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Dr Dave Chaffey is CEO and co-founder of digital marketing management advice site Smart Insights (www.smartinsights.com/about-dave-chaffey). He is author of 5 bestselling books on Ecommerce including Digital Marketing: Strategy, Implementation and Practice and has been recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have shaped the future of marketing.
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Fuelling Digital MarketingSuccess
11 practical techniques
Dr Dave ChaffeySmartInsights.com
Downloadsmartinsights.com/tfma2014
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About Dave ChaffeyAbout Dave Chaffey
• Author of 5 bestselling marketing books now working on 6th editions
• Editor at SmartInsights.com a freemium marketing advice site with 60,000 Basic members and Expert members in over 50 countries
• Insights Director at search conversion agency ClickThrough MarketingFree Basic member download:
http://bit.ly/smartercontent
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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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11 techniques to fuel sucess
PLAN #1 Digital-specific plan | #2 Personas | #3 OVP
REACH #4 Content focused SEO/CM | #5 Paid media targeting
ACT #6 Managed journeys | #7 Marketing Automation
CONVERT #8 CRO | #9 Mobile-optimised experiences
ENGAGE #10 Obsess about loyalty | #11 Social amplification
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Growth example: ASOS.com
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Start with a plan!
Key success factors Customer insight Marketplace review SMART objectives Persona creation Digital SWOT summary
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#1 Create a digital-specific plan
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Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013
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#2 Multichannel Personas For each persona define 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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#3: Define Brand OVP
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Clarity of strategic focus
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Improving Reach
Key success factors Define success criteria Select appropriate mix Optimise most effective channels:
Search marketing Outreach Social media marketing
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Creating a Reach strategy based on all customer touchpoints and journeys
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Creating a POE marketplace map
Source: http://www.slideshare.net/richkirk/why-the
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#4 Content-focused SEO/Content MarketingDefine the content sweet spot
AlfredJansen Communications
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The Content marketing / engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content
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Effectiveness (potential sales volume)
Inve
stm
ent (
reso
urce
nee
ded)
SEOLong Tail
AdWordsRemarketing
Facebook custom audiences
AdWordsGeneric
Social amplification
Media relatedPR
Influencer PR Integrated
contentcampaigns
Blog marketing
SponsoredTweets
#5 Paid media targeting
FBX Retargeting
Facebook Promoted Posts
LinkedInPromoted Posts
Tip: Review Display Network andRemarketing options
AdWordsTail
AdWordsPLA
AdWordsMobile
(Enhanced campaigns)
SEOGeneric
Example: Review effectiveness for your sector
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Increasing InterACTion
Key success factors Define key customer journeys for different platforms Use Analytics to improve effectiveness
Select content to engage audience Manage creation and promotion
of content
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#6. Managed journeys
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What is Customer Experience Management?
Source: As defined by Forrester in 2011
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Do you have a personor team RESPONSIBLE
FOR CXM?
Vote!
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Technique: Personas & Customer journey mapping
Source: Boston Consulting Group
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How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILS
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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
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#7. Marketing Automation
Customers
Welcomeemail
BehaviouralCross sell
Regularmarketing
emails
Site segmented
Activityflagging
RFM
PredictiveLapsed /
Churn
By product
Site downapology
Birthday / XmasEmails
Repeatabandoner
FutureRelease
alert
Back instock alert
Lapsed
ActivityNon cross sell
Not returnedin 14 days
Not re-purchasedin 14 days
Processabandonment
X-sellprogramme
By product
NewsletterNot
transacted
By contentgroup visited
Contenttriggers
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:
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ReviewCustomer Lifecycle
Touchpoints
:Halfords case study
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Email 1: 45% Open8.4% CTR
Email 2: 38% Open 3.5% CTR
Intent follow-up – click on Category
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Increasing Conversion
Key success factors Create a CRO / optimisation process Improve mobile platform conversion and integration
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#8. CRO
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International CRO at ASOS.com
41Bps = basis points 1/100th of a %
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#9 Mobile persuasion
Recommendation: Review leads, sales from different device, resolution Advanced Segments
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Improving Engagement
Key success factors Understanding the satisfaction gap Effective sharing through social media marketing Effective and efficient email marketing
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#10 Obsess about loyalty drivers
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Practical Tip – use customer feedback tools
http://bit.ly/smartfeedback
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#11 Social media amplification
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How advanced are your digital marketing capabilities?
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Let’s Connect! Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools Managing Digital Marketing 2014 report Sample planning templates Planning infographics
www.smartinsights.com/membership
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Online courses
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