All posts by Expert commentator

This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.

An example of using Audience Insights and Ad Manager to reach your target audience

If you’re a digital marketer there is a high chance that over the last year you have noticed the increased relevance of content as the key factor to a successful content strategy. Algorithm changes at Google have become more reader focused meaning that good quality content is now priority number one. The most difficult part of distributing content is pretty much down to the fact you are posting it online. With over 3 billion active Internet users in the world and counting meaning that the net is becoming an increasingly difficult place to get noticed. Social, and particularly Facebook, has always been a great way to publish your content to people who care about your brand. No need to worry right? We’ve got a huge Facebook page with 500,000 likes so plenty of people in our audience will see this…

Real-world examples of techniques to boost sales for a startup

NeuroOn gets an attractive sales pitch.

Welcome to Round 4 of Smart Insights' Marketing Fight Club, where you get 2 different expert opinions on the simplest way to boost sales for a real startup. Watch the video below to get simple tweaks that you can apply to your business today to improve your value message and increase conversions. After you watch the video don't forget to vote for the winner of this round in the comments below, and share your thoughts on the strategies discussed. We'd love to hear your feedback!

Stepping into the ring today we have...

Aaron Ross - Author of Predictable Revenue vs Pete Z - Email sales specialist at magnett.co Aaron and I go head-to-head in this episode to boost sales for NeuroOn? a sleeping mask that measures and affects your quality…

An interview with Bill Gerth plus a review of social media management tools

When we think of social media, we often imagine a Social Media Manager or Community Manager simply posting marketing content and engaging with their community. However, our guide based on 22 end-user reviews and ratings across 23 different social media management software products shows many more applications. The table below shows how we’ve identified 3 key ways enterprises are leveraging social media: Social Customer Care, Social Listening and Social Media Marketing.  Most companies fit more than one use case. For example, some companies that manage a social customer care program use a second tool that specializes in social listening along with a customer care tool that provides engagement capabilities. …

A review of essential features for newsletter software

Despite the flourishing technical capabilities of email marketing programs, a huge percentage of email marketers send emails and newsletters without making the most of the services on offer, thereby writing off a lot of potential. Whether it be a poor delivery rate, inconsistent newsletter display or insufficient tracking facilities, there is usually room for improvement. But how do we know which features are the most important? These 10 features are not 'rocket science', nor do they require any specialist knowledge. But they are fundamentally important if your email newsletter campaign is to be successful. They should help you to differentiate between newsletter marketing providers, whether you are setting out or reviewing your current provider. Software certifications A customisable sender address Content personalisation facilities Recipient grouping and segmentation Duplicate dispatch control Automated lifecycle emails Consistent display on mobile devices Consistent display in all web and email clients Comprehensive tracking options A/B tests: establish the best…

Keeping digital skills relevant in an agency

If you think life is a continuous learning experience, then consider working in a digital marketing agency as a microcosm of this experience. Flux, evolution and transformation are a constant theme. Digital marketers have to keep up to date with the latest technology, upskill on a regular basis and deliver results in an increasingly competitive market. I have experienced these challenges and in this post, I would like to share my experience of over five years working in digital marketing and SEO agencies. My goal is to give some tangible advice that can help you keep ahead of the flux and be more successful as marketers. Of course, flux is not restricted to agencies! So the advice can be applied to both agency and in-house marketers. Let’s get started.

1. Project Management and Organisation

Project management is one of the…

Are you using these quick wins for social media?

A lot of businesses are now aware of the importance of building a community when it comes to social media marketing. Because of this, marketers are using more sophisticated strategies to maximize the use of online tools to initiate engagement and interaction with their customers. But not all are reaching the results that they want in terms of exposure or traffic. If you’re still looking for more effective ways to use social media to your advantage, you need to use advanced techniques in reinforcing your marketing message. If you find your results underwhelming and you still don’t know what to do next in creating online presence, here are some of the advanced strategies you can use for your social media marketing efforts.

1. Find out the type of content that’s popular with your competitor’s audience.

It’s no secret that marketers monitor each other’s websites to…

12 key issues you must consider for Mobile SEO

Mobile SEO refers to the search engine optimization of websites combined with flawless viewing on mobile devices, such as smartphones and tablets. Thanks to the increasing boom of portable devices, webmasters should be highly concerned with their mobile SEO plan. After all, more than 50% of Internet users now report surfing websites through their mobile devices daily. Google is already favouring mobile friendly sites. Based on my experience of different mobile SEO projects,  I have created this detailed guide on mobile SEO. I hope it will help newcomers to mobile SEO missing some of the key issues. Below I will spend time offering my recommendations to boost your understanding on how to properly optimize your website for optimal user experiences across all mobile devices. First and foremost, according to Google mobile websites typically run on one out of three different configurations: 1. Responsive Web Design 2.…

Research gives benchmark of most successful acquisition channels for retail

All retailers should be aware of Custora's Ecommerce Pulse as a benchmarking source.  It offers 'real-time' stats on US Ecommerce metrics updated monthly. Data is derived from over 100 million anonymized shoppers using Custora's predictive analytics platform which tracks $40Billion in e-commerce revenue, and 100+ online retailers. It gives data on device popularity, average order and most useful for benchmarking - the most effective acquisition channels indicated by channels driving orders on last click. Reports can also be downloaded highlighting the latest trends. For example, the most recent notes that:

'Organic search still leads as the largest channel for online customer acquisition. But as more retailers move towards a 'free-to-paid' subscriber model and rely on third parties to help drive visitors to their sites, email and affiliate channels have…

5 areas to invest in, to improve your online audience engagement

Never in the history of marketing have methods changed so rapidly; the fluid nature of the Internet requires constant innovation and flexibility. While 2015 will bring plenty of changes in the coming months, there are a number of things you can do now to maximize your success using some available tools.

Tip 1: Invest in 'Contextual Marketing'

OutMarket CEO, You Mon Tsang, believes 'contextual marketing' is the key to Internet marketing success this year. In other words, you should be pursuing data-driven marketing that leverages the information you’re able to gather from your customers. He claims this will allow you to 'deliver personalized and relevant content at the right place, at the right time.' The question is, how do you accurately gather that information? Depending on the tools you have available, it might be as simple as tracking social…

A tool for evaluating the customer decision journey

Today the consumer is like a bird, flying from branch to branch, collecting evidence each time they [sic] land[s]. Or maybe like 'a hawk surveying the scene and then swooping when the time (and price) is right.' (Dave Chaffey’s comment at the bottom of Danyl Bosomworth’s post) There is no doubt that the consumer decision journey is still evolving as people adapt to ever changing technologies, and the corresponding online information sources for decision-making that are available... 'The average number of information sources used by shoppers doubled from 2010 to 2011', Professor David Bell. This new approach to a decision journey attempts to highlight the complex and non-linear paths that people can take when discovering and purchasing products or services. It's not a linear process any longer, so important to note when interpreting the journey, that a person can start at any…
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