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Essential Ecommerce Marketing Tools

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A livecast for the Marketizator Ecommerce Day 2016 by Dave Chaffey of Smart Insights

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Essential Ecommerce Marketing Tools

  1. 1. 1@DaveChaffey ESSENTIAL DIGITAL MARKETING TOOLS FOR ECOMMERCE 2016 Dr Dave Chaffey. SmartInsights.com Download: http://slideshare.net/davechaffey
  2. 2. 2@DaveChaffey So many tools, so many tasks, so little time! AGENDA Tools to help you boost sales across all customer touchpoints  Reach  Act  Convert  Engage
  3. 3. 3@DaveChaffey About Dave Chaffey 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. We also offer consulting and training for members. Download our free tools guide: http://bit.ly/smartdigitaltools Specialist Digital Marketing consultant, trainer and author since ‘97.
  4. 4. 4@DaveChaffey
  5. 5. 5@DaveChaffey
  6. 6. 6@DaveChaffey Q. Which digital marketing activity will most increase YOUR commercial returns in 2016?  1. “Big Data”  2. Content Marketing  3. Marketing Automation (incl. email, lead scoring, personalisation)  4. Mobile Marketing  5. Conversion Rate Optimisation
  7. 7. 7@DaveChaffey Download Managing Content Marketing Europe 2016 report http://hubs.ly/H02xJnl0
  8. 8. 8@DaveChaffey Free download: http://bit.ly/smartgraphics Create a framework!
  9. 9. 9@DaveChaffeyDownload: http://bit.ly/smartdigitaltools
  10. 10. 10@DaveChaffey 30 Digital Tools categories #1 Download: http://bit.ly/smartdigitaltools
  11. 11. 11@DaveChaffey How we chose the tools  1. The most popular tools by volume of usage – so widely used, freemium or lower cost tools tend to be ranked most highly except in categories of enterprise tools.  2. Services we use or are familiar with and are rated highly by tools review sites. Voice of the Crowd from G2Crowd, Capterra, Trust Radius, Alternative To.  3. Services suitable for small and mid-size businesses with limited tools budgets.
  12. 12. 12@DaveChaffey 30 Digital Tools categories #2 Download: http://bit.ly/smartdigitaltools
  13. 13. 13@DaveChaffey Questions prompted?!  Is ‘Best-of-breed’ or ‘all-in-one’ best?  Can Marketing Clouds deliver?  How do we avoid ‘Analysis Paralysis’
  14. 14. 14@DaveChaffey Recommended Tool: Marketizator !
  15. 15. 15@DaveChaffey What’s Hot with you? Please tweet a new specific Digita tactic or tool in each section you won’t be able to live without in 2017 to… @Marketizator
  16. 16. 16@DaveChaffeySource: Scott Brinker (@ChiefMartech) With thanks to… Scott Brinker
  17. 17. 17@DaveChaffey …and Brian Solis
  18. 18. 18@DaveChaffey But, remember that… “Tools won’t get you far without Plans, People and Processes to optimise your customer experience”
  19. 19. 19@DaveChaffey
  20. 20. 20@DaveChaffey You also need to get the HiPPO on board
  21. 21. 21@DaveChaffey Improving Reach
  22. 22. 22@DaveChaffey Search and Email Marketing Still Rock! “Social Sucks” or does it?! Source: Custora Pulse
  23. 23. 23@DaveChaffey Recommended tool: Similar Web
  24. 24. 24@DaveChaffey Increasing InterACTion
  25. 25. 25@DaveChaffey Recommended Tool – Hot Jar
  26. 26. 26@DaveChaffeySource: comScore Global Future in Focus Define and optimize conversion pathways Why IS “mobile first” is a mantra? “MULTICHANNEL EXPERIENCE” SHOULD BE
  27. 27. 27@DaveChaffey Is mobile responsive sufficient?
  28. 28. 28@DaveChaffey AO.com adaptive
  29. 29. 29@DaveChaffey Increasing Conversion
  30. 30. 30@DaveChaffey The CRO mindset + process Source: Chris Goward - WiderFunnel
  31. 31. 31@DaveChaffey UK Ecommerce example of mindset
  32. 32. 32@DaveChaffey Recommended Tool: Convert.com
  33. 33. 33@DaveChaffey Pop-ups still work really well (unfortunately) Source: Kath Pay on Smart Insights
  34. 34. 34@DaveChaffey Our experience = it works! Test example from Convert.com
  35. 35. 35@DaveChaffey
  36. 36. 36@DaveChaffey
  37. 37. 37@DaveChaffey
  38. 38. 38@DaveChaffey Source @OptimiseorDie http://www.youtube.com/watch?v=VRYbpfrrxbg
  39. 39. 39@DaveChaffey Improving Engagement
  40. 40. 40@DaveChaffey Understanding and act on loyalty drivers
  41. 41. 41@DaveChaffey Practical Tip – using customer feedback tools http://bit.ly/smartfeedback
  42. 42. 42@DaveChaffey Recommended tool: Talkwalker Alerts
  43. 43. 43@DaveChaffey
  44. 44. 44@DaveChaffey
  45. 45. 45@DaveChaffey Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey Free interactive tool – review your digital capabilities
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A livecast for the Marketizator Ecommerce Day 2016 by Dave Chaffey of Smart Insights

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