knows, there may even be smart magazines – printed publications with digital displays (just think The Daily Prophet in the Harry Potter films).

Furthermore, for those who carry their smartphone with them (as most of us do), GPS already knows your exact location. Marketers will be able to better use this information to serve personalised ads direct to the individual. A great opportunity for advertisers if someone is walking by a retail store. The personalised ad would be able to advertise an offer within that store specifically for that person.

Social advertising
In 2003, Mark Zuckerberg launched Facemash, followed by The Facebook in 2004 and then Facebook in 2005. At the same time, LinkedIn was launched which, in turn, was followed one year later by Twitter.
Social Media had truly arrived. Initially to link like-minded individuals to groups and interests but, as they swiftly gained a huge following, advertising began to get a foothold.

JP Morgan Chase was the first business to advertise via social media. This was in 2006 – they had negotiated a one-year contract to promote Chase credit cards in the form of banner ads on Facebook.

Fast forward to today. Social media platforms are a very powerful tool for digital advertising. They offer brands and businesses a unique opportunity to engage with their audience. And, as the vast majority of consumers devour social media via their smartphones, digital advertising has a much more personal connection. Consumers no longer expect the advertising to be one sided, instead they are empowered and encouraged to engage with the advertiser.

The future will inevitably see more social media platforms emerge and others fail. Consumer trends suggest those platforms that provide a more interactive experience will always win out. It is interesting to consider the recent fall of Facebook amongst social media users – younger audiences re not attracted to it and the older audience as becoming frustrated as Facebook has prioritised advertising over the user experience.

Keeping the user engaged
Interactive digital ads have transformed the way that brands & business communicate with their audience. These provide an engaging experience which encourage users to interact with the content. Gone are the days of static / traditional display ads. These days, interactive formats have proven to be more effective in capturing & retaining the audience’s attention. The trend is towards a more digitalised future in which interactivity will continue to play a bigger and bigger role.

Mobile-first
Apple released the first iPhone in 2007 and, as the saying goes, the rest is history.
Mobile usage has increased year on year with mobile-first advertising now the norm in digital marketing. In fact, in the fourth quarter of 2023, 94% of global users reported using smartphones to access the internet compared to 62% who used laptops or desktops.

Inevitably, mobile is the all-important platform for advertisers and as such, these advertisers must design digital ads with mobile users at front of mind. This means creating ads that are optimised for smaller screens, load quickly, and offer an engaging user experience.
It’s no longer just about reaching more people; it’s about reaching them in a way that’s convenient and engaging for them.

Mobile first advertising will always be limited by the technology of the platform but, as mobile phones evolve even further (and, at the time of writing, the latest version of iPhone is the iPhone 15 Pro), then so will the ways in which we advertise. From AI and machine learning to virtual reality and beyond, the possibilities are endless.

Future tech
But whilst smartphones are a crucial device currently, innovation will surely lead us into a future where our tech literally alters how we see the world. We’ve had head sets and heads-up displays for a number of years now but it is the smart glasses market that looks set to be the future.
There are a number of businesses currently developing these – ready to play their role in gaming, business, events and, of course, digital advertising.

Made to measure
It’s no longer enough to launch a digital ad campaign, sit back and hope for the best. In the digital world, marketers need to track, measure, analyse and tweak the campaign to ensure the best possible return on investment. And this is where analytics come in.
Tools like Google Analytics, which was first launched towards the end of 2005, provide valuable measurement data on how ads are performing. They show how many people are seeing your ads, how & when they’re interacting with them, and whether they’re leading to conversions. This data can then be used to tweak and optimise future ad campaigns for better results.

Analytics will become even more sophisticated in years to come with AI doing all the legwork managing, analysing and optimising each campaign across hundreds of platforms. And, as AI will inevitably, learn from the success and failure of other campaigns, marketers will be able to tailor strategies with unparalleled precision. The future of marketing analytics is where profitability metrics will not only take centre stage but will also guide businesses towards a future defined by measurable success and bottom-line impact.

In summary
Whatever the future of digital advertising brings, the most important thing in this ever-evolving industry is for marketers to stay adaptable. New technologies, channels and devices will undoubtably emerge as will the challenges of cutting through overly crowded markets.
The consumer, on the other hand, is likely to be overloaded with ads, coming from multiple new sources wherever they are, all attempting to influence their decisions. Because of this, it is expected that ad restriction solutions will grow in popularity to further help filter through the noise.
Those of us who are flexible and ready & able to respond will see the benefits.
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15 PREDICTIONS FROM AT&T’s You Will CAMPAIGN
AT&T’s You Will campaign saw a series of TV commercials commencing with a ‘Have you…’question. And finishing with a ‘You will.’ statement. Here are 15 proposed innovations offered within their campaign:

1. Distance Learning
“Have you ever learned special things, from faraway places?” – the commercial depicted a student learning the history of jazz via video conference with his teacher.

2. Cart Checkout
“Have you ever checked out at the supermarket, a whole cart at a time?” – the commercial proposed that supermarkets could process the entire shopping cart without the shopper removing any of the items.

3. Telemedicine
“Have you ever put your heads together, when you’re not together?” – the commercial predicted remote medical consultations via video link

4. Intelligent Personal Assistants
“Have you ever had an assistant who lived in your computer?” – the commercial proposed the advent of the virtual assistant performing a list of tasks based on commands input into the computer.

5. Videoconferencing
“Have you ever shown up for a meeting in your bare feet?” – this commercial predicted the use of the computer to host meetings remotely.

6. GPS Navigation
“Have you ever crossed the country without stopping to ask directions?” – the commercial predicted in-car satellite navigation.

7. Portable & Remote Computing
“Have you ever sent a fax from the beach?” – proposing the ability to send commands remotely via WAN networks.

8. Smartwatches
“Have you ever gotten a phone call, on your wrist?” – this commercial offered a glimpse into the future of wearable tech.

9. Self-service Kiosks
“Have you ever renewed your drivers license at a cash machine?” – predicting the use of external terminals for computerised services.

10. Electronic Toll Collection
“Have you ever paid a toll without slowing down?” – this commercial proposed the ability to take electronic payments wirelessly.

11. Online Libraries
“Have you ever borrowed a book, thousands of miles away?” predicting the ability to access & read books remotely.

12. Video On Demand
“Have you ever watched the movie you wanted to, when you wanted to?” – this proposed the ability to gain personal & immediate access to your own selection of films.

13. Translation Tools
“Have you ever conducted business in a language you don’t understand?” – this predicted a combination of video conferencing, speech recognition and immediate translation services.

14. Home Automation
“Have you ever kept an eye on your home when you’re not at home?” – this commercial proposed the rise of home security and remote surveillance solutions.

15. Online Collaboration
“Have you ever studied with a classmate thousands of miles away?” – this commercial predicted the ability for two or more users sharing the same online resources at the same time.
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Design Inc is now part of the Moore-Wilson Group. Learn more about:
>> Digital marketing
>> Advertising
>> Our core services

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CROSS SELLING IS NOT UPSELLING
Cross-selling is selling additional, non-related products. For example, selling fries with a burger.
Upselling is selling an ‘improved’ version of the same product. For example, being sold a Large drink when you came in for Regular.
From a business strategy standpoint, both cross-selling and upselling have different impacts:

Whilst upselling is ideal for B2B marketing, it is rare for cross-selling to be used for B2B marketing – primarily due to the fact companies tend to retain their core services. However, this is not always the case.
Consider for example, the scenario where a business has undergone a merger or acquisition. This can present the business with new products & solutions that they were not offering to begin with. And where a company’s new services offer synergies to their existing services (which, to be fair, is often the case with a merger) the potential benefits to the existing customer are many.
Furthermore, mergers enable businesses to gain access to each other’s (loyal) audience, a much more streamlined approach than chasing after new, cold customers.

FIVE KEY STEPS TO BUILD A CROSS-SELLING STRATEGY
1. Understand your customers and their needs
The more you understand your customers and their requirements, their behaviours and preferences, the better placed you will be to know whether the cross-sell would be a good fit for them. Take a look at their account history, what services you have supplied to them. How has this changed over time.

2. Get familiar with the new services
The more knowledgeable and informed your client-facing team are about your new products & services, the better. More importantly, know how they further benefit the client when working alongside the original service.

3. Develop cross-selling techniques
For cross-selling to work best, the new product or service should complement the original item and should be easy to explain. The new solution does not need to work alongside the original but the benefits of ‘buying’ this service should be clear. Think about why the new products/services can specifically benefit your customer.

4. Identify opportunities
You’ll know there’s an opportunity to cross-sell when:
a) the customer shows an interest in the new product / service
b) you know there’s a needOf course, it does not do any harm to start planting the seed long before the opportunity should arise. Use marketing techniques to make the client aware of the other products / services.

5. Know the right time to cross-sell
The best time to approach the customer is when it makes sense to do so. However, as mentioned previously, cross-selling can be as subtle as advertising the new solutions within your day-to-day marketing (website, eShots, etc).

CROSS-SELLING MARKETING SOLUTIONS
All this leads us neatly back to Design Inc. In early 2023, the company underwent an acquisition by Moore-Wilson – a digital agency with a specialism in advanced web development, hosting solutions, search marketing and digital marketing campaigns. More recently, Moore-Wilson has acquired another company, this time a specialist e-commerce agency called Screen Pages
Because of this, all businesses in our group now offer many more services to our customers, helping us forge stronger relations with our clients and helping our clients reduce the time and cost they spend sourcing these other services. More importantly, with us providing specialisms in more marketing disciplines, we are even better placed to offer a more valued ‘joined-up marketing’ approach.

Ensuring our clients are aware of the additional services and the benefits they bring is just one part of our marketing. It has also been just as important to select the most appropriate time & platform from which to introduce them.

OUR CORE SERVICES
Design Inc is part of Moore-Wilson. Our core services now cover:
Design Services (creative design & artworking of all the following marketing assets):
Marketing Strategy (planning, positioning, research, PR)
Branding (brand naming & identity, packaging, guidelines)
Advertising (print, digital and OOH, direct mail, point of sale)
Literature (design & print of brochures, newsletters, magazines, business reports)
Digital Marketing (SEO, email marketing, social media, content marketing)
Web Services (web & app development, e-commerce, dedicated hosting solutions)
Experiential (exhibition stand design & build, presentations, video)

Whatever marketing services you require, we are here to help. We look forward to hearing from you.

The post “Do you want fries with that?” – the strategy of cross-selling appeared first on Design Inc.

Through effective identification of target audiences, the selection of appropriate social media platforms, crafting of engaging content for your social media campaigns as well as performance measurement tools, marketers can unlock the full potential of their marketing efforts.

To effectively leverage social media for B2B marketing, businesses need to implement proven strategies that align with their goals and target audience. Here are ten B2B social media strategies that can help businesses across all industries make the most of their social media presence:

1. Create Engaging Content
Producing high-quality content is key to capturing the attention of your target audience on social media platforms. This includes creative, eye-catching design, well-written articles, great product photos, etc. Anything that can highlight the value your brand brings to the table.

2. Utilise Facebook Groups
Facebook groups provide a valuable platform for businesses to connect with their target audience in a more intimate setting. By joining relevant industry-specific groups or creating your own, you can engage in meaningful conversations and establish yourself as an industry expert.

3. Leverage Employee Advocacy Programs
Encouraging employees to share company updates and content on their personal social media profiles can significantly amplify your reach. Employee advocacy programs foster a sense of authenticity and trust by showcasing real people who believe in your brand.

4. Embrace Video Content
Videos have become increasingly popular on social media platforms, making them an effective tool for capturing attention and conveying information quickly. Creating engaging videos about your products or sharing informative tutorials can help you stand out from competitors.

5. Optimise LinkedIn Presence
LinkedIn is a powerful platform for B2B networking and lead generation. Ensure that your company page is complete and up-to-date, regularly share industry insights, participate in relevant discussions, and connect with potential clients or partners.

6. Harness Twitter Chats
Twitter (X) chats provide an opportunity to join real-time conversations surrounding specific topics or hashtags related to your industry. Participating in these chats allows you to showcase expertise, build relationships with influencers, and gain exposure among relevant audiences.

7. Use Social Proof
Leverage social proof by sharing positive customer testimonials, case studies, and success stories. This helps build trust and credibility in your brand, encouraging potential customers to choose your products or services over competitors.

8. Engage with Industry Influencers
Identify influential figures within your industry and engage with them on social media platforms. By building relationships with these influencers, you can tap into their existing audience and gain valuable exposure for your brand.

9. Focus on Organic Reach
While paid advertising can be effective, organic reach should not be overlooked. By consistently posting valuable content, engaging with followers, and utilizing relevant hashtags, you can increase your visibility without relying solely on paid promotions.

10. Monitor Analytics and Adjust Strategies
Regularly analyse the performance of your social media efforts using platform-specific analytics tools. This data will provide insights into what is working well and what needs improvement, allowing you to adjust your strategies accordingly.

By implementing these ten proven B2B social media strategies across industries, businesses can effectively connect with their target audience, increase brand awareness, drive engagement, and generate leads. Remember that each strategy should be tailored to suit the unique needs of your business and its specific goals.

Design Inc specialise in social media campaigns. Our team have many years proven experience in the creation of social media strategy, targeting, design, content and analytics. If you would like to discuss the implementation of a social media plan for your business, please contact us now or submit the enquiry form and one of our social media specialists will be in touch with you.
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Design Inc is now part of the Moore-Wilson Group. Learn more about:
>> Digital marketing
>> Social media
>> Our core services

The post B2B Social Media Strategy: 10 Proven Tips for Success appeared first on Design Inc.

The Moore-Wilson group can now offer a full top-down digital brand strategy, KPI setting, planning and activation service for clients including ongoing corporate and marketing communications, content creation, campaign and event management and performance reporting.

According to Steve Wilson CEO of the Moore-Wilson group:
“Screen Pages have been on my radar for some time as a highly respected e-commerce specialist that could potentially dovetail very well with the Moore-Wilson structure. This year the timing seemed right and during exploratory conversations it quickly became clear that there were strong synergies in our approach and shared client requirements – as well as vitally, a cultural ‘fit’. We look forward to integrating the Screen Pages team and processes into the group ‘family’ and connecting the Moore-Wilson and Design Inc teams to realise the full ‘cross-pollination’ potential between all three of the group businesses.”

Sarah Willcocks, former owner of Screen Pages and now Head of E-commerce for the Moore-Wilson group:
“Since 1997, Screen Pages has carved out an enviable track record and reputation within the business to consumer and business to business e-commerce website sector. By early 2024 we were ready to take the next evolutionary step in joining a like-minded digital business whose resources and structure would underpin our core proposition and provide a sound platform of developer, project management, secure hosting and support for our clients. This move also now enables the senior client handling people within our team to focus on the bigger picture – strategy, planning, analytics and consultancy for our clients, secure in the knowledge that the day to day and continuity of the business-critical ecommerce services and support we provide are in extremely capable ‘safe hands.”
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For more information on the Moore-Wilson group please contact:
Steve Wilson – Moore-Wilson
Sarah Willcocks – Screen Pages
Dan Gilbert – Design Inc

The post E-commerce specialist, Screen Pages acquired by Moore-Wilson appeared first on Design Inc.

Technically, the online video platforms work by integrating the website via an API. And through this, it is possible to implement features such as event listings, registration forms, authentication as well as data synchronisation to ensure seamless integration and functionality. And, of course, this integration eliminates the need for users to navigate away from the website. 

Furthermore, integrating websites with GoToWebinar and Zoom can enable training companies and organisations to track participant engagement and gather valuable insights through analytics tools. For example, by analysing attendee behaviour, such as registration rates, attendance duration and interaction levels, organisers can refine their webinar strategies and improve future events.

Moore-Wilson were recently selected to rebuild the website and membership platform for 2020 Innovation, a forward-looking and innovative training company supporting accountants, tax professionals and book keepers. The organisation now supports over 1,000 member firms through an extensive training programme, including technical webinars, practice development guidance and business advice. In addition, they also run practice forums, roadshows and conferences, all designed to boost the success of their members. 
As the organisation offers many live and on-demand webinars, best in class CPD training and other online forums, they required a seamless integration with Zoom. A request, we were happy to deliver. You can read Moore-Wilson’s case study here.

Another example is leading law firm Stone King, a company particularly strong in offering clients advice and training within the Educational sector. They approached us looking to integrate a leading online course platform into their website. Their members can now access both free and paid-for training courses via their website.

Integration is the new standard for adding video platforms to your website because it’s better for everyone. Uploading is better for content managers, embedding is better for viewers, thus integrating gives both groups what they want. Should you wish to discuss your own requirements for integrating online video platforms into your own site, do not hesitate to contact us.

FOUR CORE BENEFITS FOR INTEGRATING ONLINE VIDEO PLATFORMS
1. Storage of online video recordings
Securely store, manage, and categorise your video content in a structured manner, making it easy to locate and access specific videos when required. 

2. Content security
Ensure confidential and sensitive information is protected with secure asset protection. Be able to manage with whom the information can be shared.

3. Analytics
You have the ability to directly track participant engagement and gather valuable insights through various analytics tools.

4. Brand consistency
Integrating online video platforms can give you more control over the user experience when viewing your video content. By customising the video player into your corporate brand style you can ensure a consistent brand experience across all online video interactions.
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Design Inc is now part of the Moore-Wilson Group. Learn more about:
>> Web services
>> Video
>> All core services

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