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Use the RACE Framework to review and improve all aspects of your competitor benchmarking

When I train or give talks to marketers on digital marketing, I see that competitor benchmarking tools are popular. Often people will reach for their pens when I mention a tool to help inform their marketing. New, free tools are naturally the most popular! I thought it would be useful to break down and categorize the most important aspects of online benchmarking, so you can check out tools you could use to support each stage. Today, there is a great breadth and depth of paid and free benchmarking tools available for marketers. Sometimes it can be difficult to know where to start. That's why our competitor benchmarking guide and template includes a full list of free and premium online benchmarking tools integrated across the RACE Framework. [si_guide_block id="15270" title="Download our Business Resource – Competitor benchmarking guide and template" description="Whether in sport…

Today, tech marketers and managers advocate for IT and high tech both internally in their businesses and externally to their target markets. We've got the marketing tools and training you need.

Looking to strengthen your technology company's marketing strategy? As marketers, we are all striving to apply data and customer insights to our marketing activities. But in the IT and high tech sector, with competition at an all-time high, this approach is absolutely critical. Our tried and tested tech marketing solutions support IT and high tech marketing professionals to plan, manage, and optimize their marketing strategy, and win more customers.

Why invest in strategic marketing for your tech company?

If you haven't already got an omnichannel marketing strategy in place, now is the time to develop your marketing to compete in the competitive, growing, IT and high tech marketplace. As McKinsey found in their UK B2B COVID-19 survey, the technology, media…

Manufacturers are rapidly adapting their marketing strategies in the age of digital disruption. How do your digital marketing capabilities compare?

In this article, I will be reviewing the state of digital transformation in the manufacturing sector. I will give practical digital marketing recommendations for manufacturing companies at different stages of digital maturity. Plus, I'll be revisiting our popular 2021 digital marketing maturity benchmarking report to help you assess the effectiveness of your manufacturing marketing. The manufacturing industry, including the marketing of manufacturing products, has typically been slow in its approach to digital transformation over the last 20 years. There are many reasons for this. McKinsey highlights 'external market factors, combined with fragmented and complex industry dynamics and an overall aversion to risk' in construction as barriers to change in this vital area. However, the digital disruption caused…

US, Europe, and Worldwide ad clickthrough rates statistics comparing display ads to paid social and Google Ads average CTRs

I've put this compilation together to help marketing professionals create direct response conversion models for digital marketing campaigns. Through creating budget models using known benchmarks for average CTRs s and digital media click through costs, you can better forecast your return-on-investment from digital media ads. This data is particularly useful if you haven't previously invested in advertising on publisher sites through ad networks or paid social media ads since it can help make the case and set expectations with colleagues or clients of the number of visits based on quantitative forecasts. To learn more about online advertising options across you can download our Digital Media Options Cheatsheet to check techniques you may be missing out on.

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Average CTR benchmarks - February 2021 update

Through 2021  we will update our statistics summaries with the…

Implement research-driven, customer-centric marketing to truly optimize your finance or bank marketing strategy and compete in a competitive digital landscape

A recent study of challenger bank marketing tactics caught my attention since it highlights the digital disruption in the financial services industry. What can businesses learn from this challenge in a situational analysis of their own environment, and how can marketers optimize their financial services marketing using this research? If you're a marketer in the finance sector right now, you will have witnessed huge changes in the industry in the last 12 months alone, with more customers making financial decisions online leading to increased competition and challenges for financial services and banking industry marketers in both the macro and microenvironment. Therefore, using research such as the challenger banks case study below can help you structure a winning marketing strategy. As we know, the first stage in a marketing plan is…

Benchmarking your performance allows you to understand how well you’re actually performing, compared to real life competitors

Measuring digital success is no easy feat; even if you’ve reached your digital marketing goals and KPIs, that doesn’t necessarily mean it’s good enough. After all, what if your competitors are all outperforming you? What if the industry is growing at a faster rate than your business is? That’s why it’s extremely important that you benchmark your business against your competitors: it allows you to understand how well you’re actually performing, compared to real life competitors. [si_guide_block id="28969" title="Download our Individual Member Resource – Online marketing benchmarks statistics compilation" description="Benchmarking shouldn't only be done against your competitors. See how you compare on a global scale by using our compilation of the latest industry-wide benchmarking stats."/] In this blog post, discover useful tips and tools for benchmarking success in the digital landscape: from social…

Benchmarking allows you to see how well you are faring against your competitors, allowing you to pinpoint what you do well and where improvements need to be made.

Measuring your success is more than looking at how much traffic is coming to your site and what your conversion rate is. You can’t really get a true idea of how you are performing unless you compare yourself to your competitors. ‘How do we compare to our competitors?’ and ‘What does excellence look like?’ are questions you should be asking when developing your digital marketing strategy. While many companies are asking these questions, they may not know exactly what answers they are looking for. In order to benchmark your performance against your competitors, you need to know exactly what you should be comparing and how to structure your review and recommendations. This is where our comprehensive benchmarking templates come in. …

Using capability maturity models to review digital readiness and set targets for digital transformation

We've been adding to our visual tools to help all members assess how well their businesses are adapting to using digital media and technology as part of Digital Transformation. We have collected these visuals together in a single download so that you can easily review them and print the most relevant for you. [si_guide_block id="55897" title="Free member download – Digital Marketing Benchmarking Template" description="Score your business on this simple five-point scale to identify techniques you can use to improve your digital marketing overall and for the core channels and techniques including SEO, social media, email marketing and conversion rate optimization."/] We hope you find these visual tools inspire you to make improvements to your digital marketing - let us know if you have any comments or suggestions.

What is the 5 point…

The ‘digital’ opportunity is enormous, with staggering growth in all territories and sectors

Along with the opportunities come some significant challenges as you adapt to highly demanding digitally-savvy customers. These challenges are caused by the pace, complexity and the degree of change.    This shifting environment means that digitally-led business transformation is a complex and on-going journey - an evolution to transition and optimise your business. Even digitally native companies know that they have to innovate and stay ahead of the game because of growing disruption and rapid technological change.

[si_guide_block id="38465" title="Download our Business Resource – Managing Digital Transformation Guide" description="Create a roadmap to implement digital transformation - This practical guide was created to support marketers throughout the digital transformation process. It's clearly structured in seven sections to step you through the process of initiating and running a digital transformation programme."/]

Smart Insights members can also use…

Use our RACE framework to discover your ability to Plan, Reach, Act, Convert and Engage

Two years ago we launched our free interactive marketing benchmarking tool to help members rate their 'digital readiness' for digital marketing as a whole and for the key channels like Search, Social media and Email marketing. Well, it's proved popular since it helps members score where they are now and then gives recommendations of how to improve in the future - to take their skills or marketing results to the next level. So in our recent UX members refresh - we have made it more prominent and put all the benchmarking tools in place.  We also renamed it to 'capability grader'.

Introducing our upgraded, free interactive tool!

I'm also writing this post to let members know about a simplification to the most popular digital strategy grader which you may want to try - it's here (available if you're signed in): …