Happiness doesn't result from what we get, but from what we give. Ben Carson
Idea Transcript
ESSENTIAL DIGITAL MARKETING TOOLS 2016 Dr Dave Chaffey. SmartInsights.com
Presented at the Digital Marketing Conference, @DaveChaffey Cambridge, July 7 2016. Download: http://slideshare.net/davechaffey/
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So many tools, so many tasks, so little time! AGENDA Tools to help you boost sales across all customer touchpoints ¥ ¥ ¥ ¥
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Reach Act Convert Engage
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Audit tools with a framework!
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Free download: http://bit.ly/smartgraphics
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About Dave Chaffey Specialist Digital Marketing consultant, trainer and author since ‘97. Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million unique visitors each quarter. Expert members in over 80 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for members.
Q. How many distinct marketing applications or software services does your business use (free and paid) ¥ ¥ ¥ ¥
FEWER THAN 5 5 TO 10 10 TO 20 MORE THAN 20
Measured by Scripts or Tags on your website from vendors, e.g. Google Analytics @DaveChaffey
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@DaveChaffey Download:
http://bit.ly/smartdigitaltools
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30 Digital Tools categories #1
@DaveChaffey Download:
http://bit.ly/smartdigitaltools
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How we chose the tools ¥ 1.The most popular tools by volume of usage are AROUND the edge. i.e. freemium or lower cost tools are ranked most highly except in categories of enterprise tools. ¥ 2. Services we use or are familiar with and are rated highly by tools review sites. Voice of the Crowd from G2Crowd, Capterra, Trust Radius, Alternative To. ¥ 3. Services suitable for small and mid-size businesses with limited tools budgets.
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30 Digital Tools categories #2
@DaveChaffey Download:
http://bit.ly/smartdigitaltools
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Questions prompted?! ¥ Is ‘Best-of-breed’ or ‘all-in-one’ best? ¥ Can Marketing Clouds deliver? ¥ How do we avoid ‘Analysis Paralysis’ and WILFING?
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What’s Hot with you?
Please tweet a new specific Digita tactic or tool in each section you won’t be able to live without in 2017 to…
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But, remember that… “Tools won’t get you far without Plans, People and Processes to optimise your media and customer experience” @DaveChaffey
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@DaveChaffey
Download: http://bit.ly/smartbenchmarking
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You also need to get the HiPPO on board
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With thanks to… Scott Brinker
Source: Scott Brinker (@ChiefMartech) @DaveChaffey
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…and Brian Solis
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Many other ways to review your stack
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2016 Stackies Awards
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Audit your competitors with: BuiltWith, SimilarTech or Observepoint
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Examples of ad tags and services
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Improving Reach
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Search and Email Marketing Still Rock! “Social Sucks” or does it?!
Customer Acquisition by email has quadrupled over the last four years. Source: Custora Pulse
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Recommended tool: Similar Web
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Increasing InterACTion
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Recommended Tool – Hot Jar
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Increasing Conversion
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The CRO mindset + process
Source: Chris Goward - WiderFunnel @DaveChaffey
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UK Ecommerce example of mindset
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Recommended Tool: Convert.com
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Pop-ups still work really well (unfortunately)
Source: Kath Pay on Smart Insights @DaveChaffey
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Our experience = it works!
@DaveChaffey Test
example from Convert.com
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@DaveChaffey
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@DaveChaffey
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Improving Engagement
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Why isn’t the functionality of Marketing Automation used more?