seven habits of highly effective digital marketers - tops tips for 2015!

SEVEN HABITS OF HIGHLY EFFECTIVE

DIGITAL MARKETERS

Sean Singleton Managing Director Digital Annexe

FIRST PRESENTED AT DAU2014 EVENT LONDON, NOV 2014

THE NEXT 5 YEARS

IN DIGITAL DA  UNIVERSITY  2014  

h"p://digitalannexe.com/university/  

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

This is me! @paulpingles

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

This  is  him!  Stephen  Covey  

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

HABIT NO. 1

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Be Strategic

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Strategic thinking is thinking about

the future

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Think long term / Act real time

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Focus on the important things

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS OFTEN IT WILL BE 20% OF YOUR ACTIONS OR 20% OF YOUR CUSTOMERS THAT WILL DELIVER 80% OF THE YOUR REVENUE OR PROFIT THE STRATEGIC CHALLENGE IS TO FIND WHAT IS THAT KEY 20% ACTIVITY

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Leaky bucket

Most digital marketing efforts focus…

Awareness Interest Buy Advocates

Too    Much  Here  

And  Not    Enough  Here  

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Too much effort on driving traffic and

not enough on conversion

HABIT NO. 2

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Get the data right

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Make sure you are collecting all the

right data

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

In our experience, most companies

have incorrectly set up their analytics

software

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Incorrect Data

Equals Bad Decisions

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Making the most of the analytics toolkit

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Google Analytics is consistently improving and many companies

struggle to keep up with these feature updates

For example

HABIT NO. 3

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

The user comes first

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Most business talk a good game about being customer centric

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

However in reality its common for different

business units to bombard consumers with too much

information

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Also many large businesses have old

systems that dictate how they communicate and

interact with their customer

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

36% of top brand sites in the UK are

not mobile optimised Source:  IAB  April  2014  

HABIT NO.4

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Move quicker

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

...Talking about revolution

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Digital disruption

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

“Software is eating the world. It’s changing so many aspect of our everyday lives – The cars we drive, the appliances we use at home, the way we connect with loved ones. And businesses normally wouldn’t think of as technology business are using software to change their products and industries, from running shoes to oil pipelines”

Atlassian co-founders Mike Cannon-Brookes and Scott Farquhar, and president Jay Simons

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

The Digital Native

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Act like a start up

HABIT NO. 5

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Video: Long live the content king

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

69 By 2017, video will account for 69% of all

consumer internet traffic

%

Source:  Cisco  Report  June  2014    

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

64 Of marketers expect video to dominate their

strategies in the near future

%

Source:  Nielson  

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Powerful at creating emotional connections

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

57 %

Of consumers say that watching product videos makes them more confident in online

purchase decisions Source:  Invodo  

HABIT NO. 6

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Joined up marketing

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Big company silos

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Big company politics

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Creating a brand vision that every-

body buys into

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Insist all your agencies play nice

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Develop integrated dashboards and teams

HABIT NO. 7

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Create a testing & experimental culture

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Focus on continues marginal

improvement

Dave  Brailsford  

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Startup culture is obsessed with continual

optimisation of all stages of the marketing process

(Awareness, Interest, Acquisition and Conversion)

SUMMARY

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Be strategic

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Get the data right

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

The user comes first

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Move quicker

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Video: Long live the content king

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Joined up marketing

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS

Create a testing & experimental culture

IMPACT. MADE SIMPLE.

THANK YOU

Sean Singleton Managing Director Digital Annexe

FIRST PRESENTED AT DAU2014 EVENT

THE NEXT 5 YEARS

IN DIGITAL DA  UNIVERSITY  2014  

h"p://digitalannexe.com/university