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1@DaveChaffey
Developing
Digital
Marketing
Skills
Dr. Dave Chaffey
SmartInsights.com
Presented at TFM, London, 2016.
Repor...
2@DaveChaffey
Understand
consumers
Marketing
Techniques
Master
Martech
Optimise platform
best practices
Process : integrat...
3@DaveChaffey
Digital in Demand!
Sample n=718 marketers worldwide
Download report: http://go.smartinsights.com/tfm
4@DaveChaffey
Digital in Demand… but changing
Ofcom Communications market report 2016
5@DaveChaffey
Social media in demand
Ofcom Communications market report 2016
6@DaveChaffey
About Dave Chaffey
Co-founder and Editor of SmartInsights.com - a marketing advice
community with > 1 millio...
7@DaveChaffey
8@DaveChaffey
9@DaveChaffey
1. Customer behaviour –
the biggest trend ?
10@DaveChaffey
Desktop Purchase still #1 device
Source: Custora Ecommerce Pulse
11@DaveChaffey
From Mobile-first to the
Multichannel majority
12@DaveChaffey
2. Marketing techniques
The eight key techniques every business needs to master
13@DaveChaffey
Q. Which digital marketing activity
will most INCREASE your
commercial returns in 2017?
 1. “Big Data”
 2...
14@DaveChaffeySmart Insights Digital marketing trends 2017 article
15@DaveChaffey
Demand for digital marketing techniques
16@DaveChaffey
The Big 3 digital channel sales
drivers in retail sector
Source: Custora Ecommerce Pulse
17@DaveChaffey
Lifecycle marketing skills
18@DaveChaffey
19@DaveChaffey
20@DaveChaffey
How to share knowledge internally?
Slack = Great!
21@DaveChaffey
3. Marketing Technology
Q&A and Free poster version at Stand T1130
22@DaveChaffey
Our Marketing technology stack
Paid Owned and
Automation
Earned Experience Analytics Productivity
Yours? Tw...
23@DaveChaffey
30 Digital Tools categories #1
24@DaveChaffey
How we chose the tools
 1. The most popular tools by volume of usage – so
widely used, freemium or lower c...
25@DaveChaffey
4. Marketing Platforms
26@DaveChaffey
Best practices to watch for in 2017
 AI and chatbots e.g. Messenger and Google Allo
 Updates to 200 X Goo...
27@DaveChaffey
AdWords innovations to trial
and optimise in 2017
 Expanded text ads for Mobile
 Mobile Bid adjustments
...
28@DaveChaffey
5. Integrate insight-driven marketing
plans and processes
Define opportunity:
 Analytics review
 Capabili...
29@DaveChaffey
30@DaveChaffey
31@DaveChaffey
n Searches
% Brand
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
Page views/
vis...
32@DaveChaffey
Example of technical analytics
skills – A Google Analytics API –
Google Docs dashboard
Smart Insights Googl...
33@DaveChaffey
Understand
consumers
Marketing
Techniques
Master
Martech
Optimise platform
best practices
Process : integra...
34@DaveChaffey
Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
Free, Basic member ...
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Digital Marketing Skills 2016

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Which are the skills you need to develop your personal career in marketing? Which mix of skills does a business need to compete today? This research summary presented by Dave Chaffey at TFM2016 advises on the most sought-after skills.

Published in: Business
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Digital Marketing Skills 2016

  1. 1. 1@DaveChaffey Developing Digital Marketing Skills Dr. Dave Chaffey SmartInsights.com Presented at TFM, London, 2016. Report and slides: http://go.smartinsights.com/tfm
  2. 2. 2@DaveChaffey Understand consumers Marketing Techniques Master Martech Optimise platform best practices Process : integrate marketing plans The 5 pillars of improving marketing today
  3. 3. 3@DaveChaffey Digital in Demand! Sample n=718 marketers worldwide Download report: http://go.smartinsights.com/tfm
  4. 4. 4@DaveChaffey Digital in Demand… but changing Ofcom Communications market report 2016
  5. 5. 5@DaveChaffey Social media in demand Ofcom Communications market report 2016
  6. 6. 6@DaveChaffey 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 membership Paid Expert membership Paid Expert membership
  7. 7. 7@DaveChaffey
  8. 8. 8@DaveChaffey
  9. 9. 9@DaveChaffey 1. Customer behaviour – the biggest trend ?
  10. 10. 10@DaveChaffey Desktop Purchase still #1 device Source: Custora Ecommerce Pulse
  11. 11. 11@DaveChaffey From Mobile-first to the Multichannel majority
  12. 12. 12@DaveChaffey 2. Marketing techniques The eight key techniques every business needs to master
  13. 13. 13@DaveChaffey 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. 14. 14@DaveChaffeySmart Insights Digital marketing trends 2017 article
  15. 15. 15@DaveChaffey Demand for digital marketing techniques
  16. 16. 16@DaveChaffey The Big 3 digital channel sales drivers in retail sector Source: Custora Ecommerce Pulse
  17. 17. 17@DaveChaffey Lifecycle marketing skills
  18. 18. 18@DaveChaffey
  19. 19. 19@DaveChaffey
  20. 20. 20@DaveChaffey How to share knowledge internally? Slack = Great!
  21. 21. 21@DaveChaffey 3. Marketing Technology Q&A and Free poster version at Stand T1130
  22. 22. 22@DaveChaffey Our Marketing technology stack Paid Owned and Automation Earned Experience Analytics Productivity Yours? Tweet to #TFM16 one free, ideally new marketing tool ‘you couldn’t live without’
  23. 23. 23@DaveChaffey 30 Digital Tools categories #1
  24. 24. 24@DaveChaffey 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.
  25. 25. 25@DaveChaffey 4. Marketing Platforms
  26. 26. 26@DaveChaffey 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
  27. 27. 27@DaveChaffey 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
  28. 28. 28@DaveChaffey 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
  29. 29. 29@DaveChaffey
  30. 30. 30@DaveChaffey
  31. 31. 31@DaveChaffey n Searches % Brand Reach Awareness and visits Unique visitors Bounce rate Revenue per visit Page views/ visit Act Interaction and leads nLeads % Conversion to lead Goal value per visit Average order value Convert Sales and profit nSales % Conversion to sale Sales value n Brand mentions Engage Loyalty and advocacy % active customers % Customer conversion % existing sales value Volume Quality Value Creating a simplified RACE dashboard Source: Smart Insights: RACE Planning Framework
  32. 32. 32@DaveChaffey 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 Spreadsheet in browser
  33. 33. 33@DaveChaffey Understand consumers Marketing Techniques Master Martech Optimise platform best practices Process : integrate marketing plans Research Insight Analytics 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
  34. 34. 34@DaveChaffey 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’ infographics www.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 Powerpoint www.smartinsights.com/membership/expert-member-reasons Q&A and Free poster version at Stand T1130

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