Traffic building strategy

Covering the 6 core components of a marketing campaign We’ve created this new template to help marketers plan a campaign if they are managing it themeselves in a small business or are briefing colleagues and agencies in a larger business. Agencies may find it useful for reviewing their campaign processes. We also hope it will help

Your options for visualising and better understanding the combination of media that assist sale across multiple touchpoints on the “path to purchase” Back in 2008 I did an interview with Gary Angel, an analytics consultant at Semphonic, where I asked him about attribution approaches.  What he said two years on is still equally relevant: Attribution remains a

I’ve always believed that the most engaging, most effective blogs for marketing are not CEO blogs, rather they use guest bloggers; either different employees, or better still, customers. The award winning Tourism Ireland Taxi Challenge is another good example social media campaign of a customer video blog I featured a couple of  years ago. The Blog Your Way

Facebook rated the most important marketing channel With the increasing range of channels available to reach our audiences, it’s increasingly difficult to know where to focus investment in marketing communications techniques. Most marketers will rightly argue that the techniques that works best in their market is what really counts, so researching their audience adoption of new digital

Our in-depth interview with Mike O’Brien on creating engaging digital creative It’s simple, quality creative engages. But creating quality creative is far from simple. Given its importance to successful campaigns I’ve been wanting to interview fellow trainer and consultant Mike O’Brien for several years to learn from his experience and share it. Mike is a lecturer

My experiences of using attribution as a social media marketer Attribution modelling has certainly been a hot topic in 2011 and many brands have started to reap the rewards of optimising their online marketing budgets and reallocating marketing resources using it. Additionally, it can also provide incredible insight into customer behaviour and the touch points that

Creating a balance between sales optimisation and marketing When did you last run a campaign that sought to engage a market, to really engage and inspire potential customers rather than focusing on selling to those already in buying mode? We were discussing this several months ago and talked to Imran Farooq, another Smart Insights contributor who also

How one creative agency got creative with its offline advertising If you’ve ever travelled on the London Underground you’ll be well aware of the fact that virtually all space is for sale. Over a billion passenger journeys are made every year which, coupled with an average platform wait of three minutes, gives brands an amazing opportunity to

Integrating email marketing into a display ad campaign boosts recall by 13% I’m sharing this recent research study since it offers some interesting results and insight for multi-channel marketers. It covers an area you don’t see discussed so much – the intersection between email marketing and online ad campaigns. Today email is mainly thought of as a

Our summary of the IPA new models of marketing effectiveness report As marketers, we use the expression “integrated campaign” often, but of course in practice, the degree to which campaigns are truly integrated across channels varies. Recently the IPA released a new report models of marketing effectiveness which  shows the popularity of alternative options for campaign integration. It’s

How one creative agency got creative with its offline advertising If you’ve ever travelled on the London Underground you’ll be well aware of the fact that virtually all space is for sale. Over a billion passenger journeys are made every …..

Covering the 6 core components of a marketing campaign We’ve created this new template to help marketers plan a campaign if they are managing it themeselves in a small business or are briefing colleagues and agencies in a larger business. …..

My experiences of using attribution as a social media marketer Attribution modelling has certainly been a hot topic in 2011 and many brands have started to reap the rewards of optimising their online marketing budgets and reallocating marketing resources using …..

Are we entering a ‘post-digital world’? I’m hearing more and more people saying we’re heading into a post digital world. Although these ‘buzz-words’ tend to grab the headlines but I don’t think digital is over yet. In business, language is …..

Our summary of the IPA new models of marketing effectiveness report As marketers, we use the expression “integrated campaign” often, but of course in practice, the degree to which campaigns are truly integrated across channels varies. Recently the IPA released …..