Dave Chaffey discusses 5 things that still surprise him about digital marketing in 2016. First, he is surprised that more businesses do not have an integrated digital strategy and still treat digital as a separate silo. Second, he is surprised that businesses do not take search marketing more seriously. Third, he notes the importance of mobile and why "mobile first" has become a mantra for digital strategies. Fourth, he discusses why marketing automation has not fulfilled its promise for many businesses. Finally, he expresses surprise that more agencies do not offer conversion rate optimization (CRO) services to help businesses improve their digital marketing results.

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5 things that still
surprise me about
digital marketing
in 2016
Dr Dave Chaffey,
CEO, SmartInsights.com
Co-author: Digital Marketing: Strategy, Implementation and Practice,
Emarketing Excellence and Digital Business and Ecommerce
Management
Download presentation:
http://www.slideshare.net/DaveChaffey

2. 2@DaveChaffey
About Dave Chaffey
• Co-founder and Editor of SmartInsights.com - a marketing
advice community with > 1 Million global unique visitors each
quarter. Expert members in over 80 countries use our RACE
planning guides, templates and online courses to Plan,
Manage and Optimise their digital marketing
• 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
• Draw to win a copy of the latest edition at stand 56/57
with our partners MMC Learning. I’ll also be happy to
answer any questions on Digital Marketing.

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Applying RACE Digital Marketing Planning
across 25 = 5X5 key digital marketing activities
Download our free infographics pack:
http://bit.ly/smartinfographics

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ONE. WHY DON’T MORE BUSINESSES HAVE
AN INTEGRATED DIGITAL STRATEGY?

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Skills: Digital in Demand
Sample n=1028 worldwide
Download Free Digital Marketing Skills
Report: http://bit.ly/digitalskills2015

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But we need to avoid Digital Silos - Amanda
Rendle has gone so 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”.

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TWO. WHY DON’T BUSINESSES TAKE
SEARCH MARKETING MORE SERIOUSLY?
Custora Pulse – leading US retailers

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Maybethat’snot
true‘UpNorth’

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Head of Digital
David Harling
2013-15

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But remember ‘Content
Shock - ‘Me-too’ content isn’t
effective
BuzzSumo-Moz research

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THREE. WHY “MOBILE FIRST” IS A MANTRA?

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Now well past mobile search
Tipping Point
Source: Google Data presented at ScreenPages event Mar 2015
B2B is different - Smart Insights latest figures – new visits

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Mobile First – from responsive to adaptive?
PlusNet Responsive example

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AO.com adaptive example

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Your approach to mobile
experiences? Vote!
 A. Don’t have a mobile optimised site or…
 B. Separate mobile site domain to desktop
 C. Mobile responsive design – same domain
 D. Mobile adaptive design – same domain

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FOUR. WHY ISN’T THE PROMISE OF
MARKETING AUTOMATION FULFILLED?
Smart Insights research
with Content Partner CommuniGator

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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

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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.

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FIVE. WHY AREN’T THERE MORE MORE
AGENCIES OFFERING ‘CRO’ SERVICES?

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How many structured experiments
does your business run each month?

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Our experience = it works!
Test example from Convert.com

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Let’s Connect!
Questions & discussion welcome
Please head to stand 56 / 57 and for Prize draw
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 20% discount code:
DAVESAVE20
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/

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Assess your digital capability at
SmartInsights.com/howgood

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