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IDM Diploma inDigital Marketing       Dr Dave Chaffeywww.smartinsights.com/presentations       Burberry case study
Purpose of today’s strategy                    sessions• Give you:   –   A process for creating a plan   –   2 key framewo...
Introductions – About Dave Chaffey• Books    Online advice and consulting             www.smartinsights.com           Qu...
About you: IntroductionsPlease share…► 1. Your role – digital specialist and/or marketing  strategist?For each table:► 2. ...
Structure: 5 practical learning goals              for today’s workshop1. Plan: Create or refine a strategy to improve res...
Digital marketing   frameworks
Inbound/content, social and search marketing -The heart of your digital marketing strategy
PLAN: Segmentatio n Targeting Objectives Positioning (OVP) Integration? Resourcing? Output: SWOT, Key Issues
Q. Have we reviewed current online marketingeffectiveness in digital-specific SWOT?
Example digital                                strategies                           When reviewing SWOT,                 ...
Q. Have we benchmarked ourdigital marketing capabilities?        http://bit.ly/smarthealthcheck
Q. How will digital support growth using digital to align or impact?
Situation analysis:Q. Is our plan in line with marketplace dynamics?                       Organisation                   ...
DEEPLIST for macro-environmentWhich are most important for digital? • Demographic: percentage of each population online ca...
Tip. Create an online marketplace map to understand your customer influencers                                         Key ...
Q. Have we defined main targeting approaches?                 http://bit.ly/smarttargetingTargeting approaches            ...
Tip – create a layered segmentation       - an example from eBay
Using personas
Forrester Research on “site design personas”                              • Ethnographic researchers averaged             ...
B2B examples: www.forrester.com, www.alterian.com
For each persona define preferences for: Platforms   (web, email, mobile) Platform usage (hours) Content consumption:  ...
Q. Are we harnessing insight?                                Ruder Finn
Activity - always start with the customer!• What types of key information do we need to  research about our online custome...
Q. Do we have the right                          improvement process?http://www.smartinsights.com/analytics-conversion-opt...
Tip:                                 Integrate                                 Analysis:                                  ...
Activity - Selecting the right digital channels goals     and tracking metrics – “the critical few”Please suggest relevant...
Measure         Reach                   Encourage                 Convert               Engage customers                Au...
Key Q. Do we have clear online positioning?                     Point• Core brand proposition = Marketing Mix:   – Who you...
What is your brand personality?  • Personality is the unique, authentic, and talkable soul of your    brand that people ca...
Key brand messages definedthroughout the customer journey
Mobile and App OVP                                                                                       MOBILE EMAIL USAG...
Q. How should we support integration?http://www.smartinsights.com/analytics-conversion-optimisation-alerts/multichannel-cu...
“Mapping Interactive brandecosystems” aka customer journeys    FROM THIS                                        TO THIS   ...
Making the 3 layers work       together                     Transaction   Interaction   Reach                        layer...
Content hub example
Key                Integration =                                                   Point   Supporting channel-switching be...
PRACE Summary - Plan• Digital marketing strategy is a channel strategy   – Informed by insight on customer channel behavio...
REACH Investment? Search Display Social media
Q. Which media should we        invest in?
A balanced traffic/online media mix?Source: Google Analytics data Analytics
Activity – evaluating the value of     digital media channelsYour ideas on good practices to assess, to provethe effective...
How should we determine investment       in digital channels?•   1. Setup marketing source codes for Google Analytics (to ...
Latest UK ad spend figures (IAB/PwC)                  Online 25% of totalhttp://www.smartinsights.com/digital-marketing-st...
How good is your online campaign reporting        in attributes leads and sales?  • Q1. Are you using last click tracking ...
Use Google Analytics MCF to understand true value     Measuring assists in Google Analytics       Google’s new social repo...
Use Google Analyticsto understand true value    Measuring assists in Google Analytics   4        Google’s new social analy...
Creating funnel budget models for                       online marketingSee http://www.smartinsights.com/digital-marketing...
“Average” response/ CTR rates, depends on CRITICAL factors                                               • Display ads:   ...
SEM Strategy: The two types of Search                                                              Paid listings - Adwords...
Is ethical SEO “best practice”?•   Dark Inky Black Hat SEO: So evil he’s a typosquatter installing spyware. Plain illegal,...
A case in point…
How good is your                      key phrase-level reporting?•Should show:   • Potential demand from key phrase estima...
Which SEO ranking factors should we focus on?•   On page optimisation:         • <title> tag = 4.9/5         • Keyword fre...
SEM Don’ts = problems to avoid• SEO                                • Pay Per Click1. Insufficient key phrase           Imp...
Q. Do we have adequatekeyphrase targeting for SEM?
Google+ matters (to SEO)
Q. Are we using display      advertising effectively?• What CTR/IR are you generating• Re-marketing?  – Google Display Net...
Do you use display effectively?http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Dig...
New display ad opportunities for B2B
http://www.advertisingperspectives.com/adblog/media-technology/are-ad-exchanges-and-real-time-bidding-the-next-big-thing
Social media marketing:    What are your challenges      and opportunities?• 1 Managing reputation• 2 Delivering customer ...
Managing social “publishing”                           with limited resource                                              ...
Get into a rhythm…Download “Building your Business with Facebook Pages”
Use a “conversational calendar”     Download “Building your Business with Facebook Pages”
Love your influencers!        Source: Influencers post
 REACHOutreach! Collaborate with partners and influencers       to maximise impact of social media
8 techniques to encourage engagement on                                Facebookhttp://www.smartinsights.com/social-media-m...
PRACE Summary Reach:• Create a budget model to optimise investment in mix   – Review the relevance of attribution models• ...
 ACT  Content   marketing  Email   triggers  Customer   journeys   (next   section?)
Q. How can we make the casefor investment in content marketing?              Stelzner: Primary vs                 Nuclear ...
TEFL Taster exampleSmart Insights Explainer example
Content strategy example                                                            68% CTR                               ...
Social channel OVP                          •   Recruiting to TwitterTip: Recruit to Twitter   •   via a prize draw       ...
Example of an integratedsocial media campaign
McKay case study
78
E-newsletter OVP: success is all about                relevant content• B2B                        • B2C  –   Make my work...
Do you send out emails based on the        following triggers?
Targeting by Lifecycle personalisation –    typically using event-triggered email                 Purchased               ...
BT - It’s all about past actions… “Recognition of activity”Recognition of                                          Purchas...
Example of an optimised                                         email sequence                                            ...
Engaging through OVPs in triggered emails                        “Learn more through time”                           “Watc...
Quality content develops OVP
http://bit.ly/smarttriggers
PRACE summary: Act• Content marketing is vital for cut-through in  many markets to encourage consumer  engagement and prov...
CONVERT Site design and UX CRO Customer journeys
Activity: improving site effectiveness• For each site please summarise  – 1. Audiences targeted  – 2. Key brand messages  ...
Bad design isn’t hard to find…
Q. Are we following persuasive    design “best practices”              Source: Jakob Nielsen useit.com
Persistent UX myth 1:     3 click rule                    Source: UIE
Persistent UX myth 2:Make the home page scrollable                 Source: CX Partners
Source: CX Partners
Persistent UX myth 3:   The home page is most important         to get right / optimiseIn 2003, 39 percent of the page vie...
Q. Do we have a structured approach to       improve site effectiveness
Source: Craig Sullivan independent survey
Leverage your analytics through granular analysis -        content drilldown shows relative           effectiveness of pag...
How effective is your scent?        Example SCENT TRAILS           NEW CUSTOMER?<CUSTOMER-CENTRIC SERVICE NAMES>        WH...
Are you appealing to different buying          behaviours and motivations?                            •   The Methodical f...
Effective home page examples
B2B example:         The evolution of Salesforce landing pageshttp://www.smartinsights.com/blog/web-design/perfect-landing...
Autoglass MVT case study - control
TV ComparisonTV - Off                   TV - On
Service message testing
Source: Craig Sullivan (Belron/Autoglass)
Mobile best practice?          Source: Mobile marketing 2015
Key mobile marketing questionsBusiness                    Implementation• Q. Can we use mobile to   • Email  expand reach?...
PRACE Summary: Conversion1. Use analytics to understand entry points,   sources into site – path analysis.2. Define primar...
 ENGAGE  Customer   comms  Social   media  Mobile   marketing
Parasuraman,A.;Berry,Leonard L.;Zeithaml,Valarie A.,“A Conceptual Model of Service Quality and Its Implications for Future...
Q. How effective is our feedback cycle?                        Source: ACSI
Ask “Why” as well as “what” - use feedback tools      Key                                                                 ...
Gaining site and business innovation ideas through                     Uservoice
Your email marketing capability?Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
Example of dynamic content insertion                                                                                      ...
Disclosed Demographics     Cliniqueuse different stylesand tones for girlsand boys segments
Combing tech + social segmentation                                         E.G.                                        Rec...
Source:Example – combined segments
Targeting customers based on value        Customer          Good customers             Very good customers        quality ...
RF engagement scoring example                                                                                             ...
Build in social sharinginto contact strategies                           Source: eCircle case study
PRACE Summary: Engage• Understand the “satisfaction gap” for your  site and related customer service• Review approaches to...
All the best for your digital journey!                     Questions & discussion welcome                                 ...
Key E-campaign ingredient 1?
Buzz = “Big Idea”       Engaging + Participative +              Shareable• Example engagement devices:  – Search boxes  – ...
Key E-campaign ingredient 2Big idea connected to campaign             goals
Key E-campaign ingredient 3?
www.tourismirelandtaxichallenge.com            Tip. Give your campaign momentum, inertia!                                 ...
How effective is our media planning?• Balancing Reach and Frequency:  – Reach: percentage of people within a given    univ...
Key E-campaign ingredient 4?
Reach prospects and customers through         your web or network
Key E-campaign ingredient 5?
Example of an optimised                                         email sequence                                            ...
Social channel OVP                          •   Recruiting to Twitter                          •   via a prize draw       ...
Success factors                  According to Jas Dhaliwal                  Head of communities                  1. Conten...
Example of an integratedsocial media campaign
McKay case study
IDM Internet Marketing Strategy
IDM Internet Marketing Strategy
IDM Internet Marketing Strategy
IDM Internet Marketing Strategy
IDM Internet Marketing Strategy
IDM Internet Marketing Strategy
IDM Internet Marketing Strategy
IDM Internet Marketing Strategy
IDM Internet Marketing Strategy
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IDM Internet Marketing Strategy

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Last updated May 2012. The latest practical tools can be downloaded from http://www.smartInsights.com/digital-marketing-strategy. This is a one day masterclass I used to give on The IDM Diploma in Digital Marketing Strategy Session. It gives a structure and tools for developing a plan for online customer acquisition, conversion and development.

I developed the original Internet Marketing programme for the IDM in 2005 and gave this talk until 2012. All the latest tools are available on Smart Insights available in a Digital Strategy Toolkit and there is a popular free Internet marketing plan download for members too.

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  • Transcript of "IDM Internet Marketing Strategy"

    1. 1. IDM Diploma inDigital Marketing Dr Dave Chaffeywww.smartinsights.com/presentations Burberry case study
    2. 2. Purpose of today’s strategy sessions• Give you: – A process for creating a plan – 2 key frameworks for planning – Questions to ask to define plan – Tools / URLs for analysis / best practice• Help you: – Assignments – Exams – Work – practical tips to apply back in office• Please… – Ask questions – Share your experiences• Introductions…
    3. 3. Introductions – About Dave Chaffey• Books  Online advice and consulting www.smartinsights.com  Qualifications and training www.theidm.com Smart Insights and IDM partners: 50% Discount to support students  Insights Director www.clickthrough-marketing.com
    4. 4. About you: IntroductionsPlease share…► 1. Your role – digital specialist and/or marketing strategist?For each table:► 2. What happens if we don’t have a strategy
    5. 5. Structure: 5 practical learning goals for today’s workshop1. Plan: Create or refine a strategy to improve results from digital marketing.2. Reach: Review company use of digital media to reach target audiences.3. Act: Assess content marketing techniques to encourage interactions on soci media and other platforms.4. Convert: Define approaches to increase conversion to offline leads and sales.5. Engage: Develop an integrated communications strategy for you website, social and email communications.
    6. 6. Digital marketing frameworks
    7. 7. Inbound/content, social and search marketing -The heart of your digital marketing strategy
    8. 8. PLAN: Segmentatio n Targeting Objectives Positioning (OVP) Integration? Resourcing? Output: SWOT, Key Issues
    9. 9. Q. Have we reviewed current online marketingeffectiveness in digital-specific SWOT?
    10. 10. Example digital strategies  When reviewing SWOT, group by  Plan – governance and brand management issues  Reach communications (e.g. role of Google and other intermediaries, mix)  Act i.e. content marketing and lead generation  Conversion (experience) Proposition  Engage - customer development including contact strategies, targetinghttp://bit.ly/smartswot
    11. 11. Q. Have we benchmarked ourdigital marketing capabilities? http://bit.ly/smarthealthcheck
    12. 12. Q. How will digital support growth using digital to align or impact?
    13. 13. Situation analysis:Q. Is our plan in line with marketplace dynamics? Organisation E-marketing Efficiency Organisation E-marketing Marketplace Effectiveness
    14. 14. DEEPLIST for macro-environmentWhich are most important for digital? • Demographic: percentage of each population online can be analysed in terms of age, household size and type, income, gender, ethnicity, employment status, work patterns mobility etc. • Economics: taxation controls, monetary and competition policies, fiscal policies. • Environment: country specific attitudes towards physical environmental issues, for example energy consumption, spatial distribution of populations. • Political: power and influence of Government agencies and regulatory bodies, public opinion, pressure groups, Internet governance. • Legal: trading laws and restrictions, advertising standards and controls, taxation laws. • Information: Availability of consumer / company data and information, access to this type of data and how it is used, information control. • Social: needs and wants of target communities, extent of social exclusion, individual levels of trust and perceptions of security, social discrimination. • Technology: Access to technology, innovation, adoption rates, applications of technology.Tip: 1-2 sides max in assignment,can include DST under customer
    15. 15. Tip. Create an online marketplace map to understand your customer influencers Key Point Key Point
    16. 16. Q. Have we defined main targeting approaches? http://bit.ly/smarttargetingTargeting approaches Method1. Classic profile-based Target media or messaging based ondemographic segmentation characteristics2. Search behaviour Grouped by volume and value3. Content consumption Using ad networks including GDN4. SN interest-based targeting For example, Facebook, LinkedIn interests5. Web personas Combine other characteristics and behaviours6. Customer lifecycle Target messages according to length of time using online services7. Customer value Review current and future potential8. Campaign message response Use “sense and respond” behavioural targetingbehaviour based on RFM9. Buying motivations and Evaluation method and sensitivity to pricing behaviours against features, benefits, brand value10. Channel preference Communicate with customer in their preferred media (and according to value)
    17. 17. Tip – create a layered segmentation - an example from eBay
    18. 18. Using personas
    19. 19. Forrester Research on “site design personas” • Ethnographic researchers averaged – 21 i/views per project for 4 personas, $47K – $10K to 100 i/views for 8 personas, $500K • Examples: – Ford uses 3 buyer personas at Ford.com • Primary persona ‘Marie’ – just beginning car shopping process, hasn’t settled on brand, doesn’t know about cars, needs Help! – Staples.com has 7 for shoppers – Microsoft had 7 for Windows XP • Segment on key characteristics/behaviours – “Seeks high quality”, “Seeks low cost” – “Starting evaluation”, “Final decision” – Occasional visitor, frequent visitorhttp://bit.ly/smartpersonas
    20. 20. B2B examples: www.forrester.com, www.alterian.com
    21. 21. For each persona define preferences for: Platforms (web, email, mobile) Platform usage (hours) Content consumption: General site types & category-specific Social media - content creation & participation Search behaviour Trusted brandswww.dulux.co.uk
    22. 22. Q. Are we harnessing insight? Ruder Finn
    23. 23. Activity - always start with the customer!• What types of key information do we need to research about our online customer? Please share sources, research you have completed? – – – – – – – See http://bit.ly/smartkeywords
    24. 24. Q. Do we have the right improvement process?http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
    25. 25. Tip: Integrate Analysis: Goals: Strategies: Tacticshttp://bit.ly/smartintegration
    26. 26. Activity - Selecting the right digital channels goals and tracking metrics – “the critical few”Please suggest relevant objectives and measures of digital marketingperformance for i-to-i in these areas:a. Reach: Attract visits to your sites and presence,reach audience on other sitesa. Act: Engage with site or presence, convert to leadsc. Convert: Convert to saled. Engage: Developing long-term customer relationships
    27. 27. Measure Reach Encourage Convert Engage customers Audience Action incl lead To sale to retain and grow generationTracking  Unique visitors  Online opportunity  Online sales  Email list qualitymetrics  New visitors (lead) volume volume  Email  Visits  Offline opportunity  Offline sales engagement  Conversation (lead) volume volume quality volume generated from generated from  Transactions online onlinePerformance  Share of audience  Page engagement  Conversion rate  Active customersdrivers  Share of search rate (Bounce rate, to sale % (site and email(diagnostics)  Brand/direct visits duration)  Channel active)  Lead conversion rate conversion rates  Active social by engagement tool  Category followers conversion rates  Repeat conversion rateCustomer-  Cost per click and  Cost per lead  Average order  Lifetime valuecentric KPIs cost per sale  Customer satisfaction value  Customer loyalty  Brand awareness  Cost per sale index  Conversation  Customer  Customer polarity satisfaction advocacy (sentiment)  Products per customerBusiness  Audience share  Goal value per visit  Revenue per visit  Retained salesvalue KPIs (owned media) or  Online lead  Online-originated growth and  Share of voice contribution contribution to volume (earned media) (n,£, % of total) sales, revenue  Revenue per and product channel and category
    28. 28. Key Q. Do we have clear online positioning? Point• Core brand proposition = Marketing Mix: – Who you are? – What you do? – Where you do it? – What makes you different?• OVP - Online Value Proposition – What can your provide to help/inform/entertain me online? – Reinforces core brand proposition and credibility, but messaging shows… – Different OVPs for different markets and audiences – Value that a site visitor get from your online brand or campaign that… • They can’t get from you offline? • They can’t get from competitors? – Develop content strategy to develop OVPs – Communicate message forcefully: online and offline
    29. 29. What is your brand personality? • Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. • Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.Source:
    30. 30. Key brand messages definedthroughout the customer journey
    31. 31. Mobile and App OVP MOBILE EMAIL USAGE APPShttp://www.smartinsights.com/digital-marketing-strategy-alerts/mobile-marketing-statistics/
    32. 32. Q. How should we support integration?http://www.smartinsights.com/analytics-conversion-optimisation-alerts/multichannel-customer-
    33. 33. “Mapping Interactive brandecosystems” aka customer journeys FROM THIS TO THIS Source Nate Elliot, Analyst at Forrester Research
    34. 34. Making the 3 layers work together Transaction Interaction Reach layer layer layer Source Nate Elliot, Analyst at Forrester Research
    35. 35. Content hub example
    36. 36. Key Integration = Point Supporting channel-switching behaviourHow well do you support channel switching? Tracked call? Live Chat? Callback?
    37. 37. PRACE Summary - Plan• Digital marketing strategy is a channel strategy – Informed by insight on customer channel behaviour and marketplace activity = intermediaries, competitors – Objectives for future online and offline contribution % should drive our strategy – Channel strategy thrives on differentials – BUT, need to manage channel integration• Alignment - digital marketing strategy defines how we : • Hit our channel leads & sales targets – Improve efficiency of Acquisition, Conversion, Retention • Prioritise audiences targeted through channel • Communicate benefits of using digital channels • Deliver relevant experiences through a content or engagement strategy
    38. 38. REACH Investment? Search Display Social media
    39. 39. Q. Which media should we invest in?
    40. 40. A balanced traffic/online media mix?Source: Google Analytics data Analytics
    41. 41. Activity – evaluating the value of digital media channelsYour ideas on good practices to assess, to provethe effectiveness of digital marketing channels?•••••
    42. 42. How should we determine investment in digital channels?• 1. Setup marketing source codes for Google Analytics (to minimise direct traffic)• 2. Assess response rates = CTR  Conversion to lead  Conversion to sale• 3. Assess cost effectiveness = CPC  CPA  ROI  LTV• 4. Go beyond last-click to weighted attribution and multichannel assists in Google Analytics• 5. Branding effects = Awareness, Interest, Desire, Action (on or offline)• 6. Media multiplier / halo effect• 7. Incremental reach = Availability of impressions in different channels e.g. Maxing out on searches, targeted inventory, Increasing frequency• 8. Risk diversification – avoid all eggs in one basket?• 9. Opportunities to test and learn• 10. Hold out testing (part audience isn’t exposed to campaigns)
    43. 43. Latest UK ad spend figures (IAB/PwC) Online 25% of totalhttp://www.smartinsights.com/digital-marketing-strategy-alerts/uk-online-ad-spend-latest-statistics-released/
    44. 44. How good is your online campaign reporting in attributes leads and sales? • Q1. Are you using last click tracking only? • Q2. Do you understand multi-touch customer behaviour on path to purchase? Google Analytics “Multichannel Funnels” can help herehttp://www.smartinsights.com/blog/web-analytics/media-conversion-attribution
    45. 45. Use Google Analytics MCF to understand true value Measuring assists in Google Analytics Google’s new social reports 4 5
    46. 46. Use Google Analyticsto understand true value Measuring assists in Google Analytics 4 Google’s new social analytics 6
    47. 47. Creating funnel budget models for online marketingSee http://www.smartinsights.com/digital-marketing-downloads
    48. 48. “Average” response/ CTR rates, depends on CRITICAL factors • Display ads: – 0.05 to 0.1% • Facebook/LI ads: – 0.01 to 0.05% • Paid search: – 0.5% to 2% • Email (ad in Enews) – 0.1 to 1% • Email (House list) – 1 to 10%http://www.nellymoser.com/action-codes/scan-response-rates
    49. 49. SEM Strategy: The two types of Search Paid listings - Adwords Pay Per Click (PPC) <title> </title> tagsBlended oruniversal listings - <meta name=“description = > tags Or Snippets from page Natural or organic listings - Search engine optimisation (SEO)
    50. 50. Is ethical SEO “best practice”?• Dark Inky Black Hat SEO: So evil he’s a typosquatter installing spyware. Plain illegal, too.• Charcoal Hat SEO: Optimizes really unrelated pages for all kinds of queries, but within the bounds of legality.• Dark Gray Hat SEO: This SEO is e.g. a splogger stealing content from other sites. (What, that’s better than charcoal?)• Slate Gray Hat SEO: An SEO creating link farms and such.• Gray Hat SEO: An SEO who actually reads the search engine’s webmaster guidelines, but then tries as much “evil” as she can get away with.• Light Gray Hat SEO: This SEO creates original content (lots of it), but the content is still only aimed at search engines.• Off-White Hat SEO: This guy not only ensures the site is indexable – he’ll also make sure to get lots of backlinks from friends.• White Hat SEO: This person puts up the content that people are actually searching for, and prepares the site to make it very accessible. White Hat SEOs only optimize those of their pages they deem worthy to be ranking top in search engines.• Luminescent Pearly White Hat SEO: Not only does this SEO do everything the White Hat SEO does, the LPW Hat SEO also makes sure pages will not show up for irrelevant queries.
    51. 51. A case in point…
    52. 52. How good is your key phrase-level reporting?•Should show: • Potential demand from key phrase estimators • Your actual performance (position, clicks, conversion, sales, value): – Paid – absolute and relative – Natural – absolute and relativeUse “Google Keyword tool” to identify categories/volume of searches:Smart Insights Gap analysis spreadsheet
    53. 53. Which SEO ranking factors should we focus on?• On page optimisation: • <title> tag = 4.9/5 • Keyword frequency and density = 3.7/5 • Keyword in headings = <h1> = 3.1, <h2> = 2.8 • Keyword in document name = 2.8 • Meta name description = 2/5 • Meta name keywords = 1/5• Off-page optimisation: • More backlinks (higher PageRank)= 4/5 • Link anchor text contains keyword = 4.4/5 • Page assessed as a hub = 3.5/5 • Page assessed as an authority = 3.5/5 • Link velocity (rate at which changes) = 3.5/5 http://www.seomoz.org/article/search-ranking-factors http://www.davechaffey.com/blog/seo/update-to-seomoz-seo-ranking-factors http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
    54. 54. SEM Don’ts = problems to avoid• SEO • Pay Per Click1. Insufficient key phrase Importance of QS not research and analysis recognised, i.e.2. Index inclusion and coverage 1. Click through rate poor 2. Ad text relevance (copy)3. Content owners / editors 3. Triggering text relevance don’t know rules of SEO 4. Landing page relevance and4. Insufficient unique content speed5. Internal linking strategies not used So, depends on brand,6. External link-building tactics copywriting, account structure, weak match types (broad, phrase, negative) and testing.
    55. 55. Q. Do we have adequatekeyphrase targeting for SEM?
    56. 56. Google+ matters (to SEO)
    57. 57. Q. Are we using display advertising effectively?• What CTR/IR are you generating• Re-marketing? – Google Display Network – Other networks: Struq, Criteo• Google Promoted ad and TrueView video• New “social ad formats”?• New buying options on ad exchanges: – Real-time bidding (RTB) – Demand-side platforms (DSPs)
    58. 58. Do you use display effectively?http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go
    59. 59. New display ad opportunities for B2B
    60. 60. http://www.advertisingperspectives.com/adblog/media-technology/are-ad-exchanges-and-real-time-bidding-the-next-big-thing
    61. 61. Social media marketing: What are your challenges and opportunities?• 1 Managing reputation• 2 Delivering customer service• 3 Acquiring new customers• 4 Increasing and sales existing customers• 5 Increasing engagement with your brand by adding value to customers• 6 Harnessing insights to develop the brand3-5 should run on a continuous AND campaign basisThey require a content ANDcommunications strategy to define resource and execution
    62. 62. Managing social “publishing” with limited resource 1. Be relevant. Understand the content that will appeal to different audiences. 2. Create an editorial calendar. Your social media marketing will be more effective if you produce content on a regular, consistent schedule. 3. Offer distribution choices, but keep a focus. Offer choice to alert subscribers to content using different types of channels since they will have different preferences. 4. Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences. 5. Make communications two-way. Don’t just treat the channels as an alert or update service. Engage!5 rules of SMO – Rohit Bhargavahttp://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/
    63. 63. Get into a rhythm…Download “Building your Business with Facebook Pages”
    64. 64. Use a “conversational calendar” Download “Building your Business with Facebook Pages”
    65. 65. Love your influencers! Source: Influencers post
    66. 66.  REACHOutreach! Collaborate with partners and influencers to maximise impact of social media
    67. 67. 8 techniques to encourage engagement on Facebookhttp://www.smartinsights.com/social-media-marketing/facebook-marketing/case-study-what-makes-these-some-of-the-most-engaged-facebook-pages-in-the-u
    68. 68. PRACE Summary Reach:• Create a budget model to optimise investment in mix – Review the relevance of attribution models• Bought media: – Increase reach and efficiency• Earned media: – Prioritise investments in social media• Owned media: Optimising content marketing• Integration: – Using paid, owned, earned together – Integrating SEO,PPC,PR,Social, Display
    69. 69.  ACT  Content marketing  Email triggers  Customer journeys (next section?)
    70. 70. Q. How can we make the casefor investment in content marketing? Stelzner: Primary vs Nuclear fuel?
    71. 71. TEFL Taster exampleSmart Insights Explainer example
    72. 72. Content strategy example 68% CTR >1,000 downloadsSee http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/
    73. 73. Social channel OVP • Recruiting to TwitterTip: Recruit to Twitter • via a prize draw • promoted in Twitter or FB via Email
    74. 74. Example of an integratedsocial media campaign
    75. 75. McKay case study
    76. 76. 78
    77. 77. E-newsletter OVP: success is all about relevant content• B2B • B2C – Make my work easier – Make my life easier – Help me develop – Help me learn / have fun – Make me look good – Make me look good – Give me a great deal – Give me a great deal
    78. 78. Do you send out emails based on the following triggers?
    79. 79. Targeting by Lifecycle personalisation – typically using event-triggered email Purchased Active Purchased Inactive Tesco.com Purchased once •“Logged-on” •“Cautionary” Registered visitor •“Developing” Newly •“Established” registered visitor •“Dedicated” Return visitor •“Logged-off”First-time visitor
    80. 80. BT - It’s all about past actions… “Recognition of activity”Recognition of Purchase previous purchase Dispatched +7d +14d +21d
    81. 81. Example of an optimised email sequence • 1. Generic branded follow-up email : +10% conversion rate. • 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. • 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
    82. 82. Engaging through OVPs in triggered emails “Learn more through time” “Watch, don’t ask”
    83. 83. Quality content develops OVP
    84. 84. http://bit.ly/smarttriggers
    85. 85. PRACE summary: Act• Content marketing is vital for cut-through in many markets to encourage consumer engagement and provide a fuel for outreach• Triggered or behavioural email marketing is effective to start relationship in many sectors• Understand customer journeys to make your messaging more effective
    86. 86. CONVERT Site design and UX CRO Customer journeys
    87. 87. Activity: improving site effectiveness• For each site please summarise – 1. Audiences targeted – 2. Key brand messages – Product or service offer – Online value proposition to encourage interaction and return? – 3. Key outcomes or Analytics goals• Group to feedback: – Examples of techniques where 1-3 are effective – Suggestions for improvements of 1-3
    88. 88. Bad design isn’t hard to find…
    89. 89. Q. Are we following persuasive design “best practices” Source: Jakob Nielsen useit.com
    90. 90. Persistent UX myth 1: 3 click rule Source: UIE
    91. 91. Persistent UX myth 2:Make the home page scrollable Source: CX Partners
    92. 92. Source: CX Partners
    93. 93. Persistent UX myth 3: The home page is most important to get right / optimiseIn 2003, 39 percent of the page views for a large research website were for the homepage. By 2009, it was down to 19 percent. In one month in 2008, of the 70,000 page views a technology site received, 22,000 were for the homepage. For the same month in 2010, of the 120,000 page views the site received, only 2,500 were for the homepage.Another technology website had roughly 10 percent of page viewsfor the homepage in 2008, and by 2010 it was down to 5 percent.One of the largest websites in the world had 25 percent of visitorscome to the homepage in 2005, but in 2010 only has 10 percent. Gerry McGovern: The Decline of the homepage
    94. 94. Q. Do we have a structured approach to improve site effectiveness
    95. 95. Source: Craig Sullivan independent survey
    96. 96. Leverage your analytics through granular analysis - content drilldown shows relative effectiveness of page types
    97. 97. How effective is your scent? Example SCENT TRAILS NEW CUSTOMER?<CUSTOMER-CENTRIC SERVICE NAMES> WHERE / HOW TO BUY? WHY CHOOSE US?
    98. 98. Are you appealing to different buying behaviours and motivations? • The Methodical focuses on HOW-type questions: – What are the details? – Whats the fine print? – How does this work? • The Humanistic focuses on WHO-type questions: – How will your product or service make me feel? – Who uses your products/service? – Who are you? Tell me who is on your staff, and let me see bios • The Spontaneous focuses on WHY- and sometimes WHEN-type questions: – How can you get me to what I need quickly? – Do you offer superior service? – Can I customize your product or service? • The Competitive focuses on WHAT-type questions: – What are your competitive advantages? – What makes you the superior choice? – What makes you a credible company?See http://www.grokdotcom.com/topics/copywritinghype2.htm
    99. 99. Effective home page examples
    100. 100. B2B example: The evolution of Salesforce landing pageshttp://www.smartinsights.com/blog/web-design/perfect-landing-page
    101. 101. Autoglass MVT case study - control
    102. 102. TV ComparisonTV - Off TV - On
    103. 103. Service message testing
    104. 104. Source: Craig Sullivan (Belron/Autoglass)
    105. 105. Mobile best practice? Source: Mobile marketing 2015
    106. 106. Key mobile marketing questionsBusiness Implementation• Q. Can we use mobile to • Email expand reach? – Should we support mobile?• Q. Will mobile • Website: increase sales? – Do we need a mobile• Q. How much will mobile version of our website? increase customer – Will mobile SEO help us? engagement? – Should we use Adwords mobile • Apps: – Should we create (apps?)
    107. 107. PRACE Summary: Conversion1. Use analytics to understand entry points, sources into site – path analysis.2. Define primary customer journeys and brand messages (don’t forget the OVP!)3. Use AB and MVT to optimise conversion4. Use feedback tools to assess and improve experience and what it adds to the brand5. Don’t forget offline journeys6. Invest in the right type of mobile experience
    108. 108.  ENGAGE  Customer comms  Social media  Mobile marketing
    109. 109. Parasuraman,A.;Berry,Leonard L.;Zeithaml,Valarie A.,“A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 1985, 49, 4, 41-50.
    110. 110. Q. How effective is our feedback cycle? Source: ACSI
    111. 111. Ask “Why” as well as “what” - use feedback tools Key Point iPerceptions http://www.4qsurvey.com “Bad web site. Difficult to find item as no search box provided for short cut” “I cant find any prices on your website” “Would like to see where I can buy products from” .Satisfaction : Intent toolshttp://bit.ly/smartfeedback
    112. 112. Gaining site and business innovation ideas through Uservoice
    113. 113. Your email marketing capability?Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
    114. 114. Example of dynamic content insertion Tip. Change order of offers or features according to segment to increase relevancePresented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion
    115. 115. Disclosed Demographics Cliniqueuse different stylesand tones for girlsand boys segments
    116. 116. Combing tech + social segmentation E.G. Receive MMS E.G. Receive Bill insert Source:
    117. 117. Source:Example – combined segments
    118. 118. Targeting customers based on value Customer Good customers Very good customers quality 15 % 15 % high One time shoppers Average customers with low potential low 60 % 10 % Customer low high potentialIndicators for customer quality Indicators for customer potentialOrder value per received catalogue Last date of purchaseOrder value per season Number of active seasonsGross margin in % of net sales Channel usage scoreReturns in % of order value Number of different product categories Source: Chris Poad, Otto, E-consultancy masterclass 2006
    119. 119. RF engagement scoring example Scoring: Recency Low 1 = > 24months 2 = 19-24 months 3 = 13-18 months 4 = 7-12 months 5 = 0-6 months High Frequency Low 1 = One purchases 2 = Two purchases 3 = Three 4 = Four 5 = Five High Note here boundaries are defined to illustrate behaviour. There are a different number in each groupSource: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue
    120. 120. Build in social sharinginto contact strategies Source: eCircle case study
    121. 121. PRACE Summary: Engage• Understand the “satisfaction gap” for your site and related customer service• Review approaches to email marketing targeting to deliver more relevant messages
    122. 122. All the best for your digital journey! Questions & discussion welcome • Blog www.smartinsights.com/bloguk.linkedin.com/in/davechaffey • Feeds www.feedburner.com/smartinsightsfacebook.com/smartinsights • E-newsletter www.smartinsights.comtwitter.com/smartinsights
    123. 123. Key E-campaign ingredient 1?
    124. 124. Buzz = “Big Idea” Engaging + Participative + Shareable• Example engagement devices: – Search boxes – Questions – Quizzes – Polls – Calculators – Interactive Q&A – Call-backs – Viral games
    125. 125. Key E-campaign ingredient 2Big idea connected to campaign goals
    126. 126. Key E-campaign ingredient 3?
    127. 127. www.tourismirelandtaxichallenge.com Tip. Give your campaign momentum, inertia! 135
    128. 128. How effective is our media planning?• Balancing Reach and Frequency: – Reach: percentage of people within a given universe who are exposed to a particular advertisement at least once within a given period of time. – Frequency: Number of times a unique web user is exposed to ad. – Effective Reach: percentage of the universe reached at a particular frequency. Tip: Ask agency to plan/report for Reach and Effective reach. Source: Atlas Institute Insights: http://www.atlassolutions.com/institute_marketinginsights.aspx
    129. 129. Key E-campaign ingredient 4?
    130. 130. Reach prospects and customers through your web or network
    131. 131. Key E-campaign ingredient 5?
    132. 132. Example of an optimised email sequence • 1. Generic branded follow-up email : +10% conversion rate. • 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. • 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
    133. 133. Social channel OVP • Recruiting to Twitter • via a prize draw • promoted in TwitterTip: Recruit to Twitter or FB via Email
    134. 134. Success factors According to Jas Dhaliwal Head of communities 1. Content Own + Curated 2. Community Listen to build better products and offer better service 3. Customer service Dedicated support channel – encourage to log ticket 4. Collaboration Encourage community to help othersView case study
    135. 135. Example of an integratedsocial media campaign
    136. 136. McKay case study
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