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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.

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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…

The importance of creating and using a digital marketing plan to support digital transformation and company growth

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 grow and engage their audiences effectively. If your business doesn't have a 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.

The challenges of creating a digital marketing strategy?

In my experience, a common challenge is where to start drawing up your digital marketing plan. I think there is a fear that a massive report is required, but we believe that lean planning works best. Your plan doesn't need to be a huge report, a strategy can…

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 from 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…

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.

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What is a business plan?

A business plan…

Does your organization have a clearly defined digital marketing strategy?

Our survey of digital marketers this year found that many businesses still aren't taking a strategic approach to digital marketing. In our Managing Digital marketing research in association with the TFM and the E-commerce expo, we asked last year "Does your organization have a clearly defined digital marketing strategy?", and only 51% of the respondents said yes! [si_guide_block id="43709" title="Download our Individual Member Resource – Managing digital marketing in 2019 research report" description="Our research report explores the approaches businesses use to plan and manage their investments in digital marketing."/] This year we wanted to see if people are getting better at thinking strategically about their digital marketing objectives and putting that strategy into action. We asked anyone who works in digital marketing to take our survey on managing digital marketing, which we ran in partnership with the B2B Marketing Expo and the Marketing…

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: Technology adoption strategy for enterprise environments worldwide

Digital Transformation was the hottest topic of 2017 in the tech world, and the 2017 IDG Role & Influence of the Technology Decision-Maker Survey showed that organizations were doing more than just paying lip service to that concept. An overwhelming 93% of the 752 IT and business decision-makers surveyed said digital business transformation is on the agenda at their companies, with more than one-quarter already having adopted a “digital first” approach within their organization. Organisations on a programme of continues improvement, often require the adoption of new strategies and technologies that modernise, integrate, and consequently streamline every touchpoint for customers, employees, suppliers and more. In doing so, the organisation reduces friction and thereby also increase the perceived value of their organisation. The adoption of new technologies can mean either completely replacing existing technologies, upgrading existing technologies, or adding to existing technologies. This depends…

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 guide written by Rene Power and I for Smart Insights Business members. We originally published a similar infographic…

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.

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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…