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Digital Marketing Trends 2012 - Dave Chaffey

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A presentation to Ad Tech London September 2011

Published in: Business, News & Politics
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Digital Marketing Trends 2012 - Dave Chaffey

  1. 1. 12 Digital Marketing trends for 2012<br />Dave Chaffey<br /> Presented for The IDM at:<br />AdTech London, 21-09-2011 <br />www.smartinsights.com<br />
  2. 2. About Dave Chaffey<br />Analytics <br />advice, software <br />& consulting <br />www.smartinsights.com/<br />Search &<br />conversion<br />consulting<br />www.clickthrough-marketing.com<br />Books<br />Qualifications: <br />Cert DigM and Dip DigM<br />Best practice guides<br />
  3. 3.
  4. 4. What’s New?<br />http://www.smartinsights.com/blog/digital-marketing-strategy/technology-for-innovation-in-marketing/<br />
  5. 5. Agenda12 marketing opportunities<br />
  6. 6. An engagement strategyis essential to cut-through<br />“The importance of developing an engaging, shareable brand increases each day : algorithms and people FAVOUR THE MOST ENGAGING BRANDS”<br />
  7. 7. “Every business needs to be a multi-channel publisher now”<br />
  8. 8. Opportunities to engage in 2012<br />http://www.smartinsights.com/digital-marketing-strategy-alerts/new-media-options/<br />
  9. 9. Search engine optimisation<br />Tactic 1 INBOUND MARKETING<br />What percentage of SEO site visitors enter through your home page?<br />
  10. 10. What is deep SEO?<br />Improving SEO that is non home page related. Most important for retailers… Reminder that <br />Multiple home pages matter (category/subcat)<br />Deeplinks matter<br />Duplicate content, so unique copy matters<br />Link equity flow through internal links matter<br />SMO matters<br />Example…<br />
  11. 11. Deep SEO example<br />http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/<br />
  12. 12. Social media optimisation (SMO)<br />Tactic 2 INBOUND MARKETING<br />“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”<br />
  13. 13. What is SMO?<br />Two views:<br />Narrow: Using social activities to support SEO <br />Broad: Improving effectiveness of all social media marketing <br />Optimising this process – from central hub: <br />http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/<br />
  14. 14. Tactic 3 INBOUND MARKETING<br />Content optimsation<br />http://www.ruderfinn.com/rfrelate/intent/intent-index.html<br />
  15. 15. http://www.smartinsights.com/social-media-marketing-alerts/email-facebook-copywriting/<br />
  16. 16. Will Google+ be important in 2012?<br />
  17. 17. Content aggregation<br />Tactic 4 INBOUND MARKETING<br />
  18. 18. Gamification<br />Tactic 5<br />http://www.smartinsights.com/digital-marketing-strategy-alerts/pleasure-the-future-of-marketing/<br />
  19. 19. Video marketing<br />Tactic 6<br />http://www.smartinsights.com/blog/digital-marketing-strategy/b2b-video-marketing/<br />http://www.flimp.net/index.php/client-examples-<br />
  20. 20.
  21. 21. Tactic 7<br />AD NETWORKINNOVATION<br />
  22. 22.
  23. 23. Privacy compliance<br />Tactic 8 <br />
  24. 24. Are you worried about 27th May 2012?<br />http://www.smartinsights.com/analytics-conversion-optimisation-alerts/cookie-privacy-law/<br />
  25. 25. Q. Do you research purchases on the Internet before buying them from a store?<br />Tactic 9<br />Cross-channel marketing<br />
  26. 26. Understanding multichannel behaviour<br />http://www.docstoc.com/docs/57974671/GFK-Ropo-Vodafone<br />http://issuu.com/lorenzoghini/docs/internet-trends-daniel-meyer/search<br />
  27. 27. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/<br />
  28. 28. Mobile platform optimisation<br />Tactic 10<br />
  29. 29. Mobile maximization case study - Belron<br />Source: Craig Sullivan: http://www.slideshare.net/sullivac/<br />
  30. 30. Website performance optimisation<br />Tactic 11<br />http://blog.davechaffey.com/post/9920176082/for-speed-freaks-only-im-researching-impact-of<br />
  31. 31. Tactic 12<br />Performance marketing= using web analytics<br />
  32. 32. Marketing optimisation<br />Q. What <br />about you?<br />Source:<br />
  33. 33. Source: Craig Sullivan @OptimiseorDie<br />http://www.slideshare.net/sullivac/<br />http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/<br />http://www.smartinsights./analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/<br />
  34. 34. A final thought:Do you have a strategy?<br />http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy<br />
  35. 35. Let’s Connect! Questions & discussion welcome<br />uk.linkedin.com/in/davechaffey<br />www.facebook.com/davechaffey<br />www.twitter.com/DaveChaffey<br />Blog<br />www.smartinsights.com/blog<br />Feeds<br />www.feedburner.com/smartinsights<br />Email Newsletter<br />www.smartinsights.com<br />

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