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

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

    • 1. 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
    • 2. Latest 2013 inbound marketing research 2
    • 3. Growth example: Hubspot.com 3
    • 4. Growth example: ASOS.com Cities sending traffic in February 2013 4
    • 5. 5
    • 6. 6
    • 7. 7
    • 8. 8
    • 9. Learning from the Growth Hackers Source: Learning from Growth Hackers post 9
    • 10. Growth hacking tools? 10
    • 11. A Growth hacking example… Test 1 11
    • 12. Test 2 12
    • 13. 13
    • 14. 14
    • 15. About Dave Chaffey  Books  Online advice and consulting www.smartinsights.com Code: SMARTEDGE (25% discount for 1 week only) 15
    • 16. Strategy success factor 1 Digital marketing is marketing 16
    • 17. One value proposition against another… Source: Marketing Experiments 17
    • 18. 18
    • 19. 19
    • 20. Autoglass mobile optimised site – Mobile Value Proposition (MVP) www.autoglass.co.uk http://m.autoglass.co.uk 20
    • 21. Strategy success factor 2 Develop your strategy 21
    • 22. 22
    • 23. 23
    • 24. Strategy success factor 3 Apply customer insight 24
    • 25. Customer feedback tools http://bit.ly/smartfeedback 25
    • 26. Use on/offline personas 26
    • 27. See Forrester.com 27
    • 28. Strategy success factor 4 Measurement and Optimization are your foundation 28
    • 29. 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
    • 30. 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
    • 31. 31
    • 32. Source: Google Analytics vs Universal Analytics 32
    • 33. Use Google Analytics MCF to understand true value Measuring assists in Google Analytics Google’s new social reports 33 3 3
    • 34. Tool: Google’s new customer journey to online purchase tool 34
    • 35. Strategy success factor 5 Create joined-up omnichannel journeys Smart Insights: ROPO summary of Google case 35
    • 36. 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
    • 37. 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
    • 38. Barcode scanner driving mobile interactions in store Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams 38
    • 39. Reviewing satisfaction levels by channel / platform Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams 39
    • 40. Strategy success factor 6 Integrate search, social and email marketing 40
    • 41. Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs <Need> + <Qualifiers> Google Agency Toolkit 41
    • 42. Defining consuming search behaviours / targeting with qualifiers 42
    • 43. 43
    • 44. 44
    • 45. Strategy success factor 7 Engagement is the biggest challenge 45
    • 46. The problem with blogging… 46
    • 47. More what we’re looking for! 47
    • 48. 48
    • 49. Example of an integrated social media campaign 49
    • 50. Strategy success factor 8 Use the latest best practice 50
    • 51. 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
    • 52. 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