1 @DaveChaffey

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

2 @DaveChaffey

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, planning guides and online courses to improve results.

3 @DaveChaffey

ONE

Digital marketing Capabilities

McKinsey 7S Model

4 @DaveChaffey

How advanced are your digital marketing capabilities?

wnload a larger version of the capability matrix: http://bit.ly/smarttransformation

5 @DaveChaffey

6 @DaveChaffey

Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed

Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme

Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)

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

Feature Email Sent wk. 2 each month to all contacts

Offers and Deals Sent 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

7 @DaveChaffey

The RS Newsletter Hero banner

Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates)

CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition

BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers

Local Module

Product modules can vary in number 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

8 @DaveChaffey

Meeker’s Mobile tipping point passed

Source: comScore Multiplatform Majority

9 @DaveChaffey Source: comScore Multiplatform Majority

10 @DaveChaffey

Is mobile responsive sufficient?

11 @DaveChaffey

Or is adaptive needed?

12 @DaveChaffey

AO.com adaptive

13 @DaveChaffey

TWO

Strategy and Planning

14 @DaveChaffey

Do you need a defined digital strategy or plan?

15 @DaveChaffey

16 @DaveChaffey

THREE

Resourcing Digital Marketing

17 @DaveChaffey

18 @DaveChaffey

FOUR

Managing change and skills

development

19 @DaveChaffey

20 @DaveChaffey

21 @DaveChaffey

FIVE

Investing in Digital Marketing

22 @DaveChaffey % rated medium-high or high?

23 @DaveChaffey

24 @DaveChaffey Source: Custora Pulse

25 @DaveChaffey

26 @DaveChaffey

Retargeting + SNS innovation Our buyers live online and consult their networks to

research potential purchases. According to Forrester Research, up to 90% of a buyer’s 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

27 @DaveChaffey

New Facebook retail retargeting

Source: Smart Insights alert

28 @DaveChaffey

New - AdWords Estimated Total Conversion

Ads supporting ROPO

29 @DaveChaffey

SIX

Innovation and Optimisation

30 @DaveChaffey Marketing Technology in 2015 – Scott Brinker Technology Landscape

31 @DaveChaffey

32 @DaveChaffey

Mindset: Optimize or Die!

Presented by Deputy CEO, Gareth Jones at Ecommerce Expo

33 @DaveChaffey

Google pushing “Now” in 2015

34 @DaveChaffey

Recommended Tools directory

35 @DaveChaffey

36 @DaveChaffey

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 infographics

www.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. Download: http://bit.ly/smartdigital2015