Earlier in February I was interviewed by Daniel Rowles of the excellent Digital Marketing podcast – Daniel and Ciaran Rogers have been running this podcast since 2010 and their interviews have become of one of the best ways of learning about the latest developments in Digital Marketing… particularly, if like many, you have a commute and a podcast is an efficient way of learning the latest.
In the discussion I discuss the latest trends, techniques and tools for getting better results from integrating digital marketing. Do let me know if you have any comments or questions in the comments or via social.
In the interview I summarise the research with the Technology for Marketing and Advertising Conference – 25th and 26th February London, where I will also be presenting it.
Resources mentioned in our discussion
State of Digital Marketing 2015 infographic
Here is the full State of digital marketing 2015 infographic we first shared on Smart Insights summarising the research we discussed in the report.
In the latest editions of my books on Digital Marketing, we feature the SmartInsights.com RACE framework for creating and managing a Digital Strategy. The idea behind RACE is to provide a simple structure for companies to develop a digital plan which meets the challenges of reaching and engaging online audiences to prompt conversion to online or offline sales.
To mark the start of 2015 we asked our friends at First 10 to update it to change from a focus on content marketing to a Digital Strategy focus as explained in the post where we launched it. I have added an introductory section on Digital Planning and reviewed and updated some of the KPIs, for example to reference the full range of VQVC KPIs for Digital. You can see that each stage of the visual gives an overview of the focus, tools and KPIs used to measure and control.
This RACE Digital Strategy infographic is one of a series of 10 infographics we have developed to help manage digital marketing. Smart Insights members can download all in this free compilation of digital marketing infographics.
Source – and larger version: Mediavision
Smart Insights have published a new free content planning template developed in collaboration with HubSpot,
It has worked examples like the one below in a 4 Step process you can follow in the Content Marketing Planning Template – explained here on Smart Insights. It available for free download via HubSpot – it also links through to the Content Marketing Planning research we completed earlier in the year.
Research report – Approaches to managing online and multichannel experiences – free research report in conjunction with Ecommerce Expo available free to Smart Insights members
A video of some nice examples of Content Marketing ‘through the ages’ – thought useful to introduce Content Marketing to students.
Innovation Horizons are a useful way of encouraging forward-thinking outside of the box of of market penetration in existing markets using existing technologies. The concept was developed in Innovation Tournaments by Christian Terwiesch and Karl Ulrich explain these three horizons.
They’re described well here by Sheldon Laube on the PwC Innovation blog.
A reminder of the channels that really drive Ecommerce sales from Custora – research from across 100 US retailers with 70 million customers.