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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 2021! 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…

What is PR Smith's SOSTAC® marketing planning model, what is the RACE Framework, and how do you use them to win more customers?

If you don't know PR Smith's SOSTAC® model, it's worth getting to know if you're involved with planning marketing strategies or campaigns. SOSTAC® was voted the third most popular model in the CIM poll on marketing models because it's easy to remember and it makes it easy to structure plans for different planning activities. So, whether you're creating an overall marketing or digital marketing strategy or improving individual channel tactics like SEO or email marketing SOSTAC®, is your friend. In this article, we will talk through applying the SOSTAC® planning model to your marketing strategy, with the RACE Framework. [si_guide_block id="42511" title="Download our Business Member Resource – SOSTAC® Digital Marketing Planning Guide" description="When we speak to our members, many mention SOSTAC® as being really useful for structuring plans,…

The Ansoff Model is a matrix that helps marketing leaders identify business growth opportunities for their marketing strategies in a challenging market

What is the Ansoff Model?

Also referred to as the Ansoff matrix, due to its grid format, the Ansoff Model helps marketers identify opportunities to grow revenue for a business through developing new products and services or "tapping into" new markets. So it's sometimes known as the ‘Product-Market Matrix’ instead of the ‘Ansoff Matrix’. The Ansoff Model's focus on growth means that it's one of the most widely used marketing models. It is used to evaluate opportunities for companies to increase their sales through showing alternative combinations for new markets (i.e. customer segments and geographical locations) against products and services offering four strategies as shown.

How to use the Ansoff Matrix

Strategic questions that can be answered using the matrix include: Market Penetration:…

Marketers, managers, and digitally-savvy customers have all experienced first-hand the effects of Financial Services digital transformation over the last year.

Of course, challenges relating to digital transformation are not unique to the financial sector. As in many industries, COVID-19 was another resounding wake-up call for the financial industry in terms of digitalization. In this blog, I will be making my Financial Services digital transformation recommendations, based on trends and innovation in the sector at present. Even before the pandemic, Financial Services customers were already seeing rapid growth in digital services available online. The digital disruption caused by the events of 2020 only accelerated that. Now, many industry studies are suggesting Financial Services digital transformation will have a lasting effect. So, it's up to Financial Services marketing leaders to ensure their business is reaching, interacting with, converting and engaging customers across all digital touchpoints in the customer lifecycle. This is demonstrated via our popular RACE…

What are the essential parts of a multichannel marketing plan template?

Multichannel marketing, or omnichannel marketing, is the process of utilizing online and offline marketing communications channels to target and engage with your customers. As outlined in our popular Learning Path module, structure a plan using the RACE Planning framework, the purpose of a multichannel marketing strategy is to empower marketers and managers to plan, manage and optimize the resources needed to achieve business sales targets. The timeframe is typically annual but potentially longer-term, such as 18 months to three years. Examples of communications channels could include, for example: Websites Physical stores Catalogs E-mail marketing TV Text messaging Blogging Direct mail The goal is to deliver leads and sales targets for defined products and services, which can apply to an organization as a whole, or a single market if there are multiple markets and product or service categories. An effective omnichannel approach to marketing…

4IR means manufacturers are using technology and digital marketing techniques to streamline their marketing strategy

We are living and working in the 4th industrial revolution where increased competition coupled with changing customer expectations translates into a renewed focus on digital marketing for manufacturers. To keep up, manufacturing businesses need to optimize their approach to digital to stand out and defend their market share.

How does the digital era influence marketing for manufacturing?

According to Mckinsey, the objective of the global digital transformations we are seeing in technology and manufacturing sectors is to support not only the performance-management reporting cycles that the top team needs in reevaluating strategy but also the agile problem-solving systems that frontline workers use to identify opportunities. Interestingly, a PwC 2020 survey of oil and gas executives reported that these manufacturing leaders see the most potential in technologies that combine data and analysis. Their number…

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, so you can use data to inform your marketing strategy. If you're looking for a winning marketing strategy to reach and acquire more customers, why not book a free consultation to…

Exploring the latest medical landing page conversion rates to inform your pharma or healthcare marketing strategy

'What does good look like?' 'How do we compare?' and 'How do we get there?' are common questions when healthcare marketing strategy is concerned. With so much competition in healthcare marketing today, you need to benchmark yourself against the key metrics within your industry. But, good benchmarking is only as useful as your marketing strategy allows it to be. Are you confident that you're applying a data-driven strategy? Are you happy with the metrics in place to inform your digital marketing optimization? We'll delve into some recommended resources and marketing tools to help you implement your benchmarking learning and increase your healthcare customer conversion and retention.

Conversion rate benchmarking for your healthcare marketing strategy

It's useful to have conversion statistics to compare your conversion rates against if you're serious about conversion rate optimization (CRO). And with the resources and…

Use our digital marketing strategy template integrated across the RACE Framework to plan and get ahead in your digital marketing

We all know the old saying “if you fail to plan, you are planning to fail”, but when it comes to digital marketing, this really is the case. It has never been more important than it is now to create a digital marketing strategy template so you can plan, manage and optimize your online activities. Today, digital media is vital when it comes to driving leads and sales, meaning marketers need to understand how best to engage and convert online audiences. Despite this, our research shows that many businesses still don’t have a digital marketing plan. As a result, companies are missing out on the benefits of having a digital marketing plan integrated into their overall marketing plan or as a separate roadmap for digital transformation. At a time when marketers are increasingly…

Explore the essentials of a successful e-commerce marketing plan, with real-life examples. Plus find out more about our tools and frameworks to support your strategic planning across the omnichannel retail customer lifecycle

What does a good e-commerce marketing plan look like? What structures and frameworks help e-commerce marketers to accelerate their ROI? In this blog, I'll be covering the essential elements for you to apply to your online retail strategy, including a case-study of Clinique. Plus, find out how the RACE Framework will help you streamline your omnichannel marketing, so you can plan, manage and optimize every customer touchpoint in their journey to purchase. Omnichannel e-commerce marketing planning took the top spot in our recent 2021 e-commerce marketing trends report. Clearly, omnichannel planning is a hot topic for online retail marketers at the moment. But still, so many businesses are not doing it well. In this…