While many bloggers are able to somewhat quickly develop a sense for the fundamentals of what it takes to go from starting a blog to writing a useful blog post, most begin to struggle when it comes to finding and marketing to the right audience—let alone learning what it takes to bring those readers in […]
What AI-based tools and digital marketing techniques should businesses from small to large be considering? I’ve been fortunate to be involved in digital marketing for over 25 years now. The opportunities presented by AI recently are the most exciting developments that I have seen in this time, since the early days, where everything from organic […]
While many bloggers are able to somewhat quickly develop a sense for the fundamentals of what it takes to go from starting a blog to writing a useful blog post, most begin to struggle when it comes to finding and marketing to the right audience—let alone learning what it takes to bring those readers in […]
A three-step approach for your retail strategy: stand out and win more retail sales in 2024 It’s no secret that the last few years have caused chaos for retailers globally. To survive you need a robust retail strategy that focuses on long-term and short-term profit for your business. According to the Centre for Retail Research […]
Benchmark your use of AI with other businesses Despite the recent hype around ChatGPT, the opportunities for using AI in marketing are far from new. We have been advising on using AI for marketing since at least 2017 when we first recommended businesses consider these 15 use-cases of AI in marketing. Yet before 2023, I […]
Website personalization, product, offer, and content recommendation services to help retailers and other businesses personalize their proposition to nurture prospects toward conversions The website personalization tools we recommend in this article enable you to segment visitors and then deliver personalized messages of the ‘next best product’ or ‘next best content’ within containers on your website […]
Why you need to rethink your B2B marketing strategy to keep up with the pace of change Let’s start with addressing the status quo. For a long time, tried and tested B2B marketing strategies have been based around a linear model, where activities aim to gather prospects at one end of a pipeline (or funnel) […]
How to research and optimize strategic brand development. Creating a strong omnichannel brand identity based on research Brand identity is often misunderstood as simply picking a color palette and a logo. In reality, this is just one element of brand development strategy. With every market bulging with competitors, carving out a strong brand identity is […]
Leading digital analytics experts share their examples of how to effectively use data and analytics to generate actionable insights for your marketing strategy The number of data sources that are available is growing every day. For some of us, this might be a good thing, but for many digital marketers it brings up a lot […]
How do direct-to-consumer businesses establish themselves in a competitive market? We look at how D2C businesses leverage owned data to reach and engage directly with consumers In recent years, brands have realized the merits of owned and self-operated direct-to-consumer (D2C or DTC) sales channels. In line with ongoing global digitalization, D2C models saw even further […]
Find out how to use the RACE Framework to optimize a more people-centric approach to marketing for manufacturing In manufacturing, marketing enables you to connect with both wholesalers and distributors, ensuring that your product reaches your customers. However, as our target decision-makers are becoming familiar with online models for other products and services, so too […]
Actionable steps to prepare for the future of marketing Digital marketing today is complex and it’s inevitable it will get more complex in the future as new technologies and platforms emerge. Take the recent rapid adoption and interest in Instagram Threads and Open AI ChatGPT, as an example. Marketers also have to contend with the […]
How to structure your software go-to-market strategy using Smart Insights’ Opportunity Strategy Action framework When planning to go live with a new product or service, it’s important to have a clear idea of how and when you will launch. This is particularly true for software marketing leaders, planning their go-to-market strategy in a growing and […]
What does omnichannel mean in Pharma? And what does digital disruption mean for this increasingly complex industry? Omnichannel Pharma does not exist in a vacuum. Many industries launched large-scale omnichannel transformations years ago, and consumers are experiencing the benefits. Of course, digitization has been gradually occurring for customers across many sectors, as the percentage of […]
Keep up to date in the ever-changing digital landscape by integrating these 5 trends in Financial Services digital marketing into your 2024 marketing strategy Financial Services is both a highly competitive and highly regulated sector. Cost per customer acquisition is high, and encouraging customer loyalty in digitally savvy audiences is challenging given that new challenger […]
Our guide to creating a SWOT analysis to define digital strategy using the TOWS technique A SWOT analysis is an essential part of any business or marketing plan. It allows you to create a plan of action based not on what you’re interested in doing or on your gut-feel, but what you need to do given […]
Playbooks empower marketing teams to improve performance from within As marketing managers, directors, and heads of marketing, we are responsible for researching and developing marketing strategies that contribute toward our business goals. This means we are continuously scanning our marketplaces, tracking our progress, and reacting to change. In well-integrated marketing teams, individuals are also contributing […]
It’s not enough to create buyer personas and leave them getting dusty on the shelf. Find out how to apply customer personas to inform each stage of your marketing strategy What are marketing personas? Customer or buyer personas are fictional people who represent target customer segments. Personas are used by marketing teams to segment and […]
What do marketers need to know and do? Exciting times for marketers who enjoy following how digital platforms evolve… It feels like 2008, as I said in my first post on Threads… Since I’ll be talking about it, amongst other trends, at a Digital marketing conference in Cambridge next week, I thought, I’d better understand […]
Learn how to create a PESTLE analysis to identify threats and opportunities in the macro environment to guide your marketing planning You may have heard PESTLE mentioned when studying marketing theory or in your workplace. It is a powerful, yet simple, analysis tool for overall business and marketing planning. In this blog we explain what […]