Managing digital marketing in 2017

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

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

2#DigitalPriorities
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

3#DigitalPriorities
Introductions and methodology

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

5#DigitalPriorities
Our new Facebook members’ channel

6#DigitalPriorities
INTRODUCTION
THE POTENTIAL OF
DIGITAL MARKETING

7#DigitalPriorities
Lifecycle engagement plan – After

8#DigitalPriorities
Lifecycle engagement plan – Before
Recommendation: Audit your lifecycle engagement

9#DigitalPriorities
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

10#DigitalPriorities
Learn more
www.smartinsights.com/quick-wins/

11#DigitalPriorities
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

12#DigitalPriorities
ONE
Digital marketing
Capabilities
Article: McKinsey 7S Model

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

15#DigitalPriorities
Use our Grader to rate your performance and…

16#DigitalPriorities
…get recommendations of how to improve

17#DigitalPriorities
TWO
Digital Strategy and
Planning

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

19#DigitalPriorities
Integration remains a major challenge

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

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

22#DigitalPriorities
Q. Do you need a transformation plan?

23#DigitalPriorities
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

24#DigitalPriorities
THREE
Investing in
Digital Marketing 2017

25#DigitalPriorities
Which techniques work best for you?

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

29#DigitalPriorities
Martech investment techniques

30#DigitalPriorities
FOUR
Innovation and
Optimisation in
Digital Marketing

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

33#DigitalPriorities
…and dayparting…
Source: comScore via our mobile stats roundup

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

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Managing digital marketing in 2017

1. 1#DigitalPriorities Managing Digital Marketing 2017 Reviewing the State of Digital Transformation Dr Dave Chaffey, Robert Jones Smart Insights #DigitalPriorities members’ webinar 28th June 2017

2. 2#DigitalPriorities 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

3. 3#DigitalPriorities Introductions and methodology

4. 4#DigitalPriorities Download the report from our Digital Marketing Strategy toolkit Free download: http://bit.ly/smartdigital2017 New look members’ area from July

5. 5#DigitalPriorities Our new Facebook members’ channel

6. 6#DigitalPriorities INTRODUCTION THE POTENTIAL OF DIGITAL MARKETING

7. 7#DigitalPriorities Lifecycle engagement plan – After

8. 8#DigitalPriorities Lifecycle engagement plan – Before Recommendation: Audit your lifecycle engagement

9. 9#DigitalPriorities 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

10. 10#DigitalPriorities Learn more www.smartinsights.com/quick-wins/

11. 11#DigitalPriorities 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

12. 12#DigitalPriorities ONE Digital marketing Capabilities Article: McKinsey 7S Model

13. 13#DigitalPriorities How advanced are your digital marketing capabilities? To download a larger version of the capability matrix: http://bit.ly/smartcapabilities

14. 14#DigitalPriorities

15. 15#DigitalPriorities Use our Grader to rate your performance and…

16. 16#DigitalPriorities …get recommendations of how to improve

17. 17#DigitalPriorities TWO Digital Strategy and Planning

18. 18#DigitalPriorities Do you need a defined marketing / digital strategy or plan?

19. 19#DigitalPriorities 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

22. 22#DigitalPriorities Q. Do you need a transformation plan?

23. 23#DigitalPriorities 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

24. 24#DigitalPriorities THREE Investing in Digital Marketing 2017

25. 25#DigitalPriorities Which techniques work best for you?

26. 26#DigitalPriorities

27. 27#DigitalPriorities Which Martech are companies investing in? Download: http://bit.ly/smartdigitaltools

28. 28#DigitalPriorities

29. 29#DigitalPriorities Martech investment techniques

30. 30#DigitalPriorities FOUR Innovation and Optimisation in Digital Marketing

31. 31#DigitalPriorities

32. 32#DigitalPriorities Plus: Remember mobile and multichannel optimisation… Source: comScore via our mobile stats roundup

33. 33#DigitalPriorities …and dayparting… Source: comScore via our mobile stats roundup

34. 34#DigitalPriorities Your questions please! Free report download: http://bit.ly/smartdigital2017