3. What is “best practice”
for managing digital marketing?
• A process?
• A technique?
• A mindset?
Need?
• A framework
• Capability review
• The right resources
6. About Dave Chaffey
• Books Online advice and consulting
www.smartinsights.com
Qualifications and training
www.theidm.com
Insights Director
www.clickthrough-marketing.com
8. 4Cs: 4Es:
• Coherence – different • Economical – Least cost to
communications are the use of financial and
logically connected. other resources, not
• Consistency – multiple wasteful
messages support and • Efficient – doing things
reinforce, and are not rights, competent, not
contradictory. wasteful
• Continuity – • Effective – Doing the right
communications are things, producing the
connected and consistent outcome required, not
through time. wasteful
• Complementary – • Enhancing – Improve;
synergistic, or the sum of augment; intensify
the parts is greater than the
whole!
13. Group common search behaviours
NOT keyword LISTS:
Need: treatment/surgery
Concerns: risks/costs
<Need> + <Qualifiers>
14. Q. Do we have adequate
keyphrase targeting for SEM?
17. 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 visitor
19. 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 brands
www.dulux.co.uk
21. Making the 3 layers work together
Transaction Interaction Reach
layer layer layer
Example:
Sneakerpedia
Source Nate Elliot, Analyst at Forrester Research
23. What is it?
“How a brand creates, delivers and governs original or curated
content to attract and retain customers, positioning the brand as a
credible expert and, ultimately, motivating a change in behaviour”
(Joe Pulizzi, Content Marketing Institute)
• Originated content
• Curated content
• Licensed content (and will
ideally share)
• User generated content
• (Interactive tools)
“...the [potential] customer needs evidence that we
understand their problem better than they do before
they’ll buy, share or recommend us...” @juntajoe CMI
33. 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. : )
Will you get the balance right?
Investment in CRO?
35. The foundation for
marketing optimisation
Source: Chaffey: Internet marketing strategy, implementation and practice, 5e
36. Grouping KPIs
Figure 9.4 The five diagnostic categories for e-marketing
measurement from the framework presented by Chaffey (2000)
37. Measure Reach Encourage Convert Engage customers
Audience Action incl lead To sale to retain and grow
generation
Tracking Unique visitors Online opportunity Online sales Email list quality
metrics New visitors (lead) volume volume Email
Visits Offline opportunity Offline sales engagement
Conversation (lead) volume volume quality
volume generated from generated from Transactions
online online
Performance Share of audience Page engagement Conversion rate Active customers
drivers 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 rate
Customer- Cost per click and Cost per lead Average order Lifetime value
centric KPIs cost per sale Customer satisfaction value Customer loyalty
Brand awareness Cost per sale index
Conversation Customer Customer
polarity satisfaction advocacy
(sentiment) Products per
customer
Business Audience share Goal value per visit Revenue per visit Retained sales
value 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
39. This month (Feb 2012) so far, I have sold 18 Merc C-
Class (to chose a significant car). That is a £30k car.
Payments will typically be more than £12,000 of payment
commitment over 3-years. Try converting and getting an
order for £12,000 from a website! Therefore I have to try
harder than most websites...
Yes, many people will take one look, or make one visit
and leave, never to come back. Many people complain
about retina burn etc. But, so what?
I *HAVE* to polarise visitors, and get them to choose
to stay or go. It's no good being average, no one would
commit to £12k of payments over 3 years if I was
average. So the argument that I get drop-off is very valid.
Source: Ling‟s cars and the art of persuading visitors to buy
41. Test SEVEN
Do you facilitate cross-
channel journeys?
Smart Insights: ROPO summary of Google case
43. Test EIGHT
Do you use the halo effect?
Source: Display from 36 to 40% of global advertising
44. Today’s customer moves through phases
display plays an important role at each phase of the purchase cycle
customer purchase funnel GDN features
audience engagement
awareness
contextual targeting
interest interest category /
similar users targeting
intent interest, remarketing
consideration
display + search
purchase
social display
loyalty
3 Google confidential
New forms of performance display
45. Test NINE
Do you attribute?
Any Click 1st Click Last Click Best Click
14/01 SEO
The first click or The last click or
15/01 MSN banner
view within the view which has
campaign defined the highest
23/01 PPC click window campaign
priority within the
defined click or
24/01 Tradedoubler view window
3/02 Email
4/02 Direct Without
deduplication, each The last click or
‘tracked’ campaign view
5/02 SEO
will report a whole
sale and claim full
commission
Hiscox example
46. Use Google Analytics
to understand true value
Measuring assists in Google Analytics
4
Google’s new social analytics 6
Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
OVP = Online Value Proposition
Identify qualifiers+ risks+ costs+ treatment
Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
http://www.smartinsights.com/goal-setting-evaluation/vision-setting/digital-and-social-media-transform-business/Social media is not just a channel, not just a set of tools, not just about acquiring new customers. Instead, a way to transform business