Managing Digital Marketing

transcript

12 tests for managing digital marketingsuccessfullyDr Dave Chaffey CEO: SmartInsights.com

Download presentation:SmartInsights.com/managedigital

What is “best practice” for managing digital

marketing?

• A process?• A technique?• A mindset?

Need?• A framework• Capability review• The right resources

ital m

Case s

• Books Online advice and consultingwww.smartinsights.com

Qualifications and trainingwww.theidm.com

Insights Directorwww.clickthrough-marketing.com

About Dave Chaffey

Test ONE

Basic IMC foundations

4Cs:• Coherence – different

communications are logically connected.

• Consistency – multiple messages support and reinforce, and are not contradictory.

• Continuity – communications are connected and consistent through time.

• Complementary – synergistic, or the sum of the parts is greater than the whole!

4Es:• Economical – Least cost to

the use of financial and other resources, not wasteful

• Efficient – doing things rights, competent, not wasteful

• Effective – Doing the right things, producing the outcome required, not wasteful

• Enhancing – Improve; augment; intensify

Not easy…. Need:

1. Contact rules (email) 2. Personalisation rules (site)3. Conversation calendars(social)

Consistent OVP by journey

OVP by channel

Test TWO Customer insight > Personas

Group common search behaviours

NOT keyword LISTS:

Need: treatment/surgeryConcerns: risks/costs

Q. Do we have adequatekeyphrase targeting for

Forrester Research on “site design personas”• Ethnographic researchers averaged

– 21 i/views per project for 4 personas, $47K– $10K to 100 i/views for 8 personas, $500K

• Examples:– Ford uses 3 buyer personas at Ford.com

• Primary persona ‘Marie’ – just beginning car shopping process, hasn’t settled on brand, doesn’t know about cars, needs Help!

– Staples.com has 7 for shoppers– Microsoft had 7 for Windows XP

• Segment on key characteristics/behaviours– “Seeks high quality”, “Seeks low cost”– “Starting evaluation”, “Final decision”– Occasional visitor, frequent visitor

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

Test THREEDecision journey analysis

TO THISFROM THIS

Source: Nate Elliot, Analyst at Forrester Research

Making the 3 layers work together

Source Nate Elliot, Analyst at Forrester Research

Reachlayer

Interactionlayer

Transactionlayer

Example:Sneakerpedia

Test FOURDo you have acontent marketing strategy?

• Originated content

• Curated content

• Licensed content

• User generated content

• (Interactive tools)

What is it?“How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and, ultimately, motivating a change in behaviour” (Joe Pulizzi, Content Marketing Institute)

(and will ideally share)

“...the [potential] customer needs evidence that we understand their problem better than they do before they’ll buy, share or recommend us...” @juntajoe CMI

Matrix

Presentation title Author's name 7 April 2023 Confidential

Source: Coke 2020

Test FIVEDo you have amobile platform strategy?

Source: Craig Sullivan (Belron/Autoglass)

Social CRM?

Will you get the balance right?Investment in CRO?

Mobile and social are sexy, and important for the future. But today 98% of your revenue comes from Email, Affiliate, Display, Search.

At least 50% of your attention / love / obsession should be to continuously get good at 98% of your revenue.

You'll likely survive longer. : )

Test SIXDo you CRO?

Source:

The foundation for marketing optimisation

Source: Chaffey: Internet marketing strategy, implementation and practice, 5e

Grouping KPIs

Figure 9.4 The five diagnostic categories for e-marketing measurement from the framework presented by Chaffey (2000)

Measure ReachAudience

EncourageAction incl lead generation

ConvertTo sale

Engage customers to retain and grow

Tracking metrics

Unique visitors New visitors Visits Conversation

volume

Online opportunity (lead) volume

Offline opportunity (lead) volume generated from online

Online sales volume

Offline sales volume generated from online

Email list quality Email

engagement quality

Transactions

Performance drivers (diagnostics)

Share of audience Share of search Brand/direct visits

Page engagement rate (Bounce rate, duration)

Lead conversion rate by engagement tool

Conversion rate to sale

Channel conversion rates

Category conversion rates

Active customers % (site and email active)

Active social followers

Repeat conversion rate

Customer-centric KPIs

Cost per click and cost per sale

Brand awareness Conversation

polarity (sentiment)

Cost per lead Customer satisfaction

Average order value

Cost per sale Customer

satisfaction

Lifetime value Customer loyalty

index Customer

advocacy Products per

customer

Business value KPIs

Audience share (owned media) or

Share of voice (earned media)

Goal value per visit Online lead

contribution(n,£, % of total)

Revenue per visit Online-originated

contribution to sales, revenue and product

Retained sales growth and volume

Revenue per channel and category

Ling’s Cars

This month (Feb 2012) so far, I have sold 18 Merc C-Class (to chose a significant car). That is a £30k car.

Payments will typically be more than £12,000 of payment commitment over 3-years. Try converting and getting an order for £12,000 from a website! Therefore I have to try

harder than most websites...

Yes, many people will take one look, or make one visit and leave, never to come back. Many people complain

about retina burn etc. But, so what? I *HAVE* to polarise visitors, and get them to choose

to stay or go. It's no good being average, no one would commit to £12k of payments over 3 years if I was

average. So the argument that I get drop-off is very valid.

Source: Ling’s cars and the art of persuading visitors to buy

Test SEVEN

Do you facilitate cross-channel journeys?

Smart Insights: ROPO summary of Google case

Source: Display from 36 to 40% of global advertising

Do you use the halo effect?Test EIGHT

New forms of performance display

Test NINEDo you attribute?

MSN banner

Tradedoubler

SEO5/02

Direct

1st Click Last Click Best Click

The first click or view within the campaign defined click window

The last click or view

The last click or view which has the highest campaign priority within the defined click or view window

Any Click

Without deduplication, each ‘tracked’ campaign will report a whole sale and claim full commission

Hiscox example

Use Google Analyticsto understand true value

Measuring assists in Google Analytics

Google’s new social analytics

Test TEN Do you Google+?

Google+ matters (to SEO)

Case study

H&M + Google+

Test ELEVENGovernance?

Source: Shane Diffily

https://www.mckinseyquarterly.com/Strategy/Strategic_Thinking/Enduring_ideas_The_7-S_Framework_2123

The Journey:Capability maturity

review gives context

Stage 1.Unplanned

Limited

E-commercematurity stage

Strategy process and performance

improvement process

Structure:Location of E-

commerce

Senior management

buy-in

Marketing integration

Online marketing focus

Uncontrolledexperimentation

Limited DiscreteContent:

Brochureware

Stage 1.Unplanned

Low-levelobjectives

Diffuse AwareCommon initiatives

Traffic:visitor acquisition

Stage 2.Diffusemanagement

Stage 1.Unplanned

Specificorganisational

objectivesCentralised Involved

Annual planningcollaboration

Conversion & customer

experience

Stage 3.Centralised management

Stage 1.Unplanned

Refinedonline channelimprovement

DecentralisedDriving

performancePartnership Retention

Stage 4.Decentralisedoperations

Stage 1.Unplanned

Integratedmulti-channelimprovement

Integrated Integral CompleteWhole lifecycle

optimisation

Stage 5.Integrated &optimised

Source: E-consultancy (2005) report ‘Managing an E-commerce team’ Author: Dave Chaffey

Take a health check!

http://bit.ly/smarthealthcheck

Source: Smart Insights – Burberry / Rossignol case

Test TWELVEDefinedvision?

http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

Let’s Connect! Questions & discussion welcome

• Blogwww.smartinsights.com/blog

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Download presentation:SmartInsights.com/managedigital