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How to structure your software go-to-market strategy using Smart Insights’ Opportunity Strategy Action framework

When planning to go live with a new product or service, it’s important to have a clear idea of how you will launch. This is particularly true for software marketing leaders, planning their go-to-market strategy in a growing and competitive marketplace. Software as a service (SaaS) spending worldwide is estimated to reach $172bn in 2022, a growth of nearly 200% from 2015 to 2021: When you also take into account that up to 45% of product launches are delayed for different reasons, the importance of having a clearly defined go-to-market strategy becomes even more stark. The effectiveness of your launch can be the difference between success and failure. Smart Insights Business Members can access a wide range of marketing…

What does omnichannel mean in Pharma? And what does digital disruption mean for this increasingly complex industry?

Omnichannel Pharma does not exist in a vacuum. Many industries launched large-scale omnichannel transformations years ago, and consumers are experiencing the benefits. Digitization has been gradually occurring for many years with the percentage of customers who are willing to purchase digitally gradually increasing. This naturally varies depending on the complexity of the product and the maturity of the market. Banking, for example, has seen widespread adoption of digital service channels. Pharmaceutical and healthcare companies have been lagging behind other industries in providing an omnichannel experience since face-to-face communications are beneficial as part of service delivery. Although most businesses have begun to increase online services, many consumers still use traditional channels when interacting with them, for a variety of reasons. Pharma and healthcare marketing notoriously relies on complex customer journeys. This has never been the case more than…

Use our digital marketing strategy template integrated across the RACE Framework to plan and get ahead in your digital marketing

We all know the old saying “if you fail to plan, you are planning to fail”, but when it comes to digital marketing, this really is the case. It has never been more important than it is now to create a digital marketing strategy template so you can plan, manage and optimize your online activities. Today, digital media is vital when it comes to driving leads and sales, meaning marketers need to understand how best to engage and convert online audiences. Despite this, our research shows that many businesses still don’t have a digital marketing plan. As a result, companies are missing out on the benefits of having a digital marketing plan integrated into their overall marketing plan or as a separate roadmap for digital transformation. At a time when marketers are increasingly…

How to utilise QR codes for a better marketing strategy that reaches, engages and converts your audience

In the introduction of better and faster technology, people are now using their devices more than ever. It’s all about accessing everything in a snap and getting the information across from one person to another or from a business to a consumer. One of the trending channels in the marketing industry is the QR code. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] QR (Quick Response) Codes can be read and understood by mobile devices. Marketers have used this in billboards, magazines, web pages, and any other marketing material. QR codes can provide more information about the product or service without a sweat, and the information quickly goes to the user’s device. Basically, QR codes promote interaction and engagement through…

5 steps to transform your B2B manufacturing marketing strategy

The aim of business-to-business (B2B) manufacturing marketing, is to connect your manufacturing company with wholesalers and distributors, ensuring your customers obtain your product. B2B marketing has become almost identical to B2C (business to customer) marketing due to the customer conducting more thorough research during the sale process, and more notably, expecting a more digital experience, especially in the industrial and manufacturing industry with 67% of purchases being influenced by digital marketing. A model that B2B manufacturing marketing professionals can utilize is the RACE planning system, which covers the full customer lifecycle, including paid, owned, and earned inbound marketing activities. (Plan) > Reach > Act > Convert > Engage It can be used to identify improvements to your customer lifecycle by generating awareness to build your audience, encouraging interaction, lead generation, purchase, and then loyalty. Here’s how each component…

Thinking about your e-commerce marketing plan for 2022? Use the RACE Framework to create a focussed and well-structured digital marketing strategy

In today’s e-commerce business landscape, there is no room for a lack of planning. All e-commerce businesses should plan out the best e-commerce marketing strategies to attract and retain high-value customers online as part of their ecommerce strategy. Without a well-planned e-commerce marketing strategy, sustainable growth will be inhibited. An e-commerce marketing plan with quantifiable KPIs should be directly linked to the goals of the business strategy which considers the e-commerce marketing landscape as a whole. Our Managing Digital Marketing 2020 report found that nearly half of companies don't have a clearly defined digital marketing strategy. Of those who do, the majority have integrated it into their overall marketing strategy.  

What is an e-commerce marketing plan?

E-commerce marketing planning…

What is PR Smith's SOSTAC® marketing planning model, what is the RACE Framework, and how do you use them to win more customers?

If you don't know PR Smith's SOSTAC® model, it's worth getting to know if you're involved with planning marketing strategies or campaigns. SOSTAC® was voted the third most popular model in the CIM poll on marketing models because it's easy to remember and it makes it easy to structure plans for different planning activities. So, whether you're creating an overall marketing or digital marketing strategy or improving individual channel tactics like SEO or email marketing SOSTAC®, is your friend. In this article, we will talk through applying the SOSTAC® planning model to your marketing strategy, with the RACE Framework. [si_guide_block id="42511" title="Download our Business Member Resource – SOSTAC® Digital Marketing Planning Guide" description="When we speak to our members, many mention SOSTAC® as being really useful for structuring plans,…

Streamline your planning and measurement of digital marketing with the RACE Framework

We created the RACE Framework to help digital marketers plan and manage their digital marketing strategy in a more structured way since we found that many don't have a well-formed digital marketing strategy. To explain and fully define 'What Is Digital Marketing?' we created this popular infographic structured around the RACE Framework of plan, reach, act, convert and engage. It shows the key measures to set targets for and evaluate at each stage of the funnel.

What does the RACE Framework stand for?

The RACE mnemonic summarizes the key online and multichannel marketing activities that need to be managed as part of digital marketing. RACE covers the full customer lifecycle or marketing funnel from:

(Plan) > Reach > Act > Convert > Engage

There is an initial phase of PLAN,…

9 pointers for strategic marketers to implement and benefit from cross-channel marketing

What is cross-channel marketing?

Cross-channel marketing is a customer-focused digital marketing technique used by marketers globally to provide an integrated experience across all paid, owned, earned media, and digital experiences. It is a powerful way of designing your marketing strategy and implementing data and analysis to create omnichannel customer journeys towards your goals. Implementing a cross-channel marketing strategy can be a little intimidating. You need to take care of multiple channels while designing your campaigns. Keeping track of every campaign and integrating their analytics is certainly not an easy task. That's where our RACE Framework comes in. So, before we dive into cross-channel marketing, let’s take a moment to assess your business' marketing needs. Did you know you can book a free 1-2-1 membership consultation to discuss your objectives in the context of our omnichannel…

From SMART to SMARTER marketing objectives: Discover how to define marketing objectives, measure your digital marketing channels and campaigns, and use data to inform strategy

When identifying specific marketing objectives to support your long-term goals, it is common practice to apply the widely used SMART mnemonic. You will know that SMART is used to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes. By definition, an effective SMART marketing objective is: Specific, measurable, actionable, relevant, and time-bound. One of the main reasons we called our site and service SMART Insights is because we help marketers succeed through using a more structured approach to their marketing strategy and planning. We've got marketing tools and techniques to support you in defining and measuring your marketing objectives, so you can use data to inform your marketing strategy. If you're looking for a winning marketing strategy to…