About SMART Insights
SMART Insights = Digital Marketing Optimisation
In today’s marketing, a measured approach is essential to find out what works and what doesn’t, so our advice focuses on selecting the right SMART measures , the right software tools and best practice digital marketing approaches to improve performance.
Smart Insights is compiled by digital marketing expert Dave Chaffey with the help of other experienced digital marketers to help you succeed online through getting more value from your investments in digital marketing.
Our focus is on digital marketing strategy and actionable analytics through Google Analytics since this is used by over 70% of companies according to Econsultancy. But as you can see in our Emarketing Essentials Enewsletter we have lots of practical advice on the digital marketing tactics that matter most in delivering better results to most companies, i.e.
- Digital strategy and campaign planning
- Actionable analytics for site and campaign optimization
- Search Engine Marketing (SEO and Pay Per Click)
- Social media
- Persuasive site design
- Email marketing
To help you develop and refine your digital marketing strategy, we also give specific practical advice on the most important tactics like search, social, email marketing and conversion on your website.
Why is a measured approach to online marketing so challenging?
The Internet offers a fantastic opportunity to measure performance as web users click on your ads or follow scent-trails on your web site. But although online media have been called “the most measurable ever”, it’s not always easy – in fact, getting value from your metrics and analytics by applying them inside the company is one of the biggest challenges of online marketing.
There are big questions to answer involving People, Process, Technology as well as defining the right measures.
Source: Internet Marketing: Strategy, Implementation and Practice Book, 4th edition.
To be successful in marketing today, and especially digital marketing, a measured approach is essential. To get the most value from your investment in online marketing, it can be optimised through an approach of:
- Test
- Learn
- Refine
The blog also focuses on how you can use web analytics and techniques like AB and multivariate testing of landing pages to improve your campaign and website effectiveness.
What does SMART stand for – SMART definition
SMART is well-known to marketers and business managers as a way to define the best goals and strategies for success. It is a test to check you have meaningful goals which will help you drive results for the business.
SMART stands for goals or KPIs that are:
- Specific. Is the objective applied to measure real-world problems and opportunities and drive performance?
- Measurable. Can a quantitative or qualitative attribute be used as a measure?
- Actionable. Can the information be used to improve performance? If the objective doesn’t change behaviour in staff to help them improve performance, there is little point in it!
- Relevant. Can the information be applied to the specific problem faced by organisations?
- Time-related. Does the goal cover a period like month, quarter or year?
But the Wikipedia definition of SMART is helpful in showing that there are lots of alternatives including the SMARTER acryonym. Take your pick, build your own!
If you have any questions or comments on my blog, or would like to contribute a guest post, please contact us.
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