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8 Big Mistakes digital marketers should avoid in 2017
The document summarizes eight common mistakes that digital marketers should avoid in 2017, as presented by Ray Coppinger of Marketo. The mistakes include: not defining digital marketing goals for one's company; failing to help guide content marketing strategy; not prioritizing SEO; focusing on the wrong metrics; testing improperly or not at all; not prioritizing social media; being obsessed with ranking first in search results; and falling behind industry changes by not continuing to learn. Coppinger provides advice on how to avoid each mistake, such as aligning metrics with channel objectives, starting small tests, and creating a reading list to stay updated on latest trends.
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8 Big Mistakes digital marketers should avoid in 2017
- 1. Digital Marketing Priorities2017 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 Hello! Name: RayCoppinger Occupation: Senior Digital Marketing Manager, Marketo Specialist Subjects: Digital Dad-stuff (3 kids under 6) Cooking/Baking Twitter: @raycop, @marketo
- 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 #1 Not defining digital marketing:for you and your company
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- 6. 6 The Problems withDigital 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 Understand your DigitalFootprint 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 Website(s) Aspect Description Rating Content Management Abilityto 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 Understand yourwider 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 #2 Failing to helpguide your content marketing strategy
- 11. 11 Poll Do youcurrently influence or own your organisation’s content marketing strategy? Yes No
- 12. 12 Content is DigitalMarketing 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 Content is DigitalMarketing 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 Make sureyour voice is heard by the content team/committee. Share insights on content performance to guide future content investment.
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- 18. 18 SEO Reinforces BestPractices 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 Learn thebasics Do a technical audit of your website Create a Google and Bing Search Console account Get to know your development team
- 20. 20 #4 Focusing onthe wrong metrics
- 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 What are yourobjectives for each channel?
- 23. 23 Quantity vs. Quality PPCSocial PPC Social Leads Opportunities +58% +198%
- 24. 24 Quantity vs. Quality PPCSocial PPC Social Leads Opportunities +58% +198%
- 25. 25 Align yourmetrics to each channel’s objective Establish “cost-per” thresholds Evaluate performance from end-to-end Optimise for quality over quantity
- 26. 26 #5 Testing improperlyor not at all
- 27. 27 Poll Do youcurrently dedicate time for testing in your digital marketing activity? Yes No
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- 29. 29 What Makes aGood Test? High Traffic High Impact Supporting Data Research Goal Hypothesis
- 30. 30 What to test? Imagery CTAs Timeof Day Headlines Day of Week Ad Copy
- 31. 31 Do it! Start with a hypothesis Test 1 thing at a time Gather enough data to establish significance
- 32. 32 #6 Not prioritisingSocial Media.
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- 34. 34 Video Views perDay Via Bloomberg – As of April, 2016 10 Billion
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- 36. 36 Quantity Vs. Quality Paid Searc h Social Media Paid Searc h Social Media LeadsOpportunities +58% +198%
- 37. 37 Don’t underestimatethe value of social media Make social media a priority Try more than one network Be patient
- 38. 38 #7 Obsessed withbeing #1
- 39. 39 We all knowthat moment…
- 40. 40 Goodbye sidebar ads… 1 outof 4 chance…
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- 42. 42 Take astep back Use data to guide your strategy Focus on quality and relevance Optimise for performance, not position
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- 44. 44 Things are changingall the time! Website(s) SocialSEO ContentDigital Ads. Email
- 45. 45 The Power ofPractice “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 Create areading list Make time to actually read Set up some news alerts Make it a team effort
- 47. 47 Questions please! Check-outour Definitive Guide to Digital Advertising www.marketo.com/DG2DA
Editor's Notes
- #17 SEO reinforces best practices What’s good for SEO will benefit all areas of your digital marketing Think of it as your guiding light to the land of great digital marketing
- #18 What you don’t know CAN hurt you Many site have serious technical issues, but would never know because they don’t affect the rendering of the site At least on a desktop browser. You may have serious mobile site issues and not realize it. Google will actually While you this may not affect your user experience it will hurt your organic search rankings Even if organic search rankings are not one of your objectives, and I can’t see how they wouldn’t, they still influence your paid search performance
- #19 Good content is essential for SEO, online ads, social media, etc This content could be ebooks, customer reviews, product reviews, travel tips, etc. SEO also encourages collaboration across marketing and development/IT As a digital marketer any time you can get closer with your dev team or IT take it.
- #20 Some resource to learn SEO include our Blog or sites like Moz, SearchEngineLand, or SearchEngineWatch
- #25 Remember this slide from earlier in the presentation? If I were to put my pirate patch on and focus only on the lead metrics I would miss the most important part of the story If conversions are your goal then make sure you look past click-through-rate and cost-per-click per click metrics down to conversions and order value.
- #27 When you are getting started with testing I recommend testing 1 thing at a time This will give you experience in running your tests and analyzing your data while providing easy to implement results
- #31 Images, Call to Actions – Download vs Submit, Headlines – long vs short, questions vs statement, Ad Copy, Ad Sizes and placement, Time of the Day, Day of the week, gadgets and Elements on the landing pages. Don’t forget to also test different channels, some audience might interact more with you on LI vs FB vs Google. This is not a complete list, the main thing is to start small and then keep building on it
- #33 The top marketing channels they all expected to engage with their customers the most are all digital channels that are perfectly suited to personalization. So this is what marketers are predicting will be the future, but what about the consumers they’re trying to reach?
- #34 The top marketing channels they all expected to engage with their customers the most are all digital channels that are perfectly suited to personalization. So this is what marketers are predicting will be the future, but what about the consumers they’re trying to reach?
- #35 SnapChat views were 10 Billion per day. http://www.bloomberg.com/news/articles/2016-04-28/snapchat-user-content-fuels-jump-to-10-billion-daily-video-views Numbers like this this are undeniable If you’re thinking that this no opportunity for advertising on SnapChat, just remember the same was said about Facebook a few years ago.
- #36 In Q1 of 2016 Facebook’s ad revenue was reported at $5.2 billion In 2016 Facebook is project to claim about 12% of the global digital-advertising market up from 10.7% last year and 8.6% in 2014 In 2016 Google’s share is projected to decline to 31% Down from 33% in 2015 and 35% two years ago. Source: http://www.wsj.com/articles/facebook-revenue-soars-on-ad-growth-1461787856
- #37 This is an example from our own marketing mix here at Marketo In this data we can see that our social media campaigns brought in 58% more leads that our paid search campaigns However the quality of those paid search leads is considerably better and they produced 198% more sales opportunities The medium should be kept in context though. In paid search people are actively looking for a product or service In social media they’re attention is caught by an ad while they scrolling through posts on every subject under the sun