What are the essential parts of a digital transformation plan?

Digital or online marketing is any form of marketing that involves using online channels for goals of acquisition and retention. It also includes digital technology and use of data to target audiences more precisely with personalized messages. Since creating awareness and achieving conversion still commonly involve offline channels such as a call-centre or in-store, digital marketing plans need to define integration between channels using techniques like customer journey mapping. [si_guide_block id="104085" title="Download business resource – Digital Transformation Playbook " description="This playbook will provide you and your business with a comprehensive structure to follow, which will help you plan and prioritize transformation activities across different marketing communications in the customer lifecycle using the Smart Insights RACE planning framework."/] The purpose of a digital marketing plan is to define how to compete more effectively with digital marketing. Its scope of a digital marketing plan is typically…

Chart of the Day: What challenges do a successful digital transformation programme need to overcome?

Our latest Managing Digital Marketing Research report showed that many businesses are actively pursuing Digital Transformation with over one-quarter (30%) of businesses already having a transformation programme in place. 33% are planning to start a digital transformation programme within the next 12 months. By its very nature, successful digital transformation requires significant changes to diverse areas including marketing, technology, and skills. This new July article from the McKinsey Quarterly highlights a range of challenges according to a survey of senior respondents in large businesses. It's useful since it highlights the main risks that need to be managed in a transformation project: The biggest challenge featured as the headline and recommendations of the McKinsey article is not digital-specific, but relevant to any large change management project, i.e. Cultural and Behavioural changes. The other challenges…

Chart of the Day: How popular are Digital Transformation programmes?

Our Managing Digital Marketing research reveals many challenges for how digital marketing is run by companies today. Problems included lack of focus on integrated strategy, testing and optimization and structural issues like teams working in silos or lack of skills in integrated communications. To counter these types of problems and so make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place. The chart shows how many are active in transformation. You can see that over one-quarter (30%) of businesses already have a transformation programme in place, with many businesses looking to launch their digital transformation programme imminently. A significant proportion of organizations have no intention to implement a programme, perhaps…

The must-know essentials to increasing your footfall through destination marketing online

If you work in the destination sector, you’ll ultimately be judged on ticket sales. We notice time and time again that the leisure and tourism attractions that smash their ticket-sales targets are the ones that fully understand (and influence) the modern consumer’s reliance on the internet when booking holidays or days out. Today’s consumer will turn to the internet to research where to go, what attractions to visit whilst there, where to avoid, and what events coincide with their stay. It’s your job as a destination marketer to get your attraction noticed during this research stage. This article will teach you how and will include details on how and why you need to... Create buyer personas Work from a content calendar Influence each stage of the buyer’s journey Employ the right tactics Ensure your website is traffic-friendly [si_guide_block id="81120" title="Download Paid Member Resource…

Facebook digital transformation journey is 'only 1% finished'

I recently had the opportunity to visit Facebook’s Dublin HQ for a deep-dive immersion session. The objective was to up-skill everyone in the latest thinking and best practice in digital and mobile marketing from a Facebook/ Instagram perspective and over two days we covered a range of topics, from the rise of mobile video to the evolution of communication. All of the presentations provided some really interesting and valuable insights, however it was the opening presentation that covered Facebook’s culture of innovation that really struck a chord. At first I assumed this would comprise mainly of corporate propaganda, a list of reasons why Facebook is the #1 channel for marketers and ultimately an unassailable force for social good. Whilst there were inevitably elements of this there were also some interesting insights into a company that is a living and breathing example of digital transformation at…

Use our infographic as a visual checklist for planning digital transformation across your entire organisation

Digital transformation is an incredibly complex undertaking, particularly in larger organisations. But given modern consumers' propensity to demand more from brands, it is not optional. Businesses have to become more adaptive and quicker to utilise the latest technology to improve the experience of their customers. If they don't then they'll rapidly find themselves disrupted by more agile competitors since there are so many sophisticated multichannel marketing techniques required today. [si_guide_block id="84595" title="Download Free Member resource – Integrated Marketing 2020" description="10 essential success factors for a joined-up marketing strategy."/] Too often companies recognise these trends but fail to transform successfully. They start a digital transformation process because they feel like they should, but do not integrate it across departments. Worse, they often focus on attempting to use new digital tactics whilst failing to actually develop a cohesive digital strategy. This leaves a mishmash…

How to create a digital knowledge centre which facilitates your digital transformation and helps you delight your customers.

The way brands are being built is being re-shaped. This is in large part due to consumers’ digital habits; by-passing brands completely and opting for the likes of Amazon, Google or Tripadvisor to satisfy their needs and requirements as the tools of discovery for users. So what can brands do when their market may be ripe for disruption? Start with why you exist and how you can migrate your offering, through digital transformation, in becoming a brand of authority and trust. Authority and trust are two key assets brands can build a distinct unique selling point. For brands that operate in a competitive marketplace, how the brand is perceived to a wider audience can be used as an advantage, in becoming a knowledge centre for your industry sector.

Brands as Knowledge Centres

So what is a knowledge centre? It’s…

How workplaces at high-tech social media giants meld work and leisure

According to Edel Mahony's research, from All Systems Commercial Fitouts, there is a new phenomenon called 'Bleisure', referring to the blend of work and personal life, or leisure time and he showcases in his infographic how the big tech giants (Facebook, Google and Twitter) are accommodating this for their workforce through innovative work and social spaces. Google provide free food for their staff (is this for the staff to work longer hours or to keep them sweet?) and nap pods (for late nights or does a quick nap increase productivity?). Facebook's 'Bleisure' code is driven to 'change people's thinking' through their work environment by offering cupcake stores, barbeque joints and workable walkways for fast meetings. Jeremy Myerson, Co-Editor of Time and Motion Redesigning Working Life, sees this new future as the 'new contemporary workforce where the gates never close'. This may not be…

Big trends in tech and digital are set to change how financial services firms market themselves in 2017.

In many countries, the financial sector is facing significant challenges as new online services are created. In some, such as the UK, the government is actively seeking to encourage new entrants such as the new wave of challenger banks Atom and Modem and the incumbents are seeking to upgrade their legacy systems in order to meet the ever increasing expectations of digital savvy customers. In this blog, we explore key trends, latest developments and digital innovations and how they apply to both business and consumer markets ranging from established financial services brands and new fin-tech startups to IFA intermediary market.

AdWords changes affecting financial services

Google AdWords and display advertising, often referred to as Paid Search Marketing or PPC, is not new territory for most financial institutions and still occupies an area of critical importance to…

Marketing agencies need to learn from tech leaders

Having spent ten years spearheading one of the UK’s leading dot com companies to digital success, Dave Heath is now shaking up the agency landscape by taking dot com thinking into agency processes. Dave believes all companies should behave like a dot com; and an agency’s role is to help clients take a dot com approach to gain competitive advantage, especially where technology is core to achieving business goals – arguably in 2016 this is almost every company.

[si_definition title="What is it? Dot Com" description="A dot com company is a company that does most of its business on the internet, usually through a website that uses the popular top-level domain “.com”."/]

Some of the largest dot com companies are undoubtedly leading the field in digital innovation, delivering huge profits as a result. 
Dot coms tend to act differently to multi-channel businesses that have added…

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