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If you can get customers to become loyal to your brand, their lifetime value to your company will skyrocket.

Turning customers into loyalists was once the holy grail of branding: If you can get customers to become loyal to your brand, their lifetime value to your company will skyrocket. Today, fanatics are the new loyalists. They don’t just buy your brand all the time, yours is the only brand they buy, so it becomes an important part of their identity. A loyal customer loves your brand, but they might also buy your competitors’ products half the time. Brand fanatics — like sports fanatics — are fiercely loyal to the point of exclusion. They’ll even turn other items into billboards for your brand by placing your stickers and logos all over their computers, cars, and backpacks. [si_guide_block id="59989" title="Download our Individual Member Resource – Customer onboarding guide" description="This guide will show you how to…

One of the newest tools in digital marketing, messenger applications present a great opportunity for brands to boost their open rates, enhance their visibility, and build a great relationship with customers

Messaging applications are online communication channels that facilitate free, instant messaging between individuals or within groups. Some popular examples include Facebook Messenger, WhatsApp, and WeChat in China. In recent years, companies have started to use these apps to privately share relevant content with customers. So, are messaging apps the next big thing in customer communications? As of 2015, mobile messaging app usage surpassed social media usage for the first time and has continued to grow since. As such, messaging apps have become an essential marketing and communications tool for businesses. Many marketers in 2019 are drawn to messenger apps by their impressive open rate, which is far higher than that of traditional B2C communication methods such as email.

The stats on messaging app…

Millennials want the same thing as every other age group, it's just the channels for delivering it that have changed

They have youth, influence and spending power. They can also spot BS from a mile away, and it’s not easy to win their hearts. EContent even predicts that Millennials – or Generation Y – will "become the world’s most powerful customers". Indeed, it seems that the demographic has reached an important point where its purchasing power is approaching its peak. [si_guide_block id="35932" title="Download our Individual Member Resource – Smarter Instagram marketing guide" description="Our Smarter Instagram marketing guide will help you tap into the consumer activity on Instagram to use it to grow your business."/] It’s also a huge generation, born anytime between the early 1980s and 2000. Of course, there are major differences in life experience and expectations between someone born in ‘83 and someone born in ‘99, but the important…

It’s easier to repurpose past clients than to find new ones

Whether you’re an e-commerce shop, a small "brick and mortar" boutique, or a major retail chain, you should never overlook past customers and clients as a potential source of future revenue. In fact, it’s often easier to remarket to your past clients than it is to generate new business leads. Your past customers are invaluable, in that they already understand your product or service, they have had personal interaction with your brand, and they have likely developed an opinion about your product and its ability to satisfy their needs. As we’ll see, sometimes all that is needed is for your company to re-introduce itself, reminding the customer about your product. Other times, you’ll need to do some harder work, changing customers’ opinions and perceptions about your product and its ability to satisfy their needs. Both of these paths achieve the ultimate objective…

"Consumers have never been so hard to please and marketers have never had as many opportunities to please them", Senior Vice President for Google Ads, Sridhar Ramaswamy

Forrester defines customer experience as, “How customers perceive their interactions with your company”. In a world where consumers have numerous opportunities to choose from, where digital content and products that they’re exposed to, have never been SO immaculately personalised, it’s vital for marketers to keep up with the latest digital and customer experience research. The Digital Trends 2018 report by Adobe  highlights optimizing customer experience as the single most exciting opportunity for the year, ahead of data-driven marketing and creating compelling content for digital experiences. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] Here are…

Consistent connection matters, regardless of the season

Communicating with your customers isn't about waiting for the right moment. It's about reaching them during times of need, times of plenty, and everywhere in between. Take educators, for example. Although most schools make spending decisions in March and April, our "Digital Marketing Trends in the Education Market" report found that educators are actually most engaged during the month of July — when 97 percent of K-12 schools are out of session. If marketers only spoke to educators during the spring purchase period, they'd miss a critical time when educators are ready to consume content. Not only do educators have less time to read and share content during the height of the spring semester, but they also often use the summer months to plan lessons for the coming fall. Without a year-round approach, marketers couldn't truly call themselves educators' partners. Just like educators, other audiences have slower and busier seasons. They go in and…

CXJM is essential to help you lay down your plan of attack and start realizing the opportunities for delivering against customer experience objectives

It's no secret that most marketers are on the same trajectory and curve when it comes to Customer Experience. Although some are further along the journey than others, almost all are heading towards the common goal of achieving a single customer view. Therefore, most will have also had some exposure to Customer Experience Journey Mapping (CXJM) in some way, shape or form. As an approach, CXJM is essential to help you lay down your plan of attack and start realizing the opportunities for delivering against customer experience objectives. When conducted properly, the process will give you a better understanding of what the experiences of your customers really are and how you can start to plan effective communications around them. Part of my role is now leading the entire Journey Mapping process…

Why the marriage of technology, data, and creativity allows brands to foreground the consumer experience and drive greater sales results

More than most marketing strategies, direct marketing remains largely stigmatized. Mention it to most outside of the discipline, and truckloads of snail mail overfilling people's mailboxes come to mind. But direct mail and direct marketing are not the same thing. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] Direct marketing is about driving business results. No matter the platform, any time brands communicate with a potential consumer — such as using an augmented reality platform targeted at Millennials to drive insurance purchases — they are actually using direct-response marketing. Today, the convergence of data, technology, and creativity are opening new direct-response avenues that, while highly successful, are still largely untapped by many brands. After years of being the…

Chart of the day: How can latency be applied to other sectors to understand engagement and to design lifecycle communications?

I don't see latency talked or written about much, so I was interested to see this new research from Monetate that shows average latency between purchases. So, what is latency in marketing? I think latency is best defined in the context of the customer lifecycle, that is: "Latency is the average time it takes between different lifecycle events for different groups or cohorts of customers". In this research, to measure engagement, Monetate looked at how frequently customers began a new session within a set time period, specifically the number of sessions and the number of days it took for a customer to complete a purchase. For first-time customers, the baseline latency from the first visit is an average of 25 days and 3.5 sessions to complete a purchase. Here is the latency for repeat…

67% of companies that don't hit their multi-year Black Friday average will fail to hit their multi-year rest of the holiday season average

The days are getting shorter and all of the decorations are out. You know what that means. Pumpkin and maple flavored everything and your massive holiday season to-do list just became more urgent. The NRF 2017 Holiday Playbook reports that more than half of holiday shoppers start researching potential purchases in October or earlier. With the holiday shopping season fast approaching, there is no time to waste. eMarketer expects digital commerce to climb 15.8%, even while total retail growth will slow this holiday season. Make sure your eCommerce engine is firing on all cylinders because there is a lot at stake. …

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