1 Driving Business Growth Using Digital Marketing On the Edge Digital Manchester 23rd May 2013 Dr Dave Chaffey CEO: SmartInsights.com Download presentation: SmartInsights.com/ote2013/

2 Latest 2013 inbound marketing research

3 Growth example: Hubspot.com

4 Growth example: ASOS.com Cities sending traffic in February 2013

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9 Learning from the Growth Hackers Source: Learning from Growth Hackers post

10 Growth hacking tools?

11 A Growth hacking example Test 1

12 Test 2

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15 Books Online advice and consulting www.smartinsights.com About Dave Chaffey Code: SMARTEDGE (25% discount for 1 week only)

16 Strategy success factor 1 Digital marketing is marketing

17 One value proposition against another Source: Marketing Experiments

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20 Autoglass mobile optimised site Mobile Value Proposition (MVP) www.autoglass.co.uk http://m.autoglass.co.uk

21 Strategy success factor 2 Develop your strategy

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24 Strategy success factor 3 Apply customer insight

25 Customer feedback tools http://bit.ly/smartfeedback

26 Use on/offline personas

27See Forrester.com

28 Strategy success factor 4 Measurement and Optimization are your foundation

29 Will you get the balance right? Investment in CRO? Mobile and social are sexy, and important for the future. But today 98% of your revenue comes from Email, Affiliate, Display, Search. At least 50% of your attention / love / obsession should be to continuously get good at 98% of your revenue. You'll likely survive longer. : )

30 Landing Page Lifetime: Continually Evolving Success Conversion rate has increased over ten times since 2008. We continually test and try new ideas and messages. Angel Springs now sets the standards others follow. 2008 2009 2011 2013

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32 Source: Google Analytics vs Universal Analytics

33 Use Google Analytics MCF to understand true value 3 3 Measuring assists in Google Analytics Googles new social reports

34Tool: Googles new customer journey to online purchase tool

35 Strategy success factor 5 Create joined-up omnichannel journeys Smart Insights: ROPO summary of Google case

36 Consumer digital platform demand at Debenhams 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% Total Hourly Demand by Device Dotcom iPad Mobile Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams

37 88% Debenhams customers use mobile to browse vs. 12% purchase 0% 20% 40% 60% 80% 100% 120% Store Website msite Apps Browse vs. purchase channels Browse Purchase Mobile influencing store sales Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams

38 Barcode scanner driving mobile interactions in store Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams

39 Reviewing satisfaction levels by channel / platform Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams

40 Strategy success factor 6 Integrate search, social and email marketing

41 Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs + Google Agency Toolkit

42 Defining consuming search behaviours / targeting with qualifiers

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45 Strategy success factor 7 Engagement is the biggest challenge

46 The problem with blogging

47 More what were looking for!

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49 Example of an integrated social media campaign

50 Strategy success factor 8 Use the latest best practice

51 2013 Best Practice SEO Outreach, e.g. guest blogging Engagement still Long Clicks Personalisation Google+ / SPYW? Rel=Author Google+ Local HREFLANG for international, etc AdWords Enhanced campaigns inc mobile Social extensions Google Shopping Re-marketing / Re-targeting Download presentation: SmartInsights.com/ote2013/

52 Lets Connect! Questions & discussion welcome SmartInsights.com Blog www.smartinsights.com/blog Feeds www.feedburner.com/smartinsi ghts Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey ww.twitter.com/DaveChaffey https://plus.google.com/u/0/10625135037962 2013691