In this member webinar hosted by digital strategist Dr Dave Chaffey, co-founder of Smart Insights explains techniques to help you review your digital capabilities, set your future direction and articulate strategy to colleagues.
You will learn how to:
> Discover the digital maturity of your business
> Define goals needed to achieve transformation
> Plan and prioritize activities to integrate digital
> Influence company culture and instil a process of continuous improvement
Includes examples from a range of sectors including leaders from some generally less mature industries such as Manufacturing, Aerospace and Defence, Higher Education, Financial Services, Engineering and Construction.
Discover the trends that will make an impact on your business at the start of the new decade.
Understand what consumers want from brand emails, the current email marketing trends and which ones will help you deliver on your business goals for 2020. Komal will take you on a journey of technology, psychology and creativity that will help you to create a powerful future-proofed email marketing strategy for this year and into the roaring twenties!
Pure360’s mission is to help marketers be the best they can be. With our webinar we will help you understand:
- Technology advances that you should be focussed on and those that you can afford to avoid.. for now...
- How to be human
- The importance of back to basics
Win more customers with an integrated marketing communications strategySmart Insights
Smart Insights’ Co-Founder, Dr Dave Chaffey, joins Julie Bordato of Salesforce for an in-depth look at how to win more customers with an integrated marketing communications and automation strategy.
On this webinar, you will learn from:
- Our mindtools to help you review your current approach.
- Automation examples, from simple to more advanced.
- A Q&A explaining where to start and how to optimize for better results.
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Discussion: The opportunities provided by AI for online search and merchandising
The way retailers have merchandised online stores hasn’t changed since the early days of E-
commerce, but it has now.
This presentation looks at the disruption and opportunities that come
from Artificial Intelligence and goes beyond the buzzwords to get to grips with how AI techniques
like machine learning and predictive analytics help to solve the complex problem of serving the
most relevant products in ALL cases.
You will learn how to
* Understand the scale of the challenge and the opportunity
* The limitations of traditional online merchandising
* How AI impacts online merchandising by improving search, coping with trends in real-time,
providing insights and making the work of merchandisers more productive and enjoyable
* How and why not all AI solutions are the same
* Make the organisational changes required to accommodate AI-based merchandising
Presenters : Dr Dave Chaffey, Smart Insights and Andrew Fowler, country manager, Apptus UK
Discover the trends that will make an impact on your business at the start of the new decade.
Understand what consumers want from brand emails, the current email marketing trends and which ones will help you deliver on your business goals for 2020. Komal will take you on a journey of technology, psychology and creativity that will help you to create a powerful future-proofed email marketing strategy for this year and into the roaring twenties!
Pure360’s mission is to help marketers be the best they can be. With our webinar we will help you understand:
- Technology advances that you should be focussed on and those that you can afford to avoid.. for now...
- How to be human
- The importance of back to basics
Win more customers with an integrated marketing communications strategySmart Insights
Smart Insights’ Co-Founder, Dr Dave Chaffey, joins Julie Bordato of Salesforce for an in-depth look at how to win more customers with an integrated marketing communications and automation strategy.
On this webinar, you will learn from:
- Our mindtools to help you review your current approach.
- Automation examples, from simple to more advanced.
- A Q&A explaining where to start and how to optimize for better results.
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Discussion: The opportunities provided by AI for online search and merchandising
The way retailers have merchandised online stores hasn’t changed since the early days of E-
commerce, but it has now.
This presentation looks at the disruption and opportunities that come
from Artificial Intelligence and goes beyond the buzzwords to get to grips with how AI techniques
like machine learning and predictive analytics help to solve the complex problem of serving the
most relevant products in ALL cases.
You will learn how to
* Understand the scale of the challenge and the opportunity
* The limitations of traditional online merchandising
* How AI impacts online merchandising by improving search, coping with trends in real-time,
providing insights and making the work of merchandisers more productive and enjoyable
* How and why not all AI solutions are the same
* Make the organisational changes required to accommodate AI-based merchandising
Presenters : Dr Dave Chaffey, Smart Insights and Andrew Fowler, country manager, Apptus UK
Covering the 5 pillars for future success in marketing based on a research report from HubSpot and Smart Insights - https://offers.hubspot.com/the-future-of-marketing-2019
A webinar from Dave Chaffey for the Smart Insights 2020 Digital Priorities
Top tips for driving leads and optimising conversions in 2020Smart Insights
Do you struggle to get customers to your site? Are you unsure where you should focus your time and resource when people actually start engaging with your content? Confused about where you should be collecting data and how to showcase success to your stakeholders?
Join Phil McGuin, Demand Generation Director and Will Garbutt, CRO and UX Manager from digital agency Stickyeyes as they show you how to maximise your end-to-end customer journey to create an amazing user experience that converts prospects and drives commercial success.
With experience in both B2B and B2C markets across a range of industries, they’ll draw on real-world case studies to show you:
- How you can engage customers with your website and proposition;
- The importance of acquisition mapping and capturing the right customer information;
- How to navigate your customers through their lifecycle stages to encourage conversion and advocacy; and
- Examples of the tools you can use and the data you should be collecting to measure and optimise success.
Why A ‘Channel Agnostic’ Approach To Search Can Deliver Greater ROISmart Insights
Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return?
Curated tips and tricks to get the most out of your content in 2020.
With such an interconnected world, full of rich content and amazing user experiences, the opportunity to reach new customers is more tantalising than ever before. But how will you reach them all? If you're ready to revolutionise your global content strategy and kick off the decade with all the right tricks up your sleeve, then this webinar is for you.
Join Smartling's VP of Marketing, Annette Obermeier, as she unveils her top 10 hacks for Global Content that can improve your content right now.
- Annette’s absolute hacks to supercharge your global content in 2020
- Surefire methods to maximise your reach with actionable content promotion
- How to position your source content for success with an agile localisation strategy
- Proven, real-world stories from brands just like yours that have revolutionised their global content strategy for success
To support a panel discussion with IBM and Oracle at TFM London 2018. Includes the Smart Insights 30 categories of martech tools and AI options visuals available via our blog
What do people really search for? How to tackle unclear keyword research topicsSmart Insights
When you’re researching topics that are vague or hard to understand, the key is to uncover search intent in the data and to seek out a topic expert in the field.
Join this presentation for pro tips on uncovering intent and relevance hidden in your search data and in the minds of the people behind the scenes.
Digital transformation has been around for a while now but what it takes to be successful at it continues to change at pace. Here we look at the latest trends and how businesses are implementing them in real-world examples.
A talk at E-commerce North Show from Dave Chaffey of Smart Insights covering 15 questions to ask about the latest trends including AI and machine learning and user experience.
Digital experience and transformation 2016 - Web design examplesSmart Insights
Bob Egner of Episerver gives examples of state of the art web designs as businesses use mobile and web experiences to enhance their brands and develop commercial benefits.
Using CDPs to get the most value from your customer data.
Learn how a Customer Data Platform works, what it makes possible, how to find the right CDP, and how to deploy successfully.
In this webinar we'll:
- Learn steps in building a strong customer data foundation
- Understand the benefits of using a Customer Data Platform
- Define key use cases supported by a CDP
- Know how to find the right CDP for your business
- Prepare for a successful CDP deployment
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
Understanding the Metrics that Drive Real Business ImpactLinkedIn
When budgets are tight and teams are slim, understanding the impact of your programs is more important than ever. But what are the metrics that really matter? It’s time to move beyond top funnel engagement metrics and dive beneath the surface to understand the quality and effectiveness of the KPIs that actually benefit the business.
If you’re struggling to identify the metrics that prove your marketing efforts are providing business worthy return, this should help. By reviewing this presentation, you’ll learn the difference between metrics and analytics and which powerful metrics you should be looking at to become more efficient at optimizing the purchase path and driving revenue.
Managing Digital Marketing in 2015
Best practices for integrating digital technology,
marketing and advertising to fuel business growth
Author: Dr Dave Chaffey
Research in collaboration with TFM&A 2015
Published: January 2015
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2BReally B2B
If you couldn't make our B2B Marketing Fundamentals workshop at Marketing Week Live, or just want a refresher, check out our slides on the following topics:
• Revolutionising your B2B digital marketing strategy to create leads and revenue generation opportunities
• Using digital content marketing techniques to bolster leads and enhance conversion
• The role of social media in your B2B marketing strategy to support the sales funnel
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
10 recession-beating digital marketing tactics for business growthSmart Insights
Marketing agility and smarter use of digital marketing are more important than ever to future success because of the changes in consumer and business demand for services prompted by the COVID-19 pandemic and ensuing recession.
Join Dr Dave Chaffey in our free members' webinar to learn techniques to improve lead generation and sales. Dave will cover:
- Examples of practical ideas to improve digital interactions with consumers through the customer journey
- Recommendations on how to plan and prioritize these ideas
- A data-driven approach to identify and test new opportunities
Covering the 5 pillars for future success in marketing based on a research report from HubSpot and Smart Insights - https://offers.hubspot.com/the-future-of-marketing-2019
A webinar from Dave Chaffey for the Smart Insights 2020 Digital Priorities
Top tips for driving leads and optimising conversions in 2020Smart Insights
Do you struggle to get customers to your site? Are you unsure where you should focus your time and resource when people actually start engaging with your content? Confused about where you should be collecting data and how to showcase success to your stakeholders?
Join Phil McGuin, Demand Generation Director and Will Garbutt, CRO and UX Manager from digital agency Stickyeyes as they show you how to maximise your end-to-end customer journey to create an amazing user experience that converts prospects and drives commercial success.
With experience in both B2B and B2C markets across a range of industries, they’ll draw on real-world case studies to show you:
- How you can engage customers with your website and proposition;
- The importance of acquisition mapping and capturing the right customer information;
- How to navigate your customers through their lifecycle stages to encourage conversion and advocacy; and
- Examples of the tools you can use and the data you should be collecting to measure and optimise success.
Why A ‘Channel Agnostic’ Approach To Search Can Deliver Greater ROISmart Insights
Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return?
Curated tips and tricks to get the most out of your content in 2020.
With such an interconnected world, full of rich content and amazing user experiences, the opportunity to reach new customers is more tantalising than ever before. But how will you reach them all? If you're ready to revolutionise your global content strategy and kick off the decade with all the right tricks up your sleeve, then this webinar is for you.
Join Smartling's VP of Marketing, Annette Obermeier, as she unveils her top 10 hacks for Global Content that can improve your content right now.
- Annette’s absolute hacks to supercharge your global content in 2020
- Surefire methods to maximise your reach with actionable content promotion
- How to position your source content for success with an agile localisation strategy
- Proven, real-world stories from brands just like yours that have revolutionised their global content strategy for success
To support a panel discussion with IBM and Oracle at TFM London 2018. Includes the Smart Insights 30 categories of martech tools and AI options visuals available via our blog
What do people really search for? How to tackle unclear keyword research topicsSmart Insights
When you’re researching topics that are vague or hard to understand, the key is to uncover search intent in the data and to seek out a topic expert in the field.
Join this presentation for pro tips on uncovering intent and relevance hidden in your search data and in the minds of the people behind the scenes.
Digital transformation has been around for a while now but what it takes to be successful at it continues to change at pace. Here we look at the latest trends and how businesses are implementing them in real-world examples.
A talk at E-commerce North Show from Dave Chaffey of Smart Insights covering 15 questions to ask about the latest trends including AI and machine learning and user experience.
Digital experience and transformation 2016 - Web design examplesSmart Insights
Bob Egner of Episerver gives examples of state of the art web designs as businesses use mobile and web experiences to enhance their brands and develop commercial benefits.
Using CDPs to get the most value from your customer data.
Learn how a Customer Data Platform works, what it makes possible, how to find the right CDP, and how to deploy successfully.
In this webinar we'll:
- Learn steps in building a strong customer data foundation
- Understand the benefits of using a Customer Data Platform
- Define key use cases supported by a CDP
- Know how to find the right CDP for your business
- Prepare for a successful CDP deployment
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
Understanding the Metrics that Drive Real Business ImpactLinkedIn
When budgets are tight and teams are slim, understanding the impact of your programs is more important than ever. But what are the metrics that really matter? It’s time to move beyond top funnel engagement metrics and dive beneath the surface to understand the quality and effectiveness of the KPIs that actually benefit the business.
If you’re struggling to identify the metrics that prove your marketing efforts are providing business worthy return, this should help. By reviewing this presentation, you’ll learn the difference between metrics and analytics and which powerful metrics you should be looking at to become more efficient at optimizing the purchase path and driving revenue.
Managing Digital Marketing in 2015
Best practices for integrating digital technology,
marketing and advertising to fuel business growth
Author: Dr Dave Chaffey
Research in collaboration with TFM&A 2015
Published: January 2015
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2BReally B2B
If you couldn't make our B2B Marketing Fundamentals workshop at Marketing Week Live, or just want a refresher, check out our slides on the following topics:
• Revolutionising your B2B digital marketing strategy to create leads and revenue generation opportunities
• Using digital content marketing techniques to bolster leads and enhance conversion
• The role of social media in your B2B marketing strategy to support the sales funnel
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
10 recession-beating digital marketing tactics for business growthSmart Insights
Marketing agility and smarter use of digital marketing are more important than ever to future success because of the changes in consumer and business demand for services prompted by the COVID-19 pandemic and ensuing recession.
Join Dr Dave Chaffey in our free members' webinar to learn techniques to improve lead generation and sales. Dave will cover:
- Examples of practical ideas to improve digital interactions with consumers through the customer journey
- Recommendations on how to plan and prioritize these ideas
- A data-driven approach to identify and test new opportunities
Dr Dave Chaffey explains the success factors for creating a digital strategy using the latest examples and research from a range of industries. Omnichannel is relevant to all sectors' and includes examples form sectors including Brands, manufacturers, retail, healthcare, FS and B2B.
Marketers are increasingly struggling to generate sales ready leads and demonstrate the real business value of their work.
In this presentation, you'll learn how to implement a marketing strategy that generates high quality leads and demonstrates an ROI on your activity, showing the real business value of the marketing unit.
The consumer has been the king for quite a while now. Why then are organizations struggling to engage the consumer, personalize its offering and maximize the value that they can realize.
BRIDGEi2i presents a comprehensive, end to end Consumer Analytics solution that helps you know your consumer better, predict purchasing decisions and personalize recommendations
10 Digital Marketing Essentials for any type of business Dave Chaffey
What are the techniques of online marketing that businesses MUST get right today? Dave Chaffey of Smart Insights presented at Portsmouth Business School on 8th October 2014 and repeated with a longer version at Leeds University Business School on 15th October.
Discover the best practices and considerations for engagement marketing success!
For digital transformation to be achieved, businesses need to think about their wider business strategies considering the people, processes and technology required to leverage an effective results-focused marketing strategy.
This event from Marketo and digital consultancy partner, SuccessFlow, follows the trend of many marketers investing into marketing platforms with no digital strategy. Doing this can lead to wasted time and budget, and there is often limited ability to track success of your marketing automation investment.
Day 1 driving business impact multichannel excerptAnn McCartan
An excerpt from Day 1 of a 3 day seminar series on Multichannel Marketing, from strategy to detailed contact plans, campaign examples, metrics and modeling.
Is My Digital Marketing Strategy Still Relevant in 2016?Capstrat
Shift and disruption are driving the digital industry. Technology advances continue to be a moving target. Learn how digital marketing continues to evolve, and get tips for refining your digital marketing strategy in 2016.
A Keynote delivered for the Comms Rewired conference organized by The Scottish Council for Voluntary Organisations (SCVO) - the membership organisation for Scotland’s charities, voluntary organisations and social enterprises.
Integrating digital channels in not-for-profit marketing: best practices and trends.
Covering examples of the latest best practices in digital marketing for charities
What's new in B2B marketing? 2021 B2B Digital Marketing trendsSmart Insights
A keynote by Dave Chaffey for B2B Expo November 2021
Sagefrog research URL now: https://www.smartinsights.com/b2b-digital-marketing/b2b-marketing-trends/
The impact of Covid19 on your digital strategySmart Insights
The past 2-3 months has accelerated digital demand by 2-3 years.
In this session we look at what is here to stay and how to not only survive, but thrive as a business going forward with a more digital future.
We will be showing you how to understand where your business is today, what key areas to focus on, and how to prioritise digital transformation strategies.
Improve Lead Quality with AI powered call trackingSmart Insights
Discover how top brands have incorporated Artificial Intelligence into their online lead generation strategy to generate a greater return on investment from Google Ads.
Google's data confirms that over 70% of sales leads are generated through inbound phone calls - find out how they used AI to discover whether the call was a sale or not in real time, enabling faster optimisation.
5 Key Takeaways:
- For offline sales, bridging the gap after they click hasn't always been possible, until now using Artificial Intelligence
- Call Tracking has its limitations without AI - you know you've had a call, but was it a new sale or a returning customer?
- Trying to match data from multiple systems won't always be accurate - create your own data with AI
- Using AI can speed up your call analytics, enabling you to understand in real-time what's happening with your lead generation strategy to implement real-time optimisation of your Google Ads.
- Generate more sales through better customer insight, not only from new customers, but returning customers and what keywords they are using to find you.
If you are looking at new ways to generate inbound telephone leads, improve the quality of leads or improve conversion then you should tune in for this webinar.
In this webinar, you'll learn about the band members and digital marketing techniques you and your company need to master to compete in the future.
We'll explore how to engage your crowd by getting to the heart of the customer. You'll also learn how bringing together each member of the band can ensure your marketing acts a force for growth.
10 strategies for increasing sales with conversion funnelsSmart Insights
Examples and best practices for increasing conversion from a webinar by Dr Dave Chaffey of Smart Insights in collaboration with our partner GetResponse
6 steps to create a data-driven content strategySmart Insights
Learn how to include search data into content creation and optimization.
“Online content should win hearts and machines.”
In this practical webinar, we’ll look at:
- How to create content that meets the expectations of your target audience
- How to use search intent to know what users want
- Learn how to identify relevant topics
- How to select the right type of content
Top social media trends for 2020 with Matt NavarraSmart Insights
We will be joined by Matt Navarra for a deep dive into the latest social media & martech trends.
Social media trends can be fleeting, but some stick around and become pillars of the social media world.
We spoke to over 50 industry experts to find out which trends they thought would be the most crucial for social media teams to act on in 2020.
Here's what will be covered:
- 3 key trends for 2020
- Discover the next generation of social, technology, and marketing
- Campaign inspiration from leading brands
How to maintain vibrancy in your marketing workforceSmart Insights
Personalization of a learning journey can make the difference between engagement and disengagement for employees.
In this practical webinar, we’ll look at:
- Training, performance and employee engagement
- Workplace learning trends
- Learning as a continuous UX
- Mapping the learning journey
Best Practice To Take Your Digital Content And Brand GlobalSmart Insights
Join Smartling’s Director of Global Marketing, Annette Obermeier, as she shares best practices to make your content work for you across borders and have your translation budget work overtime.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
4. 4@SmartInsights
Agenda
• The 5 pillars of omnichannel transformation
• How to:
• Assess digital maturity
• Set goals
• Plan and prioritize
• Facilitate change
5. 5@SmartInsights
Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > ½
million uniques/quarter.
Premium members in over 120
countries use our planning
guides, templates and online
courses to Plan, Manage and
Optimize their digital marketing.
We also deliver consulting and
training for members.
Digital Marketing strategist, consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey
and Smart Insights
6. 6@SmartInsights
Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Do ask questions at any point via the Questions panel
• Share viewpoints or questions via @SmartInsights
• Give your views in the votes
• We will leave c10 minutes for Q&A at end
7. 7@SmartInsights
Poll – what are your plans for transformation?
• A: No plans to run a transformation programme
• B: Planning a programme within 12 months
• C: Just started (within 2 years)
• D: Mature programme (in place for 2 years)
11. 11@SmartInsights
Designing
Audience > value
proposition fit.
Digital branding.
Planning UX,
Content and
Communications
priorities
Optimizing
platform
best practices
Managing
Brand, People
and Process
Mastering
Martech, Data
and Insight
The 5 pillars of omnichannel transformation
12. 12@SmartInsights
Pillar 1. Omnichannel value proposition AND
lifecycle contact strategy
Develop your Digital Value Proposition =
• Digital augmented products and buyer journeys
• Content engagement strategy
• CX + UX : User and Customer Experience
• Brand personality and Tone-of-voice
• Omnichannel automated contact strategy via marketing
automation, personalization – AI supported in future
• Benchmarking informed by insight :
• By market segment and personas
• Digital audience insight
• Brand perception – Voice of Customer
• Digital Analytics
13. 13@SmartInsights
Example listening community
Source: Vision Critical
The company launched the PRU for You (PFY)
community in July 2016 to allow greater
engagement with customers and to give them a
voice in developing new products and services. PFY
has 4,500 members: 88% are customers and 12%
are agents.
14. 14@SmartInsights
Q. Are you adding value to a brand
through your DVPs?
Audience use of
website and social >
Personas
Commercial goals >
Customer
engagement goals
> DVP
Branded
Content Marketing
Engagement Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
DVP = Digital Value Proposition
= Brand adding value to audiences
Help me Buy! (Online OR offline)
Help me Use products
Help me do my job / live my life
Help me develop / learn
Make me look good (to colleagues or family)
Entertain Me!
14
17. 17@SmartInsights
Why Omnichannel?
“Multichannel is an operational view – how you allow the customer to
complete transactions in each channel.
Omnichannel, however, is viewing the experience through the eyes of your
customer, orchestrating the customer experience across all channels so that it
is seamless, integrated, and consistent.
Omnichannel anticipates that customers may start in one channel and move
to another as they progress to a resolution. Making these complex ‘hand-
offs’ between channels must be fluid for the customer. Simply put, omni-
channel is multi-channel done right!”
John Bowden, Senior VP of Customer Care at Time Warner Cable
35. 35@SmartInsights
Key question: What is on your dashboard?
How do we simplify many measures?
Broad commercial aims – 5S s
Forecast SMART commercial and audience engagement
VQVC for RACE on a dashboards
Dashboards - support goals and objective
Clarity on purpose and direction
Tracking data not included in dashboards
36. 36@SmartInsights
How compelling is your digital vision?
• 1. Show change needed with BHAG strategy
drives this
• 2. Show how digital channels will help the customer
• Start with the customer… What types of value will you
provide to enhance the brand?
• 3. Show the benefit to the company in
terms of growth, profitability or
efficiencies
• e.g. easyJet, ASOS
38. 38@SmartInsights
n Searches
% Brand
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
Page views/
visit
Act
Interaction
and leads
nLeads
%
Conversion
to lead
Page value
Goal value
per visit
Average
order value
Convert
Sales and
profit
nSales
%
Conversion
to sale
Sales
value
n Brand
mentions
Engage
Loyalty and
advocacy
% active
customers
% Customer
conversion
% existing
sales value
Goal setting and measurement –
Test your reporting against VQVC
Volume Quality Value
41. 41@SmartInsights
Objectives
The Opportunity
Substantiation
Based on situation analysis
Strategies to achieve objectives
Digital tactical initiatives
KPIs
Critical Success Factors to
measure
OBJECTIVE 1: REACH -
to increase the reach
of our current website
from 250,000 unique
visitors per month to
400,000 over 12
months focusing on
earned media.
This is a +60% increase.
We increased by +80%
the previous year
without SEO, but volume
of search demand is
limited
With improved content
quality we can increase
social sharing
Proactive SEO
Social media amplification
Remarketing on AdWords,
Facebook and Twitter
Partnering with
complementary sites
Increase volume/% of
Natural search visits –
monthly increments
Brand mentions via
social media
Example: One page digital strategy output
42. 42@SmartInsights
Identify and implement “Quick Wins”
Examples supporting
business priorities
• P: Digital-led campaign
or product launch
• R: Paid media to reach
key target audience
• A: Hero content to
boost lead gen
• C: AB Test
• E: VIP customer onboarding
via marketing automation
43. 43@SmartInsights
Example of testing USPs/DVPs
• An A/B test that included USPs on the
homepage resulted in a 6.2% increase in new
visitor conversion rate and a 3.7% increase in
overall conversion rate.
• Following this, Eurostar created targeted
messaging for registered users to increase
the number of registrations on site to help
improve their customer insights.
• Generating significant double-digit increases
in conversions for new users
Source: Monetate case study
45. 45@SmartInsights
Define opportunity
Persona, VoC and comparator analysis
Analytics review
Capability audit - Identify improvements
Forecast lead and sales targets
TOWs summary
Create strategy
Review ALL touchpoints across RACE to generate options
Map content to lifecycle communications
Create comprehensive communications plan
Prioritise actions
Define recommendations
Identify quick wins
Longer-term improvements
90 day planning
Our data-driven marketing
improvement process
46. 46@SmartInsights
Driving change through a Centre of Excellence
Source: Accenture – covered on Smart Insights blog
See this detailed DCoE guide for
more detailed recommendations
covering 18 key activities for a
DCoE
47. 47@SmartInsights
Agreeing who does what
Central
resource
(Activities
done FOR
country)
Hybrid resource
(Activities done WITH country)
Local resource
(Activities done BY country)
See this detailed DCoE guide for
more detailed recommendations
covering 18 key activities for a
DCoE
48. 48@SmartInsights
Example – Global Content strategy at GSK
• Internal and external digital communications
channels managed by the same team
• Content of consistent message, tone, style and
quality within channel and across internal and
external digital channels
• Balance of reactive and proactive, campaign-led
storytelling that is in tune with our audience
• Sophisticated metrics which give us true insights
into our audience, our digital performance
and our impact
Source: Rachel Cooper, Global Content Strategy and Editorial, GSK. Presented at DigiStrategy event.
51. 51@SmartInsights
Next steps?
• Business members:
• Digital transformation toolkit
• Individual members:
• Digital strategy toolkit
• Free members:
• Benchmarking templates
• Consulting and training
Editor's Notes
Source: IrishTimes in 2017 https://www.irishtimes.com/news/world/europe/child-smartphone-addiction-growing-says-german-drug-agency-1.3101529
Showing the need to integrate web experiences with other paid, owned, earned channels