What are the essential parts of a campaign planning template?

The purpose of marketing campaign planning is to identify relevant, integrated, marketing activities and channels to reach campaign objectives as well as influence customers. An effective campaign plan has an engaging, shareable, campaign concept that utilizes both online and offline marketing communications tools and digital media channels. A campaign plan is a short-term integrated communications plan to generate leads or sales. Its purpose is to engage audiences, it typically has a content marketing focus and an integrated media schedule. A solid marketing campaign plan has: Clear, realistic goals which you can be confident of hitting The best strategy to achieve these goals against your competition Sufficient details of the tactics and actions needed to translate the strategy into action A method to check you are on track with your plans What's more, in today's demanding digital landscape, effective campaign campaign planning can be make or break when…

Digital marketing is more important now than ever. Take steps to create, streamline, or optimize your digital marketing strategy (also known as internet marketing) today and safeguard your business against inflation

Where do you start if you want to develop a digital marketing strategy? It's still a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don't have an integrated plan to support digital transformation and business growth, and engage their audiences effectively online. If your business doesn't have a strategic digital marketing plan (also known as internet marketing) aligned with your business plan you will suffer from the ten problems I highlight later in this article and you will lose out to competitors who are more digitally savvy. For each of the ten digital marketing examples, I will also recommend marketing solutions and next steps to help you optimize your…

Planning how companies communicate with customers has always been an important aspect of marketing strategy. But the introduction of new omnichannel marketing technologies in the era of digital disruption makes it even more crucial today

The pace of innovation continues to drive new options for reaching customers across a number of key channels. Savvy business leaders know that to thrive in this market, they must be ready to adapt and develop their strategies. For example, Omnichannel marketing is now recognized as an essential approach for all businesses with an online presence. But how does omnichannel relate back to your customer? Twenty years ago, when digital channels didn’t have the diversity and importance they do now, the choice of which channel to use and how best to connect with customers didn’t influence customer service outcomes so heavily. Today, however, customers have an astounding number of options for communicating with companies — and businesses…

How to create a product launch marketing plan using the RACE Framework

You are working during one of the most entrepreneurial eras in history. Thanks to digital media, launching a product to a global audience has never been so manageable.

Equally, competition has never been as fierce. To successfully launch your product online, you need a winning product launch marketing plan.

With strategic planning, product launch marketers can avoid common product launch pitfalls such as targeting the wrong customers, or not optimizing the right customer journeys. When launching your product, marketing can make or break the launch. That's why we recommend utilizing our tried and tested marketing tools and templates, to acquire and retain high-value customers from the off.

The RACE Framework

We created the RACE Framework as a structure for marketers and managers to plan, manage and optimize their customer journeys across all the key customer touchpoints  - including digital media…

Discover your top customer experience (CX) issues quickly

How do your customers, both current and prospective, really feel about the experience they’re having with your brand? How can you best measure this? In this post, I share three cost-effective analysis techniques you can use to get these answers. I realize it’s more fun to focus on acquiring new customers. It’s satisfying to see those acquisition metrics rise as you capture more visitors through your organic, paid and social campaigns, then nurture them with your content marketing. But if there are any 'experience or expectation disconnects' during those first touchpoints, these prospects may not feel an emotional connection with your brand, and not convert as a result. Also, it’s much more expensive to acquire a new customer than it is to keep a current one. According to Emmett and Mark Murphy in the book 'Leading on the Edge of Chaos,' a 2% increase in…

9 key differences between strategy vs tactics

‘What is the difference between strategy vs tactics?’ is one of the most common questions that 'crops up' when I’m running training workshops or discussing creating marketing plans with businesses. It’s no surprise since the difference between these two activities often isn’t distinct. Yet, it’s an important question to answer since our research shows that so many businesses don’t have a clear marketing strategy or plan. Without a clear strategy, it’s likely some of your tactics may be poorly directed, so may not be propelling the business in the direction needed. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE Framework."/]

9 key features that distinguish marketing strategy vs tactics

In this article, I will show the difference between strategy and tactics by looking at characteristics of marketing strategy, which…

To make sure your campaign is as successful as possible, you need to plan and strategize the campaign in advance.

Wondering how to plan a social media marketing campaign? If you have a new feature coming out, a holiday that you want to capitalize on, or maybe you’re releasing a brand new product, there are always plenty of reasons to start a new campaign. But in order to make sure your campaign is as successful as possible, you need to plan and strategize the campaign in advance. That's why you need a data-driven marketing strategy to help shape the direction of your social media campaign to improve your chances of achieving your goals. [si_guide_block id="82119" title="10 common social media marketing mistakes" description="Social media is a great marketing tool but it's easy to get it wrong. Use our guide to avoid 10 common mistakes and get the best possible results."/]

1. Set social media campaign…

7 strategies, tactics and tips to stand out. Plan your first 100 days on the job, as a new starter, to make an impact in your marketing career

Starting a new job can be tough. In the first 100 days on the job, not only do you have to contend with the technical side of your role but also your new employer’s culture, politics, processes, and people. The Trading Economics United States Job Openings report in March 2022 stated that US job openings hit a record high: The number of job openings in the US rose by 205,000 from a month earlier to a series high of 11.549 million in March of 2022, above market expectations of 11 million, as work shortages persisted. Meanwhile, in the UK, Job vacancies rose to a new record of 1,318,000…

What are the essential parts of a multichannel marketing plan template?

Multichannel marketing, or omnichannel marketing, is the process of utilizing online and offline marketing communications channels to target and engage with your customers. As outlined in our popular Learning Path module, structure a plan using the RACE Planning framework, the purpose of a multichannel marketing strategy is to empower marketers and managers to plan, manage and optimize the resources needed to achieve business sales targets. The timeframe is typically annual but potentially longer-term, such as 18 months to three years. Examples of communications channels could include, for example: Websites Physical stores Catalogs E-mail marketing TV Text messaging Blogging Direct mail The goal is to deliver leads and sales targets for defined products and services, which can apply to an organization as a whole, or a single market if there are multiple markets and product or service categories. An effective omnichannel approach to marketing…

You need a digital product roadmap so your team doesn’t get lost in the tactical weeds. Here’s what a great one looks like.

As Lewis Carroll famously said, ‘if you don’t know where you’re going, any road will get you there.’ When it comes to digital product planning, unless you want to risk wandering aimlessly, you’ll need a product roadmap. Besides keeping your team focused, a good product roadmap will help keep your work aligned with the expectations of your executive team. And it will show you’re keeping your eyes on the financial ball. [si_guide_block id="100244" title="Download our Business Starter Resource – Product launch playbook" description="This playbook will guide you through the process of how to successfully launch your product online."/] Here, I share five essential traits of product roadmaps for owners of digital products, using examples from my experience that worked well. Take it, tweak it to make it your own, and use…