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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

Published in: Business, News & Politics

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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.
  • Transcript

    • 1. 12 Digital Marketing trends for 2012
      Dave Chaffey
      Presented for The IDM at:
      AdTech London, 21-09-2011
      www.smartinsights.com
    • 2. 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
    • 3.
    • 4. What’s New?
      http://www.smartinsights.com/blog/digital-marketing-strategy/technology-for-innovation-in-marketing/
    • 5. Agenda12 marketing opportunities
    • 6. 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”
    • 7. “Every business needs to be a multi-channel publisher now”
    • 8. Opportunities to engage in 2012
      http://www.smartinsights.com/digital-marketing-strategy-alerts/new-media-options/
    • 9. Search engine optimisation
      Tactic 1 INBOUND MARKETING
      What percentage of SEO site visitors enter through your home page?
    • 10. 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…
    • 11. Deep SEO example
      http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/
    • 12. 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”
    • 13. 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/
    • 14. Tactic 3 INBOUND MARKETING
      Content optimsation
      http://www.ruderfinn.com/rfrelate/intent/intent-index.html
    • 15. http://www.smartinsights.com/social-media-marketing-alerts/email-facebook-copywriting/
    • 16. Will Google+ be important in 2012?
    • 17. Content aggregation
      Tactic 4 INBOUND MARKETING
    • 18. Gamification
      Tactic 5
      http://www.smartinsights.com/digital-marketing-strategy-alerts/pleasure-the-future-of-marketing/
    • 19. Video marketing
      Tactic 6
      http://www.smartinsights.com/blog/digital-marketing-strategy/b2b-video-marketing/
      http://www.flimp.net/index.php/client-examples-
    • 20.
    • 21. Tactic 7
      AD NETWORKINNOVATION
    • 22.
    • 23. Privacy compliance
      Tactic 8
    • 24. Are you worried about 27th May 2012?
      http://www.smartinsights.com/analytics-conversion-optimisation-alerts/cookie-privacy-law/
    • 25. Q. Do you research purchases on the Internet before buying them from a store?
      Tactic 9
      Cross-channel marketing
    • 26. Understanding multichannel behaviour
      http://www.docstoc.com/docs/57974671/GFK-Ropo-Vodafone
      http://issuu.com/lorenzoghini/docs/internet-trends-daniel-meyer/search
    • 27. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/
    • 28. Mobile platform optimisation
      Tactic 10
    • 29. Mobile maximization case study - Belron
      Source: Craig Sullivan: http://www.slideshare.net/sullivac/
    • 30. Website performance optimisation
      Tactic 11
      http://blog.davechaffey.com/post/9920176082/for-speed-freaks-only-im-researching-impact-of
    • 31. Tactic 12
      Performance marketing= using web analytics
    • 32. Marketing optimisation
      Q. What
      about you?
      Source:
    • 33. 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/
    • 34. A final thought:Do you have a strategy?
      http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy
    • 35. 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

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