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11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
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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.

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

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  • Very good presentation, thanks so much!
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  • Mix? Client-side vs agency side?
  • Transcript

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

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