Which are the skills you need to develop your personal career in marketing? Which mix of skills does a business need to compete today? This research summary presented by Dave Chaffey at TFM2016 advises on the most sought-after skills.

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Developing
Digital
Marketing
Skills
Dr. Dave Chaffey
SmartInsights.com
Presented at TFM, London, 2016.
Report and slides: http://go.smartinsights.com/tfm

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

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Digital in Demand!
Sample n=718 marketers worldwide
Download report: http://go.smartinsights.com/tfm

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Digital in Demand… but changing
Ofcom Communications market report 2016

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Social media in demand
Ofcom Communications market report 2016

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About Dave Chaffey
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.
Specialist Digital Marketing consultant, trainer and author since ‘97.
Free Basic membership
Paid Expert membership Paid Expert membership

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1. Customer behaviour –
the biggest trend ?

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Desktop Purchase still #1 device
Source: Custora Ecommerce Pulse

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From Mobile-first to the
Multichannel majority

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

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Q. Which digital marketing activity
will most INCREASE your
commercial returns in 2017?
 1. “Big Data”
 2. Content Marketing
 3. Marketing Automation
(incl. email, lead scoring, personalisation)
 4. Mobile Marketing
 5. Conversion Rate Optimisation

14. 14@DaveChaffeySmart Insights Digital marketing trends 2017 article

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Demand for digital marketing techniques

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The Big 3 digital channel sales
drivers in retail sector
Source: Custora Ecommerce Pulse

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Lifecycle marketing skills

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How to share knowledge internally?
Slack = Great!

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3. Marketing Technology
Q&A and Free poster version at Stand T1130

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Our Marketing technology stack
Paid Owned and
Automation
Earned Experience Analytics Productivity
Yours? Tweet to #TFM16 one free, ideally new marketing tool
‘you couldn’t live without’

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30 Digital Tools categories #1

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How we chose the tools
 1. The most popular tools by volume of usage – so
widely used, freemium or lower cost tools tend to
be 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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4. Marketing Platforms

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Best practices to watch for in 2017
 AI and chatbots e.g. Messenger and Google Allo
 Updates to 200 X Google organic signals
 Paid media options to boost awareness and
conversion through segmented re-marketing
 Predictive analytics
Smart Insights Digital Media options cheatsheet

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AdWords innovations to trial
and optimise in 2017
 Expanded text ads for Mobile
 Mobile Bid adjustments
 Cross-device attribution
 Account-level sitelinks
Plus established nurturing techniques RLSA, Customer Match

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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
 Longer-term improvements

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n Searches
% Brand
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
Page views/
visit
Act
Interaction
and leads
nLeads
%
Conversion
to lead
Goal value
per visit
Average
order value
Convert
Sales and
profit
nSales
%
Conversion
to sale
Sales
value
n Brand
mentions
Engage
Loyalty and
advocacy
% active
customers
% Customer
conversion
% existing
sales value
Volume Quality Value
Creating a simplified RACE dashboard
Source: Smart Insights: RACE Planning Framework

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Example of technical analytics
skills – A Google Analytics API –
Google Docs dashboard
Smart Insights Google Analytics API Google Docs Spreadsheet
Google
Docs
Google
Docs
Google Spreadsheet
in browser

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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

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Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
Free, Basic member tools
 Managing Digital Marketing 2016 report
 Sample planning templates
 Essential digital tools infographic
 Planning ‘mindtool’ infographics
www.smartinsights.com/membership
Premium, Expert member learning
 15 Toolkits covering all digital marketing
techniques: Plan, Manage, Optimise
 B2B Marketing Toolkit
 DIY Planning and optimisation templates in
Word, Excel and Powerpoint
www.smartinsights.com/membership/expert-member-reasons
Q&A and Free poster version at Stand T1130