SlideShare a Scribd company logo
1 of 56
Download to read offline
12 tests for
managing
digital
marketing
successfully
Dr Dave Chaffey
CEO: SmartInsights.com




Download
presentation:SmartInsights.com/managedig
ital
Managing Digital Marketing
What is “best practice”
for managing digital marketing?

• A process?
• A technique?
• A mindset?

 Need?
• A framework
• Capability review
• The right resources
Digital marketing
   frameworks
Case study
About Dave Chaffey
• Books    Online advice and consulting
             www.smartinsights.com




           Qualifications and training
             www.theidm.com




           Insights Director
             www.clickthrough-marketing.com
Test ONE
Basic IMC foundations
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!
Not easy…. Need:

1. Contact rules (email)
2. Personalisation rules (site)
3. Conversation calendars
(social)
 PLAN




Consistent OVP by journey
OVP by channel
Test TWO
Customer insight > Personas
Group common search behaviours

      NOT keyword LISTS:

     Need: treatment/surgery
      Concerns: risks/costs

     <Need> + <Qualifiers>
Q. Do we have adequate
keyphrase targeting for SEM?
Managing Digital Marketing
Managing Digital Marketing
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
Managing Digital Marketing
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
Test THREE
Decision journey analysis
   FROM THIS                                    TO THIS




   Source: Nate Elliot, Analyst at Forrester Research
Making the 3 layers work together


                        Transaction   Interaction   Reach
                           layer         layer       layer




                                                              Example:
                                                             Sneakerpedia




    Source Nate Elliot, Analyst at Forrester Research
Test FOUR
Do you have a
content marketing strategy?
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
Managing Digital Marketing
Matrix




Presentation title   Author's name   17 October, 2012   Confidential
Source: Coke 2020
Test FIVE
Do you have a
mobile platform strategy?
Source: Craig Sullivan (Belron/Autoglass)
Managing Digital Marketing
Managing Digital Marketing
Social CRM?
Managing Digital Marketing
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?
Test SIX
Do you CRO?




Source:
The foundation for
                marketing optimisation




Source: Chaffey: Internet marketing strategy, implementation and practice, 5e
Grouping KPIs




Figure 9.4 The five diagnostic categories for e-marketing
measurement from the framework presented by Chaffey (2000)
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
Ling’s Cars




              Ling‟s Cars
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
Managing Digital Marketing
Test SEVEN
Do you facilitate cross-
channel journeys?




Smart Insights: ROPO summary of Google case
Managing Digital Marketing
Test EIGHT
 Do you use the halo effect?




Source: Display from 36 to 40% of global advertising
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
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
Use Google Analytics
to understand true value




    Measuring assists in Google Analytics
                                            4
        Google’s new social analytics       6
Test TEN
Do you Google+?
Google+ matters (to SEO)
H&M + Google+




  Case study
Test ELEVEN
Governance?




Source: Shane Diffily
https://www.mckinseyquarterly.com/Strategy/Strategic_Thinking/Enduring_ideas_The_7-S_Framework_2123
The Journey:
                Capability maturity review
                     gives context
                    Strategy process
                                              Structure:            Senior
E-commerce          and performance                                                       Marketing      Online marketing
                                            Location of E-        management
maturity stage        improvement                                                        integration          focus
                                             commerce               buy-in
                         process
Stage 1.                                     Uncontrolled                                                    Content:
                           Limited                                    Limited              Discrete
Unplanned                                   experimentation                                                Brochureware

Stage 2.
Stage 1.                 Low-level                                                        Common                Traffic:
Diffuse                                         Diffuse               Aware
Unplanned                objectives                                                       initiatives     visitor acquisition
management
Stage 3.                   Specific                                                                         Conversion &
Stage 1.                                                                               Annual planning
Centralised            organisational         Centralised            Involved                                 customer
Unplanned                                                                               collaboration
management                objectives                                                                         experience
Stage 4.                   Refined
Stage 1.                                                             Driving
Decentralised          online channel        Decentralised                               Partnership          Retention
Unplanned                                                          performance
operations              improvement
Stage 5.                 Integrated
Stage 1.                                                                                                   Whole lifecycle
Integrated &            multi-channel          Integrated             Integral            Complete
Unplanned                                                                                                   optimisation
optimised               improvement




            Source: E-consultancy (2005) report „Managing an E-commerce team‟ Author: Dave Chaffey
Take a health check!




          http://bit.ly/smarthealthcheck
Test TWELVE
 Defined
 vision?




Source: Smart Insights – Burberry / Rossignol case
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
Let’s Connect!
                   Questions & discussion welcome


                                           • Blog
uk.linkedin.com/in/davechaffey
                                           www.smartinsights.com/blog



www.facebook.com/davechaffey
                                           • Feeds
                                           www.feedburner.com/smartinsights


                                           • Email Newsletter
www.twitter.com/DaveChaffey                www.smartinsights.com


Download
presentation:SmartInsights.com/managedig
ital

More Related Content

Viewers also liked

5 things that still surprise me about Digital Marketing today
5 things that still surprise me about Digital Marketing today5 things that still surprise me about Digital Marketing today
5 things that still surprise me about Digital Marketing todayDave Chaffey
 
10 Digital Marketing Essentials for any type of business
10 Digital Marketing Essentials for any type of business 10 Digital Marketing Essentials for any type of business
10 Digital Marketing Essentials for any type of business Dave Chaffey
 
Mobile marketing strategies
Mobile marketing strategies  Mobile marketing strategies
Mobile marketing strategies Dave Chaffey
 
W14 cutting carbon locally - dave allport
W14   cutting carbon locally - dave allportW14   cutting carbon locally - dave allport
W14 cutting carbon locally - dave allportlgconf11
 
BBMN Shane Carnell-Xu: How to Convert and Retain Followers of Your Brand
BBMN Shane Carnell-Xu: How to Convert and Retain Followers of Your BrandBBMN Shane Carnell-Xu: How to Convert and Retain Followers of Your Brand
BBMN Shane Carnell-Xu: How to Convert and Retain Followers of Your BrandCloud Heroes
 
Optimize acquisition of qualified CRM profiles
Optimize acquisition of qualified CRM profilesOptimize acquisition of qualified CRM profiles
Optimize acquisition of qualified CRM profilesQuentin Paquot
 
User Acquisition Presentation from the Merkle CRM Summit
User Acquisition Presentation from the Merkle CRM Summit User Acquisition Presentation from the Merkle CRM Summit
User Acquisition Presentation from the Merkle CRM Summit Brian Tudor
 
Best Buy Digital Recommendations
Best Buy Digital RecommendationsBest Buy Digital Recommendations
Best Buy Digital RecommendationsErica May
 
Building Your Digital Footprint
Building Your Digital FootprintBuilding Your Digital Footprint
Building Your Digital FootprintLisa DuBois Low
 
the role of art and hacking in developing and 21st century skills by look...
 the role of art and hacking  in developing  and 21st century skills  by look... the role of art and hacking  in developing  and 21st century skills  by look...
the role of art and hacking in developing and 21st century skills by look...Tomi Dufva
 
CRM_CustomerAquisition_LeaLe20
CRM_CustomerAquisition_LeaLe20CRM_CustomerAquisition_LeaLe20
CRM_CustomerAquisition_LeaLe20TRUC_LE
 
UKSG webinar - Current Research Information Systems (CRIS): What are they and...
UKSG webinar - Current Research Information Systems (CRIS): What are they and...UKSG webinar - Current Research Information Systems (CRIS): What are they and...
UKSG webinar - Current Research Information Systems (CRIS): What are they and...UKSG: connecting the knowledge community
 
Leveraging Best Practice Methods in an Age of Digital Transformation - Slides
Leveraging Best Practice Methods in an Age of Digital Transformation - SlidesLeveraging Best Practice Methods in an Age of Digital Transformation - Slides
Leveraging Best Practice Methods in an Age of Digital Transformation - SlidesGoogle
 

Viewers also liked (16)

5 things that still surprise me about Digital Marketing today
5 things that still surprise me about Digital Marketing today5 things that still surprise me about Digital Marketing today
5 things that still surprise me about Digital Marketing today
 
10 Digital Marketing Essentials for any type of business
10 Digital Marketing Essentials for any type of business 10 Digital Marketing Essentials for any type of business
10 Digital Marketing Essentials for any type of business
 
Mobile marketing strategies
Mobile marketing strategies  Mobile marketing strategies
Mobile marketing strategies
 
Expansión Article LG
Expansión Article LGExpansión Article LG
Expansión Article LG
 
W14 cutting carbon locally - dave allport
W14   cutting carbon locally - dave allportW14   cutting carbon locally - dave allport
W14 cutting carbon locally - dave allport
 
BBMN Shane Carnell-Xu: How to Convert and Retain Followers of Your Brand
BBMN Shane Carnell-Xu: How to Convert and Retain Followers of Your BrandBBMN Shane Carnell-Xu: How to Convert and Retain Followers of Your Brand
BBMN Shane Carnell-Xu: How to Convert and Retain Followers of Your Brand
 
Autosure
AutosureAutosure
Autosure
 
Optimize acquisition of qualified CRM profiles
Optimize acquisition of qualified CRM profilesOptimize acquisition of qualified CRM profiles
Optimize acquisition of qualified CRM profiles
 
Volunteer handbook
Volunteer handbookVolunteer handbook
Volunteer handbook
 
User Acquisition Presentation from the Merkle CRM Summit
User Acquisition Presentation from the Merkle CRM Summit User Acquisition Presentation from the Merkle CRM Summit
User Acquisition Presentation from the Merkle CRM Summit
 
Best Buy Digital Recommendations
Best Buy Digital RecommendationsBest Buy Digital Recommendations
Best Buy Digital Recommendations
 
Building Your Digital Footprint
Building Your Digital FootprintBuilding Your Digital Footprint
Building Your Digital Footprint
 
the role of art and hacking in developing and 21st century skills by look...
 the role of art and hacking  in developing  and 21st century skills  by look... the role of art and hacking  in developing  and 21st century skills  by look...
the role of art and hacking in developing and 21st century skills by look...
 
CRM_CustomerAquisition_LeaLe20
CRM_CustomerAquisition_LeaLe20CRM_CustomerAquisition_LeaLe20
CRM_CustomerAquisition_LeaLe20
 
UKSG webinar - Current Research Information Systems (CRIS): What are they and...
UKSG webinar - Current Research Information Systems (CRIS): What are they and...UKSG webinar - Current Research Information Systems (CRIS): What are they and...
UKSG webinar - Current Research Information Systems (CRIS): What are they and...
 
Leveraging Best Practice Methods in an Age of Digital Transformation - Slides
Leveraging Best Practice Methods in an Age of Digital Transformation - SlidesLeveraging Best Practice Methods in an Age of Digital Transformation - Slides
Leveraging Best Practice Methods in an Age of Digital Transformation - Slides
 

More from Dave Chaffey

Innovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trendsInnovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
 
Panel discussion: Create data-driven personalised experiences at moments that...
Panel discussion: Create data-driven personalised experiences at moments that...Panel discussion: Create data-driven personalised experiences at moments that...
Panel discussion: Create data-driven personalised experiences at moments that...Dave Chaffey
 
Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Dave Chaffey
 
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyInnovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
 
Actionable digital marketing trends for 2019
Actionable digital marketing trends for 2019Actionable digital marketing trends for 2019
Actionable digital marketing trends for 2019Dave Chaffey
 
2018 digital marketing trends - Dave Chaffey
2018 digital marketing trends - Dave Chaffey2018 digital marketing trends - Dave Chaffey
2018 digital marketing trends - Dave ChaffeyDave Chaffey
 
B2B Marketing Automation 2017
B2B Marketing Automation 2017B2B Marketing Automation 2017
B2B Marketing Automation 2017Dave Chaffey
 
Digital Marketing Trends 2015
Digital Marketing Trends 2015Digital Marketing Trends 2015
Digital Marketing Trends 2015Dave Chaffey
 
Reviewing email marketing capabilties
Reviewing email marketing capabiltiesReviewing email marketing capabilties
Reviewing email marketing capabiltiesDave Chaffey
 
Internet marketing workshop - Webforum 2014
Internet marketing workshop - Webforum 2014Internet marketing workshop - Webforum 2014
Internet marketing workshop - Webforum 2014Dave Chaffey
 
CXM - 10 practical techniques
CXM - 10 practical techniques CXM - 10 practical techniques
CXM - 10 practical techniques Dave Chaffey
 
Digital Marketing in Higher Education - 5 Strategic Success Factors
Digital Marketing in Higher Education - 5 Strategic Success FactorsDigital Marketing in Higher Education - 5 Strategic Success Factors
Digital Marketing in Higher Education - 5 Strategic Success FactorsDave Chaffey
 
Social media campaigns - 10 ingredients and examples for effective campaigns
Social media campaigns - 10 ingredients and examples for effective campaignsSocial media campaigns - 10 ingredients and examples for effective campaigns
Social media campaigns - 10 ingredients and examples for effective campaignsDave Chaffey
 
2014 Online Marketing Trends
2014 Online Marketing Trends2014 Online Marketing Trends
2014 Online Marketing TrendsDave Chaffey
 
Creating more relevant, more responsive more value Event-triggered Emails
Creating more relevant, more responsive more value Event-triggered EmailsCreating more relevant, more responsive more value Event-triggered Emails
Creating more relevant, more responsive more value Event-triggered EmailsDave Chaffey
 
Growing business through digital marketing
Growing business through digital marketingGrowing business through digital marketing
Growing business through digital marketingDave Chaffey
 
Creating an engaging Digital Strategy
Creating an engaging Digital StrategyCreating an engaging Digital Strategy
Creating an engaging Digital StrategyDave Chaffey
 
Creating a Winning Digital Stategy
Creating a Winning Digital Stategy Creating a Winning Digital Stategy
Creating a Winning Digital Stategy Dave Chaffey
 
Create a Business Marketing Plan
Create a Business Marketing PlanCreate a Business Marketing Plan
Create a Business Marketing PlanDave Chaffey
 
Content Marketing Priorities 2013
Content Marketing Priorities 2013Content Marketing Priorities 2013
Content Marketing Priorities 2013Dave Chaffey
 

More from Dave Chaffey (20)

Innovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trendsInnovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trends
 
Panel discussion: Create data-driven personalised experiences at moments that...
Panel discussion: Create data-driven personalised experiences at moments that...Panel discussion: Create data-driven personalised experiences at moments that...
Panel discussion: Create data-driven personalised experiences at moments that...
 
Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...
 
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyInnovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
 
Actionable digital marketing trends for 2019
Actionable digital marketing trends for 2019Actionable digital marketing trends for 2019
Actionable digital marketing trends for 2019
 
2018 digital marketing trends - Dave Chaffey
2018 digital marketing trends - Dave Chaffey2018 digital marketing trends - Dave Chaffey
2018 digital marketing trends - Dave Chaffey
 
B2B Marketing Automation 2017
B2B Marketing Automation 2017B2B Marketing Automation 2017
B2B Marketing Automation 2017
 
Digital Marketing Trends 2015
Digital Marketing Trends 2015Digital Marketing Trends 2015
Digital Marketing Trends 2015
 
Reviewing email marketing capabilties
Reviewing email marketing capabiltiesReviewing email marketing capabilties
Reviewing email marketing capabilties
 
Internet marketing workshop - Webforum 2014
Internet marketing workshop - Webforum 2014Internet marketing workshop - Webforum 2014
Internet marketing workshop - Webforum 2014
 
CXM - 10 practical techniques
CXM - 10 practical techniques CXM - 10 practical techniques
CXM - 10 practical techniques
 
Digital Marketing in Higher Education - 5 Strategic Success Factors
Digital Marketing in Higher Education - 5 Strategic Success FactorsDigital Marketing in Higher Education - 5 Strategic Success Factors
Digital Marketing in Higher Education - 5 Strategic Success Factors
 
Social media campaigns - 10 ingredients and examples for effective campaigns
Social media campaigns - 10 ingredients and examples for effective campaignsSocial media campaigns - 10 ingredients and examples for effective campaigns
Social media campaigns - 10 ingredients and examples for effective campaigns
 
2014 Online Marketing Trends
2014 Online Marketing Trends2014 Online Marketing Trends
2014 Online Marketing Trends
 
Creating more relevant, more responsive more value Event-triggered Emails
Creating more relevant, more responsive more value Event-triggered EmailsCreating more relevant, more responsive more value Event-triggered Emails
Creating more relevant, more responsive more value Event-triggered Emails
 
Growing business through digital marketing
Growing business through digital marketingGrowing business through digital marketing
Growing business through digital marketing
 
Creating an engaging Digital Strategy
Creating an engaging Digital StrategyCreating an engaging Digital Strategy
Creating an engaging Digital Strategy
 
Creating a Winning Digital Stategy
Creating a Winning Digital Stategy Creating a Winning Digital Stategy
Creating a Winning Digital Stategy
 
Create a Business Marketing Plan
Create a Business Marketing PlanCreate a Business Marketing Plan
Create a Business Marketing Plan
 
Content Marketing Priorities 2013
Content Marketing Priorities 2013Content Marketing Priorities 2013
Content Marketing Priorities 2013
 

Recently uploaded

L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersPlan Writers
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningNaval Singh
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfmeftaul987
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"Adharsh45
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckHajeJanKamps
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi Tube
 
Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..ranjithapriya2
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxShainaMaheshwari1
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesLPI ONG
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdflebob12
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Businesstompeter3736
 
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...BilalAhmed717
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfjavenxxx01
 
Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelBhaviniSharma12
 
14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdfEni
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxPaulBryant58
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography inalexademileighpacal
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionRight Direction Aero
 
Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egyptopstechsanjanasingh
 

Recently uploaded (20)

L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan Writers
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda Learning
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdf
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
 
Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de Operaciones
 
WAM Corporate Presentation Mar 12 2024_Video.pdf
WAM Corporate Presentation Mar 12 2024_Video.pdfWAM Corporate Presentation Mar 12 2024_Video.pdf
WAM Corporate Presentation Mar 12 2024_Video.pdf
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdf
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Business
 
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
Project Work on Consumer Behavior in Fast Food Restaurants. Their behavior to...
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdf
 
Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business Model
 
14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography in
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right Direction
 
Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egypt
 

Managing Digital Marketing

  • 1. 12 tests for managing digital marketing successfully Dr Dave Chaffey CEO: SmartInsights.com Download presentation:SmartInsights.com/managedig ital
  • 3. What is “best practice” for managing digital marketing? • A process? • A technique? • A mindset? Need? • A framework • Capability review • The right resources
  • 4. Digital marketing frameworks
  • 6. About Dave Chaffey • Books  Online advice and consulting www.smartinsights.com  Qualifications and training www.theidm.com  Insights Director www.clickthrough-marketing.com
  • 7. Test ONE Basic IMC foundations
  • 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!
  • 9. Not easy…. Need: 1. Contact rules (email) 2. Personalisation rules (site) 3. Conversation calendars (social)
  • 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
  • 20. Test THREE Decision journey analysis FROM THIS TO THIS Source: Nate Elliot, Analyst at Forrester Research
  • 21. Making the 3 layers work together Transaction Interaction Reach layer layer layer Example: Sneakerpedia Source Nate Elliot, Analyst at Forrester Research
  • 22. Test FOUR Do you have a content marketing strategy?
  • 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
  • 25. Matrix Presentation title Author's name 17 October, 2012 Confidential
  • 27. Test FIVE Do you have a mobile platform strategy?
  • 28. Source: Craig Sullivan (Belron/Autoglass)
  • 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?
  • 34. Test SIX Do you CRO? Source:
  • 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
  • 38. Ling’s Cars Ling‟s Cars
  • 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
  • 47. Test TEN Do you Google+?
  • 49. H&M + Google+ Case study
  • 52. The Journey: Capability maturity review gives context Strategy process Structure: Senior E-commerce and performance Marketing Online marketing Location of E- management maturity stage improvement integration focus commerce buy-in process Stage 1. Uncontrolled Content: Limited Limited Discrete Unplanned experimentation Brochureware Stage 2. Stage 1. Low-level Common Traffic: Diffuse Diffuse Aware Unplanned objectives initiatives visitor acquisition management Stage 3. Specific Conversion & Stage 1. Annual planning Centralised organisational Centralised Involved customer Unplanned collaboration management objectives experience Stage 4. Refined Stage 1. Driving Decentralised online channel Decentralised Partnership Retention Unplanned performance operations improvement Stage 5. Integrated Stage 1. Whole lifecycle Integrated & multi-channel Integrated Integral Complete Unplanned optimisation optimised improvement Source: E-consultancy (2005) report „Managing an E-commerce team‟ Author: Dave Chaffey
  • 53. Take a health check! http://bit.ly/smarthealthcheck
  • 54. Test TWELVE Defined vision? Source: Smart Insights – Burberry / Rossignol case
  • 56. Let’s Connect! Questions & discussion welcome • Blog uk.linkedin.com/in/davechaffey www.smartinsights.com/blog www.facebook.com/davechaffey • Feeds www.feedburner.com/smartinsights • Email Newsletter www.twitter.com/DaveChaffey www.smartinsights.com Download presentation:SmartInsights.com/managedig ital

Editor's Notes

  1. A toolkit
  2. Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  3. OVP = Online Value Proposition
  4. Identify qualifiers+ risks+ costs+ treatment
  5. Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  6. Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  7. Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  8. Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  9. Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  10. 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