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#mmcwebinar,[object Object],Webinar7 Practical Insights for Anyone involved in Launching Digital Marketing Campaigns,[object Object],Hosted & Intro. by Imran Farooq,[object Object],MD of MMC Learning,[object Object],Main Presentation by Dr Dave ChaffeyCEO of Smart Insights,[object Object]
Agenda,[object Object],Introduction by Imran Farooq (5min),[object Object],What is happening in Digital?,[object Object],Main Presentation by Dr Dave Chaffey (30min),[object Object],7 Practical Insights for Anyone Launching a Digital Marketing Campaign,[object Object],Short Q&A Session (10min),[object Object],Submit your questions,[object Object],SMTP Launch (10min),[object Object],Social Media Training Pack Launch Exclusive,[object Object]
About Me & MMC Learning,[object Object],MD of MMC Learning (Joint Venture with MMU Business School),[object Object],Digital Marketing Qualifications,  Management Qualifications, Digital Campaigns, specialist Video and e-learning producer,[object Object],Senior Examiner for Digital Marketing Essentials, Chartered Institute of Marketing,[object Object],Expert Digital Marketing Commentator on Smart Insights.com,[object Object],CAM Foundation Advisory Board,[object Object],Connect as a Friend on Linkedin,[object Object],http://uk.linkedin.com/in/imranfarooq,[object Object],Follow on Twitter,[object Object],@imranfarooq,[object Object]
What is happening in Digital?,[object Object]
Customer is No Longer King,[object Object],Customer is King Kong,[object Object]
PPC,[object Object],Email,[object Object],Viral,[object Object],Web Analytics,[object Object],User Experience,[object Object],Mobile,[object Object],SEO,[object Object],Social Media,[object Object],Affiliates,[object Object],Usability,[object Object],Search,[object Object],Which Digital Tools are You Using?,[object Object]
Digital Marketing – Social Media,[object Object]
Photo ,[object Object], Sharing,[object Object],Blogging,[object Object], Video,[object Object],Sharing,[object Object],Micro,[object Object],Blogging,[object Object],Social Media,[object Object],Podcasts,[object Object],RSS,[object Object],Forums,[object Object], Widgets,[object Object], Chat,[object Object],Social Networks,[object Object]
Digital Marketing – Social MediaSocial Media Map,[object Object]
Digital Marketing – Smart Insights Model,[object Object]
7 Practical Insights ,[object Object],for Anyone involved in Launching ,[object Object],Digital Marketing Campaigns,[object Object],Main Presentation by ,[object Object],Dr Dave Chaffey,[object Object],Author & CEO of Smart Insights,[object Object]
About Dave Chaffey,[object Object],Books,[object Object],Best practice guides,[object Object],Digital marketing,[object Object],advice  ,[object Object],& consulting ,[object Object],www.smartinsights.com,[object Object],Search &,[object Object],conversion,[object Object],consulting,[object Object],www.clickthrough-marketing.com,[object Object]
I want to give you practical…,[object Object],Actions ,[object Object],Tools,[object Object],Analysis techniques,[object Object],Please ask questions ,[object Object],More details…,[object Object],http://bit.ly/smartstrategy,[object Object],My Seven Insights,[object Object],1. Goals and Analytics,[object Object],2. Customer insights,[object Object],3. Core messages ,[object Object],4. Targeting,[object Object],5. Creative,[object Object],6. Communications  strategy,[object Object],7. Optimisation,[object Object],13,[object Object],About Dave Chaffey,[object Object]
Insight 1: Goals and Analytics,[object Object]
Q. How do we know when our campaigns are generating value?Use these!,[object Object],The 3 key value measures in Google Analytics:,[object Object],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.,[object Object],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. ,[object Object],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.,[object Object],http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205,[object Object],http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/,[object Object]
Tip: Use advanced segments,[object Object],1. Segmentation by Referrer / Traffic source:,[object Object],[object Object]
Natural
Paid and natural brand and non-brand
By number of keywords – 2,3,4
Social media ,[object Object],2. Segmentation by Visitor Type,[object Object],[object Object]
Returning visitor
Registered visitor
Customer ,[object Object],3. Segmentation by Engagement,[object Object],[object Object]
<3 pages ,[object Object],4. Segmentation by Content Viewed ,[object Object],[object Object]
Product page
Checkout complete
Folders for large organisation ,[object Object],5. Segmentation by Landing Page Type,[object Object], ,[object Object],6. Segmentation by Event:,[object Object],  Conversion goal types and  E-commerce ,[object Object],7. Segmentation by Platform(less important),[object Object],[object Object]
Screen resolution
Mobile platforms8. Segmentation by Location Geography,[object Object],Main markets,[object Object],[object Object]
US
FIGS
ROWhttp://bit.ly/smartsegments,[object Object]
‘How to’ example of a custom segment,[object Object],Notes: ,[object Object],1. Chose  a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names,[object Object],2. No metrics are required.,[object Object],3. Test the segment first, but you will need to enter a name for the segment to do this. ,[object Object],4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.,[object Object],5. Note that segments are specific to a profile initially – you may want to share them. ,[object Object]
Example: KPIs in place,[object Object]
Insight 2: Customer insights =,[object Object],Characteristics,[object Object],Behaviour,[object Object],Needs,[object Object],Wants,[object Object],Opinions,[object Object]
Search insights,[object Object],Creating a gap analysis of customer search behaviour ,[object Object],Tip: Use “Google Keyword tool” to identify categories/volume of searches:,[object Object],on “Exact match”,[object Object],See Dan Barker’s article http://bit.ly/smartgap,[object Object]
Understanding customer intent and preferences,[object Object],21,[object Object],Practical Tip. ,[object Object],Control through gap analysis – see PM,[object Object],Make sure your copywriters check Ubersuggest:http://suggest.thinkpragmatic.net,[object Object]
Mobile marketing has arrived!,[object Object],Source: Craig Sullivan:  http://www.slideshare.net/sullivac/,[object Object]
Gaining site and business innovation ideas through Uservoice,[object Object],http://bit.ly/smartfeedback,[object Object]
Insight 3: Core messages:,[object Object],Developing  a messaging hierarchy,[object Object]
Campaign messaging hierarchy,[object Object],Campaign engagement and response messages: AIDA,[object Object],Primary offer – product, service or lead generation?,[object Object],Secondary offer?,[object Object],Core brand proposition = Marketing Mix:,[object Object],Who you are?,[object Object],What you do?,[object Object],Where you do it?,[object Object],What makes you different? ,[object Object],OVP - Online Value Proposition ,[object Object],What can your provide to help/inform/entertain me online? ,[object Object],Reinforces core brand proposition and credibility,  but messaging shows…,[object Object],Different OVPs for different markets and audiences,[object Object],Value that a site visitor get from your online brand or campaign that…,[object Object], They can’t get from you offline?,[object Object], They can’t get from competitors?,[object Object], Develop content strategy to develop OVPs,[object Object],Communicate message forcefully:  online and offline ,[object Object]
Integratedcampaign example,[object Object]
How strong is your brand personality?,[object Object],Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. ,[object Object],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.,[object Object],Source: ,[object Object]
Key brand messages definedthroughout the customer journey,[object Object]
Insight 4: Positioning and Targeting ,[object Object]
 PositioningDifferentiate to the target segmentsneeds,[object Object],Different segments are motivated by different drivers,[object Object],DRIVERS,[object Object],Features that are important to customers and highly differentiated from the competition,[object Object],‘HYGIENES’,[object Object],Features that are important to customers but are provided by all competitors at a similar level,[object Object],High,[object Object],Relevance,[object Object],Low,[object Object],FOOLS GOLD,[object Object],Features that are distinctive but do not drive customers’ loyalty to brand,[object Object],NEUTRALS,[object Object],Features that are irrelevant to customers,[object Object],Low                                             High,[object Object],Differentiation,[object Object],Source: Adapted from: Aufreiter, Elzinga, and. Gordon,2003,[object Object]
Online customer targeting options ,[object Object],http://bit.ly/smarttargeting,[object Object]
Professional persona example,[object Object],Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/web-design-personas/,[object Object]
Insight 5: Comms strategy  ,[object Object]
Key E-campaign ingredient 1?,[object Object]
Buzz = Engaging + Participative,[object Object],Example engagement devices:,[object Object],Search boxes ,[object Object],Questions ,[object Object],Quizzes,[object Object],Polls,[object Object],Calculators,[object Object],Interactive Q&A,[object Object],Call-backs,[object Object],Viral games,[object Object]
Key E-campaign ingredient 2?,[object Object]
www.tourismirelandtaxichallenge.com,[object Object],Tip. Give your campaign momentum, inertia using a sub-brand ,[object Object]
Key E-campaign ingredient 3?,[object Object]
Remailing to opening-non converters,[object Object],Response increases by 25% for campaign,[object Object],First Campaign,,[object Object],Open rate, 8 to 10%,[object Object],CCR = 0.2%,[object Object],Second Campaign, ,[object Object],Open rate, 50 to 75%,[object Object],CCR = 0.2%,[object Object],Tip. Repeat E-mailings where possible,[object Object],Source: E-consultancy Masterclass 2005 - BCA,[object Object],39,[object Object]
Multi-message example Email campaign 2,[object Object],Remailing with urgency,[object Object],Response increases by 40% for campaign,[object Object],Second Campaign, ,[object Object],CCR = 0.2%,[object Object],First Campaign,,[object Object],CCR = 0.2%,[object Object],Source: E-consultancy Masterclass 2005 - BCA,[object Object],Tip. Use time-limited offers,[object Object]
Teaser e-mail.  No online response,[object Object],Direct Mail,[object Object],Pre-mail, with online response,[object Object],Direct Mail,[object Object],Multi-message example - Email campaign 3,[object Object],Response increases, 100% for direct mail piece.,[object Object],Combined response from e-mail and direct mail is 125% better than no e-mail.,[object Object],Source: E-consultancy Masterclass 2005 - BCA,[object Object]
Key E-campaign ingredient 4?,[object Object]
Reach out to prospects and customers through your web or network,[object Object]
Creating a campaign hub,[object Object],Be relevant. Understand the content that will appeal to different audiences. ,[object Object],Create an editorial calendar. Your social media marketing will be more effective §if you produce content on a regular, consistent schedule. ,[object Object],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. ,[object Object],Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences.,[object Object],Make communications two-way. Don’t just treat the channels as an alert or update service. Engage!,[object Object],5 rules of SMO – Rohit Bhargava,[object Object],http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/,[object Object]
Insight 6 : Creative ,[object Object]
Q. How clear is your offer?,[object Object], Need focused offer (s) – depending on objectives:,[object Object], Awareness ,[object Object], List-building,[object Object], Lead generation,[object Object], Sales,[object Object], Number of offers per ad or e-mail campaign? ,[object Object],Primary offer / message,[object Object], Secondary offer / message ?,[object Object], Number of calls-to-action ?,[object Object],Vary offer through campaign,[object Object],Remember “institutional messages”,[object Object],Unique web offers?,[object Object],46,[object Object]

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Campaign launch techniques - Dave Chaffey - smart insights

Editor's Notes

  1. Move after slide 37. My Practical actions – add box.