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Finding your insights

Have a look more closely at these campaigns and compare them to previous similar campaigns that have had a better performance. The types of areas you would want to look …

Launch your measurable marketing activity

It is fundamental for you to make sure that processes are in place to measure whether your activity reaches your objectives and KPIs. There are a number of approaches to …

Gather the results in an easy to read format

Channel Communication Measure Result Email Teaser Click-throughs 7% Email Launch email Sales £2,000 Social Teaser Views £10,000 SEO N/A Ranking 1st A table demonstrating how to record and evaluate the …

Using insights to inform your campaign plans

There are four common areas of customer engagement you can use to inform a campaign plan. Web analytics Google Analytics can help you understand information about where your web traffic …

Setting insights-driven objectives

Now that you understand your previous results, you can consider what you may be able to change during the campaign you are planning. It’s always good to aim for some …

Review previous results

In order to understand what we can expect from our marketing activity, we need to assess what has happened previously. Has your organisation done any similar activity in the past, …

Channel mapping task

The British Army has launched the latest recruitment campaign to give aspiring recruits the belief and confidence that they can thrive in the Army no matter who they are, or …

Case study: Microsoft Xbox

Join the discussion Watch the Microsoft Xbox Franchise Model video above. Now, look at how the below table has been filled, focus on which online channels Microsoft has used and …

Events

Events are commonly used to build relationships with customers from both a B2B and a B2C basis. For B2B, it can account for around one-fifth of many marketing budgets and …

Types of testing

Before you start testing it’s important to decide what type of test you’re going to use. There are several different options but here we’re going to talk you through the …

Make sure your tests make a difference

There are a few key things to consider when setting up tests: Will the test be properly measurable? Can you trust the results enough to share with colleagues? Are there …

Why is testing so important?

The great strength of digital marketing, and what makes it so effective, is its measurability. It’s never been easier to gauge the success of your marketing activity and identify its …

Telemarketing

Telemarketing involves calling customers to promote your products or services. It is still used to great effect by companies both large and small. It can be very effective in delivering …