Learn the essential digital skills to help improve your personal career in marketing and develop the skills and processes needed to grow your business using digital marketing. You will learn the most in-demand digital marketing skills, and how to use the Smart Insights RACE lifecycle marketing framework to review your skills and digital marketing.

1. 1
Improving your digital marketing skills
Dr Dave Chaffey,
Smart Insights
www.slideshare.net/Smart-Insights/

2. 2
Are you losing your edge?
https://www.youtube.com/watch?v=6xG4oFny2Pk

3. 3
Q. Which marketing activity will most
INCREASE your commercial returns in 2019?
• 1. “Big Data” including predictive analytics
• 2. Content Marketing
• 3. Marketing Automation
(incl. email, lead scoring, personalisation)
• 4. Mobile Marketing
• 5. Conversion Rate Optimisation
• 6. Artificial Intelligence and Machine Learning

4. 4
Smart Insights Digital marketing trends article

5. 5
Does AI Spell the end for marketing jobs?

6. 6
Understand
consumers
Marketing
Techniques
Master
Martech
Optimise platform
best practices
Process : integrate
marketing plans
The 5 pillars of improving
marketing skills today

7. 7
Example personas for B2B marketing
automation software
Create personas to
improve comms
relevance

8. 8
Digital in Demand… but changing
Ofcom Communications market report
1. Customer device behaviour –
the biggest trend ?

9. 9
Room for improvement?
OfCom Engagement report 2018

10. 10
Your mindset – Mobile-first or
Multichannel?

11. 11
Do you
AMP?
Example
served from
Google’s
servers

12. 12
Source: Two years of AMP pages – David Besbris, VP Google Search, AMP Lead at Google

13. 13
The Financial Times abandoned their
native apps in favour of a robust PWA
at app.ft.com. It can be saved to a
device’s home screen and users can
save articles to read offline.
Forbes has also moved to PWAs to
deliver content. Forbes says it’s easier
for users to visit the Forbes site and
install their PWA than it is for them to
download an app from an app store.
Since moving to PWAs, Forbes has
seen a 43 percent increase in users,
and those users stay twice as long.
And PWAs?

14. 14
2. Marketing techniques
The eight key techniques every business needs to master

15. 15
Lifecycle marketing skills
Customer lifecycle touchpoint review - Optimised

16. 16
Lifecycle engagement plan – Before

17. 17
Skills to Master…
IDM Skills Census

18. 18
From T-Shaped to W-Shaped

19. 19
3. Marketing Technology
Download: http://bit.ly/smartdigitaltools

20. 20
30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools

21. 21
Martech stack channel audit tool
Martech
Function /
Channel
1. SEO 2. Paid
media
3. Owned
media
(CM + social)
4. Experience 5. Email and
Marketing
Automation
6. Analytics 7. Multichannel
integration
1. Core
broadcast
communications
Keyword
management
and performance
Direct ad
platform
management
Social media
management
Content or
commerce
management
system
Email broadcast
Website
analytics
Sales
2. Personalised
individual
communication
Backlink
management
Retargeting
platform
Outreach
management
Personalised
messaging
and mobile push
Retargeting or
Contextual
platforms
Tag
management
Customer service
and support
3. Optimisation
On-page
crawling and
recommendation
Programmatic Creative testing
Landing
Pages
CRO Tools
Creative
optimisation
Rendering and
delivery
optimisation
Customer
Data
Platforms
ID
management
Sales optimisation
4. Insight
Google
Tools
CDP
Social
benchmarking
Survey tools
Intent
Segment and
campaign
reports
Attribution
models
Call tracking
5. Planning and
management
Gap analysis
Budget and
campaign plans
Editorial
calendars
Conversion
optimisation
plans
Contact
strategy
Customisation Contact rules
6. Productivity
Integrated
tools
Ad asset
management
Asset plans
and
management
Content audits
and plans
Pre-broadcast
tests
User access
control
Company wide
internal comms
Marketing Cloud or Best-of-breed?

22. 22
Martech stack channel audit tool
Martech
Function /
Channel
1. SEO 2. Paid
media
3. Owned
media
(CM + social)
4. Experience 5. Email and
marketing
automation
6. Analytics 7.
Multichannel
integration
1. Core broadcast
communications
Direct ad
platform
management
2. Personalised
individual
communication
Personalised
messaging and
mobile push
Retargeting or
Contextual
platforms
3. Optimisation Programmatic Creative testing
Landing
Pages
Creative
optimisation
Rendering and
delivery
optimisation
CDP
Sales
optimisation
4. Insight CDP
Segment and
campaign
reports
Attribution
models
Call tracking
5. Planning and
management
6. Productivity
Integrated
tools
Ad asset
management
Which are the gaps in the your toolset

23. 23
B2B Conversational UI
funnel nudge examples

24. 24
Structured testing using Convert.com
Test example from Convert.com

25. 25

26. 26
4. Marketing Platforms

27. 27
Best practices to watch for in 2019
• AI and chatbots e.g. Messenger and Google Duplex/Assistant
• Machine Learning, Propensity modelling and Predictive analytics
• Updates to 200 X Google organic signals
• Paid media options to boost awareness and conversion through
segmented re-marketing esp smartphone
Smart Insights Digital Media options cheatsheet

28. 28
5. Integrate insight-driven marketing
plans and processes
Define opportunity:
 Analytics review
 Capability audit - Identify
improvements
 Model lead targets
 TOWs summary
Create strategy
 Review ALL touchpoints to generate ideas
 Map content to lifecycle communications
 Create comprehensive communications model
Prioritise actions
 Define recommendations
 Identify quick wins into
90-day plans
 Longer-term improvements
Smart Insights Digital Strategy and planning toolkit

29. 29
Big skills gaps here
IDM Skills Census

30. 30
Rate your business capabilities

31. 31
Rate your personal skills
Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan

32. 32
Understand
consumers
Marketing
Techniques
Master
Martech
Optimise platform
best practices
Process : integrate
marketing plans
Research Insight
Analytics
Analytics including
attribution
Tech selection,
integration and usage
Learn best practices Planning, budgeting,
modelling and integration
skills
Summary – The 5 pillars of
improving marketing today

33. 33
Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
Check out www.smartinsights.com in July
for our free Marketing Careers workbook and the IDM Skills Census