Why use a framework to create an integrated marketing strategy?
I believe that implementing a digital marketing strategy framework to follow is essential to ensure the success of your integrated marketing strategy. Importantly by agreeing on a marketing plan structure during the planning phase, you can ensure the buy-in from your team and business to support your integrated marketing strategy.
Applying a strategic framework creates a system to make your plans easier to understand and gives a way to assign specific metrics to monitor, manage and measure the performance of your integrated marketing strategy.
The RACE Framework
We've created the RACE Framework and subsequent RACE marketing training to empower marketing leaders to take a data-driven, customer-centric approach to planning, managing, and optimizing their marketing strategies. By using this structure for your planning, you can integrate all your marketing activities across your key omnichannel customer touchpoints, to strengthen your reach, interaction, conversion, and engagement.
Digital marketing is more important than ever. Take steps to create or improve your marketing strategy today to accelerate your results
Where do you start if you want to develop a digital marketing strategy? It's still a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don't have an integrated plan to support digital transformation and company growth, and engage their audiences effectively online.
If your business doesn't have a strategic marketing plan you will suffer from the ten problems I highlight later in this article and you will lose out to competitors who are more digitally savvy.
For each of the ten problems, I will also recommend marketing solutions and next steps to help you optimize your marketing strategy to win more customers.
What is digital marketing?
Digital marketing, specifically, refers to 'Achieving marketing objectives through applying digital technologies and media.'
Who in the agency should work on discovery and how can you convince clients it should be paid for?
In the Smart Insights Agency Guide to Discovery, I suggest a checklist of the areas you might explore as part of a discovery process for clients. But is a guide needed, we all know what ‘discovery’ entails, don’t we?
If you search Google on the agency discovery process, you’ll get between 35M to 75M results, depending on the phrase you use. In any case, that's seemingly a huge number of agencies or training providers talking about discovery. So you may think it’s a well-understood topic.
But from my direct experience and conversations over the past few years with industry contacts, there’s still some uncertainty within agencies around three areas:
What should be examined, which stones turned in the process?
Who is best to carry out this activity?
Can an agency charge for what can be…
What are the essential parts of a business plan template?
Understanding and creating different types of marketing plans and knowing when they are needed is essential to creating a thriving business. But it can be difficult to know which type of plan to use when and how best to structure them. In this article, we look at the essential parts of a business plan and show how to lay it out.
Our new, free PDF download detailing the different types of marketing plans will help you structure different types of plan and gives recommendations on how to make them effective.
[si_guide_block id="95323" title="Download our free PDF download – Understanding different types of marketing plan guide " description="This download and our other free templates is for anyone who wants to improve their knowledge of marketing planning with a few to gaining more senior roles."/]
What is a business plan?
A business plan…
Don't get left behind with your Digital Marketing Strategy, follow these 7 Steps to Brilliant B2B Marketing!
Many Business-to-business (B2B) companies are already successfully getting great results using digital marketing tactics like SEO, PPC, landing page creation, social media and email marketing linked to a CRM marketing automation system or a simple email autoresponse system.
But often, B2B organizations are not getting the most from today's marketing since they don't have a planned approach based on an integrated inbound marketing plan. To create an infographic showing the latest research on how companies are using inbound marketing, we've researched how B2B companies are using digital marketing. The results across different studies show that while many companies are delivering brilliant results, many could do more.
Our updated infographic shows a planned approach based on our B2B digital marketing planning workbook.
We originally published this infographic back in 2012 when a longer guide was available, but we hope…
Attribution, publisher transparency, behaviour, and segmentation are all key features
Retargeting is often seen as a quick win when it comes to digital marketing; simply re-engage with people who didn’t convert and optimise accordingly. With the 5 tips below, you’ll be able to drive more efficiency and growth from your retargeting activity.
[si_guide_block id="111366" title="Use our Quick Win – Media attribution analysis and modelling in Google Analytics" description="Not familiar with media attribution? Learn how to use digital media attribution in Google Analytics with our dedicated Quick Win. In just 30 minutes, we will walk through how attribution models in Google Analytics assign credit to conversion and how you can create your own attribution models."/]
1. Use Attribution to measure the ROI of your campaigns
To gain a true view of the performance of your retargeting activity, you must measure it within an analytics or attribution tool. This will allow you to see the…
What can an ancient text do to help your digital marketing?
Sun Tzu's The Art of War is a widely studied piece of literature, so communicating its principles from reading it feels a little like learning to drive a car by watching a movie with a car chase in it.
What I'd immediately remembered (from reading it 9-10 years ago) was that the book itself is short and powerful. Each chapter layers onto what was taught in an earlier chapter.
Despite the title indicating otherwise, it's part science and part philosophy; it centres around the idea of winning without conflict, by competing based on position, not through 'warfare'. This is immediately powerful and relevant to marketers with experience in brand or marketing strategy.
I think that you can summarise the whole book (very crudely) with two questions:
How do I use information that is available to…
What's needed for marketing success?
Getting the most from the many marketing opportunities available today is challenging because of the pace of change and continuous hype.
In creating our new site, we wanted to offer advice which is structured to help all marketers focus their efforts. The blog format has a weakness that although posts are engaging, it's difficult to see the big picture of how they relate. To create structure we've created a series of 200 free quick guides "Hub pages" within our RACE framework to help introduce the main tools and techniques available to today's marketer. We've picked out some of these Quick Guides below.
Our 10 success factors
Dan Bosomworth and I went "back to basics" to work through what is needed for success. We've set out this in this manifesto. This is what drives us, what we advise, what we think gives companies a marketing edge. We'd like to…
Chart of the Day: 39% of marketers don't think their organization's marketing strategy is effective
Having already looked at top priorities in organizations, marketing and sales priorities and challenges, it is now time to address whether above all else marketers feel marketing is effective.
Seems ridiculous to think that marketers think marketing is not effective. Almost a whopping 4 in 10 (39%) of respondents believe that their organization's marketing strategy is not effective. This might be due to them not using and utilizing the correct marketing model that suits their business objectives and goals. You also need to integrate a variety of platforms to gain a wider audience reach, using just one model might not be effective.
Do you feel that your organization's marketing strategy is effective?
One respondent commented:
The most disruptive force to affect my job in the next 3-5 years is the lack…
Marrying logic and magic pushes campaigns beyond the marketing noise
Today’s savvy consumers require authentic connections at precise points in the buying cycle. Brands that fail to consistently hit that mark will struggle to keep up. Instead of adding value, they end up just creating a busier, more confusing market. Finding these key points of connection requires you to get serious about data.
[si_guide_block id="37500" title="Download business resource – Managing customer data to improve ROI " description="Data is a vital element in any marketing initiative and the ability to access, understand, trust and utilise the information contained within your many data stores is an essential requirement for any business."/]
Nevertheless, data without a vision is like a bad teacher just quoting the textbook: It’s all there, but there’s no meaningful connection. Additionally, bad data costs the typical company up to a fifth of its revenue each year. It takes a human vision…