Managing Digital Marketing


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A talk hosted by the Chartered Management Institute in Liverpool. It covers 12 tests for managing digital marketing to give an integrated approach.

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  • A toolkit
  • Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  • OVP = Online Value Proposition
  • Identify qualifiers+ risks+ costs+ treatment
  • Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  • Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  • Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  • Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  • Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?
  • media is not just a channel, not just a set of tools, not just about acquiring new customers. Instead, a way to transform business
  • Managing Digital Marketing

    1. 1. 12 tests formanagingdigitalmarketingsuccessfullyDr Dave ChaffeyCEO:
    2. 2. What is “best practice”for managing digital marketing?• A process?• A technique?• A mindset? Need?• A framework• Capability review• The right resources
    3. 3. Digital marketing frameworks
    4. 4. Case study
    5. 5. About Dave Chaffey• Books  Online advice and consulting  Qualifications and training  Insights Director
    6. 6. Test ONEBasic IMC foundations
    7. 7. 4Cs: 4Es:• Coherence – different • Economical – Least cost to communications are the use of financial and logically connected. other resources, not• Consistency – multiple wasteful messages support and • Efficient – doing things reinforce, and are not rights, competent, not contradictory. wasteful• Continuity – • Effective – Doing the right communications are things, producing the connected and consistent outcome required, not through time. wasteful• Complementary – • Enhancing – Improve; synergistic, or the sum of augment; intensify the parts is greater than the whole!
    8. 8. Not easy…. Need:1. Contact rules (email)2. Personalisation rules (site)3. Conversation calendars(social)
    9. 9.  PLANConsistent OVP by journey
    10. 10. OVP by channel
    11. 11. Test TWOCustomer insight > Personas
    12. 12. Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs <Need> + <Qualifiers>
    13. 13. Q. Do we have adequatekeyphrase targeting for SEM?
    14. 14. Forrester Research on “site design personas” • Ethnographic researchers averaged – 21 i/views per project for 4 personas, $47K – $10K to 100 i/views for 8 personas, $500K • Examples: – Ford uses 3 buyer personas at • Primary persona ‘Marie’ – just beginning car shopping process, hasn’t settled on brand, doesn’t know about cars, needs Help! – has 7 for shoppers – Microsoft had 7 for Windows XP • Segment on key characteristics/behaviours – “Seeks high quality”, “Seeks low cost” – “Starting evaluation”, “Final decision” – Occasional visitor, frequent visitor
    15. 15. For each persona define preferences for: Platforms (web, email, mobile) Platform usage (hours) Content consumption: General site types & category-specific Social media - content creation & participation Search behaviour Trusted
    16. 16. Test THREEDecision journey analysis FROM THIS TO THIS Source: Nate Elliot, Analyst at Forrester Research
    17. 17. Making the 3 layers work together Transaction Interaction Reach layer layer layer Example: Sneakerpedia Source Nate Elliot, Analyst at Forrester Research
    18. 18. Test FOURDo you have acontent marketing strategy?
    19. 19. What is it?“How a brand creates, delivers and governs original or curatedcontent to attract and retain customers, positioning the brand as acredible expert and, ultimately, motivating a change in behaviour”(Joe Pulizzi, Content Marketing Institute)• Originated content• Curated content• Licensed content (and will ideally share)• User generated content• (Interactive tools) “...the [potential] customer needs evidence that we understand their problem better than they do before they’ll buy, share or recommend us...” @juntajoe CMI
    20. 20. MatrixPresentation title Authors name 17 October, 2012 Confidential
    21. 21. Source: Coke 2020
    22. 22. Test FIVEDo you have amobile platform strategy?
    23. 23. Source: Craig Sullivan (Belron/Autoglass)
    24. 24. Social CRM?
    25. 25. Mobile and social are sexy, and important for the future. But today98% 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. Youll likely survive longer. : ) Will you get the balance right? Investment in CRO?
    26. 26. Test SIXDo you CRO?Source:
    27. 27. The foundation for marketing optimisationSource: Chaffey: Internet marketing strategy, implementation and practice, 5e
    28. 28. Grouping KPIsFigure 9.4 The five diagnostic categories for e-marketingmeasurement from the framework presented by Chaffey (2000)
    29. 29. Measure Reach Encourage Convert Engage customers Audience Action incl lead To sale to retain and grow generationTracking  Unique visitors  Online opportunity  Online sales  Email list qualitymetrics  New visitors (lead) volume volume  Email  Visits  Offline opportunity  Offline sales engagement  Conversation (lead) volume volume quality volume generated from generated from  Transactions online onlinePerformance  Share of audience  Page engagement  Conversion rate  Active customersdrivers  Share of search rate (Bounce rate, to sale % (site and email(diagnostics)  Brand/direct visits duration)  Channel active)  Lead conversion rate conversion rates  Active social by engagement tool  Category followers conversion rates  Repeat conversion rateCustomer-  Cost per click and  Cost per lead  Average order  Lifetime valuecentric KPIs cost per sale  Customer satisfaction value  Customer loyalty  Brand awareness  Cost per sale index  Conversation  Customer  Customer polarity satisfaction advocacy (sentiment)  Products per customerBusiness  Audience share  Goal value per visit  Revenue per visit  Retained salesvalue KPIs (owned media) or  Online lead  Online-originated growth and  Share of voice contribution contribution to volume (earned media) (n,£, % of total) sales, revenue  Revenue per and product channel and category
    30. 30. Ling’s Cars Ling‟s Cars
    31. 31. This month (Feb 2012) so far, I have sold 18 Merc C- Class (to chose a significant car). That is a £30k car.Payments will typically be more than £12,000 of paymentcommitment over 3-years. Try converting and getting anorder for £12,000 from a website! Therefore I have to try harder than most websites... Yes, many people will take one look, or make one visit and leave, never to come back. Many people complain about retina burn etc. But, so what? I *HAVE* to polarise visitors, and get them to chooseto stay or go. Its no good being average, no one would commit to £12k of payments over 3 years if I was average. So the argument that I get drop-off is very valid. Source: Ling‟s cars and the art of persuading visitors to buy
    32. 32. Test SEVENDo you facilitate cross-channel journeys?Smart Insights: ROPO summary of Google case
    33. 33. Test EIGHT Do you use the halo effect?Source: Display from 36 to 40% of global advertising
    34. 34. Today’s customer moves through phases display plays an important role at each phase of the purchase cycle customer purchase funnel GDN features audience engagement awareness contextual targeting interest interest category / similar users targeting intent interest, remarketing consideration display + search purchase social display loyalty 3 Google confidentialNew forms of performance display
    35. 35. Test NINEDo you attribute? Any Click 1st Click Last Click Best Click14/01 SEO The first click or The last click or15/01 MSN banner view within the view which has campaign defined the highest23/01 PPC click window campaign priority within the defined click or24/01 Tradedoubler view window3/02 Email4/02 Direct Without deduplication, each The last click or ‘tracked’ campaign view5/02 SEO will report a whole sale and claim full commission Hiscox example
    36. 36. Use Google Analyticsto understand true value Measuring assists in Google Analytics 4 Google’s new social analytics 6
    37. 37. Test TENDo you Google+?
    38. 38. Google+ matters (to SEO)
    39. 39. H&M + Google+ Case study
    40. 40. Test ELEVENGovernance?Source: Shane Diffily
    41. 41.
    42. 42. The Journey: Capability maturity review gives context Strategy process Structure: SeniorE-commerce and performance Marketing Online marketing Location of E- managementmaturity stage improvement integration focus commerce buy-in processStage 1. Uncontrolled Content: Limited Limited DiscreteUnplanned experimentation BrochurewareStage 2.Stage 1. Low-level Common Traffic:Diffuse Diffuse AwareUnplanned objectives initiatives visitor acquisitionmanagementStage 3. Specific Conversion &Stage 1. Annual planningCentralised organisational Centralised Involved customerUnplanned collaborationmanagement objectives experienceStage 4. RefinedStage 1. DrivingDecentralised online channel Decentralised Partnership RetentionUnplanned performanceoperations improvementStage 5. IntegratedStage 1. Whole lifecycleIntegrated & multi-channel Integrated Integral CompleteUnplanned optimisationoptimised improvement Source: E-consultancy (2005) report „Managing an E-commerce team‟ Author: Dave Chaffey
    43. 43. Take a health check!
    44. 44. Test TWELVE Defined vision?Source: Smart Insights – Burberry / Rossignol case
    45. 45.
    46. 46. Let’s Connect! Questions & discussion welcome • • Feeds • Email