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10 Digital Marketing Essentials for any type of business

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.

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Succeeding with 
Digital Marketing 
in 2015 
1 
Leeds University 
Business School 
Wed 15th October 
Dr Dave Chaffey 
SmartInsights.com 
www.slideshare.net/davechaffey/
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
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 
Vote!
5
6 
| 6 
www.onlinetefl.com

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10 Digital Marketing Essentials for any type of business

  • 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 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. 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
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  • 6. 6 | 6 www.onlinetefl.com
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  • 8. How not to do content marketing… https://www.youtube.com/watch?v=2YBtspm8j8M 8
  • 10. #1 A defined Digital Strategy Does your business have a defined digital strategy or 10 plan?  PLAN
  • 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 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. Hubspot marketing personas 13 Pers http://bit.ly/smartpersonas
  • 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
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  • 16. Develop and communicate your OVP 16  PLAN http://bit.ly/smartovp http://bit.ly/smartmix
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  • 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 Source: Ogilvy, TNS and Google Path to Purpose July 2014
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  • 21. 21 Improving Reach Key Trends  Increased micro-targeting options  Mobile targeting  Engagement through Visual Apps  Quality SEO signals
  • 22. Today’s complex customer journeys 22 Source: Online marketplace mapping
  • 23. Technique: Customer journey mapping 23 Source: Smart Insights Persona Toolkit
  • 24. 24 Selecting the best communications mix  REACH
  • 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
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  • 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
  • 29. 29 Increasing InterACTion Key trends  Interactive content marketing  Investment in outreach  Immersive-responsive landing pages
  • 30. #7 Define and optimize conversion pathways 30  ACT
  • 31. 31 Source: Simple Usability benchmark Video example: https://www.youtube.com/watch?v=twa9lhKIHcc&list=PLCBA90C856CAEF172
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  • 33. #8 A kickass content marketing strategy 33 http://bit.ly/smartercontent
  • 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
  • 37. 37 Increasing Conversion Key trends  Evolutionary site design / growth hacking  Mobile CRO  Improvements to Universal Analytics
  • 39. 39 #9. A CRO mindset + process Source: Chris Goward - WiderFunnel
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  • 41. UK Ecommerce example of CRO mindset 41
  • 43. Use the free Google Content Experiments – we do! 43
  • 44. 44 Improving Engagement Key trends  Customer satisfaction and feedback  Social media marketing  Engaging Email marketing – TEST, LEARN, REFINE
  • 45. Technique : Understanding loyalty drivers 45
  • 46. 46 Practical Tip – using customer feedback tools http://bit.ly/smartfeedback
  • 47. Assessing Customer Effort 47 Source: eDigitalResearch
  • 48. Are we falling out of love with “Forrester: Facebook and Twitter Do Almost Nothing for Sales” 48 social media? Source
  • 49. 49 Will you Ello?
  • 50. 50 #10 Marketing Automation
  • 51. 51 Technique. Marketing Automation Automated Email Sequences > Targeted > Behavioural
  • 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. An example of improving Marketing Automation :Halfords case study 53
  • 54. 54 Source: 7 Steps to Digital Transformation Infographic
  • 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/

Editor's Notes

  1. Trends are recommendations of key issues to consider to improve performance. Sharing examples of performance data.
  2. Majority in Reach since gaining attention within increase of media channels is biggest challenge
  3. OVP = Online Value Proposition
  4. Source: Path to Purchase Generation C: C = Content, Control. See: http://trendwatching.com/trends/GENERATION_C.htm
  5. 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
  6. 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
  7. 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
  8. 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
  9. See the Ad Contrarian – Bob Hoffmann: http://www.adrants.com/2014/04/bob-hoffman-says-marketers-are-drowning.php