In our ongoing series of getting to know the team behind Motion Marketing, we’re shining the spotlight on our Lead Digital Specialist, Chloe Bunce. With a blend of skills in website development and digital marketing strategies, we delve into Chloe’s favourite aspects of the job, which digital activity she believes is the most underrated, 2024 digital marketing trends, what marketing tech is worth investing in and more.
What type of digital marketing activity is the most underrated in your opinion?
The power of a good search engine optimisation strategy can be often overlooked. Most of the time this is simply because businesses have not yet experienced the level of lead generation a good SEO strategy can deliver. Search engine optimisation is one of the most sustainable and long-term lead generation sources and whilst it can take some time to optimise for maximum success, once achieved, it can significantly help business growth.
Brand awareness and the exposure of business offerings is another aspect of SEO I feel is underrated. With traditional offline channels like event marketing, you are aware of the number of participants in a room, engaging with your brand. Unless you dive into the website stats each month, it can be easy to forget the opportunity to reach a much larger, global audience through your online presence. SEO not only helps drive traffic to your website but also enhances your brand’s visibility on a platform that is accessible 24/7 by anyone, anywhere in the world.
What new digital marketing trends are you most excited about in 2024?
Artificial Intelligence (AI) will continue to evolve and impact all areas of marketing in 2024. I’m eager to continue using and learning about this technology, not only from a user perspective (improving general efficiency, data analysis and customer insights etc.), but also from a strategic perspective. AI is already changing what customers require during the stages of a buyer journey, for example, we are already seeing a rise in the need for authentic and relatable content with storytelling at its heart to form those all-important connections with their audience.
AI will also enable other trends in digital marketing. Deeper data analysis and customer insight from AI will help deliver hyper-personalisation for tailored experiences, content and recommendations to individual customer needs. 2024 will be all about catering to the demands of the target audience. We are also monitoring the rise of social media being used as a search engine – making social media optimisation an even more important aspect of a digital marketing strategy.
What marketing tech is worth investing in?
The importance of investing in marketing technology that leverages automation and data analysis cannot be overstated.
One key area is Predictive Analytics. The use of predictive analytics in marketing is on the rise. This involves using data, statistical algorithms, and machine-learning techniques to identify future probabilities and trends. Predictive analytics can provide valuable insights into customer behaviour, helping businesses to anticipate future actions and tailor their marketing strategies accordingly.
Another important area is AI-Powered Marketing Automation. AI is increasingly being used to automate marketing tasks, allowing for more efficient campaign management and the ability to deliver more personalised content. This includes everything from automated email sends to social media posts. The use of AI in marketing automation not only increases efficiency but also allows for a more personalised approach to reaching customers.
You’re an expert in all things digital marketing, but which element of your job is your favourite?
I feel fortunate to be able to incorporate my two primary skills – website development and strategic digital marketing – into my Lead Digital role at Motion. If I had to choose, I would say that client website enhancements is the area where I can combine both of these skills most effectively.
The process allows me to have a 360-degree view of what it takes to create a successful website. From the planning process where the digital team can research what the target audience needs, investigate keywords and devise the perfect user journey. This then transitions into the development phase where I can bring the designs our experienced creative team deliver to life with a functional site.
But the website journey doesn’t end there! The data analyst side of the digital role allows me to continue monitoring and measuring how successful the site has been. This continuous cycle of planning, executing and reviewing is what makes this aspect of my role my favourite. It’s a dynamic process that combines creativity, technical skills and data-driven decision-making.
What’s your top digital marketing tip for B2B companies?
My top digital marketing tip for B2B companies is to ensure consistency between channels and touchpoints. Customers interact with your brand across multiple platforms – your website, social media, email newsletters, and more. It’s crucial that your messaging and branding are consistent across all these channels to provide a seamless customer experience.
Another key point is lead generation. If you’re not actively generating leads from your website, it’s time to ask the question ‘Why not?’ Your website is often the first point of contact potential customers have with your business, so it’s essential to optimise it for lead generation.
Lastly, it’s important to remember that while digital campaigns can generate a lot of data, the key is to continuously analyse the results and question the weak points of your digital strategy. Data analysis isn’t just about collecting data, but about making sense of it. Use this data to identify what’s working, what’s not, and where you can improve. Remember, digital marketing is a dynamic field, and strategies should be regularly reviewed and updated based on data-driven insights. This continuous cycle of analysis and improvement is what makes digital marketing so powerful.
If you’re interested in learning more about the Motion team, please read our other blogs in this series where we meet Rob Cullum (Lead Consultant), Claire Randall (Senior Consultant), Angela Greaves (Content Writer) and Matt White (Lead Creative).