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


This is him! Stephen Covey

HABIT NO. 1


Be Strategic


Strategic thinking is thinking about

the future


Think long term / Act real time


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


Leaky bucket

Most digital marketing efforts focus…

Awareness Interest Buy Advocates

Too Much Here

And Not Enough Here


Too much effort on driving traffic and

not enough on conversion

HABIT NO. 2


Get the data right


Make sure you are collecting all the

right data


In our experience, most companies

have incorrectly set up their analytics

software


Incorrect Data

Equals Bad Decisions


Making the most of the analytics toolkit


Google Analytics is consistently improving and many companies

struggle to keep up with these feature updates

For example

HABIT NO. 3


The user comes first


Most business talk a good game about being customer centric


However in reality its common for different

business units to bombard consumers with too much

information


Also many large businesses have old

systems that dictate how they communicate and

interact with their customer


36% of top brand sites in the UK are

not mobile optimised Source: IAB April 2014

HABIT NO.4


Move quicker


...Talking about revolution


Digital disruption


“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


The Digital Native


Act like a start up

HABIT NO. 5


Video: Long live the content king


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

consumer internet traffic

%

Source: Cisco Report June 2014


64 Of marketers expect video to dominate their

strategies in the near future

%

Source: Nielson


Powerful at creating emotional connections


57 %

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

purchase decisions Source: Invodo

HABIT NO. 6


Joined up marketing


Big company silos


Big company politics


Creating a brand vision that every-

body buys into


Insist all your agencies play nice


Develop integrated dashboards and teams

HABIT NO. 7


Create a testing & experimental culture


Focus on continues marginal

improvement

Dave Brailsford


Startup culture is obsessed with continual

optimisation of all stages of the marketing process

(Awareness, Interest, Acquisition and Conversion)

SUMMARY


Be strategic