Embed Size (px)
Citation preview
1@DaveChaffey
ESSENTIAL DIGITAL MARKETING TOOLS FOR ECOMMERCE 2016
Dr Dave Chaffey. SmartInsights.com
Download: http://slideshare.net/davechaffey
2@DaveChaffey
So many tools, so many tasks, so little time!
AGENDATools to help you boost sales across all customer touchpoints
Reach Act Convert Engage
3@DaveChaffey
About Dave Chaffey
Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million unique visitors each quarter.
Expert
members in over 80 countries use our planning guides, templates
and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for
members.
Download our free tools guide: http://bit.ly/smartdigitaltools
Specialist Digital Marketing consultant, trainer and author since ‘97.
4@DaveChaffey
5@DaveChaffey
6@DaveChaffey
Q. Which digital marketing activity will most increase YOUR
commercial returns in 2016? 1. “Big Data” 2. Content Marketing 3. Marketing Automation
(incl. email, lead scoring, personalisation) 4. Mobile Marketing 5. Conversion Rate Optimisation
7@DaveChaffey
Download Managing Content Marketing Europe 2016 reporthttp://hubs.ly/H02xJnl0
8@DaveChaffeyFree download: http://bit.ly/smartgraphics
Create a framework!
10@DaveChaffey
30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools
11@DaveChaffey
How we chose the tools 1. The most popular tools by volume of usage – so
widely used, freemium or lower cost tools tend to be ranked most highly except in categories of enterprise tools.
2. Services we use or are familiar with and are rated highly by tools review sites. Voice of the Crowd from G2Crowd, Capterra, Trust Radius, Alternative To.
3. Services suitable for small and mid-size businesses with limited tools budgets.
12@DaveChaffey
30 Digital Tools categories #2
Download: http://bit.ly/smartdigitaltools
13@DaveChaffey
Questions prompted?! Is ‘Best-of-breed’ or ‘all-in-one’ best?
Can Marketing Clouds deliver?
How do we avoid ‘Analysis Paralysis’
14@DaveChaffey
Recommended Tool: Marketizator !
15@DaveChaffey
What’s Hot with you?
Please tweet a new specific Digita tactic or tool in each
section you won’t be able to live without in 2017 to…
@Marketizator
16@DaveChaffeySource: Scott Brinker (@ChiefMartech)
With thanks to… Scott Brinker
17@DaveChaffey
…and Brian Solis
18@DaveChaffey
But, remember that…
“Tools won’t get you far without
Plans, People and Processesto optimise your
customer experience”
19@DaveChaffey
20@DaveChaffey
You alsoneed to getthe HiPPO on board
21@DaveChaffey
Improving Reach
22@DaveChaffey
Search and Email Marketing Still Rock!“Social Sucks” or does it?!
Source: Custora Pulse
23@DaveChaffey
Recommended tool: Similar Web
24@DaveChaffey
Increasing InterACTion
25@DaveChaffey
Recommended Tool – Hot Jar
26@DaveChaffeySource: comScore Global Future in Focus
Define and optimize conversion pathways
Why IS “mobile first” is a mantra?“MULTICHANNEL EXPERIENCE” SHOULD BE
27@DaveChaffey
Is mobile responsive sufficient?
28@DaveChaffey
AO.com adaptive
29@DaveChaffey
Increasing Conversion
30@DaveChaffey
The CRO mindset + process
Source: Chris Goward - WiderFunnel
31@DaveChaffey
UK Ecommerce example of mindset
32@DaveChaffey
Recommended Tool: Convert.com
33@DaveChaffey
Pop-ups still work really well (unfortunately)
Source: Kath Pay on Smart Insights
34@DaveChaffey
Our experience = it works!
Test example from Convert.com
35@DaveChaffey
36@DaveChaffey
37@DaveChaffey
38@DaveChaffeySource @OptimiseorDiehttp://www.youtube.com/watch?v=VRYbpfrrxbg
39@DaveChaffey
Improving Engagement
40@DaveChaffey
Understanding and act on loyalty drivers
41@DaveChaffey
Practical Tip – using customer feedback toolshttp://bit.ly/smartfeedback
42@DaveChaffey
Recommended tool: Talkwalker Alerts
43@DaveChaffey
44@DaveChaffey
45@DaveChaffey
Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey
Free interactive tool – review your digital capabilities
http://www.smartinsights.com/howgood/
