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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

14@DaveChaffeySmart Insights Digital marketing trends 2017 article

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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