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Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
Growing business through digital marketing
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Growing business through digital marketing

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A keynote from Dave Chaffey for On The Edge Manchester giving 8 ways to review growth

A keynote from Dave Chaffey for On The Edge Manchester giving 8 ways to review growth

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  • A toolkit
  • Look familiar
  • Identify qualifiers+ risks+ costs+ treatment
  • 200 in initial period, but 200 doubled
  • Transcript

    • 1. 1Driving BusinessGrowth UsingDigital MarketingOn the Edge DigitalManchester 23rd May 2013Dr Dave ChaffeyCEO: SmartInsights.comDownload presentation:SmartInsights.com/ote2013/
    • 2. 2Latest 2013 inbound marketing research
    • 3. 3Growth example: Hubspot.com
    • 4. 4Growth example: ASOS.comCities sending traffic in February 2013
    • 5. 5
    • 6. 6
    • 7. 7
    • 8. 8
    • 9. 9LearningfromtheGrowthHackersSource: Learning from Growth Hackers post
    • 10. 10Growth hacking tools?
    • 11. 11A Growth hacking example…Test 1
    • 12. 12Test 2
    • 13. 13
    • 14. 14
    • 15. 15 Books  Online advice and consultingwww.smartinsights.comAbout Dave ChaffeyCode: SMARTEDGE (25% discount for 1 week only)
    • 16. 16Strategy success factor 1Digital marketing is marketing
    • 17. 17One value propositionagainst another…Source: Marketing Experiments
    • 18. 18
    • 19. 19
    • 20. 20Autoglass mobile optimised site –Mobile Value Proposition (MVP)www.autoglass.co.ukhttp://m.autoglass.co.uk
    • 21. 21Strategy success factor 2Develop your strategy
    • 22. 22
    • 23. 23
    • 24. 24Strategy success factor 3Apply customer insight
    • 25. 25Customer feedback toolshttp://bit.ly/smartfeedback
    • 26. 26Use on/offline personas
    • 27. 27See Forrester.com
    • 28. 28Strategy success factor 4Measurement and Optimization are your foundation
    • 29. 29Will you get the balance right?Investment in CRO?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 tocontinuously get good at 98% of your revenue.Youll likely survive longer. : )
    • 30. 30Landing Page Lifetime: ContinuallyEvolving Success Conversion rate has increased over ten times since2008. We continually test and try new ideas and messages. Angel Springs now sets the standards others follow.2008 2009 2011 2013
    • 31. 31
    • 32. 32Source: Google Analytics vs Universal Analytics
    • 33. 33Use Google Analytics MCFto understand true value33Measuring assists in Google AnalyticsGoogle’s new social reports
    • 34. 34Tool: Google’s new customer journey to online purchase tool
    • 35. 35Strategy success factor 5Create joined-up omnichannel journeysSmart Insights: ROPO summary of Google case
    • 36. 36Consumer digital platformdemand at Debenhams0.00%2.00%4.00%6.00%8.00%10.00%12.00%14.00%Total Hourly Demand by DeviceDotcomiPadMobileSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
    • 37. 3788% Debenhams customers use mobile to browse vs. 12% purchase0%20%40%60%80%100%120%Store Website msite AppsBrowse vs. purchase channelsBrowsePurchaseMobile influencing store salesSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
    • 38. 38Barcode scanner driving mobileinteractions in storeSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
    • 39. 39Reviewing satisfaction levels bychannel / platformSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
    • 40. 40Strategy success factor 6Integrate search, social and email marketing
    • 41. 41Group common search behavioursNOT keyword LISTS:Need: treatment/surgeryConcerns: risks/costs<Need> + <Qualifiers>Google Agency Toolkit
    • 42. 42Defining consuming searchbehaviours / targeting with qualifiers
    • 43. 43
    • 44. 44
    • 45. 45Strategy success factor 7Engagement is the biggest challenge
    • 46. 46The problem with blogging…
    • 47. 47More what we’relooking for!
    • 48. 48
    • 49. 49Example of an integratedsocial media campaign
    • 50. 50Strategy success factor 8Use the latest best practice
    • 51. 512013 Best Practice SEO Outreach, e.g. guestblogging Engagement – still“Long Clicks” Personalisation –Google+ / SPYW? Rel=“Author” Google+ Local HREFLANG forinternational,etc AdWords Enhancedcampaignsinc mobile Social extensions Google Shopping Re-marketing /Re-targetingDownload presentation:SmartInsights.com/ote2013/
    • 52. 52Let’s Connect!Questions & discussion welcomeSmartInsights.com Blogwww.smartinsights.com/blog Feedswww.feedburner.com/smartinsights Email Newsletterwww.smartinsights.comuk.linkedin.com/in/davechaffeywww.facebook.com/davechaffeyww.twitter.com/DaveChaffeyhttps://plus.google.com/u/0/106251350379622013691

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