The document outlines Dave Chaffey's presentation on developing a winning digital strategy. It discusses how digital marketing can help businesses grow in 2014 and examines which tactics, such as content marketing, email marketing, and social media marketing, are most likely to drive growth. It also addresses how to assess digital marketing capabilities, the importance of having a strategy and plan, resourcing digital marketing efforts, managing change and skills, and focusing on innovation and optimization. The presentation provides examples from companies like ASOS and Debenhams to illustrate digital marketing concepts and strategies.

1. 1
Developing a
Winning Digital
Strategy
For Webforum, Oslo.
Torsag 13. mars
Dr Dave Chaffey
CEO: SmartInsights.com

2. 2

3. 3

4. 4
About Dave Chaffey

5. 5
How will
digital marketing help
businesses grow in
2014?

6. 6
Growth example: ASOS.com

7. 7
International CRO at ASOS.com

8. 8

9. 9

10. 10

11. 11

12. 12
Example of an integrated
social media campaign

13. 13
What drives growth? Which tactic
will give your business the biggest
commercial benefits in 2014?
 1. Content marketing
 2. Conversion rate optimisation
 3. Email marketing
 4. Mobile marketing
 5. Search marketing (SEO and PPC)
 6. Social media marketing

14. 14

15. 15

16. 16
The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.

17. 17

18. 18
ONE
Digital marketing
Capabilities
McKinsey 7S Model

19. 19
How advanced are your digital
marketing capabilities?

20. 20
Investment in Brand OVP /Youtility
Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
OVP = Online Value Proposition
= Brand Adding Value to Audience
 Help me do my job / live my life
 Help me develop / learn
 Help Make me look good
 Help Entertain Me!
 Help me Select and Use Products
http://bit.ly/smartovp

21. 21
Capabilities
across RACE - Masterclass

22. 22
Strategy success factor
Measurement and Optimization are your foundation

23. 23

24. 24
http://www.youtube.com/watch?v=VRYbpfrrxbg

25. 25

26. 26
Autoglass mobile optimised site –
Mobile Value Proposition (MVP)
www.autoglass.co.uk
http://m.autoglass.co.uk

27. 27
TWO
Strategy and
Planning

28. 28

29. 29
Do you need a defined digital
strategy or plan?

30. 30

31. 31
Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013

32. 32

33. 33
Ling’s Cars
Ling’s Cars

34. 34
This month (Feb 2012) so far, I have sold 18 Merc C-
Class (to chose a significant car). That is a £30k car.
Payments will typically be more than £12,000 of payment
commitment over 3-years. Try converting and getting an
order for £12,000 from a website! Therefore I have to try
harder than most websites...
Yes, many people will take one look, or make one visit
and leave, never to come back. Many people complain
about retina burn etc. But, so what?
I *HAVE* to polarise visitors, and get them to choose
to stay or go. It's no good being average, no one would
commit to £12k of payments over 3 years if I was
average. So the argument that I get drop-off is very valid.
Source: Ling’s cars and the art of persuading visitors to buy

35. 35
THREE
Resourcing
Digital Marketing

36. 36

37. 37
Strategy success factor
Think global, act local

38. 38
http://www.youtube.com/watch?feature=player_embedded&v=Z19vR1GldRI

39. 39
Map your
customer
lifecycle
touchpoints
and
Optimise
:Halfords case study

40. 40

41. 41
Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013
Collected from 250 million
email opens
Litmus
% Email Opens across desktop and mobile
Litmus blog

42. 42
From T-Shaped to V-Shaped

43. 43
FOUR
Managing change
and skills
development

44. 44

45. 45

46. 46

47. 47

48. 48
FIVE
Innovation and
Optimisation

49. 49

50. 50

51. 51

52. 52

53. 53
Consumer digital platform
demand at Debenhams
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Total Hourly Demand by Device
Dotcom
iPad
Mobile
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

54. 54
88% Debenhams customers use mobile to browse vs. 12% purchase
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchase channels
Browse
Purchase
Mobile influencing store sales
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

55. 55
Barcode scanner driving mobile
interactions in store
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

56. 56
Reviewing satisfaction levels by
channel / platform
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

57. 57
The digital future?

58. 58
Let’s Connect!
Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools
 Sample planning templates
 Planning infographics
www.smartinsights.com/membership
Pro, Expert member learning
 7 Step Guides to all digital marketing
 Online courses
 DIY Planning and optimisation templates in
Word, Excel and Powerpoint
 www.smartinsights.com/membership/expert-
member-reasons
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/