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