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, such as our step-by-step module, defining Google Analytics goals, part of the Google Analytics Learning Path. Find out more about our Google Analytics training and other marketing essentials to help you create…

Eliminate bloated bottom lines by adopting a zero-based budgeting approach

The ability to develop an efficient and effective budgeting and forecasting process requires extensive experience and on-the-job training that can take years before your boss finally - if ever - says, “You don’t need me anymore.” Accurate forecasting (even close to being in the ballpark) is the hallmark of the great marketers I have worked with. Sadly, I can count them on one hand. In addition to a wide-ranging combination of consumer, channel, process, and delivery knowledge, they were also comfortable and capable in the numbers department. Although we’ve introduced different forecasting techniques to brief marketers on how to use a more data-driven approach, the concept of zero-based budgeting is becoming a popular technique. As campaigns running all around us right now prove, anyone, can invest/spend/blow (take your pick) money that flows from the magic money tree that…

The next best thing to an SEO crystal ball

Calculating return on SEO activity is a bit of a headache if we’re honest. With so many variables, how on earth do you confidently forecast what will happen? Forecasting anything is never going to be a simple black and white process, but compared to forecasting PPC, organic traffic is a real tough one to predict. As SEO continues to establish itself as a credible marketing channel, forecasting is going to be a requirement that at some point we’re all going to face. If you’re looking to sell big investments in SEO or gain new budget for your activity, I think it’s a pretty fair request to provide an understanding of what returns are available. That’s just good business sense / due diligence. If you’ve never had to work on a forecast before but have suddenly been asked to do one (typically these requests come last…

How forecasting as part of marketing planning can help you set more accurate marketing objectives defining future opportunities

Forecasting is a key part of the process for creating marketing plans, both for annual investment and for individual campaigns. Creating more accurate forecasts of the returns from digital marketing is now essential given the growth in investment in digital marketing. Digital accounts for an ever-increasing proportion of spend and the results delivered from marketing activities. It is important then, for the modern marketer, to learn how to use data and analytical tools to generate forecasts with sufficient rigour. In our new guide, we cover techniques for forecasting that can help improve the accuracy the basis of marketing strategies, plans and budget allocation. [si_guide_block id="66150" title="Download Expert Member resource – Marketing Forecasting Techniques guide" description="In this guide we review the techniques which are most relevant to creating forecasts given the impact of digital disruption. This…