Managing Online Marketing 2014 Keynote

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A summary of 6 key areas to help manage online marketing based on the research between TFM&A and Smart Insights. A keynote from Dave Chaffey presented at TFM&A conference, London, 2014.

A summary of 6 key areas to help manage online marketing based on the research between TFM&A and Smart Insights. A keynote from Dave Chaffey presented at TFM&A conference, London, 2014.

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  • Fantastic interest in CXM – good to see = CXM matters
  • Doug Kessler – Velocity Partners
  • To fuel growth you need to be honest about where you are now.
  • Sales of 1 billion
  • Does technology fuel growth?
  • Brand storytelling - Integrated immersive Parallax campaign by Google – Multichannel promotion.

Transcript

  • 1. Fuelling Digital Marketing Success What fuels growth? Dr Dave Chaffey SmartInsights.com DownloadSmartInsights.com/ tfma2014 1
  • 2. About Dave Chaffey 2
  • 3. 3
  • 4. 4
  • 5. Which tactic will give your business the biggest commercial benefits in 2014?      1. Content marketing 2. Conversion rate optimisation 3. Mobile marketing 4. Search marketing (SEO and PPC) 5. Social media marketing 5
  • 6. 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 Investment in Brand OVP /Youtility http://bit.ly/smartovp 6
  • 7. Using content to drive growth – B2B 7
  • 8. The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge. 8
  • 9. 9
  • 10. ONE Digital marketing Capabilities McKinsey 7S Model 10
  • 11. How advanced are your digital marketing capabilities? 11
  • 12. Growth example: ASOS.com 12
  • 13. International CRO at ASOS.com 13
  • 14. 14
  • 15. TWO Strategy and Planning 15
  • 16. 16
  • 17. Do you need a defined digital strategy or plan? 17
  • 18. Can you afford to miss strategic opportunities ? http://bit.ly/smartrace 18
  • 19. Strategy: a tale of two airlines Source: Corporate site pages 2012/2013 19
  • 20. 20
  • 21. THREE Resourcing Digital Marketing 21
  • 22. 22
  • 23. 23
  • 24. What is Customer Experience Management? Source: As defined by Forrester in 2011 24
  • 25. 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 25
  • 26.  Vote! Do you have a person or team RESPONSIBLE FOR CXM? 26
  • 27. Technique: Personas & Customer journey mapping Source: Boston Consulting Group 27
  • 28. FOUR Managing change and skills development 28
  • 29. 29
  • 30. 30
  • 31. 31
  • 32. 32
  • 33. 33
  • 34. FIVE Investing in Digital Marketing 34
  • 35. 35
  • 36. 36
  • 37. 37
  • 38. 38
  • 39. SIX Innovation and Optimisation 39
  • 40. 40
  • 41. 41
  • 42. 42
  • 43. 43
  • 44. 44
  • 45. Map your customer lifecycle touchpoints and Optimise :Halfords case study 45
  • 46. 46
  • 47. % Email Opens across desktop and mobile Location: Published / Surveyed: Sample: Source: Worldwide July 2013 Collected from 250 million email opens Litmus Feb 2012-June 2013 Original source: Litmus blog 47
  • 48. The digital future 48
  • 49. From T-Shaped to V-Shaped 49
  • 50. Chat with us on Stand H24! 50
  • 51. 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 51