Digital Marketing - CIM Annual Conference Presentation

Digital Marketing Improving your results through digital channels Dave Chaffey

Rising investment in digital media (search, display ads) £ millions Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC ‘ 98 ‘ 08 Radio Outdoor Press classified Direct Mail Internet Press-display Television

How important are digital channels for you?
% of communications spend on digital?
You: (a) 0-20% (b) 20-40% (c) >40%
Research: 23%
% of marketing headcount who are digital specialists
You: (a) 0-20% (b) 20-40% (c) >40%
Research: 1 in 3
Ratio:
2 Acquisition:
3 Conversion:
2 Retention:
10 IT
Research: Econsultancy (2008) Managing Digital Channel Best Practice Report, Author: Dave Chaffey
Participant sample :
Asda
Betfair
EDF Energy
Euroffice
IPC Media
Game
HSBC
Honda
John Lewis
Premier Farnell
Shell
Sony Ericsson
Three
Thomas Cook
Virgin Atlantic
WorldVision

Resources needed for large digital team! Source: Econsultancy (2008) Managing Digital Channel Best Practice Report, Author: Dave Chaffey

Agenda – Cost-effective digital marketing 10 Practical Tips SEO, Viral linkbait, PPC 1. Customer acquisition Email marketing, Right-touching 3. Customer retention & growth Usability, Trust + OVP 2. Customer conversion Watch out for… Digital Marketing Tips

1. Customer acquisition

Tip 1. Use the Google Keyword tool to perform demand-gap analysis https://adwords.google.com/select/KeywordToolExternal Google Insights for Search example: http://bit.ly/4Fufq4

Tip 2. Which SEO ranking factors should I focus on?
On page optimisation:
<title> tag = 4.9/5
Keyword frequency and density = 3.7/5
Keyword in headings = <h1> = 3.1, <h2> = 2.8
Keyword in document name = 2.8
Meta name description = 2/5
Meta name keywords = 1/5
Off-page optimisation
Link anchor text contains keyword = 4.4/5
More backlinks (higher PageRank)= 4/5
Page assessed as a hub = 3.5/5
Page assessed as an authority = 3.5/5
Link velocity (rate at which changes) = 3.5/5
See http://www.seomoz.org/article/search-ranking-factors

Tip 3. Control your brand messaging in the search results pages Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) <title> </title> tags <meta name=“description = > tags or Snippets from page or www.dmoz.org

Tip 4. Create viral marketing “linkbait”

Tip 5. Monitoring online influencers and partners: - Your own - Competitors
Monitor by:
Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/
Not Google link: - it’s not comprehensive
Googlealert service: www.googlealert.com
Most recent updates on phrase, i.e. Brand name + product or service
Find partners using Google related: syntax

Tip 6. Monitor and improve drivers of Quality Score for paid search Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups Definitions: CTR = Clickthrough rate Ad text relevance = Match of headline and description to search term Keyword relevance = Match of triggering keyword to search term

Good campaign structure leads to relevant ads leading to good quality score

2. Conversion = Usability + Trust + Proposition

Beware “Banner Blindness” Source: http://www.useit.com/alertbox/banner-blindness.html

Amazon exploits top-left, top-right Source: Etre ( www.etre.com )

Run-of-Site Signup Key Outcomes + OVP Unique web phone number for tracking Customer-centric copy Questions answered

TRUST MATTERS

Persuasion through substantiation
1. Presumed General assumptions in the mind of the perceiver
2. Surface Simple inspection or initial first-hand experience
3. Reputed Third party endorsements, reports or referrals
4. Earned First hand experience that extends over time

Should you risk reviews and ratings? Tip 7. Add customer authenticity

Tip 8. Defining your OVP The Internet is “just another channel to market”
Core brand proposition = Marketing Mix:
Who are you?
What do you do?
Where you do it?
What makes you different?
OVP - Online Value Proposition
Reinforces core brand proposition and credibility, but messaging shows:
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?
Communicate message forcefully: online and offline

Action Scent Trail Value Scent Trail Persona Scent Trail Credibility Scent Trail

So… is your site successful? AB Testing & “Voice of the Customer Surveys” Tip 9. Answer the 4 key customer questions Source: http://blog.iperceptions.com
Top 3 problems:
Insufficient detail (20%)
Can’t find product (19%)
Site search fails (11%)
Is the content what you want? Can you interact as you want? Will you make repeat visits? Are your needs anticipated Can you locate what you are looking for?

4. Retention Email marketing

Email marketing works well, but what about the “emotionally unsubscribed”? Source: www.dma.org.uk

Engagement = The Biggest Challenge of Digital Marketing
“ Right Touching” is:
A Multi-channel Communications Strategy
Customised for Individuals
Which…
Delivers the Right Value Proposition
Accompanied by the Right Message
With the Right Tone
At the Right Time
With the Righ t Frequency and Interval
Using the Right Media / Communications channels
To achieve…
Right balance of value between both parties
Right Person + Effective communications = Right Message + Right Time

Q. Which targeting factors give best response? “ Sense And Respond” Communications

Automated Email Campaigns that Build… Welcome Email Time-limited offer Offer Extension

Tip 10. Integrate Email + Direct mail (or phone contacts) Combined response from e-mail and direct mail is 125% better than no e-mail. Response increases, 100% for direct mail piece. Source: E-consultancy Masterclass 2005 - BCA Pre-mail, with online response Teaser e-mail. No online response Direct Mail Direct Mail

Test! Test! Test! “Data Trumps Intuition” Test version A Send Volume: 10,000 Sample criteria: Random Click through rate: 6.1% Test version B Send Volume: 10,000 Sample criteria: Random Click through rate: 4.5% Main Broadcast Send Volume: 180,000 Click through rate: 5.8% Source:

Thank you
Download this presentation from:
www.davechaffey.com /presentations
Any questions, do email me:
[email_address]
Subscribe to my E-marketing Essentials monthly briefing on what’s new in E-marketing
www.davechaffey.com

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Digital Marketing - CIM Annual Conference Presentation

by Dave Chaffey on Nov 10, 2008

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Digital Marketing - CIM Annual Conference Presentation — Presentation Transcript