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11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex
 

11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex

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Presentation by Dr. Dave Chaffey - @smartinsights - for the Fusion Marketing Brussels event #fusionmex - 11 Digital Marketing Strategy issues for 2011

Presentation by Dr. Dave Chaffey - @smartinsights - for the Fusion Marketing Brussels event #fusionmex - 11 Digital Marketing Strategy issues for 2011

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http://www.richard-sedley.net 918
http://www.smcitizens.com 332
http://www.fusionmarketingexperience.com 290
http://flavors.me 10
http://paper.li 9
http://contentmarketingexperience.i-scoop.eu 5
http://www.conversionation.net 4
http://sedley.bo.lt 3
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  • Mix? Client-side vs agency side?
  • 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 .’ http://www.useit.com/alertbox/20010722.html 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

11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex 11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex Presentation Transcript