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Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
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Optimising Your Digital Marketing Mix

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Digital Marketing Mix Keynote Technology for Marketing and Advertising 2010 by Dave Chaffey

Digital Marketing Mix Keynote Technology for Marketing and Advertising 2010 by Dave Chaffey

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  • Advertisers who participated in the click-to-call beta have seen very positive results, ranging from5-30%increase in click-through rates.
  • Transcript

    • 1. Optimising YourDigital Marketing Mix<br />Dave Chaffey, Insights Director<br />Presented at Technology for Marketing, London<br />24th February 2010<br />
    • 2. About Dave Chaffey<br />Search &Conversion<br />Advice &Learning<br />Strategy<br />consulting<br />Best practice<br />Qualifications<br />Books<br />
    • 3. Agenda<br />2<br />1<br />4<br />3<br />6<br />5<br />8<br />7<br /> The UK Digital Landscape in 2010<br /> Do we REALLY understand our customers? <br /> How much budget should we invest in digital?<br /> What should our online mix look like?<br /> What’s hot?<br /> What’s not?<br /> Key campaign ingredients<br />Summary<br />Download presentation from: www.smartinsights.com/presentations<br />
    • 4. 1. 2010 UK Digital Landscape<br />Where should we be focusing our resources?<br />
    • 5. Which planets are you on?<br />
    • 6. Recommendation: Audit to market map your sector<br />Tip: Review how you exploit “the long tail”<br />
    • 7. How social are we?<br />
    • 8. 2. Do we REALLY understand our customers?<br />
    • 9. Understanding online search behaviours<br />‘Explorer’<br />Browsing<br />‘Hunter’Researching<br />‘Tracker’Completing<br />Define<br />requirements<br />Select supplier(enquire)<br />‘What’s out<br />there’<br />Destination purchase(buy)<br />Assess <br />supplier<br />capabilities<br />‘Inspireme’<br />Undirected, exploratory<br />Directed goal-oriented<br />www.davechaffey.com/SEO-Best-Practice/Using-the-AOL-data-leak-for-SEO<br />www.youtube.com/watch?v=hb0ef6NhY74<br />
    • 10. http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html<br />
    • 11. Q. Are we taking advantage of the reliable insight tools?<br />
    • 12. Analyse keyword type mix & contribution<br />Source: Google UK<br />
    • 13. Identifying potential from in-depth analysis<br />Using Excel VLOOKUP() to integrate data sources<br />Learn from conversion rates, CPA and ROI stats.<br />Identifying customer demand<br />Tip: Produce a gap analysis <br />Integrating paid and natural search<br />
    • 14. Q. Which terms are really driving success?<br />Tip: Use a weighted attribution model<br />
    • 15. 3. How much budget for digital?<br />It depends…<br />
    • 16. 2010 Proportion of Marketing budget in digital<br />Source:  Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report<br />
    • 17. Start with your goals Q. Are we clear on our objectives for each search and visit?<br />Generate sale or lead (on & <br /> offline)<br /><ul><li>Visit conversion rate
    • 18. Lead – E-mail address
    • 19. Call back</li></ul>2 Engage audience<br /><ul><li>Reduce bounce rate
    • 20. Increase value events
    • 21. Increase return rate</li></ul>3 Answer the visitors’ questions:<br /><ul><li>Entry or subsequent page
    • 22. New to company
    • 23. Customer or prospect
    • 24. Targeted segments</li></ul>4 Showcase range of products (cross-sell)<br />5Reinforce key brand messages (99% won’t convert in single <br /> session)<br />6 Attract visitors = SEO <br />Prominent Unique phone number for tracking<br />1<br />Incentivised<br />Lead generation <br />form <br />2<br />Key brand messages<br />3<br />Conversion goals+ OVP<br />SEO Relevance headings0<br />4<br />Answer customers’ concerns<br />5<br />6<br />
    • 25. B2B example:The evolution of Salesforce landing pages<br />tinyurl.com/salesforce-example<br />
    • 26. Create a budget model to identify breakeven<br />What are you optimising on?<br /><ul><li>CTR
    • 27. CPA (CPS)
    • 28. Profitability</li></ul>See www.davechaffey.com/Spreadsheets<br />
    • 29. “Advanced” use of Analytics<br />Tip: Use Advanced Segments and conversion goals and value in Google Analytics<br />
    • 30. Q. Is your Google Analytics installcustomised for your business?<br />http://www.davechaffey.com/blog/web-analytics/customising-google-analytics-for-your-business<br />New Smart Insights Guide: “Getting more value from Google Analytics” published March 2010. <br />
    • 31. Q. How do search and display integrate?<br />30-40% of all conversions arriving from a display impression, or click, are preceded with a paid search click.<br />10-15% of conversions that had a prior display impression had the last event as a paid search click.<br />Source: Efficient Frontier Insights, <br />http://tinyurl.com/search-display<br />
    • 32. Q. Are we tracking offline calls?<br />
    • 33. 4 Our digital channel mix? <br />What should our mix be?<br />
    • 34. Q. How do we start create the right <br />digital marketing mix?<br />Start with your website goals<br />and how to create value for <br />your customers<br />Research your online<br />marketplace to define the<br />most appropriate marketing<br />mix for your digital strategy<br />Integrate web analytics, on <br />and offline conversion tracking<br />and optimization so that<br />campaign performance can be<br />tracked and optimized.<br />Implement the tactics that fit<br />your goals best. Be flexible. <br />Be agile!<br />1<br />2<br />3<br />4<br />
    • 35. 2010 budget allocation to digital channels<br />Source:  Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report<br />
    • 36. Q. What’s everyone else doing?<br />Digital in marketing mix % <br />Digital mix categories % <br />Digital<br />spend<br />Paid Search <br />= Google Adwords<br />Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC, Oct 2009<br />
    • 37. Q. What’s everyone else doing?<br />Source: Forrester Blog May 4th 2009:http://blogs.forrester.com/marketing/2009/05/interactive-budgets-are-growing-at-the-expense-of-offline.html<br />
    • 38. Digital campaign essentials<br />What should you try to build into every campaign?<br />
    • 39. Key campaign ingredient 1?<br />
    • 40. Buzz = Engaging + Participative<br />Example engagement devices:<br />Search boxes <br />Questions <br />Quizzes<br />Polls<br />Calculators<br />Interactive Q&A<br />Call-backs<br />Viral games<br />
    • 41. Key e-campaign ingredient 2?<br />
    • 42. Continuous campaign examples<br />www.tourismirelandtaxichallenge.com<br />Tip. Give your campaign momentum, inertia!<br />33<br />
    • 43. Key e-campaign ingredient 3?<br />
    • 44. Example multi message email campaign<br />Remailing to opening-non converters<br />Response increases by 25% for campaign<br />First Campaign<br />Open rate, 8 to 10%<br />Conversion rate = 0.2%<br />Second Campaign<br />Open rate, 50 to 75%<br />Conversion rate = 0.2%<br />Tip. Repeat E-mailings where possible<br />Source: E-consultancy Masterclass 2005 - BCA<br />
    • 45. Key campaign ingredient 4?<br />
    • 46. Reach prospects and customers through your web or network<br />
    • 47. Key campaign ingredient 6<br />Tip. Review offline “Drive to Web” effectiveness<br />
    • 48. Integrating messages cross channel<br />Teaser e-mail. No online response<br />Direct Mail<br />Pre-mail, with online response<br />Direct Mail<br />Response increases, 100% for direct mail piece.<br />Combined response from e-mail and direct mail is 125% better than no e-mail.<br />Source: E-consultancy Masterclass 2005 - BCA<br />
    • 49. What’s hot?<br />= What’s everyone doing?<br />
    • 50. Social media tactics employed<br />Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia<br />
    • 51. Q. Does the Meerkat experience apply to us?<br />
    • 52. The 4 key areas of online PRAKA Social media strategy?<br />Source: Dave Chaffey, presented to AdTech London, 2006<br />
    • 53. Vertical search targeting option:Geo-targeting through Google maps<br />
    • 54. Vertical search targeting option:Promoted videos or text ads<br />
    • 55. Not landing pages but conversion pathways! Segmented landing pages<br />Practical Tip – Scent Trails and Conversion Pathways<br />Consider options for providing alternative “conversion pathways” for different audiences<br />Source: http://tinyurl.com/two-step-landing-pages and http://tinyurl.com/landing-page-myths<br />|46<br />
    • 56. What’s not hot?But should be!<br />= Back to basics<br />
    • 57. “Are you a publisher or a media owner?”<br />A question…<br />
    • 58. http://www.ruderfinn.com/rfrelate/intent/intent-index.html<br />
    • 59. Q. How much do we invest in content…and is it effective?<br />
    • 60. B2C and B2B Landing page examplesGoals = Engagement, Direct response, branding<br />http://www.norgrencatalogue.com/uk/<br />
    • 61. Email still works incredibly well!<br />http://www.davechaffey.com/blog/online-pr/social-media-dont-believe-the-hype<br />
    • 62. Email capability mapping<br />Presented by Grant Baillie of Argos at 2008 <br />Email marketing conference, with permission<br />
    • 63. Example of dynamic content insertion<br />Tip. Change order of offers or features according to segment to increase relevance<br />Presented by Grant Baillie of Argos at 2008 <br />Email marketing conference, with permission<br />
    • 64. Q. How advanced is our email marketing?Assessing your email marketing capability<br />http://www.davechaffey.com/blog/email-marketing/how-advanced-is-your-email-marketing<br />
    • 65. Q. How are using event-triggered emailsto support the customer lifecycle?<br />Source: Econsultancy Email Marketing Census 2009<br />
    • 66. Branded welcome, registration triggered e-mails<br />“Learn more through time”<br />“Watch, don’t ask”<br />
    • 67. Integrating your email newsletter with social media: a virtuous circle<br />1. Blog<br />Automatic feed<br />with Feedburner<br />Cherrypick<br />most popular<br />topics<br />Track with <br />Google Analytics<br />2. RSS Feed<br />5. Email<br />Newsletter<br />Manual update<br />or automatic<br />with<br />Twitterfeed<br />Track with <br />GA or ESP system<br />Track with Feedburner & Google Analytics<br />3. Company <br />Twitter<br />4. Facebook<br />Fan page<br />Automatic withTwitter app<br />Track with bit.ly<br />Track with bit.ly<br />
    • 68. Email behavioural targeting : “Recognition of activity”<br />Recognition of ….<br />Browse or search<br />Previous Purchase, +7, +14, <br />+21 days<br />+14d<br />
    • 69. Summary – digital marketing in 140 characters<br />Digital marketing = <br />Goals<br />+Strategy<br />+Website<br />+SEO<br />+PPC<br />+Email<br />+Blogs<br />+Twitter<br />+Facebook<br />+Video<br />+E-PR<br />+Slidecasts<br />+Conversions<br />+Analytics<br />=Success<br />Thanks! @andylloydgordon<br />
    • 70. ModellingEffectiveness‘Doing the Right Thing’Research and Analysis<br />Optimisation<br />Efficiency‘Doing the Thing Right’Continuous improvement<br />Automation<br />Efficiency‘Doing the Thing Right’Automated tools<br />A final question…Q. How agile are you?<br />“It is not the strongest of the species that survives, nor the most intelligent that survives. <br />It is the one that is the most adaptable to change.”<br />
    • 71. Pay Per Click Marketing: Best Practice Book<br />At the end of March ClickThrough will be publishing our second Marketers Checklist book.<br />This will explore current best practice in PPC, and address the most recent changes to the AdWords interface.<br />If you are interested in receiving a copy of this book then please speak to me afterwards.<br />
    • 72. Any Questions?<br />
    • 73. Let’s Connect! Questions & discussion welcome<br />uk.linkedin.com/in/davechaffey<br />www.facebook.com/davechaffey<br />www.twitter.com/DaveChaffey<br />Blog<br />www.smartinsights.com/blog<br />Presentations<br />www.smartinsights.com/presentations <br />EmailNewsletter<br />www.smartinsights.com<br />

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