This document summarizes 11 digital marketing strategy issues for 2011 as presented by Dr. Dave Chaffey, CEO of Smart Insights. The issues include developing a content and engagement strategy, optimizing digital marketing efforts, improving email and social media engagement, leveraging mobile apps and social CRM, addressing privacy concerns, and integrating digital and traditional marketing. Case studies and links to additional resources are provided for each issue to help marketers address changing opportunities and threats in the digital landscape.

1. 11 Digital MarketingStrategy issues for 2011 Dr Dave Chaffey, CEO, Smart Insights Presented to Fusion Marketing Experience: Brussels, 23rd March 2011 Download presentation from: SmartInsights.com/presentations

2. Not!

3. 11 #digitalmarketingstrategy issues

4. About Dave Chaffey Books Qualifications: Cert DigM and Dip DigM Best practice guides Analytics advice, software & consulting www.smartinsights.com/ Search & conversion consulting www.clickthrough-marketing.com

5. Do you have a digital marketing strategy? http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

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. Two tales of the path to digital excellence http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

8. The journey to digitalmarketing http://video.forbes.com/fvn/cmo/how-cisco-does-social-media http://blogs.cisco.com/news/timeline-of-social-media-at-cisco/

9. Strategy Opportunity 1 Content / engagement strategy http://www.smartinsights.com/blog/digital-marketing-strategy/why-dont-many-companies-blog/ http://www.asdamagazine.com/

10. http://www.ruderfinn.com/rfrelate/intent/intent-index.html

11. http://socialmediatoday.com/will-davis/278891/why-companies-say-they-want-social-media-really-want-content-marketing#comment-31665

12. Developing your OVP Key Point Core brand proposition = Marketing Mix: 1 Who you are? 2 What you do? 3 Where you do it? 4 What makes you different? 5 How can our digital presence help you decide? The OVP… OVP - Online Value Proposition What can your provide to help/inform/entertain me online? Reinforces core brand proposition and credibility, but messaging shows… Different OVPs for different markets and audiences Value that a site visitor get from your online brand or campaign that… They can’t get from you offline? They can’t get from competitors? Develop content strategy to deliver OVPs Communicate message forcefully: online and offline http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/

13. Is you content EXCEPTIONAL?

14. www.i-to-i.com Video OVP See tips: http://mashable.com/2010/12/12/marketing-web-video/

15. Crowdsource! Gaining site and business innovation ideas through Uservoice

16. 68% CTR 229 downloads Content strategy example See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/

17. Making it happen http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/

18. Do you need a content strategist? “Drive the development and organization of content that is useful, compelling and meaningful – directly on logitech.com and indirectly through distributed content” http://jobs.mashable.com/a/jbb/job-details/379895

19. ModellingEffectiveness‘Doing the Right Thing’Research and Analysis Optimisation Efficiency‘Doing the Thing Right’Continuous improvement Automation Efficiency‘Doing the Thing Right’Automated tools Strategy opportunity 2 : Digital marketing optimisation

20. Q. How automated is your optimization? 20

21. http://www.google.com/analytics/apps/results?category=Reporting%20Tools Recommended: Shuffle Point, GA Data Grabber

22. Planned conversion optimisation Source:

24. How effective is your scent? Example SCENT TRAILS NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> WHERE / HOW TO BUY? WHY CHOOSE US?

25. Autoglass MVT case study - control

26. TV Comparison TV - Off TV - On +2.4% +6.4% -1.3% +14.8%

27. Service message testing +5.3%

28. What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://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” .

29. http://whatusersdo.com/pv.php?mode=sample

30. Strategy opportunity 3 Right Touching = Engagement optimisation

31. Your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission 31

32. Example of dynamic content insertion Tip. Change order of offers or featuresaccording to segmentto increase relevance 32 Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion

33. Q. Do you have an event triggered E-communications strategy? 33

34. BT - It’s all about past actions… “Recognition of activity” Purchase Dispatched +7d Recognition ofprevious purchase +14d +21d

35. Strategy opportunity 4 Social media marketing

36. Driving traffic? That’s the old way Source: Updated from an idea by the great David Hughes

37. The beating heart pushing content out...and encouraging interaction Newsletter Alerts Updates Your site Competitions Discussion Connection Authors Staff Readers News Alerts Updates Source: Updated from an idea by the great David Hughes

40. See how: http://www.mindjumpers.com/blog/2010/10/hm%E2%80%99s-use-ofl-media/

41. Opportunity 5: Display resurgence http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go

42. Retargeting/remarketing example

43. Opportunity 6: There’s an app for that! http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps/

44. http://www.youtube.com/watch?v=v2vpvEDS00o

45. Opportunity 7 (Threat) Googlization

46. Opportunity 8: Social CRM http://www.smartinsights.com/blog/digital-marketing-strategy/social-crm-strategy/

47. Tip: Recruit to Twitter via Email Recruiting to Twitter via a prize draw promoted in Twitter

48. …And exclusive Facebook Benefits

49. Opportunity 9: Multi-touch attribution http://bitly.com/betterattribution

50. Multichannel attribution – who getsthe credit for sale? Landing Event Campaign Detail Date Onsite activity Content Click SEO “Sun Holiday” 14/01 Confirm Purchase View MSN banner “Winter sun” 15/01 Click PPC “Hotels in Kos” 23/01 Click Tradedoubler Partner X 24/01 View Email “Special Offer” 3/02 Direct www.thomascook.com 4/02 Click SEO “Thomas Cook” 5/02 Source:

52. Opportunity 10 (Threat): Privacy Wars

53. Opportunity 11: Digital marketing = marketing? http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

54. http://www.smartinsights.com/digital-marketing-strategy-alerts/marketing-models/

55. Let’s Connect! Questions & discussion welcome uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey Blog www.smartinsights.com Feeds www.feedburner.com/smartinsights Email Newsletter www.smartinsights.com