What are the techniques of online marketing that businesses MUST get right today? Dave Chaffey of Smart Insights presented at Portsmouth Business School on 8th October 2014 and repeated with a longer version at Leeds University Business School on 15th October.

1. Succeeding with
Digital Marketing
in 2015
1
Leeds University
Business School
Wed 15th October
Dr Dave Chaffey
SmartInsights.com
www.slideshare.net/davechaffey/

2. 2
About
Dave
About Dave Chaffey
• Author of 5 bestselling marketing
books
• Editor of SmartInsights.com - a
marketing advice site with Expert
members in over 50 countries
using our planning guides,
templates and online courses to
improve results.
• Annual and monthly options.
Supports students (full-time, and
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3. Which digital tactic will give
your business the biggest
commercial benefits in 2015?
 1. Content marketing
 2. Conversion rate optimisation (CRO)
 3. Mobile marketing
 4. Search marketing (SEO and PPC)
 5. Social media marketing
3

4. 4
Vote!

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| 6
www.onlinetefl.com

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8. How not to do content marketing…
https://www.youtube.com/watch?v=2YBtspm8j8M
8

9. 9 http://bit.ly/smartgraphics

10. #1 A defined Digital Strategy
Does your business have a
defined digital strategy or
10
plan?
 PLAN

11. #2 Define audience and select best targeting options
11
 PLAN
Online targeting options Method
1. Classic profile-based
demographic segmentation
Target customer groupings according to their
characteristics & motivations
2. Customer value Assess customers by current and future value potential
3. Web design personas Target 2-10 typical customer journeys
4. Customer lifecycle Target messages according to length of time using online
services
5. Purchase and response
behaviour
Use “sense and respond” behavioural targeting based on
RFM
6. Channel preference Communicate with customer in their preferred media (and
according to value)
7. Buying motivations and
behaviours
Evaluation method and sensitivity to pricing against
features, benefits, brand value
8. Tone and style preference Communicate with customers according to their tastes
inferred from demographics or behaviour.
http://bit.ly/smarttargeting

12. 12
Targeting Technique:
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
Customer persona toolkit: http://bit.ly/smartpersonas

13. Hubspot marketing personas
13
Pers http://bit.ly/smartpersonas

14. 14
#3 A Brand OVP/YouTility
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
http://bit.ly/smartovp
 PLAN
http://bit.ly/smartpersonas

15. 15

16. Develop and communicate your OVP
16
 PLAN
http://bit.ly/smartovp
http://bit.ly/smartmix

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18. 18
#4 A brand personality?
How can you/should you STRETCH?
 Personality is the unique, authentic, and talkable soul
of your brand that people can get passionate about.
 Personality is not just about what you stand for, but
how you choose to communicate it. It is also the way
to reconnect your customers, partners, employees,
and influencers to the soul of your brand in the new
social media era.
Source:

19. 19
Source: Ogilvy, TNS and Google Path to Purpose July 2014

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Improving Reach
Key Trends
 Increased micro-targeting options
 Mobile targeting
 Engagement through Visual Apps
 Quality SEO signals

22. Today’s complex customer journeys
22
Source: Online marketplace mapping

23. Technique: Customer journey mapping
23
Source: Smart Insights Persona Toolkit

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Selecting the best communications mix
 REACH

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#5 SEO and PPC
 Win for range of
customer searches
 B2B example
 1. Generic
“Accountants”
 2. Long-tail
“Bookkeeping Sage25”
 3. Local
“Accountants Leeds”
 4. International
 5. Mobile
 6. Image/video

26. 26

27.  REACH
Tip: Review Display Network and
Remarketing options
Effectiveness (potential sales volume)
27
Investment (resource needed)
AdWords
Generic
#6 Experiment to test the best media investments
SEO
Long Tail
AdWords
Remarketing
Facebook
custom audiences
Social
amplification
Media related
PR
Influencer
PR Integrated
content
campaigns
Blog
marketing
Sponsored
Tweets
Instagram
FBX
Retargeting
Facebook
Promoted Posts
LinkedIn
Promoted Posts
AdWords
Tail
AdWords
PLA
AdWords
Mobile
(Enhanced campaigns)
SEO
Generic

28. Google AdWords Remarketing example
28

29. 29
Increasing InterACTion
Key trends
 Interactive content marketing
 Investment in outreach
 Immersive-responsive landing pages

30. #7 Define and optimize conversion pathways
30
 ACT

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Source: Simple Usability benchmark
Video example: https://www.youtube.com/watch?v=twa9lhKIHcc&list=PLCBA90C856CAEF172

32. 32

33. #8 A kickass content marketing strategy
33
http://bit.ly/smartercontent

34. Criteria?
 Rev/visit
 Demand+ lead gen
 Amplify
 Brand fit
 SEO
 Longevity
 Authority/Thought
Leadership
 Individual pain
points?
 Repurposeability
 Risk/reward
34
Brainstorming your best content mix

35. Source: Velocity Partners
35

36. Source: Velocity Partners
36

37. 37
Increasing Conversion
Key trends
 Evolutionary site design / growth hacking
 Mobile CRO
 Improvements to Universal Analytics

38. Improving customer experiences
38
View Clip

39. 39
#9. A CRO mindset + process
Source: Chris Goward - WiderFunnel

40. 40

41. UK Ecommerce example of CRO mindset
41

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http://www.youtube.com/watch?v=VRYbpfrrxbg

43. Use the free Google Content Experiments – we do! 43

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Improving Engagement
Key trends
 Customer satisfaction and feedback
 Social media marketing
 Engaging Email marketing – TEST, LEARN, REFINE

45. Technique : Understanding loyalty drivers
45

46. 46
Practical Tip – using customer feedback tools
http://bit.ly/smartfeedback

47. Assessing Customer Effort
47
Source: eDigitalResearch

48. Are we falling out of love with
“Forrester: Facebook and Twitter Do Almost Nothing for Sales”
48
social media?
Source

49. 49
Will you Ello?

50. 50
#10 Marketing Automation

51. 51
Technique. Marketing Automation
Automated Email Sequences > Targeted > Behavioural

52. Marketing Automation example
52
(RE)Marketing
 1. Generic branded follow-up
email :
+10% conversion rate.
 2. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 72 hours:
+100% conversion rate.
 3. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 48 hours:
+200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail

53. An example
of improving
Marketing
Automation
:Halfords case study
53

54. 54
Source: 7 Steps to Digital Transformation Infographic

55. http://bit.ly/smartstrategy 55

56. 56
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