Defining digital marketing today using the Smart Insights RACE Framework. In this new era of digital disruption, make time to revisit your omnichannel marketing strategy and discover opportunities to accelerate your ROI

What is digital marketing? The answer to this all-important question is in flux, as 'digital' continues to rapidly merge into our new lives. As marketers, we must stay vigilant and continue to scan for new threats and opportunities in the digital landscape. But it can be difficult to work out which trends will actually add value to your marketing strategy, as opposed to vanity metrics. At the same time, I still regularly come into contact with marketers and business owners using the term 'digital' simply to mean 'our website' or 'our Facebook page'. This thinking limits the scope and opportunity of what's managed and it means that activities that need to be properly managed may be missed. To truly define digital…

With the ever-rising importance of social media and online PR, marketers are rapidly adapting their methods of budgeting, reporting, and investing in paid owned and earned media to reach and engage their customers

Investment in media is frequently grouped into the 3 media 'buckets' of earned, shared and paid which each give opportunities to influence customers. None of these media types are new, but what is new is the increasing prominence given to owned and earned media while paid media has always dominated in the past. It’s a positive move since it poses questions about how best to measure the returns from social media and set the investment at the right level.[si_monthly_campaign_blog_cta_banner id=156432] In some sectors, there may be a tendency to focus more on the typically higher-cost paid media or lower-cost earned and owned media, but we recommend a balanced approach will often work best for "always-on" media activities, while for campaign…

From SMART to SMARTER marketing objectives: Discover how to define marketing objectives, measure your digital marketing channels and campaigns, and use data to inform strategy

When identifying specific marketing objectives to support your long-term goals, it is common practice to apply the widely used SMART mnemonic. You will know that SMART is used to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes. One of the main reasons we called our site and service SMART Insights is because we help marketers succeed through using a more structured approach to their marketing strategy and planning. We've got marketing tools and techniques to support you in defining and measuring your marketing objectives, so you can use data to inform your marketing strategy. If you're looking for a winning marketing strategy to reach and acquire more customers, why not book a free consultation to…

This tube map is a great way to summarise online marketing options to non-digital specialists or to check your digital media knowledge for skills gaps

You will know from our digital media infographics and success maps that we're big fans of using visuals to help simplify the understanding of the many opportunities in digital media. Here's a visual representation of online media options we wish we had thought of! It's from our friends over at agency Hallam Internet and needs no further explanation.

The 2020 digital marketing map

You can get a higher resolution version of the visual from Hallam Internet.

The 2013 digital marketing map

I originally shared this infographic back in 2013 and since then a lot has happened as digital platforms have developed. I'm prompted to update it since Susan Hallam…

What is the difference and does it matter?!

Before Digital marketing became the de-facto term, I've been asked this question a lot across the years... does the difference in scope between these terms matter? So, as we enter 2017, I thought it's time for another quick look. Here is the latest comparison from Google Trends between 2004 to end 2016. You can explore the trends on this embed from Google. trends.embed.renderExploreWidget("TIMESERIES", {"comparisonItem":[{"keyword":"Internet marketing","geo":"","time":"all"},{"keyword":"Emarketing","geo":"","time":"all"},{"keyword":"Digital marketing","geo":"","time":"all"}],"category":0,"property":""}, {"exploreQuery":"date=all&q=Internet%20marketing,Emarketing,Digital%20marketing&hl=en-US"}); Does the difference in these terms and their definitions matter? No, of course not, it's semantics! But it is interesting to see how the scope of Internet marketing vs Digital marketing has changed over time. In my books, when discussing alternative definitions, I explain that, no it doesn't really matter, but the scope and responsibility is important to make the most of managing the opportunities. So…