Digital Marketing - CIM Annual Conference Presentation


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Presented to the Annual Conference of the UK Chartered Institute of Marketing. 10 Tips to improve Internet Marketing

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  • Welcome to the workshop Case courtesy of Virgin Atlantic and Glue London
  • Digital Marketing - CIM Annual Conference Presentation

    1. 1. Digital Marketing Improving your results through digital channels Dave Chaffey
    2. 2. Rising investment in digital media (search, display ads) £ millions Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC ‘ 98 ‘ 08 Radio Outdoor Press classified Direct Mail Internet Press-display Television
    3. 3. How important are digital channels for you? <ul><li>% of communications spend on digital? </li></ul><ul><ul><li>You: (a) 0-20% (b) 20-40% (c) >40% </li></ul></ul><ul><ul><li>Research: 23% </li></ul></ul><ul><li>% of marketing headcount who are digital specialists </li></ul><ul><ul><li>You: (a) 0-20% (b) 20-40% (c) >40% </li></ul></ul><ul><ul><li>Research: 1 in 3 </li></ul></ul><ul><ul><li>Ratio: </li></ul></ul><ul><ul><ul><li>2 Acquisition: </li></ul></ul></ul><ul><ul><ul><li>3 Conversion: </li></ul></ul></ul><ul><ul><ul><li>2 Retention: </li></ul></ul></ul><ul><ul><ul><li>10 IT </li></ul></ul></ul><ul><li>Research: Econsultancy (2008) Managing Digital Channel Best Practice Report, Author: Dave Chaffey </li></ul><ul><li>Participant sample : </li></ul><ul><li>Asda </li></ul><ul><li>Betfair </li></ul><ul><li>EDF Energy </li></ul><ul><li>Euroffice </li></ul><ul><li>IPC Media </li></ul><ul><li>Game </li></ul><ul><li>HSBC </li></ul><ul><li>Honda </li></ul><ul><li>John Lewis </li></ul><ul><li>Premier Farnell </li></ul><ul><li>Shell </li></ul><ul><li>Sony Ericsson </li></ul><ul><li>Three </li></ul><ul><li>Thomas Cook </li></ul><ul><li>Virgin Atlantic </li></ul><ul><li>WorldVision </li></ul>
    4. 4. Resources needed for large digital team! Source: Econsultancy (2008) Managing Digital Channel Best Practice Report, Author: Dave Chaffey
    5. 5. Agenda – Cost-effective digital marketing 10 Practical Tips SEO, Viral linkbait, PPC 1. Customer acquisition Email marketing, Right-touching 3. Customer retention & growth Usability, Trust + OVP 2. Customer conversion Watch out for… Digital Marketing Tips
    6. 6. 1. Customer acquisition
    7. 7. Tip 1. Use the Google Keyword tool to perform demand-gap analysis Google Insights for Search example:
    8. 8. Tip 2. Which SEO ranking factors should I focus on? <ul><li>On page optimisation: </li></ul><ul><ul><li><title> tag = 4.9/5 </li></ul></ul><ul><ul><li>Keyword frequency and density = 3.7/5 </li></ul></ul><ul><ul><li>Keyword in headings = <h1> = 3.1, <h2> = 2.8 </li></ul></ul><ul><ul><li>Keyword in document name = 2.8 </li></ul></ul><ul><ul><li>Meta name description = 2/5 </li></ul></ul><ul><ul><li>Meta name keywords = 1/5 </li></ul></ul><ul><li>Off-page optimisation </li></ul><ul><ul><li>Link anchor text contains keyword = 4.4/5 </li></ul></ul><ul><ul><li>More backlinks (higher PageRank)= 4/5 </li></ul></ul><ul><ul><li>Page assessed as a hub = 3.5/5 </li></ul></ul><ul><ul><li>Page assessed as an authority = 3.5/5 </li></ul></ul><ul><ul><li>Link velocity (rate at which changes) = 3.5/5 </li></ul></ul>See
    9. 9. Tip 3. Control your brand messaging in the search results pages Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) <title> </title> tags <meta name=“description = > tags or Snippets from page or
    10. 11. Tip 4. Create viral marketing “linkbait”
    11. 12. Tip 5. Monitoring online influencers and partners: - Your own - Competitors <ul><li>Monitor by: </li></ul><ul><ul><ul><li>Yahoo! Site Explorer </li></ul></ul></ul><ul><ul><ul><ul><li>Not Google link: - it’s not comprehensive </li></ul></ul></ul></ul><ul><ul><ul><li>Googlealert service: </li></ul></ul></ul><ul><ul><ul><ul><li>Most recent updates on phrase, i.e. Brand name + product or service </li></ul></ul></ul></ul><ul><ul><ul><li>Find partners using Google related: syntax </li></ul></ul></ul>
    12. 13. Tip 6. Monitor and improve drivers of Quality Score for paid search Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups Definitions: CTR = Clickthrough rate Ad text relevance = Match of headline and description to search term Keyword relevance = Match of triggering keyword to search term
    13. 14. Good campaign structure leads to relevant ads leading to good quality score
    14. 15. 2. Conversion = Usability + Trust + Proposition
    15. 16. Beware “Banner Blindness” Source:
    16. 17. Amazon exploits top-left, top-right Source: Etre ( )
    17. 18. Run-of-Site Signup Key Outcomes + OVP Unique web phone number for tracking Customer-centric copy Questions answered
    18. 19. TRUST MATTERS
    19. 20. Persuasion through substantiation <ul><li>1. Presumed General assumptions in the mind of the perceiver </li></ul><ul><li>2. Surface Simple inspection or initial first-hand experience </li></ul><ul><li>3. Reputed Third party endorsements, reports or referrals </li></ul><ul><li>4. Earned First hand experience that extends over time </li></ul>
    20. 21. Should you risk reviews and ratings? Tip 7. Add customer authenticity
    21. 22. Tip 8. Defining your OVP The Internet is “just another channel to market” <ul><li>Core brand proposition = Marketing Mix: </li></ul><ul><ul><li>Who are you? </li></ul></ul><ul><ul><li>What do you do? </li></ul></ul><ul><ul><li>Where you do it? </li></ul></ul><ul><ul><li>What makes you different? </li></ul></ul><ul><li>OVP - Online Value Proposition </li></ul><ul><ul><li>Reinforces core brand proposition and credibility, but messaging shows: </li></ul></ul><ul><ul><li>Value that a site visitor get from your online brand or campaign that… </li></ul></ul><ul><ul><ul><li>They can’t get from you offline? </li></ul></ul></ul><ul><ul><ul><li>They can’t get from competitors? </li></ul></ul></ul><ul><ul><li>Communicate message forcefully: online and offline </li></ul></ul>
    22. 23. Action Scent Trail Value Scent Trail Persona Scent Trail Credibility Scent Trail
    23. 24. So… is your site successful? AB Testing & “Voice of the Customer Surveys” Tip 9. Answer the 4 key customer questions Source: <ul><li>Top 3 problems: </li></ul><ul><li>Insufficient detail (20%) </li></ul><ul><li>Can’t find product (19%) </li></ul><ul><li>Site search fails (11%) </li></ul>Is the content what you want? Can you interact as you want? Will you make repeat visits? Are your needs anticipated Can you locate what you are looking for?
    24. 25. 4. Retention Email marketing
    25. 26. Email marketing works well, but what about the “emotionally unsubscribed”? Source:
    26. 27. Engagement = The Biggest Challenge of Digital Marketing <ul><li>“ Right Touching” is: </li></ul><ul><li>A Multi-channel Communications Strategy </li></ul><ul><li>Customised for Individuals </li></ul><ul><li>Which… </li></ul><ul><li>Delivers the Right Value Proposition </li></ul><ul><li>Accompanied by the Right Message </li></ul><ul><li>With the Right Tone </li></ul><ul><li>At the Right Time </li></ul><ul><li>With the Righ t Frequency and Interval </li></ul><ul><li>Using the Right Media / Communications channels </li></ul><ul><li>To achieve… </li></ul><ul><li>Right balance of value between both parties </li></ul>Right Person + Effective communications = Right Message + Right Time
    27. 28. Q. Which targeting factors give best response? “ Sense And Respond” Communications
    28. 29. Automated Email Campaigns that Build… Welcome Email Time-limited offer Offer Extension
    29. 30. Tip 10. Integrate Email + Direct mail (or phone contacts) Combined response from e-mail and direct mail is 125% better than no e-mail. Response increases, 100% for direct mail piece. Source: E-consultancy Masterclass 2005 - BCA Pre-mail, with online response Teaser e-mail. No online response Direct Mail Direct Mail
    30. 31. Test! Test! Test! “Data Trumps Intuition” Test version A Send Volume: 10,000 Sample criteria: Random Click through rate: 6.1% Test version B Send Volume: 10,000 Sample criteria: Random Click through rate: 4.5% Main Broadcast Send Volume: 180,000 Click through rate: 5.8% Source:
    31. 32. Thank you <ul><li>Download this presentation from: </li></ul><ul><ul><li> /presentations </li></ul></ul><ul><li>Any questions, do email me: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Subscribe to my E-marketing Essentials monthly briefing on what’s new in E-marketing </li></ul><ul><ul><li> </li></ul></ul>