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Fuelling Digital MarketingSuccess

11 practical techniques for large organisations

Dr Dave ChaffeySmartInsights.com

Downloadsmartinsights.com/tfma2014

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What fuels success?

Removing your

profit leaks :

across all touchpoints

Read full article and download a free sample chapter from Watertight Marketing by Bryony Thomas

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11 techniques to fuel sucess

PLAN #1 Digital-specific plan | #2 Personas | #3 OVP

REACH #4 Content focused SEO/CM | #5 Paid media targeting

ACT #6 Managed journeys | #7 Marketing Automation

CONVERT #8 CRO | #9 Mobile-optimised experiences

ENGAGE #10 Obsess about loyalty | #11 Social amplification

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About Dave ChaffeyAbout Dave Chaffey

• Author of 5 bestselling marketing books now working on 5th editions

• Responsive for CXM at SmartInsights.com a marketing advice site with Expert members in over 50 countries

• Insights Director at agency ClickThrough Marketing

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Start with a plan!

Key success factors Customer insight Marketplace review SMART objectives Persona creation Digital SWOT summary

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#1 Create a digital-specific plan

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#2 Multichannel Personas For each persona define preferences for: Platforms

(web, email, mobile) Platform usage (hours) Content consumption:

General site types &

category-specific Social media - content

creation & participation Search behaviour Trusted brands

www.dulux.co.uk

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#3: Define Brand OVP

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Improving Reach

Key success factors Define success criteria Select appropriate mix Optimise most effective channels:

Search marketing Outreach Social media marketing

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#4 Content-focused SEO/Content MarketingDefine the content sweet spot

AlfredJansen Communications

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Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content

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Tip – use GWT to replace Not Provided

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Effectiveness (potential sales volume)

Inve

stm

ent (

reso

urce

nee

ded)

SEOLong Tail

AdWordsRemarketing

Facebook custom audiences

AdWordsGeneric

Social amplification

Media relatedPR

Influencer PR Integrated

contentcampaigns

Blog marketing

SponsoredTweets

Instagram

#5 Paid media targeting

FBX Retargeting

Facebook Promoted Posts

LinkedInPromoted Posts

Tip: Review Display Network andRemarketing options

AdWordsTail

AdWordsPLA

AdWordsMobile

(Enhanced campaigns)

SEOGeneric

Example: Review effectiveness for your sector

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LinkedIn example

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Increasing InterACTion

Key success factors Define key customer journeys for different platforms Use Analytics to improve effectiveness

Select content to engage audience Manage creation and promotion

of content

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#6. Managed journeys

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How effective is your scent?

WHY CHOOSE US?

WHERE / HOW TO BUY?

NEW CUSTOMER?

<CUSTOMER-CENTRIC SERVICE NAMES>

Example SCENT TRAILS

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Sites focused on the top tasks

www.volkswagen.co.uk

25www.barclaycard.co.uk

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Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren

Customer persona toolkit: http://bit.ly/smartpersonas

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#7. Marketing Automation

Customers

Welcomeemail

BehaviouralCross sell

Regularmarketing

emails

Site segmented

Activityflagging

RFM

PredictiveLapsed /

Churn

By product

Site downapology

Birthday / XmasEmails

Repeatabandoner

FutureRelease

alert

Back instock alert

Lapsed

ActivityNon cross sell

Not returnedin 14 days

Not re-purchasedin 14 days

Processabandonment

X-sellprogramme

By product

NewsletterNot

transacted

By contentgroup visited

Contenttriggers

Entry level

5 - 8 triggers

Medium level

17 – 30 triggers

Upper level

20 – 50 triggers

Nirvana

50 – 500 triggers

Nursery program

Site Activity programFull marketing email program

Customer service emails

Source:

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ReviewCustomer Lifecycle

Touchpoints

:Halfords case study

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Email 1: 45% Open8.4% CTR

Email 2: 38% Open 3.5% CTR

Intent follow-up – click on Category

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Increasing Conversion

Key success factors Create a CRO / optimisation process Improve mobile platform conversion and integration

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#8. CRO

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International CRO at ASOS.com

34Bps = basis points 1/100th of a %

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#9 Mobile persuasion

Recommendation: Review leads, sales from different device, resolution Advanced Segments

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Improving Engagement

Key success factors Understanding the satisfaction gap Effective sharing through social media marketing Effective and efficient email marketing

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#10 Obsess about loyalty drivers

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Practical Tip – use customer feedback tools

http://bit.ly/smartfeedback

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#11 Social media amplification

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From T-Shaped to V-Shaped

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Chat with us on Stand H24!

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Let’s Connect! Questions & discussion welcome

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Download deck: SmartInsights.com/tfma2014