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Personalization offers great opportunities for retailers to improve relevance across the customer lifecycle

Successful e-commerce marketing today requires consideration of the full customer path-to-purchase shown below across the Smart Insights RACE lifecycle planning framework. The infographic shows the vast number of omnichannel touchpoints across paid, owned, and earned media, both online and offline. Ultimately, a successful e-commerce experience for both site visitor and online businesses depends on relevance. If you connect a visitor with the most relevant products and offers, they will see the value and are more likely to convert. [si_guide_block id="125181" title="Download our Free Resource – E-commerce personalization buyer’s guide" description="Implementing an effective retail personalization strategy can be one of the most cost-beneficial decisions you can make towards increasing your online revenue, improving your online conversion and building a loyal and happy customer base."/]

What is personalization?

There…

Learn how you can use the Product Life Cycle (PLC) marketing model to project changes in the perception and use of your products

The Product Life Cycle describes the stages of a product from launch to being discontinued. It is a strategy tool that helps companies plan for new product development and refine existing products.

What are the stages of the Product Life Cycle?

Introduction Growth Maturity Decline [si_guide_block id="29978" title="Download our Free Resource – Essential marketing models" description="With so many marketing models to choose from, it can be difficult to know which is the best to use in a specific situation. This free guide has been created to help today’s marketers apply our pick of the most popular established frameworks to aid their decision making."/]

New Product Development

The new product development stage occurs before the product's life-cycle begins, consisting of market research leading up to product launch. Hence this stage can include: Reviewing…

Every step of international marketing needs to be considered carefully because your customers overseas have very different requirements

Proving a big success nationally can make business owners hungry to expand further and while approaching the international market is something many businesses have the capacity for, it is important to look at factors that influence the success of trying to "go global" too soon. The strategies and practices that were a huge success at home may not suit customers in a different country or countries, and therefore it is vital that business owners are fully prepared and ready to tackle any differences head-on before launching on a global scale. [si_guide_block id="150284" title="Download our Business Resource – Balancing global and local campaign development" description="This guide's goal is to help senior marketers toe the line between maintaining a global brand voice and tailoring content to local markets."/] Moving into new international markets has many…

Three essential steps to kickstart Digital Transformation

Digital Transformation is a focus for many organizations right now and as you can see from the Google Trends search volumes, it's increasing in popularity recently. As with any change within an organization, there are many challenges (as shown in my previous post on Understanding Digital Transformation), so once you've identified digital advocates in the organization, it's time to map out the journey. [si_guide_block id="38465" title="Download our Business Resource – Managing digital transformation guide" description="This practical guide was created to support our Business members throughout the digital transformation process."/] In recent months, several companies have mentioned to me that their CEO is committed to digital, but they're having challenges at middle management levels, where it's harder to gain commitment. This can be easier if there is a clear plan shared with all. You can, as many do, call this your digital roadmap,…

Webinars are great for generating quality leads, building trust with an audience, reaching more people, and converting more leads into customers

In an increasingly competitive market where consumers get hit with content from all sides, webinars allow you to offer them more value than other, more traditional forms of online content (blog posts, infographics, etc.). According to research from the Content Marketing Institute, 43% of B2B marketers use webinars platforms, and 55% use webinars as a key content distribution vehicle. Ascend2, meanwhile, has found that webinars are the second most effective type of gated content resource for lead capture purposes, trumped only by download offers, and Demand Gen Report has found that along with research reports and emails, webinars are the most effective tactics for lead nurture.

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Monitoring the right KPIs is the best way to avoid spending time and money on something that isn’t driving the expected profit

Is your SEO strategy effective enough? How can you ensure your efforts drive tangible results? What can you do to develop your website performance? Tracking the right performance metrics, you’ll be able to answer all these questions. KPIs work as a control system that lets you identify which tactics work and which don’t. What’s most important, monitoring the right KPIs is the best way to avoid spending time and money on something that isn’t driving the expected profit. [si_guide_block id="107298" title="Read our Business Membership resource – Big book of marketing KPI benchmarks" description="This handy guide will help you improve your return on marketing by applying thoughtful, targeted benchmarks and forecasting to your day-to-day marketing activities."/] In this article, I’ll highlight 10 critical indicators marketers should pay attention to.

1. Organic traffic

This KPI measures how…

What are the essential parts of a business plan template?

Understanding and creating different types of marketing plans and knowing when they are needed is essential to creating a thriving business. But it can be difficult to know which type of plan to use when and how best to structure them. In this article, we look at the essential parts of a business plan and show how to lay it out. Our new, free PDF download detailing the different types of marketing plans will help you structure different types of plan and gives recommendations on how to make them effective.

[si_guide_block id="95323" title="Download our free PDF download – Understanding different types of marketing plan guide " description="This download and our other free templates is for anyone who wants to improve their knowledge of marketing planning with a few to gaining more senior roles."/]

What is a business plan?

A business plan…

Top tips for making a quick but effective content audit

One of the common themes I continually revisit in my work and writing is the proliferation and abundance of content. For brands looking to use content, and content marketing more specifically, to reach and engage prospects and customers, they have to think very carefully about the value and utility of their efforts and how this benefits their audience to generate action. There are many great resources and links to in-depth content audits, including Smart Insights’ 360 content marketing audit Quick Win. These are essential for anyone looking to conduct a detailed evaluation of a brand’s current content situation to make changes and recommendations. However, in this post, I’d like to highlight just five simple steps and techniques that I have personally found useful for making a quick assessment. This can often be useful for digital marketers looking to…

A single bad review can have a huge impact on your business, which is why customer service is key. A customer journey map can help improve conversion

Are you facing issues while trying to provide a stellar customer experience? The onus is on the businesses to rectify this situation quickly because customer experience has been a cornerstone of business since the very beginning. However, today, the business landscape is growing increasingly competitive. Businesses are doing more than ever to get customers' attention than ever before. [si_guide_block id="86160" title="Download our Free Resource – 10 common website customer experience mistakes" description="This guide reveals examples of poor website design from different sectors which are commonly seen, but best avoided."/] Not so long ago, the need or want for a product meant we were supposed to drive miles to get to a brick and mortar store to spend hours looking for the desired product. From test driving…

The scientific method of measuring marketing effectiveness

As seasoned marketers, I’m sure you’ll be familiar with the quote (often attributed to John Wanamaker): “Half the money I spend on advertising is wasted; the trouble is I don't know which half” The ability to effectively measure marketing effectiveness is the Holy Grail for CMOs and marketing leaders. With so many established, new and emerging channels at our disposal, it’s more important than ever to identify and prioritize those that drive the most value for our businesses. [si_guide_block id="37500" title="Download our Business Resource – Managing customer data to improve marketing ROI" description="This guide will explain the key aspects of understanding your data and improving how it is managed and used."/] Many marketers believe that evaluating the impact of marketing is straightforward - simply compare the outcomes from one campaign to another and look at which channels generated value. However, simple or even more complex…