How does the digital maturity of your business compare?
Although digital marketing cannot be called new with the advent of the web now over 25 years old, this new research from Adobe shows that relatively few companies have mastered digital marketing. Only 19% of North American organizations and 7% of European organizations rate their digital maturity as “Advanced” when reviewing processes, data integration and technical skills.
Digital maturity definitions from the research shown in the figure are.
Advanced: Data mostly integrated, best practices generally followed, automation common, strong technical skills
Focused: Data and processes somewhat integrated, automation common, solid and expanding technical skills
Emergent: Basic data integration, some automation, growing technical capacity
Nonexistent: Limited data in silos, no automation, low technical capacity
This pattern of a low-level of maturity is similar to that we…
Using capability maturity models to review effectiveness and set targets for digital transformation
This month we've been adding to our visual tools to help all members assess how well their businesses are adapting to using digital media and technology as part of Digital Transformation. You may have seen this visual for reviewing digital marketing, or one in a similar format for benchmarking your email marketing.
We have now collected these visuals together in a single download so that you can easily review them and print the most relevant for you.
[si_guide_block id="55897" title="Free member download – Digital Marketing Benchmarking Template" description="Score your business on this simple 5 point scale to identify techniques you can use to improve your digital marketing overall and for the core channels and techniques including SEO, Social Media, Email Marketing and Conversion Rate Optimization."/]
We hope you find these visual tools…
Discover your business's ability to Plan, Reach, Act, Convert and Engage
Applying the many digital channels and technologies to your business is no easy task. The industry moves fast, and there are a large number of different disciplines to master (we recently listed the top 20 digital marketing skills). Email marketing, SEO, Social Media Marketing, Conversion Rate Optimisation, the list goes on, and each one requires a very different set of skills and awareness of the success factors for different platforms.
Amongst the many different skills we need to master for digital marketing, it's easy to lose sight of the big picture of how a business is using digital marketing to compete. Our research shows that many businesses don't have a digital marketing plan, so knowing how to structure a plan can be difficult.
To help provide a structure for creating a strategy, when Smart Insights first launched, we developed this Excel digital strategy…
Guidelines and research on how businesses can create a digital strategy
So, you know the importance of digital marketing is increasing all the time and you’re actively using it, trying to integrate it with your other marketing activities. Where next? How high can you reach? How about aiming high? Your competitors may well be. Can you reach digital nirvana?!
In 2015 we have updated our 7 Steps to Digital Marketing infographic to share the latest research from businesses who contributed to our Digital Marketing 2015 research report.
We hope you find the infographic useful and it helps you a little on your journey to improvement or even enlightenment, one step at a time!
To help you take the first steps, the first part of the infographic links to these articles explaining key techniques to kickstart your digital marketing
SWOT analysis for the digital…
Benchmarking digital marketing capabilities for your business or your clients against these success factors
The contribution of digital marketing to your bottom line is dependent on whether you have the right capabilities in place, to manage all of the digital touchpoints. But which capabilities are important, which do you need to review? Last year, James Carson and Dave Chaffey identified these in our Managing Digital Transformation Guide for Expert members illustrated in the top-level capability review visual below.
By Digital Marketing Capabilities we are referring to reviewing 7 core capabilities which are strategic approach, performance improvement process, management buy-in, resourcing and structure, data and infrastructure, integrated customer communications and customer experience. You can see that the first four, A-D are around process and management for digital marketing with E-G focused on the tactics to reach and engage audiences.
How do businesses compare - how advanced…
5 things we can learn from the Santa brand
Now, if you’re looking for tips on marketing, the big man in red may not be the obvious place to start. But look behind the bushy beard and you’ll see an astute marketer who has some smart tips to share on making Christmas a roaring success
1. He plans ahead
Those toys don’t all appear by magic on Christmas Eve. When the reindeer are all back in their stable, on Christmas Day, he and the elves have a confab about what worked and what they could do better next year. Now for marketers in the real world, this conversation probably needs to happen in January when everyone’s back in the office, and there are some stats to review. But the principle is still the same.
2. He knows his target audience
Santa has a…
A matrix to help you review the tools, services and software that you use to manage digital marketing
As digital marketers we're certainly not short of tools to review and improve our marketing. There are many free tools available and certainly some that are worth paying for too.
A recent Redeye/Econsultancy report on Conversion Rate Optimisation contained useful charts for considering the use of marketing technology to impact on bottom line and resource intensiveness. I compiled some of these charts into a matrix to help show where the opportunities lie for marketers who are assessing technology expenditure:
As a digital strategist you can use this matrix to assess your current use of digital tools and plan new tools into your budget for future year(s).
From the report we can draw that conversion optimisation technology is underutilised by organisations yet has the biggest chance of improving…
Applying PR Smith's SOSTAC® planning to digital marketing
SOSTAC® is a marketing planning model, originally developed by PR Smith in the 1990s to help marketers develop marketing plans. Paul is my co-author on Emarketing Excellence, so when we created this book it was natural to work together to show how SOSTAC® can best be applied to planning for digital marketing.
This new infographic, that I've developed with Paul and the designers at First 10, summarises the key issues to consider at each stage when developing digital marketing plans [click infographic to expand]:
See our more detailed post where we introduce how to apply the SOSTAC® template to Digital Marketing.
You can also find out more about the SOSTAC® approach for marketing planning in this Ebook: The SOSTAC® Guide - to writing the perfect plan V1.1 by PR Smith.
The "5S's and KPI's" refer to the…
What does it take to win with E-Business?
We believe that the secret to growing E-Business results in your organization is to benchmark to find a better balance between enablers, readiness and performance.
Why are some organizations able to repeatedly deliver results while others struggle to keep up the pace (or never reach it)? We think that high performance E-Business organizations have several things in common but most notably, they are better at balancing E-Business enablers, readiness and performance while using benchmarking to identify improvement areas.
We've developed the E-Business Monitor for companies to benchmark where they are now and get actionable insights on where to improve.
Why other E-Business benchmarks fall short
The last decade has shown a tremendous growth of online channels. Now, organizations find themselves facing tough questions concerning the effectiveness of their E-Business (including digital marketing and E-commerce).
Key questions faced are:
Making analytics make a difference - our interview with David Sealey
How do you try to make use of your analytics? We all know that in theory web analytics tools give us fantastic insight to help us improve results for our digital marketing. In practice you need to know the right questions to ask and use the right reports and measures to find the answer. You also need to know the intuition to follow-up on a hunch.
Every marketer and every analyst will have their own unique style. As a consultant I'm always keen to learn how others tackle a problem so I can learn from their ideas. In this interview, David Sealey of Design and Analytics Agency Quba shares his approach on how to avoid "analysis paralysis".
Current marketing challenges for 2011
Question 1: What do you see as the current major challenges faced by marketers and how can analytics help?