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Marketing departments are spending more online than all other channels combined to drive qualified traffic to their websites

There’s a chasm between UK retailers’ use of AI for marketing and the adoption of AI by UK retailers to optimize merchandising opportunities on their websites. Marketing departments are spending more online than all other channels combined to drive qualified traffic to their websites. In the process, they are embracing artificial intelligence (AI) in the form of machine learning and predictive analytics, to automatically sniff out and signpost the most likely converting customers. [si_guide_block id="137727" title="Making the case for AI in online merchandising" description="Read our full report, written with Apptus, about how AI can supercharge your online merchandising and transform your internal team."] I find it baffling that once those marketers have taken the horses to water, their merchandising colleagues are limiting the amount of water they are allowed to drink. Many merchandisers are just too…

In its recent comparative advertising campaign, Google promotes its Pixel 3a model as a cheaper and higher quality choice over Apple’s XS, putting it side-by-side with the Apple product in a face-off of the tech giants.

Why beat about the bush in advertising when you can directly compare your own product to a competitor’s higher-priced and (in Google’s opinion) inferior one? We’ve seen examples of this kind of advertising for many years, from supermarket chains’ regular competitor comparisons to the “Get a Mac“ campaigns of the noughties. It appears that Google felt it was high time that this time round a company went after Apple. Indeed, Google has set its sights on Apple, with billboards and video ads from the Alphabet-owned company claiming that the Pixel 3a provides better quality low-light photography at a fraction of the…

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

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 maximise 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 post shares practical…

Using capability maturity models to review digital readiness and set targets for digital transformation

We've been adding to our visual tools to help all members assess how well their businesses are adapting to using digital media and technology as part of Digital Transformation. We have collected these visuals together in a single download so that you can easily review them and print the most relevant for you. [si_guide_block id="55897" title="Free member download – Digital Marketing Benchmarking Template" description="Score your business on this simple five-point scale to identify techniques you can use to improve your digital marketing overall and for the core channels and techniques including SEO, social media, email marketing and conversion rate optimization."/] We hope you find these visual tools inspire you to make improvements to your digital marketing - let us know if you have any comments or suggestions.

What is the 5 point…

AI has enabled online merchants to automate tasks with much more accuracy and efficiency, making it an indispensable asset to their business model

From self-driving cars and voice-operated appliances to machine learning tools and smart virtual assistants, Artificial Intelligence (AI) has a bearing on everything. While the e-commerce market has remained subject to numerous technological interventions in the past, AI has had the biggest impact so far. AI’s influence on online businesses has been the most significant development for e-commerce in recent years. Through AI applications, the e-commerce industry has progressed in leaps, allowing online merchants to reduce the costs associated with marketing, administrative, and management. Moreover, AI has enabled online merchants to automate tasks with much more accuracy and efficiency, making it an indispensable asset to their business model. According to industry experts, AI will rank in the top five investment priorities for more than 20% of CIOs by 2020. From its…

Opinion: A writer writes, a marketer reports? - The lazy day approach to not knowing how your role is integrated with the full marketing mix

How many digital marketing skills do you think you have? Do you think you're employable if you only have one specialized marketing skill? You're really good at it, you get results and you know that channel or tactic like the back of your hand. But you don't know how it integrates with what your colleagues are working on, the bigger business goals, how it contributes or improves the full customer lifecycle, or even how to do the most basic reporting. Every marketer should be able to do the most basic of reporting on their work. You don't need to report on all business finances, all channels of marketing and map these together to produce a beautifully formatted customer lifecycle map with every touchpoint and metric of performance on there,…

Marketers can no longer afford to make 12-month marketing plans and review them annually. The agile approach of marketing enables them to review the performance of their campaigns every 2 weeks, recalibrate the process and iterate accordingly

There was a time when marketing was fairly simple. If you covered print, radio and television, your marketing campaign was in good shape. Marketing plans were made annually and were rarely changed. With those simpler days gone, marketing is evolving at a supersonic pace. Most marketers still work on quarterly plans. However, in this digital world, a lot of change happens in 90 days. Marketing teams need to respond accordingly. For example, team one measures, iterates and recalibrates their process every two weeks instead of a quarter. Team two only adjusts their plan every quarter. Team one is 543% faster and delivers 6x more often. Sounds efficient, right? While agile methods deliver at this rate, traditional marketing won’t allow you…

Businesses will always need specialist digital skills

So, Mark Ritson believes it’s time to shut down digital marketing teams for good. I disagree. Why? For the simple reason that for businesses to compete, digital marketing demands excellence in specific digital skills, which are integrated throughout marketing. For me, larger businesses need a core digital team or Digital Marketing Centre of  Excellence to ensure that digital marketing investments are prioritized and the latest techniques are used to ensure businesses can compete through digital marketing platforms, such as Facebook, Instagram, Google and LinkedIn, which influence so many purchases today. [si_guide_block id="81859" title="Download our Free Resource – 10 digital marketing megatrends 2019" description="This free guide for all members shows how your business can get an edge by reviewing 5 key types of marketing trends and specific digital marketing techniques which will help your business become more competitive."/] I'm not saying that marketing…

Virtual Reality is still in its infancy as a marketing technology, but it is about to mature

The demand for virtual reality experiences is growing — and not just among gamers and early adopters. Contrary to initial speculation, widespread use of VR isn’t dependent upon top-of-the-line head-mounted displays. Thanks to the ubiquity of smartphones, average consumers can now get in on the VR fun — and marketers should be paying attention. VR will disrupt every sector, and brands that hope to reach Millennials, in particular, need to make use of this new platform. Young people prize experiences over material products, and virtual reality presents a way to fulfill that demand. [si_quick_block id="79375" title="Marketing technology and media innovation guide" description="Learn how Virtual Reality, and other emerging technologies, could be used in your digital marketing strategy to improve your customers' experiences with our marketing technology and media innovation guide."]

Where the Physical…

Blockchain technology is a decentralized and distributed ledger system, where different 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 the healthcare industry. In simple language, 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. 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,…

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