12 Digital Marketing

trends for 2012Dave Chaffey

Presented for The IDM at:AdTech London, 21-09-2011

www.smartinsights.com

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

What’s New?

http://www.smartinsights.com/blog/digital-marketing-strategy/technology-for-innovation-in-marketing/

1. Search engine optimisation 7. Ad network innovation

2. Social media optimisation 8. Privacy compliance

3. Content optimisation 9. Cross-channel optimisation

4. Content aggregation 10. Mobile marketing

5. Gamification 11. Website performance optimisation

6. Video marketing 12. Performance marketing

Agenda12 marketing opportunities

An engagement strategyis essential to cut-through

“The importance of developing an engaging,

shareable brand increases each day :

algorithms and people FAVOUR THE MOST

ENGAGING BRANDS”

“Every business needs to be a multi-channel

publisher now”

Opportunities to engage in 2012

http://www.smartinsights.com/digital-marketing-strategy-alerts/new-media-options/

SEARCH ENGINE OPTIMISATION

Tactic 1 INBOUND MARKETING

What percentage of SEO site visitors enter through your home page?

What is deep SEO?

• Improving SEO that is non home page related. Most important for retailers… Reminder that – Multiple home pages matter (category/subcat)– Deeplinks matter– Duplicate content, so unique copy matters– Link equity flow through internal links matter– SMO matters– Example…

Deep SEO example

http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/

SOCIAL MEDIA OPTIMISATION (SMO)

Tactic 2 INBOUND MARKETING

“A systematic approach to improving the business contribution of social media marketing and related activities including PR, SEO, content marketing and display advertising integrated across all company online presences and offline communications”

What is SMO?• Two views:

– Narrow: Using social activities to support SEO – Broad: Improving effectiveness of all social

media marketing – Optimising this process – from central hub:

http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/

CONTENT OPTIMSATIONTactic 3 INBOUND MARKETING

http://www.ruderfinn.com/rfrelate/intent/intent-index.html

http://www.smartinsights.com/social-media-marketing-alerts/email-facebook-copywriting/

WILL GOOGLE+ BE IMPORTANT IN 2012?

CONTENT AGGREGATIONTactic 4 INBOUND MARKETING

GAMIFICATIONTactic 5

http://www.smartinsights.com/digital-marketing-strategy-alerts/pleasure-the-future-of-marketing/

VIDEO MARKETINGTactic 6

http://www.smartinsights.com/blog/digital-marketing-strategy/b2b-video-marketing/http://www.flimp.net/index.php/client-examples-

AD NETWORKINNOVATION

Tactic 7

PRIVACY COMPLIANCETactic 8

Are you worried about 27th May 2012?

http://www.smartinsights.com/analytics-conversion-optimisation-alerts/cookie-privacy-law/

CROSS-CHANNEL MARKETING

Tactic 9

Q. Do you research purchases on the Internet before buying them from a store?

Understanding multichannel

behaviour

http://www.docstoc.com/docs/57974671/GFK-Ropo-Vodafone http://issuu.com/lorenzoghini/docs/internet-trends-daniel-meyer/search

http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/

MOBILE PLATFORM OPTIMISATION

Tactic 10

Mobile maximization case study - Belron

Source: Craig Sullivan: http://www.slideshare.net/sullivac/

WEBSITE PERFORMANCE OPTIMISATION

Tactic 11

http://blog.davechaffey.com/post/9920176082/for-speed-freaks-only-im-researching-impact-of

PERFORMANCE MARKETING= USING WEB ANALYTICS

Tactic 12

Marketing optimisation

Source:

Q. What

about you?

Source: Craig Sullivan @OptimiseorDiehttp://www.slideshare.net/sullivac/

A final thought:Do you have a strategy?

http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

Let’s Connect! Questions & discussion welcome

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