E-commerce Forum 2015: Digital Marketing Best Practice by Smart Insights

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Digital Marketing Best Practice by Dave Chaffey

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  • 1. best methods of programmatic display buying 2. student best practices in digital marketing -- http://thedigitalmarketinginsights.com/
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  • Majority in Reach since gaining attention within increase of media channels is biggest challenge
  • Source: Path to Purchase

    Generation C: C = Content, Control. See: http://trendwatching.com/trends/GENERATION_C.htm
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • Easy with products add to cart, conversion to sale, transactions.
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • E-commerce Forum 2015: Digital Marketing Best Practice by Smart Insights

    1. 1. 1 Digital Marketing in 2015 10 Essentials for Ecommerce marketing Dr Dave Chaffey. SmartInsights.com
    2. 2. 2 About Dave Chaffey • Digital marketing consultant/trainer since 1997 • Author of 5 bestselling marketing books • Editor of SmartInsights.com - a marketing advice site with Expert (Pro) members in over 80 countries using our planning guides, templates and online courses to improve results.
    3. 3. 3 http://bit.ly/smartstrategy
    4. 4. 4 Mobile tipping point passed
    5. 5. 5 The multiplatform majority?
    6. 6. 6 Is mobile responsive sufficient?
    7. 7. 7 Or is adaptive needed?
    8. 8. 8 AO.com adaptive
    9. 9. 9 http://bit.ly/smartgraphics
    10. 10. 10 #1 A defined Digital Strategy  PLAN Download Digital Marketing 2015 report: http://bit.ly/smartdigital2015
    11. 11. 11 Download Digital Marketing 2015 report: http://bit.ly/smartdigital2015
    12. 12. 12 #2 Define audience and select best targeting options  PLAN http://bit.ly/smarttargeting Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference
    13. 13. 13 The RS NewsletterHero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Local Module Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules Optional modules for any local activity/information. Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference
    14. 14. 14 #3 A Brand OVP/YouTility Audience use of digital and social media > Personas Commercial goals > Customer engagement > OVP > Marketing Mix Branded Content Marketing Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools OVP = Online Value Proposition = Brand Adding Value to Audience  Help me do my job / live my life  Help me develop / learn  Help Make me look good  Help Entertain Me!  Help me Select and Use Products http://bit.ly/smartovp  PLAN http://bit.ly/smartpersonas
    15. 15. 15
    16. 16. 16 ASOS published CRO improvements
    17. 17. 17 #4 A brand personality? How can you/should you STRETCH?  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:
    18. 18. 18 Source: Ogilvy, TNS and Google Path to Purpose July 2014
    19. 19. 19 View clips Making the experience human
    20. 20. 20 Improving Reach Key Trends  Increased micro-targeting options  Mobile targeting  Engagement through Visual Apps  Quality SEO signals
    21. 21. 21 Why content marketing matters Q. Do you have a blog? Q. Is blog traffic ‘significant’ to your business? Source: Similar Web
    22. 22. 22 Search and Email Marketing Rock! Social Sucks! Source: Custora Pulse Customer Acquisition by email has quadrupled over the last four years.
    23. 23. 23 Today’s complex customer journeys Source: Online marketplace mapping
    24. 24. 24 #5 SEO and PPC  Win for range of customer searches  B2B example  1. Generic “Accountants”  2. Long-tail “Bookeeping Sage25”  3. Local “Accountants Portsmouth”  4. International  5. Mobile  6. Image/video
    25. 25. 25
    26. 26. 26 / More on update
    27. 27. 27  REACH #6 Experiment to test the best media investments: 70: 20: 10
    28. 28. 28 Google AdWords Remarketing example
    29. 29. 29 New Facebook retail retargeting Source: Smart Insights alert
    30. 30. 30 Increasing InterACTion Key trends  Interactive content marketing  Investment in outreach  Immersive-responsive landing pages
    31. 31. 31 #7 Define and optimize conversion pathways  ACT
    32. 32. 32
    33. 33. 33 Define Top Tasks?
    34. 34. 34 #8 A kickass content marketing strategy http://bit.ly/smartercontent
    35. 35. 35 Pop-ups work (unfortunately) Source: Kath Pay on Smart Insights
    36. 36. 36
    37. 37. 37 Increasing Conversion Key trends  Evolutionary site design / growth hacking  Mobile CRO  Improvements to Universal Analytics
    38. 38. 38 #9. A CRO mindset + process Source: Chris Goward - WiderFunnel
    39. 39. 39
    40. 40. 40 UK Ecommerce example of mindset
    41. 41. 41 http://www.youtube.com/watch?v=VRYbpfrrxbg
    42. 42. 42Use the free Google Content Experiments – we do!
    43. 43. 43 Practical Tip – using customer feedback tools http://bit.ly/smartfeedback
    44. 44. 44 Improving Engagement Key trends  Customer satisfaction and feedback  Social media marketing  Engaging Email marketing – TEST, LEARN, REFINE
    45. 45. 45 Mobile First!
    46. 46. 46 …Mobile first? Source: Litmus Dec 2014
    47. 47. 47 Make your first 3 CTAs count! Source: Litmus Dec 2014
    48. 48. 48
    49. 49. 49 An example of improving Marketing Automation :Halfords case study
    50. 50. 50Source: 7 Steps to Digital Transformation Infographic
    51. 51. 51 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools  Managing Digital Marketing 2014 report  Managing Customer Experiences 2014 report  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guides to all digital marketing  DIY Planning and optimisation templates in Word, Excel and Powerpoint  www.smartinsights.com/membership/expert- member-reasons  Personal Discount! DAVESAVE20 uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/

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