What are the most popular free and paid marketing writing assistant tools using generative AI for creating content?
2023 has been a rare year in marketing, where the latest martech innovations we discuss have crossed over into the mainstream. Of course, this has been prompted by the huge interest in ChatGPT, not only for marketing, but in many other applications.
For 'hands-on' marketers seeking to take advantage of the latest AI-based tools for generating content and copywriting, there are now quite a few options which I'll recommend at the end of the post.
In previous posts, I have reviewed how to use the free version of ChatGPT for marketing and covered the latest updates to ChatGPT relevant for marketers.
Smart Insights Business Members can also read more about how to start use ChatGPT collaboratively in our new Quick Win: How to use ChatGPT for marketing, covering AI marketing planning, strengths and…
How do direct-to-consumer businesses establish themselves in a competitive market? We look at how D2C businesses leverage owned data to reach and engage directly with consumers
In recent years, brands have realized the merits of owned and self-operated direct-to-consumer (D2C or DTC) sales channels. In line with ongoing global digitalization, D2C models saw even further acceleration and greater emphasis.
Direct-to-consumer e-commerce (D2C) sales in the US massed US $128.33 bn in 2021 and have been predicted to increase by 42% to $182.62 bn by the end of 2023.
Clearly, now's the time to invest in your e-commerce marketing strategy. Whether your model is B2B, B2C, D2C, or a mixture - your channels and media will only be as effective as the marketing strategy that ties them all together.
We've got resources to streamline your e-commerce marketing strategy and planning,…
Find out how to use the RACE Framework to optimize a more people-centric approach to marketing for manufacturing
In manufacturing, marketing enables you to connect with both wholesalers and distributors, ensuring that your product reaches your customers.
However, as our target decision-makers are becoming familiar with online models for other products and services, so too must we as manufacturing marketers consider if we are still using the most appropriate tools for the job.
Digital marketing has evolved tenfold in the last few years. And, whilst the adoption of new omnichannel marketing strategies has varied across different sectors, in manufacturing today we are seeing some great examples of a people-centric approach to marketing.
When considering your options for how to market a manufacturing company, the RACE Framework is a really useful system for visualizing customer journeys. As such, the below examples will be structured across RACE.
(Plan) > Reach > Act > Convert > Engage
The RACE…
How to structure your software go-to-market strategy using Smart Insights’ Opportunity Strategy Action framework
When planning to go live with a new product or service, it’s important to have a clear idea of how and when you will launch.
This is particularly true for software marketing leaders, planning their go-to-market strategy in a growing and competitive marketplace. Software as a service (SaaS) spending worldwide is estimated to reach $10 trillion by 2030.
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.
Delayed product launches may mean your software won't be received in the same way as it could have been at your anticipated on-time product launch. In some instances, missing the boat here could significantly impact your product's financial viability, despite costing the same amount to…
Keep up to date in the ever-changing digital landscape by integrating these 5 trends in Financial Services digital marketing into your 2024 marketing strategy
Financial Services is both a highly competitive and highly regulated sector. Cost per customer acquisition is high, and encouraging customer loyalty in digitally savvy audiences is challenging given that new challenger banks, neobanks, and aggregator services encourage switchers to seek better deals.
In 2024, Financial Services marketers must continue to tweak their digital marketing strategies according to customers’ emotional motivations for their financial transactions.
If you haven't got an integrated digital marketing strategy, or you're struggling to get buy-in, don't miss my explainer 10 reasons you need a digital marketing strategy.
All the trends listed below offer new opportunities for marketers to tap into known customer concerns. You'll want to sense-check the below, asking the questions about your target customers:
'What are their biggest pain points?’
‘What are they…
What does omnichannel mean in Pharma? And what does digital disruption mean for this increasingly complex industry?
Omnichannel Pharma does not exist in a vacuum. Many industries launched large-scale omnichannel transformations years ago, and consumers are experiencing the benefits.
Of course, digitization has been gradually occurring for customers across many sectors, as the percentage of users who are willing/expecting to make digital purchases increases.
However, pharmaceutical companies have typically been lagging behind other industries in providing an omnichannel experience, since face-to-face communications are seen as beneficial as part of service delivery.
Pharma marketing notoriously relies on complex customer journeys. This has never been the case more than now, with customers' increasing digital expectations. That's where Omnichannel Pharma comes in.
If you're still deciding whether to create a digital/omnichannel marketing strategy for your Pharma business, or you're trying to get more digital buy-in, don't miss my free explainer blog 10 reasons you need…
With the ever-rising importance of social media and online PR, marketers are rapidly adapting their methods of budgeting, reporting, and investing in paid, owned and earned media to reach and engage their customers
Investment in media is frequently grouped into the 3 media 'buckets' of earned, shared and paid which each give opportunities to influence customers. None of these media types are new, but what is new is the increasing prominence given to owned and earned media while paid media has always dominated in the past.
It’s a positive move since it poses questions about how best to measure the returns from social media and set the investment at the right level. In a climate of global inflation and marketing budget cuts, businesses need to reevaluate the value of earned media in particular within their social strategy for meeting their objectives at a…
Playbooks empower marketing teams to improve performance from within
As marketing managers, directors, and heads of marketing, we are responsible for researching and developing marketing strategies that contribute toward our business goals. This means we are continuously scanning our marketplaces, tracking our progress, and reacting to change.
In well-integrated marketing teams, individuals are also contributing to shared marketing activities which, when combined, move the team closer to shared goals.
But, while we know what that looks like from a strategic 'top-down' approach, how can teams set up practical infrastructures at a tactical level? And how do we best track and record our marketing 'business as usual'?
That's where playbooks come in - a grassroots approach for managing marketing ops. As playbooks focus on the doing, they are designed to be used by marketing specialists who are responsible for the execution and tactical development of their dedicated…
It’s not enough to create buyer personas and leave them getting dusty on the shelf. Find out how to apply customer personas to inform each stage of your marketing strategy
What are marketing personas?
Customer or buyer personas are fictional people who represent target customer segments. Personas are used by marketing teams to segment and target key demographic, psychographic, and behavioural traits of their target audiences.
The term ‘user personas’ is also commonly applied when analyzing particular online users’ behaviours, such as website experience (CX, UX) or in response to marketing automation (e.g. email or mobile campaigns).
Why create customer personas?
By researching and creating customer personas, we as marketers, managers, and business owners can gain valuable insights into our buyers’ preferences, motivations, pain points, and online behaviours.
Persona-based marketing techniques enable businesses to tailor their digital marketing campaigns and always-on…
Learn how to create a PESTLE analysis to identify threats and opportunities in the macro environment to guide your marketing planning
You may have heard PESTLE mentioned when studying marketing theory or in your workplace. It is a powerful, yet simple, analysis tool for overall business and marketing planning. In this blog we explain what it is, why it is useful, and how you can create your own PESTLE analysis for marketing planning today.
What is a PESTLE analysis?
PESTLE is an acronym that covers 6 key areas in your macro (external) environment. Each letter stands for a different factor, as shown in the graphic below:
Did you know? Sometimes it is referred to as a PEST analysis, or spelt ‘PESTEL’, but the most common acronym is PESTLE.
A PESTLE analysis is a framework to help you identify external factors - happening outside…
