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Digital Strategy Success 2016

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A presentation to Chartered Institute of Marketing Groups in 2016 at University of Newcastle, Chester and York Management School, University of York

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Digital Strategy Success 2016

  1. 1. 1@DaveChaffey How to drive DIGITAL MARKETING success in 2016 10 Techniques to Focus on Dr Dave Chaffey. SmartInsights.com Presented at GEGBI University of YORK CIM Event Download: http://slideshare.net/davechaffey
  2. 2. 2@DaveChaffey About Dave Chaffey Specialist Digital Marketing Consultant, trainer and author since ‘97. Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million unique visitors each quarter. Expert members in over 80 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. Free interactive tool – review your digital capabilities http://www.smartinsights.com/howgood/
  3. 3. 3@DaveChaffey Free download: http://bit.ly/smartgraphics
  4. 4. 4@DaveChaffey We are pioneers!
  5. 5. 5@DaveChaffey Dell’s Journey to a Digital Business
  6. 6. 6@DaveChaffey #1 A defined Digital Strategy Does your organisation have a defined digital strategy? 1. Yes – it’s integrated into our marketing strategy 2. Yes – it’s defined in a separate document 3. No – we are doing digital marketing but no defined strategy Free interactive tool – review your digital capabilities http://www.smartinsights.com/howgood/
  7. 7. 7@DaveChaffey Free interactive tool – review your digital capabilities http://www.smartinsights.com/howgood/ What do you miss if you don’t have a digital marketing plan?
  8. 8. 8@DaveChaffey How advanced are your digital marketing capabilities? wnload a larger version of the capability matrix: http://bit.ly/smarttransformation
  9. 9. 9@DaveChaffey CHANNEL INTEGRATION ANALYSIS – BEFORE DISCOVERY Stimulus and inspiration LOOK Develop preference PERSUADE Remind, explain features benefits BUY Buy-instore, by phone or online 1. Integrated communications for awareness Offline (TV, Print) TRADITIONAL Paid (Display, AdWords) Owned (Social media) Earned (PR, SEO) 2. Decision content Desktop/mobile site Mobile app Brochure TRADITIONAL 3. Follow-up remarketing communications Phone call or Livechat TRADITIONAL Email SMS Display and social retargeting 4. Sales channel Desktop/mobile site TRADITIONAL TRADITIONAL In-store TRADITIONAL TRADITIONALPhone
  10. 10. 10@DaveChaffey CHANNEL INTEGRATION ANALYSIS – AFTER DISCOVERY Stimulus and inspiration LOOK Develop preference PERSUADE Remind, explain features benefits BUY Buy-instore, by phone or online 1. Integrated Communications for awareness Offline (TV, Print) TRADITIONAL Paid (Display, AdWords) Display, AdWords Owned (Social media) Social Earned (PR, SEO) PR, SEO 2. Decision content Desktop/mobile site Responsive website Mobile app App option Brochure Interactive 3. Follow-up remarketing communications Phone call or Livechat Automated call / chat Email Automated email SMS Automated SMS Display and social retargeting Automated retargeting 4. Sales channel Desktop/mobile site/app Site personalization ONLINE ORDER In-store TRADITIONAL TRADITIONAL TRADITIONAL TRADITIONAL Phone
  11. 11. 11@DaveChaffey Targeting using to user context Source – Chris Pook of Marie Curie DesktopEmail MobileEmail
  12. 12. 12@DaveChaffey Optimising testing for email and SMS  Group A – standard online donation (Existing method)  Group B – non ‘adaptable’ online and SMS donation (Static messaging where both options appeared on both mobile or desktop)  Group C – adaptable online donation or SMS donation messaging (Message changed by device type opened on) Source – Chris Pook of Marie Curie
  13. 13. 13@DaveChaffey #2 Define audience and select best targeting options using Marketing Automation http://bit.ly/smarttargeting
  14. 14. 14@DaveChaffey Real example of STP in practice Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference
  15. 15. 15@DaveChaffey The RS NewsletterHero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Local Module Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules Optional modules for any local activity/information. Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference
  16. 16. 16@DaveChaffey #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
  17. 17. 17@DaveChaffey Strategy success factor Define UNIQUE value you offer
  18. 18. 18@DaveChaffey How ASOS evolved their OVPs
  19. 19. 19@DaveChaffey ASOS published CRO project data
  20. 20. 20@DaveChaffey #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:
  21. 21. 21@DaveChaffey
  22. 22. 22@DaveChaffey View clips Making a brand more human
  23. 23. 23@DaveChaffey Source: Ogilvy, TNS and Google Path to Purpose
  24. 24. 24@DaveChaffey Improving Reach Key Trends  Local and mobile search marketing  ‘Mobile-friendly SEO’  Content distribution and retargeting options
  25. 25. 25@DaveChaffey Search and Email Marketing Still Rock! “Social Sucks” or does it?! Customer Acquisition by email has quadrupled over the last four years. Source: Custora Pulse
  26. 26. 26@DaveChaffey #5 SEO and PPC  Win for range of customer searches  B2B example  1. Generic “Accountants”  2. Long-tail “Bookeeping Sage25”  3. Local “Accountants Derby”  4. International  5. Mobile  6. Image/video
  27. 27. 27@DaveChaffey
  28. 28. 28@DaveChaffey / More on update
  29. 29. 29@DaveChaffey  REACH #6 Experiment to test the best media investments: 70: 20: 10
  30. 30. 30@DaveChaffey Google AdWords Remarketing example
  31. 31. 31@DaveChaffey New Facebook retail retargeting Source: Smart Insights alert
  32. 32. 32@DaveChaffey Increasing InterACTion Key trends  Mobile vs adaptive conversion pathways?  Pop-ups for acquisition  Content mapping
  33. 33. 33@DaveChaffey Source: comScore Multiplatform Majority #7 Define and optimize conversion pathways
  34. 34. 34@DaveChaffey WHY IS “MOBILE FIRST” IS A MANTRA? “MULTICHANNEL EXPERIENCE” SHOULD BE
  35. 35. 35@DaveChaffey But now well past mobile search Tipping Point in some sectors Source: Google Data presented at ScreenPages event Mar 2015 B2B is different - Smart Insights latest figures – new visits
  36. 36. 36@DaveChaffey Is mobile responsive sufficient?
  37. 37. 37@DaveChaffey AO.com adaptive
  38. 38. 38@DaveChaffey Pop-ups still work really well (unfortunately) Source: Kath Pay on Smart Insights
  39. 39. 39@DaveChaffey Our experience = it works! Test example from Convert.com
  40. 40. 40@DaveChaffey
  41. 41. 41@DaveChaffey
  42. 42. 42@DaveChaffey #8Contentmapping http://bit.ly/smartercontent
  43. 43. 43@DaveChaffey But remember ‘Content Shock - ‘Me-too’ content isn’t effective BuzzSumo-Moz research
  44. 44. 44@DaveChaffey Increasing Conversion Key trends  Evolutionary site design / growth hacking  Mobile and Cultural CRO
  45. 45. 45@DaveChaffey #9. A CRO mindset + process Source: Chris Goward - WiderFunnel
  46. 46. 46@DaveChaffey
  47. 47. 47@DaveChaffey Improving customer experiences View Clip
  48. 48. 48@DaveChaffey UK Ecommerce example of mindset
  49. 49. 49@DaveChaffey Source @OptimiseorDie http://www.youtube.com/watch?v=VRYbpfrrxbg
  50. 50. 50@DaveChaffey Improving Engagement Key trends  Mobile Email Marketing  Social Media Marketing Tools
  51. 51. 51@DaveChaffey #10 Understanding and act on loyalty drivers
  52. 52. 52@DaveChaffey Practical Tip – using customer feedback tools http://bit.ly/smartfeedback
  53. 53. 53@DaveChaffey Source: eDigitalResearch Assessing Customer Effort and multichannel service
  54. 54. 54@DaveChaffey EMAIL MARKETING – Mobile First!?
  55. 55. 55@DaveChaffey …Mobile first? Source: Litmus Dec 2014
  56. 56. 56@DaveChaffey A post Digital Era? Digital Skills in Demand Sample n=1028 worldwide Download Free Digital Marketing Skills Report: http://bit.ly/digitalskills2015
  57. 57. 57@DaveChaffey But we need to avoid Digital Silos - Amanda Rendle has gone so far as to ban the word ‘digital’ to encourage her team to think beyond organisational silos.  “We need to go back to what marketing is, and the product is marketing. More people need to remember that, get off the drug of digital being something separate and get back to what we do best”.
  58. 58. 58@DaveChaffey Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey Free interactive tool – review your digital capabilities http://www.smartinsights.com/howgood/
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A presentation to Chartered Institute of Marketing Groups in 2016 at University of Newcastle, Chester and York Management School, University of York

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