digital marketing trends 2011

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11 #digitalmarketingTrends for 2011

Dr Dave Chaffey, CEO, Smart InsightsPresented to:

Manchester Metropolitan University Business School20th January 2010

Download presentation from: SmartInsights.com/presentations

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Not!

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Opportunities Threats and headaches

• Content / engagement strategy

7. Googlization

• 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 trends

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http://www.google.co.uk/search?q=digital+marketing+trends+

2011

Well worth a read:http://econsultancy.com/uk/blog/7014-digital-marketing-trends-2011-by-econsultancy-ceo-ashley-friedlein

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Books

Qualifications:

Cert DigM and Dip DigM

Best practice guides

About Dave Chaffey

Analytics advice, software & consulting www.smartinsights.com/beta

Search &conversionconsultingwww.clickthrough-marketing.com

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2010 consumer tech adoption

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Hype Cycles

http://www.smartinsights.com/blog/digital-marketing-strategy/technology-for-innovation-in-marketing/

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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

Trend 1:Content / engagement

strategy

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

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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

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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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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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Trend 2 :• Digital marketing optimisation

Modelling

Effectiveness‘Doing the Right Thing’Research and AnalysisOptimisation

Efficiency‘Doing the Thing Right’Continuous improvementAutomation

Efficiency‘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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Use Feedback tools for…“Why” not “What”

http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

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• Content may have been king in the 1990s but close proofreading is as important now as it ever has been. When writing about complex issues, it's important to get the syntax and sense of sentences right to help readers understand what you are trying to explain. Secondly, your site uses acronyms and jargon in a way which assumes detailed knowledge of digital marketing. This has the effect of alienating those of us who read your updates in the hope of learning and gaining an understanding of digital concepts. We get the feeling you're trying to show off with your clever terminology when, in fact, most marketing comes fown to common sense really. More emphasis on sense and plain English would imrove the usability of your site and newsletters. One rule to follow is to spell out acronyms the first time they are used. Don't assume understanding. Pureplays - eh? Integration of toolsets through APIs and XML feeds... This isn't a grammatical sentence: Refine and automate your contact strategies to support right touching requires investment in integrated contact strategies project upfront which is why many haven’t implemented yet. I could go on! Thanks

Ouch±!

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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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Trend 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 triggered

E-communications strategy?

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

Purchase Dispatched +7d

+14d +21d

Recognition ofprevious purchase

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Trend 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...

AuthorsStaffReaders

NewsAlertsUpdates

CompetitionsDiscussion

Connection

NewsletterAlertsUpdates

Source: Updated from an idea by the great David Hughes

Your

site

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Excuses why companiesdon’t engage through

blogs, social media?

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

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http://www.wired.com/magazine/2010/08/ff_webrip/all/1

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Trend 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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Trend 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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Trend 7:• Googlization

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Trend 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

5858

www.rapleaf.com

www.flowtown.com

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Trend 9:• Multi-touch attributionhttp://bitly.com/betterattribution

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Multichannel attribution – who gets

the 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

14/01

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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Date of purchase

Event num

Date of event Event Source Placement

Detail / keyphrase Order ID Revenue

05/02/2010 09:11 1

14/01/2010 08:54 Click SEO Google

Sun Holiday

WB10s6815 £2,156.11

05/02/2010 09:11 2

15/01/2010 08:54 View Display MSN

‘Winter Sun’ creative

WB10s6815 £2,156.11

05/02/2010 09:11 3

23/01/2010 08:54 Click PPC Google

Hotels in Kos

WB10s6815 £2,156.11

05/02/2010 09:11 4

24/01/2010 08:54 Click Affiliate

Tradedoubler

Partner 13562

WB10s6815 £2,156.11

05/02/2010 09:11 5

03/02/2010 08:54 View Email Welcome

Special Offer

WB10s6815 £2,156.11

05/02/2010 09:11 6

04/02/2010 08:54

Direct

WB10s6815 £2,156.11

05/02/2010 09:11 7

05/02/2010 08:54 Click SEO Google

Thomas Cook

WB10s6815 £2,156.11

Source:

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Trend 10:• Privacy Wars

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Trend 11:• Digital marketing = marketing?

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

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A final question…How agile are you?

• “It is not the strongest of the species that survives, nor the most intelligent that survives.

• It is the one that is the most adaptable to change.”

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IRW most companies, don’t• Update their site structure/layout

more than once every 3-5 years…

• Make time to do things differently as result of their analytics

• Have time for post-campaign reviews

• Use testing tools to review effectiveness of page elements

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Let’s Connect! Questions & discussion welcome

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