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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
      Dave Chaffey, Insights Director
      Presented at Technology for Marketing, London
      24th February 2010
    • 2. About Dave Chaffey
      Search &Conversion
      Advice &Learning
      Strategy
      consulting
      Best practice
      Qualifications
      Books
    • 3. 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
    • 4. 1. 2010 UK Digital Landscape
      Where should we be focusing our resources?
    • 5. Which planets are you on?
    • 6. Recommendation: Audit to market map your sector
      Tip: Review how you exploit “the long tail”
    • 7. How social are we?
    • 8. 2. Do we REALLY understand our customers?
    • 9. 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
    • 10. http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html
    • 11. Q. Are we taking advantage of the reliable insight tools?
    • 12. Analyse keyword type mix & contribution
      Source: Google UK
    • 13. 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
    • 14. Q. Which terms are really driving success?
      Tip: Use a weighted attribution model
    • 15. 3. How much budget for digital?
      It depends…
    • 16. 2010 Proportion of Marketing budget in digital
      Source:  Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report
    • 17. 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
      • 18. Lead – E-mail address
      • 19. Call back
      2 Engage audience
      • Reduce bounce rate
      • 20. Increase value events
      • 21. Increase return rate
      3 Answer the visitors’ questions:
      • Entry or subsequent page
      • 22. New to company
      • 23. Customer or prospect
      • 24. 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
    • 25. B2B example:The evolution of Salesforce landing pages
      tinyurl.com/salesforce-example
    • 26. Create a budget model to identify breakeven
      What are you optimising on?
      See www.davechaffey.com/Spreadsheets
    • 29. “Advanced” use of Analytics
      Tip: Use Advanced Segments and conversion goals and value in Google Analytics
    • 30. 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.
    • 31. 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
    • 32. Q. Are we tracking offline calls?
    • 33. 4 Our digital channel mix?
      What should our mix be?
    • 34. 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
    • 35. 2010 budget allocation to digital channels
      Source:  Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report
    • 36. 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
    • 37. 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
    • 38. Digital campaign essentials
      What should you try to build into every campaign?
    • 39. Key campaign ingredient 1?
    • 40. Buzz = Engaging + Participative
      Example engagement devices:
      Search boxes
      Questions
      Quizzes
      Polls
      Calculators
      Interactive Q&A
      Call-backs
      Viral games
    • 41. Key e-campaign ingredient 2?
    • 42. Continuous campaign examples
      www.tourismirelandtaxichallenge.com
      Tip. Give your campaign momentum, inertia!
      33
    • 43. Key e-campaign ingredient 3?
    • 44. 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
    • 45. Key campaign ingredient 4?
    • 46. Reach prospects and customers through your web or network
    • 47. Key campaign ingredient 6
      Tip. Review offline “Drive to Web” effectiveness
    • 48. 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
    • 49. What’s hot?
      = What’s everyone doing?
    • 50. Social media tactics employed
      Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia
    • 51. Q. Does the Meerkat experience apply to us?
    • 52. The 4 key areas of online PRAKA Social media strategy?
      Source: Dave Chaffey, presented to AdTech London, 2006
    • 53. Vertical search targeting option:Geo-targeting through Google maps
    • 54. Vertical search targeting option:Promoted videos or text ads
    • 55. 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
    • 56. What’s not hot?But should be!
      = Back to basics
    • 57. “Are you a publisher or a media owner?”
      A question…
    • 58. http://www.ruderfinn.com/rfrelate/intent/intent-index.html
    • 59. Q. How much do we invest in content…and is it effective?
    • 60. B2C and B2B Landing page examplesGoals = Engagement, Direct response, branding
      http://www.norgrencatalogue.com/uk/
    • 61. Email still works incredibly well!
      http://www.davechaffey.com/blog/online-pr/social-media-dont-believe-the-hype
    • 62. Email capability mapping
      Presented by Grant Baillie of Argos at 2008
      Email marketing conference, with permission
    • 63. 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
    • 64. 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
    • 65. Q. How are using event-triggered emailsto support the customer lifecycle?
      Source: Econsultancy Email Marketing Census 2009
    • 66. Branded welcome, registration triggered e-mails
      “Learn more through time”
      “Watch, don’t ask”
    • 67. 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
    • 68. Email behavioural targeting : “Recognition of activity”
      Recognition of ….
      Browse or search
      Previous Purchase, +7, +14,
      +21 days
      +14d
    • 69. 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
    • 70. 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.”
    • 71. 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.
    • 72. Any Questions?
    • 73. Let’s Connect! Questions & discussion welcome
      uk.linkedin.com/in/davechaffey
      www.facebook.com/davechaffey
      www.twitter.com/DaveChaffey
      Blog
      www.smartinsights.com/blog
      Presentations
      www.smartinsights.com/presentations
      EmailNewsletter
      www.smartinsights.com

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