[Presentatie] 7 eigenschappen van effectieve digital marketeers

by Patrick Petersen · Published 4 december 2014 · Updated 3 december 2014

De vraag naar digital marketeers is hoog in Nederland. De vraag naar digital marketeers die daadwerkelijk harde conversie kunnen bewerkstelligen is nog veel groter. De adviseur van Digital Annexe heeft een presentatie gemaakt die direct en on the spot toont wat digital marketeers anno 2015 moeten kennen en kunnen.

Covey en 8 eigenschappen

Met een subtiele link naar Covey en zijn effectieve managers, introduceert Sean Singleton van Digital Annexe de effectieve marketeers. Hij geeft concrete eigenschappen mee die een moderne marketing moet beheersen:

1. Denk strategisch! Denk na over de toekomst!

2.Gebruik de 20/80 regel. 20% van jouw acties zorgen voor 80% van de omzet. Focus!

3.Focus niet alleen op traffic, maar juist meer op conversie!

4.Verzamel de juiste data! Analyseer veel!

5. Stel de gebruiker voorop!

6.Act faster! Reageer sneller!

7. Contentmarketing is king! Gebruik vooral video voor het overbrengen van emoties!

8. Zorg voor een testomgeving!

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Transcript

1. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Sean Singleton Managing Director Digital Annexe
2. FIRST PRESENTED AT DAU2014 EVENT LONDON, NOV 2014 THE NEXT 5 YEARS IN DIGITAL DA UNIVERSITY 2014 h”p://digitalannexe.com/university/
3. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS This is me! @paulpingles
4. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS This is him! Stephen Covey
5. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS
6. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS
7. HABIT NO. 1
8. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Be Strategic
9. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Strategic thinking is thinking about the future
10. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Think long term / Act real time
11. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Focus on the important things
12. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS OFTEN IT WILL BE 20% OF YOUR ACTIONS OR 20% OF YOUR CUSTOMERS THAT WILL DELIVER 80% OF THE YOUR REVENUE OR PROFIT THE STRATEGIC CHALLENGE IS TO FIND WHAT IS THAT KEY 20% ACTIVITY
13. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Leaky bucket
14. Most digital marketing efforts focus… Awareness Interest Buy Advocates Too Much Here And Not Enough Here
15. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Too much effort on driving traffic and not enough on conversion
16. HABIT NO. 2
17. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Get the data right
18. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Make sure you are collecting all the right data
19. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS In our experience, most companies have incorrectly set up their analytics software
20. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Incorrect Data Equals Bad Decisions
21. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Making the most of the analytics toolkit
22. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS For example Google Analytics is consistently improving and many companies struggle to keep up with these feature updates
23. HABIT NO. 3
24. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS The user comes first
25. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Most business talk a good game about being customer centric
26. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS However in reality its common for different business units to bombard consumers with too much information
27. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Also many large businesses have old systems that dictate how they communicate and interact with their customer
28. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 36% of top brand sites in the UK are not mobile optimised Source: IAB April 2014
29. HABIT NO.4
30. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Move quicker
31. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS …Talking about revolution
32. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Digital disruption
33. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS “Software is eating the world. It’s changing so many aspect of our everyday lives – The cars we drive, the appliances we use at home, the way we connect with loved ones. And businesses normally wouldn’t think of as technology business are using software to change their products and industries, from running shoes to oil pipelines” Atlassian co-founders Mike Cannon-Brookes and Scott Farquhar, and president Jay Simons
34. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS The Digital Native
35. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Act like a start up
36. HABIT NO. 5
37. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Video: Long live the content king
38. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 69 % By 2017, video will account for 69% of all consumer internet traffic Source: Cisco Report June 2014
39. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 64 % Of marketers expect video to dominate their strategies in the near future Source: Nielson
40. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Powerful at creating emotional connections
41. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS 57 % Of consumers say that watching product videos makes them more confident in online purchase decisions Source: Invodo
42. HABIT NO. 6
43. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Joined up marketing
44. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Big company silos
45. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Big company politics
46. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Creating a brand vision that every-body buys into
47. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Insist all your agencies play nice
48. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Develop integrated dashboards and teams
49. HABIT NO. 7
50. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Create a testing & experimental culture
51. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS
52. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Focus on continues marginal improvement Dave Brailsford
53. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Startup culture is obsessed with continual optimisation of all stages of the marketing process (Awareness, Interest, Acquisition and Conversion)
54. SUMMARY
55. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Be strategic
56. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Get the data right
57. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS The user comes first
58. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Move quicker
59. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Video: Long live the content king
60. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Joined up marketing
61. SEVEN HABITS OF HIGHLY EFFECTIVE DIGITAL MARKETERS Create a testing & experimental culture
62. IMPACT. MADE SIMPLE. THANK YOU Sean Singleton Managing Director Digital Annexe
63. FIRST PRESENTED AT DAU2014 EVENT THE NEXT 5 YEARS IN DIGITAL DA UNIVERSITY 2014 h”p://digitalannexe.com/university