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Make your brand identity the central organizing principle for everyone and everything in a company rather than just the products, services, logos and imagery

Brands are assets that create sustainable wealth, both for businesses and wider society. Every successful brand has a clear positioning expressed through its name, logo, and identity. But, more than that, a strong brand identity has the potential to influence all aspects of a brand's omnichannel presence, including its products, services, and staff behaviors. In fact, McKinsey's nine traits of a future-ready company found that employees who say they are “living their purpose” at work are four times more likely to report higher engagement levels at work. People reach further when their energies are channeled toward a purpose. This shows brand leaders can capitalize on brand purpose to enthuse both their customers and employees. Brand positioning and identity are integral components of the overall brand strategy. Having a…

Today, content marketing is one of the most effective forms of marketing. Find out how digital and content marketing managers can boost their content strategies in 2022

Businesses are using content marketing as a strategy to reach and convert prospects. But are they getting the best results possible? To achieve these results, you need to focus on improving these 9 most important content marketing skills.

1. Content creation skills

Even though it’s obvious, very few content marketers can create the type of content that will achieve great results for their business. First, content writing is important for your blogs and other important website pages.

To improve content writing skills and eliminate blunders, a marketer has to learn about grammar. Grammarly is a tool that can assist writers to proofread their written content.

Content marketers need to improve their multimedia content creation skills to connect…

Opportunities to grow business across the customer lifecycle

There is always a huge interest in digital marketing trends and innovation in marketing around the turn of each year. 2022 will be no different, in fact, it’s particularly true since the pandemic has forced downward pressure on marketing budgets meaning that marketers are looking for new cost-effective techniques. According to the 2021 Gartner State of marketing budget report, marketing budgets have fallen to their lowest recorded level, dropping to 6.4% of company revenue in 2021 from 11% in 2020. You can see that these cuts are consistent across sector and we can anticipate these reductions across businesses of all sizes. Consumer brands, financial services companies and healthcare seem to have been less impacted by the pandemic as we would expect.

Digital media spend increases while agency spend decreases

The Gartner research shows CMOs have shifted spending commitments…
The worldwide pandemic has increased the need for businesses to adopt more sophisticated digital marketing technology. This has led to an increased move to online software solutions that may have not been needed before. Businesses of all sizes have had to quickly adapt to changing circumstances so that they can continue to operate as best they can. This has increased the demand for technical solutions – from team online collaborative meetings to organizing virtual events. The technology sector has always experienced fast-paced growth since the mid-1980s.  When the invention of mobile phones, laptops, PCs and Personal Digital Assistants - now known as Smartphones - came about. To this day, new emerging tech, software, hardware, mobile and IoT solutions are constantly evolving. As a result, there has had to be a new approach to digital marketing. That’s why we wanted to share the latest digital trends, frameworks, techniques and technology marketing examples with you. These trends…

Hold the gimmicks. Social media marketing in 2022 is all about your customer. Our top 5 trends will set you up for YOY success

As marketers, we're always scanning the digital landscape for new opportunities to benefit from our customers' changing behaviors online. Social media marketing trends today, like the trends we see in many popular digital channels, are undergoing rapid transformation due to increased usage and user expectations. This article looks at the top 5 social media marketing trends recommended by experts in the field. You will find trend analysis, examples, tools, and training recommendations to help you implement new innovations in your social media strategy.

What are the top social media marketing trends for 2022?

We asked 5 digital marketing experts and the verdict is in - all our 5 social media marketing trends revolve around one very important theme: Your customer Distract them Find out more about them Support their values Collaborate…

How to structure your software go-to-market strategy using Smart Insights’ Opportunity Strategy Action framework

When planning to go live with a new product or service, it’s important to have a clear idea of how you will launch. This is particularly true for software marketing leaders, planning their go-to-market strategy in a growing and competitive marketplace. Software as a service (SaaS) spending worldwide is estimated to reach $172bn in 2022, a growth of nearly 200% from 2015 to 2021: When you also take into account that up to 45% of product launches are delayed for different reasons, the importance of having a clearly defined go-to-market strategy becomes even more stark. The effectiveness of your launch can be the difference between success and failure. Smart Insights Business Members can access a wide range of marketing…

What does omnichannel mean in Pharma? And what does digital disruption mean for this increasingly complex industry?

Omnichannel Pharma does not exist in a vacuum. Many industries launched large-scale omnichannel transformations years ago, and consumers are experiencing the benefits. Digitization has been gradually occurring for many years with the percentage of customers who are willing to purchase digitally gradually increasing. This naturally varies depending on the complexity of the product and the maturity of the market. Banking, for example, has seen widespread adoption of digital service channels. Pharmaceutical and healthcare companies have been lagging behind other industries in providing an omnichannel experience since face-to-face communications are beneficial as part of service delivery. Although most businesses have begun to increase online services, many consumers still use traditional channels when interacting with them, for a variety of reasons. Pharma and healthcare marketing notoriously relies on complex customer journeys. This has never been the case more than…

5 steps to transform your B2B manufacturing marketing strategy

The aim of business-to-business (B2B) manufacturing marketing, is to connect your manufacturing company with wholesalers and distributors, ensuring your customers obtain your product. B2B marketing has become almost identical to B2C (business to customer) marketing due to the customer conducting more thorough research during the sale process, and more notably, expecting a more digital experience, especially in the industrial and manufacturing industry with 67% of purchases being influenced by digital marketing. A model that B2B manufacturing marketing professionals can utilize is the RACE planning system, which covers the full customer lifecycle, including paid, owned, and earned inbound marketing activities. (Plan) > Reach > Act > Convert > Engage It can be used to identify improvements to your customer lifecycle by generating awareness to build your audience, encouraging interaction, lead generation, purchase, and then loyalty. Here’s how each component…

Thinking about your e-commerce marketing plan for 2022? Use the RACE Framework to create a focussed and well-structured digital marketing strategy

In today’s e-commerce business landscape, there is no room for a lack of planning. All e-commerce businesses should plan out the best e-commerce marketing strategies to attract and retain high-value customers online as part of their ecommerce strategy. Without a well-planned e-commerce marketing strategy, sustainable growth will be inhibited. An e-commerce marketing plan with quantifiable KPIs should be directly linked to the goals of the business strategy which considers the e-commerce marketing landscape as a whole. Our Managing Digital Marketing 2020 report found that nearly half of companies don't have a clearly defined digital marketing strategy. Of those who do, the majority have integrated it into their overall marketing strategy.  

What is an e-commerce marketing plan?

E-commerce marketing planning…

How has the definition of branding evolved to reflect the modern business context?

If you type ‘what is branding’ into a search engine, you’ll be presented with two choices: “making a mark with a branding iron” Or, “creating a distinctive design to promote a product or service” Branding in today’s world is not just about standing out, but about creating a truly consistent omnichannel experience across all customer touchpoints. To achieve this, it means fully integrating brand strategy across every customer interaction, not just about creating aesthetically stable collateral. To outpace competitors in the current business climate, branding requires a data-driven, customer-focused approach to marketing. Our marketing tools and templates help you build a winning marketing strategy that supports your business objectives and boost revenue. What's more, all our marketing strategy resources are integrated across the RACE framework to drive the results you need to reach your goals. …