9 pointers for strategic marketers to implement and benefit from cross-channel marketing
What is cross-channel marketing?
Cross-channel marketing is a customer-focused digital marketing technique used by marketers globally to provide an integrated experience across all paid, owned, earned media, and digital experiences.
It is a powerful way of designing your marketing strategy and implementing data and analysis to create omnichannel customer journeys towards your goals.
Implementing a cross-channel marketing strategy can be a little intimidating. You need to take care of multiple channels while designing your campaigns.
Keeping track of every campaign and integrating their analytics is certainly not an easy task. That's where our RACE Framework comes in.
So, before we dive into cross-channel marketing, let’s take a moment to assess your business' marketing needs. Did you know you can book a free 1-2-1 membership consultation to discuss your objectives in the context of our omnichannel…
From SMART to SMARTER marketing objectives: Discover how to define marketing objectives, measure your digital marketing channels and campaigns, and use data to inform strategy
When identifying specific marketing objectives to support your long-term goals, it is common practice to apply the widely used SMART mnemonic. You will know that SMART is used to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes.
By definition, an effective SMART marketing objective is:
Specific, measurable, actionable, relevant, and time-bound.
One of the main reasons we called our site and service SMART Insights is because we help marketers succeed through using a more structured approach to their marketing strategy and planning.
We've got marketing tools and techniques to support you in defining and measuring your marketing objectives, so you can use data to inform your marketing strategy.
If you're looking for a winning marketing strategy to…
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 lead 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
When to use a marketing campaign plan?
Your marketing campaign plan should be used in order to…
An integrated marketing strategy means every element of your marketing plan must contribute towards your vision for the business, or be cut out of the day to day workload
Lack of integration between strategic vision and the tactics needed to get there is a problem I often find when reviewing marketing strategies. That's why I created the RACE Framework as a simple one-page summary to unify your marketing strategy through goals, objectives, and KPIs.
This is true whether I'm reviewing student assignments or mentoring marketers creating real-world marketing strategies. More often than not, I find myself reading about different aspects of marketing objectives and tactics that just don't line up with each other - and leave you questioning why.
These issues can be magnified by marketing strategy structure - the way the document is split up into separate sections. Without a unifying framework, it's not clear how each strategy is supporting a goal or…
Examples of how SMEs can use Porter’s 5 Forces to assess marketplace viability
Right now, Porter's 5 Forces is the most useful tool for owners and managers to stay one step ahead of the competition in a challenging market. The Porter's 5 Forces model has always been popular with SMEs in particular, looking to invest for growth and manage risk to their limited resources.
Earmarked as the best marketing model to help small businesses analyze the competition in the marketplace, balancing these 5 forces is a must for your 2022 marketing action plan.
What are Porter’s 5 Forces?
Porter’s 5 Forces is an analytical model that helps marketers and business managers look at the ‘balance of power’ in a market between different organizations on a global level, and to analyze the attractiveness and potential profitability of an industry sector.
Threat of substitute products
Bargaining power of buyers
Leading digital analytics experts share their examples of how to effectively use data and analytics to generate actionable insights for your marketing strategy
The number of data sources that are available is growing every day. For some of us, this might be a good thing, but for many digital marketers it brings up a lot of challenges to deal with. With increased data, it can be easy to lose focus, become obsessed by 'vanity metrics', and fail to generate actionable insights for your business.
McKinsey notes that surges in data caused by rapid digital disruption have not 'provided marketers with a substantially better understanding of their customers, because their companies’ outdated data modeling isn’t able to capture these shifts with the necessary granularity and speed'.
So, while the innovators are leading the way with actionable analytics feeding their data-driven marketing, others become stagnant. In today's competitive marketing landscape, this means…
Optimize your marketing campaign analysis with our marketing tools and training. Grow your business and professional marketing skills today
The process of setting up, brainstorming, planning, and ultimately delivering digital marketing campaigns is an exhausting, challenging, yet fun and extremely rewarding process. Once the campaign goes live, you can witness the fruits of your labor. However, all digital marketing campaigns must at some point come to an end and there is always one final step in the process: campaign analysis.
Every company, brand, or agency will approach the end of a campaign differently, with some going into detail and others taking a much broader view. However whilst digital campaigns can be quite simple and straightforward, perhaps with maybe just one or two channels, others may be more complex and multifaceted.
I, therefore, believe it’s always best to err on the side of detail so that you can get a true picture of how…
Set your Key Performance Indicators, make them SMART KPIs, and align your objectives using the RACE Framework to achieve a winning marketing strategy and YOY growth
Digital Marketing KPIs or Key Performance Indicators are quantifiable goals that help you to track and measure success. In a changing marketing landscape, such as today in the era of digital disruption, it's more important ever to plan your short-term and long-term KPIs.
KPIs are a useful way for Digital Marketers to set expectations and prove that their work is having a positive impact. To outsiders, the success of digital marketing activity can be seen as difficult to measure but this really isn’t the case. In fact, it’s normally easier to measure progress for a digital campaign than an offline one.
The aim of this post is to help you set digital marketing KPIs to measure what really matters at the moment, in a way which all…
Defining digital marketing today using the Smart Insights RACE Framework. In this new era of digital disruption, make time to revisit your omnichannel marketing strategy and discover opportunities to accelerate your ROI
What is digital marketing? The answer to this all-important question is in flux, as 'digital' continues to rapidly merge into our new lives. As marketers, we must stay vigilant and continue to scan for new threats and opportunities in the digital landscape. But it can be difficult to work out which trends will actually add value to your marketing strategy, as opposed to vanity metrics.
At the same time, I still regularly come into contact with marketers and business owners using the term 'digital' simply to mean 'our website' or 'our Facebook page'. This thinking limits the scope and opportunity of what's managed and it means that activities that need to be properly managed may be missed.
To truly define digital…
Digital marketing is more important today than ever. Take steps to create or improve your marketing strategy today to accelerate your results in the coming year
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 company growth, and engage their audiences effectively online.
If your business doesn't have a strategic marketing 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 problems, I will also recommend marketing solutions and next steps to help you optimize your marketing strategy to win more customers in 2022.
What is digital marketing?
Digital marketing, specifically, refers to 'Achieving marketing objectives…