Fuelling
Digital
Marketing
Success
11 practical techniques
for large organisations
Dr Dave Chaffey
SmartInsights.com
Downl...
2
What fuels
success?
Removing
your
profit leaks
:
across all
touchpoints
Read full article and download a free sample
chapt...
11 techniques to fuel sucess
PLAN
 #1 Digital-specific plan | #2 Personas | #3 OVP

REACH
 #4 Content focused SEO/CM | #...
About Dave Chaffey
About Dave Chaffey
•

Author of 5 bestselling
marketing books now
working on 5th editions

•

Responsiv...
Start with a plan!

Key success factors

Customer insight

Marketplace review

SMART objectives

Persona creation

Di...
#1 Create a digital-specific plan

7
#2 Multichannel Personas
For each persona define preferences for:


Platforms
(web, email, mobile)



Platform usage (ho...
#3: Define Brand OVP

9
10
11
Improving Reach

Key success factors

Define success criteria

Select appropriate mix

Optimise most effective channels...
13
#4 Content-focused SEO/Content Marketing
Define the content sweet spot

AlfredJansen Communications

14
15
Use the Smart Insights Content Marketing Matrix for
a Structured evaluation of relevant content

16
17
Tip – use GWT to replace Not Provided

18
Investment (resource needed)

#5 Paid media targeting
Tip: Review Display Network and
Remarketing options
AdWords
Generic
...
LinkedIn example
20
Increasing InterACTion

Key success factors


Define key customer journeys for different platforms



Use Analytics to i...
#6. Managed journeys

22
How effective is your scent?

Example SCENT TRAILS
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
WHERE / HOW TO BUY?
WHY ...
Sites focused on the top tasks

www.volkswagen.co.uk
24
www.barclaycard.co.uk
25
Customer persona toolkit: http://bit.ly/smartpersonas
Mental / content model mapping.
A simpler retail example from a pres...
#7. Marketing Automation
Customers

Entry level

5 - 8 triggers

Medium level
17 – 30 triggers

Regular
marketing
emails

...
Review
Customer
Lifecycle
Touchpoints

:Halfords case study

28
29
Email 1: 45% Open Email 2: 38% Open
3.5% CTR
8.4% CTR

Intent follow-up – click on Category
30
Increasing Conversion

Key success factors
 Create a CRO / optimisation process
 Improve mobile platform conversion and ...
#8. CRO

32
International CRO at ASOS.com

33
Bps = basis points 1/100th of a %
34
35
#9 Mobile persuasion

Recommendation: Review leads, sales from different device, resolution Advanced Segments

36
Improving Engagement

Key success factors
 Understanding the satisfaction gap
 Effective sharing through social media ma...
#10 Obsess about loyalty drivers

38
Practical Tip – use
customer feedback tools
http://bit.ly/smartfeedback

39
#11 Social media amplification

40
From T-Shaped to V-Shaped

41
Chat with us on Stand H24!

42
Let’s Connect!
Questions & discussion welcome
SmartInsights.com

uk.linkedin.com/in/davechaffey

 Blog
www.smartinsights....
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Fuelling Digital Marketing Success 2014

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  • Fantastic interest in CXM – good to see = CXM matters
  • 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
  • Brand storytelling - Integrated immersive Parallax campaign by Google – Multichannel promotion.
  • 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
  • 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
  • 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
  • Fuelling Digital Marketing Success 2014

    1. 1. Fuelling Digital Marketing Success 11 practical techniques for large organisations Dr Dave Chaffey SmartInsights.com Downloadsmartinsights.com/t fma2014 1
    2. 2. 2
    3. 3. What fuels success? Removing your profit leaks : across all touchpoints Read full article and download a free sample chapter from Watertight Marketing by Bryony Thomas 3
    4. 4. 11 techniques to fuel sucess PLAN  #1 Digital-specific plan | #2 Personas | #3 OVP REACH  #4 Content focused SEO/CM | #5 Paid media targeting ACT  #6 Managed journeys | #7 Marketing Automation CONVERT  #8 CRO | #9 Mobile-optimised experiences ENGAGE  #10 Obsess about loyalty | #11 Social amplification 4
    5. 5. 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 5
    6. 6. Start with a plan! Key success factors  Customer insight  Marketplace review  SMART objectives  Persona creation  Digital SWOT summary 6
    7. 7. #1 Create a digital-specific plan 7
    8. 8. #2 Multichannel Personas 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 8
    9. 9. #3: Define Brand OVP 9
    10. 10. 10
    11. 11. 11
    12. 12. Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing 12
    13. 13. 13
    14. 14. #4 Content-focused SEO/Content Marketing Define the content sweet spot AlfredJansen Communications 14
    15. 15. 15
    16. 16. Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content 16
    17. 17. 17
    18. 18. Tip – use GWT to replace Not Provided 18
    19. 19. Investment (resource needed) #5 Paid media targeting Tip: Review Display Network and Remarketing options AdWords Generic SEO Generic Facebook custom audiences Influencer PR FBX Retargeting LinkedIn Promoted Posts Media related PR Integrated content campaigns Facebook AdWords Promoted Posts Tail AdWords AdWords PLA Remarketing SEO AdWords Social Long Tail Mobile amplification Blog (Enhanced campaigns) marketing Instagram Sponsored Tweets Effectiveness (potential sales volume) Example: Review effectiveness for your sector 19
    20. 20. LinkedIn example 20
    21. 21. 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 21
    22. 22. #6. Managed journeys 22
    23. 23. How effective is your scent? Example SCENT TRAILS NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> WHERE / HOW TO BUY? WHY CHOOSE US? 23
    24. 24. Sites focused on the top tasks www.volkswagen.co.uk 24
    25. 25. www.barclaycard.co.uk 25
    26. 26. Customer persona toolkit: http://bit.ly/smartpersonas Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda 26 Squires from Seren
    27. 27. #7. Marketing Automation Customers Entry level 5 - 8 triggers Medium level 17 – 30 triggers Regular marketing emails Welcome email Behavioural Cross sell Activity Non cross sell Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Not returned in 14 days Newsletter Not transacted By product Not re-purchased in 14 days Repeat abandoner X-sell programme Process abandonment By content group visited Site segmented By product Site down apology RFM Content triggers Birthday / Xmas Emails Activity flagging Lapsed Predictive Lapsed / Churn Back in stock alert Customer service emails Full marketing email program Future Release alert Site Activity program Source: 27
    28. 28. Review Customer Lifecycle Touchpoints :Halfords case study 28
    29. 29. 29
    30. 30. Email 1: 45% Open Email 2: 38% Open 3.5% CTR 8.4% CTR Intent follow-up – click on Category 30
    31. 31. Increasing Conversion Key success factors  Create a CRO / optimisation process  Improve mobile platform conversion and integration 31
    32. 32. #8. CRO 32
    33. 33. International CRO at ASOS.com 33
    34. 34. Bps = basis points 1/100th of a % 34
    35. 35. 35
    36. 36. #9 Mobile persuasion Recommendation: Review leads, sales from different device, resolution Advanced Segments 36
    37. 37. Improving Engagement Key success factors  Understanding the satisfaction gap  Effective sharing through social media marketing  Effective and efficient email marketing 37
    38. 38. #10 Obsess about loyalty drivers 38
    39. 39. Practical Tip – use customer feedback tools http://bit.ly/smartfeedback 39
    40. 40. #11 Social media amplification 40
    41. 41. From T-Shaped to V-Shaped 41
    42. 42. Chat with us on Stand H24! 42
    43. 43. Let’s Connect! Questions & discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey  Blog www.smartinsights.com/blog www.facebook.com/davechaffey  Feeds www.feedburner.com/smartinsi ghts ww.twitter.com/DaveChaffey  Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 Download deck: SmartInsights.com/tfma2014 43

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