Dave Chaffey

Developing Digital
Skills 2015 Research

Dr Dave Chaffey,
CEO, SmartInsights.com
Download presentation and report:

http://bit.ly/digitalskills2015
1
The Ascent of Digital Skills
2
Digital in Demand
Sample n=1028 worldwide
3
Digital in Demand 2
4
5
“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…”
“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.”

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.
9
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
11
12
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

13
14
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”.
17
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
18
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
20
Customer Journeys report - published 2014 21
UK Ecommerce example of mindset
22
Forthcoming Smart Insights research with CommuniGator
23
SKILLS Area : 4 Marketing Automation
 Skills typically lacking:
 Designing rules-based email sequences
 Lead scoring
 Email testing
 Testing web-based personalisation options
 Predictive analytics
24
25
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
26
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
28
Company support
29
30
31
Finally…Focus on the sales
drivers
Custora Pulse – leading US retailers

32
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
34

Dave Chaffey

Uploaded by

Copyright:

Available Formats

Dave Chaffey

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Dave Chaffey

Uploaded by

Copyright:

Available Formats

Developing Digital

Skills 2015 Research

Download presentation and report:

Sample n=1028 worldwide

“There are two different areas of

Source: TFM Interview 6

Then there is the ‘right brain’ of

We need to train our talent to fuse

Source: TFM Interview 8

• Consultant, trainer and author

 The “Top 20 Skills” plus recommendations

 How businesses should and do support skills

 Tools to help you improve your digital marketing skills

 2. Become an evangelist for Digital

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

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

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

 2. Analytics and CRO to understand and

Is your site design mobile or adaptive? 19

 3. Get ‘hands-on’ with GA:

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

Engage % active % Customer % existing n Brand

Custora Pulse – leading US retailers

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

You might also like