Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Succeeding with 
Digital Marketing 
in 2015 
1 
Leeds University 
Business School 
Wed 15th October 
Dr Dave Chaffey 
Smar...
2 
About 
Dave 
About Dave Chaffey 
• Author of 5 bestselling marketing 
books 
• Editor of SmartInsights.com - a 
marketi...
Which digital tactic will give 
your business the biggest 
commercial benefits in 2015? 
 1. Content marketing 
 2. Conv...
4 
Vote!
5
6 
| 6 
www.onlinetefl.com
7
How not to do content marketing… 
https://www.youtube.com/watch?v=2YBtspm8j8M 
8
9 http://bit.ly/smartgraphics
#1 A defined Digital Strategy 
Does your business have a 
defined digital strategy or 
10 
plan? 
 PLAN
#2 Define audience and select best targeting options 
11 
 PLAN 
Online targeting options Method 
1. Classic profile-base...
12 
Targeting Technique: 
Multichannel Personas 
For each persona define preferences for: 
 Platforms 
(web, email, mobil...
Hubspot marketing personas 
13 
Pers http://bit.ly/smartpersonas
14 
#3 A Brand OVP/YouTility 
Audience use of 
digital and social 
media > Personas 
Commercial goals > 
Customer 
engagem...
15
Develop and communicate your OVP 
16 
 PLAN 
http://bit.ly/smartovp 
http://bit.ly/smartmix
17
18 
#4 A brand personality? 
How can you/should you STRETCH? 
 Personality is the unique, authentic, and talkable soul 
o...
19 
Source: Ogilvy, TNS and Google Path to Purpose July 2014
20
21 
Improving Reach 
Key Trends 
 Increased micro-targeting options 
 Mobile targeting 
 Engagement through Visual Apps...
Today’s complex customer journeys 
22 
Source: Online marketplace mapping
Technique: Customer journey mapping 
23 
Source: Smart Insights Persona Toolkit
24 
Selecting the best communications mix 
 REACH
25 
#5 SEO and PPC 
 Win for range of 
customer searches 
 B2B example 
 1. Generic 
“Accountants” 
 2. Long-tail 
“Bo...
26
 REACH 
Tip: Review Display Network and 
Remarketing options 
Effectiveness (potential sales volume) 
27 
Investment (res...
Google AdWords Remarketing example 
28
29 
Increasing InterACTion 
Key trends 
 Interactive content marketing 
 Investment in outreach 
 Immersive-responsive ...
#7 Define and optimize conversion pathways 
30 
 ACT
31 
Source: Simple Usability benchmark 
Video example: https://www.youtube.com/watch?v=twa9lhKIHcc&list=PLCBA90C856CAEF172
32
#8 A kickass content marketing strategy 
33 
http://bit.ly/smartercontent
Criteria? 
 Rev/visit 
 Demand+ lead gen 
 Amplify 
 Brand fit 
 SEO 
 Longevity 
 Authority/Thought 
Leadership 
...
Source: Velocity Partners 
35
Source: Velocity Partners 
36
37 
Increasing Conversion 
Key trends 
 Evolutionary site design / growth hacking 
 Mobile CRO 
 Improvements to Univer...
Improving customer experiences 
38 
View Clip
39 
#9. A CRO mindset + process 
Source: Chris Goward - WiderFunnel
40
UK Ecommerce example of CRO mindset 
41
42 
http://www.youtube.com/watch?v=VRYbpfrrxbg
Use the free Google Content Experiments – we do! 43
44 
Improving Engagement 
Key trends 
 Customer satisfaction and feedback 
 Social media marketing 
 Engaging Email mar...
Technique : Understanding loyalty drivers 
45
46 
Practical Tip – using customer feedback tools 
http://bit.ly/smartfeedback
Assessing Customer Effort 
47 
Source: eDigitalResearch
Are we falling out of love with 
“Forrester: Facebook and Twitter Do Almost Nothing for Sales” 
48 
social media? 
Source
49 
Will you Ello?
50 
#10 Marketing Automation
51 
Technique. Marketing Automation 
Automated Email Sequences > Targeted > Behavioural
Marketing Automation example 
52 
(RE)Marketing 
 1. Generic branded follow-up 
email : 
+10% conversion rate. 
 2. Pers...
An example 
of improving 
Marketing 
Automation 
:Halfords case study 
53
54 
Source: 7 Steps to Digital Transformation Infographic
http://bit.ly/smartstrategy 55
56 
Let’s Connect! 
Questions & discussion welcome 
SmartInsights.com:: Plan | Manage | Optimize 
Free, Basic member tools...
Upcoming SlideShare
Loading in …5
×

10 Digital Marketing Essentials for any type of business

6,560 views

Published on

What are the techniques of online marketing that businesses MUST get right today? Dave Chaffey of Smart Insights presented at Portsmouth Business School on 8th October 2014 and repeated with a longer version at Leeds University Business School on 15th October.

Published in: Marketing
  • Be the first to comment

10 Digital Marketing Essentials for any type of business

  1. 1. Succeeding with Digital Marketing in 2015 1 Leeds University Business School Wed 15th October Dr Dave Chaffey SmartInsights.com www.slideshare.net/davechaffey/
  2. 2. 2 About Dave About Dave Chaffey • Author of 5 bestselling marketing books • Editor of SmartInsights.com - a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results. • Annual and monthly options. Supports students (full-time, and professional) with a 50% discount
  3. 3. Which digital tactic will give your business the biggest commercial benefits in 2015?  1. Content marketing  2. Conversion rate optimisation (CRO)  3. Mobile marketing  4. Search marketing (SEO and PPC)  5. Social media marketing 3
  4. 4. 4 Vote!
  5. 5. 5
  6. 6. 6 | 6 www.onlinetefl.com
  7. 7. 7
  8. 8. How not to do content marketing… https://www.youtube.com/watch?v=2YBtspm8j8M 8
  9. 9. 9 http://bit.ly/smartgraphics
  10. 10. #1 A defined Digital Strategy Does your business have a defined digital strategy or 10 plan?  PLAN
  11. 11. #2 Define audience and select best targeting options 11  PLAN Online targeting options Method 1. Classic profile-based demographic segmentation Target customer groupings according to their characteristics & motivations 2. Customer value Assess customers by current and future value potential 3. Web design personas Target 2-10 typical customer journeys 4. Customer lifecycle Target messages according to length of time using online services 5. Purchase and response behaviour Use “sense and respond” behavioural targeting based on RFM 6. Channel preference Communicate with customer in their preferred media (and according to value) 7. Buying motivations and behaviours Evaluation method and sensitivity to pricing against features, benefits, brand value 8. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour. http://bit.ly/smarttargeting
  12. 12. 12 Targeting Technique: Multichannel Personas For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands www.dulux.co.uk Customer persona toolkit: http://bit.ly/smartpersonas
  13. 13. Hubspot marketing personas 13 Pers http://bit.ly/smartpersonas
  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. Develop and communicate your OVP 16  PLAN http://bit.ly/smartovp http://bit.ly/smartmix
  17. 17. 17
  18. 18. 18 #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:
  19. 19. 19 Source: Ogilvy, TNS and Google Path to Purpose July 2014
  20. 20. 20
  21. 21. 21 Improving Reach Key Trends  Increased micro-targeting options  Mobile targeting  Engagement through Visual Apps  Quality SEO signals
  22. 22. Today’s complex customer journeys 22 Source: Online marketplace mapping
  23. 23. Technique: Customer journey mapping 23 Source: Smart Insights Persona Toolkit
  24. 24. 24 Selecting the best communications mix  REACH
  25. 25. 25 #5 SEO and PPC  Win for range of customer searches  B2B example  1. Generic “Accountants”  2. Long-tail “Bookkeeping Sage25”  3. Local “Accountants Leeds”  4. International  5. Mobile  6. Image/video
  26. 26. 26
  27. 27.  REACH Tip: Review Display Network and Remarketing options Effectiveness (potential sales volume) 27 Investment (resource needed) AdWords Generic #6 Experiment to test the best media investments SEO Long Tail AdWords Remarketing Facebook custom audiences Social amplification Media related PR Influencer PR Integrated content campaigns Blog marketing Sponsored Tweets Instagram FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts AdWords Tail AdWords PLA AdWords Mobile (Enhanced campaigns) SEO Generic
  28. 28. Google AdWords Remarketing example 28
  29. 29. 29 Increasing InterACTion Key trends  Interactive content marketing  Investment in outreach  Immersive-responsive landing pages
  30. 30. #7 Define and optimize conversion pathways 30  ACT
  31. 31. 31 Source: Simple Usability benchmark Video example: https://www.youtube.com/watch?v=twa9lhKIHcc&list=PLCBA90C856CAEF172
  32. 32. 32
  33. 33. #8 A kickass content marketing strategy 33 http://bit.ly/smartercontent
  34. 34. Criteria?  Rev/visit  Demand+ lead gen  Amplify  Brand fit  SEO  Longevity  Authority/Thought Leadership  Individual pain points?  Repurposeability  Risk/reward 34 Brainstorming your best content mix
  35. 35. Source: Velocity Partners 35
  36. 36. Source: Velocity Partners 36
  37. 37. 37 Increasing Conversion Key trends  Evolutionary site design / growth hacking  Mobile CRO  Improvements to Universal Analytics
  38. 38. Improving customer experiences 38 View Clip
  39. 39. 39 #9. A CRO mindset + process Source: Chris Goward - WiderFunnel
  40. 40. 40
  41. 41. UK Ecommerce example of CRO mindset 41
  42. 42. 42 http://www.youtube.com/watch?v=VRYbpfrrxbg
  43. 43. Use the free Google Content Experiments – we do! 43
  44. 44. 44 Improving Engagement Key trends  Customer satisfaction and feedback  Social media marketing  Engaging Email marketing – TEST, LEARN, REFINE
  45. 45. Technique : Understanding loyalty drivers 45
  46. 46. 46 Practical Tip – using customer feedback tools http://bit.ly/smartfeedback
  47. 47. Assessing Customer Effort 47 Source: eDigitalResearch
  48. 48. Are we falling out of love with “Forrester: Facebook and Twitter Do Almost Nothing for Sales” 48 social media? Source
  49. 49. 49 Will you Ello?
  50. 50. 50 #10 Marketing Automation
  51. 51. 51 Technique. Marketing Automation Automated Email Sequences > Targeted > Behavioural
  52. 52. Marketing Automation example 52 (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: +200% conversion rate. Source: Smart Insights: Email re-marketing http://bit.ly/smarteremail
  53. 53. An example of improving Marketing Automation :Halfords case study 53
  54. 54. 54 Source: 7 Steps to Digital Transformation Infographic
  55. 55. http://bit.ly/smartstrategy 55
  56. 56. 56 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  50% Student Discount – contact us! uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/

×