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 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!
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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
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
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
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
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
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.
11. 11
Poll
Do you currently influence or own your
organisation’s content marketing strategy?
Yes
No
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
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
Make sure your voice is heard by the
content team/committee.
Share insights on content
performance to guide future content
investment.
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
Learn the basics
Do a technical audit of your website
Create a Google and Bing Search
Console account
Get to know your development team
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
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
Create a reading list
Make time to actually read
Set up some news alerts
Make it a team effort
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
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
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.
Some resource to learn SEO include our Blog or sites like Moz, SearchEngineLand, or SearchEngineWatch
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.
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
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
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?
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?
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.
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
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