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Creating a Winning Digital Stategy
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Creating a Winning Digital Stategy


8 Success Factors for Developing a Global Strategy presented for iLive 2013 in Riga, Latvia.

8 Success Factors for Developing a Global Strategy presented for iLive 2013 in Riga, Latvia.

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  • A toolkit
  • Ben Carter
  • Identify qualifiers+ risks+ costs+ treatment
  • Created by Ogilvy Agentina, this campaign combined what many guys like most; football, beer and a night on the town with their mates, into an oversized game of pool, played with mini soccer balls.The experiential campaign was launched at an event for 600 people, who played in teams of two, on a pool table over 7 metres long, complete with a built in fridge full of Budweiser, of course! The entire event was broadcast live on Fox Sports and ESPN to huge success, and the inside word is that pubs across Buenos Aires in Argentina, were reputedly scrambling to replicate “Poolball” due to an overwhelming demand from the people!


  • 1. 1Creating aWinning GlobalDigital StrategyFor iLive 2013. Riga.9th May 2013Dr Dave ChaffeyCEO: SmartInsights.comDownload presentation:SmartInsights.com/ilive2013/
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  • 7. 7 Books  Online advice and consultingwww.smartinsights.comAbout Dave Chaffeyhttp://www.youtube.com/watch?feature=player_embedded&v=c9_DVLRkDLQ
  • 8. 8Strategy success factor 1Digital marketing is marketing
  • 9. 9One value propositionagainst another…Source: Marketing Experiments
  • 10. 10Betfair’s Mobile Value Proposition (MVP)https://touch.betfair.comBetfair’s mobile app generated £1 billion of bets inthe last financial year. 168,000 used it’s app, a 122percent increase.For 2012 c £2 billion, 15% of revenue 275,000app users. Half of all UK customers have placedbet.
  • 11. 11Autoglass mobile optimised site –Mobile Value Proposition (MVP)www.autoglass.co.ukhttp://m.autoglass.co.uk
  • 12. 12Ling’s CarsLing’s Cars
  • 13. 13This 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 paymentcommitment over 3-years. Try converting and getting anorder for £12,000 from a website! Therefore I have to tryharder than most websites...Yes, many people will take one look, or make one visitand leave, never to come back. Many people complainabout retina burn etc. But, so what?I *HAVE* to polarise visitors, and get them to chooseto stay or go. Its no good being average, no one wouldcommit to £12k of payments over 3 years if I wasaverage. So the argument that I get drop-off is very valid.Source: Ling’s cars and the art of persuading visitors to buy
  • 14. 14Choice limits motivationResearch: Kiyengar and Lepper (2000)
  • 15. 15Strategy success factor 2Develop your strategy
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  • 18. 18Strategy success factor 3Apply customer insight
  • 19. 19Use on/offline personas
  • 20. 20See Forrester.com
  • 21. 21Strategy success factor 4Measurement and Optimization are your foundation
  • 22. 22Will you get the balance right?Investment in CRO?Mobile and social are sexy, and important for the future. But today98% of your revenue comes from Email, Affiliate, Display, Search.At least 50% of your attention / love / obsession should be tocontinuously get good at 98% of your revenue.Youll likely survive longer. : )
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  • 24. 24Source: Google Analytics vs Universal Analytics
  • 25. 25Use Google Analytics MCFto understand true value25Measuring assists in Google AnalyticsGoogle’s new social reports
  • 26. 26Strategy success factor 5Create joined-up omnichannel journeysSmart Insights: ROPO summary of Google case
  • 27. 27Consumer digital platformdemand at Debenhams0.00%2.00%4.00%6.00%8.00%10.00%12.00%14.00%Total Hourly Demand by DeviceDotcomiPadMobileSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
  • 28. 2888% Debenhams customers use mobile to browse vs. 12% purchase0%20%40%60%80%100%120%Store Website msite AppsBrowse vs. purchase channelsBrowsePurchaseMobile influencing store salesSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
  • 29. 29Barcode scanner driving mobileinteractions in storeSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
  • 30. 30Reviewing satisfaction levels bychannel / platformSource: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
  • 31. 31Customer journey analysisSource Nate Elliot, Analyst at Forrester ResearchReachlayerInteractionlayerTransactionlayerExample:Sneakerpedia
  • 32. 32Strategy success factor 6Integrate search, social and email marketing
  • 33. 33Group common search behavioursNOT keyword LISTS:Need: treatment/surgeryConcerns: risks/costs<Need> + <Qualifiers>Google Agency Toolkit
  • 34. 34A case in point…
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  • 37. 37Strategy success factor 7Engagement is the biggest challenge
  • 38. 38Integrated localsocial campaignshttp://www.youtube.com/watch?feature=player_embedded&v=zLZUMNR_okc
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  • 40. 40Example of an integratedsocial media campaign
  • 41. 41Strategy success factor 8Think global, act local
  • 42. 42http://www.youtube.com/watch?feature=player_embedded&v=Z19vR1GldRI
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  • 44. 44Let’s Connect!Questions & discussion welcomeSmartInsights.com Blogwww.smartinsights.com/blog Feedswww.feedburner.com/smartinsights Email Newsletterwww.smartinsights.comuk.linkedin.com/in/davechaffeywww.facebook.com/davechaffeywww.twitter.com/DaveChaffey