Campaign launch techniques - Dave Chaffey - smart insights
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Campaign launch techniques - Dave Chaffey - smart insights

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Practical tips to help launch digital marketing campaigns

Practical tips to help launch digital marketing campaigns

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Campaign launch techniques - Dave Chaffey - smart insights Campaign launch techniques - Dave Chaffey - smart insights Presentation Transcript

  • #mmcwebinar
    Webinar7 Practical Insights for Anyone involved in Launching Digital Marketing Campaigns
    Hosted & Intro. by Imran Farooq
    MD of MMC Learning
    Main Presentation by Dr Dave ChaffeyCEO of Smart Insights
  • Agenda
    Introduction by Imran Farooq (5min)
    What is happening in Digital?
    Main Presentation by Dr Dave Chaffey (30min)
    7 Practical Insights for Anyone Launching a Digital Marketing Campaign
    Short Q&A Session (10min)
    Submit your questions
    SMTP Launch (10min)
    Social Media Training Pack Launch Exclusive
  • About Me & MMC Learning
    MD of MMC Learning (Joint Venture with MMU Business School)
    Digital Marketing Qualifications, Management Qualifications, Digital Campaigns, specialist Video and e-learning producer
    Senior Examiner for Digital Marketing Essentials, Chartered Institute of Marketing
    Expert Digital Marketing Commentator on Smart Insights.com
    CAM Foundation Advisory Board
    Connect as a Friend on Linkedin
    http://uk.linkedin.com/in/imranfarooq
    Follow on Twitter
    @imranfarooq
    View slide
  • What is happening in Digital?
    View slide
  • Customer is No Longer King
    Customer is King Kong
  • PPC
    Email
    Viral
    Web Analytics
    User Experience
    Mobile
    SEO
    Social Media
    Affiliates
    Usability
    Search
    Which Digital Tools are You Using?
  • Digital Marketing – Social Media
  • Photo
    Sharing
    Blogging
    Video
    Sharing
    Micro
    Blogging
    Social Media
    Podcasts
    RSS
    Forums
    Widgets
    Chat
    Social Networks
  • Digital Marketing – Social MediaSocial Media Map
  • Digital Marketing – Smart Insights Model
  • 7 Practical Insights
    for Anyone involved in Launching
    Digital Marketing Campaigns
    Main Presentation by
    Dr Dave Chaffey
    Author & CEO of Smart Insights
  • About Dave Chaffey
    Books
    Best practice guides
    Digital marketing
    advice
    & consulting
    www.smartinsights.com
    Search &
    conversion
    consulting
    www.clickthrough-marketing.com
  • I want to give you practical…
    Actions
    Tools
    Analysis techniques
    Please ask questions
    More details…
    http://bit.ly/smartstrategy
    My Seven Insights
    1. Goals and Analytics
    2. Customer insights
    3. Core messages
    4. Targeting
    5. Creative
    6. Communications strategy
    7. Optimisation
    13
    About Dave Chaffey
  • Insight 1: Goals and Analytics
  • Q. How do we know when our campaigns are generating value?Use these!
    The 3 key value measures in Google Analytics:
    1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.
    2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.
    3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.
    http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205
    http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/
  • Tip: Use advanced segments
    1. Segmentation by Referrer / Traffic source:
    • Paid
    • Natural
    • Paid and natural brand and non-brand
    • By number of keywords – 2,3,4
    • Social media
     
    2. Segmentation by Visitor Type
    • New visitor
    • Returning visitor
    • Registered visitor
    • Customer
     
    3. Segmentation by Engagement
    • 5 pages,
    • <3 pages
     
    4. Segmentation by Content Viewed 
    • Key landing page
    • Product page
    • Checkout complete
    • Folders for large organisation
     
    5. Segmentation by Landing Page Type
     
    6. Segmentation by Event:
    Conversion goal types and E-commerce 
    7. Segmentation by Platform(less important)
    • Browser
    • Screen resolution
    • Mobile platforms
    8. Segmentation by Location Geography
    Main markets
    • UK
    • US
    • FIGS
    • ROW
    http://bit.ly/smartsegments
  • ‘How to’ example of a custom segment
    Notes:
    1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names
    2. No metrics are required.
    3. Test the segment first, but you will need to enter a name for the segment to do this.
    4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.
    5. Note that segments are specific to a profile initially – you may want to share them.
  • Example: KPIs in place
  • Insight 2: Customer insights =
    Characteristics
    Behaviour
    Needs
    Wants
    Opinions
  • Search insights
    Creating a gap analysis of customer search behaviour
    Tip: Use “Google Keyword tool” to identify categories/volume of searches:
    on “Exact match”
    See Dan Barker’s article http://bit.ly/smartgap
  • Understanding customer intent and preferences
    21
    Practical Tip.
    Control through gap analysis – see PM
    Make sure your copywriters check Ubersuggest:http://suggest.thinkpragmatic.net
  • Mobile marketing has arrived!
    Source: Craig Sullivan: http://www.slideshare.net/sullivac/
  • Gaining site and business innovation ideas through Uservoice
    http://bit.ly/smartfeedback
  • Insight 3: Core messages:
    Developing a messaging hierarchy
  • Campaign messaging hierarchy
    Campaign engagement and response messages: AIDA
    Primary offer – product, service or lead generation?
    Secondary offer?
    Core brand proposition = Marketing Mix:
    Who you are?
    What you do?
    Where you do it?
    What makes you different?
    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 develop OVPs
    Communicate message forcefully: online and offline
  • Integratedcampaign example
  • How strong is your brand personality?
    Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.
    Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.
    Source:
  • Key brand messages definedthroughout the customer journey
  • Insight 4: Positioning and Targeting
  • PositioningDifferentiate to the target segmentsneeds
    Different segments are motivated by different drivers
    DRIVERS
    Features that are important to customers and highly differentiated from the competition
    ‘HYGIENES’
    Features that are important to customers but are provided by all competitors at a similar level
    High
    Relevance
    Low
    FOOLS GOLD
    Features that are distinctive but do not drive customers’ loyalty to brand
    NEUTRALS
    Features that are irrelevant to customers
    Low High
    Differentiation
    Source: Adapted from: Aufreiter, Elzinga, and. Gordon,2003
  • Online customer targeting options
    http://bit.ly/smarttargeting
  • Professional persona example
    Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/web-design-personas/
  • Insight 5: Comms strategy
  • Key E-campaign ingredient 1?
  • Buzz = Engaging + Participative
    Example engagement devices:
    Search boxes
    Questions
    Quizzes
    Polls
    Calculators
    Interactive Q&A
    Call-backs
    Viral games
  • Key E-campaign ingredient 2?
  • www.tourismirelandtaxichallenge.com
    Tip. Give your campaign momentum, inertia using a sub-brand
  • Key E-campaign ingredient 3?
  • Remailing to opening-non converters
    Response increases by 25% for campaign
    First Campaign,
    Open rate, 8 to 10%
    CCR = 0.2%
    Second Campaign,
    Open rate, 50 to 75%
    CCR = 0.2%
    Tip. Repeat E-mailings where possible
    Source: E-consultancy Masterclass 2005 - BCA
    39
  • Multi-message example Email campaign 2
    Remailing with urgency
    Response increases by 40% for campaign
    Second Campaign,
    CCR = 0.2%
    First Campaign,
    CCR = 0.2%
    Source: E-consultancy Masterclass 2005 - BCA
    Tip. Use time-limited offers
  • Teaser e-mail. No online response
    Direct Mail
    Pre-mail, with online response
    Direct Mail
    Multi-message example - Email campaign 3
    Response increases, 100% for direct mail piece.
    Combined response from e-mail and direct mail is 125% better than no e-mail.
    Source: E-consultancy Masterclass 2005 - BCA
  • Key E-campaign ingredient 4?
  • Reach out to prospects and customers through your web or network
  • Creating a campaign hub
    Be relevant. Understand the content that will appeal to different audiences.
    Create an editorial calendar. Your social media marketing will be more effective §if you produce content on a regular, consistent schedule.
    Offer distribution choices, but keep a focus. Offer choice to alert subscribers to content using different types of channels since they will have different preferences.
    Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences.
    Make communications two-way. Don’t just treat the channels as an alert or update service. Engage!
    5 rules of SMO – Rohit Bhargava
    http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/
  • Insight 6 : Creative
  • Q. How clear is your offer?
    Need focused offer (s) – depending on objectives:
    Awareness
    List-building
    Lead generation
    Sales
    Number of offers per ad or e-mail campaign?
    Primary offer / message
    Secondary offer / message ?
    Number of calls-to-action ?
    Vary offer through campaign
    Remember “institutional messages”
    Unique web offers?
    46
  • Testing option B. AB pre-test for major campaign
    Test version B
    Send Volume: 10,000
    Sample criteria: Random
    Click through rate: 4.5%
    Test version A
    Send Volume: 10,000
    Sample criteria: Random
    Click through rate: 6.1%
    Main Broadcast
    Send Volume: 180,000
    Click through rate: 5.8%
    47
    Source:
  • B2B example:The evolution of Salesforce landing pages
    http://www.smartinsights.com/blog/web-design/perfect-landing-page
  • Insight 7 : Campaign optimisation
  • How effective is your scent?
    50
    Example SCENT TRAILS
    NEW CUSTOMER?
    <CUSTOMER-CENTRIC SERVICE NAMES>
    WHERE / HOW TO BUY?
    WHY CHOOSE US?
  • Which Test Won?
    http://www.smartinsights.com/blog/conversion-optimisation/questions-answered-increased-site-conversions/
  • http://whatusersdo.com/pv.php?mode=sample
  • 53
  • SMO: I like this!
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  • Social Media Webinar Training Pack – Exclusive Offer
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  • Social Media Webinar Training Pack – Exclusive Offer
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    How much
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  • Thank You for Attending
    See You on the Next Webinar
  • Let’s Connect! Questions & discussion welcome
    Blog
    www.smartinsights.com
    Feeds
    www.feedburner.com/smartinsights
    Email Newsletter
    www.smartinsights.com
    uk.linkedin.com/in/davechaffey
    www.facebook.com/davechaffey
    www.twitter.com/DaveChaffey