Post on 22-Nov-2014
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Digital Marketing 2015 for Charities and Not-for-Profits
Glasgow2nd October 2014
Dr Dave Chaffey
SmartInsights.comwww.slideshare.net/Smart-Insights/
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AboutDave
About Dave Chaffey
• Author of 5 bestselling marketing books
• Editor of SmartInsights.com - a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results.
• Support charities and Not-for-Profit organisations with a 50% discount
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MyCharities
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Thanks Lucy!
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Which tactic will give your business the biggest
commercial benefits in 2015? 1. Content marketing 2. Conversion rate optimisation 3. Mobile marketing 4. Search marketing (SEO and PPC) 5. Social media marketing
9http://bit.ly/smartgraphics
NfP Trends and recommendations structured around RACE Planning
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Do you need a defined digital strategy or plan?
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What is your 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
http://bit.ly/smartpersonas
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What is your brand personality?How can you/should you STRETCH?
Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.
Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.
Source:
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14“Sliders/Carousels done typically”
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Key brand messages?+ Key brand journeys?
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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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Selecting the best communications mix
REACH
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What’s most effective for Acquisition?
Source: Smart Insights: DMA Research
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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
AdWordsPLA
AdWordsMobile
(Enhanced campaigns)
SEOGeneric
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Increasing InterACTion
Key trends Interactive content marketing Investment in outreach Immersive-responsive landing pages
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From creating sites to creating experiences
New research – free download:http://bit.ly/smartexperience
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The Content marketing / engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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Matrix
Presentation title Author's name 8 April 2023 Confidential
http://bit.ly/smartercontent
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Source: Ogilvy, TNS and Google Path to Purpose July 2014
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Making the experience human
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Is your site mobile optimised?Responsive or Adaptive?
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Increasing Conversion
Key trends Evolutionary site design / growth hacking Mobile CRO Improvements to Universal Analytics
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When did you last redesign?
Source: Chris Goward - WiderFunnel
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By Jul 16We’ll have
more challengers live in a visit
than competitors launch in a
year
Mar 14 Aug 14 Oct 15 Jul 16
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100
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TODAYWe’ve grown to 50 experiments per month – more than our competitors aim to launch in a complete year
1/3 conclude with a significant
positive effect
1/3 have no significant effect
1/3 fast fail with a significant negative
effect
Experimentation at scale for a UK MC Retailer
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Improving Engagement
Key trends Customer satisfaction and feedback Social media marketing Engaging Email marketing – TEST, LEARN, REFINE
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Amnesty – masters ofcrafted microcontent
Micro-content explained + Content curation explained
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Email social integration
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37Source: 7 Steps to Digital Transformation Infographic
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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
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
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