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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…

Five steps to creating an effective process that generates results

It’s difficult to argue with the benefits that good content marketing can deliver for businesses. We have talked regularly here on Smart Insights about the opportunities provided by great content and how it fuels many inbound marketing techniques, including: SEO Paid search marketing Social media marketing Email marketing Conversion rate optimization However, once the overall strategy and approach have been agreed, the next step is execution. Unfortunately, creating and maintaining good quality content is not straightforward. There are often many stakeholders and dependencies across businesses, including marketing, PR, creative and legal/compliance. If you work for an agency you will also need to consider the client’s point of view, too. [si_guide_block id="8807" title="Download our Individual Member Resource – Editorial calendar spreadsheet" description="Use our Excel editorial calendar to effectively plan your campaigns and content schedule for your entire brand."/] One of the trickiest elements of the…