Digital marketing best practice - Smart Insights

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A review of best practice across digital marketing for Manchester Metropolitan University Faculty of Business and Law.

A review of best practice across digital marketing for Manchester Metropolitan University Faculty of Business and Law.

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  • So if most digital marketing isn’t based on strategy it must be based on best practices?
  • http://www.smartinsights.com/goal-setting-evaluation/vision-setting/digital-and-social-media-transform-business/Social media is not just a channel, not just a set of tools, not just about acquiring new customers. Instead, a way to transform business
  • 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 in Digital Marketing:Are they always best?6th September 2012, Manchester Metropolitan UniversityFaculty of Business and LawDr Dave Chaffey SmartInsights.com/mmubs2012 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. 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? A framework Capability review The right people 6
  • 7. 7
  • 8. 8
  • 9. https://www.mckinseyquarterly.com/Strategy/Strategic_Thinking/Enduring_ideas_The_7-S_Framework_2123 9
  • 10. The Journey: Capability review gives context Strategy process Structure: SeniorE-commerce and performance Marketing Online marketing Location of E- managementmaturity stage improvement integration focus commerce buy-in processStage 1. Uncontrolled Content: Limited Limited DiscreteUnplanned experimentation BrochurewareStage 2.Stage 1. Low-level Common Traffic:Diffuse Diffuse AwareUnplanned objectives initiatives visitor acquisitionmanagementStage 3. Specific Conversion &Stage 1. Annual planningCentralised organisational Centralised Involved customerUnplanned collaborationmanagement objectives experienceStage 4. RefinedStage 1. DrivingDecentralised online channel Decentralised Partnership RetentionUnplanned performanceoperations improvementStage 5. IntegratedStage 1. Whole lifecycleIntegrated & multi-channel Integrated Integral CompleteUnplanned optimisationoptimised improvement Source: E-consultancy (2005) report „Managing an E-commerce team‟ Author: Dave Chaffey 10
  • 11. Source 11
  • 12. Source: Smart Insights – Burberry / Rossignol case 12
  • 13. Where does “best practice” originate? Opinion  Beware the gurus! Experience  Relevant case studies Testing  Using analytics Research  What sample size/frame, sector? 13
  • 14. 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? 14
  • 15. Performance managementFigure 9.4 The five diagnostic categories for e-marketing measurementfrom the framework presented by Chaffey (2000) 15
  • 16. Measure Reach Encourage Convert Engage customers Audience Action incl lead To sale to retain and grow generationTracking  Unique visitors  Online opportunity  Online sales  Email list qualitymetrics  New visitors (lead) volume volume  Email  Visits  Offline opportunity  Offline sales engagement  Conversation (lead) volume volume quality volume generated from generated from  Transactions online onlinePerformance  Share of audience  Page engagement  Conversion rate  Active customersdrivers  Share of search rate (Bounce rate, to sale % (site and email(diagnostics)  Brand/direct visits duration)  Channel active)  Lead conversion rate conversion rates  Active social by engagement tool  Category followers conversion rates  Repeat conversion rateCustomer-  Cost per click and  Cost per lead  Average order  Lifetime valuecentric KPIs cost per sale  Customer satisfaction value  Customer loyalty  Brand awareness  Cost per sale index  Conversation  Customer  Customer polarity satisfaction advocacy (sentiment)  Products per customerBusiness  Audience share  Goal value per visit  Revenue per visit  Retained salesvalue KPIs (owned media) or  Online lead  Online-originated growth and  Share of voice contribution contribution to volume (earned media) (n,£, % of total) sales, revenue  Revenue per and product channel and 16 category
  • 17.  PLAN:  Insight  Journey analysis  OVP 17
  • 18. Harnessing insight http://bit.ly/smartbenchmarking 18
  • 19. Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs <Need> + <Qualifiers> Google Agency Toolkit 19
  • 20. 20
  • 21. 21
  • 22. From insight to targeting: an example from eBay 22
  • 23. Not easy…. Need:1. Contact rules (email)2. Personalisation rules (site)3. Conversation calendars (social) 23
  • 24. Customer journey analysis FROM THIS TO THIS 24 Source: Nate Elliot, Analyst at Forrester Research
  • 25. Making the 3 layers work together Transaction Interaction Reach layer layer layer Example: Sneakerpedia 25 Source Nate Elliot, Analyst at Forrester Research
  • 26. Attributing complex behaviour Any Click 1st Click Last Click Best Click14/01 SEO The first click or view15/01 MSN banner The last click or within the campaign view which has defined click window the highest23/01 PPC campaign priority within the defined click or view24/01 Tradedoubler window3/02 Email4/02 Direct Without deduplication, each „tracked‟ The last click or view campaign will report a5/02 SEO whole sale and claim full commission Hiscox example 26
  • 27. http://www.youtube.com/watch?v=gSoCsoqJ41c http://www.youtube.com/watch?v=Gavgc43x4XU 27
  • 28. Use Google Analytics MCF to understand true value Measuring assists in Google Analytics Google‟s new social reports 28 2 8
  • 29. Understandingmultichannel journeys Smart Insights: ROPO summary of Google case 29
  • 30. Consistent OVP through customer journeys 30
  • 31.  REACH  Mix  SEO  Viral 31
  • 32. 32
  • 33. A balanced traffic mix? Source: Google 2010 33
  • 34. c2008 version 34
  • 35. 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. 35
  • 36. A case in point… 36
  • 37. Google+ matters (to SEO) 37
  • 38. H&M + Google+ Case study 38
  • 39. Source: Digital Buzz BlogDollar Shave 39
  • 40.  ACT  Content marketing  UX 40
  • 41. 41
  • 42. TEFL Taster example 42Smart Insights Explainer example
  • 43. Bad design isn’t hard to find… 43
  • 44. Source: Jakob Nielsen useit.com 44
  • 45. Persistent UX myth 1: 3 click rule Source: UIE 45
  • 46. Persistent UX myth 2:Make the home page scrollable Source: CX Partners 46
  • 47. Source: CX Partners 47
  • 48. 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 48
  • 49.  CONVERT  CRO 49
  • 50. 50
  • 51. 51
  • 52. How Facebook Test Source: Facebook Engineering 52
  • 53. How effective is your feedback cycle? Source: ACSI 53
  • 54. 54
  • 55. 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 55
  • 56. www.whatusersdo.com 56
  • 57. Gaining site and business innovation ideas through Uservoice Tools: http://bit.ly/smartfeedback 57
  • 58. 58
  • 59. How we encourage conversion...Discount for MMUBS Code: MMUBS-20 Valid Sept 2012 59
  • 60.  ENGAGE  Customer comms  Social media  Mobile marketing 60
  • 61. 61
  • 62. 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. 62
  • 63. Loiacono, E., Watson, R., Goodhue, D. (2007) WebQual: A measure of Web Site Quality, JournalInternational Journal of Electronic Commerce archive, Volume 11 Issue 3, Number 3 / Spring 2007 Pages 51-87 63
  • 64. Source: Dan Zarrella 64
  • 65. There’s life in Email (RE)Marketing  1. Generic branded follow-up email : +10% conversion rate.  2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.  3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.Source: Smart Insights: Email re-marketing 65
  • 66. Your email marketing capability?Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission 66
  • 67. The ? growth of mobile 67
  • 68. Source: Craig Sullivan (Belron/Autoglass)68
  • 69. Mobile best practice? Source: Mobile marketing 2015 69
  • 70. 70
  • 71. Social CRM? 71
  • 72. 72
  • 73. A glimpse of the future Rue La La (Flash Sales)April 14th 2012 53% mobile(Apps and Site) 30% mobile Weekends 40% mobile Weekdays Source: InternetRetailer.com 73
  • 74. 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! 74
  • 75. Digital marketing pioneersWhere are you on your journey? 75 75
  • 76. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/ 76
  • 77. Take a health check! http://bit.ly/smarthealthcheck 77
  • 78. Let’s Connect! Questions & discussion welcome SmartInsights.com/mmubs2012  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 78