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1 @DaveChaffey
DIGITAL MARKETING in 2015
WHERE TO FOCUS?
Dr Dave Chaffey. SmartInsights.com
Presented at the CIM Summit, March 2015
Download: http://bit.ly/smartdigital2015
2 @DaveChaffey
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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About You?
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#1 A defined Digital Strategy PLAN
Download Digital Marketing 2015 report:
http://bit.ly/smartdigital2015
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How advanced are your digital
marketing capabilities?
To download a larger version of the capability matrix:
http://bit.ly/smarttransformation
7 @DaveChaffey Download Digital Marketing 2015 report:
http://bit.ly/smartdigital2015
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#2 Define audience and select best targeting
options using Marketing Automation
PLAN
http://bit.ly/smarttargeting
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
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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#3 A Brand OVP/YouTility
Audience use of digital and social
media > Personas
Commercial goals >
Customer engagement
> OVP
> Marketing Mix
Branded
Content Marketing Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital 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
PLAN
http://bit.ly/smartpersonas
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How ASOS evolved their OVPs
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#4 A brand personality? How can you/should you STRETCH?
Personality is the unique, authentic, and talkable soul
of your brand that people can get passionate about.
Personality is not just about what you stand for, but
how you choose to communicate it. It is also the way
to reconnect your customers, partners, employees,
and influencers to the soul of your brand in the new
social media era.
Source:
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Making a brand more human
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Source: Ogilvy, TNS and Google Path to Purpose July 2014
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Who are these people?!
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Improving Reach
Key Trends
Local and mobile search marketing
‘Mobile-friendly SEO’
Content distribution and retargeting options
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Search and Email Marketing Rock!
Social Sucks!
Source: Custora Pulse
Customer Acquisition by email has
quadrupled over the last four years.
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#5 SEO and PPC
Win for range of
customer searches
B2B example
1. Generic
“Accountants”
2. Long-tail
“Book keeping Sage25”
3. Local
“Accountants Derby”
4. International
5. Mobile
6. Image/video
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/
More on update
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REACH
#6 Experiment to test the best media investments: 70: 20: 10
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Google AdWords Remarketing example
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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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Increasing InterACTion
Key trends
Mobile vs adaptive conversion pathways?
Pop-ups for acquisition
Content mapping
27 @DaveChaffey Source: comScore Multiplatform Majority
#7 Define and optimize conversion pathways
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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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Pop-ups work (unfortunately)
Source: Kath Pay on Smart
Insights
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Increasing Conversion
Key trends
Evolutionary site design / growth hacking
Mobile and Cultural CRO
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#9. A CRO mindset + process
Source: Chris Goward - WiderFunnel
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UK Ecommerce example of mindset
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Source @OptimiseorDie
http://www.youtube.com/watch?v=VRYbpfrrxbg
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Improving Engagement
Key trends
Mobile Email Marketing
Social Media Marketing – JG!
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SOCIAL AND EMAL
Mobile First!?
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…Mobile first?
Source: Litmus Dec 2014
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Make your first 3 CTAs count!
Source: Litmus Dec 2014
43 @DaveChaffey Source: 7 Steps to Digital Transformation Infographic
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Let’s Connect!
Questions & discussion welcome at the aftershow
on LinkedIn 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 the CIM Summit, March 2015
Download: http://bit.ly/smartdigital2015
