Digital Marketing Trends 2011


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  • Mix? Client-side vs agency side?
  • ASK!
  • Some fundamental questions. Why would anyone link to your site (unpaid) How can you engage visitors who aren’t interested right now? Why don’t visitors respond (selective opt-out) What do your Emails add other than selling – they are just like Dell’s – How to make your emails engaging? The basic proposition should be clear also: Who we are? What we do? Where we do it? What makes us different? Why can you trust us? In his Alertbox ‘Tagline Blues: What's the Site About?’ Jakob Nielsen suggests: ‘ To assess whether your homepage communicates effectively to visitors in the crucial first 10 seconds, follow two simple guidelines: First, collect the taglines from your own site and your three strongest competitors. Print them in a bulleted list without identifying the company names. Ask yourself whether you can tell which company does what. More important, ask a handful of people outside your company the same question. Second, look at how you present the company in the main copy on the home page. Rewrite the text to say exactly the opposite. Would any company ever say that? If not, you're not saying much with your copy, either .’ But the communication of the OVP should not end with the tag-line. More detailed explanations of the benefits of using the OVP can be communicated: On the homepage through feature lists or imagery that shows the benefits or experiences that are available In the About Us section In the Contact Us section In the Help section In the e-newsletter archive In Frequently Asked Questions
  • Digital Marketing Trends 2011

    1. 1. 11 #digitalmarketing Trends for 2011 Dr Dave Chaffey, CEO, Smart Insights Presented to: Manchester Metropolitan University Business School 20th January 2010 Download presentation from:
    2. 2. Not!
    3. 3. 11 trends Opportunities Threats and headaches <ul><li>Content / engagement strategy </li></ul>7. Googlization <ul><li>Digital marketing optimisation </li></ul>8. Social CRM 3. Right Touching 9. Touchpoint attribution 4. Social media marketing 10. Privacy wars 5. Display resurgence 11. Digital marketing = marketing 6. Mobile Apps
    4. 4. 2011 Well worth a read: friedlein
    5. 5. About Dave Chaffey Books Qualifications: Cert DigM and Dip DigM Best practice guides Analytics advice, software & consulting Search & conversion consulting
    6. 6. 2010 consumer tech adoption
    7. 7. Hype Cycles
    8. 8. Which is more effective? Trend following or vision following?
    9. 9. Two tales of the path to digital excellence
    10. 10. The journey to digital marketing
    11. 11. Trend 1: Content / engagement strategy
    12. 12.
    13. 13. Developing your OVP <ul><li>Core brand proposition = Marketing Mix: </li></ul><ul><ul><li>1 Who you are? </li></ul></ul><ul><ul><li>2 What you do? </li></ul></ul><ul><ul><li>3 Where you do it? </li></ul></ul><ul><ul><li>4 What makes you different? </li></ul></ul><ul><ul><li>5 How can our digital presence help you decide? The OVP… </li></ul></ul><ul><li>OVP - Online Value Proposition </li></ul><ul><ul><li>What can your provide to help/inform/entertain me online? </li></ul></ul><ul><ul><li>Reinforces core brand proposition and credibility, but messaging shows… </li></ul></ul><ul><ul><li>Different OVPs for different markets and audiences </li></ul></ul><ul><ul><li>Value that a site visitor get from your online brand or campaign that… </li></ul></ul><ul><ul><ul><li>They can’t get from you offline? </li></ul></ul></ul><ul><ul><ul><li>They can’t get from competitors? </li></ul></ul></ul><ul><ul><li>Develop content strategy to deliver OVPs </li></ul></ul><ul><ul><li>Communicate message forcefully: online and offline </li></ul></ul>Key Point
    14. 14. Is you content exceptional?
    15. 15. Video OVP See tips:
    16. 16. Gaining site and business innovation ideas through Uservoice Crowdsource!
    17. 17. Content strategy example 68% CTR 229 downloads See
    18. 19. Do you need a content strategist? <ul><li>“ Drive the development and organization of content that is useful, compelling and meaningful – directly on and indirectly through distributed content ” </li></ul>
    19. 20. Trend 2 : <ul><li>Digital marketing optimisation </li></ul>M odelling Effectiveness ‘Doing the Right Thing’ Research and Analysis O ptimisation Efficiency ‘Doing the Thing Right’ Continuous improvement A utomation Efficiency ‘Doing the Thing Right’ Automated tools
    20. 21. Q. How automated is your optimization?
    21. 22. Recommended: Shuffle Point, GA Data Grabber
    22. 24. Source: Planned conversion optimisation
    24. 27. Autoglass MVT case study - control
    25. 28. TV Comparison +2.4% TV - Off +6.4% TV - On -1.3% +14.8%
    26. 29. Service message testing +5.3%
    27. 30. Use Feedback tools for… “ Why ” not “ What ”
    28. 31. Ouch±! <ul><li>Content may have been king in the 1990s but close proofreading is as important now as it ever has been. When writing about complex issues, it's important to get the syntax and sense of sentences right to help readers understand what you are trying to explain. Secondly, your site uses acronyms and jargon in a way which assumes detailed knowledge of digital marketing. This has the effect of alienating those of us who read your updates in the hope of learning and gaining an understanding of digital concepts. We get the feeling you're trying to show off with your clever terminology when, in fact, most marketing comes fown to common sense really. More emphasis on sense and plain English would imrove the usability of your site and newsletters. One rule to follow is to spell out acronyms the first time they are used. Don't assume understanding. Pureplays - eh? Integration of toolsets through APIs and XML feeds... This isn't a grammatical sentence: Refine and automate your contact strategies to support right touching requires investment in integrated contact strategies project upfront which is why many haven’t implemented yet. I could go on! Thanks </li></ul>
    29. 32. What do customers value? Think? Analytics will only show you ‘ What ’ not ‘ Why ’ – other tools can help iPerceptions / “ Bad web site. Difficult to find item as no search box provided for short cut ” “ I can't find any prices on your website ” “ Would like to see where I can buy products from ” .
    30. 33.
    31. 34. Trend 3: <ul><li>Right Touching = Engagement optimisation </li></ul>
    32. 35. Your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
    33. 36. Example of dynamic content insertion Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion Tip. Change order of offers or features according to segment to increase relevance
    34. 37. Q. Do you have an event triggered E-communications strategy?
    35. 38. BT - It’s all about past actions… “Recognition of activity” Purchase Dispatched +7d +14d +21d Recognition of previous purchase
    36. 39. Trend 4: <ul><li>Social media marketing </li></ul>
    37. 40. Driving traffic? That’s the old way Source: Updated from an idea by the great David Hughes
    38. 41. The beating heart pushing content out... Authors Staff Readers News Alerts Updates Competitions Discussion Connection Newsletter Alerts Updates Source: Updated from an idea by the great David Hughes Your site
    39. 43. Excuses why companies don’t engage through blogs, social media?
    40. 46. See how:
    41. 47.
    42. 49. Trend 5: <ul><li>Display resurgence </li></ul>
    43. 51. Retargeting/remarketing example
    44. 52. Trend 6: <ul><li>There’s an app for that! </li></ul>
    45. 53.
    46. 54. Trend 7: <ul><li>Googlization </li></ul>
    47. 55. Trend 8: <ul><li>Social CRM </li></ul>
    48. 56. <ul><li>Recruiting to Twitter </li></ul><ul><li>via a prize draw </li></ul><ul><li>promoted in Twitter </li></ul>Tip: Recruit to Twitter via Email
    49. 57. … And exclusive Facebook Benefits
    50. 58.
    51. 59. Trend 9: <ul><li>Multi-touch attribution </li></ul>
    52. 60. Multichannel attribution – who gets the credit for sale? Click SEO “ Sun Holiday” View MSN banner “ Winter sun” Click PPC “ Hotels in Kos” Click Tradedoubler Partner X View Email “ Special Offer” Direct 14/01 15/01 23/01 24/01 3/02 4/02 Click SEO “ Thomas Cook” 5/02 Event Campaign Detail Date Onsite activity Landing Content Confirm Purchase Source:
    53. 61. Source: Date of purchase Event num Date of event Event Source Placement Detail / keyphrase Order ID Revenue 05/02/2010 09:11 1 14/01/2010 08:54 Click SEO Google Sun Holiday WB10s6815 £2,156.11 05/02/2010 09:11 2 15/01/2010 08:54 View Display MSN ‘ Winter Sun’ creative WB10s6815 £2,156.11 05/02/2010 09:11 3 23/01/2010 08:54 Click PPC Google Hotels in Kos WB10s6815 £2,156.11 05/02/2010 09:11 4 24/01/2010 08:54 Click Affiliate Tradedoubler Partner 13562 WB10s6815 £2,156.11 05/02/2010 09:11 5 03/02/2010 08:54 View Email Welcome Special Offer WB10s6815 £2,156.11 05/02/2010 09:11 6 04/02/2010 08:54 Direct WB10s6815 £2,156.11 05/02/2010 09:11 7 05/02/2010 08:54 Click SEO Google Thomas Cook WB10s6815 £2,156.11
    54. 63. Trend 10: <ul><li>Privacy Wars </li></ul>
    55. 64. Trend 11: <ul><li>Digital marketing = marketing? </li></ul>
    56. 65. A final question… How agile are you? <ul><li>“ It is not the strongest of the species that survives, nor the most intelligent that survives. </li></ul><ul><li>It is the one that is the most adaptable to change.” </li></ul>
    57. 66. IRW most companies, don’t <ul><li>Update their site structure/layout more than once every 3-5 years… </li></ul><ul><li>Make time to do things differently as result of their analytics </li></ul><ul><li>Have time for post-campaign reviews </li></ul><ul><li>Use testing tools to review effectiveness of page elements </li></ul>
    58. 67. Let’s Connect! Questions & discussion welcome <ul><li>Blog </li></ul><ul><li> </li></ul><ul><li>Feeds </li></ul><ul><li> </li></ul><ul><li>Email Newsletter </li></ul><ul><li> </li></ul> ww