Digital Marketing Trends 2012 - Dave Chaffey

12 Digital Marketing trends for 2012
Dave Chaffey
Presented for The IDM at:
AdTech London, 21-09-2011
www.smartinsights.com

About Dave Chaffey
Analytics
advice, software
& consulting
www.smartinsights.com/
Search &
conversion
consulting
www.clickthrough-marketing.com
Books
Qualifications:
Cert DigM and Dip DigM
Best practice guides

What’s New?
http://www.smartinsights.com/blog/digital-marketing-strategy/technology-for-innovation-in-marketing/

Agenda12 marketing opportunities

An engagement strategyis essential to cut-through
“The importance of developing an engaging, shareable brand increases each day : algorithms and people FAVOUR THE MOST ENGAGING BRANDS”

“Every business needs to be a multi-channel publisher now”

Opportunities to engage in 2012
http://www.smartinsights.com/digital-marketing-strategy-alerts/new-media-options/

Search engine optimisation
Tactic 1 INBOUND MARKETING
What percentage of SEO site visitors enter through your home page?

What is deep SEO?
Improving SEO that is non home page related. Most important for retailers… Reminder that
Multiple home pages matter (category/subcat)
Deeplinks matter
Duplicate content, so unique copy matters
Link equity flow through internal links matter
SMO matters
Example…

Deep SEO example
http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/

Social media optimisation (SMO)
“A systematic approach to improving the business contribution of social media marketing and related activities including PR, SEO, content marketing and display advertising integrated across all company online presences and offline communications”

What is SMO?
Two views:
Narrow: Using social activities to support SEO
Broad: Improving effectiveness of all social media marketing
Optimising this process – from central hub:
http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/

Content optimsation
http://www.ruderfinn.com/rfrelate/intent/intent-index.html

http://www.smartinsights.com/social-media-marketing-alerts/email-facebook-copywriting/

Will Google+ be important in 2012?

Content aggregation

Gamification
Tactic 5
http://www.smartinsights.com/digital-marketing-strategy-alerts/pleasure-the-future-of-marketing/

Video marketing
Tactic 6
http://www.smartinsights.com/blog/digital-marketing-strategy/b2b-video-marketing/
http://www.flimp.net/index.php/client-examples-

Tactic 7
AD NETWORKINNOVATION

Privacy compliance
Tactic 8

Are you worried about 27th May 2012?
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/cookie-privacy-law/

Q. Do you research purchases on the Internet before buying them from a store?
Tactic 9
Cross-channel marketing

Understanding multichannel behaviour
http://www.docstoc.com/docs/57974671/GFK-Ropo-Vodafone
http://issuu.com/lorenzoghini/docs/internet-trends-daniel-meyer/search

http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/

Mobile platform optimisation
Tactic 10

Mobile maximization case study - Belron
Source: Craig Sullivan: http://www.slideshare.net/sullivac/

Website performance optimisation
Tactic 11
http://blog.davechaffey.com/post/9920176082/for-speed-freaks-only-im-researching-impact-of

Tactic 12
Performance marketing= using web analytics

Marketing optimisation
Q. What
about you?
Source:

Source: Craig Sullivan @OptimiseorDie
http://www.slideshare.net/sullivac/
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
http://www.smartinsights./analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

A final thought:Do you have a strategy?
http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

Let’s Connect! Questions & discussion welcome
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
Blog
www.smartinsights.com/blog
Feeds
www.feedburner.com/smartinsights
Email Newsletter
www.smartinsights.com

http://www.smartinsights.com	23528
http://www.basisboek-onlinemarketing.nl	1313
http://www.mycustomer.com	780
http://www.conseilsmarketing.fr	253
http://www.fabulosaideia.com.br	140
http://paper.li	136
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http://newdigitaltalk.blogspot.com	66
http://basisboek-onlinemarketing.nl	57
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http://www.lummecomunica.com.br	33
https://twitter.com	30
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http://www.conseilsmarketing.com	28
http://lummecomunica.com.br	14
http://webcache.googleusercontent.com	8
http://www.marketing-community.fr	6
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Digital Marketing Trends 2012 - Dave Chaffey

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