Digital marketing is essential in today's hi-tech world. With both competitors and potential customers online 24/7, making digital marketing work for you is the best way to get ahead and stay ahead. It’s about connecting people and telling stories with a purpose. In some respects it’s a sales channel, but it can also simply increase efficiency or allow you to communicate more effectively. Digital Marketing is different for every business. What does digital marketing mean to your business? Have you got a digital marketing strategy?
90% of users prefer to be kept up to date through email marketing; 55% of travel brands generate direct bookings from social media; and 45% of travel-related online traffic comes from mobile devices - and that’s just scratching the surface! Social media, YouTube, mobile marketing, content marketing and paid search marketing are just a few of the many digital marketing tools out there, but one of the biggest mistakes that many businesses make is trying to do it all. The choices are overwhelming, so how do you decide which digital marketing channels will reach your customers most effectively?
In this webinar we will hear how our speakers decided which digital marketing tools worked for them, why they focus their time on certain areas rather than others and the results they have achieved. A session not to be missed!
Freda Newton, Jacobite Cruises
Freda Newton has been owner and managing director of multiple award-winning cruise and tour company Jacobite – Experience Loch Ness since 2002.
Her transformation of the company has been rewarded with a VisitScotland five star quality award and an increase in customers from 38,000 a year to more than 170,000. Jacobite has won numerous awards for excellence on a national stage including Quality Scotland Best Small Business and two VisitScotland Thistle Awards, including one for customer service.
On a personal level, Freda was honoured to receive the Highland Tourism Ambassador award and the Scottish Council for Development and Industry (SCDI) Award for Excellence in Entrepreneurship, and more recently has been shortlisted for the Business Leader of the Year award at the Highland Business Awards.
Her interest in the digital market stems from both a customer care perspective and a desire to enhance the bottom line. Jacobite is active on various digital platforms, but making sure they know which are working well and keeping up with the fast-changing digital marketplace are also key.
Laura Bruce, Bruce PR
Laura is an expert in business communications, with more than 20 years’ experience across two continents and four countries.
She is the founder of Bruce Public Relations Ltd. in Inverness and works with clients across the Highlands and Europe. As PR has extended beyond traditional media into the digital sphere, Laura has guided her clients to maximise their exposure across a range of digital platforms.
Bruce Public Relations provides public relations counsel including social media strategy, content development, reputation management, marketing and crisis communications services.
A multi-award-winning speaker, Laura enjoys sharing her insights with business groups, and is writing a book on leadership. She is the host of “Desert Highland Discs”, a weekly interview programme on North Highland Radio, and she writes a regular column on business skills for Executive magazine.
Originally from Canada, Laura is a member of the Association of Scottish Businesswomen, the Highland Business Women's Club, and Toastmasters International. She is a volunteer mentor with the Scottish Chambers of Commerce and also with the Cranfield Trust.