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/
So many tools, so many tasks, so little time! AGENDA Tools to help you boost sales across all customer touchpoints ¥ ¥ ¥ ¥
Reach Act Convert Engage
Audit tools with a framework!
Free download: http://bit.ly/smartgraphics
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.
Download our free tools guide: http://bit.ly/smartdigitaltools
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
30 Digital Tools categories #1
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.
30 Digital Tools categories #2
Questions prompted?! ¥ Is ‘Best-of-breed’ or ‘all-in-one’ best? ¥ Can Marketing Clouds deliver? ¥ How do we avoid ‘Analysis Paralysis’ and WILFING?
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…
But, remember that… “Tools won’t get you far without Plans, People and Processes to optimise your media and customer experience” @DaveChaffey
You also need to get the HiPPO on board
With thanks to… Scott Brinker
Source: Scott Brinker (@ChiefMartech) @DaveChaffey
…and Brian Solis
Many other ways to review your stack
2016 Stackies Awards
Audit your competitors with: BuiltWith, SimilarTech or Observepoint
Examples of ad tags and services
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
Recommended tool: Similar Web
Recommended Tool – Hot Jar
The CRO mindset + process
Source: Chris Goward - WiderFunnel @DaveChaffey
UK Ecommerce example of mindset
Recommended Tool: Convert.com
Pop-ups still work really well (unfortunately)
Source: Kath Pay on Smart Insights @DaveChaffey
Our experience = it works!
example from Convert.com
Why isn’t the functionality of Marketing Automation used more?
Source: Smart Insights-GetResponse Email benchmark report
Understanding and act on loyalty drivers
Practical Tip – using customer feedback tools http://bit.ly/smartfeedback @DaveChaffey
Recommended tool: Talkwalker Alerts
Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey
Free interactive tool – review your digital capabilities http://www.smartinsights.com/howgood/
A search marketing stack
2016 Stackies Awards