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11 Digital MarketingStrategy issues for

2011Dr Dave Chaffey, CEO, Smart Insights

Presented to Fusion Marketing Experience:

Brussels, 23rd March 2011

Download presentation from: SmartInsights.com/presentations

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Not!

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Opportunities Threats and headaches

1. Content / engagement strategy

7. Googlization

2. Digital marketing optimisation

8. Social CRM

3. Right Touching 9. Touchpoint attribution

4. Social media marketing 10. Privacy wars

5. Display resurgence 11. Digital marketing = marketing

6. Mobile Apps

11 #digitalmarketing strategy issues

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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

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Do you have a digital marketing

strategy?http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

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Which is more effective?Trend following or vision

following?

http://www.smartinsights.com/blog/digital-marketing-strategy/vision-mission-statements-for-ecommerce-and-digital-marketing/

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Two tales of the path to digital excellence

http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

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The journey to digital

marketing

http://blogs.cisco.com/news/timeline-of-social-media-at-cisco/ http://video.forbes.com/fvn/cmo/how-cisco-does-social-media

Strategy Opportunity 1Content / engagement strategy

http://www.smartinsights.com/blog/digital-marketing-strategy/why-dont-many-companies-blog/http://www.asdamagazine.com/

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http://www.ruderfinn.com/rfrelate/intent/intent-index.html

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http://socialmediatoday.com/will-davis/278891/why-companies-say-they-want-social-media-really-want-content-marketing#comment-31665

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Developing your OVP• Core brand proposition = Marketing Mix:

•1 Who you are?•2 What you do?•3 Where you do it?•4 What makes you different?•5 How can our digital presence help you decide?

The OVP…

• OVP - Online Value Proposition • What can your provide to help/inform/entertain me

online? •Reinforces core brand proposition and credibility,

but messaging shows…•Different OVPs for different markets and audiences•Value that a site visitor get from your online brand

or campaign that…• They can’t get from you offline?• They can’t get from competitors?

•Develop content strategy to deliver OVPs•Communicate message forcefully: online and

offline

KeyPoint

http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/

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Is you content EXCEPTIONAL?

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www.i-to-i.com Video OVP

See tips: http://mashable.com/2010/12/12/marketing-web-video/

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Gaining site and business innovation ideas through Uservoice

Crowdsource!

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68% CTR229 downloads

Content strategy example

See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/

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Making it happen

http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/

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Do you need a content strategist?

• “Drive the development and organization of content that is useful, compelling and meaningful – directly on logitech.com and indirectly through distributed content”

http://jobs.mashable.com/a/jbb/job-details/379895

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Strategy opportunity 2 :Digital marketing optimisation

ModellingEffectiveness‘Doing the Right Thing’Research and Analysis

OptimisationEfficiency‘Doing the Thing Right’Continuous improvement

AutomationEfficiency‘Doing the Thing Right’Automated tools

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Q. How automated is your optimization?

Web analytics (WA)Purpose: Analyse customer website behaviour and marketing outcomes related to referrer segmentsVendors:Google Analytics, Omniture,Visual Sciences, Webtrends

Email Service ProvidersPurpose: ESPs broadcast and track emails as part of campaigns or automated contact strategyVendors:Email Reaction, Email Vision, Exact Target Silverpop, Responsys, Vertical Response

Website experimentationPurpose: AB testing and multivariate testing of alternative pages and journeysVendors: Google website Optimizer, Maxymiser, Offermatica, Omniture and Optimost

Website personalisationPurpose: Automated and rules-based recommendations and merchandising based on referrer, products browsed and/or customer dataVendors: atg, Fredhopper, Omniture Touch Clarity and Wunderloop

Ad tracking & optimisationPurpose: Serve display ads and optimise yield for advertisers and publishers. Also track other media channels such as affiliate and search to understand customer journeysVendors: Atlas, Doubleclick Dart plus WA vendors

Behavioural ad targetingPurpose: Serves relevant ads based on content consumed and audience profile. Also re-targeting of ad viewers potentially on advertisers site.Vendors: Advertising.com, Blue Lithium, Revenue Sciences, Tacoda

Enterprise analyticsPurpose: Provide analysis tools for creating dashboards and in-depth analysisVendors: Business Objects and Cognos plus WA vendors e.g. Omniture Discover

Paid search optimisationPurpose: Serves relevant ads based on content consumed and audience profile. Also re-targeting of ad viewers potentially on advertisers site.Vendors: Atlas Search, Efficient Frontier, Google conversion optimizer, Search Works

Marketing OptimisationPurpose: A hub to manage and automate performance improvements across customer contacts of acquisition, conversion and retention. Provide integration with E-CRM systemsVendors: Omniture, Web Trends, Visual Sciences.

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http://www.google.com/analytics/apps/results?category=Reporting%20Tools Recommended: Shuffle Point, GA Data Grabber

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Source:

Planned conversion optimisation

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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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Autoglass MVT case study - control

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TV Comparison

+2.4%

TV - Off

+6.4%

TV - On

-1.3% +14.8%

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Service message testing

+5.3%

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What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can help

iPerceptions http://www.4qsurvey.com/

“Bad web site. Difficult to find item as no search box provided for short cut”

“I can't find any prices on your website” “Would like to see where I can buy products from” .

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http://whatusersdo.com/pv.php?mode=sample

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Strategy opportunity 3 Right Touching = Engagement optimisation

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Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

Your email marketing capability?

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Example of dynamic content insertion

Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion

Tip. Change order of offersor features

according to segmentto increase relevance

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First-time visitor

Return visitor

Registered visitor

Purchased once

Newlyregistered visitor

Purchased Active

Purchased Inactive

Q. Do you have an event triggeredE-communications strategy?

BT - It’s all about past actions… “Recognition of activity”

Purchase Dispatched +7d

+14d +21d

Recognition ofprevious purchase

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Strategy opportunity 4 Social media marketing

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Driving traffic? That’s the old way

Source: Updated from an idea by the great David Hughes

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The beating heart pushing content out...

and encouraging interaction

AuthorsStaffReaders

NewsAlertsUpdates

CompetitionsDiscussion

Connection

NewsletterAlertsUpdates

Source: Updated from an idea by the great David Hughes

Yoursite

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See how: http://www.mindjumpers.com/blog/2010/10/hm%E2%80%99s-use-ofl-media/

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Opportunity 5:Display resurgence

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go

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Retargeting/remarketing example

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Opportunity 6: There’s an app for that!http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps/

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http://www.youtube.com/watch?v=v2vpvEDS00o

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Opportunity 7 (Threat) Googlization

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Opportunity 8:Social CRM

http://www.smartinsights.com/blog/digital-marketing-strategy/social-crm-strategy/

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• Recruiting to Twitter

• via a prize draw

• promoted in Twitter

Tip: Recruit to Twitter

via Email

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…And exclusive Facebook Benefits

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Opportunity 9:Multi-touch attributionhttp://bitly.com/betterattribution

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Multichannel attribution – who getsthe credit for sale?

Click SEO “Sun Holiday”

View MSN banner “Winter sun”

Click PPC “Hotels in Kos”

Click Tradedoubler Partner X

View Email “Special Offer”

Direct www.thomascook.com

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15/01

23/01

24/01

3/02

4/02

Click SEO “Thomas Cook”5/02

Event Campaign DetailDate Onsite activity Landing

Content

Confirm

Purchase

Source:

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Opportunity 10 (Threat): Privacy Wars

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Opportunity 11:Digital marketing = marketing?

http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

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http://www.smartinsights.com/digital-marketing-strategy-alerts/marketing-models/

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Let’s Connect! Questions & discussion welcome

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