1
Fuelling
Digital
Marketing
Success
11 practical techniques
Dr Dave Chaffey
SmartInsights.com
Downloadsmartinsights.com/t...
2
About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books now
working on 6th editions
• Editor at
...
3
4
5
Which tactic will give your
business the biggest commercial
benefits in 2014?
 1. Content marketing
 2. Conversion rat...
6
7
11 techniques to fuel sucess
PLAN
 #1 Digital-specific plan | #2 Personas | #3 OVP
REACH
 #4 Content focused SEO/CM | ...
8
Growth example: ASOS.com
9
Start with a plan!
Key success factors
 Customer insight
 Marketplace review
 SMART objectives
 Persona creation
 D...
10
11
#1 Create a digital-specific plan
12
Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013
13
14
#2 Multichannel Personas
For each persona define preferences for:
 Platforms
(web, email, mobile)
 Platform usage (ho...
15
#3: Define Brand OVP
16
Clarity of strategic focus
17
18
Improving Reach
Key success factors
 Define success criteria
 Select appropriate mix
 Optimise most effective channe...
19
Creating a Reach strategy based on all
customer touchpoints and journeys
20
Creating a POE marketplace map
Source: http://www.slideshare.net/richkirk/why-the
21
#4 Content-focused SEO/Content Marketing
Define the content sweet spot
AlfredJansen Communications
22
The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
23
Use the Smart Insights Content Marketing Matrix for
a Structured evaluation of relevant content
24
Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
Long Tail
AdWords
Remarketing
Facebook
custom aud...
25
Increasing InterACTion
Key success factors
 Define key customer journeys for different platforms
 Use Analytics to im...
26
#6. Managed journeys
27
What is Customer Experience
Management?
Source: As defined by Forrester in 2011
28
Do you have a person
or team RESPONSIBLE
FOR CXM?
 Vote!
29
Technique: Personas &
Customer journey mapping
Source: Boston Consulting Group
30
How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example ...
31
Sites focused on the top tasks
www.volkswagen.co.uk
32
www.barclaycard.co.uk
33
Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail by Richard Sedl...
34
#7. Marketing Automation
Customers
Welcome
email
Behavioural
Cross sell
Regular
marketing
emails
Site
segmented
Activit...
35
Review
Customer
Lifecycle
Touchpoints
:Halfords case study
36
37
Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category
38
Increasing Conversion
Key success factors
 Create a CRO / optimisation process
 Improve mobile platform conversion an...
39
#8. CRO
40
International CRO at ASOS.com
41
Bps = basis points 1/100th of a %
42
43
#9 Mobile persuasion
Recommendation: Review leads, sales from different device, resolution Advanced Segments
44
45
Improving Engagement
Key success factors
 Understanding the satisfaction gap
 Effective sharing through social media ...
46
#10 Obsess about loyalty drivers
47
Practical Tip – use
customer feedback tools
http://bit.ly/smartfeedback
48
#11 Social media amplification
49
How advanced are your digital
marketing capabilities?
50
Let’s Connect!
Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools
 M...
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Internet leaders-dinner-fuelling-digital-success-mixing-digital-dave chaffey smart-insights

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Dr Dave Chaffey is CEO and co-founder of digital marketing management advice site Smart Insights (www.smartinsights.com/about-dave-chaffey). He is author of 5 bestselling books on Ecommerce including Digital Marketing: Strategy, Implementation and Practice and has been recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have shaped the future of marketing.

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Internet leaders-dinner-fuelling-digital-success-mixing-digital-dave chaffey smart-insights

  1. 1. 1 Fuelling Digital Marketing Success 11 practical techniques Dr Dave Chaffey SmartInsights.com Downloadsmartinsights.com/t fma2014
  2. 2. 2 About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books now working on 6th editions • Editor at SmartInsights.com a freemium marketing advice site with 60,000 Basic members and Expert members in over 50 countries • Insights Director at search conversion agency ClickThrough MarketingFree Basic member download: http://bit.ly/smartercontent
  3. 3. 3
  4. 4. 4
  5. 5. 5 Which tactic will give your business the biggest commercial benefits in 2014?  1. Content marketing  2. Conversion rate optimisation  3. Mobile marketing  4. Search marketing (SEO and PPC)  5. Social media marketing
  6. 6. 6
  7. 7. 7 11 techniques to fuel sucess PLAN  #1 Digital-specific plan | #2 Personas | #3 OVP REACH  #4 Content focused SEO/CM | #5 Paid media targeting ACT  #6 Managed journeys | #7 Marketing Automation CONVERT  #8 CRO | #9 Mobile-optimised experiences ENGAGE  #10 Obsess about loyalty | #11 Social amplification
  8. 8. 8 Growth example: ASOS.com
  9. 9. 9 Start with a plan! Key success factors  Customer insight  Marketplace review  SMART objectives  Persona creation  Digital SWOT summary
  10. 10. 10
  11. 11. 11 #1 Create a digital-specific plan
  12. 12. 12 Strategy: a tale of two airlines Source: Corporate site pages 2012/2013
  13. 13. 13
  14. 14. 14 #2 Multichannel Personas For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands www.dulux.co.uk
  15. 15. 15 #3: Define Brand OVP
  16. 16. 16 Clarity of strategic focus
  17. 17. 17
  18. 18. 18 Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing
  19. 19. 19 Creating a Reach strategy based on all customer touchpoints and journeys
  20. 20. 20 Creating a POE marketplace map Source: http://www.slideshare.net/richkirk/why-the
  21. 21. 21 #4 Content-focused SEO/Content Marketing Define the content sweet spot AlfredJansen Communications
  22. 22. 22 The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
  23. 23. 23 Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content
  24. 24. 24 Effectiveness (potential sales volume) Investment(resourceneeded) SEO Long Tail AdWords Remarketing Facebook custom audiences AdWords Generic Social amplification Media related PR Influencer PR Integrated content campaigns Blog marketing Sponsored Tweets Instagram #5 Paid media targeting FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts Tip: Review Display Network and Remarketing options AdWords Tail AdWords PLA AdWords Mobile (Enhanced campaigns) SEO Generic Example: Review effectiveness for your sector
  25. 25. 25 Increasing InterACTion Key success factors  Define key customer journeys for different platforms  Use Analytics to improve effectiveness  Select content to engage audience  Manage creation and promotion of content
  26. 26. 26 #6. Managed journeys
  27. 27. 27 What is Customer Experience Management? Source: As defined by Forrester in 2011
  28. 28. 28 Do you have a person or team RESPONSIBLE FOR CXM?  Vote!
  29. 29. 29 Technique: Personas & Customer journey mapping Source: Boston Consulting Group
  30. 30. 30 How effective is your scent? WHY CHOOSE US? WHERE / HOW TO BUY? NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> Example SCENT TRAILS
  31. 31. 31 Sites focused on the top tasks www.volkswagen.co.uk
  32. 32. 32 www.barclaycard.co.uk
  33. 33. 33 Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren Customer persona toolkit: http://bit.ly/smartpersonas
  34. 34. 34 #7. Marketing Automation Customers Welcome email Behavioural Cross sell Regular marketing emails Site segmented Activity flagging RFM Predictive Lapsed / Churn By product Site down apology Birthday / Xmas Emails Repeat abandoner Future Release alert Back in stock alert Lapsed Activity Non cross sell Not returned in 14 days Not re-purchased in 14 days Process abandonment X-sell programme By product Newsletter Not transacted By content group visited Content triggers Entry level 5 - 8 triggers Medium level 17 – 30 triggers Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Site Activity programFull marketing email program Customer service emails Source:
  35. 35. 35 Review Customer Lifecycle Touchpoints :Halfords case study
  36. 36. 36
  37. 37. 37 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
  38. 38. 38 Increasing Conversion Key success factors  Create a CRO / optimisation process  Improve mobile platform conversion and integration
  39. 39. 39 #8. CRO
  40. 40. 40 International CRO at ASOS.com
  41. 41. 41 Bps = basis points 1/100th of a %
  42. 42. 42
  43. 43. 43 #9 Mobile persuasion Recommendation: Review leads, sales from different device, resolution Advanced Segments
  44. 44. 44
  45. 45. 45 Improving Engagement Key success factors  Understanding the satisfaction gap  Effective sharing through social media marketing  Effective and efficient email marketing
  46. 46. 46 #10 Obsess about loyalty drivers
  47. 47. 47 Practical Tip – use customer feedback tools http://bit.ly/smartfeedback
  48. 48. 48 #11 Social media amplification
  49. 49. 49 How advanced are your digital marketing capabilities?
  50. 50. 50 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools  Managing Digital Marketing 2014 report  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, 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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