Examples of digital marketing tools and techniques to give you an edge in the year ahead

Well, we’ve nearly made it! For years I’ve been looking to the future, predicting how innovations in digital media, platforms and technology will shape marketing in 2020. The cutting edge examples certainly show the exciting opportunities available - there is almost too much choice… In this article, I’ll explore five key trends based on examples and research on the adoption of the latest marketing techniques and technology marketers can use. Now we’re nearly at 2020, we can see the huge impact that digital marketing has had. Looking at advertising alone, these eMarketer predictions show how the duopoly of Facebook and Google dominate paid media investments online, although offline media buys remain important for many larger brands.

Trend 1. Lifecycle marketing

Although it’s often said that the…

Three ways to drive better collaboration within the workplace

As the modern workplace has become increasingly dynamic, digital and cross-functional, effective collaboration across individuals, teams, and companies has become increasingly important. A Stanford research study from 2017 found that collaboration can improve workplace performance. Participants in the research who were primed to act collaboratively persevered at their task 64% longer than those working alone, whilst also reporting higher levels of engagement, lower fatigue levels, and a higher success rate. [si_guide_block id="17140" title="Download our Business Resource – Digital marketing team structure" description="The aim of this template is for you can compare these structures to your current situation to help plan future changes."/] However, collaboration can also present challenges. A 2016 research paper from Harvard Business Review indicated that the amount of time managers and employees spend on collaborative work has ballooned. At many companies, people now spend…

The importance of creating a team and culture that thinks differently

Consider the marketing campaigns, advertisements, PR stunts and billboards that have caught the public’s imagination over the years. Whether it’s the Conservative party’s ‘Labour isn’t working’ poster, Benson & Hedges’ ‘Iguana’ ad or the Cadbury gorilla, they all have something in common: they offer something completely different from what had come before. In today’s noisy and crowded media landscape, it’s arguably never been more important to think differently. Yet despite the vast number of ads we’re confronted with every day, people dislike advertising. This study from Kantar asked a representative sample of consumers how they felt about advertising.…

Implement these suggestions to enter into your WebOps role smoothly

Congratulations! You’ve been hired as your company's new website operations manager, but you might be wondering what exactly your role is. While some companies use an agency relationship to fill this job, they are increasingly hiring employees in-house to assist with this vital source of content and commerce. As a website operations manager, you are responsible for your company’s websites and WebOps (aka DevOps for websites). Tasks involve creating and editing content, installing security updates, addressing any bugs or website-related concerns, monitoring and optimizing web performance, translating content into other languages, and eliminating technical debt if you are inheriting an older website. [si_guide_block id="117459" title="Download our Free Resource – Marketing careers and skills development workbook" description="Our guide shows you how to map out your personal short-term and long-term goals, become more productive in your day-to-day work, identify your key…

How a digital product manager can bring leadership and organization to your business

The role of a digital product manager can encompass many tasks. Traditionally, the role oversees the entire life cycle of a product, from defining the scope, building the technology, creating a great customer experience and acquiring customers. However, these specific tasks can vary from company to company. [si_guide_block id="117459" title="Download our Free Resource – Marketing careers and skills development workbook" description="Our guide shows you how to map out your personal short-term and long-term goals, become more productive in your day-to-day work, identify your key motivators, analyze your digital marketing skills, how to leverage your strengths, and understand the different paths you can take to reach your goals."/] To get this work done on time and on budget, it means managing a cross-functional team, including the design team, development team, marketing, and others.

Product manager responsibilities

A digital product manager is responsible for the…

Three key insights from the UK Government’s latest report on employers’ demand for digital skills

Regular readers of Smart Insights know all too well the importance of having an up-to-date digital skillset. In today’s age of the internet and social media, it’s become more important than ever for employees to have a sound working knowledge of digital in an ever-growing digitized economy. The UK government has recognized the need for a digitally literate workforce in our modern economy and the Department for Digital, Culture, Media & Sport commissioned a report, conducted by Burning Glass Technologies, to provide an overview of digital skills demand and to help inform the development of evidence-based digital skills policy. [si_guide_block id="117459" title="Download our Free Resource – Marketing careers and skills development workbook" description="Our guide shows you how to map out your personal short-term and long-term goals, become more productive in…

Andy Dorling, General Manager of the DMA’s Institute of Data & Marketing discusses some of the key skills that marketers and business leaders identified as being important to marketing teams and business success in the future.

The future of intelligent marketing will not just be dependent on organizations investing in the latest technological advancements or adhering to regulations like the GDPR. It will require skilled marketing teams to innovate, interpret data, engage with customers and communicate the latest trends to senior management in order to develop effective marketing strategies. Perhaps even more importantly, it will require business leaders that acknowledge the importance of having a diverse, skilled workforce and who are willing to invest in career development for a range of technical and soft skills.

Data-related skills continue to grow in significance

It is hard to imagine any marketing role that will not be driven by a need to use data to develop the…

5 Reasons to consider a life as a T-Shaped Marketer

There has been much talk within digital marketing of the necessity for Marketers to broaden their skill-sets and to embrace and learn the wide range of digital channels (40 in this count) to reach and engage with your audience. The approach of developing a range of marketing skills is known as T-Shaped Marketing. T-Shaped Marketing refers to: a Marketer that has broad knowledge covering a wide range of digital tactics with in-depth knowledge in 1 or maybe 2 specific areas. This diagram from Moz shows the principle with a focus on SEO within digital marketing tactics.

This diagram from Search Engine Watch also explains the principle, here with the focus on Content Marketing and…

As consumers are offered more, they also demand more from brands. Using AI strategically is the key to rise to that challenge.

Even successful brands know how hard it can be to reach their target audience at exactly the right moment with exactly the right message. Consumers just have too many ways to interact with your brand, ranging from their phones to their tablets to their laptops. They’re bombarded with messages on email, social media, and search engines. It’s not surprising, then, that a study from Kantar found that more than half of consumers are totally apathetic toward advertising content and 70% see the same ads over and over again. A paltry 11% actually enjoy advertising. Your brand has to rise above all the noise in the marketplace to catch consumers' attention. [si_guide_block id="87369" title="Download our Business Resource – AI and Machine Learning for marketing" description="The guide aims to help…

As AI continues to advance, so will the ability to use it to improve digital marketing strategies and provide valuable customer insights for companies

With the ability to collect data, analyze it, apply it and then learn from it, AI is transforming digital strategies. As it continues to advance, so will the ability to use it to improve digital marketing strategies and provide valuable customer insights for companies. It is indicated that artificial intelligence is indispensable in future digital products, especially in the digital marketing field. From the movie "The Matrix" to the Google AI, from the humorous and smart Siri to Tesla's self-driving car, there are more and more enterprises that are implementing AI in digital marketing for their businesses. Artificial intelligence is changing the future of digital marketing.

What is AI?

According to Wikipedia, the term "artificial intelligence" is used to describe machines and computers that mimic "cognitive" functions that humans associate…

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