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Developing Digital

Skills 2015 Research


Dr Dave Chaffey,
CEO, SmartInsights.com

Download presentation and report:


http://bit.ly/digitalskills2015

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The Ascent of Digital Skills

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Digital in Demand

Sample n=1028 worldwide

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Digital in Demand 2

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“We have to learn new technical skills
and hire a different mix of people.

“There are two different areas of


expertise developing in marketing.
There is the ‘left brain’ of data,
insights, marketing operations and
automation.

Source: TFM Interview 6


“I need to hire really good
analysts to interrogate our data
and make sense to produce
valuable insights.

Then there is the ‘right brain’ of


content and creative…”
Source: TFM Interview 7
“But what we are missing are the
leaders of the future who are capable
to straddling both to see the overall
strategy, how we use digital and social
channels.

We need to train our talent to fuse


the two.”

Source: TFM Interview 8


About Dave
About Dave Chaffey

• Consultant, trainer and author


in digital marketing since 1997

• Editor of SmartInsights.com -
a digital strategy advice site
with Expert (Pro) members in
over 80 countries using our
planning guides, templates
and online courses to improve
results.

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Ecommerce Design Bible 10
Agenda
 Not just a “Statfest”!

 The “Top 20 Skills” plus recommendations


for 5 Skills areas

 How businesses should and do support skills

 Tools to help you improve your digital marketing skills

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SKILLS Area : 1 Digital Strategy
Recommendations:
 1. Understand process planning frameworks:
SOSTAC® and RACE

 2. Become an evangelist for Digital


Transformation = Digital Integration

 3. How to create agile, actionable 90 day plans


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Source: PAC Omnichannel 2015 research
SOSTAC® Planning Skills

PR Smith’s SOSTAC® Planning framework www.prsmith.org 15


See our SOSTAC® planning guide for Expert members
SOSTAC® : What, Why, How, When?
PR Smith’s SOSTAC® Planning framework www.prsmith.org 16
See SOSTAC® planning guide for Expert members
Amanda has gone as far as to ban the word ‘digital’ to
encourage her team to think beyond organisational silos.

 “We need to go back to what marketing is, and the


product is marketing. More people need to remember
that, get off the drug of digital being something separate
and get back to what we do best”.

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SKILLS Area : 2 MOBILE
In-demand Mobile marketing skills
 1. Advertising to audiences on mobile,
e.g. Programmatic, Retargeting, In-app

 2. Analytics and CRO to understand and


improve mobile (and cross-device) conversion

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Mobile vital, but
don’t throw out the ‘desktop’

Is your site design mobile or adaptive? 19


SKILLS Area : 3 CRO and Experience
 1. Understand the
principles and process

 2. Encourage adoption of
structured tests and tools

 3. Get ‘hands-on’ with GA:


https://analyticsacademy.withgoogle.com/explorer

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Customer Journeys report - published 2014 21
UK Ecommerce example of mindset

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Forthcoming Smart Insights research with CommuniGator
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SKILLS Area : 4 Marketing Automation
 Skills typically lacking:
 Designing rules-based email sequences
 Lead scoring
 Email testing
 Testing web-based personalisation options
 Predictive analytics

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SKILLS Area : 5 Analytics & insight
 1. Understand the principles and process for
successful ‘Test and Learn’
 2. Understand dashboard design and VQVC
measures
 3. Be aware of the free and paid tools – which do
you use to ‘stay up-to-date’?

10 free insight tools for the ‘hands-on’ digital marketer

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Creating a simplified RACE dashboard
Reach Unique Bounce Revenue n Searches
Awareness visitors rate per visit % Brand
and visits

Act %
Goal value Page views/
Interaction nLeads Conversion
per visit visit
and leads to lead

Convert %
Sales Average
Sales and
nSales Conversion
value order value
profit to sale

Engage % active % Customer % existing n Brand


Loyalty and customers conversion sales value mentions
advocacy
Volume Quality Value
Segment and attribute for content types and channels 27
Source: Smart Insights: RACE Planning Framework
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Company support

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Finally…Focus on the sales
drivers

Custora Pulse – leading US retailers


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Next Steps? See how your business
rates

http://www.smartinsights.com/howgood 33
Let’s Connect! Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Presentation download : http://bit.ly/digitalskills2015

uk.l

http://www.linkedin.com/in/davechaffeyy
Free, Basic member tools
 Sample planning templates
www.facebook.com/davechaffey  Planning infographics
www.smartinsights.com/membership

www.twitter.com/DaveChaffey Premium, Expert member learning


 7 Step Guides to all digital marketing
 Online courses
https://plus.google.com/+DaveChaffeyUK/  DIY Planning and optimisation templates in
Word, Excel and Powerpoint

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