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12 Digital Marketing trends for 2012 Dave Chaffey  Presented for The IDM at: AdTech London, 21-09-2011  www.smartinsights.com
About Dave Chaffey Analytics  advice, software  & consulting  www.smartinsights.com/ Search & conversion consulting www.clickthrough-marketing.com Books Qualifications:  Cert DigM and Dip DigM Best practice guides
What’s New? http://www.smartinsights.com/blog/digital-marketing-strategy/technology-for-innovation-in-marketing/
Agenda12 marketing opportunities
An engagement strategyis essential to cut-through “The importance of developing an engaging, shareable brand increases each day : algorithms and people FAVOUR THE MOST ENGAGING BRANDS”
“Every business needs to be a multi-channel publisher now”
Opportunities to engage in 2012 http://www.smartinsights.com/digital-marketing-strategy-alerts/new-media-options/
Search engine optimisation Tactic 1 INBOUND MARKETING What percentage of SEO site visitors enter through your home page?
What is deep SEO? Improving SEO that is non home  page related. Most important for retailers… Reminder that  Multiple home pages matter (category/subcat) Deeplinks matter Duplicate content, so unique copy matters Link equity flow through internal links matter SMO matters Example…
Deep SEO example http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/
Social media optimisation (SMO) Tactic 2 INBOUND MARKETING “A systematic approach to improving the business contribution of social media marketing and related activities including PR, SEO, content marketing and display advertising integrated across all company online presences and offline communications”
What is SMO? Two views: Narrow: Using social activities to support SEO  Broad: Improving effectiveness of all social media marketing  Optimising this process – from central hub:  http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/
Tactic 3 INBOUND MARKETING Content optimsation http://www.ruderfinn.com/rfrelate/intent/intent-index.html
http://www.smartinsights.com/social-media-marketing-alerts/email-facebook-copywriting/
Will Google+ be important in 2012?
Content aggregation Tactic 4 INBOUND MARKETING
Gamification Tactic 5 http://www.smartinsights.com/digital-marketing-strategy-alerts/pleasure-the-future-of-marketing/
Video marketing Tactic 6 http://www.smartinsights.com/blog/digital-marketing-strategy/b2b-video-marketing/ http://www.flimp.net/index.php/client-examples-
Tactic 7 AD NETWORKINNOVATION
Privacy compliance Tactic 8
Are you worried about 27th May 2012? http://www.smartinsights.com/analytics-conversion-optimisation-alerts/cookie-privacy-law/
Q. Do you research purchases on the Internet before buying them from a store? Tactic 9 Cross-channel marketing
Understanding multichannel behaviour http://www.docstoc.com/docs/57974671/GFK-Ropo-Vodafone http://issuu.com/lorenzoghini/docs/internet-trends-daniel-meyer/search
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/
Mobile platform optimisation Tactic 10
Mobile maximization case study - Belron Source: Craig Sullivan:  http://www.slideshare.net/sullivac/
Website performance optimisation Tactic 11 http://blog.davechaffey.com/post/9920176082/for-speed-freaks-only-im-researching-impact-of
Tactic 12 Performance marketing= using web analytics
Marketing optimisation Q. What  about you? Source:
Source: Craig Sullivan @OptimiseorDie http://www.slideshare.net/sullivac/ http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/ http://www.smartinsights./analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
A final thought:Do you have a strategy? http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy
Let’s Connect! Questions & discussion welcome uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey Blog www.smartinsights.com/blog Feeds www.feedburner.com/smartinsights Email Newsletter www.smartinsights.com

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Digital Marketing Trends 2012 - Dave Chaffey

Editor's Notes

  1. The Telegraph&apos;s hub-and-spokes newsroom has drawn the attention of newspapers worldwide. Department heads sit in the middle of the open floor newsroom. Each of the news sections (business, sports, international…) is lined up on a different ‘spoke’. Adjacent spokes are actually positioned in ‘curves’ of people in charge of either content, or design, production... “Those curves are quite important to us, they kind of work as internal triangles,” said Rhidian Wynn-Davies, consulting editor of the Telegraph. To the sides of the open floor are all the content-producing teams (supplements, magazines, featury content) that are less dependent on news, but also production rooms for video and audio. Upstairs, set apart, sit all commercial and corporate operations.