From SMART to SMARTER marketing objectives

When identifying specific marketing objectives to support your long-term goals, it is common practice to apply the widely used SMART mnemonic. You will know that SMART is used to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes. One of the main reasons that we called our site and service SMART Insights is because we wanted to help marketers succeed through using a more structured approach to planning to give more realistic targets they could be more confident of achieving. Using SMART objectives and then measuring them through properly customised analytics reports is a big part of how we hope to help too. With SMART objectives documented in Plans linking objectives to strategies and KPIs everyone is sure exactly what the target is, progress towards it can be quickly and regularly reviewed, for example…

Working with your HiPPO

Data / analytics can be both liberating and restrictive but the one thing it will always do and do well is ensure we remain commercially focused. I was at a clients HQ’s for the first time 2 weeks ago and this quote summarises my belief about business and why being commercially minded is fundamental to success: “We need freedom to shape our future; we need profit to remain free”. This quote is the one thing that can unite teams if understood and even help with the subject of my blog post. I spent a lot of my junior marketing days in data analysis tools like Omniture & Google helping to craft my story of how me / my team were performing and to show our contribution to the business, it rarely went as I expected in the early days, but I learnt and learned fast, here are 5 ways I found to help me that I…

One third of businesses are planning to introduce a Digital Transformation programme and one third already have

Our Digital Marketing 2015 research which Dave Chaffey presented this week at TFM&A (see summary report and slidedecks) revealed many challenges for how digital marketing is run in companies today. Problems included lack of focus on integrated strategy, testing and optimisation and structural issues like teams working in silos or lack of skills in integrated communications. To counter these types of problems and so make the most of the opportunities for growing a business though digital marketing, many businesses are now putting a digital transformation programme in place. The chart shows how many are active in transformation. You can see that over one quarter (30%) of businesses already have a transformation programme in place, with many businesses looking to launch their digital transformation programme imminently. A significant proportion…

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…

Barriers to adoption of Marketing Automation and how overcome them

In research TFM&A (2014) identified that there were 5 main benefits to marketing automation: personalisation, campaign management, triggered emails, control and insight.   But with such clear benefits why are more organisations not adopting the tools that can lead to greater business success? In this blog I’ll be explaining the key barriers to adoption of marketing automation and give an action plan for marketers who want to persuade their organisations to adopt an automated approach.

Who are the non-adopters?

The barriers to adoption of marketing automation vary greatly depending on the type of company, their needs and their previous investments. In  research carried out by CommsBox we identified 4 key types of non-adopter. Although by no means exclusive, they give an in-depth insight into the difficulties that companies face when making major investments in change. You might recognise elements of your own organisation here: Trailing…

LinkedIn launches Lead Accelerator for funnel nurturing

Importance: [rating=4] (For B2B Marketers looking to attract nurture leads through the sales funnel) Recommended link: LinkedIn Launches new Lead Accelerator LinkedIn are positioning this new programme as a way for marketers reaching business (B2B) audiences to attract quality visitors, to nurture them through the sales funnel, via targeted display and social ads across the web and LinkedIn. It appears targeting is based on your visitors profile and what they're doing on your website (like retargeting), so the advert is relevant within the buying cycle and to the online behaviour of your visitor.  

What Marketers need to know about Lead Accelerator?

1. It's available to subscribe to via a LinkedIn Sales person, on an annual or quarterly subscription. 2. Available only if you have a minimum of 20,000…

Exploring the difference between Omnichannel and Multichannel and the implications for designing effective User Experiences

We've all been hearing and reading quite a bit about Omnichannel Marketing of late. It’s great that companies and brands are embracing the ethos behind the term to make their products and services more connected, open and oriented towards the individual. For this reason I feel it must then share and indeed integrate with many aspects of user experience online. This article aims to summarise my thoughts on how UX approaches and the principles of UX contribute to effective omnichannel Marketing.

What is Omnichannel Marketing?

Okay, so we have to say Omnichannel is simply buzzword or phrase to describe something not new in real terms along with the related but similar multichannel marketing term. Omnichannel marketing is as a strategic marketing activity helps to define the marketing decisions that are driven by the choices that consumers have in how they engage a brand. It…

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…

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.…
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