Optimising YourDigital Marketing Mix Dave Chaffey, Insights Director Presented at Technology for Marketing, London 24th February 2010
About Dave Chaffey Search &Conversion Advice &Learning Strategy consulting Best practice Qualifications Books
Agenda 2 1 4 3 6 5 8 7 The UK Digital Landscape in 2010 Do we REALLY understand our customers? How much budget should we invest in digital? What should our online mix look like? What’s hot? What’s not? Key campaign ingredients Summary Download presentation from: www.smartinsights.com/presentations
1. 2010 UK Digital Landscape Where should we be focusing our resources?
Q. Are we taking advantage of the reliable insight tools?
Analyse keyword type mix & contribution Source: Google UK
Identifying potential from in-depth analysis Using Excel VLOOKUP() to integrate data sources Learn from conversion rates, CPA and ROI stats. Identifying customer demand Tip: Produce a gap analysis Integrating paid and natural search
Q. Which terms are really driving success? Tip: Use a weighted attribution model
4 Showcase range of products (cross-sell) 5Reinforce key brand messages (99% won’t convert in single session) 6 Attract visitors = SEO Prominent Unique phone number for tracking 1 Incentivised Lead generation form 2 Key brand messages 3 Conversion goals+ OVP SEO Relevance headings0 4 Answer customers’ concerns 5 6
B2B example:The evolution of Salesforce landing pages tinyurl.com/salesforce-example
Create a budget model to identify breakeven What are you optimising on?
“Advanced” use of Analytics Tip: Use Advanced Segments and conversion goals and value in Google Analytics
Q. Is your Google Analytics installcustomised for your business? http://www.davechaffey.com/blog/web-analytics/customising-google-analytics-for-your-business New Smart Insights Guide: “Getting more value from Google Analytics” published March 2010.
Q. How do search and display integrate? 30-40% of all conversions arriving from a display impression, or click, are preceded with a paid search click. 10-15% of conversions that had a prior display impression had the last event as a paid search click. Source: Efficient Frontier Insights, http://tinyurl.com/search-display
4 Our digital channel mix? What should our mix be?
Q. How do we start create the right digital marketing mix? Start with your website goals and how to create value for your customers Research your online marketplace to define the most appropriate marketing mix for your digital strategy Integrate web analytics, on and offline conversion tracking and optimization so that campaign performance can be tracked and optimized. Implement the tactics that fit your goals best. Be flexible. Be agile! 1 2 3 4
2010 budget allocation to digital channels Source: Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report
Q. What’s everyone else doing? Digital in marketing mix % Digital mix categories % Digital spend Paid Search = Google Adwords Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC, Oct 2009
Q. What’s everyone else doing? Source: Forrester Blog May 4th 2009:http://blogs.forrester.com/marketing/2009/05/interactive-budgets-are-growing-at-the-expense-of-offline.html
Digital campaign essentials What should you try to build into every campaign?
Example multi message email campaign Remailing to opening-non converters Response increases by 25% for campaign First Campaign Open rate, 8 to 10% Conversion rate = 0.2% Second Campaign Open rate, 50 to 75% Conversion rate = 0.2% Tip. Repeat E-mailings where possible Source: E-consultancy Masterclass 2005 - BCA
Integrating messages cross channel Teaser e-mail. No online response Direct Mail Pre-mail, with online response Direct Mail Response increases, 100% for direct mail piece. Combined response from e-mail and direct mail is 125% better than no e-mail. Source: E-consultancy Masterclass 2005 - BCA
The 4 key areas of online PRAKA Social media strategy? Source: Dave Chaffey, presented to AdTech London, 2006
Vertical search targeting option:Geo-targeting through Google maps
Vertical search targeting option:Promoted videos or text ads
Not landing pages but conversion pathways! Segmented landing pages Practical Tip – Scent Trails and Conversion Pathways Consider options for providing alternative “conversion pathways” for different audiences Source: http://tinyurl.com/two-step-landing-pages and http://tinyurl.com/landing-page-myths |46
What’s not hot?But should be! = Back to basics
“Are you a publisher or a media owner?” A question…
Q. How much do we invest in content…and is it effective?
B2C and B2B Landing page examplesGoals = Engagement, Direct response, branding http://www.norgrencatalogue.com/uk/
Email still works incredibly well! http://www.davechaffey.com/blog/online-pr/social-media-dont-believe-the-hype
Email capability mapping Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
Example of dynamic content insertion Tip. Change order of offers or features according to segment to increase relevance Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
Q. How advanced is our email marketing?Assessing your email marketing capability http://www.davechaffey.com/blog/email-marketing/how-advanced-is-your-email-marketing
Q. How are using event-triggered emailsto support the customer lifecycle? Source: Econsultancy Email Marketing Census 2009
Branded welcome, registration triggered e-mails “Learn more through time” “Watch, don’t ask”
Integrating your email newsletter with social media: a virtuous circle 1. Blog Automatic feed with Feedburner Cherrypick most popular topics Track with Google Analytics 2. RSS Feed 5. Email Newsletter Manual update or automatic with Twitterfeed Track with GA or ESP system Track with Feedburner & Google Analytics 3. Company Twitter 4. Facebook Fan page Automatic withTwitter app Track with bit.ly Track with bit.ly
Email behavioural targeting : “Recognition of activity” Recognition of …. Browse or search Previous Purchase, +7, +14, +21 days +14d
Summary – digital marketing in 140 characters Digital marketing = Goals +Strategy +Website +SEO +PPC +Email +Blogs +Twitter +Facebook +Video +E-PR +Slidecasts +Conversions +Analytics =Success Thanks! @andylloydgordon
ModellingEffectiveness‘Doing the Right Thing’Research and Analysis Optimisation Efficiency‘Doing the Thing Right’Continuous improvement Automation Efficiency‘Doing the Thing Right’Automated tools A final question…Q. How agile are you? “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”
Pay Per Click Marketing: Best Practice Book At the end of March ClickThrough will be publishing our second Marketers Checklist book. This will explore current best practice in PPC, and address the most recent changes to the AdWords interface. If you are interested in receiving a copy of this book then please speak to me afterwards.