SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Sean Singleton Managing Director Digital Annexe

FIRST PRESENTED AT DAU2014 EVENT
LONDON, NOV 2014 THE NEXT 5 YEARS IN DIGITAL DA UNIVERSITY 2014 h"p://digitalannexe.com/university/

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS This is me! @paulpingles

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS This is him! Stephen Covey

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS

HABIT NO. 1

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Be Strategic

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Strategic thinking is thinking about the future

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Think long term / Act real time

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Focus on the important things

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

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Leaky bucket

Most digital marketing efforts focus…
Awareness Interest Buy Advocates Too Much Here And Not Enough Here

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Too much effort on driving traffic and not enough on conversion

HABIT NO. 2

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Get the data right

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Make sure you are collecting all the right data

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS In our experience, most companies have incorrectly set up their analytics software

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Incorrect Data Equals Bad Decisions

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Making the most of the analytics toolkit

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

HABIT NO. 3

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS The user comes first

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Most business talk a good game about being customer centric

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS However in reality its common for different business units to bombard consumers with too much information

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Also many large businesses have old systems that dictate how they communicate and interact with their customer

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS 36% of top brand sites in the UK are not mobile optimised Source: IAB April 2014

HABIT NO.4

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Move quicker

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS ...Talking about revolution

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Digital disruption

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

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS The Digital Native

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Act like a start up

HABIT NO. 5

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Video: Long live the content king

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

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS 64 % Of marketers expect video to dominate their strategies in the near future Source: Nielson

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Powerful at creating emotional connections

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

HABIT NO. 6

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Joined up marketing

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Big company silos

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Big company politics

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Creating a brand vision that every-body buys into

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Insist all your agencies play nice

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Develop integrated dashboards and teams

HABIT NO. 7

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Create a testing & experimental culture

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Focus on continues marginal improvement Dave Brailsford

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)

SUMMARY

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Be strategic

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Get the data right

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS The user comes first

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Move quicker

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Video: Long live the content king

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Joined up marketing

SEVEN HABITS OF HIGHLY EFFECTIVE
DIGITAL MARKETERS Create a testing & experimental culture

IMPACT. MADE SIMPLE. THANK YOU
Sean Singleton Managing Director Digital Annexe

FIRST PRESENTED AT DAU2014 EVENT
THE NEXT 5 YEARS IN DIGITAL DA UNIVERSITY 2014 h"p://digitalannexe.com/university