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Internet marketing workshop - Webforum 2014
The document outlines practical customer experience management (CXM) techniques presented by Dr. Dave Chaffey during a masterclass, focusing on effective multi-channel communication strategies tailored to individual prospects. It emphasizes the importance of a structured approach, beginning with customer insights and persona creation, to enhance engagement and conversion through targeted marketing efforts. Key techniques include digital SWAT analysis, customer journey mapping, and strategic content marketing, all aimed at optimizing customer interactions and improving overall satisfaction.
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Internet marketing workshop - Webforum 2014
- 1. 1 Masterclass: Right Touching 10 practicalCXM Techniques For Webforum, Oslo. Torsdag 13. mars Dr Dave Chaffey CEO: SmartInsights.com
- 2. 2 About Dave Chaffey AboutDave Chaffey • Author of 5 bestselling marketing books now working on 5th editions • Responsive for CXM at SmartInsights.com a marketing advice site with Expert members in over 50 countries • Insights Director at agency ClickThrough Marketing
- 3. 3 Structure – examplesto share?
- 4. 4 CXM is abouteffective 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
- 5. 5 What is CustomerExperience Management? Source: As defined by Forrester in 2011
- 6. 6 Do you havea person or team RESPONSIBLE FOR CXM? Vote!
- 7. 7 Which is mostuseful for you to learn more about best practices? 1. Content marketing 2. Conversion rate optimisation (website) 3. Email marketing 4. Mobile marketing 5. Search marketing (SEO and PPC) 6. Social media marketing
- 8. 8 Start with aplan! Key success factors Customer insight Marketplace review SMART objectives Persona creation Digital SWOT summary
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- 10. 10 P /G R A C E
- 11. 11 SWOT-TOWS activity: Selecting theright content types Purpose To define your challenges, opportunities and strategies to overcome them Instructions / Process 1. Review internal strengths and weaknesses 2. Review external opportunities and threats 3. Define strategies Timing 10 minutes!
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- 13. 13 Strategy success factor Applycustomer insight
- 14. 14 Which criteria shouldwe target on? Unknown Demographic profile data Lifestyle & psychographics Attitude & preferences Behaviour q Past purchase q Search term entered q Offer clicked Targetingvariablemost predictiveofresponse
- 15. 15 Targeting options toreview? Targeting approaches Method 1. Classic profile-based demographic segmentation Target customer groupings according to their characteristics & motivations 2. Customer value Assess customers by current and future value potential 3. Audience personas Target 2-10 typical customer journeys 4. Customer lifecycle Target messages according to length of time using online services 5. Purchase and response behaviour Use “sense and respond” behavioual targeting based on RFM 6. Channel preference Communicate with customer in their preferred media (and according to value) 7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour.
- 16. 16 Tip – createa layered segmentation - an example from eBay
- 17. 17 Disclosed Demographics Clinique use different styles andtones for girls and boys segments
- 18. 18 Targeting customers basedon value Customer potential Customer quality high low low high One time shoppers with low potential Average customers Good customers Very good customers 15 % 15 % 60 % 10 % Indicators for customer quality Indicators for customer potential Order value per received catalogue Order value per season Gross margin in % of net sales Returns in % of order value Last date of purchase Number of active seasons Channel usage score Number of different product categories Source: Chris Poad, Otto, E-consultancy masterclass 2006
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- 20. 20 Targeting by Lifecyclepersonalisation – typically using event-triggered email First-time visitor Return visitor Registered visitor Purchased once Newly registered visitor Purchased Active Purchased Inactive Tesco.com •“Logged-on” •“Cautionary” •“Developing” •“Established” •“Dedicated” •“Logged-off”
- 21. 21 BT - It’sall about past actions… “Recognition of activity” Purchase Dispatched +7d +14d +21d Recognition of previous purchase
- 22. 22 RF engagement scoringexample Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue Scoring: Recency Low 1 = > 24months 2 = 19-24 months 3 = 13-18 months 4 = 7-12 months 5 = 0-6 months High Frequency Low 1 = One purchases 2 = Two purchases 3 = Three 4 = Four 5 = Five High Note here boundaries are defined to illustrate behaviour. There are a different number in each group
- 23. 23 CXM Technique 2.Personas & Customer journey mapping Source: Boston Consulting Group
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- 25. 25 For each personadefine preferences for: Platforms (web, email, mobile) Platform usage (hours) Content consumption: General site types & category-specific Social media - content creation & participation Search behaviour Trusted brands www.dulux.co.uk
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- 28. 28 Strategy success factor Definevalue you offer
- 29. 29 Betfair’s Mobile ValueProposition (MVP) https://touch.betfair.com Betfair‟s mobile app generated £1 billion of bets in the last financial year. 168,000 used it‟s app, a 122 percent increase. For 2012 c £2 billion, 15% of revenue 275,000 app users. Half of all UK customers have placed bet.
- 30. 30 Create a top-levelDashboard B2B Example. Value?? Source: Michael Brenner
- 31. 31 n Searches % Brand Reach Awareness andvisits Unique visitors Bounce rate Revenue per visit Page views/ visit Act Interaction and leads nLeads % Conversion to lead Goal value per visit Average order value Convert Sales and profit nSales % Conversion to sale Sales value n Brand mentions Engage Loyalty and advocacy % active customers % Customer conversion % existing sales value Volume Quality Value Actionable RACE dashboard
- 32. 32 What are the GOALS for our site? |32 • Brochure thank you • Value assigned: • E.G £3 • Call back page • E.G. £4 • Taster page • E.G. £9 Call tracking with GA
- 33. 33 Example assigning value togoals Practical B2B Tip: Assign value to Goals when leads generated
- 34. 34 Measure your fullfunnel Measure top of funnel Find pages and template CTAs which drive visitors down funnel We use a custom report (horizontal) Using testing to optimise bottom of funnel
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- 36. 36 Example tracked leadgen form
- 37. 37 Improving Reach Key successfactors Define success criteria Select appropriate mix Optimise most effective channels: Search marketing Outreach Social media marketing
- 38. 38 Technique 3. Targetedlifecycle media Effectiveness (potential sales volume) Investment(resourceneeded) SEO Long Tail AdWords Remarketing Facebook custom audiences AdWords Generic Social amplification Media related PR Influencer PR Integrated content campaigns Blog marketing Sponsored Tweets Instagram FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts Tip: Review Display Network and Remarketing options AdWords Tail AdWords PLA AdWords Mobile (Enhanced campaigns) SEO Generic
- 39. 39 Using POE mediatargeting to fit the customer journey: Select supplier (enquire) „Tracker‟ Completing „Hunter‟ Researching „Explorer‟ Browsing Directed goal-orientedUndirected, exploratory Destination purchase (buy) Define requirements Assess supplier capabilities „Inspire me‟ „What‟s out there‟ Source: Mike Baxter, Sales Logiq
- 40. 40 SEO strategy pillars: international business Goals and performance 1. Conversion model: Quality Engagements 2. Verify data source & analytics accuracy 3. Volume, quality, value trends analysis 4. Keyphrase gap analysis by model 5. Page-level analysis by model On-site SEO activities 1. On-page optimisation (TDKs*) 2. Internal linking 3. Duplicate content management 4. Content creation and SMO 5. Universal or blended search Off-site SEO activities 1. Backlink reconfiguration 2. Local content link-building 3. Local PR activity 4. Internal linking 5. Influencer outreach (SMO) *TDKs = Page <title>, Description, Keyphrases in copy, headings, images
- 41. 41 Brief SEM briefing= problems to avoid SEO 1. Insufficient key phrase research and analysis 2. Index inclusion and coverage poor 3. Content owners / editors don‟t know rules of SEO 4. Insufficient unique content 5. Internal linking strategies not used 6. External link-building tactics weak Pay Per Click Importance of QS not recognised, i.e. 1. Click through rate 2. Ad text relevance (copy) 3. Triggering text relevance 4. Landing page relevance and speed So, depends on brand, copywriting, account structure, match types (broad, phrase, negative) and testing.
- 42. 42 1. Content– requires depth and detail “Epic/Nuclear” 2. Different types of content give traction 3. Author authority and social signals matters 4. Links remain critical, but bar for quality keeps going up. 5. Diverse anchor text needed after Penguin 6. Great design matters 7. Guest posting comes under increased scrutiny 8. Social continues to exert a powerful influence 9. Mobile performance and compatibility matter 10. SEO is less tactics, more strategy Source: Search Engine Journal, MoZ ranking factors SEO Trends and Signals = Content, Author and Sharing quality
- 43. 43 Searchmetrics 2013 ranking factors Hardto show, but shows that Keywords in text are relatively unimportant, but if all other factors are equal…Need to give that message
- 44. 44 http://moz.com/blog/ranking- factors-2013 - showskeywords still important
- 45. 45 How good isyour checklist for content owners and editors? Step 1. Aims for page Main visitor type (s) Page goals Step 2. Which phrases? Use Google Keyword Tool Primary, secondary, tertiary Step 3. Name document Keyphrase1-Keyphrase2.html Step 4. Title tag Keyphrase dense : 15-25 chars Step 5. Meta tags Description < 300 characters Keywords (Don‟t stuff) Step 6. Body copy Keyphrase density Use synonyms, don‟t SPAM Step 7. Heading styles H1 same or distinct from title H2,H3 – use secondary and tertiary phrases for long tail Step 8. Hyperlinks Include keyphrase in anchor text. Action verbs separate? Consider external links Step 9. Images Include alt and title text Provide caption Step 10. Optimize Track & Modify
- 46. 46 Step 4 and5 – Are you engineering your Document meta data? <title> VERY IMPORTANT = Unique = Call-to-action 2-3 keyphrases on left, - brand on right Google has around 60 characters= 8-10 words <meta name=“description” = Unique = Call-to-action FAIRLY IMPORTANT 4-5 keyphrases in natural English, c150 characters <meta name=“keywords” UNIMPORTANT Include main target keyphrases comma separated File name and directory structure Use hyphens, include keywords, be sensible site:www.domain.com + keyphrase
- 47. 47 Identify Consumer search behavioursNOT keyword lists
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- 49. 49 Tip – useGWT to replace Not Provided
- 50. 50 Tip: Use paidand natural Site links to explain and persuade
- 51. 51 Increasing InterACTion Key successfactors Define key customer journeys for different platforms Use Analytics to improve effectiveness Select content to engage audience Manage creation and promotion of content
- 52. 52 Technique 4. RelevantScent Vote!
- 53. 53 How effective isyour scent? WHY CHOOSE US? WHERE / HOW TO BUY? NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> Example SCENT TRAILS
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- 55. 55 Does your experiencealign? Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren Customer persona toolkit: http://bit.ly/smartpersonas
- 56. 56 Choice limits motivation Research:Kiyengar and Lepper (2000)
- 57. 57 Sites focused onusers’ top tasks www.volkswagen.co.uk www.barclaycard.co.uk
- 58. 58 Technique 5: StrategicContent Marketing http://bit.ly/smartercontent
- 59. 59 Does your contentengage and persuade?
- 60. 60 Content audit activity: Selectingthe right content types Purpose To create a process for relevant content type selection Instructions / In pairs 1. Review existing content for a defined persona (2. Review competitor and out-of-sector content) 3. Brainstorm new content ideas 4. Select best content ideas using criteria
- 61. 61 Activity – Contentmarketing matrix Criteria? Rev/visit Demand+ lead ge Amplify Brand fit SEO Longevity Authority/Though Leadership Individual pain po Repurposeability Risk/reward
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- 64. 64 Using tools forefficient syndication
- 65. 65 The problem withblogging…
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- 67. 67 Influencer and partneroutreach http://bit.ly/smartoutreach
- 68. 68 Influencer outreach –key questions… Do we invest enough time in this? Who is responsible for this? What is our process for influencer marketing? How do we segment influencers? How do contact priority influencers? How do we measure success How do we scale this?
- 69. 69 Technique 6. MarketingAutomation Automated Email Sequences > Targeted > Behavioural
- 70. 70 How sophisticated is youremail marketing? Customers Welcome email Behavioural Cross sell Regular marketing emails Site segmented Activity flagging RFM Predictive Lapsed / Churn By product Site down apology Birthday / Xmas Emails Repeat abandoner Future Release alert Back in stock alert Lapsed Activity Non cross sell Not returned in 14 days Not re-purchased in 14 days Process abandonment X-sell programme By product Newsletter Not transacted By content group visited Content triggers Entry level 5 - 8 triggers Medium level 17 – 30 triggers Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Site Activity programFull marketing email program Customer service emails Source:
- 71. 71 Your Email marketing/ Marketing Automation capabilities? Vote! Stage 1. Initial “Pray and Spray” None Email marketing maturity stage A. Goal-setting and evaluation B. Contact strategy and policy C. Segmentation, Targeting & Personalisation D. Marketing integration E. Test and Learn None: Enewsletter / Solus emails 0 Segments Email marketing independent Limited Stage 2. Managed Limited relevance List growth Segmented response Basic contact strategy and rules 2-6 segments Basic contact strategy Direct mail and/or phone integration Subject line Offer testing Stage 3. Defined Segmented relevance Marketing outcomes “Beyond the click” Basic lifecycle communications Simple event-triggered Welcome reactivate ESP, web analytics & social media integration Template layouts Stage 4. Quantitative Contextual relevance Subscriber engagement Individualised contact strategy Recency, Frequency, Value Auto-triggers based on web behaviour Individual / segment testing Stage 5. Optimizing Optimized relevance Integrated web and multichannel Integrated online & offline contacts Multi-layered Dynamic content insertion Right-chanelling based on value & preference Real-time and multivariate
- 72. 72 Email 1: 45%Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
- 73. 73 Increasing Conversion Key successfactors Create a CRO / optimisation process Understand multi-channel conversion
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- 75. 75 International CRO atASOS.com
- 76. 76 Bps = basispoints 1/100th of a %
- 77. 77 Technique 8. SmartMerchandising
- 78. 78 Segmenting pages/product byperformance High Potential (Problems) Top Performers (Stars) Low Potential, Low Performance (Dogs) Consistent Performers (Cash Cows) Conversion rate Or conversion rate variance (add to basket) compared to average Pageorproductpopularity(views) orpageviewvariance(comparedtoaverage)
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- 80. 80 Ongoing optimisation process Source:Rich Page, Web Analytics Optimisation: An hour a day
- 81. 81 Testing email offerin an abandoned shopping cart email sequence 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: +200% conversion rate. Source: Smart Insights case study
- 82. 82 Improving Engagement Key successfactors Understanding the satisfaction gap Effective sharing through social media marketing Effective and efficient email marketing
- 83. 83 Technique 9. Understandingloyalty drivers
- 84. 84 Reviewing E-loyalty at an aggregatelevel: “Net Promoter Score” Vote!
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- 87. 87 Source: Philips presentingon PlantoEngage.com Testing for email marketing
- 88. 88 Let’s Connect! Questions &discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free-level, Basic member tools Sample planning templates Planning infographics www.smartinsights.com/membership Pro-level, Expert member learning 7 Step Guides covering all digital marketing Online courses DIY Planning and optimisation templates in Word, Excel and Powerpoint www.smartinsights.com/membership/expert- member-reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/
Editor's Notes
- #2 A toolkit
- #9 Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
- #30 Ben Carter
- #38 Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
- #39 Customer Experience often starts here
- #43 Search continues to be a major driver of visits, leads and sales for many businesses, so it’s important that companies, or their agencies are on top of the latest changes in the Google algorithm. I recommend the 10 factors in the Search Engine Journal summary for the best practical guidance in 10 areas, you can look at the SEOmoz factors, but this is more technical, less practical.
- #52 Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
- #60 Superlative: Epic, awesome, nuclear content
- #66 200 in initial period, but 200 doubled
- #74 Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
- #83 Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social