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  • A toolkit
  • Look familiar
  • Identify qualifiers+ risks+ costs+ treatment
  • 200 in initial period, but 200 doubled

On the-edge-digital-dave-chaffey-smart-insights-130523015703-phpapp01 On the-edge-digital-dave-chaffey-smart-insights-130523015703-phpapp01 Presentation Transcript

  • Driving Business Growth Using Digital Marketing On the Edge Digital Manchester 23rd May 2013 Dr Dave Chaffey CEO: SmartInsights.com Download presentation: SmartInsights.com/ote2013/ 1
  • Latest 2013 inbound marketing research 2
  • Growth example: Hubspot.com 3
  • Growth example: ASOS.com Cities sending traffic in February 2013 4
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  • Learning from the Growth Hackers Source: Learning from Growth Hackers post 9
  • Growth hacking tools? 10
  • A Growth hacking example… Test 1 11
  • Test 2 12
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  • About Dave Chaffey  Books  Online advice and consulting www.smartinsights.com Code: SMARTEDGE (25% discount for 1 week only) 15
  • Strategy success factor 1 Digital marketing is marketing 16
  • One value proposition against another… Source: Marketing Experiments 17
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  • Autoglass mobile optimised site – Mobile Value Proposition (MVP) www.autoglass.co.uk http://m.autoglass.co.uk 20
  • Strategy success factor 2 Develop your strategy 21
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  • Strategy success factor 3 Apply customer insight 24
  • Customer feedback tools http://bit.ly/smartfeedback 25
  • Use on/offline personas 26
  • See Forrester.com 27
  • Strategy success factor 4 Measurement and Optimization are your foundation 28
  • Mobile and social are sexy, and important for the future. But today 98% of your revenue comes from Email, Affiliate, Display, Search. At least 50% of your attention / love / obsession should be to continuously get good at 98% of your revenue. You'll likely survive longer. : ) Will you get the balance right? Investment in CRO? 29
  • Landing Page Lifetime: Continually Evolving Success 2008 2009 2011 2013  Conversion rate has increased over ten times since 2008.  We continually test and try new ideas and messages.  Angel Springs now sets the standards others follow. 30
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  • Source: Google Analytics vs Universal Analytics 32
  • Use Google Analytics MCF to understand true value Measuring assists in Google Analytics Google’s new social reports 33 3 3
  • Tool: Google’s new customer journey to online purchase tool 34
  • Strategy success factor 5 Create joined-up omnichannel journeys Smart Insights: ROPO summary of Google case 35
  • Consumer digital platform demand at Debenhams Total Hourly Demand by Device 14.00% 12.00% 10.00% 8.00% Dotcom iPad 6.00% Mobile 4.00% 2.00% 0.00% Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams 36
  • Mobile influencing store sales Browse vs. purchase channels 120% 100% 80% 60% Browse Purchase 40% 20% 0% Store Website msite Apps 88% Debenhams customers use mobile to browse vs. 12% purchase Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams 37
  • Barcode scanner driving mobile interactions in store Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams 38
  • Reviewing satisfaction levels by channel / platform Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams 39
  • Strategy success factor 6 Integrate search, social and email marketing 40
  • Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs <Need> + <Qualifiers> Google Agency Toolkit 41
  • Defining consuming search behaviours / targeting with qualifiers 42
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  • Strategy success factor 7 Engagement is the biggest challenge 45
  • The problem with blogging… 46
  • More what we’re looking for! 47
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  • Example of an integrated social media campaign 49
  • Strategy success factor 8 Use the latest best practice 50
  • 2013 Best Practice  SEO  Outreach, e.g. guest blogging  Engagement – still “Long Clicks”  Personalisation – Google+ / SPYW?  Rel=“Author”  Google+ Local  HREFLANG for international, etc  AdWords  Enhanced campaigns inc mobile  Social extensions  Google Shopping  Re-marketing / Re-targeting Download presentation: SmartInsights.com/ote2013/ 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 52