Although organic search and social media are really appealing for for gaining visibility and traffic online at low-cost, they are often lacking in control and fiercely competitive. What's more, the big-six platforms like Facebook, Google, Instagram LinkedIn, Twitter and Youtube are looking to monetise their platforms, such that they are becoming 'pay-to-play' if you want to maximize visibility and response. We believe that to maximise the effectiveness of your online marketing, all businesses should review the paid media options available which we feature in detail in our digital media 'cheatsheet'.  If you don't advertise online already, we recommend you start with Google AdWords or Facebook while larger businesses will want to explore the Programmatic options.…
Marketing technology offers fantastic opportunities to grow your business using 'cloud services'. Yet with thousands of competing vendors it can be difficult to know which are the best solutions to form the 'martech stack' for your business. To help simplify your decisions about technology and create a long-term roadmap, Smart Insights offers members a range of resources to help you review your current and future use of marketing technology. These are structured around our RACE planning framework for the customer lifecycle, so it helps you take martech decisions based on marketing and customer communications needs. Our resources will also help you define the best marketing technology stack; the combination of different software services or tools used to run all marketing operations including customer acquisition, conversion, retention, team communications and to deliver market insight and reporting. In this toolkit we have a guide to the latest innovations across sectors and also sector-specific guides exploring the latest applications of innovation in…
Developing plans and strategies for marketing today is the most challenging it has ever been. There is an incredible and increasing choice of interactive devices, platforms and channels that potential customers use from smartphones and tablets to social networks and search engines. Investment in traditional channels such as TV, Print and Radio is declining, but they remain an essential part of integrated campaigns for many businesses. Yet the fundamentals of marketing planning remain the same. Regardless of the channels available we need to research customer needs and define a strategy develop winning brand propositions for different target segments and communicate them effectively. That's why at Smart Insights we have a dedicated toolkit and downloads to help you create an integrated marketing strategy.…
Running international marketing campaigns gives a fantastic opportunity to gain leads and sales globally. But it also adds complexity and additional challenges to every single market activity. From coordinating activity across multiple languages, tackling differing levels of brand, product or service awareness, social and cultural market differences as well as the demands of managing an international team. These are just some of the challenges that marketers need first to understand and then deploy the tools and techniques at their disposal to tackle them. Digital media and technology give you the opportunity to get your message across in different markets, but you need to work extra hard to deliver relevance for your international visitors. We can show you how, without you having to learn the hard way – through errors.…
Since marketing today changes so rapidly and gets more complex, this gives businesses with the right processes and skills an opportunity to get an edge on their less savvy competition. It’s important that you have the right digital marketing skills inside your business, but equally important you don’t create silos of separate digital marketing specialists and marketers. Our Managing Digital Marketing Teams toolkit will step you through the options for a more joined-up approach. The resources in it review alternative team structures and give you job descriptions to help you recruit and build the right types of skills.  We also show how to set up a Digital Marketing Centre of Excellence (DCoE) with 18 tips on implementation success.…
Businesses that use a reactive, tactical approach to digital marketing communications may get some success thanks to the power of digital channels like search, social media and email marketing. But to scale your reach, maximise conversion and loyalty you need a more strategic approach integrating communications from different channels. Our lifecycle marketing resources will help you follow this more joined-up approach.…
Today, the websites for charities and other Not-for-Profit organisations (NfPs) are a vital communications channel to inspire and engage, raise funds, provoke discussion and services. The challenge for charities in using websites, social media and email marketing, perhaps more so than any other type of organisation, is to simply convey their propositions and encourage engagement given the range of audiences and organisation objectives. With short dwell times on each web page, you need to make your proposition and online offerings immediate and compelling. If you work in marketing for a charity, the Smart Insights toolkit for charities has specific advice and examples from leading charities for on not-for-profit marketing.…
So much is written about best practices for online marketing, whether it’s search, social media marketing or web site design. Yet the bigger and we think, much more important picture of online branding gets so little attention, we think it’s almost criminal… Getting online branding right is especially important for consumer brands in sectors such as household products, food and beverages, but other sectors too can gain from enhancing their online branding. Our online branding toolkit will show you how to improve your online branding and online value proposition using a structured brand audit.…
Have you noticed how most advice and case studies of marketing in books and blogs, focuses on the Big Brands with their Big Budgets. Yes, every business can learn from the heritage of these brands, but it’s a very different world from that for small businesses where budget is limited and every cent and penny of investment matter. Whether you call them SMBs as in the US or SMEs as in the UK and Europe, those responsible for marketing startups and small businesses have one thing in common. They're short on time, resources and budget. Fortunately, online marketing gives some fantastic low-cost or free options for marketing on a budget to gain traction for your growing business. Well-known low-cost options include rapidly creating a website or landing pages using an open source platform like Wordpress or harnessing social media or search engine optimization and content marketing.…
The increase in consumer demand for online purchases will fuel future revenue growth across all B2B and B2C transactional E-commerce sectors from retail through financial services to travel and more. The question for you, is how will you maintain continued growth in your online and multichannel sales as your competitors improve and online competition increases? This is where Smart Insights can help fuel the growth of your business and your personal knowledge by giving you and the marketing, trading and design teams the knowledge and skills to compete. The resources available in our E-commerce and retail toolkit and Marketing Technology and Innovation toolkit includes sector-specific advice and examples on how to exploit digital media and technology if you work in these sectors.…

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Free Paid media template

Solve your Paid media challenges with our FREE Paid media template