The document discusses strategies for digital marketing and customer acquisition in 2012. It poses 8 questions to review one's strategy: 1) Does your brand have a clear personality and online value proposition? 2) Is your mix of paid, owned and earned media investments balanced and effective? 3) Is your publishing process optimized for digital channels? 4) How can you make online campaigns more engaging? 5) Is your business designed for social media? 6) Are you implementing deep SEO practices? 7) Are your channels integrated or siloed? 8) Are you using analytics to optimize performance? The document provides tips and examples for developing strategies in areas like content, social media, email marketing and search engine optimization to attract customers online.

1. “Attracting more with less”
8 questions to review your strategy for 2012
Dr Dave Chaffey, CEO, Smart Insights
Presented at Fusion Marketing Experience:
Antwerp, 2nd Dec 2011
Download presentation from:
SmartInsights.com/presentations
1

2. 2

3. 3

4. Driving traffic? That’s the old
way
Search
marketing
Email Your Affiliate
marketing website marketing
Offline and
Display
advertising
Source: Updated from an idea by the great David Hughes
4

5. The beating heart pushing content out...
and encouraging interaction
Newsletter
Email Alerts
Updates
Competitions Social
Network Your
Authors
Discussion brand site
Blogs Staff
Connection pages Readers
News
RSS feeds Alerts
Updates
Source: Updated from an idea by the great David Hughes
5

6. Key acquisition questions?
Big questions
Q1. Does your brand have personality + OVP?
Q2. Mix = are you investing your time/money wisely?
Q3. Is our publishing process effective?
Q4. How do we make online campaigns more
engaging?
Q5. Is your business “social by design?
Q6. Are your practicing “deep SEO”?
Q7. Are we siloed or multichannel?
Q8. Are you “competing through analytics?”
6

7. Q1
Digital Marketing is simple:
It's ....
One Brand + Tribe
vs
Another
7

8. Acquisition is simple = brand
strength
• Which is the strongest brand in your
sector?
• What gives them strength?
• What does "strongest" online?
• Most engaging
• Most discussed
• Most shareable = Links still matter
• Most loved = Folks only share what they love
because these want to be loved
• Most visible = Media8 investment still matters

9. Reasons content (inbound)
marketing matters
Supports customers Supports acquisition
• Copy converts • SEO
• UGC, ratings • + AdWords
convert
• + Email marketing
• Comparison tools
• + PR
convert
• + Social media
• On-site search
content
9

10. What is your brand
• personality?
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:
10

11. 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/
11

12. Key brand messages defined
through the customer journey
12

13. 13

14. Are you using your
Q2
time/money wisely?
ADVER ING
TIS
Paid search
Display ads
Affiliate marketing
Digital signage
Atomisation Paid
of content Paid
into ads media
placements
DIGITAL PROPER TIES
Website(s) P TNER NETWORKS
AR
Publisher editorial
Blogs Owned Earned Influencer outreach
Mobile apps
Social presence media media Word-of-mouth
Social networks
Atomisation of
conversations through
through shared
APIs and social widgets
14

15. How is your mix?
15

16. How do you compare?
16

17. The latest benchmarks
• Mobile sales growth
• 11% of visits 2011, 4% 2010
• 6.6% of sales 2011, 2.3% in 2010
• Social media
• Facebook 0.8% of visits 2011, 0.73% 2010
• Twitter 0.02% of visits, 0.07% 2010
• But 9.2% conversion cf 5.7% average
http://www.smartinsights.com/digital-marketing-strategy-alerts/what-drives-conversion/
17

18. Q3
“Every business is a multi-
channel publisher now”
18

19. GETTING THE BALANCE RIGHT:
SELL : INFORM : ENTERTAIN
http://www.ruderfinn.com/rfrelate/intent/intent-index.html
19

20. SOCIAL MEDIA OPTIMISATION (SMO)
“A systematic approach to improving the business
contribution of social media marketing and related
activities including PR, SEO, content marketing and
display advertising integrated across all company
online presences and offline communications”
20

21. What is SMO?
• Two views:
• Narrow: Using social activities to support SEO
• Broad: Improving effectiveness of all social
media marketing
• Optimising this process – from central hub:
21
http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/

22. 22

23. 23

24. 24
http://www.smartinsights.com/social-media-marketing-alerts/email-facebook-copywriting/

25. Key E-campaign ingredient 1?
Q4
NOT "corporate communications" BUT "Buzz Agents"
25

26. Buzz =
Engaging + Participative
• Example engagement devices:
• Search boxes
• Questions
• Quizzes
• Polls
• Calculators
• Interactive Q&A
• Viral games
26

27. Key E-campaign ingredient 2?
27

28. www.tourismirelandtaxichallenge.com
Tip. Give your campaign momentum, inertia!
28

29. Key E-campaign
ingredient 3?
29

30. Remailing to opening-non converters
Response
increases by 25%
for campaign
First Campaign, Second Campaign,
Open rate, 8 to Open rate, 50 to
10% 75%
CCR = 0.2% CCR = 0.2%
Tip. Repeat E-mailings where possible
30
30
Source: E-consultancy Masterclass 2005 - BCA

31. Multi-message example Email campaign 2
Remailing with urgency
Response
increases by 40%
for campaign
First Campaign, Second
Campaign,
CCR = 0.2%
CCR = 0.2%
Tip. Use time-limited offers
31
Source: E-consultancy Masterclass 2005 - BCA

32. Multi-message example - Email campaign 3
Response
increases, 100% for
direct mail piece.
Teaser e-mail. No
online response
Direct Mail
Combined response
from e-mail and
direct mail is 125%
better than no e-
mail.
Pre-mail, with online
response Direct Mail
32
Source: E-consultancy Masterclass 2005 - BCA

33. There’s life in Email
(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:33
+200% conversion rate.
Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

34. Key E-campaign ingredient 4?
34

35. Outreach - reaching prospects and customers through your web or network
35

36. Creating advocate
communities
36

37. Is your digital marketing Q5
“social by design”
Daily fan page "likes" has doubled in the past year to 100 million
"Facebook shouldn't be the
only thing marketers do
online, or in marketing. It
should just be part of
everything they do"
"Mostly,Facebook does not deliver brand
engagement, it delivers frivolous
impressions" Joel Rubenstein
37

38. Integrated
campaign example
38

39. More like it…
39

40. 40

41. 41

42. Twitter
42

43. Not forgetting LinkedIn
http://www.smartinsights.com/social-media-marketing-alerts/driving-traffic-and-generating-sales-via-linkedin-adve
http://www.smartinsights.com/emarketing-excellence-interviews/linked-in-business-marketing/
43

44. “Deep SEO” Q6
http://www.smartinsights.com/search-marketing-alerts/simple-seo-techniques/
44

45. 2011 SEOmoz factors
Page level links
Brand-
metrics
Social Domain authority
signals
Domain-level
keyword usage
Page-level
keyword usage
45

46. What is deep SEO?
• Improving SEO that is non home
page related. Most important for
retailers… Reminder that
• Multiple home pages matter
(category/subcat)
• Deeplinks matter
• Duplicate content matters
• Link equity flow through internal links matter
• SMO matters
• Example…
46

47. How good is your
key phrase-level reporting?
•Should show:
• Potential demand from key phrase estimators
• Your actual performance
(position, clicks, conversion, sales, value):
• Paid – absolute and relative
• Natural – absolute and relative
Use “Google Keyword tool” to identify categories/volume of searches:
http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo/
47

48. Deep SEO example
http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/
48

49. Get into attribution! Q7
Source: http://www.slideshare.net/TagMeet/oliver-elliott-boden-using-tagman-path-to-conversion-data-to-drive-customer-acquisition
49

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

51. http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should
51

52. Multichannel attribution
52

53. Multichannel analysis
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/multichannel-customer-journeys-ropo/
53

54. Measuring multichannel social
ROI
Source: www.twitter.com/pemadden
54

55. Q8
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/conversion-rate-optimisation-adoption/
55

56. Competing on analytics
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
56

57. What are the goals for this site?
What is a successful visit?
57

58. Example goals pages
• Brochure
• This is funnel top
• Value assigned:
• E.G £10
• Other goals
pages:
• Call back page
• Taster page
• Email signup
58
|

59. Measure Reach Encourage Convert Engage customers
Audience Action incl lead To sale to retain and grow
generation
Tracking  Unique visitors  Online opportunity  Online sales  Email list quality
metrics  New visitors (lead) volume volume  Email
 Visits  Offline opportunity  Offline sales engagement
 Conversation (lead) volume volume quality
volume generated from generated from  Transactions
online online
Performance  Share of audience  Page engagement  Conversion rate  Active customers
drivers  Share of search rate (Bounce rate, to sale % (site and email
(diagnostics)  Brand/direct visits duration)  Channel active)
 Lead conversion rate conversion rates  Active social
by engagement tool  Category followers
conversion rates  Repeat
conversion rate
Customer-  Cost per click and  Cost per lead  Average order  Lifetime value
centric KPIs cost per sale  Customer satisfaction value  Customer loyalty
 Brand awareness  Cost per sale index
 Conversation  Customer  Customer
polarity satisfaction advocacy
(sentiment)  Products per
customer
Business  Audience share  Goal value per visit  Revenue per visit  Retained sales
value KPIs (owned media) or  Online lead  Online-originated growth and
 Share of voice contribution contribution to volume
(earned media) (n,£, % of total) sales, revenue  Revenue per
59
and product channel and
category

60. RACE performance framework
60

61. Are you "Always On"?
61
61

62. Let’s Connect!
Questions & discussion welcome
• Blog
uk.linkedin.com/in/davechaffey www.smartinsights.com
www.facebook.com/davechaffey • Twitter / Feed
www.twitter.com/smartinsights
www.twitter.com/DaveChaffey • Email Newsletter
www.smartinsights.com
62