53 digital marketing tools you must master.

I saw the headline ” 53 digital marketing tools you must master ” on a blog post this week, I guess it was published at the turn of the year, you can find it here if you want to plough through it. Although you may want to watch the video first.

My thoughts were what the xxxx is that about. The full story is in the video, but reality check here could you master 53 digital marketing tools, that many, would you use all of them?


Who needs 53 digital marketing tools, here are my 5

53 digital marketing tools you must master.

The point is as a business owner you do not have the time to do this stuff, you have a business to run. For what it is worth in my opinion there are five tools that every business owner should have at least a working knowledge, if not some degree of mastery.




In the video I suggest five tools are all it takes to make a difference.

Google Analytics.  You need to understand the basics and the important data that makes the difference.

Google Adwords. The tool that changed the face of digital marketing. It gives every business owner the power to find customers. Yes, it has become more difficult to use and it does cost more but that is because it works. (Yes we do offer adwords support if you rather leave it to others)

Social Media. A business owner needs a working knowledge of social media, that does not mean being on every channel. It does mean have the knowledge of who your customers are and on what platform you will find them.

Copy Writing: This is the ability to write in a compelling style, a style the encourages your customers to engage with your website and your social media.

Photography and picture editing.  Every phone is equipped with a fantastic camera, the ability to do simple image edits like improve the colour, change the size or reduce the resolution.will see you right. Simple editing tools are available from your phone app store and there are online resources that will teach and serve.

So there you have it there is no need for 53 digital marketing tools you must master when five will do. But this does bring us on to another point.

Are you making the best of your digital marketing

It has been interesting to witness the development of digital marketing. I have been in the marketing industry since the telex machine, (See here ) experienced direct mail and witnessed the madness that was fax sales letters. The point is there have been many channels of sales communication and digital marketing is the latest derivation.

What makes this so revolutionary is the reach and access. Large companies, the multinationals have always been able to buy access to the market through branding and commercial TV. But never before in human history has this level of access been available to even the smallest business.

What makes it so unique is the level of targeting that is now available. In the past to reach a target market a company would select advertising based on the percentage of possible targets within the catchment of the programme of newspaper circulation.

With digital techniques, you just advertise to the people that you need to, what could be better than that?

A digital strategy that works for you.

At market that we specialise in developing your digital strategy. Yes, you do a bit of social media or place a few ads but what is it that holds it all together. Are you working towards a top line plan? To hear more about this check out the video below. I can write this it will be better if I explain it to you.

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How to be everywhere and the importants of advert frequency

How to be everywhere

This post is about how to be everywhere and advert frequency. It is the story of how to get your brand in front of your customers all the time. You and your business everywhere.

The point is people buy from people and organisations they know and recognised. Your business needs to be seen by the people that find you relevant and want or need your products, solution or services.

The question we get asked by clients is.

“What will work for my business?”

If you want a quick answer and a solution and tips on how to be everywhere, then go to the bottom of the page. If you want some background on advertising and how it has changed, then read on.

The world of Advertising and what has changed

Over the last 20 years, advertising has seen a radical shift, opportunities have grown exponentially, but consumer behaviours have also changed. During an average day, we experience many hundreds of adverts, so how aware are you and more importantly how many adverts do you consciously notice?

The advertising continuum is the medium of possible advertising platforms and channels.  We experience the full range of advertising every day when driving or travelling on public transport. Listening to the radio, watching TV, on the phone,  letters and post,  newspapers, mobile apps, internet searching and social media. Clearly, there are more opportunities for promotion and advertising than there has ever been.

Advert Frequency
Source. www.mediadynamicsinc.com/product/americas-media-usage-ad-exposure-1945-2014/E1a68cfe34e9e1a/

Has it worked do we see more adverts?

The growth in advertising platforms has created much debated, leading to extensive research. Some marketers claim that advert exposure has risen from a few hundred in the 1940s to thousands per day.

While the platforms and range have grown, it turns out that we have become more skilled at tuning then out or turning them off.  Yes, I do fast forward the adverts when watching a recording. For my parents, the TV ads used to be a signal to put the kettle on and make a cup of tea.


What did the growth in advertising platforms achieve?

The table above is from a study by Media Dynamics, Inc. It shows the growth in media, the relative exposure and more importantly the noted adverts.

It is beginning to look like growth in adverting has developed an industry but not changed the market. We are exposed to a lot more advertising, but we do not consciously see it.

What has changed with the new platforms is the ability to identify the target and find matching markets and customers.

Why Advert Frequency and Consumption.

There are two forms of advertising direct enquiry and search or interrupt. Direct would have been the yellow pages, but now more likely to be a Google search.

An interrupt is advertising that appears while you are doing something else, this type of promotion makes up the majority of the advertising we see. Because you are interrupting an activity, it will require repetition and be attractive enough to draw attention, to seen by the target group.

It is the repeat that brings familiarity and builds brand awareness

The Power of Repetition and Ad frequency

how to be everywhere Those old 60s and 70s ads for soap powder where the brand name was repeated by the actor again and again. Dreadful but effective.

Now here are the stats,  back in the day that repetition was enough to cause a shift in brand recognition and market share. Consumers only needed to see an advert 5 to 6 times to have an effect.

At the time the advertising continuum was relatively small just, Radio, TV and paper/billboards  It was easy to map consumer activity between these platforms.

In the 21 century, the continuum has grown with a range of platforms, and the big factor is that everything is now dwarfed by digital, on mobile phones, tablets, in-app purchases, games consoles, etc.

What this means is that whereas once 5 to 6 contact points were needed to get consumer awareness, it is now over 20 points of contact.

What works and how be seen 20 plus times?

Be everywhere is possible because with the tools and channels you can appear to be everywhere. With a modest budget and lots of time, you can be on Facebook, Instagram, Youtube,  Twitter and appear all over the web.

Social is not the answer

The question is, do you need to be?

NO! This is not about spreading yourself or your business across multiple channels.

The secret to how to be everywhere is simple; you just have to appear to be everywhere to the right people.

Below is a video, checklist and action points for you to implement this in your business.

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The secret of how to be everywhere

Here is the checklist for how to be everywhere

1 Jump in simple and immediate:

Use the local targeting and display advertising on google or facebook. With accurate targeting, display advertising is a cost-effective tool, and your brand is seen regardless of the customer clicking the advert. Used well and directed to relevant pages it will build reputation leading to the sale.

2  The Power of Retargeting

Both Facebook and Google offer retargeting / remarketing systems. This is the real secret for how to be everywhere. Using some code on your website it allows you to reconnect with people that visited your site. Even for a few moments. This process can be tailored to connect with all or your visitors or just those that stayed for a given moment or visited particular pages. We have all experienced pair of shoes or the new must-have gadget showing up in our web browsing. That is bad remarketing done well it will support your brand and business goals.

For help with this process get it touch here  or use the action list below to do it yourself,

Action Points 

1 Check you have Google Analytics on your website.

2 Sign up for a Google AdWords account, (Ask us we may have some Free advertising vouchers) and note the ten digit number. Make sure you have a web page on your site with cookies and privacy policy.  It is a requirement when using these tools.

3 Back inside analytics under admin/ property/ product linking. Connect your AdWords and Analytics together, That Ten Digit number.

4 Still, inside Google analytics go to admin/ property/audience definitions and create the relevant groups for.  All visitors,  Last seven days or page sequence. Many options.

5 Login into Facebook and set up an advertising account, In the account, management area looks for the pixel and get that code applied to your website.

6 Start a locally targeted ad campaign in Google using three adverts to one landing page on the Display network only.  You are starting to build your audience. The budget will be dependent on your market, £5.00/ day is a good start, and a max CPC of 50p.

7 After a month you will have an audience and can start to use retargeting to keep talking to your web visitors. From their perspective, you will be everywhere.

Good Luck this is just the start of a great opportunity.

For help with this process get it touch here 






Why is my advertising not working and how to fix it

My advertising is not working

It’s always quite interesting when this question comes up because the answer invariably is not easy.  When a business is spending resources on advertising and not seeing results, they need to ask questions. 

However the problem often goes back beyond the advert, is the product or service being advertised something that is wanted or needed?

When looking to create any form of advertising the first point of action is who wants the product and is there a need or desire for the product in the target audience of your advert.

Quite simply the reason that advertising is not working is that general advertising to a general audience is likely to get general results.

The video below is a short review of the processes around advertising.

Remember digital marketing means measurable, targeted and trackable advertising.

Book a strategy call and let’s see what is possible for your business.