Managing Online Marketing 2014 Keynote

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Fuelling Digital MarketingSuccess

What fuels growth?

Dr Dave ChaffeySmartInsights.com

DownloadSmartInsights.com/tfma2014

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About Dave Chaffey

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Which tactic will give your business the biggest commercial

benefits in 2014?

1. Content marketing 2. Conversion rate optimisation 3. Mobile marketing 4. Search marketing (SEO and PPC) 5. Social media marketing

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Investment in 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

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Using content to drive growth – B2B

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The Content marketing / engagement challenge

Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.

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ONE

Digital marketingCapabilities

McKinsey 7S Model

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How advanced are your digital marketing capabilities?

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Growth example: ASOS.com

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International CRO at ASOS.com

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TWO

Strategy and Planning

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Do you need a defined digital strategy or plan?

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Can you afford to

miss strategic

opportunities?

http://bit.ly/smartrace

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Strategy: a tale of two airlines

Source: Corporate site pages 2012/2013

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THREE

ResourcingDigital Marketing

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What is Customer Experience Management?

Source: As defined by Forrester in 2011

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CXM is about effective customer communications

“Right Touching” is:A Multi-channel Communications Strategy

Customised for Individual Prospects and Customers

Which…Delivers the Right Value PropositionAccompanied by the Right Message

With the Right ToneAt the Right Time

With the Right Frequency and Interval Using the Right Media / Communications channels

To achieve…The right balance of value between both parties

Source: Dave Chaffey (2005, 2012): Digital Marketing Strategy: Implementation and Practice

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Do you have a personor team RESPONSIBLE

FOR CXM?

Vote!

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Technique: Personas & Customer journey mapping

Source: Boston Consulting Group

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FOUR

Managing change and skills

development

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FIVE

Investing in Digital Marketing

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SIX

Innovation andOptimisation

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Map yourcustomerlifecycle

touchpointsand

Optimise

:Halfords case study

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Location:

Published / Surveyed: Sample: Source:

Original source:

Worldwide July 2013

Feb 2012-June 2013

Collected from 250 million email opens

Litmus

% Email Opens across desktop and mobile

Litmus blog

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The digital future

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From T-Shaped to V-Shaped

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Chat with us on Stand H24!

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Let’s Connect! Questions & discussion welcome

SmartInsights.com

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Download deck: SmartInsights.com/tfma2014