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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
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
This 
is 
him! 
Stephen 
Covey
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS
HABIT NO. 1
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Be Strategic
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Strategic thinking 
is thinking about 
the future
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Think long term / 
Act real time
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
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
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Leaky bucket
Most digital marketing efforts focus… 
Awareness Interest Buy Advocates 
Too 
Much 
Here 
And 
Not 
Enough 
Here
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Too much effort on 
driving traffic and 
not enough on 
conversion
HABIT NO. 2
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Get the data right
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Make sure you are 
collecting all the 
right data
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
In our experience, 
most companies 
have incorrectly set 
up their analytics 
software
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Incorrect Data 
Equals Bad Decisions
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Making the most of 
the analytics toolkit
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
For example 
Google Analytics is 
consistently improving 
and many companies 
struggle to keep up with 
these feature updates
HABIT NO. 3
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
The user comes first
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Most business talk a good 
game about being 
customer centric
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
However in reality its 
common for different 
business units to bombard 
consumers with too much 
information
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Also many large 
businesses have old 
systems that dictate how 
they communicate and 
interact with their 
customer
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
36% of top brand 
sites in the UK are 
not mobile optimised 
Source: 
IAB 
April 
2014
HABIT NO.4
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Move quicker
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
...Talking about 
revolution
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Digital disruption
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
“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
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
The Digital Native
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Act like a start up
HABIT NO. 5
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Video: 
Long live the 
content king
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
69 
% 
By 2017, video will account for 69% of all 
consumer internet traffic 
Source: 
Cisco 
Report 
June 
2014
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
64 
% 
Of marketers expect video to dominate their 
strategies in the near future 
Source: 
Nielson
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Powerful at 
creating 
emotional 
connections
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
57 % 
Of consumers say that watching product 
videos makes them more confident in online 
purchase decisions 
Source: 
Invodo
HABIT NO. 6
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Joined up marketing
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Big company silos
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Big company politics
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Creating a brand 
vision that every-body 
buys into
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Insist all your 
agencies play nice
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Develop integrated 
dashboards and teams
HABIT NO. 7
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Create a testing & 
experimental culture
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Focus on 
continues marginal 
improvement 
Dave 
Brailsford
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Startup culture is 
obsessed with continual 
optimisation of all stages 
of the marketing process 
(Awareness, Interest, Acquisition and Conversion)
SUMMARY
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Be strategic
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Get the data right
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
The user comes first
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Move quicker
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Video: 
Long live the 
content king
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Joined up marketing
SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 
Create a testing & 
experimental culture
IMPACT. MADE SIMPLE. 
THANK YOU 
Sean Singleton 
Managing Director 
Digital Annexe
FIRST PRESENTED AT DAU2014 EVENT 
THE NEXT 
5 YEARS 
IN DIGITAL 
DA 
UNIVERSITY 
2014 
h"p://digitalannexe.com/university

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7 habits of highly effective digital marketers

  • 1. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Sean Singleton Managing Director Digital Annexe
  • 2. FIRST PRESENTED AT DAU2014 EVENT LONDON, NOV 2014 THE NEXT 5 YEARS IN DIGITAL DA UNIVERSITY 2014 h"p://digitalannexe.com/university/
  • 3. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS This is me! @paulpingles
  • 4. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS This is him! Stephen Covey
  • 5. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS
  • 6. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS
  • 8. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Be Strategic
  • 9. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Strategic thinking is thinking about the future
  • 10. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Think long term / Act real time
  • 11. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Focus on the important things
  • 12. 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
  • 13. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Leaky bucket
  • 14. Most digital marketing efforts focus… Awareness Interest Buy Advocates Too Much Here And Not Enough Here
  • 15. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Too much effort on driving traffic and not enough on conversion
  • 17. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Get the data right
  • 18. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Make sure you are collecting all the right data
  • 19. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS In our experience, most companies have incorrectly set up their analytics software
  • 20. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Incorrect Data Equals Bad Decisions
  • 21. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Making the most of the analytics toolkit
  • 22. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS For example Google Analytics is consistently improving and many companies struggle to keep up with these feature updates
  • 24. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS The user comes first
  • 25. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Most business talk a good game about being customer centric
  • 26. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS However in reality its common for different business units to bombard consumers with too much information
  • 27. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Also many large businesses have old systems that dictate how they communicate and interact with their customer
  • 28. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 36% of top brand sites in the UK are not mobile optimised Source: IAB April 2014
  • 30. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Move quicker
  • 31. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS ...Talking about revolution
  • 32. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Digital disruption
  • 33. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS “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
  • 34. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS The Digital Native
  • 35. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Act like a start up
  • 37. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Video: Long live the content king
  • 38. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 69 % By 2017, video will account for 69% of all consumer internet traffic Source: Cisco Report June 2014
  • 39. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 64 % Of marketers expect video to dominate their strategies in the near future Source: Nielson
  • 40. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Powerful at creating emotional connections
  • 41. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 57 % Of consumers say that watching product videos makes them more confident in online purchase decisions Source: Invodo
  • 43. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Joined up marketing
  • 44. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Big company silos
  • 45. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Big company politics
  • 46. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Creating a brand vision that every-body buys into
  • 47. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Insist all your agencies play nice
  • 48. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Develop integrated dashboards and teams
  • 50. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Create a testing & experimental culture
  • 51. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS
  • 52. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Focus on continues marginal improvement Dave Brailsford
  • 53. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Startup culture is obsessed with continual optimisation of all stages of the marketing process (Awareness, Interest, Acquisition and Conversion)
  • 55. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Be strategic
  • 56. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Get the data right
  • 57. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS The user comes first
  • 58. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Move quicker
  • 59. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Video: Long live the content king
  • 60. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Joined up marketing
  • 61. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Create a testing & experimental culture
  • 62. IMPACT. MADE SIMPLE. THANK YOU Sean Singleton Managing Director Digital Annexe
  • 63. FIRST PRESENTED AT DAU2014 EVENT THE NEXT 5 YEARS IN DIGITAL DA UNIVERSITY 2014 h"p://digitalannexe.com/university