Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!

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Seven top tips on how to improve your digital marketing for 2015. First presented at DA University conference in November 2014 by Sean Singleton of Digital Annexe.

Marketing

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
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

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

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
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

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

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
Insist all your
agencies play nice

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS
Develop integrated
dashboards and teams

SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS
Create a testing &
experimental culture

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)

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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Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!

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

7. HABIT NO. 1

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

16. HABIT NO. 2

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

23. HABIT NO. 3

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

29. HABIT NO.4

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

36. HABIT NO. 5

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

42. HABIT NO. 6

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

49. HABIT NO. 7

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)

54. SUMMARY

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

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