Driving Business
Growth Using
Digital Marketing
On the Edge Digital
Manchester 23rd May 2013
Dr Dave Chaffey
CEO: SmartIns...
Latest 2013 inbound marketing research
2
Growth example: Hubspot.com

3
Growth example: ASOS.com

Cities sending traffic in February 2013
4
5
6
7
8
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
13
14
About Dave Chaffey
 Books

 Online advice and consulting
www.smartinsights.com

Code: SMARTEDGE (25% discount for 1 week...
Strategy success factor 1
Digital marketing is marketing
16
One value proposition
against another…

Source: Marketing Experiments

17
18
19
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
22
23
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, Displ...
Landing Page Lifetime: Continually
Evolving Success
2008

2009

2011

2013

 Conversion rate has increased over ten times...
31
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...
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

6.0...
Mobile influencing store sales
Browse vs. purchase channels
120%

100%

80%

60%

Browse
Purchase

40%

20%

0%

Store

We...
Barcode scanner driving mobile
interactions in store

Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debe...
Reviewing satisfaction levels by
channel / platform

Source: With thanks to Sarah Bailie,
Mobile commerce manager at Deben...
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>
Goog...
Defining consuming search
behaviours / targeting with qualifiers

42
43
44
Strategy success factor 7
Engagement is the biggest challenge
45
The problem with blogging…

46
More what we’re
looking for!

47
48
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+ / ...
Let’s Connect!
Questions & discussion welcome
SmartInsights.com

uk.linkedin.com/in/davechaffey

 Blog
www.smartinsights....
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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

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