Take the Opposite approach to Digital Transformation

“The one constant of change is that it’s always for someone else...except it's not.”

Today's customers demand to be recognized across every channel, whether online or offline. They don't care about which part of the company they are dealing with, to them, there's only one brand.  Yet, companies continue to give customers a disconnected experience, with sales, service and marketing each working to engage the audience on their own, without coordinating their efforts. It makes customers frustrated, disengaged and disloyal. In a 2013 research study by Oracle, 89% of customers said they had switched brands due to a bad customer experience.

The convergence of technology and behavior is only accelerating and the butterfly effect it causes is transformative and disruptive. Markets are shifting to such extent that they open the door to innovation with new products, services and ways of doing business becoming the norm as…

Use Hofacker's 5 states of information processing to understand how your web copy communicates with your intended audience

Professor Charles Hofacker originally created the 5 stages of information processing in his book ‘Internet Marketing’ originally published in 2000. It was intended to help marketers and advertisers consider how well their websites and adverts/promo panels communicated value to website visitors. The book explained how web browsers work (can you imagine reading an article on how Chrome or Firefox work today?) for an audience that was new to the Internet.

What are the 5 states of information processing?


Ensuring the web visitor is exposed to the website for long enough to absorb the content or the ad. Within online advertising today, this is measured and media traded based on the concept now known as “Viewability”


Physical factors such as movement and intensity that attract attention when visitors are on a website

Comprehension and perception

How well visitors understand…

New research shows the current use of digital channels for internal marketing communications

Digital transformation affects every area of business. Marketing has been completely transformed by it, as has sales, and to a lesser extent HR. Because it isn’t outward facing, internal comms has sometimes been slightly slower to take up these new trends than more outward-facing departments. Big changes have been made, and digital adoption is high. However, new research shows more needs to be done around measurement and strategy if internal comms is to make the most of digital.

A recent survey from Omobono asked 331 businesses ranging in size from 50 to 100,000 employees from the UK and USA about the affect of digital media on their internal comms.

Customers and Employees are important to all departments

Just as marketing no longer has complete ownership of the customer experience, nor does internal comms functions or departments have total control over communications…

5 Questions to help set, manage and review your content marketing effectiveness

As we accept that our consumers are learning about, and navigating through, more and more information about our brand, organisation, industries or topic areas as they research online, we're needing to deploy more sophisticated strategies in order we can earn attention, and importantly trust. This is what sits behind the drive of content marketing's rise to the forefront of the digital marketing agenda.

Content marketing is starting to mature, too. More and more reports, such as this from the Aberdeen Group, illustrate this, here too.

An easy start-point

Below is a simple matrix of ideas to help you set the KPIs or metrics based on what we've used on different projects. We're not saying "this is the way you must do it" or that you need to use all of these KPIs. Instead, we hope this is a useful framework…

Social media strategy and planning essentials series

This is part 6 of my Smart Insights 12 part social media series. In the last part we looked at the role of content in social media; in this blog, I discuss how social needs to work as part of your overall marketing plan, not in isolation.

The role of a marketing calendar

Most organisations have a marketing calendar that outlines the key campaigns for the year, typically broken down into monthly cycles. As with the content calendar, I discussed in the previous article, this helps define the big campaigns, the key messages, promotions, CTAs and the channels through which they will be delivered.

Social media needs to align with this calendar. Typically the most successful campaigns are executed across multiple channels simultaneously, promoting the same core message, albeit with a slightly different execution in each channel e.g. paid search campaigns typically use product and offer…

Our review of Twitter dashboard - the new web app that will let you schedule Tweets and review analytics all in one place

Importance: (For Small Businesses) Source: Twitter blog

This week Twitter announced the launch of its latest offering to help attract and retain small businesses yesterday. It's called Twitter dashboard and it's been designed to help smaller companies get more out of Twitter, by providing scheduling and analytics all in one package.

We hooked up our account took Twitter dashboard for a test drive so we could let you know if it was worth using for your business.

Our initial thoughts from evaluating it are:

It's cleanly…

Use the 6Cs of online customer motivation to help you structure your website's conversion funnel

The 6Cs of motivation is a recognised tool used in higher education and looks at ways to improve classroom motivation and student participation. In 2004 Dave Chaffey suggested the 6Cs of customer motivation in a world where the online offer was developing. The aim was that a model of customer motivation would help define the Online Value Proposition.

How should this model be used?

The 6Cs provide clarity when building or refining a website. You can use the template below to assess the benefits a website and online services offers online audiences, as well as those of your competitors.

What are the 6Cs?


‘Right content’ including more detailed product or service…

A ranking of the services larger businesses use for structured experiments to boost conversion

In our Essential Digital Marketing Tools infographic and guide we recommended the top 5 tools for AB and Multivariate testing in category 19 of 30. Our recommendations focused on the best value tools for small and mid-size businesses, but the popularity of the services will vary by company size.

This analysis by Datanyze shows number of websites using one of the services for AB and multivariate testing divided by the total number of websites using any of the technologies selected in the left column; websites limited to the largest 10,000 websites globally.


Optimizely is the clear sector leader, but this growth may have come at a cost since they recently announced they were laying off 10% of their workforce. They have increased their prices significantly, so this may be related if other companies have done as we…

2016. A Bot Odyssey

Bots are the marketing equivalent of drones, but a couple of years behind. A few years ago no one had heard of them and they didn't really work very well (except the sinister military sort), but now everyone and their mum seems to have a drone, and the media is a buzz with ways drones could transform different industries.

All the big movers and shakers in the industry are agreed that bots will be the next big thing (we've had content marketing, marketing automation, big data, now bots are the buzzword of choice). MIT technology review told us that the bots are coming back in April, whilst in the same month Facebook opened up its messenger platform for people to build Bots. The little chart of the left…

Reviewing marketing team structures as part of Digital transformation

The latest Smart Insights research study shows how common Digital Transformation projects or programme are today with 30% already having a programme up & running and 31% planning to within the next year.

Yet, digital transformation doesn’t occur overnight. There are a series of steps to go through to get there and the critical factor is the staff. Imagine a world where your Digital Working Party, Digital Group or Digital Collective is in place, they’ve had several meetings and agreed an action plan! What’s next? In this series of posts on digital transformation, I’ve looked at what it is, how to start, getting buy-in and catching up with the competition. In this final post, I take a look at options and examples of how you structure your digital team - see this Smart Insights Expert template for more examples of team structure looking at…

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