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A marketing strategy will help you identify your best customers, understand their needs and implement the most effective marketing methods.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Direct marketing can be a highly successful way to generate sales from existing and new customers. Find out how to target them in the best way.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.


Favourable media coverage can bring a range of business benefits. But how do you attract the attention of editors, broadcasters and journalists?

Traditional ads reign supreme for UK consumers

21 July 2020

TV advertising is still the biggest influencer of UK buying decisions, ahead of celebrity endorsements and online video ads.

A study of 2,000 British adults, commissioned by Adzooma, has found that 56% are still more likely to buy something as a result of seeing a TV advert than any other type of marketing.

Almost two-thirds (65%) of shoppers said advertising works to encourage people to make a purchase, with a fifth of shoppers confessing they are more likely to buy a product if they've seen an advert for it multiple times.

The influence of online advertising is significant, however, with 26% of shoppers saying they decided to buy a product after seeing it featured within a sponsored social media post.

In addition, 61% of those polled said they were "grateful" for retargeted online ads that appear after browsing for specific products because they reminded them to purchase something they might have forgotten about.

More than a third of people said that they buy more things online than in-store; just a quarter say they do more of their shopping in-person. The average Brit is spending nearly three additional hours online each week since lockdown, browsing or online shopping.

The survey also analysed how long people take to make buying decisions and found that 63% confessed to making impulse purchases when surfing the internet; 62% said they spend online when they're bored.

Rob Wass, co-founder and ceo of Adzooma, said: "It's interesting to see how traditional advertising still plays such a big role, as well as the rise of online activity. Brits are still making a buying decision from things like social media ads and website advertising, and it just shows that this is a marketing tool which still needs to be perfected and optimised."

He added: "The last few months have also caused more businesses to seek help with their digital marketing and according to our research there was a 13% upsurge in people spending more money on online business services. We took the decision to open up our Adzooma platform for free indefinitely this month to help support businesses with their online marketing endeavours."

Written by Rachel Miller.

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