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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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  • Move after slide 37. My Practical actions – add box.
  • Transcript

    • 1. #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
    • 2. 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
    • 3. 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
    • 4. What is happening in Digital?
    • 5. Customer is No Longer King
      Customer is King Kong
    • 6. PPC
      Email
      Viral
      Web Analytics
      User Experience
      Mobile
      SEO
      Social Media
      Affiliates
      Usability
      Search
      Which Digital Tools are You Using?
    • 7. Digital Marketing – Social Media
    • 8. Photo
      Sharing
      Blogging
      Video
      Sharing
      Micro
      Blogging
      Social Media
      Podcasts
      RSS
      Forums
      Widgets
      Chat
      Social Networks
    • 9. Digital Marketing – Social MediaSocial Media Map
    • 10. Digital Marketing – Smart Insights Model
    • 11. 7 Practical Insights
      for Anyone involved in Launching
      Digital Marketing Campaigns
      Main Presentation by
      Dr Dave Chaffey
      Author & CEO of Smart Insights
    • 12. About Dave Chaffey
      Books
      Best practice guides
      Digital marketing
      advice
      & consulting
      www.smartinsights.com
      Search &
      conversion
      consulting
      www.clickthrough-marketing.com
    • 13. 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
    • 14. Insight 1: Goals and Analytics
    • 15. 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/
    • 16. Tip: Use advanced segments
      1. Segmentation by Referrer / Traffic source:
      • Paid
      • 17. Natural
      • 18. Paid and natural brand and non-brand
      • 19. By number of keywords – 2,3,4
      • 20. Social media
       
      2. Segmentation by Visitor Type
       
      3. Segmentation by Engagement
       
      4. Segmentation by Content Viewed 
      • Key landing page
      • 25. Product page
      • 26. Checkout complete
      • 27. 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
      • 28. Screen resolution
      • 29. Mobile platforms
      8. Segmentation by Location Geography
      Main markets
      http://bit.ly/smartsegments
    • 33. ‘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.
    • 34. Example: KPIs in place
    • 35. Insight 2: Customer insights =
      Characteristics
      Behaviour
      Needs
      Wants
      Opinions
    • 36. 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
    • 37. Understanding customer intent and preferences
      21
      Practical Tip.
      Control through gap analysis – see PM
      Make sure your copywriters check Ubersuggest:http://suggest.thinkpragmatic.net
    • 38. Mobile marketing has arrived!
      Source: Craig Sullivan: http://www.slideshare.net/sullivac/
    • 39. Gaining site and business innovation ideas through Uservoice
      http://bit.ly/smartfeedback
    • 40. Insight 3: Core messages:
      Developing a messaging hierarchy
    • 41. 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
    • 42. Integratedcampaign example
    • 43. 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:
    • 44. Key brand messages definedthroughout the customer journey
    • 45. Insight 4: Positioning and Targeting
    • 46. 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
    • 47. Online customer targeting options
      http://bit.ly/smarttargeting
    • 48. Professional persona example
      Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/web-design-personas/
    • 49. Insight 5: Comms strategy
    • 50. Key E-campaign ingredient 1?
    • 51. Buzz = Engaging + Participative
      Example engagement devices:
      Search boxes
      Questions
      Quizzes
      Polls
      Calculators
      Interactive Q&A
      Call-backs
      Viral games
    • 52. Key E-campaign ingredient 2?
    • 53. www.tourismirelandtaxichallenge.com
      Tip. Give your campaign momentum, inertia using a sub-brand
    • 54. Key E-campaign ingredient 3?
    • 55. 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
    • 56. 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
    • 57. 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
    • 58. Key E-campaign ingredient 4?
    • 59. Reach out to prospects and customers through your web or network
    • 60. 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/
    • 61. Insight 6 : Creative
    • 62. 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
    • 63. 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:
    • 64. B2B example:The evolution of Salesforce landing pages
      http://www.smartinsights.com/blog/web-design/perfect-landing-page
    • 65. Insight 7 : Campaign optimisation
    • 66. How effective is your scent?
      50
      Example SCENT TRAILS
      NEW CUSTOMER?
      <CUSTOMER-CENTRIC SERVICE NAMES>
      WHERE / HOW TO BUY?
      WHY CHOOSE US?
    • 67. Which Test Won?
      http://www.smartinsights.com/blog/conversion-optimisation/questions-answered-increased-site-conversions/
    • 68. http://whatusersdo.com/pv.php?mode=sample
    • 69. 53
    • 70. SMO: I like this!
    • 71. New Product Launch
      The Social Media Training PackWebinars
    • 72. Social Media Webinar Training Pack – Exclusive Offer
      Twitter Webinars x 3
      Blogging with WordPress Webinars x 4
      Linkedin Webinars x 3
      Facebook Webinars x 3
      YouTube & Video Webinars x 4
    • 73. Social Media Webinar Training Pack – Exclusive Offer
      Webinars will cover;
      How to and quick run through the basics
      Strategy and planning
      Practical steps to leverage the social media platform
      3rd Party tools to help make your life easier
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      Building your own personal brand online
      Channels for your own products and services
    • 74. Social Media Webinar Training Pack – Exclusive Offer
      Twitter Webinars x 3
      Blogging with WordPress Webinars x 4
      Linkedin Webinars x 3
      Facebook Webinars x 3
      YouTube & Video Webinars x 4
      = 17 Webinars!
    • 75. Social Media Webinar Training Pack – Exclusive Offer
      Twitter Webinars x 3
      Blogging Webinars x 4
      How much
      is all this
      going to cost?
      £1700?
      Linkedin Webinars x 3
      Facebook Webinars x 3
      YouTube Webinars x 4
      = 17 Webinars!
    • 76. Social Media Webinar Training Pack – Exclusive Offer
      Twitter Webinars x 3
      All this forLimited Time Offer
      £97!
      Blogging Webinars x 4
      Linkedin Webinars x 3
      Facebook Webinars x 3
      = 17 Webinars!
      YouTube Webinars x 4
      www.connectwisdom.com/smtp
    • 77. Thank You for Attending
      See You on the Next Webinar
    • 78. 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

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