Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
261
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
12
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • 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