Digital Marketing Skills 2016
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Transcript of Digital Marketing Skills 2016
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Developing Digital Marketing SkillsDr. Dave ChaffeySmartInsights.com
Presented at TFM, London, 2016. Report and slides: http://go.smartinsights.com/tfm
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Understand consumers
Marketing Techniques
Master Martech
Optimise platform
best practices
Process : integrate
marketing plans
The 5 pillars of improving marketing today
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Digital in Demand!
Sample n=718 marketers worldwide
Download report: http://go.smartinsights.com/tfm
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Digital in Demand… but changing
Ofcom Communications market report 2016
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Social media in demand
Ofcom Communications market report 2016
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About Dave Chaffey
Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million unique visitors each quarter.
Expert
members in over 80 countries use our planning guides, templates
and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for
members.
Specialist Digital Marketing consultant, trainer and author since ‘97.
Free Basic membershipPaid Expert membership Paid Expert membership
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1. Customer behaviour – the biggest trend ?
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Desktop Purchase still #1 device
Source: Custora Ecommerce Pulse
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From Mobile-first to the Multichannel majority
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2. Marketing techniques
The eight key techniques every business needs to master
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Q. Which digital marketing activity will most INCREASE your
commercial returns in 2017? 1. “Big Data” 2. Content Marketing 3. Marketing Automation
(incl. email, lead scoring, personalisation) 4. Mobile Marketing 5. Conversion Rate Optimisation
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Demand for digital marketing techniques
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The Big 3 digital channel sales drivers in retail sector
Source: Custora Ecommerce Pulse
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Lifecycle marketing skills
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How to share knowledge internally?
Slack = Great!
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3. Marketing Technology
Q&A and Free poster version at Stand T1130
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Our Marketing technology stackPaid Owned and
AutomationEarned Experience Analytics Productivity
Yours? Tweet to #TFM16 one free, ideally new marketing tool ‘you couldn’t live without’
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30 Digital Tools categories #1
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How we chose the tools 1. The most popular tools by volume of usage – so
widely used, freemium or lower cost tools tend to be ranked most highly except in categories of enterprise tools.
2. Services we use or are familiar with and are rated highly by tools review sites. Voice of the Crowd from G2Crowd, Capterra, Trust Radius, Alternative To.
3. Services suitable for small and mid-size businesses with limited tools budgets.
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4. Marketing Platforms
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Best practices to watch for in 2017 AI and chatbots e.g. Messenger and Google Allo Updates to 200 X Google organic signals Paid media options to boost awareness and
conversion through segmented re-marketing Predictive analytics
Smart Insights Digital Media options cheatsheet
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AdWords innovations to trial and optimise in 2017
Expanded text ads for Mobile Mobile Bid adjustments Cross-device attribution Account-level sitelinks
Plus established nurturing techniques RLSA, Customer Match
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5. Integrate insight-driven marketing plans and processes
Define opportunity: Analytics review Capability audit - Identify improvements Model lead targets TOWs summary
Create strategy Review ALL touchpoints to generate ideas Map content to lifecycle communications Create comprehensive communications model
Prioritise actions Define recommendations Identify quick wins Longer-term improvements
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n Searches% Brand
ReachAwarenessand visits
Uniquevisitors
Bouncerate
Revenueper visit
Page views/visit
ActInteractionand leads
nLeads%
Conversion to lead
Goal value
per visit
Average order value
ConvertSales and
profitnSales
% Conversion
to saleSales value
n Brandmentions
EngageLoyalty and
advocacy% active
customers%
Customerconversion
% existing
sales value
Volume Quality Value
Creating a simplified RACE dashboard
Source: Smart Insights: RACE Planning Framework
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Example of technical analytics skills – A Google Analytics API –
Google Docs dashboard
Smart Insights Google Analytics API Google Docs Spreadsheet
Google Docs
Google Docs
Google Spreadsheetin browser
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Understand consumers
Marketing Techniques
Master Martech
Optimise platform
best practices
Process : integrate
marketing plans
Research InsightAnalytics
Analytics including attribution
Tech selection, integration and
usage
Learn best practices
Planning, budgeting,
modelling and integration skills
Summary – The 5 pillars of improving marketing today
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Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey
Free, Basic member tools Managing Digital Marketing 2016 report Sample planning templates Essential digital tools infographic Planning ‘mindtool’ infographicswww.smartinsights.com/membership
Premium, Expert member learning 15 Toolkits covering all digital marketing
techniques: Plan, Manage, Optimise B2B Marketing Toolkit DIY Planning and optimisation templates in
Word, Excel and Powerpointwww.smartinsights.com/membership/expert-member-reasons
Q&A and Free poster version at Stand T1130