Discover our framework to plan, manage, and optimize your brand positioning strategy in the era of omnichannel consumer branded goods

In its best form, a brand positioning strategy for a company unifies all customer-facing comms and marketing activities. It highlights who the target audience is, and why they need your product (and how you're going to make sure they know that). More importantly, in today's age of digitalization, with Debenhams and Arcadia Group being bought by online giants Asos and Boohoo, and now GAP planning to close stores in UK, France, and Italy as part of their European review, positioning your brand online is more important than ever. That's where RACE comes in - a dedicated marketing structure your brand can use to integrate your customers' experiences of your brand,…

As the economy grows, power up your  investment banking marketing activities to capitalize on the latest developments in the financial services sector and accelerate your profits

As marketers in the financial services industry, we already know it's critical to know the sector inside out, including keeping up to date with the latest industry trends. This blog is written from the point of view of intestment banking marketing, but our financial services 2021 trends guide is written to inform companies that offer personal or business banking, credit cards, loans, mortgages, investment or insurance services. If you are a marketer for an investment banking company, looking to acquire and retain more customers, you are in the right place!

What is investment banking?

Investment banking is all about helping your customers acquire resources to grow/develop in business. These transactions are often of great importance to the company. The role of investment banking marketing…

Creating an omnichannel strategy for your IT and high tech marketing means focusing in on your customers' journeys and integrating your marketing activities across your marketing mix

As high tech and IT continue to develop and shape the world we live in, so too must IT and high tech marketers adapt their marketing strategies with the times. When you evolve your marketing plan to incorporate martech, marketing data, and real-time analysis you are in the best position to take advantage of opportunities in the marketplace. On the other hand, ignoring change and continuing with a stagnant, fixed marketing plan could lose you more and more customers to your competitors. This has never more so been the case than with the ongoing omnichannel transition taking place in the IT and high tech sector. A 2020 survey of hundreds of engineering staff - from R&D/engineering staff to managers, leaders, and technical…

When was the last time you adapted your e-commerce digital marketing strategy? Is it a static, unchanged marketing plan, or an agile, practical marketing funnel?

Smart Insights offers invaluable e-commerce digital marketing strategy solutions for online businesses of all shapes and sizes. It's no exaggeration that we have transformed members' businesses with our strategy and planning solutions. One of our most popular resources is the RACE Framework, a marketing funnel centered around customer lifecycles. Applicable to just about every marketing industry (across B2B, B2C, and D2C), the RACE Framework focuses on your customers' experiences of your marketing activities. Naturally, this focus is vital for those selling online, which is why we recommend the RACE Framework in particular for e-commerce digital marketing strategy planning. The RACE Framework is popular with so many members because it offers a streamlined, data-driven approach to marketing strategy planning which centers all around the customer journey. RACE funnel users…

There are winners and losers from the recent fintech marketing shakeup in the financial services sector. The key is putting your customers first as we delve into the latest trends and innovations in the finance landscape

Financial Services marketers are working amidst an era of digital disruption. Those based in traditional financial services businesses are witnessing rapid digital change, whilst new digital startup marketers are looking for fast growth and shaking up the marketplace. On both sides of the spectrum, it is agreed that financial services martech and fintech marketing unlock great opportunities to get closer to customers when done well. Smart Insights helps marketers and managers in a range of financial services businesses. We have dedicated startup and SME marketing tools and templates, plus full-team integrated marketing training for large global corporations. One marketing principle that rings true for all financial services marketing activities is ensuring a keen focus on the…

The manufacturing industry is experiencing rapid change. Catch up on the latest trends and innovations in this sector plus what we've learned about how to market a manufacturing company in 2021

Around the world, manufacturing marketers and managers are rapidly adapting and amending their marketing strategies to win more customers. Marketing for manufacturing is a unique skill, requiring a strong reliance on physical products in a digital world. That's why so many manufacturing businesses right now are relying on omnichannel marketing to acquire and retain high-value customers. We've got marketing strategies and tactics to help boost your profits. But first, let's take a deeper look into exactly how to market a manufacturing company.

How to market a manufacturing company with the RACE Framework

Regardless of your current levels of digital maturity, the RACE Framework is a structure you can use to take stock of your current manufacturing marketing efforts and find out how to…

Branding means fully integrating your customers' experiences of your brand. We'll recommend marketing tools and training to show you how, as well as taking an in-depth look into the definition of branding

What's the definition of branding? Across numerous terms and definitions, one thing that rings true for pretty much all of them is a heightened focus on your customers' experiences of your branded goods or services, compared to your competitors. But what is meant by brand definition today? And what can brand marketers learn from this? We've all seen that, to succeed in today's competitive omnichannel environment, it's more important than ever that brands champion their key customers (both potential buyers and those with existing lifetime value) in all of their marketing activities. You need a data-driven, customer-focused approach to marketing to outpace your competitors. As a result, we guarantee that all our marketing training is integrated across our tried and tested…

Today, tech marketers and managers advocate for IT and high tech both internally in their businesses and externally to their target markets. We've got the marketing tools and training you need.

Looking to strengthen your technology company's marketing strategy? As marketers, we are all striving to apply data and customer insights to our marketing activities. But in the IT and high tech sector, with competition at an all-time high, this approach is absolutely critical. Our tried and tested tech marketing solutions support IT and high tech marketing professionals to plan, manage, and optimize their marketing strategy, and win more customers.

Why invest in strategic marketing for your tech company?

If you haven't already got an omnichannel marketing strategy in place, now is the time to develop your marketing to compete in the competitive, growing, IT and high tech marketplace. As McKinsey found in their UK B2B COVID-19 survey, the technology, media…

Discover the latest trends and innovations in customer relationship management to truly integrate your financial services CRM marketing

From account opening, saving money, investing, to foreign currency exchange, financial services marketing leaders are looking to create a user-centric digital environment to respond to users’ expectations. Financial services CRM today means providing customers with more innovative and complete financial services with partners from different industries, including telecom companies, FinTech start-ups, and insurance companies. Financial services companies have often perceived the strength of digital purely as an acquisition channel. As customer relationships have become more complex, the growth of new distribution channels has increased combined with the exponential growth of new technology means financial services CRM marketing is more important than ever, for both customer acquisition and retention and lifetime value. Larger financial brands also understand as their historic dominance is continually being squeezed by startups such as FinTechs focusing on retention can drive up…

A successful brand strategy means your business' channels, digital experiences, and tone of voice need to home in on what your key customers want.

We've got marketing training to strengthen your branded consumer goods company's relationships with your target audiences. In order to build a loyal fan base, your brand strategy and style need to reflect your overall vision for the business. Having a brand strategy that jars with your product/service will put customers off and confuse them about who are and what you offer. However, integrating your marketing strategy can be hard, especially today in the age of digital disruption where every customer has an omnichannel experience. That's why our complete marketing training covers all the key elements you need to build a strong brand strategy.

The RACE Framework for consumer branded goods

Our popular RACE Framework is a simple, actionable planning structure for marketing leaders looking to streamline their omnichannel marketing strategies and…