10.00 Smart Insights Dave Chaffey

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Managing Digital Marketing 2015

Reviewing the State of Digital Transformation

Dr Dave Chaffey. SmartInsights.com

Presented at Technology for Marketing & Advertising, London.Download: http://bit.ly/smartdigital2015
http://bit.ly/smartdigital2015http://bit.ly/smartdigital2015


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About

Dave

About Dave Chaffey

o Consultant and trainer in

Digital since 1997

o Author of 5 bestselling

digital marketing books

o CEO and Editor of

SmartInsights.com- a

marketing advice site

with Expert (Pro)

members in over 50

countries using our

templates, planningguides and online

courses to improve

results.
http://www.smartinsights.com/http://www.smartinsights.com/


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ONE

Digital marketing

Capabilities

McKinsey 7S Model
http://www.smartinsights.com/marketing-planning/marketing-models/mckinsey-7s-model/http://www.smartinsights.com/marketing-planning/marketing-models/mckinsey-7s-model/


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How advanced are your digital

marketing capabilities?

nload a larger version of the capability matrix:

http://bit.ly/smarttransformation
http://bit.ly/smarttransformationhttp://bit.ly/smarttransformation


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Email 'Type' Customer Lifecycle SegmentationProspects Nursery Development Lapsing Lapsed

Lifecycle P2C programme Nursery programme Spot the winnersPrevent Lapsing

programmeLapsed programme

Behavioural Triggered by customer behaviour: AB BA, BnB, Accessories etc (max.1 email per w eek for each prog ramme)

Newsletter Sent wk. 1 each month to all contacts wit h personalised content

Feature Email Sent wk. 2 each month to all contacts

Offers and

DealsSent wk. 3 each month to all contacts

NPI Sent wk. 4 each month to all contacts

STEP 1b - Create a Monthly

Planning Framework

Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference


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The RS NewsletterHero banner

Customised content: (Customer Profile)

EDE (Electronic Design Engineers)

Non-EDE (Electronic Design Engineers)

Promo Excluded (Key and Corporates)

CLC Module

Customised content: (Customer Lif ecycle)

Nursery

Development

Acquis it ion

BEH ModuleCustomised co ntent: (Behavioural data)

Abandoned Baskets

Browsed Not Bought

Propensity to Buy (A recommendations model)

Top Sellers

Local Module

Product modules can vary in nu mber and format.Maximum of 8 modules per email.

Product Modules

Optional modules for any local activity/information.

Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference


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Meekers Mobile tipping point passed

Source: comScore Multiplatform Majority
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumer


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http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumer


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Is mobile responsive sufficient?


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Or is adaptive needed?


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AO.com adaptive


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TWO

Strategy andPlanning


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Do you need a defined digital

strategy or plan?


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THREE

ResourcingDigital Marketing


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FOUR

Managing changeand skills

development


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FIVE

Investing inDigital Marketing


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24@DaveChaffey Source: Custora Pulse
http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/retail-acquisition-channel/http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/retail-acquisition-channel/http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/retail-acquisition-channel/http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/retail-acquisition-channel/


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Retargeting + SNS innovation

Our buyers live online and consult their networks to

research potential purchases. According to ForresterResearch, up to 90% of a buyers path to purchase is

completed before a salesperson comes into the

picture. But

1. 95% of website visitors never provide an email

address to marketers.

2. Of the 5% who do, only about 20% open the

prospecting emails they get afterwards.

3. Bottom line: most marketers are converting less

than 1% of all possible leads.

Source: LinkedIn
http://marketing.linkedin.com/blog/linkedin-launches-lead-accelerator-expands-marketing-solutions-portfolio/http://marketing.linkedin.com/blog/linkedin-launches-lead-accelerator-expands-marketing-solutions-portfolio/


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New Facebook retail retargeting

Source: Smart Insights alert
http://www.smartinsights.com/social-media-marketing/facebook-marketing/new-facebook-advertising-option-retailers-brands-smartinsights-alert/http://www.smartinsights.com/social-media-marketing/facebook-marketing/new-facebook-advertising-option-retailers-brands-smartinsights-alert/


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New - AdWords Estimated Total Conversion

Ads supporting ROPO
http://adwords.blogspot.co.uk/2014/12/measure-more-improving-estimated-total.htmlhttp://adwords.blogspot.co.uk/2014/12/measure-more-improving-estimated-total.html


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SIX

Innovation andOptimisation


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Marketing Technology in 2015 Scott Brinker Technology Landscape
http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-technology-2014/http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-technology-2014/


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Mindset: Optimize or Die!

Presented by Deputy CEO, Gareth Jones at Ecommerce Expo


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Google pushing Now in 2015

R d d T l di t


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Recommended Tools directory


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Lets Connect!


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Let s Connect!Questions & discussion welcome

on Stand H10 or SmartInsights.com

Free, Basic member tools

Managing Digital Marketing 2014 report

Managing Customer Experiences 2014 report

Sample planning templates

Planning infographicswww.smartinsights.com/membership

Premium, Expert member learning

7 Step Guides to all digital marketing

DIY Planning and optimisation templates in

Word, Excel and Powerpoint

www.smartinsights.com/membership/expert-

member-reasons

Personal Discount ! DAVESAVE20

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

www.twitter.com/DaveChaffey

https://plus.google.com/+DaveChaffeyUK/

Presented at Technology for Marketing & Advertising London
http://www.smartinsights.com/mmubs2012http://www.smartinsights.com/membershiphttp://www.smartinsights.com/membership/expert-member-reasonshttp://www.smartinsights.com/membership/expert-member-reasonshttp://www.linkedin.com/in/davechaffeyhttp://www.facebook.com/davechaffeyhttp://www.twitter.com/DaveChaffeyhttps://plus.google.com/+DaveChaffeyUK/http://bit.ly/smartdigital2015https://plus.google.com/+DaveChaffeyUK/https://plus.google.com/+DaveChaffeyUK/http://www.twitter.com/DaveChaffeyhttp://www.facebook.com/davechaffeyhttp://www.facebook.com/davechaffeyhttp://www.linkedin.com/in/davechaffeyhttp://www.smartinsights.com/membership/expert-member-reasonshttp://www.smartinsights.com/membership/expert-member-reasonshttp://www.smartinsights.com/membershiphttp://www.smartinsights.com/mmubs2012

Documents

10.00 Smart Insights Dave Chaffey