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Digital Marketing Strategy Questions 2012


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8 questions to review your digital marketing strategy for 2012: attracting more with less. Presentation by Dave Chaffey at the #fusionmex Antwerp event.

8 questions to review your digital marketing strategy for 2012: attracting more with less. Presentation by Dave Chaffey at the #fusionmex Antwerp event.

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  • Mix? Client-side vs agency side?
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  • Transcript

    • 1. “Attracting more with less”8 questions to review your strategy for 2012 Dr Dave Chaffey, CEO, Smart Insights Presented at Fusion Marketing Experience: Antwerp, 2nd Dec 2011 Download presentation from: 1
    • 2. 2
    • 3. 3
    • 4. Driving traffic? That’s the old way Search marketing Email Your Affiliate marketing website marketing Offline and Display advertising Source: Updated from an idea by the great David Hughes 4
    • 5. The beating heart pushing content out... and encouraging interaction Newsletter Email Alerts Updates Competitions Social Network Your Authors Discussion brand site Blogs Staff Connection pages Readers News RSS feeds Alerts Updates Source: Updated from an idea by the great David Hughes 5
    • 6. Key acquisition questions?Big questionsQ1. Does your brand have personality + OVP?Q2. Mix = are you investing your time/money wisely?Q3. Is our publishing process effective?Q4. How do we make online campaigns moreengaging?Q5. Is your business “social by design?Q6. Are your practicing “deep SEO”?Q7. Are we siloed or multichannel?Q8. Are you “competing through analytics?” 6
    • 7. Q1Digital Marketing is simple: Its .... One Brand + Tribe vs Another 7
    • 8. Acquisition is simple = brand strength• Which is the strongest brand in your sector?• What gives them strength?• What does "strongest" online? • Most engaging • Most discussed • Most shareable = Links still matter • Most loved = Folks only share what they love because these want to be loved • Most visible = Media8 investment still matters
    • 9. Reasons content (inbound) marketing mattersSupports customers Supports acquisition • Copy converts • SEO • UGC, ratings • + AdWords convert • + Email marketing • Comparison tools • + PR convert • + Social media • On-site search content 9
    • 10. What is your brand• personality? Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.• Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. Source: 10
    • 11. Developing your OVP Key Point• 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 11
    • 12. Key brand messages definedthrough the customer journey 12
    • 13. 13
    • 14. Are you using your Q2 time/money wisely? ADVER ING TIS Paid search Display ads Affiliate marketing Digital signage Atomisation Paid of content Paid into ads media placementsDIGITAL PROPER TIESWebsite(s) P TNER NETWORKS AR Publisher editorialBlogs Owned Earned Influencer outreachMobile appsSocial presence media media Word-of-mouth Social networks Atomisation of conversations through through shared APIs and social widgets 14
    • 15. How is your mix? 15
    • 16. How do you compare? 16
    • 17. The latest benchmarks• Mobile sales growth • 11% of visits 2011, 4% 2010 • 6.6% of sales 2011, 2.3% in 2010• Social media • Facebook 0.8% of visits 2011, 0.73% 2010 • Twitter 0.02% of visits, 0.07% 2010 • But 9.2% conversion cf 5.7% average 17
    • 18. Q3“Every business is a multi- channel publisher now” 18
    • 20. SOCIAL MEDIA OPTIMISATION (SMO) “A systematic approach to improving the business contribution of social media marketing and related activities including PR, SEO, content marketing and display advertising integrated across all company online presences and offline communications” 20
    • 21. What is SMO?• Two views: • Narrow: Using social activities to support SEO • Broad: Improving effectiveness of all social media marketing • Optimising this process – from central hub: 21
    • 22. 22
    • 23. 23
    • 24. 24
    • 25. Key E-campaign ingredient 1? Q4NOT "corporate communications" BUT "Buzz Agents" 25
    • 26. Buzz = Engaging + Participative• Example engagement devices: • Search boxes • Questions • Quizzes • Polls • Calculators • Interactive Q&A • Viral games 26
    • 27. Key E-campaign ingredient 2? 27
    • 28. Tip. Give your campaign momentum, inertia! 28
    • 29. Key E-campaign ingredient 3? 29
    • 30. Remailing to opening-non converters Response increases by 25% for campaign First Campaign, Second Campaign, Open rate, 8 to Open rate, 50 to 10% 75% CCR = 0.2% CCR = 0.2% Tip. Repeat E-mailings where possible 30 30Source: E-consultancy Masterclass 2005 - BCA
    • 31. Multi-message example Email campaign 2 Remailing with urgency Response increases by 40% for campaign First Campaign, Second Campaign, CCR = 0.2% CCR = 0.2% Tip. Use time-limited offers 31Source: E-consultancy Masterclass 2005 - BCA
    • 32. Multi-message example - Email campaign 3 Response increases, 100% for direct mail piece. Teaser e-mail. No online response Direct Mail Combined response from e-mail and direct mail is 125% better than no e- mail. Pre-mail, with online response Direct Mail 32Source: E-consultancy Masterclass 2005 - BCA
    • 33. There’s life in Email (RE)Marketing • 1. Generic branded follow-up email : +10% conversion rate. • 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. • 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours:33 +200% conversion rate.Source:
    • 34. Key E-campaign ingredient 4? 34
    • 35. Outreach - reaching prospects and customers through your web or network 35
    • 36. Creating advocate communities 36
    • 37. Is your digital marketing Q5 “social by design” Daily fan page "likes" has doubled in the past year to 100 million"Facebook shouldnt be the only thing marketers do online, or in marketing. It should just be part of everything they do" "Mostly,Facebook does not deliver brand engagement, it delivers frivolous impressions" Joel Rubenstein 37
    • 38. Integratedcampaign example 38
    • 39. More like it… 39
    • 40. 40
    • 41. 41
    • 42. Twitter 42
    • 43. Not forgetting LinkedIn 43
    • 44. “Deep SEO” Q6 44
    • 45. 2011 SEOmoz factors Page level linksBrand-metricsSocial Domain authoritysignals Domain-level keyword usage Page-level keyword usage 45
    • 46. What is deep SEO?• Improving SEO that is non home page related. Most important for retailers… Reminder that • Multiple home pages matter (category/subcat) • Deeplinks matter • Duplicate content matters • Link equity flow through internal links matter • SMO matters • Example… 46
    • 47. How good is your key phrase-level reporting?•Should show: • Potential demand from key phrase estimators • Your actual performance (position, clicks, conversion, sales, value): • Paid – absolute and relative • Natural – absolute and relative Use “Google Keyword tool” to identify categories/volume of searches: 47
    • 48. Deep SEO example 48
    • 49. Get into attribution! Q7Source: 49
    • 50. Multichannel attribution – who gets the credit for sale? ItsDate complicated... Event Campaign Detail Onsite activity Landing Content14/01 Click SEO “Sun Holiday” Confirm Purchase15/01 View MSN banner “Winter sun”23/01 Click PPC “Hotels in Kos”24/01 Click Tradedoubler Partner X3/02 View Email “Special Offer”4/02 Direct www.thomascook.com5/02 Click SEO “Thomas Cook” Source: 50
    • 51. 51
    • 52. Multichannel attribution 52
    • 53. Multichannel analysis 53
    • 54. Measuring multichannel social ROI Source: 54
    • 55. Q8 55
    • 56. Competing on analytics 56
    • 57. What are the goals for this site? What is a successful visit? 57
    • 58. Example goals pages• Brochure • This is funnel top • Value assigned: • E.G £10• Other goals pages: • Call back page • Taster page • Email signup 58|
    • 59. Measure Reach Encourage Convert Engage customers Audience Action incl lead To sale to retain and grow generationTracking  Unique visitors  Online opportunity  Online sales  Email list qualitymetrics  New visitors (lead) volume volume  Email  Visits  Offline opportunity  Offline sales engagement  Conversation (lead) volume volume quality volume generated from generated from  Transactions online onlinePerformance  Share of audience  Page engagement  Conversion rate  Activedrivers  Share of search rate (Bounce rate, to sale customers% (site(diagnostics)  Brand/direct visits duration)  Channel and email active)  Lead conversion rate conversion rates  Active social by engagement tool  Category followers conversion rates  Repeat conversion rateCustomer-  Cost per click and  Cost per lead  Average order  Lifetime valuecentric KPIs cost per sale  Customer satisfaction value  Customer loyalty  Brand awareness  Cost per sale index  Conversation  Customer  Customer polarity satisfaction advocacy (sentiment)  Products per customerBusiness  Audience share  Goal value per visit  Revenue per visit  Retained salesvalue KPIs (owned media) or  Online lead  Online-originated growth and  Share of voice contribution contribution to volume (earned media) (n,£, % of total) sales, revenue  Revenue per 59 and product channel and category
    • 60. RACE performance framework 60
    • 61. Are you "Always On"? 6161
    • 62. Let’s Connect! Questions & discussion welcome • • Twitter / Feed • Email Newsletter 62