Digital Marketing Trends 2012 - Dave Chaffey
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Digital Marketing Trends 2012 - Dave Chaffey

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A presentation to Ad Tech London September 2011

A presentation to Ad Tech London September 2011

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http://www.smartinsights.com 25067
http://www.basisboek-onlinemarketing.nl 2704
http://www.mycustomer.com 850
http://www.conseilsmarketing.fr 253
http://www.scoop.it 154
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http://paper.li 136
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http://newdigitaltalk.blogspot.com 68
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  • The Telegraph's hub-and-spokes newsroom has drawn the attention of newspapers worldwide. Department heads sit in the middle of the open floor newsroom. Each of the news sections (business, sports, international…) is lined up on a different ‘spoke’. Adjacent spokes are actually positioned in ‘curves’ of people in charge of either content, or design, production... “Those curves are quite important to us, they kind of work as internal triangles,” said Rhidian Wynn-Davies, consulting editor of the Telegraph. To the sides of the open floor are all the content-producing teams (supplements, magazines, featury content) that are less dependent on news, but also production rooms for video and audio. Upstairs, set apart, sit all commercial and corporate operations.

Digital Marketing Trends 2012 - Dave Chaffey Digital Marketing Trends 2012 - Dave Chaffey Presentation Transcript

  • 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)
    Tactic 2 INBOUND MARKETING
    “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/
  • Tactic 3 INBOUND MARKETING
    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
    Tactic 4 INBOUND MARKETING
  • 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