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More valuable tools and technologies are to come for marketers this 2023, but it will only serve you well if you understand what lies in the future for email marketingThere are around 3.7 billion email users in the world today, with the figure likely to grow to 4.3 billion by 2023. This makes email marketing a viable strategy to put your efforts into, especially as the ROI for it is around 3,800%. It also remains an important source of information for B2B companies.
No matter how useful email marketing is for your digital outreach, it still doesn’t warrant unwanted emails. According to a survey by DMA Insights, 53% of consumers say that they receive too many irrelevant emails from companies.
More valuable tools and technologies are to come for marketers this 2023, but it will only serve you well if you understand what lies in the future for email marketing.
The non-linear funnelAdvancements in technology have given birth to new marketing tools, changing the buyer’s journey forever. Before, we believed that prospects go through a cone – they start at the top where they either learn more about the product and service or opt out, moving down to the slimmer bottom half where they then close the deal.
Nurturing over selling Targeted automationAutomation isn’t just about making tasks easier to handle. For instance, automated email campaigns are helping marketers create personalized messages for specific and targeted audiences.
This is done by creating targeted workflows that are triggered by user engagement or behavior and are not dependent on marketers choosing a time to send out messages. This means that your prospects and clients only get messages that are relevant or of interest to them, at the right time.
A recent survey reported that targeted emails might likely generate half of a company’s email marketing revenue, as opposed to non-targeted ones. In addition, HubSpot said that targeted emails could account for 58% of earnings and increase profits up to 18% more.
With these numbers, expect targeted campaigns to be even more targeted, as email marketing continues to become smarter, engaging only with audiences who find value in it.
Hyper-personalizationThe pitfall of automation is that your message may come across as robotic. If it does, people won’t read it, no matter how informative you think it is for them. That’s where the human touch – personalization – comes in; your audience still wants authentic connections with brands.
Personalization is not just about knowing your audience by name or having an over-the-top design: it’s about providing solutions before they even know about it. It’s about making your customers feel like you know them personally.
Integrating with other marketing channelsMuch like the different departments in your agency, your digital marketing channels should be incorporated to work on shared goals. For your future campaigns, use email marketing to link to your blogs and social media accounts that may contain relevant images, videos and content. Recognize it as a channel to maximize your business goals.
Interactive and text-only emailsThe days of plain-text emails may be long gone but marketers are seeing a shift in consumer preference when it comes to emails. Experts have found that most users appreciate text-only emails that do not overuse HTML styles because they better “resemble a personal message that comes from a family member or friend,” and seem less sales-oriented.
Text-only emails are starting to become popular, but so is interactive content. This could include image galleries, quizzes and GIFs. Aside from giving information, some users find the design exciting. Plus, interactive content fosters engagement.
A focus on privacy and data securityWith controversies surrounding hacking and misuse of personal data, governments around the world are placing more aggressive measures for data privacy, most notably the European Union passing the General Data Protection Regulation (GDPR) law. GPDR also affects the “gathering and sharing of third-party info for anyone whose email content reaches a member of the EU.”
Mobile optimizationA few statistics to prove that the future is mobile (including email marketing):
55% of emails are opened on mobile devices as opposed to laptops.
People use mobile three-quarters of their time to email.
75% of the almost-billion Gmail users access their email on mobile.
It seems like it’s not enough to simply send emails – you need to create designs that can be retrieved and read on mobile devices. It’s also important to note how, when and where your emails are being opened, as it can drastically affect your campaigns.
In conclusionFind out more about the email marketing’s emerging trends you need to survive with Connext Digital’s infographic:
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10 Marketing Trends To Act On In 2023
How to integrate digital media and technology to increase the contribution of digital marketing
Please see our latest 2023 marketing trends posts for our most recent insights.
I feel fortunate to have followed some of the amazing major changes in digital marketing and technology over the last 15 or 20 years. I’m sure you will have enjoyed living through, following and acting on these changes too. Looking back, we’ve seen a phenomenal growth in the importance of organic, then paid search, then social media and more recently, incredible worldwide growth in mobile and particularly smartphone usage.
As well as this article, to help Smart Insights members, we also have a more detailed free download of the marketing megatrends, which are 9 digital marketing and martech megatrends that will help give you an edge in 2023.
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Looking forward, in this article, I’m going to review 10 new trends which I believe, based on my experience consulting and training, are relevant for marketers across businesses of a range of sizes. But, first, I’m interested to know what you think will be important to you and your business in 2023.
Which marketing trend will be most important to you and your business in 2023?We have asked this question over the past few years and it’s been really interesting to see what ‘rocks your digital world’ since there are some common themes amongst the top 3 and some activities surprisingly low. The question we asked was around the most important commercial trends. We had around 850 votes from marketers in different types of business from around the world. Thank you if you voted! Here’s what you thought:
By asking for just one technique from many, this helps shows the top 3, 5 or 10 top-level trends. There are a clear top three techniques, each over 10%, but with a long tail of many other techniques showing the potential for optimising different areas of digital marketing. Let’s take a look at the top three…
It’s no surprise to see content marketing ‘top of the pile’ since this has been in the top three for each of the years we have run this poll. We see content marketing as the ‘engagement’ fuel that powers all digital communications from search to social to email marketing to creating website experiences which convert. Our content marketing toolkit is popular since members want to learn a more planned approach to mapping content against personas across the customer journey.
More of a surprise is that Big Data is in second position. I think this is because marketers are aware of the potential of using data as what we call ‘actionable insight’. To help the decision on which technique to choose, we expanded upon the short labels you see in some polls to help scope the response more carefully. ‘Big Data’ is a nebulous term, but when we expanded the definition to include insight and predictive analytics, it shows the value of the specific marketing techniques for Big Data and this help explains why this is in position number two.
In third position is Artificial Intelligence and Machine Learning. We added this to the poll this year with the interest in it and it’s ‘straight in at number three’! It’s good to see the interest in these techniques which we have been covering a lot on the blog and in our member resources this year. In trend 8 we show how different AI techniques can be mapped against the customer lifecycle.
Here is the full listing of digital marketing techniques:
The ten marketing trends to act on in 2023If you look at the 14 themes that we covered last year, none of these top-level marketing techniques are especially new, so it’s difficult to describe them as new trends or innovations. However, techniques like Big Data and analytics, Content Marketing and Email/Marketing Automation have continued to grow in importance and will be used by many businesses.
So in my look at the trends this year, I’ll be looking at integration as the theme. In our research on managing digital marketing (another free member download) you can see that only 6% of companies thought their integration process was completely optimised, yet many are actively working on integration.
Integrated marketing communications or IMC isn’t a concept you see written about much on blogs or social media since it’s high-level with everyone getting excited at the latest minor innovations from the frightful 5 – at the time of writing we’re getting excited about the Animojis in iPhone X for example. Fun, but they’re not going to help deliver the most relevant message and offer for an individual, which is the aim of IMC.
So, let’s take a look at the 10 trends. You’ll notice that in a lot of these predictions, I’ll refer to Artificial Intelligence and Machine Learning. It’s what I see as the biggest trend to consider in the year ahead. There has been a lot of hype around it in 2023 and we’re starting to understand the opportunities. In 2023 it will become more about selecting solutions and implementation.
Trend 1. Integrating Marketing Activities Into the Customer LifecycleGiven the way the complexity of marketing and digital marketing has increased, techniques like customer journey mapping for different personas are increasing in importance to help define the most relevant communications and experiences for different touchpoints in the customer journey.
To support this, the way I like to think about how to improve the effectiveness of digital marketing is to think from the customers’ viewpoint of the communications opportunity available through the customer lifecycle for different types of business.
We define lifecycle marketing as:
Creating a managed communications or contact strategy to prioritise and integrate the full range of marketing communications channels and experiences to support prospects and customers on their path-to-purchase using techniques such as persuasive personalised messaging and re-targeting.
We designed this mind-tool to help members think through all the potential touchpoints across paid, owned and earned media. Then you can perform a ‘gap analysis’ of the use and effectiveness of lifecycle comms you are using against those you could be using to increase the relevance and response of communications.
Trend 2. Integrating personalization into the user journey / customer experienceTo increase relevance and response of comms, website personalization has been widely used within transactional ecommerce sectors like retail, travel and financial services for a long time now.
More recently, lower cost options have become available with different types of solutions. There are many forms of web personalization varying from those integrated into content or commerce management systems; those integrated into analytics solutions or standalone Software as a Service (SaaS) personalization options that integrate with your CMS and analytics. A useful method to review your use of personalization at the top-level is this experience personalization pyramid:
The three levels shown in the chart are:
1. Optimization. Structured experiments. AKA AB Testing or Multivariate testing. Google Optimize is an example of one of these services that launched in 2023.
Each one still requires separate manual rules and creative to be set up. So returns for this approach eventually diminish after the maximum sustainable number of audience segments has been reached.
3. 1-to-1 Personalization. Using Artificial Intelligence (AI) technology to deliver an individualized experience to each customer. 1-to-1 employs some of the same principles as optimization and segmentation, but by offering a solution to their two greatest limitations-delayed results and inability to scale-it represents a fundamentally different approach.
So, the main trend within personalization is increased use of artificial intelligence rather than manual rules. Plus, we can also expect to see Website personalization services being adopted across more sectors than the transactional sectors it has become popular within.
Trend 3. Integrating machine learning into marketing automationPersonalization can also be applied across the lifecycle in email comms. Yet, our research on email marketing shows that despite the widespread use of email and marketing automation systems, many companies don’t manage to put in place a full lifecycle contact system like that shown in the lifecycle visual above.
We assessed segmentation and targeting of emails based on the number of criteria that are used from none at all up to dynamic content.
The findings from our State of Email marketing report are shocking: Half (50%) don’t use any targeting whatsoever, less than a third (29%) use basic segmentation for targeting and less than 15% use segmentation and personalization rules to reach specific audiences within their database. This means that they may be missing out on opportunities for automated emails with dynamic content for welcome and nurture of prospects and customers.
Although email marketing automation is another technique where artificial intelligence and machine learning is being applied more often. Using machine learning offers opportunities to automate targeting as it does for web personalization. However, personalization is potentially more difficult since emails, by their nature, have more complex creative. This data suggests to me that many businesses aren’t ready for AI and machine learning within email marketing and they need to deploy fundamental triggered automation features first.
Trend 4. Integrating social messaging apps into communicationsThe increasing use of messaging apps is a trend we have mentioned in previous trends round-ups. According to the latest Ofcom Communications Market research more than half of the total mobile audience used Facebook Messenger (61%) and half used WhatsApp (50%). Both properties are owned by Facebook. The Snapchat mobile app had a reach of 28%, with 10.1 million unique visitors.
We’ve been looking at some early adopters of marketing applications of these social messaging apps on Smart Insights. Examples include using Pizza Express using Messenger for booking tables and IKEA for customer research.
Trend 5. Integrating video into the customer journeyVideo is also increasing in popularity fuelled by social . This breakdown of Google popularity shows the dominance of YouTube. We used to say that YouTube was the second biggest search engine, but this data shows that it is now more popular than Google Search based on number of users in a given month (this research also from the comScore panel via Ofcom).
Augmented and Virtual Reality are closely related to video engagement, but although we’ve been tracking these, we have seen fewer examples and case studies this year. So, do let us know of any examples.
Trend 6. Integrating content marketing into the customer journey using a customer engagement strategyVideo is just one type of content, albeit important. In previous polls about the technique that will give the biggest uplift in future, content marketing has been popular, in the top one or two in the list.
The trend I’m seeing here is that businesses are getting serious about treating content as a strategic resource, that means developing a customer engagement strategy using different media as shown in the lifecycle diagrams above, and at a practical level, developing content for different audiences using techniques like Personas and Content mapping. Our research shows that these customer-centric analysis techniques are growing in importance, which has to be a good thing for consumers and businesses!
Recommended resource: Content Marketing Strategy guide
Trend 7. Integrating search marketing into your content marketing activitiesIf we look at the top digital sales channels, search marketing is dominant. Social media is far behind in most sectors, despite its ongoing popularity with consumers. We now know that in many sectors social media can be a great tool for engaging audiences with a brand and improving favourability and awareness, but it typically doesn’t drive lead volume or sales. So I haven’t given social media it’s own section, although integrating it with other channels like web, search and email marketing remains relevant. See our recap of SMW London for the latest social media trends.
However, within search marketing there is today relatively little innovation that we get to hear about compared to the past. Looking at natural search shows that the Moz algorithm change history has no entries since the non-specific ‘Fred’ update in March, whereas in previous years it would have had 5+ with new updates to Panda and Penguin. This is partly down to Google sharing less, with Matt Cutts no longer actively evangelising, although updates are available from John Mueller in their Search team.
Within organic search, one trend I think marketers should be aware of is the changing face of the SERPs as shown by the Mozcast SERPs features update which shows the types of links within a bundle of top 10k keywords they monitor.
It shows the importance of techniques such as Knowledge Panels (important for brands and local businesses); Related questions; featured / rich snippets / quick answers and reviews. We have found that the way these vary across the top 3 to 5 positions can make a big difference in the volume of visits from informational searches.
Trend 8. Integrating marketing technologyIf you follow applications of marketing technology you have almost certainly seen Scott Brinker’s Martech landscape which has grown to over 5,000 vendors this year.
Our own digital marketing tools wheel seeks to simplify this, but has over 30 categories of insights and automation tools which shows the challenge of integrating marketing technology. The trend here is that there is no let up in tools offering innovative methods to analyse or automate. Our final two categories highlights some of these.
Given the plethora of martech, the most apt definition seems:
‘very large amount of something, especially a larger amount than you need, want, or can deal with’
You might expect there would be a trend to increasing use of marketing clouds, but our research suggests there isn’t widespread adoption of these.
As we have mentioned throughout this article, machine learning and AI is one of the biggest trends here, see this article and infographic for AI marketing applications across the lifecycle.
Trend 9. Integrating different data sources Trend 10. Integrating digital marketing insights sourcesOur digital marketing tools wheel contains many free and paid sources of insight about your digital marketing. Here, I’m talking specifically about services which help you stay up-to-date. We’re avid users of these services since they help us keep readers up-to-date via our own blog, twice weekly newsletters and monthly What’s Hot feature.
In a recent article on keeping marketing teams up-to-date, Mark Kelly explains that we recommend using Feedly as a way of aggregating primary marketing news sources via RSS. Plus, I recommend taking a look at Zest which is a Google Chrome extension, new in 2023, which I and the team at Smart Insights use and is well worth checking out. Its curated content is specifically designed for and updated by marketers. Like Feedly, you can use it to review the most useful content recommended by ‘the crowd’, in this case ‘your tribe’ of marketers.
Summary presentationTo give you a different format to view some of the visuals, take a look at this Slideshare
It all adds up to digital transformationSo, those are the 10 trends summarizing how businesses are looking to manage the opportunity of digital media, technology and data by integrating it into their marketing. This brings us to our final trend, digital transformation. Our Managing Digital marketing research shows how many businesses are active in transformation projects.
You can see that over one-quarter (30%) of businesses already have a transformation programme in place, with many businesses looking to launch their digital transformation programme imminently. A significant proportion of organizations have no intention to implement a programme, perhaps because they feel it is inappropriate for their type of business, for example, startups and smaller businesses or businesses who are online pure plays.
If you’re considering launching a transformation programme, see our toolkit for Business members to Managing a Digital Transformation programme.
Download Member Resource – Managing Digital Transformation Guide
Create a roadmap to implement digital transformation.
Access the Managing digital transformation guide
Marketing Action Plan To Survive In A Global Recession
What needs to go into a marketing communications action plan to survive a recession?
By May, we saw many countries moving from lockdown to re-opening some businesses, with new measures in place. But this wasn’t enough.
By mid-June, the impending global recession had been confirmed, the worst economic hit since WWII. This forecast by the World Bank demonstrates a GDP drop in 2023 for all regions, Latin America and the Caribbean being hit the worst and East Asia Pacific the least.
To help consider the priorities and options from a marketing perspective we have published this free recession marketing action plan guide to help marketers consider their next steps. In this article I review some of the main considerations.
Download our Free Resource – Creating a marketing action plan for a recession
With changes in consumer in consumer spending, it becomes vital to rapidly think through new alternative approaches to prioritize marketing activities with the biggest potential. That’s where this guide aims to help, by presenting a checklist of 45 ideas to review.
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The huge pressure of responding to a recession on marketing budgets, campaigns, and marketersThe CMO COVID-19 special report confirmed that 84% of marketers confirm they have ‘improvised to generate new marketing strategies during the pandemic’, with 42% shifting resources to new products or offerings as plans take a back seat.
Your recession-beating marketing action planAnyway, you will be painfully aware of this already, so let’s get to it. I’ve structured these ideas for you to review using the ‘plan’ part of our RACE marketing planning system.
RACE is designed to be relevant to most businesses for who digital multichannel communications are important, including both businesses that sell online and those that use digital channels to create awareness and brand preference which encourages people to work offline. It’s not designed for these times (what is?), but it does give a structure to consider ideas.
We’ll look at different ideas across the customer lifecycle shown below:
I was prompted to write this article and the accompanying guide since I was talking earlier in the week to a group of small business owners and marketers in the tourism and hospitality sector in the south of England.
Tourism destinations and their accommodation, entertainment and venues, will obviously be one of the hardest-hit sectors in the current market. In some industries, like aviation, it’s unfortunately inevitable that some staff may need to be put on unpaid leave and marketing campaigns curtailed. But for others, where there is still consumer demand, new approaches can be considered.
Does this sound overdramatic? Maybe it’s because I’m writing about this sector, who are in a battle for survival (their words). However, all industries can benefit from considering low cost and no cost inbound marketing techniques.
About these data-driven tools and techniquesWe created Smart Insights to help share marketing best practices. Two key pillars of our approach are to encourage marketers to use a more planned approach to their marketing and to harness the power of analysis to test, learn and refine your approach – it’s why we’re called Smart Insights.
Download our Free Resource – Creating a marketing action plan for a recession
With changes in consumer in consumer spending, it becomes vital to rapidly think through new alternative approaches to prioritize marketing activities with the biggest potential. That’s where this guide aims to help, by presenting a checklist of ideas to review.
Access the
Both of these techniques have the benefit that they’re free, all that’s needed is a change of mindset and changing your allocation of time through planning to focus more time on planning, testing and improving.
We know from our research that many businesses and particularly smaller businesses don’t tend to plan. It’s arguably less necessary, but now short, focused plans are more important than ever. If this is your situation, it’s really a change of mindset
Plan – defining your marketing strategy and action plans 1. Create action plans to prioritize your resourcesOur Managing digital marketing in 2023 research shows that many businesses don’t naturally plan.
This chart shows that around half of companies don’t have a dedicated digital marketing strategy and this was similar for the businesses in the workshop. Many didn’t have any formal marketing plan.
In any recession, a plan becomes even more important since you will have to revise your forecasts and really prioritize the most effective techniques. Larger businesses may develop business continuity plans, but for smaller businesses, having more flexible actionable plans are important. In this article, I’m going to cover a lot of practical ideas and hopefully, they will prompt some ideas with you that you can test, but they need to be scheduled in.
In the workshop, I talked about our recommended 90-day planning technique which will help you plan and monitor all the tests you select across RACE. For example, in one quarter you may test your home page effectiveness, in another, update your navigation.
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2. Sort your analytics!You can’t start your analysis and data-driven marketing without this. By sort, I mean customize your analytics so you can tell whether interactions with your website are really generating value for the business and you. In the workshop we talked about setting up the right types of goals and putting values against them, which is more challenging when you’re not selling online, but perfectly possible. By defining value for your goals you will then be able to much better understand the effectiveness of your content in achieving goals (though Page Value) and the effectiveness of your media investments (through Goal value per visit).
For example, Google’s Demo account data shows how Page Value provides a good way of comparing different page types to see how they support conversion – here they vary quite widely. You can work on pages that are less effective.
We also discussed the need to use Google Tag Manager, concluding that it’s not essential for small businesses, but valuable if you are going to set up more complex goals and remarketing lists.
3. Get the balance between campaign and always-on activities rightIn smaller businesses, there is a natural tendency to focus on campaign activities to generate awareness and demand. Thinking longer-term and moving from campaign to always-on marketing activities that support the long-term growth of the brand makes sense in the face of declining budgets.
The latest E-Consultancy COVID-19 stats roundup reports that UK retail footfall continues to rise in August, but remains 32% lower year-on-year. Much of this footfall seems to come from purchasing ‘essential items’ shopping (70% of UK shoppers made a trip out to do so during 12-16 August). Whereas fewer UK shoppers are regularly going out and about for non-essential items (25% of UK shoppers during the same period).
This graph from the Office for National Statistics shows how high-demand products have fluctuated in price over this time period.
To succeed in digital marketing also means tapping into existing demand as people search for your types of services or review alternative providers in listings. Gaining good ratings and visibility in Trip Advisor is important in the tourism sector, of course. Always-on also involves using automated marketing activities for email marketing and retargeting, which we’ll come back to.
Use tools like Google Trends, Keyword planner and Google Search Console to see the latest changes in behaviour.
4. Review the gaps in your always-on marketing.The visual above shows ALL the activities you could potentially deploy to integrate your paid, owned and earned media activities. Very often there are gaps in what could be used, as this example shows. Perhaps you could improve your middle or bottom of funnel content, or you could improve your email welcomes, we’ll return to these also.
5. Review your STPSegmentation stands for Segmentation, Targeting, Positioning. it’s well-known as being at the heart of focusing your marketing appeal on key audiences you’re targeting. You can read more in our free marketing models download.
In times of recessions, the balance between different audiences and markets may change. An obvious example in destination marketing, is that there will be more local companies.
6. Refine your personasEffective marketing should always start with the customer and understanding customer preferences and perceptions – and how they change through time. Personas are a great way to share your understanding of customers. So put more time into creating effective persona – our persona template gives a framework for the essential information in the ‘perfect persona’. Including content mapping is an essential way to make your personas more actionable as we’ll show with the example in the ‘ACT’ section.
7. Positioning – re-examine the strengths of your brandIntroducing research about how companies use digital media and technology, Philip Alford who invited me to speak for businesses who were members of the local tourism association, starting the day by stressing that you have to start with your brand and how the customer perceives it alongside other businesses.
8. Improve your Digital value proposition (DVP)In my books, dating way back to 2000, I recommended marketers review their ‘OVP’ or Online Value Proposition as part of their strategy. Clearly a website needs to communicate the core brand offering and brand personality, but digital gives great opportunities to add value to an audience and so develop brand preference and support purchase intent.
In the workshop, we looked at how this destination had thought through its DVP, by providing lots of options under it’s ‘Visit Us’, this is often just a single page.
In another example, this wedding venue has multiple pages describing its wedding options. By creating more detailed content and then interlinking it can help the offer become more appealing. Plus it has the benefit of making the site more effective in organic search when people are searching for this content. Simply put, the more content you develop that meets consumers’ interests, the more visits and higher conversion you should see.
9. Understand changed customer preferencesPersonas should be based on research, but they may not reflect changing concerns of the time, so look to use published research or conduct your own research to see how consumer spending power has changed.
For example, the shift value attributed to e-commerce in all persona types during the pandemic has had huge repercussions for both online and the high street.
While online sales fell back 7% in July, they still very much dominate retail landscape, with online shopping 50% up on figures from February. As physical stores began to open again, July saw an overall year on year increase for retail of 3%, but for some retailers this is not enough.
10. Benchmark communications against competitorsA simple, practical tip. Keep a closer eye on your competitors than ever. In the panel, I explained how I keep an eye on our competitors and publishers we follow using Twitter lists which can then be followed as streams in Hootsuite. It’s a geeky tip, but Matt, one of the panellists, used exactly this technique in Tweetdeck to track communications for their clubs and restaurants and then compare and improve them relative to competitors.
We also recommend setting up Talkwalker or Mention as simple free brand alerts that is more powerful than the better known Google alerts.
11. Update your brand tone-of-voiceSpeaking with a common, appealing voice can be difficult across all of the different channels, so developing a common agreed approach for people writing across. See these brand tone-of-voice examples for quick ways to reconsider your approach.
12. Smarter discountingThis technique can be applied in many sectors that need to be reconsidered during times of recession since consumers have less cash and competitors may offer deeper discounts. We discussed options for testing discounts for tourist attractions and bars and clubs and doing it in a creative way. For example testing 10, 20, even 30% discount, what works best in the customer journey. We noted that it wouldn’t work for some price points and some audiences. This is where being creative comes in since.
13. Review your martech stackThe research we discussed looked at what could be included in our martech stack. See our essential digital marketing tools and free guide for examples of types of tools you can need. As one example, I asked how many people were AB testing their website pages. While some people were testing their email creative using AB testing, few had used Google Optimize to test. This is a tool that is relatively simple, so you can get started with limited agency support.
I’d also say that using multiple cloud-based marketing tools can be expensive – some estimates put it at 15 to 25% of the marketing budget. There are potential savings here, either by consolidation to a single marketing cloud solution or stopping using tools you don’t use so much.
14. Review your marketing resourcingMany businesses will be looking at the cost vs benefit of how they use consultants and agencies. Many of the businesses I spoke to, were using consultants as specialists who knew the intricacies of digital and had set them up.
15. Encourage learningConsider the skills gaps within your team – which are most needed to prioritize. One Business Member we’re working with has recently conducted this and have concluded that it’s the fundamentals of copywriting and proofing that is the number one.
Smart Insights are all about online learning of digital marketing using relevant examples and plans, not just showing the features of systems. Through this blog, we offer many free resources or you can try our list of free online training marketing courses to improve your digital marketing skills.
Download our Free Resource – Creating a marketing action plan for a recession
With changes in consumer in consumer spending, it becomes vital to rapidly think through new alternative approaches to prioritize marketing activities with the biggest potential. That’s where this guide aims to help, by presenting a checklist of 45 ideas to review.
Access the
Using Mobile Email Marketing To Support M
5 key insights to create the best experience for your smartphone and tablet audience
You’ll know that usage of smartphones and tablets, and the revenue and engagement delivered by them, is skyrocketing. In Q3 of 2014, 25% of global traffic to e-commerce sites came from mobile devices (10% smartphones, 15% tablets) according to Monetate.
That’s up 3% in a single quarter. Meanwhile, eMarketer predicts that the value of UK m-commerce in 2013 will have reached £6.61 billion.
Understanding and optimising the customer journey and experience for these active mobile audiences has become an imperative for mainstream multichannel brands, as well as pure-play digital brands. Happily, there are simple ways to do this. Here are five steps I would start with …
Insight 1. Define ‘mobile’
Organisations, analytics reports and the media use this term inconsistently. Be clear whether it just refers to smartphones or whether it’s an umbrella term for all handheld devices including tablets.
For actionable insight into consumer behaviour and to review the effectiveness of experience, as a minimum you need to segment by smartphone and tablet and then key devices and operating system versions on iOS and Android.
Inconsistency can lead to strategic confusion, misreported usage and you won’t reliably be able to explore the distinct behaviours and appetites of each device audience.
It’s only going to get more muddled in the age of wearable tech and in-car computing so iron out your terminology now. And don’t forget to track and analyse visits to full desktop sites from handheld devices too. There will always be smartphone users who opt out of a mobile version and most desktop sites don’t redirect tablet users.
Insight 2. Map your users’ multichannel footprints
It’s vital and relatively easy to understand your users’ multichannel footprints. Users engage with you where and when they want to, via a variety of devices, often whichever is closest to hand, but there are usually clear hourly and weekly patterns.
If you plot a graph of user visits by each available channel, hour by hour, day by day and month by month for at least a 3 month period, the peaks and troughs should be clearly evident and you can realign your customer experience and marketing to optimise to these distinct audience segments. Compare mobile web vs mobile apps, as well as mobile vs tablet vs desktop patterns.
The most loyal may interact several times per day, and the additional device channels present an opportunity to connect with them more frequently, and are not purely at desktop’s expense. Don’t forget to take account of any variation in timezone in your audiences.
Insight 3. Explore seasonal, weekly and daily patterns in depth
As you plot usage of each channel, examine the most popular page flows during the regular daily peaks and troughs and try to understand the key drivers for these different visits. Are your users placing a weekly food order on a Friday night, or looking up store opening hours on a Sunday morning, or checking football scores on a Saturday afternoon?
Insight 4. Take account of context, mindset and demographics
I’ve become a little addicted to empathising with my users’ minute-by minute lives. I always find it helpful to use a combination of user research and analytics channels to fill in the context of a mobile or tablet session. What is the time and day of the visit, what are the major referring URLs? Is it a seasonal peak such as Christmas or Valentine’s Day?
Tablet evening usage provides a very different context, as users wind down from the day and browse and consume at a more leisurely pace. Rich and inspirational content such as video works well at this stage, as well as offers and time-limited activities.
Insight 5. Never make assumptions, keep asking
Never assume you know your audience but do assume the landscape won’t stand still. Interrogate the users and the stats relentlessly, and don’t be afraid of a u-turn if the situation changes at pace.
Qualitative insight work, such as asking users to record video diaries about their use of your service or a competitor’s – is just as important as quantitative research. If it’s a questionnaire, ask what top 3 features users are looking for on various devices as they may be very different.
Even within the smartphone user base, there can be surprising differences between platforms. I was once surprised to find that Android and iOS users of the same content app were choosing to read vastly different articles over a single day, despite being presented with exactly the same home screen selections so it’s worth asking seemingly obvious questions.
Why Email Marketing Is Still Important?
In the event you use email marketing in 2023? Or in case you refuse the idea, proceed, and begin having another, more current marketing strategy entirely?
If you are considering these questions at the moment, odds are you’ve read someplace that email marketing is dead. Well, I am here to let you know, email marketing is far from dead. In reality, it proceeds to attract significant results — and revenue — to companies.
Inside this guide, we will discuss the value of email marketing in 2023 and a few suggestions and strategies to enhance your small business email campaigns.
To begin with, email marketing is economical. Email programs are usually free or priced very easily.
Secondly, email marketing campaigns are extremely simple to implement. With the support of all email automation tools, you can conduct email campaigns 24/7 with no direct participation. Simply do the first installation, and everything runs alone from there.
Last, it’s highly rewarding. Email marketing frequently delivers substantial investment yields, since you’ll learn at the subsequent sections of the manual. It is a tried and tested business investment which brings excellent results.
7 reasons email marketing is crucial to your small business content strategyFollowing are a few of the reasons why you want to incorporate email marketing to your own content plan.
1. Emails generate better results than most marketing channelsAmong marketing channels, email marketing yields the maximum return on investment (ROI) for the previous ten years. Additionally, it has the maximum conversion rate (66 percent ) for purchases made in response to promotional messages.
Get better results out of your email marketing campaigns by using these tips.
Use email marketing software with performance optimization and analytics features. This allows you to make data-backed adjustments to your campaigns.
Track your key performance metrics regularly. Experiment with tactics to see which ones work, and continually improve them.
2. Emails help with customer engagement and retentionJoin with your customers by collecting their mails and receiving their permission to include them on your email marketing campaigns. Promotional mails are ideal avenues for teaching your audience and introducing your supplies without being overly pushy or intrusive.
Keep in mind these tips when reaching out to your clients using email marketing.
Your email promoting content should pack a punch. It has to be value-laden if you would like to keep your clients. You are able to share tips and suggestions, how your product solves their issues, its own attributes and best applications, etc.. Add movies , infographics, GIFs, and various newsletter designs, for instance.
Send email content with interactive formats, and diversify. Insert videos, infographics, GIFs, and different newsletter layouts, for example
Maintain your subject lines succinct and simple. Be lead or ask questions which rouse their fascination. This may increase open prices.
What Boden did is a superb email promoting example. Its subject line is tricky and consistent with its own short and readily readable content. Together with all the subject line,”New season? New wardrobe,” here is what Boden’s email resembles.
Also read: Top 6 Tips to Stay Focused on Your Financial Goals
3. Emails compel your audience to take actionEmploy these email marketing approaches to turn your email messages more persuasive.
Make your CTA switches stand out with contrasting or vivid colours. Keep your text short and actionable also.
Make sure your CTA switches lead to your landing page, as opposed to your homepage.
Also read: 10 Business-Critical Digital Marketing Trends For 2023
4. Emails improve brand awarenessUse mails to boost your clients’ understanding of your own brand. By discussing your own values, mission, services and products, etc., your viewers is going to get a better grasp of what you’re about. As your shoppers’ brand consciousness develops, it is easier for them to urge your own business since they know you better.
Boost your brand consciousness by contemplating the following tips when sending mails.
Always insert your logo and business name to improve brand recall and institution.
Make your messages memorable and distinctive.
Keep consistent branding during your mails to boost recognition and attract clients.
5. Personalize your contentRather than sending generic email blasts, produce content that is related to your recipients’ interests, purchasing actions, client journeys, along with other relevant things. Get hints about their pursuits by searching to products they watched, blog articles read, things bought and added to their own carts and wishlists.
Additionally, study your email marketing funnels to deliver appropriate content to your clients based on where they’re in the purchasing cycle.
Do this by employing email automation applications programs which allows you send certain messages based on client actions.
For example, put your email software to send welcome mails to each shopper that signs up to your own newsletter. You might even send abandoned cart mails to individuals who included items to their virtual carts but did not finish their purchases.
Setting behavior-based causes makes for successful email communication as your readers feel the content that you shipped is created especially for them.
Let us face it: Your most loyal customers do not visit your site every day. It is not they aren’t interested in your articles; they just have anything else to do.
7. Emails integrate with your other marketing channels seamlesslyThis way, your clients can trace your social networking profiles.
You might even add “throw it” switches to your own visuals to allow subscribers save them onto their own Pinterest accounts. This approach works wonders in case your services and products are images – and – image-heavy.
Emails will also be ideal for boosting your own webinars and sharing additional info about them. Irrespective of the marketing campaign you are running, you may nearly always utilize email to fortify it. That is how adaptable the station is.
Top Technology Trends For Cios To Watch In 2023 And Beyond
CIOs should ensure that they know the top technology trends for 2023 for enterprise
Associations have gone through a dramatic transformation, sped up by the real factors of the most recent two years. Chief information officers are confronting refocused essential drives that are moving away from addressing the requests connected with the pandemic. With the digital transformations that have bloomed in endeavors beginning around 2023, CIOs have turned into a vital piece of plans to manage a developing client base that is fundamentally more technically knowledgeable. Now is the time for these CIOs to evaluate their organizational priorities and focus on trends that can help maximize the growth and impact of their businesses. The 2023 trends poised to shape automation this year and beyond will focus on modernizing the variations of workspaces—remote, hybrid, and in-office.
Hybrid workplace enablement toolsThe benefit of the hybrid work model is that employees can choose to work wherever and whenever they please, meaning they can schedule time for learning and improvement more easily than if they were fully remote or office workers. Learning, training, and development don’t just happen inside training courses. As the impact of COVID-19 persists and hybrid work continues, new and better tools to enable the mixed environment may emerge and CIOs should keep a close on these tools.
The continuing data explosionPeople and businesses are generating more data than ever before. Organizations presently gather gigantic measures of buyer information from an assortment of sources. However, much of this data is not being tapped into, as it is locked away in unprocessed documents. Numerous associations are arriving at an intersection and should decide how to use each of their information to illuminate direction or face the gamble of falling behind their rivals. Automation and intelligent document processing (IDP) solutions can transform inaccessible, unstructured data into structured, actionable data to give companies the ability to glean more data-driven insights.
Widespread automation Smart space technologyThis will be augmented with smart space technologies that help in building intelligent physical spaces, such as manufacturing plants, retail stores, and sports stadiums. According to reports, 82 percent of IT leaders agree that implementing smart building technologies that benefit sustainability, decarbonization, and energy savings have become a top priority.
Collaborative data platformsThe ability to share data beyond organizational borders to create new insights is becoming increasingly important. The ability to create data ecosystems will be a top priority for enterprises in 2023. Secure, real-time cloud-based data exchanges, along with solution providers that enable collaboration based on data without the actual sharing of the granular data itself, are key enabling technologies here.
Blockchain applicationsThe enterprise use cases for open-source distributed databases and ledger technology are becoming clearer. The four most important uses cases cited by IT leaders according to the survey will be secure machine-to-machine interaction in the Internet of Things, shipment tracing and contactless digital transactions, keeping health and medical records secure in the cloud, and securing connecting parties within a specified ecosystem.
Generative AIThe world is abuzz with the promise of generative AI from natural-language generation models that can write computer code to algorithms that produce deepfakes. It’s not all hype. There are some meaty enterprise applications for generative AI, which is far more dynamic than the machine learning currently being used in most organizations.
Generative AI refers to the capability of artificial intelligence-enabled machines to use existing text, audio files, or images to create new content. In other words, it runs on algorithms that identify the underlying pattern of an input to generate similar plausible content.
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