Internet marketing workshop - Webforum 2014

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A workshop on Internet marketing for http://web-forum.no/ conference, Oslo, March 2014. Covers Customer Experience Management.

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  • A toolkit
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Ben Carter
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Customer Experience often starts here
  • Search continues to be a major driver of visits, leads and sales for many businesses, so it’s important that companies, or their agencies are on top of the latest changes in the Google algorithm. I recommend the 10 factors in the Search Engine Journal summary for the best practical guidance in 10 areas, you can look at the SEOmoz factors, but this is more technical, less practical.
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Superlative: Epic, awesome, nuclear content
  • 200 in initial period, but 200 doubled
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Internet marketing workshop - Webforum 2014

    1. 1. 1 Masterclass: Right Touching 10 practical CXM Techniques For Webforum, Oslo. Torsdag 13. mars Dr Dave Chaffey CEO: SmartInsights.com
    2. 2. 2 About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books now working on 5th editions • Responsive for CXM at SmartInsights.com a marketing advice site with Expert members in over 50 countries • Insights Director at agency ClickThrough Marketing
    3. 3. 3 Structure – examples to share?
    4. 4. 4 CXM is about effective customer communications “Right Touching” is: A Multi-channel Communications Strategy Customised for Individual Prospects and Customers Which… Delivers the Right Value Proposition Accompanied by the Right Message With the Right Tone At the Right Time With the Right Frequency and Interval Using the Right Media / Communications channels To achieve… The right balance of value between both parties Source: Dave Chaffey (2005, 2012): Digital Marketing Strategy: Implementation and Practice
    5. 5. 5 What is Customer Experience Management? Source: As defined by Forrester in 2011
    6. 6. 6 Do you have a person or team RESPONSIBLE FOR CXM?  Vote!
    7. 7. 7 Which is most useful for you to learn more about best practices?  1. Content marketing  2. Conversion rate optimisation (website)  3. Email marketing  4. Mobile marketing  5. Search marketing (SEO and PPC)  6. Social media marketing
    8. 8. 8 Start with a plan! Key success factors  Customer insight  Marketplace review  SMART objectives  Persona creation  Digital SWOT summary
    9. 9. 9 Technique 1 Digital-specific SWOT
    10. 10. 10  P / G  R  A  C  E
    11. 11. 11 SWOT-TOWS activity: Selecting the right content types  Purpose  To define your challenges, opportunities and strategies to overcome them  Instructions / Process  1. Review internal strengths and weaknesses  2. Review external opportunities and threats  3. Define strategies  Timing  10 minutes!
    12. 12. 12
    13. 13. 13 Strategy success factor Apply customer insight
    14. 14. 14 Which criteria should we target on? Unknown Demographic profile data Lifestyle & psychographics Attitude & preferences Behaviour q Past purchase q Search term entered q Offer clicked Targetingvariablemost predictiveofresponse
    15. 15. 15 Targeting options to review? Targeting approaches Method 1. Classic profile-based demographic segmentation Target customer groupings according to their characteristics & motivations 2. Customer value Assess customers by current and future value potential 3. Audience personas Target 2-10 typical customer journeys 4. Customer lifecycle Target messages according to length of time using online services 5. Purchase and response behaviour Use “sense and respond” behavioual targeting based on RFM 6. Channel preference Communicate with customer in their preferred media (and according to value) 7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour.
    16. 16. 16 Tip – create a layered segmentation - an example from eBay
    17. 17. 17 Disclosed Demographics Clinique use different styles and tones for girls and boys segments
    18. 18. 18 Targeting customers based on value Customer potential Customer quality high low low high One time shoppers with low potential Average customers Good customers Very good customers 15 % 15 % 60 % 10 % Indicators for customer quality Indicators for customer potential Order value per received catalogue Order value per season Gross margin in % of net sales Returns in % of order value Last date of purchase Number of active seasons Channel usage score Number of different product categories Source: Chris Poad, Otto, E-consultancy masterclass 2006
    19. 19. 19
    20. 20. 20 Targeting by Lifecycle personalisation – typically using event-triggered email First-time visitor Return visitor Registered visitor Purchased once Newly registered visitor Purchased Active Purchased Inactive Tesco.com •“Logged-on” •“Cautionary” •“Developing” •“Established” •“Dedicated” •“Logged-off”
    21. 21. 21 BT - It’s all about past actions… “Recognition of activity” Purchase Dispatched +7d +14d +21d Recognition of previous purchase
    22. 22. 22 RF engagement scoring example Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue Scoring: Recency Low 1 = > 24months 2 = 19-24 months 3 = 13-18 months 4 = 7-12 months 5 = 0-6 months High Frequency Low 1 = One purchases 2 = Two purchases 3 = Three 4 = Four 5 = Five High Note here boundaries are defined to illustrate behaviour. There are a different number in each group
    23. 23. 23 CXM Technique 2. Personas & Customer journey mapping Source: Boston Consulting Group
    24. 24. 24
    25. 25. 25 For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands www.dulux.co.uk
    26. 26. 26 Use on/offline personas
    27. 27. 27See Forrester.com
    28. 28. 28 Strategy success factor Define value you offer
    29. 29. 29 Betfair’s Mobile Value Proposition (MVP) https://touch.betfair.com Betfair‟s mobile app generated £1 billion of bets in the last financial year. 168,000 used it‟s app, a 122 percent increase. For 2012 c £2 billion, 15% of revenue 275,000 app users. Half of all UK customers have placed bet.
    30. 30. 30 Create a top-level Dashboard B2B Example. Value?? Source: Michael Brenner
    31. 31. 31 n Searches % Brand Reach Awareness and visits Unique visitors Bounce rate Revenue per visit Page views/ visit Act Interaction and leads nLeads % Conversion to lead Goal value per visit Average order value Convert Sales and profit nSales % Conversion to sale Sales value n Brand mentions Engage Loyalty and advocacy % active customers % Customer conversion % existing sales value Volume Quality Value Actionable RACE dashboard
    32. 32. 32 What are the GOALS for our site? | 32 • Brochure thank you • Value assigned: • E.G £3 • Call back page • E.G. £4 • Taster page • E.G. £9 Call tracking with GA
    33. 33. 33 Example assigning value to goals Practical B2B Tip: Assign value to Goals when leads generated
    34. 34. 34 Measure your full funnel  Measure top of funnel  Find pages and template CTAs which drive visitors down funnel  We use a custom report (horizontal)  Using testing to optimise bottom of funnel
    35. 35. 35
    36. 36. 36 Example tracked lead gen form
    37. 37. 37 Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing
    38. 38. 38 Technique 3. Targeted lifecycle media Effectiveness (potential sales volume) Investment(resourceneeded) SEO Long Tail AdWords Remarketing Facebook custom audiences AdWords Generic Social amplification Media related PR Influencer PR Integrated content campaigns Blog marketing Sponsored Tweets Instagram FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts Tip: Review Display Network and Remarketing options AdWords Tail AdWords PLA AdWords Mobile (Enhanced campaigns) SEO Generic
    39. 39. 39 Using POE media targeting to fit the customer journey: Select supplier (enquire) „Tracker‟ Completing „Hunter‟ Researching „Explorer‟ Browsing Directed goal-orientedUndirected, exploratory Destination purchase (buy) Define requirements Assess supplier capabilities „Inspire me‟ „What‟s out there‟ Source: Mike Baxter, Sales Logiq
    40. 40. 40 SEO strategy pillars : international business Goals and performance 1. Conversion model: Quality Engagements 2. Verify data source & analytics accuracy 3. Volume, quality, value trends analysis 4. Keyphrase gap analysis by model 5. Page-level analysis by model On-site SEO activities 1. On-page optimisation (TDKs*) 2. Internal linking 3. Duplicate content management 4. Content creation and SMO 5. Universal or blended search Off-site SEO activities 1. Backlink reconfiguration 2. Local content link-building 3. Local PR activity 4. Internal linking 5. Influencer outreach (SMO) *TDKs = Page <title>, Description, Keyphrases in copy, headings, images
    41. 41. 41 Brief SEM briefing = problems to avoid  SEO 1. Insufficient key phrase research and analysis 2. Index inclusion and coverage poor 3. Content owners / editors don‟t know rules of SEO 4. Insufficient unique content 5. Internal linking strategies not used 6. External link-building tactics weak  Pay Per Click Importance of QS not recognised, i.e. 1. Click through rate 2. Ad text relevance (copy) 3. Triggering text relevance 4. Landing page relevance and speed So, depends on brand, copywriting, account structure, match types (broad, phrase, negative) and testing.
    42. 42. 42  1. Content – requires depth and detail “Epic/Nuclear”  2. Different types of content give traction  3. Author authority and social signals matters  4. Links remain critical, but bar for quality keeps going up.  5. Diverse anchor text needed after Penguin  6. Great design matters  7. Guest posting comes under increased scrutiny  8. Social continues to exert a powerful influence  9. Mobile performance and compatibility matter  10. SEO is less tactics, more strategy Source: Search Engine Journal, MoZ ranking factors SEO Trends and Signals = Content, Author and Sharing quality
    43. 43. 43 Searchmetrics 2013 ranking factors  Hard to show, but shows that Keywords in text are relatively unimportant, but if all other factors are equal…Need to give that message
    44. 44. 44 http://moz.com/blog/ranking- factors-2013 - shows keywords still important
    45. 45. 45 How good is your checklist for content owners and editors?  Step 1. Aims for page  Main visitor type (s)  Page goals  Step 2. Which phrases?  Use Google Keyword Tool  Primary, secondary, tertiary  Step 3. Name document  Keyphrase1-Keyphrase2.html  Step 4. Title tag  Keyphrase dense : 15-25 chars  Step 5. Meta tags  Description < 300 characters  Keywords (Don‟t stuff) Step 6. Body copy Keyphrase density Use synonyms, don‟t SPAM Step 7. Heading styles H1 same or distinct from title H2,H3 – use secondary and tertiary phrases for long tail Step 8. Hyperlinks Include keyphrase in anchor text. Action verbs separate? Consider external links Step 9. Images Include alt and title text Provide caption Step 10. Optimize Track & Modify
    46. 46. 46 Step 4 and 5 – Are you engineering your Document meta data?  <title>  VERY IMPORTANT = Unique = Call-to-action  2-3 keyphrases on left, - brand on right  Google has around 60 characters= 8-10 words  <meta name=“description” = Unique = Call-to-action  FAIRLY IMPORTANT  4-5 keyphrases in natural English, c150 characters  <meta name=“keywords”  UNIMPORTANT  Include main target keyphrases comma separated  File name and directory structure  Use hyphens, include keywords, be sensible site:www.domain.com + keyphrase
    47. 47. 47 Identify Consumer search behaviours NOT keyword lists
    48. 48. 48
    49. 49. 49 Tip – use GWT to replace Not Provided
    50. 50. 50 Tip: Use paid and natural Site links to explain and persuade
    51. 51. 51 Increasing InterACTion Key success factors  Define key customer journeys for different platforms  Use Analytics to improve effectiveness  Select content to engage audience  Manage creation and promotion of content
    52. 52. 52 Technique 4. Relevant Scent  Vote!
    53. 53. 53 How effective is your scent? WHY CHOOSE US? WHERE / HOW TO BUY? NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> Example SCENT TRAILS
    54. 54. 54
    55. 55. 55 Does your experience align? Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren Customer persona toolkit: http://bit.ly/smartpersonas
    56. 56. 56 Choice limits motivation Research: Kiyengar and Lepper (2000)
    57. 57. 57 Sites focused on users’ top tasks www.volkswagen.co.uk www.barclaycard.co.uk
    58. 58. 58 Technique 5: Strategic Content Marketing http://bit.ly/smartercontent
    59. 59. 59 Does your content engage and persuade?
    60. 60. 60 Content audit activity: Selecting the right content types  Purpose  To create a process for relevant content type selection  Instructions / In pairs  1. Review existing content for a defined persona  (2. Review competitor and out-of-sector content)  3. Brainstorm new content ideas  4. Select best content ideas using criteria
    61. 61. 61 Activity – Content marketing matrix Criteria?  Rev/visit  Demand+ lead ge  Amplify  Brand fit  SEO  Longevity  Authority/Though Leadership  Individual pain po  Repurposeability  Risk/reward
    62. 62. 62 Source: Velocity Partners
    63. 63. 63 Source: Velocity Partners
    64. 64. 64 Using tools for efficient syndication
    65. 65. 65 The problem with blogging…
    66. 66. 66 More what we’re looking for!
    67. 67. 67 Influencer and partner outreach http://bit.ly/smartoutreach
    68. 68. 68 Influencer outreach – key questions…  Do we invest enough time in this?  Who is responsible for this?  What is our process for influencer marketing?  How do we segment influencers?  How do contact priority influencers?  How do we measure success  How do we scale this?
    69. 69. 69 Technique 6. Marketing Automation Automated Email Sequences > Targeted > Behavioural
    70. 70. 70 How sophisticated is your email marketing? Customers Welcome email Behavioural Cross sell Regular marketing emails Site segmented Activity flagging RFM Predictive Lapsed / Churn By product Site down apology Birthday / Xmas Emails Repeat abandoner Future Release alert Back in stock alert Lapsed Activity Non cross sell Not returned in 14 days Not re-purchased in 14 days Process abandonment X-sell programme By product Newsletter Not transacted By content group visited Content triggers Entry level 5 - 8 triggers Medium level 17 – 30 triggers Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Site Activity programFull marketing email program Customer service emails Source:
    71. 71. 71 Your Email marketing / Marketing Automation capabilities?  Vote! Stage 1. Initial “Pray and Spray” None Email marketing maturity stage A. Goal-setting and evaluation B. Contact strategy and policy C. Segmentation, Targeting & Personalisation D. Marketing integration E. Test and Learn None: Enewsletter / Solus emails 0 Segments Email marketing independent Limited Stage 2. Managed Limited relevance List growth Segmented response Basic contact strategy and rules 2-6 segments Basic contact strategy Direct mail and/or phone integration Subject line Offer testing Stage 3. Defined Segmented relevance Marketing outcomes “Beyond the click” Basic lifecycle communications Simple event-triggered Welcome reactivate ESP, web analytics & social media integration Template layouts Stage 4. Quantitative Contextual relevance Subscriber engagement Individualised contact strategy Recency, Frequency, Value Auto-triggers based on web behaviour Individual / segment testing Stage 5. Optimizing Optimized relevance Integrated web and multichannel Integrated online & offline contacts Multi-layered Dynamic content insertion Right-chanelling based on value & preference Real-time and multivariate
    72. 72. 72 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
    73. 73. 73 Increasing Conversion Key success factors  Create a CRO / optimisation process  Understand multi-channel conversion
    74. 74. 74 Technique 7. CRO
    75. 75. 75 International CRO at ASOS.com
    76. 76. 76 Bps = basis points 1/100th of a %
    77. 77. 77 Technique 8. Smart Merchandising
    78. 78. 78 Segmenting pages/product by performance High Potential (Problems) Top Performers (Stars) Low Potential, Low Performance (Dogs) Consistent Performers (Cash Cows) Conversion rate Or conversion rate variance (add to basket) compared to average Pageorproductpopularity(views) orpageviewvariance(comparedtoaverage)
    79. 79. 79 Example: product portfolio
    80. 80. 80 Ongoing optimisation process Source: Rich Page, Web Analytics Optimisation: An hour a day
    81. 81. 81 Testing email offer in an abandoned shopping cart email sequence  1. Generic branded follow-up email : +10% conversion rate.  2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.  3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: Smart Insights case study
    82. 82. 82 Improving Engagement Key success factors  Understanding the satisfaction gap  Effective sharing through social media marketing  Effective and efficient email marketing
    83. 83. 83 Technique 9. Understanding loyalty drivers
    84. 84. 84 Reviewing E-loyalty at an aggregate level: “Net Promoter Score”  Vote!
    85. 85. 85 Customer feedback tools http://bit.ly/smartfeedback
    86. 86. 86 Technique 10. Map your customer lifecycle touchpoints and Optimise :Halfords case study
    87. 87. 87 Source: Philips presenting on PlantoEngage.com Testing for email marketing
    88. 88. 88 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free-level, Basic member tools  Sample planning templates  Planning infographics www.smartinsights.com/membership Pro-level, Expert member learning  7 Step Guides covering 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/

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