Developing Digital Skills - Dave Chaffey
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Summarising our research with TFM presented at Ecommerce Expo in Sept 2015. It shows the most sought after skills and recommends techniques to improve skills. Report available free from: http://bit.ly/digitalskills2015
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Developing Digital Skills - Dave Chaffey
- 1. 1 Developing Digital Marketing Skills in 2016 Dr Dave Chaffey, CEO, SmartInsights.com Download presentation and report: http://bit.ly/digitalskills2015
- 2. 2 About Dave Chaffey • Trainer and consultant in Digital Marketing since ’97. Digital strategies developed with brands like 3M, BP, Euroffice, Mercedes, HSBC, Tui, Royal Canin (Mars Group), Microsoft and Tilda. • Author of 5 bestselling Digital marketing books • Co-founder and Editor of SmartInsights.com - a marketing advice community with over one million unique visitors each quarter. Expert members in over 80 countries use our RACE planning guides, templates and online courses to improve results.
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- 4. 4 Agenda Not just a “Statfest”! The “Top 20 Skills” plus recommendations for 5 Skills areas The Gap between how businesses should and do support skills Tools and frameworks to help you improve your digital marketing skills
- 5. 5 The Ascent of Digital Skills
- 6. 6 Dell’s Journey to a Social Business
- 8. 8 Skills: Digital in Demand Sample n=1028 worldwide
- 9. 9 Skills: Digital in Demand Sample n=1028 worldwide
- 10. 10 Which skills are important? Tactical Source: Digital Marketing: Strategy, Implementation and Practice – 6th edition
- 11. 11 Which skills are important? Strategic Source: Digital Marketing: Strategy, Implementation and Practice – 6th edition
- 12. 12 Source
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- 14. 14 Too much! …so focus on the online sales drivers Custora Pulse – leading US retailers
- 16. 16 “We have to learn new technical skills and hire a different mix of people. “There are two different areas of expertise developing in marketing. There is the ‘left brain’ of data, insights, marketing operations and automation. Source: TFM Interview
- 17. 17 “I need to hire really good analysts to interrogate our data and make sense to produce valuable insights. Then there is the ‘right brain’ of content and creative…” Source: TFM Interview
- 18. 18 “But what we are missing are the leaders of the future who are capable to straddling both to see the overall strategy, how we use digital and social channels. We need to train our talent to fuse the two.” Source: TFM Interview
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- 20. 20 What do you think is important in digital marketing? Which digital marketing activity will increase your commercial returns most in 2016? 1. “Big Data” 2. Content Marketing 3. Marketing Automation (incl. email, lead scoring, personalisation) 4. Mobile Marketing 5. Conversion Rate Optimisation
- 21. 21 Q. Which digital marketing activity will most INCREASE your commercial returns in 2016? Digital Trends 2016 post
- 22. 22 Source: Content Marketing Matrix
- 23. 23 Content SHOCK in 2016 Mark Schaefer coins Content Shock
- 25. 25 ‘Me-too’ content isn’t effective BuzzSumo-Moz research
- 26. 26 Is Most Business Blogging a Waste of Time? 1. Be AWESOME! 2. Think like a publisher 3. Understand what works for others 4. Less is more 5. Mix it up with a range of content formats. 6. Build links by partnering Dave’s article
- 27. 27 2016: FROM STATIC CONTENT TO APPS AND PERSONALISATION Source: Scott Brinker, The 4th Wave of Content Marketing
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- 30. 30 SKILLS Area : 1 Digital Strategy Recommendations: 1. Understand process planning frameworks: SOSTAC® and RACE 2. Become an evangelist for Digital Transformation = Digital Integration 3. How to create agile, actionable 90 day plans
- 31. 31 Source: PAC Omnichannel 2015 research
- 32. 32 SOSTAC® Planning Skills PR Smith’s SOSTAC® Planning framework www.prsmith.org See our SOSTAC® planning guide for Expert members
- 33. 33 SOSTAC® : What, Why, How, When? PR Smith’s SOSTAC® Planning framework www.prsmith.org See SOSTAC® planning guide for Expert members
- 34. 34 Amanda has gone as far as to ban the word ‘digital’ to encourage her team to think beyond organisational silos. “We need to go back to what marketing is, and the product is marketing. More people need to remember that, get off the drug of digital being something separate and get back to what we do best”.
- 35. 35 SKILLS Area : 2 MOBILE In-demand Mobile marketing skills 1. Advertising to audiences on mobile, e.g. Programmatic, Retargeting, In-app 2. Analytics and CRO to understand and improve mobile (and cross-device) conversion
- 36. 36 Now past mobile search Tipping Point Source: Google Data presented at ScreenPages event Mar 2015 B2B is different - Smart Insights latest figures – new visits
- 37. 37 Mobile vital, but don’t throw out the ‘desktop’ Is your site design mobile or adaptive?
- 38. 38 Mobile First – from responsive to adaptive? PlusNet Responsive example
- 40. 40 Mobile design support - Vote! A. Don’t have a mobile optimised site B. Separate mobile site C. Mobile responsive design D. Mobile adaptive design
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- 42. 42 SKILLS Area : 3 CRO and Experience 1. Understand the principles and process 2. Encourage adoption of structured tests and tools 3. Get ‘hands-on’ with GA: https://analyticsacademy.withgoogle.com/explorer
- 43. 43Customer Journeys report - published 2014
- 44. 44 UK Ecommerce example of mindset
- 45. 45 Pop-ups work (unfortunately) Source: Kath Pay on Smart Insights
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- 48. 48 Smart Insights research with CommuniGator
- 49. 49 SKILLS Area : 4 Marketing Automation Skills typically lacking: Designing rules-based email sequences Lead scoring Email targeting and testing Testing web-based personalisation options Predictive analytics
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- 51. 51 Our experience at Smart Insights with using dynamic content?Open rate Clickthrough rate Before 20.0% 1.9% After 18.9 – 27.4% 7.5% - 20.6%
- 52. 52 Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts Content insertion Automation example Monthly Planning Framework Source: Harriet Mitchell Smart Insights Digital Impact conference
- 53. 53 The RS Newsletter Hero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Local Module Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules Optional modules for any local activity/information.
- 54. 54 SKILLS Area : 5 Analytics & insight 1. Understand the principles and process for successful ‘Test and Learn’ 2. Understand dashboard design and VQVC measures 3. Be aware of the free and paid tools – which do you use to ‘stay up-to-date’? 10 free insight tools for the ‘hands-on’ digital marketer
- 55. 55Buffer Open Real Time Dashboard
- 56. 56 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 Segment and attribute for content types and channels
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- 62. 62 Next Steps? See how your business rates http://www.smartinsights.com/howgood
- 63. 63 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools Sample planning templates Planning infographics www.smartinsights.com/membership Premium, Expert member learning 15 Toolkits and Online courses covering the key digital marketing skills DIY Planning and optimisation templates in Word, Excel and Powerpoint www.smartinsights.com/membership Annual Membership discount code for January 2016: NEWYEAR20 uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/
Editor's Notes
- Fantastic interest in CXM – good to see = CXM matters
- Now that the holidays have come and gone, chances are you’re searching for a new job. That’s because January is when the largest percentage of our members look for a new gig. So you’re probably asking yourself, “What skills are employers looking for?” Great question! To find the answer, we analyzed all of the hiring and recruiting activity that occurred on LinkedIn in 2015, and uncovered the 25 hottest skills in 2015. If your skills fit one or more of these skills categories (a grouping of related skills), there’s a chance you either started a new job or attracted the interest of recruiters last year. We noticed that companies were still recruiting and hiring for these skills well into the final months of 2015, so we expect these skills will remain in-demand in the early part of 2016. This means if you have one or more of these skills, you’re likely to continue getting interest from recruiters in the new year.
- Superlative: Epic, awesome, nuclear content
- Be Awesome! Average, ‘me-too’ blog content won’t get engagement – some content has to have the investment to cut through – what Michael Stelzner of Social Media Examiner calls “Nuclear Content”. Think like a publisher! Yes, it’s been said many times before, but the report also looks at sharing patterns for publishers like The Economist, NYT and Buzzfeed. They are certainly succeeding in gaining links, it is possible… if you have the creativity and resources. Understand what works for others! As you may know, Buzzsumo is a tool which shows the posts that are most effective in a category. See what works for others and then follow their lead. Less is more! Likely you don’t have the resource, so you have the choice of giving up or posting less, perhaps longer form posts that gain more traction, for example. Mix it up with a range of content formats! There isn’t a definitive content format, although we know that long form, list-based, visually-rich content works best. Be creative by using formats you haven’t used before and stretch your brand by being more controversial than you usually would. 6. Build links by collaborating with partners! Google doesn’t like spam of course, so they tell us not to build links, but encourage them to be created organically through content. Fair enough, but the research shows this is an inefficient way to build links. Working this way also enables you to share audiences and links naturally as Buzzsumo and Moz show in this research and Smart Insights and HubSpot have shown in our joint research on Competing with Content Marketing. This shows that the vast majority of marketers still believe in content marketing and are investing in it with a quarter increasing head count and 71% creating more content in 2015 than 2014. The question is – is it the right type of content…?! - See more at: http://www.clickthrough-marketing.com/is-most-business-blogging-a-waste-of-time/#sthash.nMmjbn3i.dpuf