1Driving BusinessGrowth UsingDigital MarketingOn the Edge DigitalManchester 23rd May 2013Dr Dave ChaffeyCEO: SmartInsights...
2Latest 2013 inbound marketing research
3Growth example: Hubspot.com
4Growth example: ASOS.comCities sending traffic in February 2013
5
6
7
8
9LearningfromtheGrowthHackersSource: Learning from Growth Hackers post
10Growth hacking tools?
11A Growth hacking example…Test 1
12Test 2
13
14
15 Books  Online advice and consultingwww.smartinsights.comAbout Dave ChaffeyCode: SMARTEDGE (25% discount for 1 week on...
16Strategy success factor 1Digital marketing is marketing
17One value propositionagainst another…Source: Marketing Experiments
18
19
20Autoglass mobile optimised site –Mobile Value Proposition (MVP)www.autoglass.co.ukhttp://m.autoglass.co.uk
21Strategy success factor 2Develop your strategy
22
23
24Strategy success factor 3Apply customer insight
25Customer feedback toolshttp://bit.ly/smartfeedback
26Use on/offline personas
27See Forrester.com
28Strategy success factor 4Measurement and Optimization are your foundation
29Will you get the balance right?Investment in CRO?Mobile and social are sexy, and important for the future. But today98% ...
30Landing Page Lifetime: ContinuallyEvolving Success Conversion rate has increased over ten times since2008. We continua...
31
32Source: Google Analytics vs Universal Analytics
33Use Google Analytics MCFto understand true value33Measuring assists in Google AnalyticsGoogle’s new social reports
34Tool: Google’s new customer journey to online purchase tool
35Strategy success factor 5Create joined-up omnichannel journeysSmart Insights: ROPO summary of Google case
36Consumer digital platformdemand at Debenhams0.00%2.00%4.00%6.00%8.00%10.00%12.00%14.00%Total Hourly Demand by DeviceDotc...
3788% Debenhams customers use mobile to browse vs. 12% purchase0%20%40%60%80%100%120%Store Website msite AppsBrowse vs. pu...
38Barcode scanner driving mobileinteractions in storeSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenh...
39Reviewing satisfaction levels bychannel / platformSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
40Strategy success factor 6Integrate search, social and email marketing
41Group common search behavioursNOT keyword LISTS:Need: treatment/surgeryConcerns: risks/costs<Need> + <Qualifiers>Google ...
42Defining consuming searchbehaviours / targeting with qualifiers
43
44
45Strategy success factor 7Engagement is the biggest challenge
46The problem with blogging…
47More what we’relooking for!
48
49Example of an integratedsocial media campaign
50Strategy success factor 8Use the latest best practice
512013 Best Practice SEO Outreach, e.g. guestblogging Engagement – still“Long Clicks” Personalisation –Google+ / SPYW?...
52Let’s Connect!Questions & discussion welcomeSmartInsights.com Blogwww.smartinsights.com/blog Feedswww.feedburner.com/s...
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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

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  • A toolkit
  • Look familiar
  • Identify qualifiers+ risks+ costs+ treatment
  • 200 in initial period, but 200 doubled
  • Growing business through digital marketing

    1. 1. 1Driving BusinessGrowth UsingDigital MarketingOn the Edge DigitalManchester 23rd May 2013Dr Dave ChaffeyCEO: SmartInsights.comDownload presentation:SmartInsights.com/ote2013/
    2. 2. 2Latest 2013 inbound marketing research
    3. 3. 3Growth example: Hubspot.com
    4. 4. 4Growth example: ASOS.comCities sending traffic in February 2013
    5. 5. 5
    6. 6. 6
    7. 7. 7
    8. 8. 8
    9. 9. 9LearningfromtheGrowthHackersSource: Learning from Growth Hackers post
    10. 10. 10Growth hacking tools?
    11. 11. 11A Growth hacking example…Test 1
    12. 12. 12Test 2
    13. 13. 13
    14. 14. 14
    15. 15. 15 Books  Online advice and consultingwww.smartinsights.comAbout Dave ChaffeyCode: SMARTEDGE (25% discount for 1 week only)
    16. 16. 16Strategy success factor 1Digital marketing is marketing
    17. 17. 17One value propositionagainst another…Source: Marketing Experiments
    18. 18. 18
    19. 19. 19
    20. 20. 20Autoglass mobile optimised site –Mobile Value Proposition (MVP)www.autoglass.co.ukhttp://m.autoglass.co.uk
    21. 21. 21Strategy success factor 2Develop your strategy
    22. 22. 22
    23. 23. 23
    24. 24. 24Strategy success factor 3Apply customer insight
    25. 25. 25Customer feedback toolshttp://bit.ly/smartfeedback
    26. 26. 26Use on/offline personas
    27. 27. 27See Forrester.com
    28. 28. 28Strategy success factor 4Measurement and Optimization are your foundation
    29. 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. 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. 31
    32. 32. 32Source: Google Analytics vs Universal Analytics
    33. 33. 33Use Google Analytics MCFto understand true value33Measuring assists in Google AnalyticsGoogle’s new social reports
    34. 34. 34Tool: Google’s new customer journey to online purchase tool
    35. 35. 35Strategy success factor 5Create joined-up omnichannel journeysSmart Insights: ROPO summary of Google case
    36. 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. 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. 38. 38Barcode scanner driving mobileinteractions in storeSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
    39. 39. 39Reviewing satisfaction levels bychannel / platformSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
    40. 40. 40Strategy success factor 6Integrate search, social and email marketing
    41. 41. 41Group common search behavioursNOT keyword LISTS:Need: treatment/surgeryConcerns: risks/costs<Need> + <Qualifiers>Google Agency Toolkit
    42. 42. 42Defining consuming searchbehaviours / targeting with qualifiers
    43. 43. 43
    44. 44. 44
    45. 45. 45Strategy success factor 7Engagement is the biggest challenge
    46. 46. 46The problem with blogging…
    47. 47. 47More what we’relooking for!
    48. 48. 48
    49. 49. 49Example of an integratedsocial media campaign
    50. 50. 50Strategy success factor 8Use the latest best practice
    51. 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. 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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