I find when reviewing online marketing strategies in student assignments or real-world live assignments that the different aspects of strategy often aren’t well integrated.
Although online marketing strategies are usually well structured into the SOSTAC® structure featured in our online marketing strategy template, the sections aren’t often well related. It’s not clear how each strategy is supporting a goal or the analysis on which its based.
A simple method of showing the integration … » Read full article
Many marketers are using or have tried Google AdWords, the auction style advertising platform that allows you to advertise on Google sponsored search and content networks, commonly known as pay per click (PPC).
This guide shares my experience of actively using Adwords as a small business owner who manages their own campaigns. I’ll run through the steps to review Adwords to improve traffic quantity and quality to give more conversions. … » Read full article
An introduction to on-page optimisation for SEO
Many of the posts or articles on Search Engine Optimisation (SEO) that you find on the web today will talk about emerging trends or the latest tools to manage this or analyze that, it can become too easy to lose sight of the core building blocks that help shape a successful online business.
Working closely with Dr. Dave Chaffey, we have created the first … » Read full article
One of our aims at Smart Insights is to make marketers aware of the many software tools that can be used to take advantage of the unique communications benefits of digital media.
Ultimately, these software tools should help customers too. Website personalization or behavioural targeting tools are an interesting class of tools since they can benefit both companies and customers, yet there are privacy concerns about how the data is collected is used.
This … » Read full article
Technologies get attention, yet they’re fleeting suggests Steve Rubel in this presentation for Edelmen PR. I couldn’t agree more – remember MySpace, bought by Murdoch 5 years ago for £330m. And, only yesterday Google Wave went belly-up.
Rubel notes that trends develop more slowly and are timeless, and for this reason it’s the trends that we need to take note of.
So many ‘new trends’ have been there all along, after all … » Read full article
Richard Pentin (of TMW) has done some sterling work by teaming up with the IAB Social Media Council to tackle the hottest digital marketing potato; measuring and benchmarking social media ROI. Well, more specifically measuring social media activity that in turn impacts ROI.
Despite the very serious sounding name of the IABSMC, we feel that this provides some great thinking that in a framework could well help us all to formalise a way … » Read full article
When I’m running a training course on digital strategy it’s always an interesting starting point to ask do you have a digital strategy? Of course, on a course, you would expect many attending not to have a specific digital strategy, but it still seems surprisingly commonplace.
Last week, in this post, I ran an informal poll to see how widely used formal digital strategies are. Well, the results are now in…
… » Read full article
