The way a business gets noticed has changed beyond all recognition in the last twenty years.

In days of old, a great reputation, a prime street location, or a cracking TV ad could clinch new customers. Nowadays, a startling 41% of all online users buy products on the internet.

In Europe, the UK is the largest market for B2C e-commerce, with a turnover of 107 billion Euros in 2013, twice the amount of second ranked, France.

There is now so much competition in the online marketplace – with around 180,000,000 active websites in 2015 – new business is secured by far more than simply having an online presence.

Gone are the days when a website’s presence was grown using meta tags picked up by search engines, and Pay Per Click advertising, offered by Google. While social media platforms such as Facebook, Twitter, YouTube and more recently Pinterest and Instagram have also added to enhance a website’s visibility, a website must now fight to stand out using a much wider artillery of consumer-focused weapons.

Websites must be underpinned by digital marketing tools that simplify the customer experience, and embrace a typical user’s short attention span.  According to a study conducted by Weinreich, Obendorf, Herder and Meyer, a human’s average attention span is now only 8.25 seconds. Nearly four seconds less than in 2000, and shamefully 0.75 seconds shorter than a goldfish.

So how has the digital marketing landscape changed to accommodate the latest user habits and preferences, and win – as well as retain – new business in this hotly contested marketplace?

It comes down to putting together a complete digital marketing package, which consists of search engine optimisation (SEO), pay per click advertising (PPC), social media marketing, content marketing and email marketing, and professionally produced promotional videos.

A major factor is producing a video. Well-produced videos convey messages far more quickly and often with greater impact than text.

Seventy per cent of the top 100 websites on Google are using video to promote their services. Interestingly, only 28% of all the words on an average web page (consisting of 589 words) are actually read, according to the ‘Empirical Study of Web Use’. So while words can be great for positioning a company, they’re not necessarily going to hook in a new client.

“Within the first week of the i360’s video’s release, there were 22,000 views,” says Alex Kerr. “Videos make it easy to go viral. Done well, they’re instantly appealing, easily sharable using links via Facebook or Twitter, and get the message across before people switch off.”

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