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Digital strategy

How to define an appropriate budget for digital transformation - one that’s realistic yet takes into consideration the aspirations of and opportunities available to your organization

This a difficult balancing act, and never more so than for digital transformation projects. Here, we share some tips to deliver you a budget that effectively serves your transformation aims, helping you maximize the impact of your initiatives. With so many different moving parts, digital transformation projects require a rock-solid foundation from which to build - including a budget that accurately reflects the scale and complexity of the initiative, while remaining achievable and realistic. However defining such a budget - not to mention getting it signed off - can be challenging. We’ve all heard the horror stories of projects going over budget, stalling, or even being abandoned altogether. If you’re currently in the early stages of your digital transformation journey and want to avoid a similar fate, this…

Chart of the Day: How popular are Digital Transformation programmes?

Our Managing Digital Marketing research (a free download) reveals many challenges for how digital marketing is run by companies today. Problems included a lack of focus on integrated strategy, testing and optimization and structural issues, such as teams working in silos or lack of skills in integrated communications. To counter these types of problems and to make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place. The chart shows how many businesses are active in transformation. You can see that over a third (35%) of businesses already have a transformation programme in place, which is an increase from the 34% who last year had a programme set up. On top of this, 31% are looking to launch…

Optimize your marketing campaigns with five components of a winning post-campaign analysis dashboard

The process of setting up, brainstorming, planning, and ultimately delivering digital marketing campaigns is an exhausting, challenging yet fun and extremely rewarding process, especially once the campaign goes live and you can witness the fruits of your labor. However, all digital marketing campaigns must at some point come to an end and there is always one final step in the process: the post-campaign analysis (PCA). [si_guide_block id="127522" title="Download our Individual Member Resource – post-campaign analysis report template" description="The template is aimed at helping you collect your campaign results, analyze and evaluate a campaign’s effectiveness."/] Every company, brand, or agency will approach the end of a campaign differently, with some going into detail and others taking a much broader view. However whilst digital campaigns can be quite simple and straightforward, perhaps with maybe just one or two channels, others may be…

What guides, templates, examples and Quick Wins have our members found helpful in 2019? We've taken a look at this year's most popular Smart Insights resources

Over the last year, we’ve updated and created new guides, templates, presentations and Quick Wins in order to help you better develop your marketing skills. We always aim to provide the most up-to-date information and advice to enable you to grow your knowledge, while our practical approach means you can easily put this knowledge to use. No matter what your membership level, business or personal goals, we’ve aimed to provide you with a broad range of resources to help you achieve them. So, whether you’re trying to improve your skills, upskill your team or grow your business, you’re all set with the support of Smart Insights. You’re not the only one either, as this year has seen a huge number of people making use of our guides,…

"The customer journey is crucial and the foundation for the approach towards (future) clients" Arjen Vissers, Managing Director for Marketing and Communications at Aon

Our blog series ahead of the Brand Marketing Summit Europe is now coming to an end, with the third and final interview. In our previous blogs, we spoke to Michal Szaniecki and Bart Visser, both of whom are speaking at this year's summit. Within the third interview of the series, we spoke to Arjen Vissers about how a marketing strategy with a structured approach that aims to build his brand is his focus for 2019. Arjen Vissers is the Managing Director for Marketing and Communications for Aon leading strategy creation and implementation. With over 30 years’ experience in marketing, communications and sales in both B2B and B2C industries, Arjen has led a strong focus on digital…

Chart of the day: Data management and marketing technology are the most difficult digital marketing tactics to execute, according to marketers

Data management and Martech require skills, resource and training. With GDPR heading with speed towards marketers, data management is increasingly important. Marketers also realize the potential of what it can bring to their marketing plans. Benefits of increased personalization and marketing automation are becoming clearer. We know a lack of digital skills is also a problem though. Search and social ads were the least difficult digital marketing tactics, email and social media marketing are also much more mastered by marketers than Data management, marketing technology and content marketing. SEO is in the middle as expected, as it takes a lot of work, time and patience - but many are seeing the benefits of it and have SEO strategies which are…

Chart of the day: Looking to 2018, marketers were asked which tactics will be used in their digital marketing strategy for 2018

Social Media Marketing (18%) Content Marketing (17%) and use of Marketing Technology (16%) are expected to be included the most in digital marketing strategies in 2018. Least used will be data management as well as paid search and social ads. The research suggests there will be a shift from the previously popular use of paid search and social media advertising, to increased use of marketing technology, content marketing and organic social media. We already know content is king, as in a previous chart of the day we reported that research reports used for content marketing are the most successful for generating a return on investment. SEO is still and I predict, always will be very important. It might never be top of…

Chart of the day: Marketers reveal that data quality, lead generation and user experience are the most critical challenges to the success of a digital marketing plan

When it comes to planning a digital marketing strategy we all know there are factors which affect its implementation and success. Data quality affects things like marketing automation and personalization and marketers said it was the biggest challenge. Lead generation is also related to data quality, marketers will always need leads. User experience (UX) also came near the top at 15%, it's great to see marketers are thinking about how UX improvements can benefit sales, revenue and even data.

Bonus chart: Are digital marketing budgets increasing?

For most marketers, their digital marketing budgets are increasing. For just over 4 in 10 (41%) their marketing budget will increase significantly, and over…

Join Dave Chaffey of Smart Insights in a new webinar highlighting the key success factors for marketing online in the business-to-business sector

Although digital marketing is not now a new discipline, it is evolving fast as the mega platforms like Facebook, Google and LinkedIn used by consumers and businesses offer new ways to engage their users and improve their monetisation . But are you and your business keeping up? For a large number of businesses of different size, the challenges presented by online marketing are holding them back since they don't have a strategy. Falling behind with your digital strategy or not having a strategy at all means losing competitive advantage—something that no company can afford to do in today's fast-moving markets. So what can you do to improve the situation? How can you ensure that your online…

3 actions to kickstart Digital Transformation

Take a deep breath, you’ve managed to get the senior team to commit to a digital project and your digital transformation journey has started. The next stage requires a sprint! A big leap forward to catch up with or leapfrog the competitors. Here are three actions you can take now: 1. Benchmark against the competitors 2. Listen to your customers 3. Build a team

1. Benchmark your business against the competitors

Benchmarking will identify the biggest gaps and generate a priority action list. There are many tools available to enable you to benchmark your digital marketing capabilities as part of strategy development.

Strategic Benchmarking Tool

One of my favourites is this strategic benchmarking tool. It doesn’t require a lot of effort, so it’s painless, although the questions are thought-provoking. You could ask several team members to complete and then compare results. Simply select your answer from a drop down box…