A summary of recommendations on how to manage digital marketing in 2017 based on our worldwide research report

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Managing Digital Marketing 2017
Reviewing the State of Digital Transformation
Dr Dave Chaffey, Robert Jones
Smart Insights
#DigitalPriorities members’ webinar
28th June 2017

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Agenda
> What are the opportunities of digital marketing?
> ONE. How do digital marketing capabilities compare?
> TWO. Who is using a structured approach to strategy and planning?
> THREE. Which techniques are businesses investing in?
> FOUR. What approaches to innovation and optimisation are used?
> Q&A – Questions at End, please use Questions box throughout
> @SmartInsights #digitalpriorities
> +2h Email with link to this slidedeck and recording

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Introductions and methodology

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Download the report from our
Digital Marketing Strategy toolkit
Free download: http://bit.ly/smartdigital2017
New look members’ area from July

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Our new Facebook members’ channel

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INTRODUCTION
THE POTENTIAL OF
DIGITAL MARKETING

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Lifecycle engagement plan – After

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Lifecycle engagement plan – Before
Recommendation: Audit your lifecycle engagement

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Which activities are most commonly missed?
> 5 Retargeting / remarketing ads
> 4 ToFU vs MoFU vs BoFU vs RoFU content
> 3 Sophisticated welcome and nurture sequences
> 2 Optimising content for lead gen
> 1 Creating Skyscraper and Evergreen content for SEO

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Learn more
www.smartinsights.com/quick-wins/

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The 25 key marketing activities
every business needs
to optimize – your priorities?
Paid members’ guide: Detailed strategy audit spreadsheet based on these 25
Learn more: http://bit.ly/smartbenchmark

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ONE
Digital marketing
Capabilities
Article: McKinsey 7S Model

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How advanced are your
digital marketing capabilities?
To download a larger version of the capability matrix:
http://bit.ly/smartcapabilities

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Use our Grader to rate your performance and…

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…get recommendations of how to improve

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TWO
Digital Strategy and
Planning

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Do you need a defined marketing / digital
strategy or plan?

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Integration remains a major challenge

20. 20#DigitalPriorities Recommendation: Integrate Campaign and ‘Always-on activities
using a multichannel communications plan’

21. 21#DigitalPriorities Learn more:
www.smartinsights.com/quick-wins/multichannel-marketing-plan

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Q. Do you need a transformation plan?

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And do you need a digital CoE?
Article: What is a Digital CoE and why do you need one
Plus paid members’ briefing on 18 best practices

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THREE
Investing in
Digital Marketing 2017

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Which techniques work best for you?

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Which Martech are companies investing in?
Download: http://bit.ly/smartdigitaltools

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Martech investment techniques

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FOUR
Innovation and
Optimisation in
Digital Marketing

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Plus: Remember mobile and multichannel
optimisation…
Source: comScore via our mobile stats roundup

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…and dayparting…
Source: comScore via our mobile stats roundup

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Your questions please!
Free report download: http://bit.ly/smartdigital2017