Fuelling Digital Marketing Success 2014
Upcoming SlideShare
Loading in...5
×
 

Fuelling Digital Marketing Success 2014

on

  • 1,393 views

Dave Chaffey's talk on Fuelling Digital Marketing Success in larger organisations from Technology for Marketing & Advertising. ...

Dave Chaffey's talk on Fuelling Digital Marketing Success in larger organisations from Technology for Marketing & Advertising.

One of a set of 3 seminars - this download is for larger organisations.

Statistics

Views

Total Views
1,393
Views on SlideShare
941
Embed Views
452

Actions

Likes
9
Downloads
56
Comments
0

9 Embeds 452

http://blog.eloqua.com 381
http://feedly.com 31
http://feeds.feedburner.com 20
http://feedreader.com 7
http://newsblur.com 5
http://www.feedspot.com 3
https://twitter.com 2
http://www.regrit.com 2
http://digg.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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 Fuelling Digital Marketing Success 2014 Presentation Transcript

  • Fuelling Digital Marketing Success 11 practical techniques for large organisations Dr Dave Chaffey SmartInsights.com Downloadsmartinsights.com/t fma2014 1
  • 2
  • 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
  • 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
  • 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
  • Start with a plan! Key success factors  Customer insight  Marketplace review  SMART objectives  Persona creation  Digital SWOT summary 6
  • #1 Create a digital-specific plan 7
  • #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
  • #3: Define Brand OVP 9
  • 10
  • 11
  • Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing 12
  • 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 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
  • LinkedIn example 20
  • 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
  • #6. Managed journeys 22
  • How effective is your scent? Example SCENT TRAILS NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> WHERE / HOW TO BUY? WHY CHOOSE US? 23
  • 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 presentation on customer-centric retail by Richard Sedley and Amanda 26 Squires from Seren
  • #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
  • 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 integration 31
  • #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 marketing  Effective and efficient email marketing 37
  • #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.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