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.

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  • 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