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11 Digital MarketingStrategy issues for 2011
Dr Dave Chaffey, CEO, Smart Insights
Presented to Fusion Marketing Experience:
Brussels, 23rd March 2011
Download presentation from: SmartInsights.com/presentations
Download presentation from: SmartInsights.com/presentations
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Not!
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Opportunities Threats and headaches
1. Content / engagement strategy
7. Googlization
2. Digital marketing optimisation
8. Social CRM
3. Right Touching 9. Touchpoint attribution
4. Social media marketing 10. Privacy wars
5. Display resurgence 11. Digital marketing = marketing
6. Mobile Apps
11 #digitalmarketing strategy issues
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Books
Qualifications:
Cert DigM and Dip DigM
Best practice guides
About Dave Chaffey
Analytics advice, software & consulting www.smartinsights.com/
Search &conversionconsultingwww.clickthrough-marketing.com
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Do you have a digital marketing
strategy?http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy
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Which is more effective?Trend following or vision following?
http://www.smartinsights.com/blog/digital-marketing-strategy/vision-mission-statements-for-ecommerce-and-digital-marketing/
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Two tales of the path to digital excellence
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
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The journey to digital
marketing
http://blogs.cisco.com/news/timeline-of-social-media-at-cisco/ http://video.forbes.com/fvn/cmo/how-cisco-does-social-media
Strategy Opportunity 1Content / engagement strategy
http://www.smartinsights.com/blog/digital-marketing-strategy/why-dont-many-companies-blog/http://www.asdamagazine.com/
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http://www.ruderfinn.com/rfrelate/intent/intent-index.html
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http://socialmediatoday.com/will-davis/278891/why-companies-say-they-want-social-media-really-want-content-marketing#comment-31665
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Developing your OVP• Core brand proposition = Marketing Mix:
•1 Who you are?•2 What you do?•3 Where you do it?•4 What makes you different?•5 How can our digital presence help you decide? The
OVP…
• OVP - Online Value Proposition • What can your provide to help/inform/entertain me
online? •Reinforces core brand proposition and credibility, but
messaging shows…•Different OVPs for different markets and audiences•Value that a site visitor get from your online brand or
campaign that…• They can’t get from you offline?• They can’t get from competitors?
•Develop content strategy to deliver OVPs•Communicate message forcefully: online and offline
KeyPointKey
Point
http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/
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Is you content EXCEPTIONAL?
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www.i-to-i.com Video OVP
See tips: http://mashable.com/2010/12/12/marketing-web-video/
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Gaining site and business innovation ideas through Uservoice
Crowdsource!
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68% CTR229 downloads
Content strategy example
See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/
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Making it happen
http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/
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Strategy opportunity 2 :Digital marketing optimisation
ModellingEffectiveness‘Doing the Right Thing’Research and Analysis
OptimisationEfficiency‘Doing the Thing Right’Continuous improvement
AutomationEfficiency‘Doing the Thing Right’Automated tools
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Q. How automated is your optimization? Web analytics (WA)
Purpose: Analyse customer website behaviour and marketing outcomes related to referrer segmentsVendors:Google Analytics, Omniture,Visual Sciences, Webtrends
Email Service ProvidersPurpose: ESPs broadcast and track emails as part of campaigns or automated contact strategyVendors:Email Reaction, Email Vision, Exact Target Silverpop, Responsys, Vertical Response
Website experimentationPurpose: AB testing and multivariate testing of alternative pages and journeysVendors: Google website Optimizer, Maxymiser, Offermatica, Omniture and Optimost
Website personalisationPurpose: Automated and rules-based recommendations and merchandising based on referrer, products browsed and/or customer dataVendors: atg, Fredhopper, Omniture Touch Clarity and Wunderloop
Ad tracking & optimisationPurpose: Serve display ads and optimise yield for advertisers and publishers. Also track other media channels such as affiliate and search to understand customer journeysVendors: Atlas, Doubleclick Dart plus WA vendors
Behavioural ad targetingPurpose: Serves relevant ads based on content consumed and audience profile. Also re-targeting of ad viewers potentially on advertisers site.Vendors: Advertising.com, Blue Lithium, Revenue Sciences, Tacoda
Enterprise analyticsPurpose: Provide analysis tools for creating dashboards and in-depth analysisVendors: Business Objects and Cognos plus WA vendors e.g. Omniture Discover
Paid search optimisationPurpose: Serves relevant ads based on content consumed and audience profile. Also re-targeting of ad viewers potentially on advertisers site.Vendors: Atlas Search, Efficient Frontier, Google conversion optimizer, Search Works
Marketing OptimisationPurpose: A hub to manage and automate performance improvements across customer contacts of acquisition, conversion and retention. Provide integration with E-CRM systemsVendors: Omniture, Web Trends, Visual Sciences.
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http://www.google.com/analytics/apps/results?category=Reporting%20Tools Recommended: Shuffle Point, GA Data Grabber
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Source:
Planned conversion optimisation
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How effective is your scent?
WHY CHOOSE US?WHY CHOOSE US?
WHERE / HOW TO BUY?WHERE / HOW TO BUY?
NEW CUSTOMER?NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES><CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILSExample SCENT TRAILS
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Autoglass MVT case study - control
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TV Comparison
TV - Off TV - On
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Service message testing
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What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can help
iPerceptions http://www.4qsurvey.com/
“Bad web site. Difficult to find item as no search box provided for short cut”
“I can't find any prices on your website” “Would like to see where I can buy products from” .
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http://whatusersdo.com/pv.php?mode=sample
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Strategy opportunity 3 Right Touching = Engagement optimisation
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Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
Your email marketing capability?
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Example of dynamic content insertion
Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion
Tip. Change order of offersor features
according to segmentto increase relevance
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First-time visitor
Return visitor
Registered visitor
Purchased once
Newlyregistered visitor
Purchased Active
Purchased Inactive
Q. Do you have an event triggered
E-communications strategy?
BT - It’s all about past actions… “Recognition of activity”
Purchase Dispatched +7d
+14d +21d
Recognition ofprevious purchase
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Strategy opportunity 4Social media marketing
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Driving traffic? That’s the old way
Source: Updated from an idea by the great David Hughes
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The beating heart pushing content out...
and encouraging interaction
AuthorsStaffReaders
NewsAlertsUpdates
CompetitionsDiscussion
Connection
NewsletterAlertsUpdates
Source: Updated from an idea by the great David Hughes
Yoursite
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See how: http://www.mindjumpers.com/blog/2010/10/hm%E2%80%99s-use-ofl-media/
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Opportunity 5:
Display resurgencehttp://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go
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Retargeting/remarketing example
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Opportunity 6: There’s an app for that!
http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps/
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http://www.youtube.com/watch?v=v2vpvEDS00o
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Opportunity 7 (Threat) Googlization
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Opportunity 8:Social CRM
http://www.smartinsights.com/blog/digital-marketing-strategy/social-crm-strategy/
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• Recruiting to Twitter
• via a prize draw
• promoted in Twitter
Tip: Recruit to Twitter
via Email
Tip: Recruit to Twitter
via Email
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…And exclusive Facebook Benefits
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Opportunity 9:Multi-touch attribution
http://bitly.com/betterattribution
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Multichannel attribution – who gets
the credit for sale?
Click SEO “Sun Holiday”
View MSN banner “Winter sun”
Click PPC “Hotels in Kos”
Click Tradedoubler Partner X
View Email “Special Offer”
Direct www.thomascook.com
14/01
15/01
23/01
24/01
3/02
4/02
Click SEO “Thomas Cook”5/02
Event Campaign DetailDate Onsite activity Landing
Content
Confirm
Purchase
Source:
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Opportunity 10 (Threat): Privacy Wars
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http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy
Opportunity 11:Digital marketing = marketing?
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http://www.smartinsights.com/digital-marketing-strategy-alerts/marketing-models/
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Let’s Connect! Questions & discussion welcome
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