Future proofing your marketing - Dave Chaffey
•Download as PPTX, PDF•
0 likes•827 views
Covering the 5 pillars for future success in marketing based on a research report from HubSpot and Smart Insights - https://offers.hubspot.com/the-future-of-marketing-2019 A webinar from Dave Chaffey for the Smart Insights 2020 Digital Priorities
Report
Share
Future proofing your marketing - Dave Chaffey
- 1. 1 Future proofing your marketing: 12 questions to test your digital readiness Dave Chaffey Co-founder Smart Insights Digital Marketing Priorities 2020 brought to you by
- 2. 2 Digital Marketing consultant, trainer and author since 1997. Creator of the RACE planning model. Co-host of the What’s New in Marketing podcast. Co-founder and content director of SmartInsights.com - a marketing advice community with > ½ million uniques/month. Premium members in over 120 countries use our planning guides, templates and online courses to Plan, Manage and Optimize their digital marketing. About Dave Chaffey and Smart Insights
- 4. 4 Source: Think with Google The Car-Buying Process: One Consumer's 900+ Digital Interactions
- 5. 5
- 6. 6 Source: Customer lifecycle guide Customer lifecycle omnichannel touchpoint review – filling gaps and optimisation needed!
- 7. 7 Governance Q. Do you have the right capabilities and competencies in place? Q. Is your digital marketing strategy and planning process effective?
- 8. 8 Q1. Do we have the digital maturity to compete? Download for digital marketing benchmarking templates
- 9. 9 How do you rate the current effectiveness of your inbound marketing in contributing to the goals of your organization? • Very successful • Successful • Neutral • Not successful • Not at all successful
- 10. 10 How do you compare
- 11. 11 Business plan Marketing plan 1-5 year roadmap Digital transformation plan 2-5 year roadmap Annual digital or multichannel plan Always-on implementation plan – 90-day Campaign plans Q2. Do you have a planned improvement process ?
- 12. 12 Integrated planning is hard…
- 13. 13 Q3. Do you have a data-driven marketing process and skills? Source: The Insights-driven business: Forrester – Vision Critical
- 14. 14 Q4. Do you have the relevant skills to compete?
- 15. 15 Q5. Do you have the right martech platforms in place? Source: BDO, WARC and United Kingdom
- 16. 16 A defined martech stack? Download our ‘Essential Tools wheel’: http://bit.ly/smartdigitaltools
- 17. 17 Source: BDO, WARC and United Kingdom
- 19. 19 Experience Q. Are your website / mobile apps effective?
- 20. 20 Example personas for B2B marketing automation software Q6. Do you have a deep understanding of personas on which to base your inbound marketing?
- 21. 21 Persona details? Details need for an effective persona: • A. Characteristics • B. Motivations and Buyer behaviour • C. Customer journey/ content mapping
- 22. 22 Q7. Do you have an agile approach to improve your experiences? Source: Chris Goward - WiderFunnel
- 23. 23 Benchmarking design patterns - Customer list / testimonials
- 24. 24 Media Q. Is your investment in paid, owned and earned media effective?
- 25. 25 Q8. Are you investing sufficient in always-on media?
- 26. 26 Q. Which advertising element makes the biggest impact on ad sales? • Context • Creative • Brand • Reach • Targeting
- 27. 27 What’s most important to get right? Source: Nielsen What’s missing?
- 28. 28 Lifecycle opportunities to use social media marketing
- 29. 29 New school ads to engage target audiences Facebook ads Banking examples
- 30. 30 Q9. Do you run a continuous gap analysis for organic and paid search
- 31. 31 The power of digital to grow share for your propositions Source: Adthena report
- 32. 32 Are you competing in the SERPs on content
- 33. 33 Using Historical Optimization HubSpot - the blogging tactic no one is talking about
- 34. 34 Reviewing your use of IRM Source: Onalytica: Influencer marketing guide
- 35. 35 Messaging Q. Is your use of lifecycle messaging effective?
- 36. 36 Template to plan nurture emails
- 37. 37 Q10 Are you building in tests of your messaging B2C Email Optimization Example Elisabeth Forsup – Group Head of CRM MyOptique View example
- 38. 38 Example of content module test Elisabeth Forsup – Group Head of CRM MyOptique View example B2BOptimisation
- 39. 39 Learn from Amazon’s mistake with this email style example
- 40. 40 Q11. Are you building in conversation messaging to website journeys?
- 41. 41 Content Q. Are your investments in content marketing effective?
- 42. 42 Q12. Do you have a dedicated, resourced and measured content marketing strategy Source: Content marketing matrix
- 43. 43
- 44. 44 Using customised interactive tools to engage audiences? Source: Scott Brinker, The 4th Wave of Content Marketing Try our free capability grader
- 45. 45
- 46. 46 Let’s Connect – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey
Editor's Notes
- Attribution – multichannel funnels. Recommended tool: Jumpshot if you’re a brand or retailer.
- Showing the need to integrate web experiences with other paid, owned, earned channels
- Operational platforms AND insight tools
- Capabilities: Influencer analysis Measurement Content People Process
- Marketing automation is key, here is another example of automated real-time personalised messaging which works well for Smart Insights Compare response rates to email marketing due to use context and personalisation