A new Digital Marketing Map

What’s New in Marketing? June 2013

Did you see the new Digital Marketing Map produced by analyst Gartner? It summarises the range of digital marketing channels and tools available to reach and interact with our audiences online.

It’s an impressive visual and it’s useful for a top-level gap analysis of range of digital tools available against those we do and should use, but we wonder whether our interest in tools can distract from getting the marketing fundamentals which we feature in our Strategy and Planning section.

Strategy and planning

• Customer segmentation strategy - we asked Jo Taylor to outline 10 tests that your customer segmentation strategy is effective.
• The Future of Brand Marketing - Dan Bosomworth summarised major changes in the way we should plan brand marketing prompted by Paul Adams, author of Grouped. He continues this brand strategy theme asking what we can learn from the 10 most meaningful brands in the world and
  Coca-Cola’s creative genius.
• Global Internet Trends - a new report from Mary Meeker, arguably the most respected and followed one of analysts of Internet and particularly mobile trends.

Sector-specific digital marketing advice

We also covered examples of digital marketing in different industries and types of company this month including Ecommerce merchandising, Digital marketing for charities, Legal Services Digital Marketing, Marketing a startup, Travel marketing, Promoting a local business through Instagram and Local SEO .

Social media marketing

• Will the impact of Instagram’s new video on Instagram be greater than the impact on Vine? - Our post summarises reactions to Facebook’s major announcement this month. Facebook also updated Page Insights and announced the use of hashtags, both of which are not fully rolled out yet.
• Using Facebook Domain Sponsored Stories - According to Marie Page, these are currently under utilised by brands. She explains how to use what she sees as a very low-cost way of increasing visibility and engagement with an ad type that seems to have really high CTR.

Search marketing

There were two major announcements that could affect sites in June. You will probably know about the first one already if it has impacted you since there are reports in significant falls in search rankings for some sites.

• Penguin 2.0 impact. In his “must-read” review of recent algorithm changes Daniel Rowles explains that these algorithms are designed to highlight only the best results from a search term and Penguin 2.0 has been created to weed out paid for content that masquerades as ‘real’ content such as advertorials, sponsored content etc so that the user finds only authentically produced content that meets their requirements.
• Google’s latest recommendations on SEO for mobile sites - Google warned that rankings may be impacted by errors in mobile site setup. We have provided a checklist of Google Help documents to review.
• New features to help monitor changes in Ad Performance in Google AdWords

User experience, analytics and conversion optimisation

• Analysing customer journeys to improve the online customer experience - one of our most popular posts this month reviewing techniques to review the online customer journey.
• Reviewing customer insight and analytics tools. We featured this new roadmap from Gartner and two other tools for reviewing the range of digital tools.
• Tools for building mobile responsive websites - a more technical article on RWD looking at a range of tools.

Email marketing and CRM

We published two popular posts in June that updated on two perennial issues in email marketing: creating the most relevant subject lines and the best time of day to send an email](http://www.smartinsights.com/email-marketing/best-time-of-day-to-send-email/)

We also alerted readers to this Free Marketing Automation vendor selection report.
+ Marketing automation buyer’s guide - essential reading if you’re taking this decision.