An integrated marketing strategy means every element of your marketing plan must contribute towards your vision for the business, or be cut out of the day-to-day workload
Lack of integration between strategic vision and the tactics needed to get there is a problem I often find when reviewing marketing strategies. That's why I created the RACE Growth System as a simple structure to unify your marketing strategy through goals, objectives, and KPIs.
This is true whether I'm reviewing student assignments or mentoring marketers creating real-world marketing strategies. More often than not, I find myself reading about different aspects of marketing objectives and tactics that just don't line up with each other - and leave you questioning why.
These issues can be magnified by marketing strategy structure - the way the document is split up into separate sections. Without a unifying framework, it's not clear how each strategy is supporting a goal or the…
From SMART to SMARTER marketing objectives: Discover how to define marketing objectives, measure your digital marketing goals, and use data to inform your marketing 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.
By definition, an effective SMART marketing objective is:
Specific, measurable, actionable, relevant, and time-bound.
One of the main reasons we called our site and service SMART Insights is because we help marketers succeed with a more structured approach to marketing strategy and planning.
If you haven't already, check out our top 18 digital marketing techniques to ensure you are covering the key areas of digital marketing that are relevant today.
Defining your marketing objectives
Our handy graphic summarizes the five different SMART…
The cultural digital transformation we experience every day highlights the importance of continuous learning in all aspects of business and marketing. How can you leverage training and skills development planning to achieve your goals this year?
The landscape of today’s workplace isn’t what it was twenty years ago. Today’s environment is both fast-paced and competitive, which makes it all the more important that employers find a way to keep employees energized - often with an employee training and skills development plan.
This changing nature of work requires additional training strategies focused on enhancing learning agility, transferability of skills and opportunities to explore adjacent, in-demand skills.
Digital transformation is an area of skills development that demands attention. Companies need to improve the effectiveness of their online communications now that digital channels are one of the main techniques customers use for selecting and buying products and services.
If you're looking to create or improve your marketing…
Information technology management and marketing is fiercely evolving with tech startups and established businesses rapidly adapting their approaches to IT and IT marketing to add value for their customers
We've rounded up our top 7 recommended IT marketing skills and tools for you and your team to plan, manage, and optimize your marketing strategy. Structured across our popular RACE Framework, implement tactics and strategies to achieve your goals at each stage of the customer journey.
1. The RACE Framework
The top spot goes to the RACE Framework. In fact, all our IT marketing recommendations stem from this crucial practical digital strategy framework.
RACE empowers marketers and managers in the IT and high tech sectors to streamline their marketing planning to create an efficient and effective marketing strategy.
Our tried-and-tested marketing structure helps IT marketers track marketing optimization at each stage of the customer journey from reach to act to convert to engage. Apply the RACE…
What does future-proof digital marketing training look like?
When it comes to technology, “The ability of something to continue to be of value into the distant future and not become obsolete” seems pretty obvious. We can all recognize items that have become obsolete as technology changes and improves. But, what does future-proof mean in the context of digital marketing training for work and employment?
From my perspective and looking at reviews from experts in education and psychology, to be future-proof is to “Continue to be useful or successful in future when the situation changes.”
This definition sounds a bit woolly but can be distilled into three primary components:
Being able to identify opportunities by anticipating the future
Using this knowledge to minimize the effects of shocks and stresses of future events by having a clear strategy
Then, using this strategy to…
Need a framework to help your brand stand out? Streamline your brand strategy framework with our tools and templates to cut through the noise
Right now, brands are going through an identity crisis like never before. In the age of digital disruption and bad omnichannel marketing, it can be tough for branding to unify marketing communications effectively. Like your customers, you need to refresh your approach to digital to keep your brand relevant today. But it's easier said than done. We recommend using a brand strategy framework, such as the RACE Framework, to streamline your branding and keep everyone on track.
With a defined brand framework in place, you can strategically manage your brand with trusted data and processes in place to optimize your brand marketing and win more customers. Interested? Find out more about managing your brand with a brand strategy framework, plus our recommended tools to reach, convert…
How sparking debate can reward the risk-takers in advertising
Despite the immediate public backlash around the British Army’s latest recruitment campaign, data suggests that it led to a drastic turnaround in the organization’s well-known struggles to bring in new recruits in recent years.
While certain behaviours of the younger generation are seen as faults (from binge gamers’ obsessive drive to snowflakes’ overly emotional state of being), the campaign aimed to explain that these flaws can, in fact, be valued character traits among army personnel.
In this blog, I’ll take a look at this emerging demographic before delving into the immediate public reaction post-launch, the campaign’s results and the risks involved with a campaign of this nature.
Who are "Generation Z"?
Often to the dismay of those defined as "Generation Z" - much like the Millennials who came before them - the…
A checklist of the 13 most common touchpoint leaks
Over nearly two decades in marketing, and across well over 200 businesses – from as large as Microsoft and as micro as the back bedroom – I have yet to find a single one that isn’t leaking potential profit somewhere in their marketing operation. And, even those that have it pretty tight can usually notch it up with a few judicious tweaks.
Categorising marketing profit leaks
In pulling all this together, I found that profit leaks fall into two clear categories. The first, and most obvious, are those that relate to how you interact with the outside world. That is, the touchpoints with customers, potential customers, or anyone else who might encounter your business. Of these, I have defined thirteen typical ways that most businesses lose money in their marketing.
The second category is what I call the Foundation Leaks, and they are far more…
As another new year begins, marketers naturally look to develop their skills and awareness in the areas they are responsible for. For me, social media is a key area and within this, these are the areas that I believe are likely to effect social media marketing effectiveness in 2013. How do you see it?
1. Embrace social search
The launch of Google+ in 2011 and its continued development in 2012 is just one of many signs that traditional search is becoming increasingly influenced by social signals. Whilst great content and effective link building are still the most effective ways of optimising your website for search engines, genuine social media activity is also playing a part, too.
Google’s Search Plus Your World, its numerous algorithm updates and the introduction of the Knowledge Graph are yet more signs that quality…
Do magic words exist or are they a copywriting myth?
I recently received a copywriting advice email from Yale University describing the ‘the most powerful words in the English Language’. Here they are:
Although I agree that these are powerful words, I doubt Yale really conducted any rigorous research – and if they did, it’s certainly not something that the University chooses to share on its official website.
What is interesting is how long these types of list have been "doing the rounds". It taps into the insatiable demand for instant solutions. Human nature finds the notion very appealing that all you need do is sprinkle a few magic words into your writing like fairy dust and, Hey Presto, an instant increase in sales pops out of the hat.
Using magic words in the right place in your copy and in the right order…