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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
#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
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
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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