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Best Practices inDigital marketingFor Leeds Metropolitan UniversityNovember 1st 2012Dr Dave ChaffeyCEO: SmartInsights.comD...
About Dave Chaffey Books    Online advice and consulting             www.smartinsights.com           Qualifications and...
Why are best practices needed? Consumer engagement is tough Fierce competition across each of PRACE To avoid this….    ...
Ling’s Cars              Ling’s Cars   4
This month (Feb 2012) so far, I have sold 18 Merc C-  Class (to chose a significant car). That is a £30k car.Payments will...
What is “best practice”      for digital marketing? A process? A technique? A mindset?Need? Framework Capability revi...
Q. Have we benchmarked ourdigital marketing capabilities?       http://bit.ly/smarthealthcheck                            ...
Where does “best practice”           originate? Opinion  Beware the gurus! Experience  Relevant case studies Testing ...
 PLAN:  Insight  Journey   analysis  Targeting  OVP    9
10
What happens if there     is no digital plan?                            11
Harnessing insight                 http://bit.ly/smartbenchmarking                                              12
Group common search behaviours      NOT keyword LISTS:     Need: treatment/surgery      Concerns: risks/costs     <Need> +...
Use on/offline personas                          14
15
Customer journey analysis                    Transaction   Interaction   Reach                       layer         layer  ...
Use Google Analytics MCF to understand true value     Measuring assists in Google Analytics       Google’s new social repo...
Understandingmultichannel journeys       Smart Insights: ROPO summary of Google case                                      ...
Consistent OVP through customer journeys                                    19
 REACH  Mix  SEO  Viral      20
21
A balanced traffic mix?            Source: Google 2010   22
Is ethical SEO “best practice”?    Dark Inky Black Hat SEO: So evil he’s a typosquatter installing spyware. Plain illegal...
A case in point…                   24
Google+ matters (to SEO)                       25
 ACT  Content   marketing  UX        26
27
TEFL Taster example                                   28Smart Insights Explainer example
Example of an integrated                           29social media campaign
30
Source: Jakob Nielsen useit.com                                  31
Persistent UX myth 1:     3 click rule                   Source: UIE                          32
Persistent UX myth 2:Make the home page scrollable                 Source: CX Partners                                    ...
Source: CX Partners                      34
Persistent UX myth 3:   The home page is most important        to get right / optimiseIn 2003, 39 percent of the page view...
Effective home page examples                         36
 CONVERT  CRO         37
Mobile and social are sexy, and important for the future. But today98% of your revenue comes from Email, Affiliate, Displa...
39
40
How we encourage conversion...  50% Student    Discount    Available                          41
 ENGAGE  Customer   comms  Social   media  Mobile   marketing        42
43
Parasuraman,A.;Berry,Leonard L.;Zeithaml,Valarie A.,“A Conceptual Model of Service Quality and Its Implications for Future...
Ask “Why” as well as “what” - use feedback tools      Key                                                                 ...
www.whatusersdo.com   46
Gaining site and business innovation      ideas through Uservoice     Tools: http://bit.ly/smartfeedback                  ...
Source: Dan Zarrella                       48
Your email marketing capability?Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission   ...
Test version A             Test version BSend Volume: 10,000        Send Volume: 10,000        Main BroadcastSample criter...
Templates that work in the inbox –    beware image blocking                                     51
The ? growth of mobile                         52
Source: Craig Sullivan (Belron/Autoglass)53
Mobile best practice?          Source: Mobile marketing 2015                                          54
Conclusions? You can run an online business by best practice alone,  but… to make the most of opportunities you need… A ...
Let’s Connect!                    Questions & discussion welcome                     SmartInsights.com/leedsmet/          ...
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Best practices in digital marketing 2012 - dave chaffey smart insights

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A talk for Leeds Metropolitan Business School. 1st November 2012

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Best practices in digital marketing 2012 - dave chaffey smart insights

  1. 1. Best Practices inDigital marketingFor Leeds Metropolitan UniversityNovember 1st 2012Dr Dave ChaffeyCEO: SmartInsights.comDownload presentation:SmartInsights.com/leedsmet/ 1
  2. 2. About Dave Chaffey Books  Online advice and consulting www.smartinsights.com  Qualifications and training www.theidm.com  Insights Director www.clickthrough-marketing.com 2
  3. 3. Why are best practices needed? Consumer engagement is tough Fierce competition across each of PRACE To avoid this…. 3
  4. 4. Ling’s Cars Ling’s Cars 4
  5. 5. This month (Feb 2012) so far, I have sold 18 Merc C- Class (to chose a significant car). That is a £30k car.Payments will typically be more than £12,000 of paymentcommitment over 3-years. Try converting and getting anorder for £12,000 from a website! Therefore I have to try harder than most websites... Yes, many people will take one look, or make one visit and leave, never to come back. Many people complain about retina burn etc. But, so what? I *HAVE* to polarise visitors, and get them to chooseto stay or go. Its no good being average, no one would commit to £12k of payments over 3 years if I was average. So the argument that I get drop-off is very valid. Source: Ling’s cars and the art of persuading visitors to buy 5
  6. 6. What is “best practice” for digital marketing? A process? A technique? A mindset?Need? Framework Capability review The right resources 6
  7. 7. Q. Have we benchmarked ourdigital marketing capabilities? http://bit.ly/smarthealthcheck 7
  8. 8. Where does “best practice” originate? Opinion  Beware the gurus! Experience  Relevant case studies Testing  Using analytics Research  What sample size/frame, sector? 8
  9. 9.  PLAN:  Insight  Journey analysis  Targeting  OVP 9
  10. 10. 10
  11. 11. What happens if there is no digital plan? 11
  12. 12. Harnessing insight http://bit.ly/smartbenchmarking 12
  13. 13. Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs <Need> + <Qualifiers> Google Agency Toolkit 13
  14. 14. Use on/offline personas 14
  15. 15. 15
  16. 16. Customer journey analysis Transaction Interaction Reach layer layer layer Example: Sneakerpedia 16Source Nate Elliot, Analyst at Forrester Research
  17. 17. Use Google Analytics MCF to understand true value Measuring assists in Google Analytics Google’s new social reports 17 1 7
  18. 18. Understandingmultichannel journeys Smart Insights: ROPO summary of Google case 18
  19. 19. Consistent OVP through customer journeys 19
  20. 20.  REACH  Mix  SEO  Viral 20
  21. 21. 21
  22. 22. A balanced traffic mix? Source: Google 2010 22
  23. 23. Is ethical SEO “best practice”? Dark Inky Black Hat SEO: So evil he’s a typosquatter installing spyware. Plain illegal, too. Charcoal Hat SEO: Optimizes really unrelated pages for all kinds of queries, but within the bounds of legality. Dark Gray Hat SEO: This SEO is e.g. a splogger stealing content from other sites. (What, that’s better than charcoal?) Slate Gray Hat SEO: An SEO creating link farms and such. Gray Hat SEO: An SEO who actually reads the search engine’s webmaster guidelines, but then tries as much “evil” as she can get away with. Light Gray Hat SEO: This SEO creates original content (lots of it), but the content is still only aimed at search engines. Off-White Hat SEO: This guy not only ensures the site is indexable – he’ll also make sure to get lots of backlinks from friends. White Hat SEO: This person puts up the content that people are actually searching for, and prepares the site to make it very accessible. White Hat SEOs only optimize those of their pages they deem worthy to be ranking top in search engines. Luminescent Pearly White Hat SEO: Not only does this SEO do everything the White Hat SEO does, the LPW Hat SEO also makes sure pages will not show up for irrelevant queries. 23
  24. 24. A case in point… 24
  25. 25. Google+ matters (to SEO) 25
  26. 26.  ACT  Content marketing  UX 26
  27. 27. 27
  28. 28. TEFL Taster example 28Smart Insights Explainer example
  29. 29. Example of an integrated 29social media campaign
  30. 30. 30
  31. 31. Source: Jakob Nielsen useit.com 31
  32. 32. Persistent UX myth 1: 3 click rule Source: UIE 32
  33. 33. Persistent UX myth 2:Make the home page scrollable Source: CX Partners 33
  34. 34. Source: CX Partners 34
  35. 35. Persistent UX myth 3: The home page is most important to get right / optimiseIn 2003, 39 percent of the page views for a large research website were for the homepage. By 2009, it was down to 19 percent. In one month in 2008, of the 70,000 page views a technology site received, 22,000 were for the homepage. For the same month in 2010, of the 120,000 page views the site received, only 2,500 were for the homepage.Another technology website had roughly 10 percent of page viewsfor the homepage in 2008, and by 2010 it was down to 5 percent.One of the largest websites in the world had 25 percent of visitorscome to the homepage in 2005, but in 2010 only has 10 percent. Gerry McGovern: The Decline of the homepage 35
  36. 36. Effective home page examples 36
  37. 37.  CONVERT  CRO 37
  38. 38. Mobile and social are sexy, and important for the future. But today98% 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. Youll likely survive longer. : ) Will you get the balance right? Investment in CRO? 38
  39. 39. 39
  40. 40. 40
  41. 41. How we encourage conversion... 50% Student Discount Available 41
  42. 42.  ENGAGE  Customer comms  Social media  Mobile marketing 42
  43. 43. 43
  44. 44. Parasuraman,A.;Berry,Leonard L.;Zeithaml,Valarie A.,“A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 1985, 49, 4, 41-50. 44
  45. 45. Ask “Why” as well as “what” - use feedback tools Key Point iPerceptions http://www.4qsurvey.com “Bad web site. Difficult to find item as no search box provided for short cut” “I cant find any prices on your website” “Would like to see where I can buy products from” .Satisfaction : Intent toolshttp://bit.ly/smartfeedback 45
  46. 46. www.whatusersdo.com 46
  47. 47. Gaining site and business innovation ideas through Uservoice Tools: http://bit.ly/smartfeedback 47
  48. 48. Source: Dan Zarrella 48
  49. 49. Your email marketing capability?Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission 49
  50. 50. Test version A Test version BSend Volume: 10,000 Send Volume: 10,000 Main BroadcastSample criteria: Random Sample criteria: Random Send Volume: 180,000Click through rate: 6.1% Click through rate: 4.5% Click through rate: 5.8% Source: 50
  51. 51. Templates that work in the inbox – beware image blocking 51
  52. 52. The ? growth of mobile 52
  53. 53. Source: Craig Sullivan (Belron/Autoglass)53
  54. 54. Mobile best practice? Source: Mobile marketing 2015 54
  55. 55. Conclusions? You can run an online business by best practice alone, but… to make the most of opportunities you need… A digital marketing strategy To analyse and test, test, test what works in your sector Be relentless! 55
  56. 56. Let’s Connect! Questions & discussion welcome SmartInsights.com/leedsmet/  Bloguk.linkedin.com/in/davechaffey www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsiwww.facebook.com/davechaffey ghts  Email Newsletter www.smartinsights.comwww.twitter.com/DaveChaffey 56

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