A keynote from Dave Chaffey for On The Edge Manchester giving 8 ways to review growth

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Driving Business
Growth Using
Digital Marketing
On the Edge Digital
Manchester 23rd May 2013
Dr Dave Chaffey
CEO: SmartInsights.com
Download presentation:
SmartInsights.com/ote2013/

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Latest 2013 inbound marketing research

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Growth example: Hubspot.com

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Growth example: ASOS.com
Cities sending traffic in February 2013

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Learning
from
the
Growth
Hackers
Source: Learning from Growth Hackers post

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Growth hacking tools?

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A Growth hacking example…
Test 1

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Test 2

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 Books  Online advice and consulting
www.smartinsights.com
About Dave Chaffey
Code: SMARTEDGE (25% discount for 1 week only)

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Strategy success factor 1
Digital marketing is marketing

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One value proposition
against another…
Source: Marketing Experiments

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Autoglass mobile optimised site –
Mobile Value Proposition (MVP)
www.autoglass.co.uk
http://m.autoglass.co.uk

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Strategy success factor 2
Develop your strategy

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Strategy success factor 3
Apply customer insight

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Customer feedback tools
http://bit.ly/smartfeedback

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Use on/offline personas

27. 27See Forrester.com

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Strategy success factor 4
Measurement and Optimization are your foundation

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Will you get the balance right?
Investment in CRO?
Mobile and social are sexy, and important for the future. But today
98% of your revenue comes from Email, Affiliate, Display, Search.
At least 50% of your attention / love / obsession should be to
continuously get good at 98% of your revenue.
You'll likely survive longer. : )

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Landing Page Lifetime: Continually
Evolving Success
 Conversion rate has increased over ten times since
2008.
 We continually test and try new ideas and messages.
 Angel Springs now sets the standards others follow.
2008 2009 2011 2013

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Source: Google Analytics vs Universal Analytics

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Use Google Analytics MCF
to understand true value
3
3
Measuring assists in Google Analytics
Google’s new social reports

34. 34Tool: Google’s new customer journey to online purchase tool

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Strategy success factor 5
Create joined-up omnichannel journeys
Smart Insights: ROPO summary of Google case

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Consumer digital platform
demand at Debenhams
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Total Hourly Demand by Device
Dotcom
iPad
Mobile
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

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88% Debenhams customers use mobile to browse vs. 12% purchase
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchase channels
Browse
Purchase
Mobile influencing store sales
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

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Barcode scanner driving mobile
interactions in store
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

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Reviewing satisfaction levels by
channel / platform
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

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Strategy success factor 6
Integrate search, social and email marketing

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Group common search behaviours
NOT keyword LISTS:
Need: treatment/surgery
Concerns: risks/costs
<Need> + <Qualifiers>
Google Agency Toolkit

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Defining consuming search
behaviours / targeting with qualifiers

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Strategy success factor 7
Engagement is the biggest challenge

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The problem with blogging…

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More what we’re
looking for!

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Example of an integrated
social media campaign

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Strategy success factor 8
Use the latest best practice

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2013 Best Practice
 SEO
 Outreach, e.g. guest
blogging
 Engagement – still
“Long Clicks”
 Personalisation –
Google+ / SPYW?
 Rel=“Author”
 Google+ Local
 HREFLANG for
international,
etc
 AdWords
 Enhanced
campaigns
inc mobile
 Social extensions
 Google Shopping
 Re-marketing /
Re-targeting
Download presentation:
SmartInsights.com/ote2013/

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Let’s Connect!
Questions & discussion welcome
SmartInsights.com
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