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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  • 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 Presentation Transcript

  • 1. 11 Digital Marketing Strategy issues for 2011 Dr Dave Chaffey, CEO, Smart Insights Presented to Fusion Marketing Experience: Brussels, 23 rd March 2011 Download presentation from: SmartInsights.com /presentations
  • 2. Not!
  • 3. 11 #digitalmarketing strategy issues Opportunities Threats and headaches
    • Content / engagement strategy
    7. Googlization
    • 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
  • 4. About Dave Chaffey
    • Analytics
    • advice, software
    • & consulting
    • www.smartinsights.com /
    • Search &
    • conversion
    • consulting
    • www.clickthrough-marketing.com
    Books Qualifications: Cert DigM and Dip DigM Best practice guides
  • 5. Do you have a digital marketing strategy? http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy
  • 6. Which is more effective? Trend following or vision following? http://www.smartinsights.com/blog/digital-marketing-strategy/vision-mission-statements-for-ecommerce-and-digital-marketing/
  • 7. Two tales of the path to digital excellence http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
  • 8. The journey to digital marketing http://blogs.cisco.com/news/timeline-of-social-media-at-cisco / http://video.forbes.com/fvn/cmo/how-cisco-does-social-media
  • 9. Strategy Opportunity 1
    • Content / engagement strategy
    http://www.smartinsights.com/blog/digital-marketing-strategy/why-dont-many-companies-blog/ http:// www.asdamagazine.com /
  • 10. http://www.ruderfinn.com/rfrelate/intent/intent-index.html
  • 11. http://socialmediatoday.com/will-davis/278891/why-companies-say-they-want-social-media-really-want-content-marketing#comment-31665
  • 12. Developing your OVP
    • Core brand proposition = Marketing Mix:
      • 1 Who you are?
      • 2 What you do?
      • 3 Where you do it?
      • 4 What makes you different?
      • 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
    Key Point http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/
  • 13. Is you content EXCEPTIONAL?
  • 14. www.i-to-i.com Video OVP See tips: http://mashable.com/2010/12/12/marketing-web-video/
  • 15. Gaining site and business innovation ideas through Uservoice Crowdsource!
  • 16. Content strategy example 68% CTR 229 downloads See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/
  • 17. Making it happen http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/
  • 18. Strategy opportunity 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
  • 19. Q. How automated is your optimization?
  • 20. http:// www.google.com/analytics/apps/results?category =Reporting%20Tools Recommended: Shuffle Point, GA Data Grabber
  • 21. Planned conversion optimisation Source:
  • 22.  
  • 23. How effective is your scent? WHY CHOOSE US? WHERE / HOW TO BUY? NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> Example SCENT TRAILS
  • 24. Autoglass MVT case study - control
  • 25. TV Comparison TV - Off TV - On
  • 26. Service message testing
  • 27. 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 ” .
  • 28. http:// whatusersdo.com/pv.php?mode =sample
  • 29. Strategy opportunity 3
    • Right Touching = Engagement optimisation
  • 30. Your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
  • 31. 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
  • 32. Q. Do you have an event triggered E-communications strategy?
  • 33. BT - It’s all about past actions… “Recognition of activity” Purchase Dispatched +7d +14d +21d Recognition of previous purchase
  • 34. Strategy opportunity 4
    • Social media marketing
  • 35. Driving traffic? That’s the old way Source: Updated from an idea by the great David Hughes
  • 36. The beating heart pushing content out... and encouraging interaction Authors Staff Readers News Alerts Updates Competitions Discussion Connection Newsletter Alerts Updates Source: Updated from an idea by the great David Hughes Your site
  • 37.  
  • 38.  
  • 39. See how: http://www.mindjumpers.com/blog/2010/10/hm%E2%80%99s-use-ofl-media/
  • 40. Opportunity 5:
    • Display resurgence
    http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go
  • 41. Retargeting/remarketing example
  • 42. Opportunity 6:
    • There’s an app for that!
    http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps/
  • 43. http:// www.youtube.com/watch?v =v2vpvEDS00o
  • 44. Opportunity 7 (Threat)
    • Googlization
  • 45. Opportunity 8:
    • Social CRM
    http://www.smartinsights.com/blog/digital-marketing-strategy/social-crm-strategy/
  • 46.
    • Recruiting to Twitter
    • via a prize draw
    • promoted in Twitter
    Tip: Recruit to Twitter via Email
  • 47. … And exclusive Facebook Benefits
  • 48. Opportunity 9:
    • Multi-touch attribution
    http:// bitly.com/betterattribution
  • 49. Multichannel attribution – who gets the credit for sale? Source: 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
  • 50.  
  • 51. Opportunity 10 (Threat):
    • Privacy Wars
  • 52. http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy Opportunity 11: Digital marketing = marketing?
  • 53. http://www.smartinsights.com/digital-marketing-strategy-alerts/marketing-models/
  • 54. Let’s Connect! Questions & discussion welcome
    • Blog
    • www.smartinsights.com
    • Feeds
    • www.feedburner.com/smartinsights
    • Email Newsletter
    • www.smartinsights.com
    uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey