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1@DaveChaffey
DIGITAL MARKETING in 2015
WHERE TO FOCUS?
Dr Dave Chaffey. SmartInsights.com
Presented at DMX DUBLINDownload: http://bit.ly/smartdigital2015
2@DaveChaffey
AboutDave
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.
4@DaveChaffey
#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
6@DaveChaffeyDownload 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 NewsletterHero banner
Customised content: (Customer Profile)• EDE (Electronic Design Engineers)• Non-EDE (Electronic Design Engineers)• Promo Excluded (Key and Corporates)
CLC ModuleCustomised content: (Customer Lifecycle)• Nursery• Development• Acquisition
BEH ModuleCustomised 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
9@DaveChaffey
#3 A 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
PLAN
http://bit.ly/smartpersonas
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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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Source: Ogilvy, TNS and Google Path to Purpose July 2014
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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“Bookkeeping Sage25”
3. Local“Accountants Sligo”
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 innovationOur 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
24@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
35@DaveChaffeySource @OptimiseorDiehttp://www.youtube.com/watch?v=VRYbpfrrxbg
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Improving Engagement
Key trends Mobile Email Marketing Social Media Marketing Tools
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SOCIAL AND EMALMobile 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
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Recommended SMM Tools directory
41@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 DMX DUBLINDownload: http://bit.ly/smartdigital2015
