1. 1
Driving Business
Growth Using
Digital Marketing
On the Edge Digital
Manchester 23rd May 2013
Dr Dave Chaffey
CEO: SmartInsights.com
Download presentation:
SmartInsights.com/ote2013/
29. 29
Will you get the balance right?
Investment in CRO?
Mobile and social are sexy, and important for the future. But today
98% of your revenue comes from Email, Affiliate, Display, Search.
At least 50% of your attention / love / obsession should be to
continuously get good at 98% of your revenue.
You'll likely survive longer. : )
30. 30
Landing Page Lifetime: Continually
Evolving Success
Conversion rate has increased over ten times since
2008.
We continually test and try new ideas and messages.
Angel Springs now sets the standards others follow.
2008 2009 2011 2013
35. 35
Strategy success factor 5
Create joined-up omnichannel journeys
Smart Insights: ROPO summary of Google case
36. 36
Consumer digital platform
demand at Debenhams
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Total Hourly Demand by Device
Dotcom
iPad
Mobile
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams
37. 37
88% Debenhams customers use mobile to browse vs. 12% purchase
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchase channels
Browse
Purchase
Mobile influencing store sales
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams
38. 38
Barcode scanner driving mobile
interactions in store
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams
39. 39
Reviewing satisfaction levels by
channel / platform
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams