Fuelling
Digital
Marketing
Success
What fuels growth?
Dr Dave Chaffey
SmartInsights.com
DownloadSmartInsights.com/

tfma20...
About Dave Chaffey

2
3
4
Which tactic will give your
business the biggest commercial
benefits in 2014?






1. Content marketing
2. Conversio...
Audience use of
digital and social
media > Personas

Commercial goals >
Customer
engagement
> OVP
> Marketing Mix

Branded...
Using content to drive growth – B2B

7
The Content marketing /
engagement challenge

Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
8
9
ONE

Digital marketing
Capabilities

McKinsey 7S Model

10
How advanced are your digital
marketing capabilities?

11
Growth example: ASOS.com

12
International CRO at ASOS.com

13
14
TWO

Strategy and
Planning

15
16
Do you need a defined digital
strategy or plan?

17
Can you
afford to
miss
strategic
opportunities
?
http://bit.ly/smartrace
18
Strategy: a tale of two airlines

Source: Corporate site pages 2012/2013
19
20
THREE

Resourcing
Digital Marketing

21
22
23
What is Customer Experience
Management?

Source: As defined by Forrester in 2011
24
CXM is about effective customer communications

“Right Touching” is:
A Multi-channel Communications Strategy
Customised fo...


Vote!

Do you have a person
or team RESPONSIBLE
FOR CXM?

26
Technique: Personas &
Customer journey mapping

Source: Boston Consulting Group

27
FOUR
Managing change
and skills
development

28
29
30
31
32
33
FIVE

Investing in
Digital Marketing

34
35
36
37
38
SIX

Innovation and
Optimisation

39
40
41
42
43
44
Map your
customer
lifecycle
touchpoints
and
Optimise
:Halfords case study

45
46
% Email Opens across desktop and mobile
Location:

Published / Surveyed:

Sample:

Source:

Worldwide

July 2013

Collecte...
The digital future
48
From T-Shaped to V-Shaped

49
Chat with us on Stand H24!

50
Let’s Connect!
Questions & discussion welcome
SmartInsights.com

uk.linkedin.com/in/davechaffey

 Blog
www.smartinsights....
Upcoming SlideShare
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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.

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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.
  • Managing Online Marketing 2014 Keynote

    1. 1. Fuelling Digital Marketing Success What fuels growth? Dr Dave Chaffey SmartInsights.com DownloadSmartInsights.com/ tfma2014 1
    2. 2. About Dave Chaffey 2
    3. 3. 3
    4. 4. 4
    5. 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. 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. 7. Using content to drive growth – B2B 7
    8. 8. The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge. 8
    9. 9. 9
    10. 10. ONE Digital marketing Capabilities McKinsey 7S Model 10
    11. 11. How advanced are your digital marketing capabilities? 11
    12. 12. Growth example: ASOS.com 12
    13. 13. International CRO at ASOS.com 13
    14. 14. 14
    15. 15. TWO Strategy and Planning 15
    16. 16. 16
    17. 17. Do you need a defined digital strategy or plan? 17
    18. 18. Can you afford to miss strategic opportunities ? http://bit.ly/smartrace 18
    19. 19. Strategy: a tale of two airlines Source: Corporate site pages 2012/2013 19
    20. 20. 20
    21. 21. THREE Resourcing Digital Marketing 21
    22. 22. 22
    23. 23. 23
    24. 24. What is Customer Experience Management? Source: As defined by Forrester in 2011 24
    25. 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. 26.  Vote! Do you have a person or team RESPONSIBLE FOR CXM? 26
    27. 27. Technique: Personas & Customer journey mapping Source: Boston Consulting Group 27
    28. 28. FOUR Managing change and skills development 28
    29. 29. 29
    30. 30. 30
    31. 31. 31
    32. 32. 32
    33. 33. 33
    34. 34. FIVE Investing in Digital Marketing 34
    35. 35. 35
    36. 36. 36
    37. 37. 37
    38. 38. 38
    39. 39. SIX Innovation and Optimisation 39
    40. 40. 40
    41. 41. 41
    42. 42. 42
    43. 43. 43
    44. 44. 44
    45. 45. Map your customer lifecycle touchpoints and Optimise :Halfords case study 45
    46. 46. 46
    47. 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. 48. The digital future 48
    49. 49. From T-Shaped to V-Shaped 49
    50. 50. Chat with us on Stand H24! 50
    51. 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
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