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Best practices in digital marketing 2012 - dave chaffey smart insights

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A talk for Leeds Metropolitan Business School. 1st November 2012

A talk for Leeds Metropolitan Business School. 1st November 2012


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  • A toolkit
  • Identify qualifiers+ risks+ costs+ treatment
  • OVP = Online Value Proposition
  • Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  • Transcript

    • 1. Best Practices inDigital marketingFor Leeds Metropolitan UniversityNovember 1st 2012Dr Dave ChaffeyCEO: SmartInsights.comDownload presentation:SmartInsights.com/leedsmet/ 1
    • 2. About Dave Chaffey Books  Online advice and consulting www.smartinsights.com  Qualifications and training www.theidm.com  Insights Director www.clickthrough-marketing.com 2
    • 3. Why are best practices needed? Consumer engagement is tough Fierce competition across each of PRACE To avoid this…. 3
    • 4. Ling’s Cars Ling’s Cars 4
    • 5. This month (Feb 2012) so far, I have sold 18 Merc C- Class (to chose a significant car). That is a £30k car.Payments will typically be more than £12,000 of paymentcommitment over 3-years. Try converting and getting anorder for £12,000 from a website! Therefore I have to try harder than most websites... Yes, many people will take one look, or make one visit and leave, never to come back. Many people complain about retina burn etc. But, so what? I *HAVE* to polarise visitors, and get them to chooseto stay or go. Its no good being average, no one would commit to £12k of payments over 3 years if I was average. So the argument that I get drop-off is very valid. Source: Ling’s cars and the art of persuading visitors to buy 5
    • 6. What is “best practice” for digital marketing? A process? A technique? A mindset?Need? Framework Capability review The right resources 6
    • 7. Q. Have we benchmarked ourdigital marketing capabilities? http://bit.ly/smarthealthcheck 7
    • 8. Where does “best practice” originate? Opinion  Beware the gurus! Experience  Relevant case studies Testing  Using analytics Research  What sample size/frame, sector? 8
    • 9.  PLAN:  Insight  Journey analysis  Targeting  OVP 9
    • 10. 10
    • 11. What happens if there is no digital plan? 11
    • 12. Harnessing insight http://bit.ly/smartbenchmarking 12
    • 13. Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs <Need> + <Qualifiers> Google Agency Toolkit 13
    • 14. Use on/offline personas 14
    • 15. 15
    • 16. Customer journey analysis Transaction Interaction Reach layer layer layer Example: Sneakerpedia 16Source Nate Elliot, Analyst at Forrester Research
    • 17. Use Google Analytics MCF to understand true value Measuring assists in Google Analytics Google’s new social reports 17 1 7
    • 18. Understandingmultichannel journeys Smart Insights: ROPO summary of Google case 18
    • 19. Consistent OVP through customer journeys 19
    • 20.  REACH  Mix  SEO  Viral 20
    • 21. 21
    • 22. A balanced traffic mix? Source: Google 2010 22
    • 23. Is ethical SEO “best practice”? Dark Inky Black Hat SEO: So evil he’s a typosquatter installing spyware. Plain illegal, too. Charcoal Hat SEO: Optimizes really unrelated pages for all kinds of queries, but within the bounds of legality. Dark Gray Hat SEO: This SEO is e.g. a splogger stealing content from other sites. (What, that’s better than charcoal?) Slate Gray Hat SEO: An SEO creating link farms and such. Gray Hat SEO: An SEO who actually reads the search engine’s webmaster guidelines, but then tries as much “evil” as she can get away with. Light Gray Hat SEO: This SEO creates original content (lots of it), but the content is still only aimed at search engines. Off-White Hat SEO: This guy not only ensures the site is indexable – he’ll also make sure to get lots of backlinks from friends. White Hat SEO: This person puts up the content that people are actually searching for, and prepares the site to make it very accessible. White Hat SEOs only optimize those of their pages they deem worthy to be ranking top in search engines. Luminescent Pearly White Hat SEO: Not only does this SEO do everything the White Hat SEO does, the LPW Hat SEO also makes sure pages will not show up for irrelevant queries. 23
    • 24. A case in point… 24
    • 25. Google+ matters (to SEO) 25
    • 26.  ACT  Content marketing  UX 26
    • 27. 27
    • 28. TEFL Taster example 28Smart Insights Explainer example
    • 29. Example of an integrated 29social media campaign
    • 30. 30
    • 31. Source: Jakob Nielsen useit.com 31
    • 32. Persistent UX myth 1: 3 click rule Source: UIE 32
    • 33. Persistent UX myth 2:Make the home page scrollable Source: CX Partners 33
    • 34. Source: CX Partners 34
    • 35. Persistent UX myth 3: The home page is most important to get right / optimiseIn 2003, 39 percent of the page views for a large research website were for the homepage. By 2009, it was down to 19 percent. In one month in 2008, of the 70,000 page views a technology site received, 22,000 were for the homepage. For the same month in 2010, of the 120,000 page views the site received, only 2,500 were for the homepage.Another technology website had roughly 10 percent of page viewsfor the homepage in 2008, and by 2010 it was down to 5 percent.One of the largest websites in the world had 25 percent of visitorscome to the homepage in 2005, but in 2010 only has 10 percent. Gerry McGovern: The Decline of the homepage 35
    • 36. Effective home page examples 36
    • 37.  CONVERT  CRO 37
    • 38. Mobile and social are sexy, and important for the future. But today98% of your revenue comes from Email, Affiliate, Display, Search. At least 50% of your attention / love / obsession should be to continuously get good at 98% of your revenue. Youll likely survive longer. : ) Will you get the balance right? Investment in CRO? 38
    • 39. 39
    • 40. 40
    • 41. How we encourage conversion... 50% Student Discount Available 41
    • 42.  ENGAGE  Customer comms  Social media  Mobile marketing 42
    • 43. 43
    • 44. Parasuraman,A.;Berry,Leonard L.;Zeithaml,Valarie A.,“A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 1985, 49, 4, 41-50. 44
    • 45. Ask “Why” as well as “what” - use feedback tools Key Point iPerceptions http://www.4qsurvey.com “Bad web site. Difficult to find item as no search box provided for short cut” “I cant find any prices on your website” “Would like to see where I can buy products from” .Satisfaction : Intent toolshttp://bit.ly/smartfeedback 45
    • 46. www.whatusersdo.com 46
    • 47. Gaining site and business innovation ideas through Uservoice Tools: http://bit.ly/smartfeedback 47
    • 48. Source: Dan Zarrella 48
    • 49. Your email marketing capability?Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission 49
    • 50. Test version A Test version BSend Volume: 10,000 Send Volume: 10,000 Main BroadcastSample criteria: Random Sample criteria: Random Send Volume: 180,000Click through rate: 6.1% Click through rate: 4.5% Click through rate: 5.8% Source: 50
    • 51. Templates that work in the inbox – beware image blocking 51
    • 52. The ? growth of mobile 52
    • 53. Source: Craig Sullivan (Belron/Autoglass)53
    • 54. Mobile best practice? Source: Mobile marketing 2015 54
    • 55. Conclusions? You can run an online business by best practice alone, but… to make the most of opportunities you need… A digital marketing strategy To analyse and test, test, test what works in your sector Be relentless! 55
    • 56. Let’s Connect! Questions & discussion welcome SmartInsights.com/leedsmet/  Bloguk.linkedin.com/in/davechaffey www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsiwww.facebook.com/davechaffey ghts  Email Newsletter www.smartinsights.comwww.twitter.com/DaveChaffey 56