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Managing Digital Marketing 2015 Reviewing the State of Digital Transformation
Dr Dave Chaffey. SmartInsights.com
Presented at Technology for Marketing & Advertising, London. Download: http://bit.ly/smartdigital2015
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About Dave
About Dave Chaffey
o Consultant and trainer in Digital since 1997
o Author of 5 bestselling digital marketing books
o CEO and Editor of SmartInsights.com - a marketing advice site with Expert (Pro) members in over 50 countries using our templates, planning guides and online courses to improve results.
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ONE
Digital marketing Capabilities
McKinsey 7S Model
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How advanced are your digital marketing capabilities?
wnload a larger version of the capability matrix: http://bit.ly/smarttransformation
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Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and Deals Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
STEP 1b - Create a Monthly
Planning Framework
Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference
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The RS Newsletter Hero banner
Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates)
CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition
BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers
Local Module
Product modules can vary in number and format. Maximum of 8 modules per email.
Product Modules
Optional modules for any local activity/information.
Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference
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Meeker’s Mobile tipping point passed
Source: comScore Multiplatform Majority
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Is mobile responsive sufficient?
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Or is adaptive needed?
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AO.com adaptive
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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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THREE
Resourcing Digital Marketing
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FOUR
Managing change and skills
development
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FIVE
Investing in Digital Marketing
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24 @DaveChaffey Source: Custora Pulse
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Retargeting + SNS innovation Our buyers live online and consult their networks to
research potential purchases. According to Forrester Research, up to 90% of a buyer’s path to purchase is
completed before a salesperson comes into the picture. But…
1. 95% of website visitors never provide an email
address to marketers. 2. Of the 5% who do, only about 20% open the
prospecting emails they get afterwards. 3. Bottom line: most marketers are converting less
than 1% of all possible leads.
Source: LinkedIn
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New Facebook retail retargeting
Source: Smart Insights alert
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New - AdWords Estimated Total Conversion
Ads supporting ROPO
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SIX
Innovation and Optimisation
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Mindset: Optimize or Die!
Presented by Deputy CEO, Gareth Jones at Ecommerce Expo
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Google pushing “Now” in 2015
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Recommended Tools directory
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Let’s Connect! Questions & discussion welcome
on Stand H10 or SmartInsights.com
Free, Basic member tools Managing Digital Marketing 2014 report Managing Customer Experiences 2014 report Sample planning templates Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning 7 Step Guides to all digital marketing DIY Planning and optimisation templates in
Word, Excel and Powerpoint www.smartinsights.com/membership/expert-
member-reasons Personal Discount! DAVESAVE20
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/
Presented at Technology for Marketing & Advertising, London. Download: http://bit.ly/smartdigital2015
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