Digital Marketing Trends 2011Presentation Transcript
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
11 trends Opportunities Threats and headaches
Content / engagement strategy
Digital marketing optimisation
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
5 How can our digital presence help you decide? The OVP…
OVP - Online Value Proposition
What can your provide to help/inform/entertain me online?
Reinforces core brand proposition and credibility, but messaging shows…
Different OVPs for different markets and audiences
Value that a site visitor get from your online brand or campaign that…
They can’t get from you offline?
They can’t get from competitors?
Develop content strategy to deliver OVPs
Communicate message forcefully: online and offline
Is you content exceptional?
www.i-to-i.com Video OVP See tips: http://mashable.com/2010/12/12/marketing-web-video/
Gaining site and business innovation ideas through Uservoice Crowdsource!
Content strategy example 68% CTR 229 downloads See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/
Do you need a content strategist?
“ Drive the development and organization of content that is useful, compelling and meaningful – directly on logitech.com and indirectly through distributed content ”
Trend 2 :
Digital marketing optimisation
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
Q. How automated is your optimization?
http://www.google.com/analytics/apps/results?category=Reporting%20Tools Recommended: Shuffle Point, GA Data Grabber
Source: Planned conversion optimisation
How effective is your scent? WHY CHOOSE US? WHERE / HOW TO BUY? NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> Example SCENT TRAILS
Autoglass MVT case study - control
TV Comparison +2.4% TV - Off +6.4% TV - On -1.3% +14.8%
Service message testing +5.3%
Use Feedback tools for… “ Why ” not “ What ” http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
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 ” .
Right Touching = Engagement optimisation
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
Social media marketing
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
Excuses why companies don’t engage through blogs, social media?
See how: http://www.mindjumpers.com/blog/2010/10/hm%E2%80%99s-use-ofl-media/
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 www.thomascook.com 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:
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