A talk at E-commerce North Show from Dave Chaffey of Smart Insights covering 15 questions to ask about the latest trends including AI and machine learning and user experience.

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eCommerce Marketing Trends 2018
15 questions to assess your readiness
Event City, Manchester, 11th October 2017
@DaveChaffey, co-founder of digital marketing advice site SmartInsights.com
www.slideshare.net/Smart-Insights

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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.
Specialist Digital Marketing consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey

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Q1 Do you have a digital transformation programme?

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Q2 Is your lifecycle marketing effective and efficient?

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Customer lifecycle touchpoint review –
gaps and optimisation needed!

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Please select the SINGLE marketing activity that you think will
make the largest commercial impact in 2018 for your business?
• 1 Organic search
• 2 Paid search
• 3 Organic social
• 4 Paid social
• 5 CRO
• 6 Email / Marketing Automation
• 7 Machine Learning and Predictive
Analytics

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Source: 15 applications of AI
Q3 Are you reviewing AI opportunities?

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Q4 Are you testing Conversational UI?

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Q5 Are you
harnessing
Google’s
SERP features?

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Q6 Are you
investing in
programmatic and
supporting martech:
DMPs / CDPs?
Source: Latest IAB/PwC full year figures

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Q7 How can YouTube support your marketing?

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Q8 Are you REALLY mobile AND desktop
optimised? NOT simply mobile first!

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How do your conversion rates compare?

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Q9 Are you mobile adaptive rather than responsive?

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Example of brand messages: USPs and OVPs

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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
Source: Monetate case study

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Rules-based
Machine-driven
AB testing
1:1
Optimisation
Segmentation
Q10 Are you using all these personalisation
techniques on site?
Source: Monetate / Retail Week

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• Rules-based, audience
targeting
• Outright control over
messaging
• Significant opportunities,
however remember…segments
can be diverse
• Examples include:
• New vs returning
• Device
• Marketing source
• Brand/product affinity
• Purchase behaviour
Double digit
increase
New Visitor
Conversion
Results:
Source: Monetate case study

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Q11 How sophisticated is your email targeting?

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Q12 Are your promo panels dynamic?

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Q13 Are you ready for GDPR?

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Q14 Have you reviewed your capabilities?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

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Q15 Do you have the skills to compete?
Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan

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