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The state of lifecycle marketing and automation 2016

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A review of how to improve use of marketing automation across the lifecycle with a focus on measurement to determine ROI. Presented by Dave Chaffey at Technology for Marketing, London, September 2016

Published in: Marketing

The state of lifecycle marketing and automation 2016

  1. 1. 1@DaveChaffey The State of Lifecycle Measurement and Automation Dr Dave Chaffey. SmartInsights.com Presented at TFM, London, 2016. Report and slides: http://go.smartinsights.com/tfm
  2. 2. 2@DaveChaffey Lifecycle marketing opportunity
  3. 3. 3@DaveChaffey Understand consumers Marketing Techniques Master Martech Optimise platform best practices Process : integrate marketing plans The 5 pillars of improving marketing today
  4. 4. 4@DaveChaffey About Dave Chaffey Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million unique visitors each quarter. Expert members in over 80 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for members. Specialist Digital Marketing consultant, trainer and author since ‘97. Free Basic membership Paid Expert membership Paid Expert membership Presented at TFM, London, 2016. Report and slides: http://go.smartinsights.com/tfm
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  6. 6. 6@DaveChaffey
  7. 7. 7@DaveChaffey 1. Customer behaviour – the biggest trend ?
  8. 8. 8@DaveChaffey Growing multi-device ownership
  9. 9. 9@DaveChaffey From Mobile-first to the Multichannel majority
  10. 10. 10@DaveChaffey Desktop Purchase still #1 device Source: Custora Ecommerce Pulse
  11. 11. 11@DaveChaffey Recommended technique : Segment channels/journeys by device
  12. 12. 12@DaveChaffey 2. Marketing techniques The eight key techniques every business needs to master
  13. 13. 13@DaveChaffey Q. Which digital marketing activity will most INCREASE your commercial returns in 2017?  1. “Big Data”  2. Content Marketing  3. Marketing Automation (incl. email, lead scoring, personalisation)  4. Mobile Marketing  5. Conversion Rate Optimisation
  14. 14. 14@DaveChaffeySmart Insights Digital marketing trends 2017 article
  15. 15. 15@DaveChaffey The Big 3 digital channel sales drivers in retail sector (last click) Source: Custora Ecommerce Pulse
  16. 16. 16@DaveChaffey The reality = multiple touchpoints Source: Google Customer Journey path to purchase study
  17. 17. 17@DaveChaffey 0 10 20 30 40 50 0-5 5-10 10-15 15-20 20-25 25-30 30-45 45-60 60-120 ConversionRate(%) Time to call after abandonment (minutes) Plus offline conversion touchpoins important in many high purchase value sectors Abandonment identified instantly Typical session timeout detection Normal starting point SMS Conversion Rates Email Conversion Rates Source: Optilead
  18. 18. 18@DaveChaffey Example call-back pop-up based on user behaviour Source: Optilead
  19. 19. 19@DaveChaffey Recommended technique : Use Attribution models and use Multichannel funnels in Google Analytics
  20. 20. 20@DaveChaffey AdRoll US attribution report
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  23. 23. 23@DaveChaffey 3. Marketing Technology Q&A and Free poster version at Stand T1130
  24. 24. 24@DaveChaffey Our Marketing technology stack Paid Owned and Automation Earned Experience Analytics Productivity Yours? Tweet to #TFM16 one free, ideally new marketing tool ‘you couldn’t live without’
  25. 25. 25@DaveChaffey 30 Digital Tools categories #1 Download: http://bit.ly/smartdigitaltools
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  27. 27. 27@DaveChaffey B2B-specific attribution
  28. 28. 28@DaveChaffey Moving from descriptive to predictive measurement
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  30. 30. 30@DaveChaffey 4. Marketing Platforms
  31. 31. 31@DaveChaffey Platform best practices to watch for in 2017  AI and chatbots e.g. Messenger and All  Updates to 200 X Google organic signals  Paid media options to boost awareness and conversion through segmented re-marketing  Predictive analytics Smart Insights Digital Media options cheatsheet
  32. 32. 32@DaveChaffey AdWords innovations to trial and optimise in 2017  Expanded text ads for Mobile  Mobile Bid adjustments  Cross-device attribution  Account-level sitelinks Plus established nurturing techniques RLSA, Customer Match
  33. 33. 33@DaveChaffey 5. Integrate insight-driven marketing plans and processes Define opportunity:  Analytics review  Capability audit - Identify improvements  Model lead targets  TOWs summary Create strategy  Review ALL touchpoints to generate ideas  Map content to lifecycle communications  Create comprehensive communications model Prioritise actions  Define recommendations  Identify quick wins  Longer-term improvements
  34. 34. 34@DaveChaffeySource: PAC Omnichannel 2015 research
  35. 35. 35@DaveChaffey Digital Transformation Do you have a (Digital) Marketing Centre of Excellence?
  36. 36. 36@DaveChaffey Let’s Connect! Questions & discussion welcome on Stand H10 or SmartInsights.com Free, Basic member tools  Managing Digital Marketing 2014 report  Managing Customer Experiences 2014 report  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guides to all digital marketing  DIY Planning and optimisation templates in Word, Excel and Powerpoint  www.smartinsights.com/membership/expert- member-reasons  Personal Discount! DAVESAVE20 uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/ Q&A and Free poster version at Stand T1130

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