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8 Big Mistakes digital marketers should avoid in 2017

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A presentation from the Smart Insights Digital Marketing Priorities 2017 Summit webinar by Ray Coppinger, Senior Digital Marketing Team, EMEA at Marketo.

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8 Big Mistakes digital marketers should avoid in 2017

  1. 1. Digital Marketing Priorities 2017 Summit Brought to you by: 8 Big Mistakes Digital Marketers Should Avoid in 2017 Ray Coppinger Senior Digital Marketing Manager EMEA Marketo Discover eight of the most common pitfalls for digital marketers and how to avoid them in 2017! <Insert a headshot pic>
  2. 2. 2 Hello!  Name: Ray Coppinger  Occupation: Senior Digital Marketing Manager, Marketo  Specialist Subjects:  Digital  Dad-stuff (3 kids under 6)  Cooking/Baking  Twitter: @raycop, @marketo
  3. 3. 3 Agenda  Mistake #1: Not defining digital marketing; for you and your company  Mistake #2: Failing to help guide your content marketing strategy  Mistake #3: Not prioritising SEO  Mistake #4: Focusing on the wrong metrics  Mistake #5: Testing improperly or not at all  Mistake #6: Not prioritising Social Media  Mistake #7: Being obsessed with being #1  Mistake #8: Falling behind
  4. 4. 4 #1 Not defining digital marketing: for you and your company
  5. 5. 5 Seen something like this before?
  6. 6. 6 The Problems with Digital Marketing  Broad, unfocused definition of Digital Marketing which often leads to lack of impact through doing a lot with little focus.  Immaturity in digital marketing measurement leading to lack of understanding of strategic importance.
  7. 7. 7 Understand your Digital Footprint Website(s) SocialSEO ContentDigital Ads. Digital Footprint/Presence Email €1M in pipeline but investment of €400K to achieve. PPC becoming prohibitively expensive but opportunity in Facebook and LinkedIn. Our most efficient pipeline generator with €3M in pipeline for an investment of €150K. Our website is the destination for much of our campaign traffic and is currently converting at 2.50%. If we could improve this by 0.25% we could increase MQLs by approx. 100/month. Supporting our brand recognition and lead generation in key markets. Investment of €200K in content creation and localisation. Difficult to directly measure impact but this investment is critical to health of all other channels.
  8. 8. 8 Website(s) Aspect Description Rating Content Management Ability to manage content on our websites. 3 Personalisation Degree to which sites are actively using web personalisation to improve experience. 2 Testing/CRO Degree to which testing is used to improve conversion rates on sites. 3 Management/Proce sses Ability to rollout large updates globally. 4 Reporting/Analytics Degree to which we are using analytics to monitor website health and growth. 3 Resource Degree to which we are staffed to cover the above areas. 4 Total (of 30) 19
  9. 9. 9  Understand your wider digital marketing presence and have a way of evaluating your performance across it.  Ensure your digital marketing activity is aligned with business objectives and priorities.  Fight for growth in your team, where possible.
  10. 10. 10 #2 Failing to help guide your content marketing strategy
  11. 11. 11 Poll  Do you currently influence or own your organisation’s content marketing strategy?  Yes  No
  12. 12. 12 Content is Digital Marketing Fuel  Digital Marketers are uniquely positioned to understand the content that is resonating with audiences and therefore should help to decide on content strategy.
  13. 13. 13 Content is Digital Marketing Fuel  Through search engine marketing, digital marketers will understand relevant search trends and hence will have a good idea of areas there is opportunity to create content.
  14. 14. 14  Make sure your voice is heard by the content team/committee.  Share insights on content performance to guide future content investment.
  15. 15. 15 #3 Not prioritising SEO
  16. 16. 16
  17. 17. 17
  18. 18. 18 SEO Reinforces Best Practices  User and market research  High quality, valuable, and original content  Good website user experience  Relevant and sharable content  Easy user interface  Fast load times  Cross browser and device compatible coding  Optimised conversion paths  Properly configured analytics
  19. 19. 19  Learn the basics  Do a technical audit of your website  Create a Google and Bing Search Console account  Get to know your development team
  20. 20. 20 #4 Focusing on the wrong metrics
  21. 21. 21 So many metrics!  Impressions  Cost-per-Mille  Click-Through Rate  Cost-per-Click  Conversion Rate  Cost-per-Conversion  Average Conversion Value  Return-on-ad-spend  Cost-per-Opportunity  Cost-to-Pipeline
  22. 22. 22 What are your objectives for each channel?
  23. 23. 23 Quantity vs. Quality PPC Social PPC Social Leads Opportunities +58% +198%
  24. 24. 24 Quantity vs. Quality PPC Social PPC Social Leads Opportunities +58% +198%
  25. 25. 25  Align your metrics to each channel’s objective  Establish “cost-per” thresholds  Evaluate performance from end-to-end  Optimise for quality over quantity
  26. 26. 26 #5 Testing improperly or not at all
  27. 27. 27 Poll  Do you currently dedicate time for testing in your digital marketing activity?  Yes  No
  28. 28. 28 Obligatory ‘Keep calm…’ Slide!
  29. 29. 29 What Makes a Good Test?  High Traffic  High Impact  Supporting Data  Research  Goal  Hypothesis
  30. 30. 30 What to test? Imagery CTAs Time of Day Headlines Day of Week Ad Copy
  31. 31. 31  Do it!  Start with a hypothesis  Test 1 thing at a time  Gather enough data to establish significance
  32. 32. 32 #6 Not prioritising Social Media.
  33. 33. 33
  34. 34. 34 Video Views per Day Via Bloomberg – As of April, 2016 10 Billion
  35. 35. 35 VS
  36. 36. 36 Quantity Vs. Quality Paid Searc h Social Media Paid Searc h Social Media Leads Opportunities +58% +198%
  37. 37. 37  Don’t underestimate the value of social media  Make social media a priority  Try more than one network  Be patient
  38. 38. 38 #7 Obsessed with being #1
  39. 39. 39 We all know that moment…
  40. 40. 40 Goodbye sidebar ads… 1 out of 4 chance…
  41. 41. 41
  42. 42. 42  Take a step back  Use data to guide your strategy  Focus on quality and relevance  Optimise for performance, not position
  43. 43. 43 #8 Falling behind
  44. 44. 44 Things are changing all the time! Website(s) SocialSEO ContentDigital Ads. Email
  45. 45. 45 The Power of Practice “There is a lost generation of marketers in our midst, marketers in their late 30s and early 40s who are too young to have children old enough to immerse them in the digital age, and too old to be digital natives. And yet in many places these are the people leading our social and mobile strategies and execution.” Keith Weed Chief Marketing and Communications Officer, Unilever Source: The Economist Group – Marketing Unbound
  46. 46. 46  Create a reading list  Make time to actually read  Set up some news alerts  Make it a team effort
  47. 47. 47 Questions please!  Check-out our Definitive Guide to Digital Advertising www.marketo.com/DG2DA

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