Northampton is Top for Digital Influence

Northampton is topping the national charts for Digital Influence, placed at 44 out of 1300 UK towns and cities. The #WDYT Digital Influence Index takes into account audience size, message volume and engagement that occur across social media networks in the town.

Kettering also ranks highly in the #WDYT Digital Influence Index at 125th. This looks set to rise as Kettering Borough Council bring business owners and town centre stakeholders together on 13 September for a conference to think about issues facing the town, including marketing and communications.

Both Brackley and Towcester feature at the bottom of the table showing real potential to further embrace Social Media and increase footfall in their towns.

Being active on Social Media helps businesses appear more relevant to their customers and create a ‘buzz’ around their location. It is predicted that by 2020, 80% of retail purchases will still occur offline but close to 50% of these sales will be influenced by a digital interaction prior to purchase. When retailers in a town work together to improve digital activity, the results can be staggering.

A recent #WDYT pilot project in towns outside Northamptonshire revealed a clear link between increased digital activity and increased footfall. One town, Stafford has seen an increase in footfall of 22% since beginning their campaign in March 2017, along with an extra 76 businesses active on Social Media. #WDYT encourages retailers to take a photograph of one of their products every day and share it on Social Media.


Compiled by Maybe* for the #WDYT campaign
Town Digital Influence Index Rank
Northampton 44
Kettering 125
Corby 174
         Wellingborough 246
Rushden 496
Daventry 589
Brackley 615
Towcester 702

Polly Bamfield OBE, CEO and founder of Maybe which compiled the Index, said ‘With the increasing culture of online shopping, reviews and research, retail is now a 24/7 experience. Social media influences 74% of purchase decisions. Embracing these channels can reap significant benefits for both individual retailers and their combined towns and cities’

Maybe* heads up a collaborative group of businesses working on #WDYT (What Do You Think), a campaign which helps retailers increase their use of social media and digital channels to drive local footfall.

Fill in the form below to find out where your town ranks and how you can get involved…

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