It’s now more than twenty-five years since the birth of the web, but many businesses are still at the early stages of a long journey to make the best use of digital marketing to stay competitive. An ongoing, proactive approach for managing Digital Transformation is essential to keep the largest businesses and brands relevant and competitive in the future. Think of what you could be missing if you don't have a digital transformation programme in place... You don't have a vision for how integrated digital marketing can support your business You don't have a strategy or roadmap to exploit digital media and technology You don't have the best resources or structure in place to compete You don't have a performance improvement based on the right KPIs to optimise marketing …
B2B marketing has changed forever Traditional promotional techniques will only get today’s B2B marketer so far. When B2B buyers select a product or service, the top 3 information sources and buying behaviours are direct to a supplier website, using a search engine and consulting an industry specific intermediary like a B2B publisher or blog. Of course, you could be missing a lot of potential business if you’re invisible in the search engines, don’t have an effective website for generating leads or aren’t using email marketing to convince prospects about why they need your products or services and integrate with your sales teams...   …
How much of the work of your agency now involves digital media and technology? Whether you are an agency specialising in digital marketing services or a more traditional integrated marketing agency, today, your digital marketing services are vital The best way to add value for your clients and win more of this type of business is to improve the quality of service you offer Use our resources developed with experienced marketing agency growth specialist Mark Kelly to review and improve your processes!…
Most businesses now rely on Google Analytics to review the effectiveness of their online marketing. We love GA! It's a fantastic tool, particularly for a free service, and has many, many options to configure it. Yet, when we talk with marketers using Google Analytics, we often see that there is a HUGE missed opportunity in how it is used. First, although many marketers have a good, basic understanding of how Google Analytics, when we ask them we often find it's NOT set up to be customised for their business to show the true value that online marketing activities are contributing. Second, although it may be used to review trends in visits, leads and sales, it's power is often NOT used in an analytical way to review media investments and make changes to customer journeys, design and messaging to increase leads and sales, ironic really, considering the name.  …
How do you get cut-through to reach and engage your audiences? With more options than ever to reach your audiences online, you need to invest your campaign budgets where they will make the biggest difference. You will know that integrating different communications techniques will help you grow, but how do you achieve that? A structured campaign planning process gives you the confidence to create winning campaigns and to use the same process in future.…
We all know that social media has become incredibly popular with consumers and rightly so! For businesses, social media marketing offers a great opportunity to use fans as ambassadors who share your content and recommend our business at a low cost. So it makes perfect sense that many companies are using social media tactically by posting updates to Facebook, Instagram, LinkedIn, Pinterest and Twitter. But few have a social media strategy which helps them use social media to support their business goals. Our experience is that social media works best when you have a more structured approach that's part of an integrated digital communications strategy…
Google AdWords gives a fantastic opportunity to get ads for your products and services in front of your audience at the best possible time—the exact moment when searchers are showing intent to purchase. But, this isn't a secret, AdWords has become highly competitive. What's more many advertisers are paying more than they need to since their agencies or in-house advertisers haven't optimised their ads 'to-the-max'. Don't burn your AdWords budget, use our detailed advice to complete a structured review to optimise your investment using the latest features.…
How customer-centred is your website? Today's leading websites aren't static brochures, instead, they are immersive experiences with carefully crafted customer journeys and content to engage an audience instantly. Because an integrated digital customer experience is business-critical, today's leaders don't update their website designs every few years as used to be the case, or even, every few months, instead they invest in continuously optimising their digital experience. If you are serious about getting the most leads and sales from your desktop and mobile site or app, you simply have to continuously optimise your users' digital experience.…
Marketers love the potential power of Content Marketing! When you get it right, Content Marketing fuels many of the inbound marketing techniques like search engine optimisation, social media marketing, 'lead magnets' for site registration and triggered email sequences. In our recent research survey of content marketers, with HubSpot, Content Marketing was the top-rated as the technique to drive incremental sales. The results you can get with Content Marketing are not a secret. Many marketers are making content marketing work for them. Yet to do this is far from simple. It takes good quality planning and regular action to create and distribute content that builds brand awareness, familiarity and purchase intent. A weak process will gives you “me too” content. To succeed with content marketing you need a strategic approach with a solid plan, content calendars and outreach to create unique, highly shareable, valuable content.…
Do you have a clear, integrated strategy for digital marketing? Our Managing Digital Marketing research report shows that, incredibly, nearly 50% of businesses still don't have a clear digital strategy. Lack of clarity in online marketing means that you probably don't have clear goals for digital marketing or the right KPIs to measure how well it's working for your business. Worse still, you may be investing in the wrong tactics, so your competitors will get further ahead. Smart Insights is here to help you Our expertise is in helping businesses develop effective digital strategies which help them compete better. With the Digital Marketing Strategy and Planning Toolkit, you'll learn about the biggest trends in marketing and use comprehensive strategy templates to effectively plan your marketing campaigns.…

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