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11 Digital MarketingStrategy issues for 2011<br />Dr Dave Chaffey, CEO, Smart Insights<br />Presented to Fusion Marketing ...
Not!<br />
11 #digitalmarketingstrategy issues<br />
About Dave Chaffey<br />Books<br />Qualifications: <br />Cert DigM and Dip DigM<br />Best practice guides<br />Analytics <...
Do you have a digital marketing strategy?<br />http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for...
Which is more effective?Trend following or vision following?<br />http://www.smartinsights.com/blog/digital-marketing-stra...
Two tales of the path to digital excellence<br />http://www.smartinsights.com/analytics-conversion-optimisation-alerts/del...
The journey to digitalmarketing <br />http://video.forbes.com/fvn/cmo/how-cisco-does-social-media<br />http://blogs.cisco....
Strategy Opportunity 1<br />Content / engagement strategy<br />http://www.smartinsights.com/blog/digital-marketing-strateg...
http://www.ruderfinn.com/rfrelate/intent/intent-index.html<br />
http://socialmediatoday.com/will-davis/278891/why-companies-say-they-want-social-media-really-want-content-marketing#comme...
Developing your OVP<br />Key<br />Point<br />Core brand proposition = Marketing Mix:<br />1 Who you are?<br />2 What you d...
Is you content EXCEPTIONAL?<br />
www.i-to-i.com Video OVP<br />See tips: http://mashable.com/2010/12/12/marketing-web-video/<br />
Crowdsource!<br />Gaining site and business innovation ideas through Uservoice<br />
68% CTR<br />229 downloads<br />Content strategy example<br />See http://www.smartinsights.com/blog/conversion-optimisatio...
Making it happen<br />http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/<br />
Do you need a content strategist?<br />“Drive the development and organization of content that is useful, compelling and m...
ModellingEffectiveness‘Doing the Right Thing’Research and Analysis<br />Optimisation<br />Efficiency‘Doing the Thing Right...
Q. How automated is your optimization? <br />20<br />
http://www.google.com/analytics/apps/results?category=Reporting%20Tools  Recommended: Shuffle Point, GA Data Grabber<br />
Planned conversion optimisation<br />Source:<br />
How effective is your scent?<br />Example SCENT TRAILS<br />NEW CUSTOMER?<br /><CUSTOMER-CENTRIC SERVICE NAMES><br />WHERE...
Autoglass MVT case study - control<br />
TV Comparison<br />TV - Off<br />TV - On<br />+2.4%<br />+6.4%<br />-1.3%<br />+14.8%<br />
Service message testing<br />+5.3%<br />
What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www....
http://whatusersdo.com/pv.php?mode=sample<br />
Strategy opportunity 3 <br />Right Touching = Engagement optimisation<br />
Your email marketing capability?<br />Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permiss...
Example of dynamic content insertion<br />Tip. Change order of offers<br />or featuresaccording to segmentto increase rele...
Q. Do you have an event triggered<br />E-communications strategy?<br />33<br />
BT - It’s all about past actions… “Recognition of activity”<br />Purchase <br />Dispatched +7d<br />Recognition ofprevious...
Strategy opportunity 4<br /> Social media marketing<br />
Driving traffic?  That’s the old way<br />Source:  Updated from an idea by the great David Hughes<br />
The beating heart pushing content out...and encouraging interaction<br />Newsletter<br />Alerts<br />Updates<br />Your<br ...
See how: http://www.mindjumpers.com/blog/2010/10/hm%E2%80%99s-use-ofl-media/<br />
Opportunity 5:<br />Display resurgence<br />http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money...
Retargeting/remarketing example<br />
Opportunity 6:<br /> There’s an app for that!<br />http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-...
http://www.youtube.com/watch?v=v2vpvEDS00o<br />
Opportunity 7 (Threat)<br />Googlization<br />
Opportunity 8:<br />Social CRM<br />http://www.smartinsights.com/blog/digital-marketing-strategy/social-crm-strategy/<br />
Tip: Recruit to Twitter via Email<br />Recruiting to Twitter<br />via a prize draw <br />promoted in Twitter<br />
…And exclusive Facebook Benefits<br />
Opportunity 9:<br />Multi-touch attribution<br />http://bitly.com/betterattribution<br />
Multichannel attribution – who getsthe credit for sale?<br />Landing<br />Event<br />Campaign<br />Detail<br />Date<br />O...
Opportunity 10 (Threat):<br /> Privacy Wars<br />
Opportunity 11:<br />Digital marketing = marketing?<br />http://www.smartinsights.com/blog/digital-marketing-strategy/10-r...
http://www.smartinsights.com/digital-marketing-strategy-alerts/marketing-models/<br />
Let’s Connect! Questions & discussion welcome<br />uk.linkedin.com/in/davechaffey<br />www.facebook.com/davechaffey<br />w...
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11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights

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A keynote on 11 digital marketing strategies to consider in 2011.

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  • Transcript of "11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights"

    1. 1. 11 Digital MarketingStrategy issues for 2011<br />Dr Dave Chaffey, CEO, Smart Insights<br />Presented to Fusion Marketing Experience: <br />Brussels, 23rd March 2011<br />Download presentation from: SmartInsights.com/presentations<br />
    2. 2. Not!<br />
    3. 3. 11 #digitalmarketingstrategy issues<br />
    4. 4. About Dave Chaffey<br />Books<br />Qualifications: <br />Cert DigM and Dip DigM<br />Best practice guides<br />Analytics <br />advice, software <br />& consulting <br />www.smartinsights.com/<br />Search &<br />conversion<br />consulting<br />www.clickthrough-marketing.com<br />
    5. 5. Do you have a digital marketing strategy?<br />http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy<br />
    6. 6. Which is more effective?Trend following or vision following?<br />http://www.smartinsights.com/blog/digital-marketing-strategy/vision-mission-statements-for-ecommerce-and-digital-marketing/<br />
    7. 7. Two tales of the path to digital excellence<br />http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/<br />
    8. 8. The journey to digitalmarketing <br />http://video.forbes.com/fvn/cmo/how-cisco-does-social-media<br />http://blogs.cisco.com/news/timeline-of-social-media-at-cisco/<br />
    9. 9. Strategy Opportunity 1<br />Content / engagement strategy<br />http://www.smartinsights.com/blog/digital-marketing-strategy/why-dont-many-companies-blog/<br />http://www.asdamagazine.com/<br />
    10. 10. http://www.ruderfinn.com/rfrelate/intent/intent-index.html<br />
    11. 11. http://socialmediatoday.com/will-davis/278891/why-companies-say-they-want-social-media-really-want-content-marketing#comment-31665<br />
    12. 12. Developing your OVP<br />Key<br />Point<br />Core brand proposition = Marketing Mix:<br />1 Who you are?<br />2 What you do?<br />3 Where you do it?<br />4 What makes you different?<br />5 How can our digital presence help you decide? The OVP…<br />OVP - Online Value Proposition <br />What can your provide to help/inform/entertain me online? <br />Reinforces core brand proposition and credibility, but messaging shows…<br />Different OVPs for different markets and audiences<br />Value that a site visitor get from your online brand or campaign that…<br /> They can’t get from you offline?<br /> They can’t get from competitors?<br />Develop content strategy to deliver OVPs<br />Communicate message forcefully: online and offline <br />http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/<br />
    13. 13. Is you content EXCEPTIONAL?<br />
    14. 14. www.i-to-i.com Video OVP<br />See tips: http://mashable.com/2010/12/12/marketing-web-video/<br />
    15. 15. Crowdsource!<br />Gaining site and business innovation ideas through Uservoice<br />
    16. 16. 68% CTR<br />229 downloads<br />Content strategy example<br />See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/<br />
    17. 17. Making it happen<br />http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/<br />
    18. 18. Do you need a content strategist?<br />“Drive the development and organization of content that is useful, compelling and meaningful – directly on logitech.com and indirectly through distributed content”<br />http://jobs.mashable.com/a/jbb/job-details/379895<br />
    19. 19. ModellingEffectiveness‘Doing the Right Thing’Research and Analysis<br />Optimisation<br />Efficiency‘Doing the Thing Right’Continuous improvement<br />Automation<br />Efficiency‘Doing the Thing Right’Automated tools<br />Strategy opportunity 2 :<br />Digital marketing optimisation<br />
    20. 20. Q. How automated is your optimization? <br />20<br />
    21. 21. http://www.google.com/analytics/apps/results?category=Reporting%20Tools Recommended: Shuffle Point, GA Data Grabber<br />
    22. 22. Planned conversion optimisation<br />Source:<br />
    23. 23.
    24. 24. How effective is your scent?<br />Example SCENT TRAILS<br />NEW CUSTOMER?<br /><CUSTOMER-CENTRIC SERVICE NAMES><br />WHERE / HOW TO BUY?<br />WHY CHOOSE US?<br />
    25. 25. Autoglass MVT case study - control<br />
    26. 26. TV Comparison<br />TV - Off<br />TV - On<br />+2.4%<br />+6.4%<br />-1.3%<br />+14.8%<br />
    27. 27. Service message testing<br />+5.3%<br />
    28. 28. What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www.4qsurvey.com/<br />“Bad web site. Difficult to find item as no search box provided for short cut” <br />“I can't find any prices on your website” <br />“Would like to see where I can buy products from” .<br />
    29. 29. http://whatusersdo.com/pv.php?mode=sample<br />
    30. 30. Strategy opportunity 3 <br />Right Touching = Engagement optimisation<br />
    31. 31. Your email marketing capability?<br />Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission<br />31<br />
    32. 32. Example of dynamic content insertion<br />Tip. Change order of offers<br />or featuresaccording to segmentto increase relevance<br />32<br />Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion<br />
    33. 33. Q. Do you have an event triggered<br />E-communications strategy?<br />33<br />
    34. 34. BT - It’s all about past actions… “Recognition of activity”<br />Purchase <br />Dispatched +7d<br />Recognition ofprevious purchase<br />+14d<br />+21d<br />
    35. 35. Strategy opportunity 4<br /> Social media marketing<br />
    36. 36. Driving traffic? That’s the old way<br />Source: Updated from an idea by the great David Hughes<br />
    37. 37. The beating heart pushing content out...and encouraging interaction<br />Newsletter<br />Alerts<br />Updates<br />Your<br />site<br />Competitions<br />Discussion<br />Connection<br />Authors<br />Staff<br />Readers<br />News<br />Alerts<br />Updates<br />Source: Updated from an idea by the great David Hughes<br />
    38. 38.
    39. 39.
    40. 40. See how: http://www.mindjumpers.com/blog/2010/10/hm%E2%80%99s-use-ofl-media/<br />
    41. 41. Opportunity 5:<br />Display resurgence<br />http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go<br />
    42. 42. Retargeting/remarketing example<br />
    43. 43. Opportunity 6:<br /> There’s an app for that!<br />http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps/<br />
    44. 44. http://www.youtube.com/watch?v=v2vpvEDS00o<br />
    45. 45. Opportunity 7 (Threat)<br />Googlization<br />
    46. 46. Opportunity 8:<br />Social CRM<br />http://www.smartinsights.com/blog/digital-marketing-strategy/social-crm-strategy/<br />
    47. 47. Tip: Recruit to Twitter via Email<br />Recruiting to Twitter<br />via a prize draw <br />promoted in Twitter<br />
    48. 48. …And exclusive Facebook Benefits<br />
    49. 49. Opportunity 9:<br />Multi-touch attribution<br />http://bitly.com/betterattribution<br />
    50. 50. Multichannel attribution – who getsthe credit for sale?<br />Landing<br />Event<br />Campaign<br />Detail<br />Date<br />Onsite activity<br />Content<br />Click<br />SEO<br />“Sun Holiday”<br />14/01<br />Confirm<br />Purchase<br />View<br />MSN banner<br />“Winter sun”<br />15/01<br />Click<br />PPC<br />“Hotels in Kos”<br />23/01<br />Click<br />Tradedoubler<br />Partner X<br />24/01<br />View<br />Email<br />“Special Offer”<br />3/02<br />Direct<br />www.thomascook.com<br />4/02<br />Click<br />SEO<br />“Thomas Cook”<br />5/02<br />Source:<br />
    51. 51.
    52. 52. Opportunity 10 (Threat):<br /> Privacy Wars<br />
    53. 53. Opportunity 11:<br />Digital marketing = marketing?<br />http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy<br />
    54. 54. http://www.smartinsights.com/digital-marketing-strategy-alerts/marketing-models/<br />
    55. 55. Let’s Connect! Questions & discussion welcome<br />uk.linkedin.com/in/davechaffey<br />www.facebook.com/davechaffey<br />www.twitter.com/DaveChaffey<br />Blog<br />www.smartinsights.com<br />Feeds<br />www.feedburner.com/smartinsights<br />Email Newsletter<br />www.smartinsights.com<br />
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