Post on 11-Aug-2014
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Digital Marketing 2014
Where should you focus?
7th April 2014
Dr Dave ChaffeySmartInsights.com
Download:http://bit.ly/smarttrends
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About Dave ChaffeyAbout Dave Chaffey
• Author of 5 bestselling marketing books
• Responsible for CXM at SmartInsights.com -- a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results.
• Insights Director @ search conversion agency ClickThrough Marketing
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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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9http://bit.ly/smartgraphics
22 Trends and recommendations structured around RACE Planning
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Do you need a defined digital strategy or plan?
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Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013
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Show your commitment to digital ‘Digital by Default’
Digital DNA
Digital First
Digital by Design
16Dell Analytics case study
A vision for improvementprocesses
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Trend 1: Defining Future vision of “Modern” or Integrated Marketing
PLAN
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1. Digital marketing is Marketing 2. You need a strategy 3. Measurement and optimisation
to improve commercial results are the foundation
4. Joined-up customer-centred marketing is essential
5. Keep communications human 6. Be agile 7. Inbound marketing trumps
outbound marketing 8. Engagement is the real challenge 9. Think Global, Act Local 10. Markets are conversations
1. Strategy 2. Commercial 3. Customer Experience 4. Integration 5. Brand 6. Data 7. Personalisation 8. Technology 9. Content 10. Social 11. Character
2011 2013 PLAN
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Example of Ishikawa or Fishbone diagram
Growth Hacking post
PLAN
Trend 2: Managing performance drivers through growth hacking
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Trend 3: CXM: Investment in Marketing Personas and touchpoint mapping
Source:Richard Sedley
http://bit.ly/smartpersonas
PLAN
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What is Customer Experience Management?
Source: As defined by Forrester in 2011
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Technique: Personas & Customer journey mapping
Source: Boston Consulting Group
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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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Do you have a personor team RESPONSIBLE
FOR CXM?
Vote!
26http://www.youtube.com/watch?v=VRYbpfrrxbg
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Trend 4: Investment in Brand OVP/YouTility
Audience use of digital and
social media > Personas
Commercial goals >
Customer engagement
> OVP> Marketing Mix
BrandedContent
Marketing Strategy
IntegratedMarketing
CommunicationsStrategy
IntegratedDigital 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
http://bit.ly/smartovp
PLAN
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Improving Reach
Key Trends Increased micro-targeting options Mobile targeting Engagement through Visual Apps Quality SEO signals
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What’s most effective for Acquisition?
Source: Smart Insights DMA Research
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Selecting the best communications mix
REACH
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Q. Which media work best for you?
REACH
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REACH
Trend 5: Increased in paid, owned, earned media targetingEffectiveness (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
FBX Retargeting
Facebook Promoted Posts
LinkedInPromoted Posts
Tip: Review Display Network andRemarketing options
AdWordsTail AdWords
PLA
AdWordsMobile
(Enhanced campaigns)
SEOGeneric
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Trend 6: Use of attribution to assess media effectiveness
Recommendation:
Use Google’s MultichannelFunnels and
Attribution Models to report effective
touchpoints
REACH
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Trend 7. Mobile user online ad investment
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Trend 8. Engagement through visual apps + contentSource: http://bit.ly/smartstatistics
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Jeff Bezos on Shiny Objects
"There are always shiny things.
A company shouldn’t get addicted to being shiny, because shiny doesn’t
last. You really want something
that’s much deeper-keeled. You want your
customers to value your service.
Wired Interview
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SEO Trends? 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
Trend 9. SEO Signals = Content, author and outreach quality
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Increasing InterACTion
Key trends Interactive content marketing Investment in outreach Immersive-responsive landing pages
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Growth example: ASOS.com
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Using content to drive growth – B2C
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The Content marketing / engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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Trend 10. Evaluation of content and social media marketing investments
Criteria? Rev/visit Demand+
lead gen Amplify Brand fit SEO Longevity
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Matrix
Presentation title Author's name 7 April 2023 Confidential http://bit.ly/smartercontent
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http://bit.ly/smarthealthcheck Trend 11. Interactive content marketing
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Trend 12. Investment in Outreach and Partnershiphttp://bit.ly/smartoutreach
http://traackr.com/faces-of-influence/
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Trend 13. More immersive landing pages
ACT
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https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
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Increasing Conversion
Key trends Evolutionary site design / growth hacking Mobile CRO Improvements to Universal Analytics
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Trend 14: Evolutionary site design
Source: Chris Goward - WiderFunnel
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International CRO at ASOS.com
54Bps = basis points 1/100th of a %
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Trend 15: Mobile CRO
Recommendation: Review leads, sales from different device, resolution Advanced Segments
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The challenge of Mobile CRO
Store Website msite Apps0%20%40%60%80%
100%120%
Browse vs. purchase channels
BrowsePurchase
88% Debenhams customers use mobile to browse vs. 12% purchase
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Vision on Left… In place 2014:
Universal Analytics giving: Data import – Measurement Protocol Cross-device tracking
Advanced Segments Updates e.g. cohorts
Improvements to custom report dashboards
Attribution modeling now mainstream
Trend 16: Deeper use of analytics
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Source: Occam’s Razor Avinash Kaushik
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Improving Engagement
Key trends Customer satisfaction and feedback Social media marketing Engaging Email marketing Wearable computing and lifelogging
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Trend 17: Customer feedback tools mainstreamhttp://bit.ly/smartfeedback
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Trend 18: Integration through Social CRM
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Trend 17: Mobile email popularity
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Location:
Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013Feb 2012-June 2013
Collected from 250 million email opens
Litmus
% Email Opens across desktop and mobile
Litmus blog
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Trend 20: Behavioural email gets serious!
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ReviewCustomer Lifecycle
Touchpoints
:Halfords case study
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Trend 21: Email testing increases in sophistication Source: Philips presenting on PlantoEngage.com
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Using event-triggered emails – Marketing Automation / Re-marketing example
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: Email re-marketing
http://bit.ly/smarteremail
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Trend 21: Leaders blend responsive design + content + relevance
Source: Econsultancy
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Trend 22: Wearable tech and lifelogging
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Let’s Connect! Questions & discussion welcome
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