Digital marketing

Digital marketing is highly accessible to businesses of all shapes and sizes, no matter your budget size.

So you recently started a business. Or maybe you have a small business that you’re trying to get off the ground and running. Of course, now you need to start getting the word out about your start-up. The great news is, digital marketing is highly accessible to businesses of all shapes and sizes, no matter your budget size. [si_guide_block id="5605" title="Download our Individual Member Resource – Digital marketing strategy guide" description="This download is for anyone involved with shaping future digital marketing direction for their business or their clients."/] But digital marketing is really wide. If you know nothing about it, you can easily get lost in the noise, which means you can waste your efforts and have little results to show for it. On the other hand, if you do digital marketing the right way, you can increase…

The scientific method of measuring marketing effectiveness

As seasoned marketers, I’m sure you’ll be familiar with the quote (often attributed to John Wanamaker): “Half the money I spend on advertising is wasted; the trouble is I don't know which half” The ability to effectively measure marketing effectiveness is the Holy Grail for CMOs and marketing leaders. With so many established, new and emerging channels at our disposal, it’s more important than ever to identify and prioritize those that drive the most value for our businesses. [si_guide_block id="37500" title="Download our Business Resource – Managing customer data to improve marketing ROI" description="This guide will explain the key aspects of understanding your data and improving how it is managed and used."/] Many marketers believe that evaluating the impact of marketing is straightforward - simply compare the outcomes from one campaign to another and look at which channels generated value. However, simple or even more complex…

10 key differences between strategy and tactics

‘What is the difference between a strategy and tactics?’ is one of the most common questions that 'crops up' when I’m running training workshops or discussing creating marketing plans with businesses. It’s no surprise since the difference between these two activities often isn’t distinct. Yet, it’s an important question to answer since our research shows that so many businesses don’t have a clear marketing strategy or plan. Without a clear strategy it’s likely some of your tactics may be poorly directed, so may not be propelling the business in the direction needed.

10 key features that distinguish marketing strategy and tactics.

In this article, I will show the difference between strategy and tactics by looking at the characteristics of marketing strategy, which distinguish it from tactics. I’ll give examples that help show the difference between the two based on essential strategic activities.

1. Strategy…

How to become a better marketer: 6 marketing tactics you need to work on to stay relevant   With the rapid development in technology, many changes occur in the marketing scene within short periods. Therefore, as you're trying to execute the tactics you know, you're also in a constant quest to learn new things. Otherwise, it becomes difficult to stay relevant and achieve your goals. Even in marketing channels you know, changes are happening with time. For instance, 17 years ago, you only need to understand how to send blast emails to be a good email marketer. However, today, you need a deep understanding of automated email sequences just to get by. That said, you'll always stay relevant as a marketer if you keep up with important trends and apply them to your marketing campaigns. In light of this, here are 6 essential tactics to work on:

1. Creating and designing visual content

Over the years, …

Embarking on my marketing journey at university, I learnt about the 4 Ps of marketing. However, since I left the classroom, I've found a disproportionate focus on promotion over the other Ps.

The 4 Ps are fundamental to any marketing strategy and explain the core concept of what marketers do. Any marketer worth their salt should know:

Product Price Place Promotion

However, as important as promotion - or marketing communications - may be, in their book ‘How Not to Plan’, Les Binet and Sarah Carter explain that econometrics consistently show that the effects of the other three Ps are as important for sales and profit. Without the right product, at the right price and distributed in the right places, it makes our jobs as marketers very difficult to promote.

Binet and Carter’s book reaffirmed the importance of these three Ps in my mind and gave me…

A step-by-step guide to producing a plan that will attract, engage and delight customers

Building a strong brand, attracting new prospects and retaining customers requires a strong integrated marketing strategy. This will use a combination of both outbound (push) and inbound (pull) marketing. For some businesses, such as start-ups, small local companies and even larger B2B companies with limited ad spend, outbound marketing can be expensive and risky. However, inbound marketing can be more accessible and focuses on building demand by giving people compelling reasons to come to you. The term 'inbound marketing' originated in 2006, coined by Hubspot to explain how marketers can attract interested prospects using content marketing, social media and SEO. According to Hubspot: "Inbound marketing is about creating valuable experiences that have a positive impact on people and your business." Hubspot’s framework distills inbound marketing into three components. [caption id="attachment_132822" align="alignnone" width="775"]…

CRO is an underrepresented specialty in today’s marketing industry and because of a general lack of understanding about the field of work, it often loses out

I attend and speak at some of the best digital marketing conferences all over the world and I can count on one hand, the number of sessions I’ve seen that offered quality content about Conversion Rate Optimization (CRO). This marketing specialization always seems to fly under the radar in marketing circles. [si_guide_block id="27373" title="Download our Premium Resource – Website conversion optimization planner" description="Plan structured tests and experiments to improve results from your site."/] Yes, there are a number of great websites and resources dedicated to CRO. There are also some excellent CRO-specific conferences out there and I’ve attended most of them - but the real problem is this: The only people talking about conversion rate optimization are CRO experts at CRO conferences and CRO bloggers on CRO-specific websites.…

To know how to adapt, you must first identify the so-called ‘disruptors’ that are set to change the world of digital marketing as you know it

Perhaps you’re familiar with the often-misquoted Darwin aphorism, "It is not the strongest species that survives but those that are adaptable to change." While this concept largely impacts the field of biology, it may also be applied to technology and the different fields that use modern tech in making improvements. One industry that is set to go through massive changes is digital marketing. Those who dabble in this field should be aware of the changes influenced by modern technology to stay relevant. But to know how to adapt, you must first identify the so-called ‘disruptors’ that are set to change the world of digital marketing as you know it.

Big data

Cloud technology has blown the doors of businesses wide open when it comes to gathering massive amounts…

While some word of mouth marketing is completely organic, you can also make a targeted effort to boost word of mouth and get more people talking about and promoting your brand

Word of mouth marketing has always been hailed by marketing experts as one of the most effective marketing strategies, way before the existence of social media and digital marketing in general. There’s a simple reason for that: people trust other people more than they could ever trust a brand. Think of it this way: are you more likely to try a product if a trusted friend recommended it to you, or if you can see dozens of positive reviews from regular people? Or are you more likely if you saw a few well-placed posts from a brand? [si_guide_block id="26078" title="Download our Premium Resource – Affiliate marketing strategy guide" description="This guide explains the opportunities of affiliate marketing. It is aimed at owners or managers…

Tips and tricks to help you get the most out of paid search on China’s largest search platform

With Google claiming less than 2% of the market in China, the search engine landscape is markedly different from that in most Western markets. While there are several key players, including Haosou, Sogou, and Shenma, in the space, Baidu is undoubtedly the first port of call for most companies looking to run search marketing campaigns in China. [si_guide_block id="98470" title="Download our Premium Resource – China digital marketing strategy guide" description="This guide will give you a better understanding of China’s biggest online marketing channels and how they operate."/]

So, why Baidu?

There are several reasons why advertisers turn to Baidu when looking to advertise their products or services to Chinese consumers, the most important of which are outlined here. Most significant is the fact that Baidu has the highest market share across both desktop and mobile. According to…