Imran Farooq introduced the webinar which featured a presentation by Dr. Dave Chaffey on 7 practical insights for digital marketing campaigns. The webinar covered goals and analytics, customer insights, core messaging, targeting, creative elements, communications strategy, and optimization. Dr. Chaffey provided examples and recommendations in each area to help attendees launch successful digital campaigns. At the end, Imran promoted an exclusive social media training pack offering 17 webinars on platforms like Twitter, Facebook, LinkedIn and YouTube for a limited time price of £97.

1. #mmcwebinarWebinar7 Practical Insights for Anyone involved in Launching Digital Marketing CampaignsHosted & Intro. by Imran FarooqMD of MMC LearningMain Presentation by Dr Dave ChaffeyCEO of Smart Insights

2. AgendaIntroduction by Imran Farooq (5min)What is happening in Digital?Main Presentation by Dr Dave Chaffey (30min)7 Practical Insights for Anyone Launching a Digital Marketing CampaignShort Q&A Session (10min)Submit your questionsSMTP Launch (10min)Social Media Training Pack Launch Exclusive

3. About Me & MMC LearningMD of MMC Learning (Joint Venture with MMU Business School)Digital Marketing Qualifications, Management Qualifications, Digital Campaigns, specialist Video and e-learning producerSenior Examiner for Digital Marketing Essentials, Chartered Institute of MarketingExpert Digital Marketing Commentator on Smart Insights.comCAM Foundation Advisory BoardConnect as a Friend on Linkedinhttp://uk.linkedin.com/in/imranfarooqFollow on Twitter@imranfarooq

4. What is happening in Digital?

5. Customer is No Longer KingCustomer is King Kong

6. PPCEmailViralWeb AnalyticsUser ExperienceMobileSEOSocial MediaAffiliatesUsabilitySearchWhich Digital Tools are You Using?

7. Digital Marketing – Social Media

8. Photo SharingBlogging VideoSharingMicroBloggingSocial MediaPodcastsRSSForums Widgets ChatSocial Networks

9. Digital Marketing – Social MediaSocial Media Map

10. Digital Marketing – Smart Insights Model

11. 7 Practical Insights for Anyone involved in Launching Digital Marketing CampaignsMain Presentation by Dr Dave ChaffeyAuthor & CEO of Smart Insights

12. About Dave ChaffeyBooksBest practice guidesDigital marketingadvice & consulting www.smartinsights.comSearch &conversionconsultingwww.clickthrough-marketing.com

13. I want to give you practical…Actions ToolsAnalysis techniquesPlease ask questions More details…http://bit.ly/smartstrategyMy Seven Insights1. Goals and Analytics2. Customer insights3. Core messages 4. Targeting5. Creative6. Communications strategy7. Optimisation13About Dave Chaffey

14. Insight 1: Goals and Analytics

15. Q. How do we know when our campaigns are generating value?Use these!The 3 key value measures in Google Analytics:1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/

16. Tip: Use advanced segments1. Segmentation by Referrer / Traffic source:Paid

17. Natural

18. Paid and natural brand and non-brand

19. By number of keywords – 2,3,4

20. Social media 2. Segmentation by Visitor TypeNew visitor

21. Returning visitor

22. Registered visitor

23. Customer 3. Segmentation by Engagement5 pages,

24. <3 pages 4. Segmentation by Content Viewed Key landing page

25. Product page

26. Checkout complete

27. Folders for large organisation 5. Segmentation by Landing Page Type 6. Segmentation by Event: Conversion goal types and E-commerce 7. Segmentation by Platform(less important)Browser

28. Screen resolution

29. Mobile platforms8. Segmentation by Location GeographyMain marketsUK

30. US

31. FIGS

32. ROWhttp://bit.ly/smartsegments

33. ‘How to’ example of a custom segmentNotes: 1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names2. No metrics are required.3. Test the segment first, but you will need to enter a name for the segment to do this. 4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.5. Note that segments are specific to a profile initially – you may want to share them.

34. Example: KPIs in place

35. Insight 2: Customer insights =CharacteristicsBehaviourNeedsWantsOpinions

36. Search insightsCreating a gap analysis of customer search behaviour Tip: Use “Google Keyword tool” to identify categories/volume of searches:on “Exact match”See Dan Barker’s article http://bit.ly/smartgap

37. Understanding customer intent and preferences21Practical Tip. Control through gap analysis – see PMMake sure your copywriters check Ubersuggest:http://suggest.thinkpragmatic.net

38. Mobile marketing has arrived!Source: Craig Sullivan: http://www.slideshare.net/sullivac/

39. Gaining site and business innovation ideas through Uservoicehttp://bit.ly/smartfeedback

40. Insight 3: Core messages:Developing a messaging hierarchy

41. Campaign messaging hierarchyCampaign engagement and response messages: AIDAPrimary offer – product, service or lead generation?Secondary offer?Core brand proposition = Marketing Mix:Who you are?What you do?Where you do it?What makes you different? 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 audiencesValue 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 develop OVPsCommunicate message forcefully: online and offline

42. Integratedcampaign example

43. How strong 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:

44. Key brand messages definedthroughout the customer journey

45. Insight 4: Positioning and Targeting

46. PositioningDifferentiate to the target segmentsneedsDifferent segments are motivated by different driversDRIVERSFeatures that are important to customers and highly differentiated from the competition‘HYGIENES’Features that are important to customers but are provided by all competitors at a similar levelHighRelevanceLowFOOLS GOLDFeatures that are distinctive but do not drive customers’ loyalty to brandNEUTRALSFeatures that are irrelevant to customersLow HighDifferentiationSource: Adapted from: Aufreiter, Elzinga, and. Gordon,2003

47. Online customer targeting options http://bit.ly/smarttargeting

48. Professional persona exampleSource: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/web-design-personas/

49. Insight 5: Comms strategy

50. Key E-campaign ingredient 1?

51. Buzz = Engaging + ParticipativeExample engagement devices:Search boxes Questions QuizzesPollsCalculatorsInteractive Q&ACall-backsViral games

52. Key E-campaign ingredient 2?

53. www.tourismirelandtaxichallenge.comTip. Give your campaign momentum, inertia using a sub-brand

54. Key E-campaign ingredient 3?

55. Remailing to opening-non convertersResponse increases by 25% for campaignFirst Campaign,Open rate, 8 to 10%CCR = 0.2%Second Campaign, Open rate, 50 to 75%CCR = 0.2%Tip. Repeat E-mailings where possibleSource: E-consultancy Masterclass 2005 - BCA39

56. Multi-message example Email campaign 2Remailing with urgencyResponse increases by 40% for campaignSecond Campaign, CCR = 0.2%First Campaign,CCR = 0.2%Source: E-consultancy Masterclass 2005 - BCATip. Use time-limited offers

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

58. Key E-campaign ingredient 4?

59. Reach out to prospects and customers through your web or network

60. Creating a campaign hubBe relevant. Understand the content that will appeal to different audiences. Create an editorial calendar. Your social media marketing will be more effective §if you produce content on a regular, consistent schedule. Offer distribution choices, but keep a focus. Offer choice to alert subscribers to content using different types of channels since they will have different preferences. Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences.Make communications two-way. Don’t just treat the channels as an alert or update service. Engage!5 rules of SMO – Rohit Bhargavahttp://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/

61. Insight 6 : Creative

62. Q. How clear is your offer? Need focused offer (s) – depending on objectives: Awareness List-building Lead generation Sales Number of offers per ad or e-mail campaign? Primary offer / message Secondary offer / message ? Number of calls-to-action ?Vary offer through campaignRemember “institutional messages”Unique web offers?46