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

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

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

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

Do you have a digital marketing strategy? http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

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/

Two tales of the path to digital excellence http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

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

Strategy Opportunity 1
Content / engagement strategy
http://www.smartinsights.com/blog/digital-marketing-strategy/why-dont-many-companies-blog/ http:// www.asdamagazine.com /

http://www.ruderfinn.com/rfrelate/intent/intent-index.html

http://socialmediatoday.com/will-davis/278891/why-companies-say-they-want-social-media-really-want-content-marketing#comment-31665

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/

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/

Making it happen http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/

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

Q. How automated is your optimization?

http:// www.google.com/analytics/apps/results?category =Reporting%20Tools Recommended: Shuffle Point, GA Data Grabber

Planned conversion optimisation Source:

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 TV - Off TV - On

Service message testing

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 ” .

http:// whatusersdo.com/pv.php?mode =sample

Strategy opportunity 3
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

Strategy opportunity 4
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... 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

See how: http://www.mindjumpers.com/blog/2010/10/hm%E2%80%99s-use-ofl-media/

Opportunity 5:
Display resurgence
http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go

Retargeting/remarketing example

Opportunity 6:
There’s an app for that!
http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps/

http:// www.youtube.com/watch?v =v2vpvEDS00o

Opportunity 7 (Threat)
Googlization

Opportunity 8:
Social CRM
http://www.smartinsights.com/blog/digital-marketing-strategy/social-crm-strategy/

Recruiting to Twitter
via a prize draw
promoted in Twitter
Tip: Recruit to Twitter via Email

… And exclusive Facebook Benefits

Opportunity 9:
Multi-touch attribution
http:// bitly.com/betterattribution

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

Opportunity 10 (Threat):
Privacy Wars

http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy Opportunity 11: Digital marketing = marketing?

http://www.smartinsights.com/digital-marketing-strategy-alerts/marketing-models/

Let’s Connect! Questions & discussion welcome
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www.smartinsights.com
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uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey

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

by Fusion Marketing Experience / J-P De Clerck on Mar 26, 2011

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