A flow chart to create a marketing technology stack tailored to your business needs

We talk about the importance of using the right digital marketing tools a lot here at Smart Insights. When used correctly, a marketing technology stack can save you time, boost productivity and lead to better marketing outcomes. But with so many martech tools available, it can be tricky to know which tools to use and why. Smart Insights offers a wealth of practical, actionable tools, templates and training designed to create or develop your marketing strategy using data, customer insights, and best-practice. Marketing technology is a huge topic in digital marketing right now, and it's no secret that the age of digital disruption has increased the number of opportunities and challenges for digital marketers in the field. That's where the RACE Framework can come in, helping you make sure all your martech and marketing activities are…

How to strategically manage your marketing spend in 2022 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…

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 also including a focus…

Mapping the most effective AI technologies for marketing across the customer lifecycle in the coming year

AI technology is a hot topic in marketing at the moment, but AI is a broad term covering a wide range of different technologies. Artificial intelligence means any technology that seeks to mimic human intelligence, which covers a huge range of capabilities such as voice and image recognition, machine learning techniques and semantic search. AI will continue to grow in 2022 and beyond. In fact, the global AI revenue forecast for static image recognition, classification, and tagging by 2025 is currently US $8,097. This figure is followed closely by the forecast for algorithmic trading strategy performance management, coming in at US $7,540. Marketers like to wax lyrical about the latest exciting technologies and bang on about AI for image recognition, speech recognition, preventing data leaks, or even …

7 strategies, tactics and tips to stand out. Plan your first 100 days on the job, as a new starter, to make an impact in your marketing career

Starting a new job can be tough. In the first 100 days on the job, not only do you have to contend with the technical side of your role but also your new employer’s culture, politics, processes, and people. Right now, the US is posting 1 million more job openings than there are people looking for work, and the UK sees a record high in job vacancies. With all these shifts in employment, it's likely many marketers will be starting a new role over the next few months, they're not alone. In the US, a new president is often judged on how they perform within the first 100 days in office. Ever since Franklin D. Roosevelt…

Review how to integrate digital marketing into your marketing team's structure through Digital Transformation

The latest Smart Insights research study shows how common Digital Transformation projects or programme are today with 30% already having a programme up & running and 31% planning to within the next year. Yet, digital transformation doesn’t occur overnight. There are a series of steps to go through to get there and the critical factor is the staff. Imagine a world where your Digital Working Party, Digital Group, or Digital Collective is in place, they’ve had several meetings and agreed on an action plan! What’s next? Let's take look at options and examples of how you structure your digital team. Also, crucially, what does this mean in terms of your marketing funnel? We've got marketing tools and templates to support you in building a strong digital strategy, and structuring your marketing team to get the most…

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. You can also use our…

The RACE Framework and PASTA model are complementary models for your marketing communications plan, one is strategic and one is operational, get started today to win more customers

Commercial as well as non-profit organizations, routinely confront these typical questions: Do we need social media? How do we introduce our new website? What can we do to publicize our eCommerce Store? How do we introduce our new product? How will our market share rise? These are five commonly asked questions that require marketing and communications expertise. In this article, we will address 2 complementary models for your marketing communications plan - the RACE Framework and PASTA model. Whether it be a strategic plan, a business plan, a marketing plan, or a communications strategy, marketing communication planning requires systematic, step-by-step development that takes into account elements of all the other types of plans. This article describes the PASTA method, a new roadmap for solving operational…

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,…
It's not too late to revisit 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, 2021 was no different. But don't let that fascination die as we reach the middle of the year! The best marketers are constantly scanning for new digital marketing trends, technology, and platforms, to rapidly 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... In January of this year, I assessed the digital marketing trends landscape to help give recommendations on the digital marketing trends marketers should focus on in the future. It's now time to revisit the top trends and find out what that means for your digital marketing strategy in Q3 and Q4. Review the main trends across our…