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Basic marketing principles may remain the same but the digital marketing skills and tools you need to thrive in the workplace are constantly evolving. How can tomorrow's digital marketers future proof their marketing skills?

Preparing for a job in the marketing world tomorrow will be vastly different than it is today. While the basics of marketing may be the same, the digital marketing skills and tools you need to analyze, create, and implement marketing campaigns continue to evolve at breakneck speed. 74% of marketing executives recognize that marketing organizations face a critical talent shortage due to a lack of digital skills. In other words, there’s a huge gap in what they need to know and what they actually know. To cope, nearly half of the executives said they'll focus more on recruitment; 40% said they'll focus equally on recruitment and reskilling of their existing workforce. This represents…

Strategic marketing is a key part of ensuring you achieve your business growth goals. Lead your team to accelerated growth through digital marketing

It has been a challenging year for marketers, with market uncertainty, reduced budgets, and huge shifts in the marketing mix. One common element for all businesses is a renewed focus in 2021 on digital marketing to accelerate business growth. SME marketers familiar with the 5 stages of business growth, first coined in the Harvard Business Review in 1983, can cite the stages as: Existence Survival Success Take-off Resource Maturity Notably, success takes the form of both Success-Disengagement and Success-Growth. The strategies outlined below support owners/marketing managers during the Survival, Success-Growth and Take-off stages of their business lifecycle. Large companies or corporations are typically more removed from the 'survival' mindset, although of course this year that has sadly not been the case for all. Rather than starting from scratch, …
Review these digital marketing innovations to identify opportunities to improve leads and sales There is always a huge interest in digital marketing trends and innovation in marketing at the beginning of the year. And rightly so, since reviewing innovation in digital marketing, technology, and platforms for the year ahead can help marketers identify new opportunities that agile businesses and marketers can tap into... if they're looking in the right place and know the right questions to ask... Each year, for the last ten years, I have assessed the digital marketing landscape to help give recommendations on the digital marketing trends marketers should focus on in the future. In this year's guidance on the Smart Insights blog I will cover what I see as the main trends across our RACE customer lifecycle framework which defines 25 key digital marketing activities that can be harnessed by businesses to drive growth through: Improved reach via…

Mistakes happen but there are many that can be avoided when it comes to digital marketing plans. Being aware of common mistakes helps you improve digital marketing

Even the top marketing gurus can implement bad marketing strategies if they don’t pay attention to the nitty-gritty, unspoken rules. While they may look good on paper, even the smallest mishap can completely derail favorable results. In this blog, we will cover 5 areas where you can improve digital marketing performance. Pay attention to these errors so you can best educate your teams and adapt your strategies to avoid dicey marketing situations. Although you might think you’ve heard it all when it comes to managing marketers, it always pays to look for the weak spots in your goals and plans. Without further ado, let’s dive into 5 examples where you can improve digital marketing...

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1. Your strategies cross the line between informing and spamming

Although we…

Good digital marketing isn't just about creating content, you also need to review your performance to see where it can be improved

How often do you review your marketing performance? Creating great content for the various channels you use for your marketing campaign, whether they be social networks, your website or blog, or any other channel you’re using to connect with your audience, isn’t really enough to get you results. [si_monthly_campaign_blog_cta_banner id=156432] The only way to continue growing and evolving is to constantly improve and optimize your marketing strategies. In order to do this, you need to review your marketing performance, consistently. Our Content Marketing Learning Path supports members to plan their approach and increase the effectiveness of their content marketing activities with practical skills development and resources to measure and benchmark their success.

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In this blog post, discover why reviewing marketing performance should be at the top of your priority list in 2021.

When…

How to strategically manage your marketing spend in 2021 with 8 integrated marketing budget templates

Setting strategic and channel direction, working toward commercial objectives and KPIs and monitoring success is great, but if you're not tracking your ROI per channel it's hard to understand how much money you've had to spend to see a return. That's why you need a practical, accessible marketing budget.

How much budget is allocated to marketing?

According to the February CMO survey, marketing budgets were expected to grow 6.7% in 2020. However, the July edition found the real-term figures had shrunk in the wake of the pandemic and global recession, equating to a rise of 1.6% in marketing budgets overall over this year. In a competitive environment for marketers, reporting and forecasting marketing spend is more important than ever. Meaning if you can't prove a tactic has been successful, it will be even more difficult…

Pharma blockchain technology is a decentralized and distributed pharmaceutical and healthcare ledger system, where transactions are permanently recorded

Across the world, many people relate the word "blockchain" with cryptocurrencies, such as Bitcoin. However, gradually, this technology is being explored in different supply chains, including pharma blockchain. In simple language, pharma blockchain technology is a decentralized and distributed ledger system, where different transactions are permanently recorded. According to Deloitte, blockchain is a shared and unchallengeable record of peer-to-peer transaction blocks that are stored in a digital ledger. [si_monthly_campaign_blog_cta_banner id=155084] As there is no central authority in the system, all the records and transactions are being stored and shared across all network participants. In addition to this, Blockchain uses the data structure in order to ease the way we make transactions. Apart from the healthcare industry, blockchain technology helps many other industries, including e-commerce, education and manufacturing, allowing companies to keep a permanent…

Evaluating technology options for innovation in marketing - do you know your Hype Cycles?

If you're involved in marketing strategy development, you will be constantly making judgements and doubtless reviewing with colleagues which digital technology innovations are most relevant to your organization. In this article, we compare different examples of the well-established Gartner Hype Cycle tools which serve to highlight the adoption of new technology services within marketing technology. Gartner publishes many different hype cycles reviewing the adoption curves for different types of technologies, but as a digital strategist, I am most interested in those focusing on marketing technologies. A summary of the report with the infographic is published annually and I have been monitoring them and sharing them for over 10 years in this post.  You can compare the newest to the latest at the end. The methodology is described later in the post. Through the updates you can see how technology…

A digital marketing team management tool to help marketers of any level make long-term professional development plans for their career

Whether you are looking to plan your future career or are managing a team, it’s worth having an idea of the latest career opportunities in digital marketing. That’s why we’ve created our Digital Careers Family Tree, so you and anyone on your team can see potential career paths and establish the training needed to reach the next level of career progression. [si_guide_block id="21593" title="Digital marketing job description templates and role definitions" description="This guide provides a range of practical job description templates for 15 key digital marketing roles to support companies in the recruitment of digital marketing specialists to resource digital marketing activities within their team structure."] One of the joys of the digital workplace is how many disciplines that can fall under an individual…

How to define an appropriate budget for digital transformation - one that’s realistic yet takes into consideration the aspirations of and opportunities available to your organization

This a difficult balancing act, and never more so than for digital transformation projects. Here, we share some tips to deliver you a budget that effectively serves your transformation aims, helping you maximize the impact of your initiatives. With so many different moving parts, digital transformation projects require a rock-solid foundation from which to build - including a budget that accurately reflects the scale and complexity of the initiative, while remaining achievable and realistic. However defining such a budget - not to mention getting it signed off - can be challenging. We’ve all heard the horror stories of projects going over budget, stalling, or even being abandoned altogether. If you’re currently in the early stages of your digital transformation journey and want to avoid a similar fate, this…