SlideShare a Scribd company logo
1 of 42
Download to read offline
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
22 Digital trends for 2014
see: http://bit.ly/smarttrends

2

@DaveChaffey
3

@DaveChaffey
Source: Forrester

4

@DaveChaffey
5

@DaveChaffey
Initial results from our Managing
Digital Marketing 2014 survey

6

@DaveChaffey
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

7

@DaveChaffey
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
8

@DaveChaffey
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
9

@DaveChaffey
Vote: How do you rate
your content marketing?

10

@DaveChaffey
Integration Trend 3:
Developing a content marketing strategy

Specific responsibilities for:
Content marketing +/- SEO +/ Social media marketing +/- Email marketing

11

@DaveChaffey
 ACT

Integration Trend 3:
Developing a content marketing strategy

12

@DaveChaffey
Integration 4: Integrated
content calendars
Also need
themes:
Monthly
and/or
Weekly

Source: Velocity Partners
13

@DaveChaffey
Content marketing
review tool

14

@DaveChaffey
Build in reasons to share + add

15

@DaveChaffey
16

@DaveChaffey
http://bit.ly/smartpersonas

Integration 5: Deeper persona insight

17

@DaveChaffey
Integration 6: Understanding, prioritising and
optimising omnichannel journeys

Source: Boston Consulting Group

18

@DaveChaffey
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

19

@DaveChaffey
Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail
by Richard Sedley and Amanda Squires now of Seren

20

@DaveChaffey
Personalisation based on context

21

@DaveChaffey
Integration isn’t easy…

Michael Wiegand’s Mobile User Experience Hell & Toys”R”Us
22

@DaveChaffey
Integration 7 –
Selecting the best mix?

 REACH

23

@DaveChaffey
 REACH

Q. Which media work best for you?
24

@DaveChaffey
Investment (resource needed)

 REACH

AdWords

Facebook
custom audiences
Sponsored
Tweets

Influencer
PR
FBX
Retargeting

LinkedIn
Promoted Posts
Media related
PR

Facebook
Promoted Posts
AdWords
Remarketing

Social
amplification
Instagram

Integrated
engagement
campaigns

Vertical niche
campaigns
Blog
marketing

SEO

Effectiveness (potential sales volume)

Which paid, owned, earned media should we target?
25

@DaveChaffey
Watching the fastest growing…

FBX Retargeting

Email publisher audience targeting
26

@DaveChaffey
Trend 8. Marketing Automation
integrating IP, web + email scoring

Source: WOW Analytics
27

@DaveChaffey
MA Lead scoring flow

Source: WOW Analytics
28

@DaveChaffey
Integration trend 9:
Cross channel MA and Personalisation
i.e. Email, Web Social

29

@DaveChaffey
Integration Trend 10: Simplifying experience
and brand messages

30

@DaveChaffey
Integration Trend 11 Bespoke, immersive mobile experiences

https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp

31

@DaveChaffey
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
@DaveChaffey
32
be maintained
33

@DaveChaffey
Integration trend 12: / VOTE
Integrating different insight sources

Source: Google Analytics vs Universal Analytics
34

@DaveChaffey
ACTION

OPPORTUNITY

STRATEGY

35

@DaveChaffey
Which levers do pull when they’re changing?

36

@DaveChaffey
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
37

@DaveChaffey

37
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

38

@DaveChaffey
Integration Trend 13:
Integrated planning

Source: Dan Bosomworth, Hierarchy of plans

39

@DaveChaffey
Integration Trend 14:
Marketers move from
T-Shaped to V-Shaped

40

@DaveChaffey
About SmartInsights.com
Actionable Marketing Advice

Recommended channel hub page:
SmartInsights.com/digital-marketing-strategy

41

@DaveChaffey
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

 Feeds
www.feedburner.com/smartinsi
ghts

ww.twitter.com/DaveChaffey

 Email Newsletter
https://plus.google.com/DaveChaffeyUK

www.smartinsights.com

42

@DaveChaffey

More Related Content

What's hot

Best practices for launching site redesigns
Best practices for launching site redesignsBest practices for launching site redesigns
Best practices for launching site redesignsAlex Grinyayev
 
Marketing Automation - Annica Digital at Digital Growth Day
Marketing Automation - Annica Digital at Digital Growth DayMarketing Automation - Annica Digital at Digital Growth Day
Marketing Automation - Annica Digital at Digital Growth DayOMN
 
Attracting quality traffic - Dave Chaffey Smart Insights 2011
Attracting quality traffic  - Dave Chaffey Smart Insights 2011Attracting quality traffic  - Dave Chaffey Smart Insights 2011
Attracting quality traffic - Dave Chaffey Smart Insights 2011Dave Chaffey
 
Building an Effective Voice of the Customer Program
Building an Effective Voice of the Customer ProgramBuilding an Effective Voice of the Customer Program
Building an Effective Voice of the Customer ProgramUserZoom
 
Existing Website UX Audit
Existing Website UX AuditExisting Website UX Audit
Existing Website UX AuditTim Broadwater
 
Optimizely Product Vision: The Future of Experimentation
Optimizely Product Vision: The Future of ExperimentationOptimizely Product Vision: The Future of Experimentation
Optimizely Product Vision: The Future of ExperimentationOptimizely
 
Timeus Interactive Credentials Presentation Nov09
Timeus Interactive Credentials Presentation Nov09Timeus Interactive Credentials Presentation Nov09
Timeus Interactive Credentials Presentation Nov09timeusinteractive
 
Adobe_Campaign_Overview
Adobe_Campaign_OverviewAdobe_Campaign_Overview
Adobe_Campaign_OverviewAlex Pepicelli
 
Why the Way You Collect the Voice of the Customer Matters
Why the Way You Collect the Voice of the Customer MattersWhy the Way You Collect the Voice of the Customer Matters
Why the Way You Collect the Voice of the Customer MattersAIPMM Administration
 
Web Design/Development : Portfolio cum Presentation
Web Design/Development : Portfolio cum PresentationWeb Design/Development : Portfolio cum Presentation
Web Design/Development : Portfolio cum PresentationDeepak_Hasija
 
UX Camp: Pittsburgh, 2017
UX Camp: Pittsburgh, 2017UX Camp: Pittsburgh, 2017
UX Camp: Pittsburgh, 2017Tim Broadwater
 
Top 10 website needs for manufacturers- Webinar held January 30, 2014
Top 10 website needs for manufacturers- Webinar held January 30, 2014Top 10 website needs for manufacturers- Webinar held January 30, 2014
Top 10 website needs for manufacturers- Webinar held January 30, 2014Kasie Hilburn
 
Web 2 0 knowledge management and social networking- why should i care
Web 2 0 knowledge management and social networking-  why should i careWeb 2 0 knowledge management and social networking-  why should i care
Web 2 0 knowledge management and social networking- why should i careDani
 
How to Use Experimentation to Optimize Your Product and Business
How to Use Experimentation to Optimize Your Product and BusinessHow to Use Experimentation to Optimize Your Product and Business
How to Use Experimentation to Optimize Your Product and BusinessOptimizely
 
Performance Testing
Performance TestingPerformance Testing
Performance TestingCodelattice
 
Mastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring
Mastering the Customer Experience: VoC Techniques that Keep JetBlue SoaringMastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring
Mastering the Customer Experience: VoC Techniques that Keep JetBlue SoaringQualtrics
 

What's hot (20)

Best practices for launching site redesigns
Best practices for launching site redesignsBest practices for launching site redesigns
Best practices for launching site redesigns
 
Marketing Automation - Annica Digital at Digital Growth Day
Marketing Automation - Annica Digital at Digital Growth DayMarketing Automation - Annica Digital at Digital Growth Day
Marketing Automation - Annica Digital at Digital Growth Day
 
Attracting quality traffic - Dave Chaffey Smart Insights 2011
Attracting quality traffic  - Dave Chaffey Smart Insights 2011Attracting quality traffic  - Dave Chaffey Smart Insights 2011
Attracting quality traffic - Dave Chaffey Smart Insights 2011
 
Building an Effective Voice of the Customer Program
Building an Effective Voice of the Customer ProgramBuilding an Effective Voice of the Customer Program
Building an Effective Voice of the Customer Program
 
Communifix Case Study - Mobile App LeadGen Marketing
Communifix Case Study - Mobile App LeadGen Marketing Communifix Case Study - Mobile App LeadGen Marketing
Communifix Case Study - Mobile App LeadGen Marketing
 
Using a Powerful Online Collaboration Platform to Increase Productivity
Using a Powerful Online Collaboration Platform to Increase ProductivityUsing a Powerful Online Collaboration Platform to Increase Productivity
Using a Powerful Online Collaboration Platform to Increase Productivity
 
Existing Website UX Audit
Existing Website UX AuditExisting Website UX Audit
Existing Website UX Audit
 
Optimizely Product Vision: The Future of Experimentation
Optimizely Product Vision: The Future of ExperimentationOptimizely Product Vision: The Future of Experimentation
Optimizely Product Vision: The Future of Experimentation
 
Timeus Interactive Credentials Presentation Nov09
Timeus Interactive Credentials Presentation Nov09Timeus Interactive Credentials Presentation Nov09
Timeus Interactive Credentials Presentation Nov09
 
Adobe_Campaign_Overview
Adobe_Campaign_OverviewAdobe_Campaign_Overview
Adobe_Campaign_Overview
 
Why the Way You Collect the Voice of the Customer Matters
Why the Way You Collect the Voice of the Customer MattersWhy the Way You Collect the Voice of the Customer Matters
Why the Way You Collect the Voice of the Customer Matters
 
Web Design/Development : Portfolio cum Presentation
Web Design/Development : Portfolio cum PresentationWeb Design/Development : Portfolio cum Presentation
Web Design/Development : Portfolio cum Presentation
 
Nipsy Jhamb
Nipsy JhambNipsy Jhamb
Nipsy Jhamb
 
UX Camp: Pittsburgh, 2017
UX Camp: Pittsburgh, 2017UX Camp: Pittsburgh, 2017
UX Camp: Pittsburgh, 2017
 
Top 10 website needs for manufacturers- Webinar held January 30, 2014
Top 10 website needs for manufacturers- Webinar held January 30, 2014Top 10 website needs for manufacturers- Webinar held January 30, 2014
Top 10 website needs for manufacturers- Webinar held January 30, 2014
 
Web 2 0 knowledge management and social networking- why should i care
Web 2 0 knowledge management and social networking-  why should i careWeb 2 0 knowledge management and social networking-  why should i care
Web 2 0 knowledge management and social networking- why should i care
 
How to Use Experimentation to Optimize Your Product and Business
How to Use Experimentation to Optimize Your Product and BusinessHow to Use Experimentation to Optimize Your Product and Business
How to Use Experimentation to Optimize Your Product and Business
 
Performance Testing
Performance TestingPerformance Testing
Performance Testing
 
Melewi UX audit
Melewi UX auditMelewi UX audit
Melewi UX audit
 
Mastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring
Mastering the Customer Experience: VoC Techniques that Keep JetBlue SoaringMastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring
Mastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring
 

Viewers also liked

LinkedIn Latest Updates 2014
LinkedIn Latest Updates 2014LinkedIn Latest Updates 2014
LinkedIn Latest Updates 2014Smart Insights
 
Conversation Research: Leveraging the power of social media market research
Conversation Research: Leveraging the power of social media market researchConversation Research: Leveraging the power of social media market research
Conversation Research: Leveraging the power of social media market researchInSites on Stage
 
Steal This Slide: eCommerce Video Conversion Rates & Statistics
Steal This Slide: eCommerce Video Conversion Rates & StatisticsSteal This Slide: eCommerce Video Conversion Rates & Statistics
Steal This Slide: eCommerce Video Conversion Rates & StatisticsAndrew Davis
 
Marketo - Definitive guide to marketing metrics marketing analytics
Marketo - Definitive guide to marketing metrics marketing analyticsMarketo - Definitive guide to marketing metrics marketing analytics
Marketo - Definitive guide to marketing metrics marketing analyticsKun Le
 
BrightonSEO 2014: SEO In the Bigger Picture
BrightonSEO 2014: SEO In the Bigger Picture BrightonSEO 2014: SEO In the Bigger Picture
BrightonSEO 2014: SEO In the Bigger Picture Richard Kirk
 
DMA digital tracking study May 2010
DMA digital tracking study May 2010DMA digital tracking study May 2010
DMA digital tracking study May 2010Bryan Miller
 
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEAConversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEAConversion Rate Experts
 
Usability & User Experience 101 - #UX101
Usability & User Experience 101 - #UX101Usability & User Experience 101 - #UX101
Usability & User Experience 101 - #UX101Become Customer-Centric
 
Performics Life on Demand 2012 Summary Deck
Performics Life on Demand 2012 Summary DeckPerformics Life on Demand 2012 Summary Deck
Performics Life on Demand 2012 Summary DeckPerformics
 
Multichannel innovation-debenhams
Multichannel innovation-debenhamsMultichannel innovation-debenhams
Multichannel innovation-debenhamsPracticology
 
UX - The New Brand Order
UX - The New Brand OrderUX - The New Brand Order
UX - The New Brand OrderSteven Fisher
 
Advanced Link Building Strategies for Affiliate Sites - Patrick Atloft
Advanced Link Building Strategies for Affiliate Sites - Patrick AtloftAdvanced Link Building Strategies for Affiliate Sites - Patrick Atloft
Advanced Link Building Strategies for Affiliate Sites - Patrick Atloftauexpo Conference
 
Multichannel innovation-amplience
Multichannel innovation-amplienceMultichannel innovation-amplience
Multichannel innovation-ampliencePracticology
 
Mobile Marketing Conference - Business Design Centre 1 Oct
Mobile Marketing Conference - Business Design Centre 1 OctMobile Marketing Conference - Business Design Centre 1 Oct
Mobile Marketing Conference - Business Design Centre 1 OctCraig Sullivan
 
Buttons on forms and surveys: a look at some research 2012
Buttons on forms and surveys: a look at some research 2012Buttons on forms and surveys: a look at some research 2012
Buttons on forms and surveys: a look at some research 2012Caroline Jarrett
 
Going global - Clarks European ecommerce
Going global - Clarks European ecommerceGoing global - Clarks European ecommerce
Going global - Clarks European ecommercePracticology
 
Internal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword ExplorerInternal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword ExplorerRand Fishkin
 
The Content Journey: illustrated by Dribbble designers from around the globe
The Content Journey: illustrated by Dribbble designers from around the globeThe Content Journey: illustrated by Dribbble designers from around the globe
The Content Journey: illustrated by Dribbble designers from around the globeBrightInfo
 

Viewers also liked (20)

LinkedIn Latest Updates 2014
LinkedIn Latest Updates 2014LinkedIn Latest Updates 2014
LinkedIn Latest Updates 2014
 
Strike Ad White Paper
Strike Ad White PaperStrike Ad White Paper
Strike Ad White Paper
 
Conversation Research: Leveraging the power of social media market research
Conversation Research: Leveraging the power of social media market researchConversation Research: Leveraging the power of social media market research
Conversation Research: Leveraging the power of social media market research
 
Steal This Slide: eCommerce Video Conversion Rates & Statistics
Steal This Slide: eCommerce Video Conversion Rates & StatisticsSteal This Slide: eCommerce Video Conversion Rates & Statistics
Steal This Slide: eCommerce Video Conversion Rates & Statistics
 
Marketo - Definitive guide to marketing metrics marketing analytics
Marketo - Definitive guide to marketing metrics marketing analyticsMarketo - Definitive guide to marketing metrics marketing analytics
Marketo - Definitive guide to marketing metrics marketing analytics
 
BrightonSEO 2014: SEO In the Bigger Picture
BrightonSEO 2014: SEO In the Bigger Picture BrightonSEO 2014: SEO In the Bigger Picture
BrightonSEO 2014: SEO In the Bigger Picture
 
DMA digital tracking study May 2010
DMA digital tracking study May 2010DMA digital tracking study May 2010
DMA digital tracking study May 2010
 
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEAConversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
 
Usability & User Experience 101 - #UX101
Usability & User Experience 101 - #UX101Usability & User Experience 101 - #UX101
Usability & User Experience 101 - #UX101
 
Performics Life on Demand 2012 Summary Deck
Performics Life on Demand 2012 Summary DeckPerformics Life on Demand 2012 Summary Deck
Performics Life on Demand 2012 Summary Deck
 
Multichannel innovation-debenhams
Multichannel innovation-debenhamsMultichannel innovation-debenhams
Multichannel innovation-debenhams
 
UX - The New Brand Order
UX - The New Brand OrderUX - The New Brand Order
UX - The New Brand Order
 
Advanced Link Building Strategies for Affiliate Sites - Patrick Atloft
Advanced Link Building Strategies for Affiliate Sites - Patrick AtloftAdvanced Link Building Strategies for Affiliate Sites - Patrick Atloft
Advanced Link Building Strategies for Affiliate Sites - Patrick Atloft
 
Multichannel innovation-amplience
Multichannel innovation-amplienceMultichannel innovation-amplience
Multichannel innovation-amplience
 
Mobile Marketing Conference - Business Design Centre 1 Oct
Mobile Marketing Conference - Business Design Centre 1 OctMobile Marketing Conference - Business Design Centre 1 Oct
Mobile Marketing Conference - Business Design Centre 1 Oct
 
Buttons on forms and surveys: a look at some research 2012
Buttons on forms and surveys: a look at some research 2012Buttons on forms and surveys: a look at some research 2012
Buttons on forms and surveys: a look at some research 2012
 
Going global - Clarks European ecommerce
Going global - Clarks European ecommerceGoing global - Clarks European ecommerce
Going global - Clarks European ecommerce
 
We Are Social - Future Factors 2013
We Are Social - Future Factors 2013We Are Social - Future Factors 2013
We Are Social - Future Factors 2013
 
Internal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword ExplorerInternal Moz Pitch Deck for Keyword Explorer
Internal Moz Pitch Deck for Keyword Explorer
 
The Content Journey: illustrated by Dribbble designers from around the globe
The Content Journey: illustrated by Dribbble designers from around the globeThe Content Journey: illustrated by Dribbble designers from around the globe
The Content Journey: illustrated by Dribbble designers from around the globe
 

Similar to Integrated marketing 2014

Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyInnovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
 
2014 Online Marketing Trends
2014 Online Marketing Trends2014 Online Marketing Trends
2014 Online Marketing TrendsDave Chaffey
 
10 Digital Marketing Essentials for any type of business
10 Digital Marketing Essentials for any type of business 10 Digital Marketing Essentials for any type of business
10 Digital Marketing Essentials for any type of business Dave Chaffey
 
Digital Strategy Success 2016
Digital Strategy Success 2016Digital Strategy Success 2016
Digital Strategy Success 2016Dave Chaffey
 
Benchmarking Digital Marketing Strategy
Benchmarking Digital Marketing StrategyBenchmarking Digital Marketing Strategy
Benchmarking Digital Marketing StrategyDave Chaffey
 
Benchmarking digital marketing strategy
Benchmarking digital marketing strategyBenchmarking digital marketing strategy
Benchmarking digital marketing strategyIncheon Park
 
Davechaffey Benchmarkingyourdigitalstrategy Omniture 090422084621 Phpapp01
Davechaffey Benchmarkingyourdigitalstrategy Omniture 090422084621 Phpapp01Davechaffey Benchmarkingyourdigitalstrategy Omniture 090422084621 Phpapp01
Davechaffey Benchmarkingyourdigitalstrategy Omniture 090422084621 Phpapp01alpergroups
 
Optimizing Campaigns For Multiple Channels, Screens & Audiences
Optimizing Campaigns For Multiple Channels, Screens & AudiencesOptimizing Campaigns For Multiple Channels, Screens & Audiences
Optimizing Campaigns For Multiple Channels, Screens & AudiencesG3 Communications
 
10 practical content marketing techniques
10 practical content marketing techniques10 practical content marketing techniques
10 practical content marketing techniquesSmart Insights
 
Innovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trendsInnovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
 
10 recession-beating digital marketing tactics for business growth
10 recession-beating digital marketing tactics for business growth10 recession-beating digital marketing tactics for business growth
10 recession-beating digital marketing tactics for business growthSmart Insights
 
Conversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat GrowthConversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat GrowthTushar Purohit
 
Improving Online Experiences - The Customer Journey Report 2014
Improving Online Experiences - The Customer Journey Report 2014Improving Online Experiences - The Customer Journey Report 2014
Improving Online Experiences - The Customer Journey Report 2014Smart Insights
 
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...BrightEdge Technologies
 
11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex
11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex
11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmexi-SCOOP
 
2018 digital marketing trends - Dave Chaffey
2018 digital marketing trends - Dave Chaffey2018 digital marketing trends - Dave Chaffey
2018 digital marketing trends - Dave ChaffeyDave Chaffey
 
The politics of information architecture
The politics of information architectureThe politics of information architecture
The politics of information architectureMichael Priestley
 
How to improve your performance online - survey results Microsoft Dynamics Pa...
How to improve your performance online - survey results Microsoft Dynamics Pa...How to improve your performance online - survey results Microsoft Dynamics Pa...
How to improve your performance online - survey results Microsoft Dynamics Pa...Patrick Dalle
 

Similar to Integrated marketing 2014 (20)

Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyInnovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
 
2014 Online Marketing Trends
2014 Online Marketing Trends2014 Online Marketing Trends
2014 Online Marketing Trends
 
10 Digital Marketing Essentials for any type of business
10 Digital Marketing Essentials for any type of business 10 Digital Marketing Essentials for any type of business
10 Digital Marketing Essentials for any type of business
 
Digital Strategy Success 2016
Digital Strategy Success 2016Digital Strategy Success 2016
Digital Strategy Success 2016
 
Benchmarking Digital Marketing Strategy
Benchmarking Digital Marketing StrategyBenchmarking Digital Marketing Strategy
Benchmarking Digital Marketing Strategy
 
Benchmarking digital marketing strategy
Benchmarking digital marketing strategyBenchmarking digital marketing strategy
Benchmarking digital marketing strategy
 
Davechaffey Benchmarkingyourdigitalstrategy Omniture 090422084621 Phpapp01
Davechaffey Benchmarkingyourdigitalstrategy Omniture 090422084621 Phpapp01Davechaffey Benchmarkingyourdigitalstrategy Omniture 090422084621 Phpapp01
Davechaffey Benchmarkingyourdigitalstrategy Omniture 090422084621 Phpapp01
 
Optimizing Campaigns For Multiple Channels, Screens & Audiences
Optimizing Campaigns For Multiple Channels, Screens & AudiencesOptimizing Campaigns For Multiple Channels, Screens & Audiences
Optimizing Campaigns For Multiple Channels, Screens & Audiences
 
10 practical content marketing techniques
10 practical content marketing techniques10 practical content marketing techniques
10 practical content marketing techniques
 
Innovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trendsInnovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trends
 
Baxi boilers
Baxi boilersBaxi boilers
Baxi boilers
 
10 recession-beating digital marketing tactics for business growth
10 recession-beating digital marketing tactics for business growth10 recession-beating digital marketing tactics for business growth
10 recession-beating digital marketing tactics for business growth
 
Conversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat GrowthConversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat Growth
 
Improving Online Experiences - The Customer Journey Report 2014
Improving Online Experiences - The Customer Journey Report 2014Improving Online Experiences - The Customer Journey Report 2014
Improving Online Experiences - The Customer Journey Report 2014
 
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...
 
11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex
11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex
11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex
 
Digital measurement & analytics
Digital measurement & analyticsDigital measurement & analytics
Digital measurement & analytics
 
2018 digital marketing trends - Dave Chaffey
2018 digital marketing trends - Dave Chaffey2018 digital marketing trends - Dave Chaffey
2018 digital marketing trends - Dave Chaffey
 
The politics of information architecture
The politics of information architectureThe politics of information architecture
The politics of information architecture
 
How to improve your performance online - survey results Microsoft Dynamics Pa...
How to improve your performance online - survey results Microsoft Dynamics Pa...How to improve your performance online - survey results Microsoft Dynamics Pa...
How to improve your performance online - survey results Microsoft Dynamics Pa...
 

More from Smart Insights

Smart insights and Force 24: The secrets to successful email marketing
Smart insights and Force 24: The secrets to successful email marketingSmart insights and Force 24: The secrets to successful email marketing
Smart insights and Force 24: The secrets to successful email marketingSmart Insights
 
10 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 202110 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 2021Smart Insights
 
What's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trendsWhat's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trendsSmart Insights
 
What do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topicsWhat do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topicsSmart Insights
 
The impact of Covid19 on your digital strategy
The impact of Covid19 on your digital strategyThe impact of Covid19 on your digital strategy
The impact of Covid19 on your digital strategySmart Insights
 
Improve Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call trackingImprove Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call trackingSmart Insights
 
7 rockstar tips for growth marketing
7 rockstar tips for growth marketing7 rockstar tips for growth marketing
7 rockstar tips for growth marketingSmart Insights
 
10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnels10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnelsSmart Insights
 
Making the most of customer data platforms
Making the most of customer data platformsMaking the most of customer data platforms
Making the most of customer data platformsSmart Insights
 
10 content marketing growth hacks
10 content marketing growth hacks10 content marketing growth hacks
10 content marketing growth hacksSmart Insights
 
6 steps to create a data-driven content strategy
6 steps to create a data-driven content strategy6 steps to create a data-driven content strategy
6 steps to create a data-driven content strategySmart Insights
 
Top social media trends for 2020 with Matt Navarra
Top social media trends for 2020 with Matt NavarraTop social media trends for 2020 with Matt Navarra
Top social media trends for 2020 with Matt NavarraSmart Insights
 
How to maintain vibrancy in your marketing workforce
How to maintain vibrancy in your marketing workforceHow to maintain vibrancy in your marketing workforce
How to maintain vibrancy in your marketing workforceSmart Insights
 
Email marketing trends for 2020
Email marketing trends for 2020Email marketing trends for 2020
Email marketing trends for 2020Smart Insights
 
Top tips for driving leads and optimising conversions in 2020
Top tips for driving leads and optimising conversions in 2020Top tips for driving leads and optimising conversions in 2020
Top tips for driving leads and optimising conversions in 2020Smart Insights
 
Future proofing your marketing - Dave Chaffey
Future proofing your marketing - Dave ChaffeyFuture proofing your marketing - Dave Chaffey
Future proofing your marketing - Dave ChaffeySmart Insights
 
Win more customers with an integrated marketing communications strategy
Win more customers with an integrated marketing communications strategyWin more customers with an integrated marketing communications strategy
Win more customers with an integrated marketing communications strategySmart Insights
 
3 ways you're wasting your biddable media budget... and how to fix it!
3 ways you're wasting your biddable media budget... and how to fix it!3 ways you're wasting your biddable media budget... and how to fix it!
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
 
Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Smart Insights
 
Using AI for online merchandising
Using AI for online merchandisingUsing AI for online merchandising
Using AI for online merchandisingSmart Insights
 

More from Smart Insights (20)

Smart insights and Force 24: The secrets to successful email marketing
Smart insights and Force 24: The secrets to successful email marketingSmart insights and Force 24: The secrets to successful email marketing
Smart insights and Force 24: The secrets to successful email marketing
 
10 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 202110 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 2021
 
What's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trendsWhat's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trends
 
What do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topicsWhat do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topics
 
The impact of Covid19 on your digital strategy
The impact of Covid19 on your digital strategyThe impact of Covid19 on your digital strategy
The impact of Covid19 on your digital strategy
 
Improve Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call trackingImprove Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call tracking
 
7 rockstar tips for growth marketing
7 rockstar tips for growth marketing7 rockstar tips for growth marketing
7 rockstar tips for growth marketing
 
10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnels10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnels
 
Making the most of customer data platforms
Making the most of customer data platformsMaking the most of customer data platforms
Making the most of customer data platforms
 
10 content marketing growth hacks
10 content marketing growth hacks10 content marketing growth hacks
10 content marketing growth hacks
 
6 steps to create a data-driven content strategy
6 steps to create a data-driven content strategy6 steps to create a data-driven content strategy
6 steps to create a data-driven content strategy
 
Top social media trends for 2020 with Matt Navarra
Top social media trends for 2020 with Matt NavarraTop social media trends for 2020 with Matt Navarra
Top social media trends for 2020 with Matt Navarra
 
How to maintain vibrancy in your marketing workforce
How to maintain vibrancy in your marketing workforceHow to maintain vibrancy in your marketing workforce
How to maintain vibrancy in your marketing workforce
 
Email marketing trends for 2020
Email marketing trends for 2020Email marketing trends for 2020
Email marketing trends for 2020
 
Top tips for driving leads and optimising conversions in 2020
Top tips for driving leads and optimising conversions in 2020Top tips for driving leads and optimising conversions in 2020
Top tips for driving leads and optimising conversions in 2020
 
Future proofing your marketing - Dave Chaffey
Future proofing your marketing - Dave ChaffeyFuture proofing your marketing - Dave Chaffey
Future proofing your marketing - Dave Chaffey
 
Win more customers with an integrated marketing communications strategy
Win more customers with an integrated marketing communications strategyWin more customers with an integrated marketing communications strategy
Win more customers with an integrated marketing communications strategy
 
3 ways you're wasting your biddable media budget... and how to fix it!
3 ways you're wasting your biddable media budget... and how to fix it!3 ways you're wasting your biddable media budget... and how to fix it!
3 ways you're wasting your biddable media budget... and how to fix it!
 
Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...
 
Using AI for online merchandising
Using AI for online merchandisingUsing AI for online merchandising
Using AI for online merchandising
 

Recently uploaded

Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Jake Truemper
 
Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsWristbands Ireland
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersPlan Writers
 
Digital Marketing Training Program skills s
Digital Marketing Training Program skills sDigital Marketing Training Program skills s
Digital Marketing Training Program skills sgodxzyrox
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondBoundify
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfLouis Malaybalay
 
The 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfThe 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfInsightsSuccess4
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAYLouis Malaybalay
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneurramya202104
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckHajeJanKamps
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionRight Direction Aero
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabiaopstechsanjanasingh
 
unfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandunfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandakashm530190
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024believeminhh
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdfGiuseppe Tommasone
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Businesstompeter3736
 
Business Models and Business Model Innovation
Business Models and Business Model InnovationBusiness Models and Business Model Innovation
Business Models and Business Model InnovationMichal Hron
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxShainaMaheshwari1
 
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference
 

Recently uploaded (20)

Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
 
Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly Products
 
WAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdfWAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdf
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan Writers
 
Digital Marketing Training Program skills s
Digital Marketing Training Program skills sDigital Marketing Training Program skills s
Digital Marketing Training Program skills s
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and Beyond
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
 
The 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfThe 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdf
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneur
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
 
We are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right DirectionWe are inviting you on board, to move forward together in the Right Direction
We are inviting you on board, to move forward together in the Right Direction
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabia
 
unfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandunfinished legacy it is a clothing brand
unfinished legacy it is a clothing brand
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdf
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Business
 
Business Models and Business Model Innovation
Business Models and Business Model InnovationBusiness Models and Business Model Innovation
Business Models and Business Model Innovation
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
 
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
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 2 @DaveChaffey
  • 6. Initial results from our Managing Digital Marketing 2014 survey 6 @DaveChaffey
  • 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 7 @DaveChaffey
  • 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 8 @DaveChaffey
  • 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 9 @DaveChaffey
  • 10. Vote: How do you rate your content marketing? 10 @DaveChaffey
  • 11. Integration Trend 3: Developing a content marketing strategy Specific responsibilities for: Content marketing +/- SEO +/ Social media marketing +/- Email marketing 11 @DaveChaffey
  • 12.  ACT Integration Trend 3: Developing a content marketing strategy 12 @DaveChaffey
  • 13. Integration 4: Integrated content calendars Also need themes: Monthly and/or Weekly Source: Velocity Partners 13 @DaveChaffey
  • 15. Build in reasons to share + add 15 @DaveChaffey
  • 17. http://bit.ly/smartpersonas Integration 5: Deeper persona insight 17 @DaveChaffey
  • 18. Integration 6: Understanding, prioritising and optimising omnichannel journeys Source: Boston Consulting Group 18 @DaveChaffey
  • 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 19 @DaveChaffey
  • 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 20 @DaveChaffey
  • 21. Personalisation based on context 21 @DaveChaffey
  • 22. Integration isn’t easy… Michael Wiegand’s Mobile User Experience Hell & Toys”R”Us 22 @DaveChaffey
  • 23. Integration 7 – Selecting the best mix?  REACH 23 @DaveChaffey
  • 24.  REACH Q. Which media work best for you? 24 @DaveChaffey
  • 25. Investment (resource needed)  REACH AdWords Facebook custom audiences Sponsored Tweets Influencer PR FBX Retargeting LinkedIn Promoted Posts Media related PR Facebook Promoted Posts AdWords Remarketing Social amplification Instagram Integrated engagement campaigns Vertical niche campaigns Blog marketing SEO Effectiveness (potential sales volume) Which paid, owned, earned media should we target? 25 @DaveChaffey
  • 26. Watching the fastest growing… FBX Retargeting Email publisher audience targeting 26 @DaveChaffey
  • 27. Trend 8. Marketing Automation integrating IP, web + email scoring Source: WOW Analytics 27 @DaveChaffey
  • 28. MA Lead scoring flow Source: WOW Analytics 28 @DaveChaffey
  • 29. Integration trend 9: Cross channel MA and Personalisation i.e. Email, Web Social 29 @DaveChaffey
  • 30. Integration Trend 10: Simplifying experience and brand messages 30 @DaveChaffey
  • 31. Integration Trend 11 Bespoke, immersive mobile experiences https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp 31 @DaveChaffey
  • 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 @DaveChaffey 32 be maintained
  • 34. Integration trend 12: / VOTE Integrating different insight sources Source: Google Analytics vs Universal Analytics 34 @DaveChaffey
  • 36. Which levers do pull when they’re changing? 36 @DaveChaffey
  • 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 37 @DaveChaffey 37
  • 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 38 @DaveChaffey
  • 39. Integration Trend 13: Integrated planning Source: Dan Bosomworth, Hierarchy of plans 39 @DaveChaffey
  • 40. Integration Trend 14: Marketers move from T-Shaped to V-Shaped 40 @DaveChaffey
  • 41. About SmartInsights.com Actionable Marketing Advice Recommended channel hub page: SmartInsights.com/digital-marketing-strategy 41 @DaveChaffey
  • 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  Feeds www.feedburner.com/smartinsi ghts ww.twitter.com/DaveChaffey  Email Newsletter https://plus.google.com/DaveChaffeyUK www.smartinsights.com 42 @DaveChaffey

Editor's Notes

  1. 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.
  2. 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.
  3. 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.
  4. Everything that is wrong with digital marketing in many, but not all businesses.
  5. http://socialfresh.com/best-worst-content-marketing/
  6. 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?
  7. 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).
  8. 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).