What are the essential parts of a digital transformation plan?
A digital transformation plan is a strategic, long-term plan focusing on integrated digital media channels, implementation of new technologies, and smart, digital ways of working.
The purpose of a digital transformation plan is to define how to compete more effectively with digital marketing. The scope of a digital marketing plan is typically annual, but a digital transformation plan will typically be longer since this involves creating long-term digital roadmaps.
Since creating awareness and achieving conversion still commonly involve offline channels such as a call-centre or in-store, digital marketing plans need to define integration between channels using techniques like customer journey mapping.
Your omnichannel digital transformation plan
Digital or online marketing is any form of marketing that involves using online channels for goals of acquisition and retention. It also includes digital technology and the use of data to target audiences more precisely with personalized messages.
Understand…
Tool for structuring thinking about one of the crucial 4Ps of marketing: The Promotion Pyramid
The Promotion Pyramid is a strategic marketing model digital marketers use to plan marketing activity in relation to the breadth of audience targeted and the resource required (financial and staff time).
McCarthy's 4Ps of the Marketing Mix famously highlights 4 of the most crucial elements of marketing strategy: Price, Product, Place and Promotion. There is much discussion of the relevance of the 4Ps today which we cover here, but suffice to say we think these are still key strategy considerations for businesses of all scales - that's where the Promotion Pyramid comes in.
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When thinking about promotion online, digital marketers all too often try to rush into starting campaigns without properly analyzing the merits of different tactics and channels. The resulting approach wastes resources in the long run because the lack of a proper…
Digital transformation strategy to grow your business: Our recommended planning frameworks to implement your successful digital transformation
More marketers than ever are fueling growth through digital transformation. But with the stakes so high, we want to make sure you get your digital transformation strategy right, first time. That's we're here to guide you through it.
Discover the success factors for creating a digital transformation strategy to grow your business, read-up on the implementation process for your digital transformation next steps, and explore our latest digital transformation research.
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Why create a digital transformation strategy?
Our research shows that today many businesses are realizing the imperative for digital transformation; to compete in digital marketing data and technology, a structured process of digital transformation is needed.
The need for transformation is particularly strong in larger, international brands and organisations that…
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…
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…
