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Chart of the week: Only 2% of marketers have integrated all processes throughout their marketing funnel.

Creating a funnel that ticks all the boxes is a vital part of marketing. Your funnel should attract, nurture, qualify and convert, leading customers through to the checkout as seamlessly as possible in order to get the best conversion rates. Unfortunately, few funnels are completely perfect. Most of us will find that our marketing funnel isn’t performing as well as we might like, with at least one section causing issues at any one time. While you can work to deal with these problem areas, it’s unlikely that all the issues will be solved. More often than not, this friction between sections of the funnel is caused by how integrated all your process are. Poor integration will naturally slow other process and see your overall results impacted. Currently, according…

Chart of the Week: 55% of marketing influencers believe that improving decision making is the primary objective for a marketing data dashboard

A marketing data dashboard is a helpful tool that can allow marketers to visualize KPIs relating to the impact of their marketing efforts. It can help KPIs be easily and immediately understood, making a marketing data dashboard useful for reporting and tracking. However, there are a number of different tactics and strategies that can be used when it comes to visualizing data using dashboards, as well as different trends. To see what some of the most popular and useful methods are, Ascend2 surveyed 307 marketing influencers for its Visualizing Marketing Data with Dashboards report.

What is the primary objective for marketing data dashboards?

Over half (55%) of survey respondents said that the primary objective they want their marketing…

Chart of the week: 72% of consumers will only engage with personalized marketing messages, despite 86% being concerned about data privacy

Personalization is becoming more prominent in digital marketing, offering an improved user experience by providing information or targeting ads based on an individual’s activities and interests. In fact, according to a new report from SmarterHQ, 72% of consumers say they now only engage with marketing messages that personalized and tailored to their interests. Despite this, the same report also reveals that 86% of consumers are concerned about their data privacy. Of these, Baby Boomers and Gen X are the least trusting o consumers, with Millennials and Gen Z being around 47% more trusting than their older counterparts. This is likely due, at least in part to an increase in high profile data breaches and the…

Chart of the Week: More than three in five consumers say that retail innovations or solutions have made shopping experiences easier, with online shoppers seeing the biggest benefits

More customers now expect a seamless, personalized shopping experience. Whether they are buying in person or online, people want a quick and easy experience, something that is being made more possible with retail technologies. In fact, more than three out of five consumers say that technologies used in retail and retail innovations have led to an improved shopping experience, according to the latest research from the National Retail Federation (NRF). When it comes to shopping online, 80% of customers say the same compared to 66% shopping in-store. Despite the fact that there is an increased focus on mobile shopping experiences, only 63% said that shopping technologies and innovations improved…

Chart of the Week: 64% of consumers are now belief-driven buyers who want brands to deliver on societal issues, as well as products

We all know that trusting a brand increases the chances of a customer buying from it. Building trust turns customers into advocates, providing priceless word-of-mouth marketing. On top of this, brand trust means customers keep coming back, which is hugely beneficial considering the fact that customer retention is cheaper than acquisition. But exactly what does brand trust mean to customers and how can it impact their decision making? Today, brand trust is everything to customers, meaning that once you’ve lost it, you’ve likely lost them. [si_guide_block id="50995" title="Download our Business Resource – Brand storytelling guide" description="This guide helps you explore the fundamentals of developing powerful authentic brand stories."/] In fact, according to Edelman’s latest research, businesses are trusted even more than governments, showing…

Chart of the Week: Most companies see customer retention as a priority but B2B companies are better at prioritizing it

When it comes to subscription businesses, the key to growth has historically been getting new subscribers. Not only is customer acquisition a fairly expensive undertaking, as the market becomes flooded with more choice, but it is also far too easy for your new subscribers to simply click a button to cancel and take their business elsewhere. This is why many businesses are putting the focus on customer retention instead. Not only is working to keep existing customers a lower-cost option, but it can also result in the creation of brand advocates, better relationships and even a better product. [si_guide_block id="40377" title="Download our Business Resource – Customer retention planning guide" description="In this guide, E-CRM specialist Andrew Campbell explains how to create a customer retention strategy using a range of frameworks and examples."/] In fact, according…

Chart of the Week: 87% of marketing, CX and analytics professionals say good CX is important but only 24% are performing highly at delivering it

Offering a good customer experience (CX) can increase conversion, create return customers and turn consumers into brand advocates, all of which benefit your brand. It’s no surprise then that 87% of CX, marketing and analytics professionals say that customer experience is very or extremely important to their organization. According to Pointillist’s new research, only 2% of respondents said that it is not important (with 11% saying it is somewhat important), highlighting the need to make CX a focus of your business and marketing plans over the next 12 months. [si_guide_block id="37500" title="Download our Business Resource – Managing customer data to improve marketing ROI" description="In this guide, we'll explain the key aspects of…

Chart of the Week: 87% of business video views take place on desktop but what types of videos are people engaging with?

Video marketing is highly engaging and increasing in popularity, especially with the ability to share and view them via social media platforms. In fact, people are more likely to choose video over other forms of content, with 72% of people saying they’d rather use video to learn about a product or service if it is on a page alongside text. As well as being engaging, video can also help influence decisions in both B2B and B2C industries. Research from Wyzowl reveals that 79% of people have been convinced to buy a piece of software or an app by watching a video. [si_guide_block id="23343" title="Download our Individual Member Resource – Video and YouTube marketing guide" description="Our guide shows you how to review the full opportunities from video marketing…

Chart of the Week: 81% of e-commerce marketers say the acquisition of new customers is one of their biggest goals, despite having higher costs than customer retention

E-commerce is a growing market, which is being reflected in its marketing budgets. In fact, 65% of e-commerce marketers have said that their marketing budget has increased this year compared to 2018 compared to just 10% who said it has decreased. The rise in budgets is likely tied to the increase in expectations for marketers in the e-commerce sector, with heavy competition meaning that new tools, techniques and technologies are being utilized to drive shoppers to stores. This is shown by the fact that 81% of respondents said that acquisition marketing was the largest e-commerce marketing investment priority in 2018. According to a new report from Commerce Next and Oracle, bringing new…

Chart of the Week: 70% of marketers say that their main goal for using social media is to increase brand awareness, showing that social is about more than sales

Social media continues to be a powerful marketing tool for brands and yet almost half (47%) of marketers say that the biggest challenge they face is creating a social media strategy that supports their organization’s goals. Sprout Social’s latest report reveals that marketers’ biggest goal for social media is to increase brand awareness, with 70% choosing this option. Second to this is sales/lead generation (59%), which is likely to reflect the larger goals of an organization and may not be suited to social media for every company. Other goals that marketers have for social media include increasing community engagement (48%), growing the brand’s audience (46%) and increasing…

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