This document is a presentation about fuelling digital marketing success. It discusses several tactics for growth in 2014, including content marketing, conversion rate optimization, mobile marketing, search marketing, and social media marketing. It also covers developing digital strategies and customer personas, integrating marketing communications, optimizing the customer experience, resourcing digital marketing teams, innovating and optimizing digital efforts, and mapping the customer lifecycle to improve performance. Case studies are presented on content marketing, international conversion rate optimization, comparing airline marketing strategies, and email open rates across devices.

1. Fuelling
Digital
Marketing
Success
What fuels growth?
Dr Dave Chaffey
SmartInsights.com
DownloadSmartInsights.com/
tfma2014
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2. About Dave Chaffey
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3. 3

4. 4

5. Which tactic will give your
business the biggest commercial
benefits in 2014?





1. Content marketing
2. Conversion rate optimisation
3. Mobile marketing
4. Search marketing (SEO and PPC)
5. Social media marketing
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6. Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
OVP = Online Value Proposition
= Brand Adding Value to Audience
 Help me do my job / live my life
 Help me develop / learn
 Help Make me look good
 Help Entertain Me!
 Help me Select and Use Products
Investment in Brand OVP /Youtility
http://bit.ly/smartovp
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7. Using content to drive growth – B2B
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8. The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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9. 9

10. ONE
Digital marketing
Capabilities
McKinsey 7S Model
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11. How advanced are your digital
marketing capabilities?
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12. Growth example: ASOS.com
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13. International CRO at ASOS.com
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14. 14

15. TWO
Strategy and
Planning
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16. 16

17. Do you need a defined digital
strategy or plan?
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18. Can you
afford to
miss
strategic
opportunities
?
http://bit.ly/smartrace
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19. Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013
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20. 20

21. THREE
Resourcing
Digital Marketing
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22. 22

23. 23

24. What is Customer Experience
Management?
Source: As defined by Forrester in 2011
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25. CXM is about effective customer communications
“Right Touching” is:
A Multi-channel Communications Strategy
Customised for Individual Prospects and Customers
Which…
Delivers the Right Value Proposition
Accompanied by the Right Message
With the Right Tone
At the Right Time
With the Right Frequency and Interval
Using the Right Media / Communications channels
To achieve…
The right balance of value between both parties
Source: Dave Chaffey (2005, 2012):
Digital Marketing Strategy: Implementation and Practice
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26. 
Vote!
Do you have a person
or team RESPONSIBLE
FOR CXM?
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27. Technique: Personas &
Customer journey mapping
Source: Boston Consulting Group
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28. FOUR
Managing change
and skills
development
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29. 29

30. 30

31. 31

32. 32

33. 33

34. FIVE
Investing in
Digital Marketing
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35. 35

36. 36

37. 37

38. 38

39. SIX
Innovation and
Optimisation
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40. 40

41. 41

42. 42

43. 43

44. 44

45. Map your
customer
lifecycle
touchpoints
and
Optimise
:Halfords case study
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46. 46

47. % Email Opens across desktop and mobile
Location:
Published / Surveyed:
Sample:
Source:
Worldwide
July 2013
Collected from 250 million
email opens
Litmus
Feb 2012-June 2013
Original source: Litmus blog
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48. The digital future
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49. From T-Shaped to V-Shaped
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50. Chat with us on Stand H24!
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51. Let’s Connect!
Questions & discussion welcome
SmartInsights.com
uk.linkedin.com/in/davechaffey
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