Any retail brand with a digital presence should use this three-step ASIN targeting process to develop an Amazon advertising strategy

In the same way that the library uses the Dewey Decimal System to keep everything orderly and organized, Amazon has its own system: the Amazon Standard Identification Number (ASIN). And with Black Friday and Cyber Monday just around the corner, which half of Amazon sellers classify as 'crucial to their bottom lines', now's the time to make sure you're exploiting every targeting feature out there. Product detail pages (or ASIN pages) are prime real estate for advertisers. Placing an ad directly on the product page of your competitor is a great way to steal market share and increase your sales. [si_guide_block id="127475" title="Download our Business Professional Resource – How to sell on Amazon as a 'marketplace' seller" description="Amazon accounted for 47% of online retail in the US according to recent compilations. 51% of…

Practical AMB guidance for putting together your account-based marketing target list to get results, fast

Account -based marketing starts with a clear picture of who to target. Sounds simple enough. But with account-based marketing (ABM) being such a new thing for so many marketers, buildingthe right focus list is often not as easy as it first sounds. I’ve found with so many clients, they end up getting steamrolled by the ‘Who should we target’ question. When you keep hearing the same query time after time, you realize there’s clearly an education piece that’s needed. So here we are! It’s worth pointing out at this stage that this guidance is based on best practices gathered from being involved in a number of account-based marketing deployments. There are no hard and fast rules to any of this, so feel free to tweak depending on the individual circumstances of your business. Anyway, now we’ve got that out…

10 ways to segment website visitors using Google Analytics

When I work on E-commerce projects to identify methods to increase conversion, I always start with a structured analysis of the current effectiveness of customer journeys for different segments, using Google Analytics to help identify potential improvements to site page templates to test.

Segments are powerful since they help you isolate and compare different traffic sources, so in the screengrab below we have selected organic traffic to just find out how these visitors behave, for example, which landing pages do they arrive on?

Note that to encourage usage of Advanced Segments, Google renamed them a couple of years ago to 'Segments' in order to make them less scary and encourage adoption amongst GA users who don't see themselves as advanced. A key part of this approach is to go beyond the…

Digital Marketing Optimization is transforming recession marketing strategies. These 5 tactics for managing customer experience will set you apart from your competitors

Surviving this recession is all about, you guessed it, your customers! As we have seen clearly in 2020, being able to anticipate and respond, fast, to changes in the market can mean the difference between make or break in a challenging environment. And, when it comes to managing customer experience, haven't we all seen some rapid changes? "Recessions inevitably lead to changes in consumer spending and demand for products and services." - Dr. Dave Chaffey As Dr. Dave Chaffey asserts in our recession-beating marketing tactics for growing your business guide, changes in consumer spending require marketers to 'prioritize marketing activities with the biggest potential'. After all, to survive this recession, marketers need to make strategic decisions to outpace their competitors and acquire and retain valuable customers. [si_guide_block id="151279" title="Download Free…

Digital transformation strategy to grow your business: Our recommended planning frameworks to implement your successful digital transformation

More marketers than ever are fueling growth through digital transformation. But with the stakes so high, we want to make sure you get your digital transformation strategy right, first time. That's we're here to guide you through it. Discover the success factors for creating a digital transformation strategy to grow your business, read-up on the implementation process for your digital transformation next steps, and explore our latest digital transformation research.

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Why create a digital transformation strategy?

Our research shows that today many businesses are realizing the imperative for digital transformation; to compete in digital marketing data and technology, a structured process of digital transformation is needed. The need for transformation is particularly strong in larger, international brands and organisations that…

Learn how SMEs can use Porter’s 5 Forces to assess marketplace viability when planning

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. 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 2020 marketing action plan. [si_guide_block id="21479" title="Download our Free Resource – Business marketing plan guide" description="Research has shown that companies with a plan succeed more than those without a plan. In this guide, re recommend frameworks and examples to review your strategic capabilities and options and to create a well-considered 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…

7 Steps to creating an effective marketing plan

A Marketing Plan is a bit like a job description for your company. Everyone should have one, but they’re often not fit for purpose, out of date and reviewed infrequently... Research has shown that businesses with plans succeed, outperform competitors, and retain staff, more than those with no plan. Without a plan there’s no direction for the company or its employees, decisions can be uninformed, opportunities can be missed and threats can damage or destroy the business. Whether you are looking at creating a traditional marketing plan or a digital marketing plan, the newly updated Business marketing planning guide, will take you through the seven steps to creating a marketing plan. [si_guide_block id="21479" title="Download Business Resource – Business marketing plan guide" description="Research has shown that companies with a plan succeed more than those without a plan. In this guide,…

Are you practicing always-on marketing, and if not, why not?

The opportunity to dynamically update and test digital media and experiences to improve effectiveness has always been claimed as a key benefit compared to traditional media but does this happen in practice? So in our new research report on managing digital marketing we were interested to see to what extent companies have processes in place to manage optimization continuously. [si_guide_block id="155497" title="Download FREE Resource – Digital Marketing Optimization" description="This report will allow you to benchmark your organization's Digital Marketing Optimization efforts against other senior marketers based on a survey of Smart Insights members and Technology for Marketing attendees."/] Dynamic personalization and structured testing and improvement of digital experiences is a key feature of Always-on marketing, a term that has emerged to show a change in emphasis from burst marketing campaigns to generate awareness and response to investment…

Set your Key Performance Indicators, make them recession-proof SMART KPIs, and align your objectives using the RACE planning model for a recession-busting digital marketing strategy

Digital Marketing KPIs or Key Performance Indicators are quantifiable goals which help you to track and measure success. In a challenging environment, such as the global pandemic-led recession, 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 parties can agree on. During…

Becoming a better marketer isn't rocket science if you have access to the right resources

The world of marketing is fast-paced and ever-changing. You can’t scroll through LinkedIn without finding out something new about the industry. It seems that every day a new theory, acronym or feature has emerged that you need to get up to speed on (mainly before your boss or colleagues ask you what it is). But how do you stay on top of all of these updates and new features, and how do you apply them? Smart Insights is definitely a great place to start.

Why should I pay for digital marketing training?

Perhaps you want to grow your digital marketing skills within your current position or work toward getting a promotion. Maybe your goals are focused on growing your business and achieving ROI on your digital marketing. Or, you manage a marketing team and you know that effective digital…