Digital Marketing Priorities 2017 Summit Brought to you by:

8 Big Mistakes Digital Marketers Should Avoid in 2017

Ray CoppingerSenior Digital Marketing Manager EMEAMarketo

Discover eight of the most common pitfalls for digital marketers and how to avoid them in 2017!

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Hello! Name: Ray Coppinger Occupation: Senior Digital

Marketing Manager, Marketo Specialist Subjects:

Digital Dad-stuff (3 kids under 6) Cooking/Baking

Twitter: @raycop, @marketo

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Agenda Mistake #1: Not defining digital marketing; for you

and your company Mistake #2: Failing to help guide your content

marketing strategy Mistake #3: Not prioritising SEO Mistake #4: Focusing on the wrong metrics Mistake #5: Testing improperly or not at all Mistake #6: Not prioritising Social Media Mistake #7: Being obsessed with being #1 Mistake #8: Falling behind

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#1 Not defining digital marketing: for you and your company

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Seen something like this before?

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The Problems with Digital Marketing Broad, unfocused definition of Digital Marketing

which often leads to lack of impact through doing a lot with little focus.

Immaturity in digital marketing measurement leading to lack of understanding of strategic importance.

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Understand your Digital Footprint

Website(s) SocialSEO ContentDigital Ads.

Digital Footprint/Presence

Email€1M in pipeline but investment of €400K to achieve. PPC becoming prohibitively expensive but opportunity in Facebook and LinkedIn.

Our most efficient pipeline generator with €3M in pipeline for an investment of €150K.

Our website is the destination for much of our campaign traffic and is currently converting at 2.50%. If we could improve this by 0.25% we could increase MQLs by approx. 100/month.

Supporting our brand recognition and lead generation in key markets.

Investment of €200K in content creation and localisation. Difficult to directly measure impact but this investment is critical to health of all other channels.

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Website(s)

Aspect Description Rating

Content Management

Ability to manage content on our websites. 3

Personalisation Degree to which sites are actively using web personalisation to improve experience.

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Testing/CRO Degree to which testing is used to improve conversion rates on sites. 3

Management/Processes

Ability to rollout large updates globally.4

Reporting/Analytics Degree to which we are using analytics to monitor website health and growth. 3

Resource Degree to which we are staffed to cover the above areas. 4

Total (of 30) 19

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Understand your wider digital marketing presence and have a way of evaluating your performance across it.

Ensure your digital marketing activity is aligned with business objectives and priorities.

Fight for growth in your team, where possible.

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#2 Failing to help guide your content marketing strategy

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Poll Do you currently influence or own your

organisation’s content marketing strategy? Yes No

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Content is Digital Marketing Fuel Digital Marketers are

uniquely positioned to understand the content that is resonating with audiences and therefore should help to decide on content strategy.

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Content is Digital Marketing Fuel Through search engine

marketing, digital marketers will understand relevant search trends and hence will have a good idea of areas there is opportunity to create content.

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Make sure your voice is heard by the content team/committee.

Share insights on content performance to guide future content investment.

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#3 Not prioritising SEO

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SEO Reinforces Best Practices User and market research High quality, valuable, and original content Good website user experience

Relevant and sharable content Easy user interface Fast load times Cross browser and device compatible coding Optimised conversion paths Properly configured analytics

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Learn the basics Do a technical audit of your website Create a Google and Bing Search Console

account Get to know your development team

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#4 Focusing on the wrong metrics

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So many metrics!

Impressions Cost-per-Mille Click-Through Rate Cost-per-Click Conversion Rate

Cost-per-Conversion Average Conversion Value Return-on-ad-spend Cost-per-Opportunity Cost-to-Pipeline

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What are your objectives for each channel?

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Quantity vs. Quality

PPC Social

PPC Social

Leads Opportunities

+58% +198%

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Quantity vs. Quality

PPC Social

PPC Social

Leads Opportunities

+58% +198%

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Align your metrics to each channel’s objective Establish “cost-per” thresholds Evaluate performance from end-to-end Optimise for quality over quantity

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#5 Testing improperly or not at all

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Poll Do you currently dedicate time for testing in your

digital marketing activity? Yes No

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Obligatory ‘Keep calm…’ Slide!

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What Makes a Good Test? High Traffic High Impact Supporting Data Research Goal Hypothesis

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What to test?

Imagery

CTAs

Time of Day

Headlines Day of Week

Ad Copy

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Do it! Start with a hypothesis Test 1 thing at a time Gather enough data to establish significance

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#6 Not prioritising Social Media.

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Video Views per DayVia Bloomberg – As of April, 2016

10 Billion

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VS

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Quantity Vs. Quality

Paid Searc

h

Social Media

Paid Searc

h

Social Media

Leads Opportunities

+58% +198%

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Don’t underestimate the value of social media Make social media a priority Try more than one network Be patient

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#7 Obsessed with being #1

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We all know that moment…

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Goodbye sidebar ads…

1 out of 4 chance…

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Take a step back Use data to guide your strategy Focus on quality and relevance Optimise for performance, not position

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#8 Falling behind

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Things are changing all the time!

Website(s) SocialSEO ContentDigital Ads.

Email

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The Power of Practice

“There is a lost generation of marketers in our midst, marketers in their late 30s and early 40s who are too young to have children old enough to immerse them in the digital age, and too old to be digital natives. And yet in many places these are the people leading our social and mobile strategies and execution.”

Keith WeedChief Marketing and Communications Officer, Unilever

Source: The Economist Group – Marketing Unbound

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Create a reading list Make time to actually read Set up some news alerts Make it a team effort

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Questions please! Check-out our Definitive Guide to Digital

Advertising www.marketo.com/DG2DA