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Innovating digital 2020 : Digital Marketing trends

A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.

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Innovating Digital 2020:
Capturing and acting on customer insights
Dr Dave Chaffey – Smart Insights
Download slides from Slideshare.net/DaveChaffey and DaveChaffey.com – 2020 trends article
2
Digital Marketing consultant, trainer and author
since 1997
Co-founder and content director of
SmartInsights.com - a marketing advice
community with > ½ million uniques/month.
Premium members in over 120 countries use our
planning guides, templates and online courses
to Plan, Manage and Optimize their digital
marketing.
About Dave Chaffey and Smart Insights
3
Digital marketing | It’s all not about the martech
4
Success depends upon…
People
Budget
& Insight
Process
& Tools
5
Key digital marketing investment decisions
Content
Experience
Media
Messaging
Governance
Source: DaveChaffey.com - five key digital investment decisions
6
Where to allocate your time and budget?
Investment type Key decision points
Governance,
management and
transformation
Goals – Analytics for Data-driven marketing, Strategy (Segmentation,
Targeting, Brand Positioning), integration, marketing and sales
alignment, resourcing, structure, marketing technology and data
Media Paid, owned, earned media i.e. Search, Social and Display ads
Experience Desktop / mobile website and apps. Customer service.
Messaging Email, Chat, Social media, on-site interactions and personalization
Content Product and blog content, PDF downloads, Interactive tools
Source: DaveChaffey.com - five key digital investment decisions
Ad

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Innovating digital 2020 : Digital Marketing trends

  • 1. 1 Innovating Digital 2020: Capturing and acting on customer insights Dr Dave Chaffey – Smart Insights Download slides from Slideshare.net/DaveChaffey and DaveChaffey.com – 2020 trends article
  • 2. 2 Digital Marketing consultant, trainer and author since 1997 Co-founder and content director of SmartInsights.com - a marketing advice community with > ½ million uniques/month. Premium members in over 120 countries use our planning guides, templates and online courses to Plan, Manage and Optimize their digital marketing. About Dave Chaffey and Smart Insights
  • 3. 3 Digital marketing | It’s all not about the martech
  • 5. 5 Key digital marketing investment decisions Content Experience Media Messaging Governance Source: DaveChaffey.com - five key digital investment decisions
  • 6. 6 Where to allocate your time and budget? Investment type Key decision points Governance, management and transformation Goals – Analytics for Data-driven marketing, Strategy (Segmentation, Targeting, Brand Positioning), integration, marketing and sales alignment, resourcing, structure, marketing technology and data Media Paid, owned, earned media i.e. Search, Social and Display ads Experience Desktop / mobile website and apps. Customer service. Messaging Email, Chat, Social media, on-site interactions and personalization Content Product and blog content, PDF downloads, Interactive tools Source: DaveChaffey.com - five key digital investment decisions
  • 7. 7 About you. Q. Which marketing activity will most INCREASE your commercial returns in 2020? • 1. Digital governance • 2. Digital media • 3. Digital experiences • 4. Digital messaging • 5. Digital content
  • 8. 8 Smart Insights Digital marketing trends article
  • 9. 9
  • 10. 10 Governance Q. Is your digital marketing strategy effective?
  • 11. 11 How proactive are companies in their digital planning? Source: Managing Marketing 2019 report
  • 13. 13 Why all businesses need to think omnichannel? “Multichannel is an operational view – how you allow the customer to complete transactions in each channel. Omnichannel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omnichannel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand- offs’ between channels must be fluid for the customer. Simply put, omni- channel is multi-channel done right!” John Bowden, Senior VP of Customer Care at Time Warner Cable
  • 14. 14 Insights support strategy and plans Business plan Marketing plan 1-5 year roadmap Digital transformation plan 2-5 year roadmap Annual digital or multichannel plan Implementation plan – 90 day plans
  • 15. 15 Insights-driven marketing Source: The Insights-driven business: Forrester – Vision Critical
  • 16. 16 Example listening community Source: Vision Critical The company launched the PRU for You (PFY) community in July 2016 to allow greater engagement with customers and to give them a voice in developing new products and services. PFY has 4,500 members: 88% are customers and 12% are agents.
  • 17. 17 Experiences Q. Are your website / mobile apps effective?
  • 18. 18 Technique : Goal set up in Google Analytics
  • 19. 19 How many goals do you have? Source: Google Demo account
  • 20. 20 Example personas for B2B marketing automation software Mistake = Misusing Personas
  • 21. 21 Mapping personas to lifecycle Source: HubSpot Persona content mapping template download
  • 22. 22 Persona details Details need for an effective persona: • A. Characteristics • B. Motivations and Buyer behaviour • C. Customer journey/ content mapping
  • 23. 23 Mistake – Not developing DVPs? Audience use of website and social > Personas Commercial goals > Customer engagement goals > DVP Branded Content Marketing Engagement Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools DVP = Digital Value Proposition = Brand adding value to audiences  Help me Buy! (Online OR offline)  Help me Use products  Help me do my job / live my life  Help me develop / learn  Make me look good (to colleagues or family)  Entertain Me! 23
  • 24. 24 Consumer DVP with clear outcomes
  • 25. 25 Using VoC Exit-Intent surveys to inform CRO • Q1 Why were you visiting? • Q2 Were you successful? • Q3 Rating / Reason? • Q4 Explain your rating? Tools include iPerceptions, Usabilla and Qualaroo
  • 26. 26 Our experience = CRO works! Test example from Convert.com 26
  • 27. 27 27
  • 28. 28 Example of testing USPs/OVPs • An A/B test that included USPs on the homepage resulted in a 6.2% increase in new visitor conversion rate and a 3.7% increase in overall conversion rate. • Following this, Eurostar created targeted messaging for registered users to increase the number of registrations on site to help improve their customer insights. • Generating significant double-digit increases in conversions for new users
  • 29. 29 How many structured experiments does your business run each month?
  • 31. 31 Media Q. Is your investment in paid, owned and earned media effective?
  • 32. 32 Source: GroupM This Year Next Year report on $22 bn media investment
  • 33. 33 Source: OfCom Adult media lives survey
  • 34. 34 Source: Think with Google The Car-Buying Process: One Consumer's 900+ Digital Interactions
  • 35. 35 SEO - dig deep with improved insights Mine Google Analytics and Google Search Console HubSpot : “Historical optimization” Protect your top 10-100 landing pages Optimize by • Country • Mobile Searchmarketing
  • 36. 36 Details of SEO visibility
  • 38. 38 Capture audience insights via Facebook Source: Facebook IQ : Audience Insights
  • 40. 40 Reviewing your use of IRM Source: Onalytica: Influencer marketing guide
  • 41. 41 Messaging Q. Is your use of lifecycle messaging effective?
  • 42. 42 Source: Customer lifecycle guide Customer lifecycle omnichannel touchpoint review – filling gaps and optimisation needed!
  • 43. 43 Customer lifecycle touchpoint review – filling gaps and optimisation needed! Source: Customer lifecycle guide
  • 45. 45 B2C Email Optimization Example Elisabeth Forsup – Group Head of CRM MyOptique View example
  • 46. 46 Example of content module test Elisabeth Forsup – Group Head of CRM MyOptique View example B2BOptimisation
  • 47. 47 B2B ‘Conversational marketing’ with known individuals
  • 48. 48 Content Q. Are your investments in content marketing effective?
  • 49. 49 Content marketing strategy Source: Content marketing matrix
  • 50. 50
  • 51. 51 Source: Scott Brinker, The 4th Wave of Content Marketing Building in interactivity
  • 53. 53 Integrating Martech, data and insight Download: http://bit.ly/smartdigitaltools
  • 54. 54 Integrating Martech, data and insight Download: http://bit.ly/smartdigitaltools
  • 55. 55 Source: BDO, WARC and United Kingdom
  • 56. 56 Source: BDO, WARC and United Kingdom
  • 57. 57 GDPR = done? Are you ready for ePR? The ePR focuses on the confidentiality of users’ electronic communications. It will also regulate activities such as: • direct marketing, • website audience measurement, • the transmission of communications across devices and browsers, and • cookies set on users’ machines. • According to ePR Recital 2, it intends to “particularise and complement” the provisions for personal data laid down by the GDPR by “translating its principles into specific rules”.
  • 58. 58 Have you reviewed your digital capability gap? Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates
  • 59. 59 Do you have the personal skills to compete? Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan
  • 60. 60 Let’s Connect – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey Download : www.slideshare.net/smart-insights

Editor's Notes

  1. https://chiefmartec.com/2019/04/marketing-technology-landscape-supergraphic-2019/
  2. Relate to different roles of attendees and to introduce
  3. Capabilities: Influencer analysis Measurement Content People Process
  4. Showing the need to integrate web experiences with other paid, owned, earned channels
  5. Marketing automation is key, here is another example of automated real-time personalised messaging which works well for Smart Insights Compare response rates to email marketing due to use context and personalisation
  6. Operational platforms AND insight tools
  7. Operational platforms AND insight tools