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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
7 rockstar tips for growth marketing
Ed Davidson
Marketing Consultant
Digital Marketing Priorities 2020 brought to you by
Hosted by Dr. Dave Chaffey, Co-founder of Smart Insights

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Before we start… housekeeping
Digital Marketing Priorities 2020 brought to you by#DigitalPerformance
• Slides will be available via Smart Insights Slideshare, or you can download them
from the BrightTalk page.
• Do ask questions at any point via the chat function - we’ll respond either at the
end of the show or afterwards via email.

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Agenda - Rock stars

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Frameworks that Rock

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The Audience
• Jobs to be done
• Personas
• Customer buying journey
• Feedback loops
20th Century Fox

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Customer Persona guide
• Characteristics
• Motivations and behaviours
• Customer journey and content mapping

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Customer lifecycle touchpoint review
20th Century Fox

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Music Producer/Manager
• Goals - North Stars vs. KPIs vs. OKRs
• 5s - Sell, Speak, Serve, Save, Sizzle
• Dashboards
• Band buy-in

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Planning

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Goal setting and measurement

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Singer
• Value proposition
• Message market fit
• Brand archetypes
• Conversational marketing

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Guitarist
• Paid, Owned, Earned
• TOFU, MOFU and BOFU
• Inbound vs. Outbound
• Bullseye framework

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Channel-based conversion-based forecast

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The six pillars of effective digital marketing
Planning and
Governance
Goals and
measurement
Media Content Experience Conversational
messaging
• Strategic initiatives
• Marketing integration
• Digital transformation
• Business and revenue
models
• Budgets and ROI
• Systems, structures
and processes
• Resources and skills
• Marketing technology
• Forecasts
• Digital KPIs
• Digital dashboards
• Customer profiles
• Attribution
• Paid media
• Owned media
• Earned media
Content marketing
strategy
• Top-of-funnel
(TOFU)
• Middle-of-funnel
(MOFU)
• Bottom-of-funnel
(BOFU)
• Website customer
journeys
• Landing pages
• Multichannel path to
purchase
• Conversion Rate
Optimization
• Personalization
• Email marketing
• Mobile messaging
• Human-assisted chat
• Automation and CRM

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Keyboards/Synth
• Continuous development & CRO
• Micro conversions
• LIFT Model
• ICE Scoring

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An Agile approach to improve experiences

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Bassist
• Retention and referral
• Customer Success
• Customer Marketing
• Marketing + Product

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Bassist
Content and social update type Goal of update type Formats, contributors and formats? Specific audience focus or application? Paid boost to support subscriber growth?
Explainer or 101 Educate Video, podcast All -
Standards Support quality Tool or download OEMs Yes
Benchmark Compare capabilities Checklist or tool All Yes
Trends and Innovation Educate about future opportunities for
applications
In-house expert or multiple contributor
‘Round-up’ curated from other sources
Podcast
Product and market sector Yes
Industry statistics * To support trends pieces Curated content All
‘How to’ or best practices Offer to teach to improve results or reduce
risk
Video/ Podcast Checklist / downloadFAQ. All. Include end-consumers also?
Opinion piece Thought leadership Curated content
Event summary Share industry knowledge Curated content
Skills / career development Show support for individuals Interviews Day in life Can be with customers, partners and
employees
New service launch Awareness and adoption Yes
Case study / customer stories Include end-customers also
Subscription driver Encourage social channel following or
email subscription
Benefits list. Member list. Specific download Yes
Co-marketing with different
partner types
Share audience for growth Includes trade publications, but also others
if channel conflicts can be avoided

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Define email nurture strategy

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Drummer
• Growth stack
• Automation
• Integration
• Simplification

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A defined martech stack

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Takeaways
• The Fans
• How to play Wembley
• Stand for something
• Pick the right axes
• Dare to suck
• Mind the customer
• Build from the rhythm section
Thank you and Good night!

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Questions