11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex


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Presentation by Dr. Dave Chaffey - @smartinsights - for the Fusion Marketing Brussels event #fusionmex - 11 Digital Marketing Strategy issues for 2011

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  • Mix? Client-side vs agency side?
  • Some fundamental questions. Why would anyone link to your site (unpaid) How can you engage visitors who aren’t interested right now? Why don’t visitors respond (selective opt-out) What do your Emails add other than selling – they are just like Dell’s – How to make your emails engaging? The basic proposition should be clear also: Who we are? What we do? Where we do it? What makes us different? Why can you trust us? In his Alertbox ‘Tagline Blues: What's the Site About?’ Jakob Nielsen suggests: ‘ To assess whether your homepage communicates effectively to visitors in the crucial first 10 seconds, follow two simple guidelines: First, collect the taglines from your own site and your three strongest competitors. Print them in a bulleted list without identifying the company names. Ask yourself whether you can tell which company does what. More important, ask a handful of people outside your company the same question. Second, look at how you present the company in the main copy on the home page. Rewrite the text to say exactly the opposite. Would any company ever say that? If not, you're not saying much with your copy, either .’ http://www.useit.com/alertbox/20010722.html But the communication of the OVP should not end with the tag-line. More detailed explanations of the benefits of using the OVP can be communicated: On the homepage through feature lists or imagery that shows the benefits or experiences that are available In the About Us section In the Contact Us section In the Help section In the e-newsletter archive In Frequently Asked Questions
  • 11 Digital Marketing Strategy issues for 2011 by Dave Chaffey #fusionmex

    1. 1. 11 Digital Marketing Strategy issues for 2011 Dr Dave Chaffey, CEO, Smart Insights Presented to Fusion Marketing Experience: Brussels, 23 rd March 2011 Download presentation from: SmartInsights.com /presentations
    2. 2. Not!
    3. 3. 11 #digitalmarketing strategy issues Opportunities Threats and headaches <ul><li>Content / engagement strategy </li></ul>7. Googlization <ul><li>Digital marketing optimisation </li></ul>8. Social CRM 3. Right Touching 9. Touchpoint attribution 4. Social media marketing 10. Privacy wars 5. Display resurgence 11. Digital marketing = marketing 6. Mobile Apps
    4. 4. About Dave Chaffey <ul><li>Analytics </li></ul><ul><li>advice, software </li></ul><ul><li>& consulting </li></ul><ul><li>www.smartinsights.com / </li></ul><ul><li>Search & </li></ul><ul><li>conversion </li></ul><ul><li>consulting </li></ul><ul><li>www.clickthrough-marketing.com </li></ul>Books Qualifications: Cert DigM and Dip DigM Best practice guides
    5. 5. Do you have a digital marketing strategy? http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy
    6. 6. Which is more effective? Trend following or vision following? http://www.smartinsights.com/blog/digital-marketing-strategy/vision-mission-statements-for-ecommerce-and-digital-marketing/
    7. 7. Two tales of the path to digital excellence http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
    8. 8. The journey to digital marketing http://blogs.cisco.com/news/timeline-of-social-media-at-cisco / http://video.forbes.com/fvn/cmo/how-cisco-does-social-media
    9. 9. Strategy Opportunity 1 <ul><li>Content / engagement strategy </li></ul>http://www.smartinsights.com/blog/digital-marketing-strategy/why-dont-many-companies-blog/ http:// www.asdamagazine.com /
    10. 10. http://www.ruderfinn.com/rfrelate/intent/intent-index.html
    11. 11. http://socialmediatoday.com/will-davis/278891/why-companies-say-they-want-social-media-really-want-content-marketing#comment-31665
    12. 12. Developing your OVP <ul><li>Core brand proposition = Marketing Mix: </li></ul><ul><ul><li>1 Who you are? </li></ul></ul><ul><ul><li>2 What you do? </li></ul></ul><ul><ul><li>3 Where you do it? </li></ul></ul><ul><ul><li>4 What makes you different? </li></ul></ul><ul><ul><li>5 How can our digital presence help you decide? The OVP… </li></ul></ul><ul><li>OVP - Online Value Proposition </li></ul><ul><ul><li>What can your provide to help/inform/entertain me online? </li></ul></ul><ul><ul><li>Reinforces core brand proposition and credibility, but messaging shows… </li></ul></ul><ul><ul><li>Different OVPs for different markets and audiences </li></ul></ul><ul><ul><li>Value that a site visitor get from your online brand or campaign that… </li></ul></ul><ul><ul><ul><li>They can’t get from you offline? </li></ul></ul></ul><ul><ul><ul><li>They can’t get from competitors? </li></ul></ul></ul><ul><ul><li>Develop content strategy to deliver OVPs </li></ul></ul><ul><ul><li>Communicate message forcefully: online and offline </li></ul></ul>Key Point http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/
    13. 13. Is you content EXCEPTIONAL?
    14. 14. www.i-to-i.com Video OVP See tips: http://mashable.com/2010/12/12/marketing-web-video/
    15. 15. Gaining site and business innovation ideas through Uservoice Crowdsource!
    16. 16. Content strategy example 68% CTR 229 downloads See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/
    17. 17. Making it happen http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/
    18. 18. Strategy opportunity 2 : <ul><li>Digital marketing optimisation </li></ul>M odelling Effectiveness ‘Doing the Right Thing’ Research and Analysis O ptimisation Efficiency ‘Doing the Thing Right’ Continuous improvement A utomation Efficiency ‘Doing the Thing Right’ Automated tools
    19. 19. Q. How automated is your optimization?
    20. 20. http:// www.google.com/analytics/apps/results?category =Reporting%20Tools Recommended: Shuffle Point, GA Data Grabber
    21. 21. Planned conversion optimisation Source:
    23. 24. Autoglass MVT case study - control
    24. 25. TV Comparison TV - Off TV - On
    25. 26. Service message testing
    26. 27. What do customers value? Think? Analytics will only show you ‘ What ’ not ‘ Why ’ – other tools can help iPerceptions http://www.4qsurvey.com / “ Bad web site. Difficult to find item as no search box provided for short cut ” “ I can't find any prices on your website ” “ Would like to see where I can buy products from ” .
    27. 28. http:// whatusersdo.com/pv.php?mode =sample
    28. 29. Strategy opportunity 3 <ul><li>Right Touching = Engagement optimisation </li></ul>
    29. 30. Your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
    30. 31. Example of dynamic content insertion Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion Tip. Change order of offers or features according to segment to increase relevance
    31. 32. Q. Do you have an event triggered E-communications strategy?
    32. 33. BT - It’s all about past actions… “Recognition of activity” Purchase Dispatched +7d +14d +21d Recognition of previous purchase
    33. 34. Strategy opportunity 4 <ul><li>Social media marketing </li></ul>
    34. 35. Driving traffic? That’s the old way Source: Updated from an idea by the great David Hughes
    35. 36. The beating heart pushing content out... and encouraging interaction Authors Staff Readers News Alerts Updates Competitions Discussion Connection Newsletter Alerts Updates Source: Updated from an idea by the great David Hughes Your site
    36. 39. See how: http://www.mindjumpers.com/blog/2010/10/hm%E2%80%99s-use-ofl-media/
    37. 40. Opportunity 5: <ul><li>Display resurgence </li></ul>http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go
    38. 41. Retargeting/remarketing example
    39. 42. Opportunity 6: <ul><li>There’s an app for that! </li></ul>http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps/
    40. 43. http:// www.youtube.com/watch?v =v2vpvEDS00o
    41. 44. Opportunity 7 (Threat) <ul><li>Googlization </li></ul>
    42. 45. Opportunity 8: <ul><li>Social CRM </li></ul>http://www.smartinsights.com/blog/digital-marketing-strategy/social-crm-strategy/
    43. 46. <ul><li>Recruiting to Twitter </li></ul><ul><li>via a prize draw </li></ul><ul><li>promoted in Twitter </li></ul>Tip: Recruit to Twitter via Email
    44. 47. … And exclusive Facebook Benefits
    45. 48. Opportunity 9: <ul><li>Multi-touch attribution </li></ul>http:// bitly.com/betterattribution
    46. 49. Multichannel attribution – who gets the credit for sale? Source: Click SEO “ Sun Holiday” View MSN banner “ Winter sun” Click PPC “ Hotels in Kos” Click Tradedoubler Partner X View Email “ Special Offer” Direct www.thomascook.com 14/01 15/01 23/01 24/01 3/02 4/02 Click SEO “ Thomas Cook” 5/02 Event Campaign Detail Date Onsite activity Landing Content Confirm Purchase
    47. 51. Opportunity 10 (Threat): <ul><li>Privacy Wars </li></ul>
    48. 52. http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy Opportunity 11: Digital marketing = marketing?
    49. 53. http://www.smartinsights.com/digital-marketing-strategy-alerts/marketing-models/
    50. 54. Let’s Connect! Questions & discussion welcome <ul><li>Blog </li></ul><ul><li>www.smartinsights.com </li></ul><ul><li>Feeds </li></ul><ul><li>www.feedburner.com/smartinsights </li></ul><ul><li>Email Newsletter </li></ul><ul><li>www.smartinsights.com </li></ul>uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey