Creating a Winning Internet Strategy

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A keynote talk for http://web-forum.no/ conference, Oslo, March 2014 for attendees to download. Explores similar themes to TFM&A UK talks

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Creating a Winning Internet Strategy

  1. 1. 1 Developing a Winning Digital Strategy For Webforum, Oslo. Torsag 13. mars Dr Dave Chaffey CEO: SmartInsights.com
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  4. 4. 4 About Dave Chaffey
  5. 5. 5 How will digital marketing help businesses grow in 2014?
  6. 6. 6 Growth example: ASOS.com
  7. 7. 7 International CRO at ASOS.com
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  12. 12. 12 Example of an integrated social media campaign
  13. 13. 13 What drives growth? Which tactic will give your business the biggest commercial benefits in 2014?  1. Content marketing  2. Conversion rate optimisation  3. Email marketing  4. Mobile marketing  5. Search marketing (SEO and PPC)  6. Social media marketing
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  16. 16. 16 The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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  18. 18. 18 ONE Digital marketing Capabilities McKinsey 7S Model
  19. 19. 19 How advanced are your digital marketing capabilities?
  20. 20. 20 Investment in 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
  21. 21. 21 Capabilities across RACE - Masterclass
  22. 22. 22 Strategy success factor Measurement and Optimization are your foundation
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  24. 24. 24 http://www.youtube.com/watch?v=VRYbpfrrxbg
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  26. 26. 26 Autoglass mobile optimised site – Mobile Value Proposition (MVP) www.autoglass.co.uk http://m.autoglass.co.uk
  27. 27. 27 TWO Strategy and Planning
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  29. 29. 29 Do you need a defined digital strategy or plan?
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  31. 31. 31 Strategy: a tale of two airlines Source: Corporate site pages 2012/2013
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  33. 33. 33 Ling’s Cars Ling’s Cars
  34. 34. 34 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 payment commitment over 3-years. Try converting and getting an order 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 choose to stay or go. It's 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
  35. 35. 35 THREE Resourcing Digital Marketing
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  37. 37. 37 Strategy success factor Think global, act local
  38. 38. 38 http://www.youtube.com/watch?feature=player_embedded&v=Z19vR1GldRI
  39. 39. 39 Map your customer lifecycle touchpoints and Optimise :Halfords case study
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  41. 41. 41 Location: Published / Surveyed: Sample: Source: Original source: Worldwide July 2013 Feb 2012-June 2013 Collected from 250 million email opens Litmus % Email Opens across desktop and mobile Litmus blog
  42. 42. 42 From T-Shaped to V-Shaped
  43. 43. 43 FOUR Managing change and skills development
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  48. 48. 48 FIVE Innovation and Optimisation
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  53. 53. 53 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
  54. 54. 54 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
  55. 55. 55 Barcode scanner driving mobile interactions in store Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
  56. 56. 56 Reviewing satisfaction levels by channel / platform Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
  57. 57. 57 The digital future?
  58. 58. 58 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools  Sample planning templates  Planning infographics www.smartinsights.com/membership Pro, Expert member learning  7 Step Guides to all digital marketing  Online courses  DIY Planning and optimisation templates in Word, Excel and Powerpoint  www.smartinsights.com/membership/expert- member-reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/

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