Digital advertising in theory sounds simple enough: Market your business online. Unfortunately, in reality it can prove very challenging. More often than not, when left to their own druthers, businesses large and small end up paying for ads that disappear into black holes. They choose keywords only their mother could love. They attempt to engage with their audience, but all they get in return is the sound of crickets. The end result is a lot of spend, not much business and little reward.
According to a Gartner study,1 companies spent 25 percent of their marketing budget in 2014 on digital outlets. Forecasts show that number increasing significantly in coming years. Companies that want to stay in business can’t throw away such a large amount of their advertising spend. To make their digital investment worthwhile, they need to find their core audience, which in turn means hitting the bullseye of a constantly moving target. With millions of sites and an infinite number of options for search engine marketing (SEM) and pay-per-click models, what’s a company to do?
This is where ResourceiT Consulting Ltd, a digital agency near London, England, comes in. ResourceiT works with enterprises as well as small- and medium-sized businesses in the technology sector, helping them grow and develop their online marketing with ideas that pop online, capture an audience’s attention and drive clicks.
Bing Ads levels the playing field with larger companies, which is exciting for our smaller partners.
— Director of Digital and Strategic Alliances Rebecca Little, ResourceiT
Director of Digital and Strategic Alliances Rebecca Little ResourceiT
If you’re looking for Don Draper on “Mad Men,” you’ve come to the wrong place. Those types of agencies develop big, splashy ideas that get passed off to the customer to run with and market. ResourceiT sees its ideas through, from beginning to end, generating measurable revenue and results.
In a typical customer scenario, a business reaches out to ResourceiT to drive demand for a particular product or service, develop a digital marketing program or support go-to-market strategies. ResourceiT dives in and evaluates the customer’s business priorities and budget. It then generates a pipeline of opportunities based on tangible measurements and evidence.
Rebecca Little, director of digital and strategic alliances at ResourceiT, calls what the company does "integrated marketing." “We get our clients to distribute a host of content across different outlets that can be pushed out onto the internet,” says Little. While direct marketing offers one-off pieces such as fliers that people recycle as fast as they come in the mail, integrated marketing comes at people from many different directions. “We want our audience to see things multiple times so that they resonate,” says Little. “It brings people back to our customer’s site again and again.” While the company at times delivers telesales and email marketing campaigns, its main strategy is employing digital advertising with solutions such as Bing Ads and Google AdWords.
If a company is already using Google AdWords, ResourceiT often recommends allocating some of that budget to Bing Ads. If a company is currently using neither, it recommends a secret sauce that combines both, or in certain instances, uses Bing Ads alone. The final recipe depends on what outcomes the customer needs to achieve success.
Bing Ads has proven fundamental to maintaining our competitive edge, realizing our vision and securing our future.
— Founder and Managing Director Julie Simpson, ResourceiT
To get its point across about Bing, ResourceiT has created clever campaigns such as "Making Bing Sing." “We wanted to demonstrate the value of using Bing with Google instead of just Google,” says Little. “So we encouraged companies to move 10 percent of their Google AdWords budget over to Bing.” The results were eye-opening:
1. McLellan, Laura, “CMO Spend 2015,” Gartner, Inc. November 2014.