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Developing Digital Marketing Skills in 2016
Dr Dave Chaffey, CEO, SmartInsights.com
Download presentation and report:http://bit.ly/digitalskills2015
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About Dave Chaffey
• Trainer and consultant in Digital Marketing since ’97. Digital strategies developed with brands like 3M, BP, Euroffice, Mercedes, HSBC, Tui, Royal Canin (Mars Group), Microsoft and Tilda.
• Author of 5 bestselling Digital marketing books
• Co-founder and Editor of SmartInsights.com - a marketing advice community with over one million unique visitors each quarter. Expert members in over 80 countries use our RACE planning guides, templates and online courses to improve results.
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Agenda Not just a “Statfest”!
The “Top 20 Skills” plus recommendations for 5 Skills areas
The Gap between how businesses should and do support skills
Tools and frameworks to help you improve your digital marketing skills
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The Ascent of Digital Skills
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Dell’s Journey to a Social Business
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Digital in Demand
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Skills: Digital in Demand
Sample n=1028 worldwide
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Skills: Digital in Demand
Sample n=1028 worldwide
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Which skills are important? Tactical
Source: Digital Marketing: Strategy, Implementation and Practice – 6th edition
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Which skills are important? Strategic
Source: Digital Marketing: Strategy, Implementation and Practice – 6th edition
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Too much!…so focus on the online sales
drivers
Custora Pulse – leading US retailers
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The Company View?
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“We have to learn new technical skills and hire a different mix of people.
“There are two different areas of expertise developing in marketing. There is the ‘left brain’ of data, insights, marketing operations and automation.
Source: TFM Interview
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“I need to hire really good analysts to interrogate our data and make sense to produce valuable insights.
Then there is the ‘right brain’ of content and creative…”
Source: TFM Interview
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“But what we are missing are the leaders of the future who are capable to straddling both to see the overall strategy, how we use digital and social channels.
We need to train our talent to fuse the two.”
Source: TFM Interview
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What do you think is important in digital marketing?
Which digital marketing activity will increase your commercial returns most in 2016? 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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Q. Which digital
marketing activity will
most INCREASE
your commercial returns in
2016?
Digital Trends 2016 post
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Content SHOCK in 2016
Mark Schaefer coins Content Shock
24Source: Smart Insights
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‘Me-too’ content isn’t effective
BuzzSumo-Moz research
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Is Most Business Blogging a Waste of
Time? 1. Be AWESOME! 2. Think like a
publisher 3. Understand what
works for others 4. Less is more 5. Mix it up with a
range of content formats.
6. Build links by partnering
Dave’s article
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2016: FROM STATIC CONTENT TO APPS AND PERSONALISATION
Source: Scott Brinker, The 4th
Wave of Content Marketing
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SKILLS Area : 1 Digital Strategy Recommendations: 1. Understand process planning
frameworks:SOSTAC® and RACE
2. Become an evangelist for Digital Transformation = Digital Integration
3. How to create agile, actionable 90 day plans
31Source: PAC Omnichannel 2015 research
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SOSTAC® Planning Skills
PR Smith’s SOSTAC® Planning framework www.prsmith.org See our SOSTAC® planning guide for Expert members
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SOSTAC® : What, Why, How, When?
PR Smith’s SOSTAC® Planning framework www.prsmith.org See SOSTAC® planning guide for Expert members
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Amanda has gone as far as to ban the word ‘digital’ to encourage her team to think beyond organisational silos.
“We need to go back to what marketing is, and the product is marketing. More people need to remember that, get off the drug of digital being something separate and get back to what we do best”.
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SKILLS Area : 2 MOBILEIn-demand Mobile marketing skills 1. Advertising to audiences on mobile,
e.g. Programmatic, Retargeting, In-app
2. Analytics and CRO to understand and improve mobile (and cross-device) conversion
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Now past mobile search Tipping Point
Source: Google Data presented at ScreenPages event Mar 2015
B2B is different - Smart Insights latest figures – new visits
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Mobile vital, but don’t throw out the ‘desktop’
Is your site design mobile or adaptive?
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Mobile First – from responsive to adaptive?
PlusNet Responsive example
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AO.com adaptive example
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Mobile design support - Vote! A. Don’t have a mobile optimised site B. Separate mobile site C. Mobile responsive design D. Mobile adaptive design
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SKILLS Area : 3 CRO and Experience 1. Understand the
principles and process
2. Encourage adoption of structured tests and tools
3. Get ‘hands-on’ with GA:https://analyticsacademy.withgoogle.com/explorer
43Customer Journeys report - published 2014
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UK Ecommerce example of mindset
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Pop-ups work (unfortunately)
Source: Kath Pay on Smart Insights
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Smart Insights research with CommuniGator
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SKILLS Area : 4 Marketing Automation Skills typically lacking:
Designing rules-based email sequences Lead scoring Email targeting and testing Testing web-based personalisation options Predictive analytics
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Our experience at Smart Insights
with using dynamic content?Open rate Clickthrough
rateBefore 20.0% 1.9%After 18.9 – 27.4% 7.5% -
20.6%
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Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme
Spot the winners
Prevent Lapsing programme Lapsed programme
Behavioural
Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and Deals Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Content insertion Automation exampleMonthly Planning Framework
Source: Harriet Mitchell Smart Insights Digital Impact conference
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The RS NewsletterHero banner
Customised content: (Customer Profile)• EDE (Electronic Design Engineers)• Non-EDE (Electronic Design Engineers)• Promo Excluded (Key and Corporates)
CLC ModuleCustomised content: (Customer Lifecycle)• Nursery• Development• Acquisition
BEH ModuleCustomised content: (Behavioural data)• Abandoned Baskets• Browsed Not Bought• Propensity to Buy (A recommendations
model)• Top Sellers
Local Module
Product modules can vary in number and format. Maximum of 8 modules per email.
Product Modules
Optional modules for any local activity/information.
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SKILLS Area : 5 Analytics & insight 1. Understand the principles and process
for successful ‘Test and Learn’ 2. Understand dashboard design and VQVC
measures 3. Be aware of the free and paid tools –
which do you use to ‘stay up-to-date’?
10 free insight tools for the ‘hands-on’ digital marketer
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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
Segment and attribute for content types and channels
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Company support
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Next Steps? See how your business rates
http://www.smartinsights.com/howgood
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Let’s Connect! Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools Sample planning templates Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning 15 Toolkits and Online courses covering
the key digital marketing skills DIY Planning and optimisation
templates in Word, Excel and Powerpointwww.smartinsights.com/membership
Annual Membership discount code forJanuary 2016: NEWYEAR20
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