What AI-based tools and digital marketing techniques should businesses from small to large be considering?
I’ve been fortunate to be involved in digital marketing for over 25 years now. The opportunities presented by AI recently are the most exciting developments that I have seen in this time, since the early days, where everything from organic search, a website and email marketing seemed a similarly huge opportunity.
This range of projections of advancement in AI presented at Technology for Marketing by Implement AI highlights that we are at a relatively early stage of adoption of AI, with the biggest advancements yet to come as has recently been hinted by the rapid adoption of ChatGPT.
In this post, I’ll summarize trends in real-world applications of AI and tools to consider that are open to any business from small to large. Some of the hottest marketing applications…
Actionable steps to prepare for the future of marketing
Digital marketing today is complex and it’s inevitable it will get more complex in the future as new technologies and platforms emerge. Take the recent rapid adoption and interest in Instagram Threads and Open AI ChatGPT, as an example. Marketers also have to contend with the complexity of the many channels we need to track in our analytics such as organic and paid search, social media, display, and email marketing.
This visualization of the B2B customer lifecycle shows the great opportunities for harnessing different digital marketing channels to encourage lead generation, nurture, and purchase. It also highlights the challenge of managing the always-on marketing activities that need continuous focus to maximize conversion in the face of fierce competition.
Our latest research on digital marketing trends for 2023 to 2024
Each year, at Smart Insights we…
A three-step approach for your retail strategy: stand out and win more retail sales in 2024
It’s no secret that the last few years have caused chaos for retailers globally. To survive you need a robust retail strategy that focuses on long-term and short-term profit for your business.
According to the Centre for Retail Research forecast in July 2021, total retail sales in 2020 will fall overall by -4.6% compared to 2019 (or a reduction of £17,281m). The level of retail sales will not regain last year’s level (2019) until 2022.
With reduced consumer spending, competition for retail marketers converting customers is tougher than ever. Marketers need the right tools, and skills, to optimize a winning digital marketing strategy and cut through the noise to convert even more customers online.
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Of course, the rise of online is another major factor that has influenced the…
Benchmark your use of AI with other businesses
Despite the recent hype around ChatGPT, the opportunities for using AI in marketing are far from new. We have been advising on using AI for marketing since at least 2017 when we first recommended businesses consider these 15 use-cases of AI in marketing.
Yet before 2023, I have been surprised by relatively low levels of interest and use of AI by marketers and within businesses when we have asked in our surveys. Typically in-house use of AI had been at the level of 10-15% of respondents since it seems only the largest brands with Business Intelligence teams could work on their own AI applications. Of course, levels of use are much higher if you include AI in paid media such as Google Ads, LinkedIn or Meta Advertising.
However, with the growth of interest in using…
How to research and optimize strategic brand development. Creating a strong omnichannel brand identity based on research
Brand identity is often misunderstood as simply picking a color palette and a logo. In reality, this is just one element of brand development strategy.
With every market bulging with competitors, carving out a strong brand identity is critical to differentiation and achieving cut through. The concept of building a strong brand identity is therefore grounded in research, and based on a clear understanding of the business, market, competitive landscape, and brand positioning.
It’s more than simply coming up with a name and plastering a logo across collateral. It is a strategic approach to designing an identity that truly reflects the business. It requires a deep understanding of the business values, what it does, and how it wants the world to perceive it.
What is brand identity?
Brand identity is a collective term for all…
What are the most popular free and paid marketing writing asisstant tools using generative AI for creating content?
2023 has been a rare year in marketing, where the latest martech innovations we discuss have crossed over into the mainstream. Of course, this has been prompted by the huge interest in ChatGPT, not only for marketing, but in many other applications.
For 'hands-on' marketers seeking to take advantage of the latest AI-based tools for generating content and copywriting, there are now quite a few options which I'll recommend at the end of the post.
In previous posts, I have reviewed how to use the free version of ChatGPT for marketing and covered the latest updates to ChatGPT relevant for marketers.
Smart Insights Business Members can also read more about how to start use ChatGPT collaboratively in our new Quick Win: How to use ChatGPT for marketing, covering AI marketing planning, strengths and…
How do direct-to-consumer businesses establish themselves in a competitive market? We look at how D2C businesses leverage owned data to reach and engage directly with consumers
In recent years, brands have realized the merits of owned and self-operated direct-to-consumer (D2C or DTC) sales channels. In line with ongoing global digitalization, D2C models saw even further acceleration and greater emphasis.
Direct-to-consumer e-commerce (D2C) sales in the US massed US $128.33 bn in 2021 and have been predicted to increase by 42% to $182.62 bn by the end of 2023.
Clearly, now's the time to invest in your e-commerce marketing strategy. Whether your model is B2B, B2C, D2C, or a mixture - your channels and media will only be as effective as the marketing strategy that ties them all together.
We've got resources to streamline your e-commerce marketing strategy and planning,…
Find out how to use the RACE Framework to optimize a more people-centric approach to marketing for manufacturing
In manufacturing, marketing enables you to connect with both wholesalers and distributors, ensuring that your product reaches your customers.
However, as our target decision-makers are becoming familiar with online models for other products and services, so too must we as manufacturing marketers consider if we are still using the most appropriate tools for the job.
Digital marketing has evolved tenfold in the last few years. And, whilst the adoption of new omnichannel marketing strategies has varied across different sectors, in manufacturing today we are seeing some great examples of a people-centric approach to marketing.
When considering your options for how to market a manufacturing company, the RACE Framework is a really useful system for visualizing customer journeys. As such, the below examples will be structured across RACE.
(Plan) > Reach > Act > Convert > Engage
The RACE…
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 and when 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 $10 trillion by 2030.
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.
Delayed product launches may mean your software won't be received in the same way as it could have been at your anticipated on-time product launch. In some instances, missing the boat here could significantly impact your product's financial viability, despite costing the same amount to…
Keep up to date in the ever-changing digital landscape by integrating these 5 trends in Financial Services digital marketing into your 2024 marketing strategy
Financial Services is both a highly competitive and highly regulated sector. Cost per customer acquisition is high, and encouraging customer loyalty in digitally savvy audiences is challenging given that new challenger banks, neobanks, and aggregator services encourage switchers to seek better deals.
In 2024, Financial Services marketers must continue to tweak their digital marketing strategies according to customers’ emotional motivations for their financial transactions.
If you haven't got an integrated digital marketing strategy, or you're struggling to get buy-in, don't miss my explainer 10 reasons you need a digital marketing strategy.
All the trends listed below offer new opportunities for marketers to tap into known customer concerns. You'll want to sense-check the below, asking the questions about your target customers:
'What are their biggest pain points?’
‘What are they…
