Digital Marketing Technology selection

Review these digital marketing innovations to identify opportunities to improve leads and sales There is always a huge interest in digital marketing trends and innovation in marketing as we get closer to the new year. And rightly so, since reviewing innovation in digital marketing, technology, and platforms for the year ahead can help marketers identify new opportunities that agile businesses and marketers can tap into... if they're looking in the right place and know the right questions to ask... Each year, for the last ten years, I have assessed the digital marketing landscape to help give recommendations on the digital marketing trends marketers should focus on in the future. In this year's guidance on the Smart Insights blog I will cover what I see as the main trends across our RACE customer lifecycle framework which defines 25 key digital marketing activities that can be harnessed by businesses to drive growth through: Improved…

Evaluating technology options for innovation in marketing - do you know your Hype Cycles?

If you're involved in marketing strategy development, you will be constantly making judgements and doubtless reviewing with colleagues which digital technology innovations are most relevant to your organization. In this article, we compare different examples of the well-established Gartner Hype Cycle tools which serve to highlight the adoption of new technology services within marketing technology. Gartner publishes many different hype cycles reviewing the adoption curves for different types of technologies, but as a digital strategist, I am most interested in those focusing on marketing technologies. A summary of the report with the infographic is published annually and I have been monitoring them and sharing them for over 10 years in this post.  You can compare the newest to the latest at the end. The methodology is described later in the post. Through the updates you can see how technology…

Use our updated digital marketing tools infographic to manage how you use marketing technology

As marketers today, we’re fortunate to have a huge number of free and low-cost tools to give us insight about our customers, competitors and market. They also help us compete by delivering automated relevant, real-time communications integrated across desktop and mobile and digital plus traditional marketing channels. To help highlight the range of great options available, our updated infographic and free Digital Marketing Tools and Services download recommends 30 categories of marketing technology and our pick of the most popular 5 in each category. We’ve grouped them across the Smart Insights RACE Planning framework for managing digital marketing so you can review where you could make better use of the tools across the customer lifecycle. Click on the infographic below to see a larger version.

What inspired us…

Examples of digital marketing tools and techniques to give you an edge in the year ahead

Well, we’ve nearly made it! For years I’ve been looking to the future, predicting how innovations in digital media, platforms and technology will shape marketing in 2020. The cutting edge examples certainly show the exciting opportunities available - there is almost too much choice… In this article, I’ll explore six key marketing trends based on examples and research on the adoption of the latest marketing techniques and technology marketers can use. For recommendations on tapping into the innovations in different digital marketing channels, including email, social media and search engine marketing, see all the other posts from the Smart Insights team covering channel-specific digital marketing trends for 2020.

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In 2020, we can see the huge impact that digital marketing has had over the last decade, and more. Looking at advertising alone, these eMarketer predictions show…

6 implications for selecting and managing today's and tomorrow's marketing technology

We've been sharing the latest Marketing Technology Landscape map by Scott Brinker, @chiefmartec for several years now. You've almost certainly seen one of the earlier iterations since it has been widely shared. I love it because it's a USEFUL infographic - it prompts marketers to review their current Marketing Technology and take action to improve their Marketing Technology Stack. When I discuss it with marketers when speaking or training, it certainly has a big impact, not always in a good way... It prompts that "OMG how do I cope?" fear amongst marketers and business owners due to its complexity. But, for me, from a positive POV, it shows the opportunity of the many tools we have available to deliver more relevant, more personalised communications today. It's inspired the Smart Insights team to create our own Martech infographic which includes both insight and operational tools…

Which are the technologies that are dominating the Marketing Automation space?

Did you know that when it comes to marketing automation, just six technologies hold more than half of the market share? Well, now you do – courtesy of competitive intelligence and lead generation company SimilarTech and inbound marketing agency Bold Digital Architects. The two companies recently teamed up to create a report on the State of Marketing Automation in 2017 and managed to draw up a couple of interesting conclusions. Before we go into further detail, here’s a short overview for your convenience: Six biggest technologies hold a total of 57 per cent of the market share. A total of 482,765 websites have been using marketing automation technology last year, representing an increase in usage. With more than a fifth of market share (21 per cent), Hubspot has the single largest market share. B2B companies are most inclined on using marketing…

Plan your use of new marketing technologies to future-proof your business

Digital Marketing is constantly playing catch up with the latest new tech trends. This means that the only way to get great results from digital marketing and execute a successful digital marketing strategy is to be aware of the latest technology and be actively innovating by putting cutting-edge techniques into practice. Not doing so is a sure fire way to fall behind the competition. The pace of technological change is not just relentless, it is constantly increasing. Where once it may have taken 10 years for a platform to achieve 50% adoption, now it may only be two or three- as you can see from the chart below. As these trends accelerate we could soon enter a time well new technologies decelerate so fast we measure the time for them to reach the masses in weeks and months rather than years and decades. …

New 'SimilarTech' service promises to help marketers compare martech stacks

We love any tool which helps marketers do their jobs better, which is why we created an infographic breaking down 150 of the best marketing tools into 30 different categories. But we aren't the only ones. Some of the folks at SimilarWeb also looked at how to help marketers decide on what marketing tools to use, and came up with a clever new service which they've dubbed 'SimilarTech'. We chatted to Daniel Buchuk, SimilarTech's head of brand and strategy about their new feature, what inspired it and how it works.

As someone involved in the marketing technology industry, what did you make of Scott Brinker’s latest Martech graphic? 

Scott Brinker's market landscape graph is testament to the extraordinary evolution of this industry, featuring featured 350…

What do C-suite level managers think drives their growth?

In our new Chart of the Day feature, we  will share insights to inform your approach to digital marketing. This will include the latest benchmarks of results from digital marketing like conversion or clickthrough rates; consumer and business adoption of digital media and, as in this case, responses from businesses to manage digital transformation In this survey by Forbes Insights, 255 company executives, 65% of which were from the C-suite level were asked about which digital technologies were working best at attracting new customers for their businesses in 2016. Their response shows that social media, Marketing Automation and Digital Advertising all performed well. It is interesting how large the differences are between regions. For example, European execs found digital advertising far less effective than execs in other areas. This is perhaps because ad blocking rates are far high in France and Germany than they…

Expert tips for choosing the right Email Marketing Software

Choosing the right email marketing software is tough. There is a jungle of vendors out there and it is often hard to see what all of the vendors exactly do? But before you go out and fire up google for a wild and unsatisfactory search, read on for some crucial tips on the process by Jordie van Rijn. Jordie is the co-author of the recently published Email Marketing Software Buyer’s Guide, which is officially the biggest research ever on ESP and Marketing automation providers, has some tips for companies starting their selection.

The right order: No cups of coffee based on gut-feeling

Doing through the process in the right order is very important in a selection. The first step is to find out how you will be using the tool. Because only then it becomes clear what to look for in a potential vendor.…