A keynote presented by Dave at Prolific North, Manchester

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Digital Marketing Trends 2018:
From AI and AMPs to PWAs
Dr Dave Chaffey, co-founder and
Content Director, Smart Insights
Prolific North Live, 28th February 2018

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Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > 1/2
million uniques/quarter.
Premium members in over 100
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.
Digital Marketing strategist, consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey

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RACE Lifecycle optimization
AKA Get the Basics of Digital Marketing right

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Is your ‘always-on’ lifecycle marketing effective and efficient?

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Customer lifecycle touchpoint review –
filling gaps and optimisation needed!

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Have you reviewed your capability gap?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

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AI and Machine Learning
Practical marketing applications of artificial intelligence

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Marketing AI options
Source: Premium members Machine Learning and AI briefing

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Conversational UIs?

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NLG: Automated copywriting
Sources: Phrasee for Email and Automated Insights / Wordsmith

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AMPs
Using Accelerated Mobile Pages project for SEO

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An AMP
example
-
served from
Google’s servers

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How do you compare?

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Source: Two years of AMP pages – David Besbris, VP Google Search, AMP Lead at Google

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PWAs
Progressive Web Apps

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Pros and Cons?
+ Rapid install + download = better results
+ Less data transfer and can potentially work
offline
+ Potentially single code base rather than separate
Web vs iOS/Android native apps
+ Magento2 support
- Rely on ‘Web App Manifest’ and ‘Service Workers’
- Apple don’t support yet in Webkit/iOS/Safari
- React Native is another standard used by
Facebook, AirBnB
- Lack of skills since new?

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CRO
‘Conversion Rate Optimization’ and Personalization

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Q Are you REALLY mobile AND desktop
optimised? NOT simply mobile first!

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Q Are you mobile adaptive rather than responsive?

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Rules-based
Machine-driven
AB testing
1:1
Optimisation
Segmentation
Q Which of these personalisation
techniques do you use on site?
Source: Retail Week

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Example of testing USPs/OVPs
• An A/B test that included USPs on the
homepage resulted in a 6.2% increase in new
visitor conversion rate and a 3.7% increase in
overall conversion rate.
• Following this, Eurostar created targeted
messaging for registered users to increase
the number of registrations on site to help
improve their customer insights.
• Generating significant double-digit increases
in conversions for new users

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Google Optimize is now live
Smart Insights Quick Wins

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GDPR
European General Data Protection and ePrivacy initiative

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Q Are you ready for GDPR?

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Smart Insights GDPR and ePrivacy Briefing

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
www.slideshare.net/davechaffey