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

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