11 #digitalmarketing Trends for 2011 Dr Dave Chaffey, CEO, Smart Insights Presented to: Manchester Metropolitan University Business School 20th January 2010 Download presentation from: SmartInsights.com/presentations
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
http://www.google.co.uk/search?q=digital+marketing+trends+ 2011 Well worth a read: http://econsultancy.com/uk/blog/7014-digital-marketing-trends-2011-by-econsultancy-ceo-ashley- friedlein
About Dave Chaffey Books Qualifications: Cert DigM and Dip DigM Best practice guides Analytics advice, software & consulting www.smartinsights.com/beta Search & conversion consulting www.clickthrough-marketing.com
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
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
What do customers value? Think? Analytics will only show you ‘ What ’ not ‘ Why ’ – other tools can help iPerceptions http://www.4qsurvey.com / “ 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 ” .
Your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
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
Q. Do you have an event triggered E-communications strategy?
BT - It’s all about past actions… “Recognition of activity” Purchase Dispatched +7d +14d +21d Recognition of previous purchase
Driving traffic? That’s the old way Source: Updated from an idea by the great David Hughes
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