Techniques, tools and examples of integrated marketing to apply in 2014.
Presented as a webinar by Dave Chaffey at the Smart Insights Digital Marketing summit.
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
Integrated marketing 2014
1. Digital marketing Trends 2014
Dave Chaffey
Editor
SmartInsights.com
Integrating digital marketing will be a key challenge for many organisations
in 2014. This webinar explains different techniques and gives examples of
how to create more customer-centred campaigns and experiences.
Digital Marketing Priorities 2014
Brought to you by:
#PlanToSucceed
2. 22 Digital trends for 2014
see: http://bit.ly/smarttrends
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7. Aims of this webinar
NOT digital channel tools…
but channel INTEGRATION
Including:
Integration tools and techniques
Examples of integration
Please ask questions
throughout, we’ll discuss them at
the end
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8. 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
MAKE YOUR SITES A DESTINATION
Integration Trend 1.
Putting Content Marketing at the Heart of Digital
http://bit.ly/smartovp
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9. Integration Trend 2:
“Epic, Viral, Nuclear” content
“Content marketing is a marketing and business process of creating and
distributing relevant and valuable content to attract, acquire, and
engage a clearly defined and understood target audience –
with the objective of driving profitable customer action”.
Joe Pulizzi www.contentmarketininstitute.com
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10. Vote: How do you rate
your content marketing?
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11. Integration Trend 3:
Developing a content marketing strategy
Specific responsibilities for:
Content marketing +/- SEO +/ Social media marketing +/- Email marketing
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18. Integration 6: Understanding, prioritising and
optimising omnichannel journeys
Source: Boston Consulting Group
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19. Persona Technique
Mental : Content model mapping
What is this
thing?
• Is it a web
service?
• How
different
from
desktop
software?
What can I
do with it?
Do I need
this ?
• Anything
new?
• How does it
work?
• Why
upgrade?
• What can I
do that’s
new?
What else do
I need?
Convince
me!
• System
requirement
s
• Who is it
for?
• Who is
using it?
(People like
me?)
• Can I try it?
Reassure
me!
OK what’s it
gonna cost?
• Can I
revert?
• Are my
personal
details and
data safe
• How does it
compare?
• How can I
save?
• Do I pay
more for
subscription
?
• Product visuals
• Offers/deals
• Features and benefits list or matrix. FAQ. Compare?
• Demo / trial
• +System rqmts
• Bonus addons
For an Event:
• Demo or trial
Functional questions:
• What? Scope of event? Why is it better
than others?
• Case studies
• When? Date, registration
• How? Will I benefit – Value Proposition
• Testimonials
What’s next? How do I register?
• Value questions:
• Who? Who are the speakers?/Exhibitors
• How will this site/event help me with my career?
• How will this site/event help me with my job?
• Security info
• Guarantee
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20. Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail
by Richard Sedley and Amanda Squires now of Seren
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32. W3C “One-web” alternatives
Approach
Advantages
Disadvantages
Responsive
Web Design
(RWD)
CSS Media Queries Single template
modify presentation for all devices
for device resolution gives speed and
cost benefits.
SEO?
Bigger page
weight
Compromises
experience for
higher
resolutions?
Client-side
Adaptive
Javascript on the
user’s device loads
different templates
based on device
resolution
• Complete
Maintenance of
rebuild of CSS additional code
not needed
• Only
resources
needed loaded
• Experience
customised for
devices
Server-side
Adaptive
Dynamic serving of
styles based on
device detection.
Smaller mobile
pages than other
approaches
Multiple
templates must
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be maintained
37. To get the best results,
Digital Strategy requires you to work both on
Efficiency and Effectiveness factors
Efficiency:
“Doing the thing right”
Always-on operations
and optimisation
Effectiveness:
“Doing the right thing”
Strategic actions that drive
Reach, Conversion and
Engagement
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38. Efficiency and Effectiveness
for the RACE framework
RACE
factors
Efficiency – “Hygiene factors”
Effectiveness – “Performance drivers”
Reach
•
•
•
On-page SEO, IA
AdWords account optimisation
Affiliate/ Display campaign
optimisation
•
•
•
•
Content marketing : Persona / journey
targeting
Customer journey optimisation
•
Information Architecture
Accessibility – multi-device
support
Blog / Content hub optimisation
Convert
•
•
CRO: Page-level experiments
Analytics quality
•
•
Online proposition quality: Marketing mix
Content marketing: Online merchandising
Engage
•
Content marketing: Primary
content
Social media optimisation
Email Delivery, Rendering,
Timing
•
•
•
•
Content marketing: Nuclear content
Social media community engagement
Customer satisfaction and loyalty drivers
Email marketing targeting and touch policy
Act
•
•
•
•
•
•
Online targeting quality
Content marketing 1: Content/editorial
quality
Content marketing 2: Campaign plan quality
Content marketing 3: Outreach/ partnering
quality
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42. Thank you for listening and participating!
Questions & discussion welcome
SmartInsights.com
uk.linkedin.com/in/davechaffey
Blog
www.smartinsights.com/blog
www.facebook.com/davechaffey
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ghts
ww.twitter.com/DaveChaffey
Email Newsletter
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www.smartinsights.com
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Editor's Notes
The three core areas of investment in marketing for 2014 are likely to continue to be Mobile and Content Marketing and Big Data. I would like to think that Conversion Rate Optimisation and Marketing Automation would increase in investment since these are about process and improving performance, so can potentially offer lower risk returns than other activities.
In 2013 we reviewed top level trends which was useful, but if we repeated the poll at this level today, for 2014 we would get similar results.
In 2013 we reviewed top level trends which was useful, but if we repeated the poll at this level today, for 2014 we would get similar results.
Everything that is wrong with digital marketing in many, but not all businesses.
For an Event:What? Scope of event? Why is it better than others?Who?Who are the speakers?/ExhibitorsWhen? Date, registrationHow? Will I benefit – Value PropositionWhat’s next? How do I register?How will this site/event help me with my career?How will this site/event help me with my job?
Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).
Boxes in Orange relate to Lead Scores and triggers – this is basic and looking at total score rather than specific behaviour – the starting point for most people if they don’t have the ability to segment based on specific browsing behaviour (i.e. no WOW).