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Without setting clear marketing goals, you’re basically directionless – and working to achieve vanity metrics that don’t necessarily help you achieve your overall business objectives

Marketing goals underpin all marketing strategies. After all, how do you know what you're working towards without clear, actionable, and achievable metrics? Setting marketing goals should always be the priority as they will be the basis of your entire strategy. By achieving your digital marketing goals, you’re also helping reach your overall business objectives, whether that’s boosting your overall sales or improving awareness of your brand. Setting strategic goals is, on one hand, a great way to motivate yourself and your team and work towards achieving better results for your business. On the other hand, objectives and KPI-setting is about much more than just saying “I want to achieve that and that” – it’s how you can develop a plan or strategy that will help support your vision and…

Structure your next big marketing campaign using the 5-step RACE Framework to inform your strategy. Integrated across plan, reach, act, convert and engage, our marketing solutions are proven to win more customers and accelerate your ROI

Have you got an up-to-date marketing campaign planning process? Creating ad-hoc campaigns, or re-using previous successful approaches, can be the time-saver you need to get a new campaign up and running. But, without understanding the wider PESTLE issues before planning a campaign, you could target the wrong audience with incorrect messaging, or even cause offense. Keep reading for examples of marketing campaigns that do just that, plus our recommended tools for your marketing campaign PR management.

What is the RACE Framework?

The RACE Framework supports managers and marketers to integrate all their key channels and tactics into one plan. Apply the RACE Framework to streamline your marketing strategy today, so you can clearly track and manage your campaign…

Review your campaigns to learn how you can improve your marketing performance with our marketing campaign analysis tools

The process of setting up, brainstorming, planning, and ultimately delivering digital marketing campaigns is an exhausting, challenging, yet fun and extremely rewarding process. Once the campaign goes live, 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: campaign analysis. 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 more complex and multifaceted. [si_blog_banner_cta] I, therefore, believe it’s always best to err on the side of detail so that you can get a true picture of how…

Examples and definitions of integrated marketing today. Find out why integrated omnichannel marketing is essential to the success of your business

Without getting too Aristotelian, with marketing, the whole is most certainly more than the sum of its parts - when it's done right that is. But what is 'Integrated Marketing done right'? Keep reading to discover definitions and recommendations that will set your digital marketing strategy on the path to success in 2022! The first definition sits closest to home. At Smart Insights, we define Integrated Marketing as follows: "Integrated Marketing is a strategic approach to integrating communications and interactive experiences targeting defined audiences and individuals which coordinates all aspects of marketing of a brand, including: Paid media (offline advertising, direct marketing and online display and programmatic); Earned media (Organic search fuelled by content marketing, PR and online influencer outreach) Owned media (including social media, on-site UX, customer service and direct…

Do you think your business is good at writing briefs? Your agency likely disagrees...

Research from Smart Insights exploring best practices for marketing planning has often reviewed the importance of annual marketing planning and how to structure marketing and digital marketing plans. See, for example, our recent Digital Maturity research report reviewing how many businesses integrate planning for digital marketing into their annual plans. However, we haven’t explored how marketers approach the process of creating a marketing campaign brief and whether it is effective. Of course, this is important because of the amount of investment in marketing campaigns that support and must deliver on targets set out in annual marketing plans. [si_blog_banner_cta] But, we do recognize the importance of a structured, insights-driven campaign planning process through the templates recommending how to structure a brief in our campaign planning toolkit. Campaign Planning Learning Path module learning objectives: Define the essential parts of a marketing campaign…

Set your Key Performance Indicators, make them SMART KPIs, and align your objectives using the RACE Framework to achieve a winning marketing strategy and YOY growth

Digital Marketing KPIs or Key Performance Indicators are quantifiable goals that help you to track and measure success. In a changing marketing landscape, such as today in the era of digital disruption, it's more important ever to plan your short-term and long-term KPIs. KPIs are a useful way for Digital Marketers to set expectations and prove that their work is having a positive impact. To outsiders, the success of digital marketing activity can be seen as difficult to measure but this really isn’t the case. In fact, it’s normally easier to measure progress for a digital campaign than an offline one. The aim of this post is to help you set digital marketing KPIs to measure what really matters at the moment, in a way which all…

What are the essential parts of a campaign planning template?

The purpose of marketing campaign planning is to identify relevant, integrated, marketing activities and channels to reach campaign objectives as well as influence customers. An effective campaign plan has an engaging, shareable, campaign concept that utilizes both online and offline marketing communications tools and digital media channels. A campaign plan is a short-term integrated communications plan to generate lead or sales. Its purpose is to engage audiences, it typically has a content marketing focus and an integrated media schedule. A solid marketing campaign plan has: Clear, realistic goals which you can be confident of hitting The best strategy to achieve these goals against your competition Sufficient details of the tactics and actions needed to translate the strategy into action A method to check you are on track with your plans Looking for new marketing solutions to plan, manage, and optimize your marketing campaigns and always-on activities? Smart…

Why use a framework to create an integrated marketing strategy?

I believe that implementing a digital marketing strategy framework to follow is essential to ensure the success of your integrated marketing strategy. Importantly by agreeing on a marketing plan structure during the planning phase, you can ensure the buy-in from your team and business to support your integrated marketing strategy. Applying a strategic framework creates a system to make your plans easier to understand and gives a way to assign specific metrics to monitor, manage and measure the performance of your integrated marketing strategy.

The RACE Framework

We've created the RACE Framework and subsequent RACE marketing training to empower marketing leaders to take a data-driven, customer-centric approach to planning, managing, and optimizing their marketing strategies. By using this structure for your planning, you can integrate all your marketing activities across your key omnichannel customer touchpoints, to strengthen your reach, interaction, conversion, and engagement. …

If you're planning to optimize your branding or rebranding, we have tools to support your brand development at every stage

Have you ever wondered how brands grow as large and as well known as they do? From companies like Google to Starbucks, their names are known, customers know exactly what services and products they provide, and satisfied customers keep coming back for more. Brand development is how this happens, and it is no small feat. It takes time to cultivate a brand, to the point that a company has universal recognition like Gillette and Coca-Cola.

What does brand development involve?

Now that you recognize the importance of branding, what do you need to create a good brand? In a nutshell, brand development means: Finding your brand’s voice and communicating your value proposition Implementing your voice and style consistently throughout…

How to develop a clear marketing brief that unlocks insight and gets to the heart of the marketing challenge

Our primary role as marketers is to constantly solve new and different types of challenges and demonstrate this insight through an effective marketing brief. From a client-side perspective, this may be responding to a change in the market, for example, a new competitor disrupting the status quo or a sudden change in consumer demand as a result of a new trend. From an agency perspective, this will often involve responding to a client request to help formulate a strategy for a new campaign or initiative, usually in support of the challenge they’re attempting to solve! I’ve written about the importance of an effective marketing brief before and its positive impact on both clients and agencies. However, whilst a written brief is essential, one of the keys to the success…