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Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
Smartinsights - On the edge digital
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Smartinsights - On the edge digital

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  • A toolkit
  • Look familiar
  • Identify qualifiers

    + risks
    + costs
    + treatment
  • 200 in initial period, but 200 doubled
  • Transcript

    • 1. 1 Driving Business Growth Using Digital Marketing On the Edge Digital Manchester 23rd May 2013 Dr Dave Chaffey CEO: SmartInsights.com Download presentation: SmartInsights.com/ote2013/
    • 2. 2 Latest 2013 inbound marketing research
    • 3. 3 Growth example: Hubspot.com
    • 4. 4 Growth example: ASOS.com Cities sending traffic in February 2013
    • 5. 5
    • 6. 6
    • 7. 7
    • 8. 8
    • 9. 9 Learning from the Growth Hackers Source: Learning from Growth Hackers post
    • 10. 10 Growth hacking tools?
    • 11. 11 A Growth hacking example… Test 1
    • 12. 12 Test 2
    • 13. 13
    • 14. 14
    • 15. 15  Books  Online advice and consulting www.smartinsights.com About Dave Chaffey Code: SMARTEDGE (25% discount for 1 week only)
    • 16. 16 Strategy success factor 1 Digital marketing is marketing
    • 17. 17 One value proposition against another… Source: Marketing Experiments
    • 18. 18
    • 19. 19
    • 20. 20 Autoglass mobile optimised site – Mobile Value Proposition (MVP) www.autoglass.co.uk http://m.autoglass.co.uk
    • 21. 21 Strategy success factor 2 Develop your strategy
    • 22. 22
    • 23. 23
    • 24. 24 Strategy success factor 3 Apply customer insight
    • 25. 25 Customer feedback tools http://bit.ly/smartfeedback
    • 26. 26 Use on/offline personas
    • 27. 27See Forrester.com
    • 28. 28 Strategy success factor 4 Measurement and Optimization are your foundation
    • 29. 29 Will you get the balance right? Investment in CRO? Mobile and social are sexy, and important for the future. But today 98% of your revenue comes from Email, Affiliate, Display, Search. At least 50% of your attention / love / obsession should be to continuously get good at 98% of your revenue. You'll likely survive longer. : )
    • 30. 30 Landing Page Lifetime: Continually Evolving Success  Conversion rate has increased over ten times since 2008.  We continually test and try new ideas and messages.  Angel Springs now sets the standards others follow. 2008 2009 2011 2013
    • 31. 31
    • 32. 32 Source: Google Analytics vs Universal Analytics
    • 33. 33 Use Google Analytics MCF to understand true value 3 3 Measuring assists in Google Analytics Google’s new social reports
    • 34. 34Tool: Google’s new customer journey to online purchase tool
    • 35. 35 Strategy success factor 5 Create joined-up omnichannel journeys Smart Insights: ROPO summary of Google case
    • 36. 36 Consumer digital platform demand at Debenhams 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% Total Hourly Demand by Device Dotcom iPad Mobile Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
    • 37. 37 88% Debenhams customers use mobile to browse vs. 12% purchase 0% 20% 40% 60% 80% 100% 120% Store Website msite Apps Browse vs. purchase channels Browse Purchase Mobile influencing store sales Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
    • 38. 38 Barcode scanner driving mobile interactions in store Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
    • 39. 39 Reviewing satisfaction levels by channel / platform Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
    • 40. 40 Strategy success factor 6 Integrate search, social and email marketing
    • 41. 41 Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs <Need> + <Qualifiers> Google Agency Toolkit
    • 42. 42 Defining consuming search behaviours / targeting with qualifiers
    • 43. 43
    • 44. 44
    • 45. 45 Strategy success factor 7 Engagement is the biggest challenge
    • 46. 46 The problem with blogging…
    • 47. 47 More what we’re looking for!
    • 48. 48
    • 49. 49 Example of an integrated social media campaign
    • 50. 50 Strategy success factor 8 Use the latest best practice
    • 51. 51 2013 Best Practice  SEO  Outreach, e.g. guest blogging  Engagement – still “Long Clicks”  Personalisation – Google+ / SPYW?  Rel=“Author”  Google+ Local  HREFLANG for international, etc  AdWords  Enhanced campaigns inc mobile  Social extensions  Google Shopping  Re-marketing / Re-targeting Download presentation: SmartInsights.com/ote2013/
    • 52. 52 Let’s Connect! Questions & discussion welcome SmartInsights.com  Blog www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsi ghts  Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey ww.twitter.com/DaveChaffey https://plus.google.com/u/0/10625135037962 2013691

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