Our poll showed that many companies don’t yet have a digital marketing strategy:
But we believe that there are many reasons you need a digital marketing strategy.
Choose from a Quick Guide in our planning section for guidance on the main issues to think through when developing a digital marketing plan.
Affiliate marketing is still an essential digital media channel for many transactional Ecommerce sites for retailers, travel and financial services. Affiliate marketing is also a revenue model to consider for site owners, especially online publishers. Here’s the issues to think about it to manage it effectively.
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Traditional promotional techniques will only get today’s B2B marketer so far. Digital marketing techniques can support B2B marketing well since B2B relationships are rarely about an immediate one-off transaction. Rather it is about building reputation, demonstrating capability and showcasing credibility.
Content marketing is a vital method of engaging online audiences and using social sharing to reach new audiences too. Our content strategy guides and templates give you the tools to support this process.
Of all the areas of digital marketing we cover on Smart Insights, Customer engagement is arguably THE most important and THE most challenging for a brand. It’s crucial to repeat business, but with the choice available online difficult to achieve.
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Customer relationship management or CRM is a well established approach. Although some argue it’s impossible to achieve and customer managed relationships is more appropriate! Digital media provides new opportunities to tailor customer communications integrated with traditional channels. We also review this for our email marketing tactic.
In the beginning, the web was just flat text and images accessed through desktop computers. In this section we cover emerging technologies and innovation.
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Your digital strategy provides a foundation for all of your tactical marketing to engage customers across the lifecycle of Reach-Act-Convert-Engage summarised in our RACE digital marketing planning framework.
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Our content on Ecommerce focuses on techniques to increase sales of transactional Ecommerce sites including retail, travel and financial services.
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Some say Email marketing is dead. We’re sure there’s a lot of life in yet; it’s still a primary way of engaging customers and one of the most popular topics on Smart Insights.
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If you don’t know where you’re heading, you’ll never know when you get there or whether you’re on track. Setting the right goals for digital marketing isn’t so easy, but our RACE framework should help you select the right goals.
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Google Analytics is a fantastic tool, but to get the most from it and so get more commercial value from your Internet marketing needs careful setup. Our guides take you through the steps to customise it for your business.
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Managing digital marketing will often need new skills, new staff, new technologies and new processes for marketing. It’s a big change! We look at digital marketing governance the – best way to structure teams and update processes in larger organisation. If you’re a team of one you can ignore this section! The bigger the organisation, the bigger the challenge!
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A business is directionless without a marketing plan, so every business should have one. Creating digital marketing plans can be difficult for many working in digital marketing since there isn’t a solid marketing plan to base it on. So in this section our resources show how to create a marketing plan and examples of what it should contain.
Understanding your customers online is the first step to improving your results from online channels. Next, it’s benchmarking competitors and looking for partners to work with. We’ll show you how to audit your capabilities and identify the best commercial opportunities.
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Mobile marketing is massive already and forecast to exceed desktop Internet access in many developing countries. So every marketer needs to keep tabs on the opportunities of reaching their audiences via mobile and how to make their mobile sites and presences visible and accessible. To learn more take our free mobile marketing healthcheck
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We think Online PR is one of the most cost-effective marketing approaches for all types of business. But it’s difficult to get right since it is often managed by different people and there’s the overlap with SEO and social media marketing.
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The Internet and digital technologies give fantastic opportunities to engage companies with your brand in new ways.
Search Engine Optimisation (SEO) is arguably THE most cost-effective digital marketing technique, but also the most challenging to get right. Our SEO resources are aimed at marketers who need to ask the right questions to get better results from SEO whether they are working on SEO themselves or they have an in-house or agency SEO resource.
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Here is a selection of the most useful articles on SEO on Smart Insights followed by a listing of the most recent articles.
You may have heard of this! It’s transforming marketing, for the better most would say. We’ll help you navigate social media with a strategic approach sharing approaches from the leading commentators and companies.
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Most site owners want more traffic, that’s quality traffic of course. In this section we show how a planned approach can help you build traffic. We also cover how to increase the reach of your brand through publisher sites and social networks.
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The tools and techniques for creating a compelling user experience are constantly changing. With today’s websites and social networks offering interactivity and rich media we couldn’t have dreamt of a few years ago, there are great opportunities to produce an effective experience.
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Insight from Connect2013 – the marketing roadmap and exploiting data in the right way for your business In previous years, Dave Chaffey has spoken at the eCircle conferences, but this year was different since eCircle is now part of Teradata …..
Digital marketing strategy Read moreSigns that you need an integrated social media strategy… The CEO wants ‘a Facebook’, ‘a Twitter’ and ‘a blog’? The reason? Because they saw competitor becoming more active. Sound familiar? This request is perhaps less common than it was 5 years …..
Social media strategy Read moreDefinition, frameworks and best practice advice from Accenture and Altimeter analysts In October 2010 Accenture published a useful new guide to social CRM summarising the transformation required in organisations by the advent of Social CRM. This is useful addition to …..
Social CRM Read moreThe development of Facebook’s strategy including business and revenue model You use Facebook, but have you ever wondered about its business model and how it has evolved? In my E-business and E-commerce Management book we have reviewed the development of Facebook for over six …..
Facebook Marketing Read more40+ marketing and delivery channels marketers need to manage today The current focus on multichannel and omnichannel strategies, highlights the need to prioritise investment on the relevant channels for a company. It’s not practical for most to manage all channels …..
Multichannel (Omnichannel) strategies Read moreDifferentiation vs Amplification We shared Seth Godin’s Circles of Marketing blog post a couple of weeks ago, it captured our attention because of the simplicity of the message, the focus on the fundamentals, Seth’s always good at that. The marketing …..
Digital strategy development Read moreApplying SOSTAC® planning to digital marketing SOSTAC® is a 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 …..
Capability and performance review Read more
