Optimising Your Digital Marketing Mix

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?

Which planets are you on?

Recommendation: Audit to market map your sector
Tip: Review how you exploit “the long tail”

How social are we?

2. Do we REALLY understand our customers?

Understanding online search behaviours
‘Explorer’
Browsing
‘Hunter’Researching
‘Tracker’Completing
Define
requirements
Select supplier(enquire)
‘What’s out
there’
Destination purchase(buy)
Assess
supplier
capabilities
‘Inspireme’
Undirected, exploratory
Directed goal-oriented
www.davechaffey.com/SEO-Best-Practice/Using-the-AOL-data-leak-for-SEO
www.youtube.com/watch?v=hb0ef6NhY74

http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html

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

3. How much budget for digital?
It depends…

2010 Proportion of Marketing budget in digital
Source: Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report

Start with your goals Q. Are we clear on our objectives for each search and visit?
Generate sale or lead (on &
offline)
Visit conversion rate
Lead – E-mail address
Call back
2 Engage audience
Reduce bounce rate
Increase value events
Increase return rate
3 Answer the visitors’ questions:
Entry or subsequent page
New to company
Customer or prospect
Targeted segments
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?
CTR
CPA (CPS)
Profitability
See www.davechaffey.com/Spreadsheets

“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

Q. Are we tracking offline calls?

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?

Key campaign ingredient 1?

Buzz = Engaging + Participative
Example engagement devices:
Search boxes
Questions
Quizzes
Polls
Calculators
Interactive Q&A
Call-backs
Viral games

Key e-campaign ingredient 2?

Continuous campaign examples
www.tourismirelandtaxichallenge.com
Tip. Give your campaign momentum, inertia!
33

Key e-campaign ingredient 3?

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

Key campaign ingredient 4?

Reach prospects and customers through your web or network

Key campaign ingredient 6
Tip. Review offline “Drive to Web” effectiveness

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

What’s hot?
= What’s everyone doing?

Social media tactics employed
Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia

Q. Does the Meerkat experience apply to us?

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…

http://www.ruderfinn.com/rfrelate/intent/intent-index.html

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.

Any Questions?

Let’s Connect! Questions & discussion welcome
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
Blog
www.smartinsights.com/blog
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www.smartinsights.com/presentations
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www.smartinsights.com

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Optimising Your Digital Marketing Mix

by Dave Chaffey on Feb 23, 2010

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Optimising Your Digital Marketing Mix — Presentation Transcript