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11 #digitalmarketingTrends for 2011
Dr Dave Chaffey, CEO, Smart Insights
Presented to:
Manchester Metropolitan University Business School
20th January 2010Download 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 trends
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http://www.google.co.uk/search?q=digital+marketing+trends+
2011
Well worth a read:http://econsultancy.com/uk/blog/7014-digital-marketing-trends-2011-by-econsultancy-ceo-ashley-friedlein
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Books
Qualifications:
Cert DigM and Dip DigM
Best practice guides
About Dave Chaffey
Analytics advice, software & consulting www.smartinsights.com/beta
Search &conversionconsultingwww.clickthrough-marketing.com
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2010 consumer tech adoption
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Hype Cycles
http://www.smartinsights.com/blog/digital-marketing-strategy/technology-for-innovation-in-marketing/
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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
Trend 1:Content / engagement strategy
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http://www.ruderfinn.com/rfrelate/intent/intent-index.html
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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
KeyPoint
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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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Do you need a content strategist?
• “Drive the development and organization of content that is useful, compelling and meaningful – directly on logitech.com and indirectly through distributed content”
http://jobs.mashable.com/a/jbb/job-details/379895
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Trend 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?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILS
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Autoglass MVT case study - control
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TV Comparison
+2.4%
TV - Off
+6.4%
TV - On
-1.3% +14.8%
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Service message testing
+5.3%
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Use Feedback tools for…“Why” not “What”
http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
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• Content may have been king in the 1990s but close proofreading is as important now as it ever has been. When writing about complex issues, it's important to get the syntax and sense of sentences right to help readers understand what you are trying to explain. Secondly, your site uses acronyms and jargon in a way which assumes detailed knowledge of digital marketing. This has the effect of alienating those of us who read your updates in the hope of learning and gaining an understanding of digital concepts. We get the feeling you're trying to show off with your clever terminology when, in fact, most marketing comes fown to common sense really. More emphasis on sense and plain English would imrove the usability of your site and newsletters. One rule to follow is to spell out acronyms the first time they are used. Don't assume understanding. Pureplays - eh? Integration of toolsets through APIs and XML feeds... This isn't a grammatical sentence: Refine and automate your contact strategies to support right touching requires investment in integrated contact strategies project upfront which is why many haven’t implemented yet. I could go on! Thanks
Ouch±!
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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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Trend 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 triggeredE-communications strategy?
BT - It’s all about past actions… “Recognition of activity”
Purchase Dispatched +7d
+14d +21d
Recognition ofprevious purchase
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Trend 4: Social 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...
AuthorsStaffReaders
NewsAlertsUpdates
CompetitionsDiscussion
Connection
NewsletterAlertsUpdates
Source: Updated from an idea by the great David Hughes
Yoursite
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Excuses why companiesdon’t engage through
blogs, social media?
•
•
•
•
•
•
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See how: http://www.mindjumpers.com/blog/2010/10/hm%E2%80%99s-use-ofl-media/
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http://www.wired.com/magazine/2010/08/ff_webrip/all/1
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Trend 5:Display resurgence
http://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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Trend 6: There’s an app for that!http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps/
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Trend 7: Googlization
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Trend 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
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…And exclusive Facebook Benefits
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Trend 9:Multi-touch attributionhttp://bitly.com/betterattribution
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Multichannel attribution – who getsthe 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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Date of purchase
Event num
Date of event Event Source Placement
Detail / keyphrase Order ID Revenue
05/02/2010 09:11 1
14/01/2010 08:54 Click SEO Google
Sun Holiday
WB10s6815 £2,156.11
05/02/2010 09:11 2
15/01/2010 08:54 View Display MSN
‘Winter Sun’ creative
WB10s6815 £2,156.11
05/02/2010 09:11 3
23/01/2010 08:54 Click PPC Google
Hotels in Kos
WB10s6815 £2,156.11
05/02/2010 09:11 4
24/01/2010 08:54 Click Affiliate
Tradedoubler
Partner 13562
WB10s6815 £2,156.11
05/02/2010 09:11 5
03/02/2010 08:54 View Email Welcome
Special Offer
WB10s6815 £2,156.11
05/02/2010 09:11 6
04/02/2010 08:54
Direct
WB10s6815 £2,156.11
05/02/2010 09:11 7
05/02/2010 08:54 Click SEO Google
Thomas Cook
WB10s6815 £2,156.11
Source:
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Trend 10: Privacy Wars
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Trend 11:Digital marketing = marketing?
http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy
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A final question…How agile are you?
• “It is not the strongest of the species that survives, nor the most intelligent that survives.
• It is the one that is the most adaptable to change.”
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IRW most companies, don’t
• Update their site structure/layout more than once every 3-5 years…
• Make time to do things differently as result of their analytics
• Have time for post-campaign reviews
• Use testing tools to review effectiveness of page elements
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Let’s Connect! Questions & discussion welcome
• Blogwww.smartinsights.com
• Feedswww.feedburner.com/smartinsights
• Email Newsletterwww.smartinsights.com
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