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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  • Mix? Client-side vs agency side?

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  • 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