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”
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/
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-
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 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
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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