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eCommerce Marketing Trends 201815 questions to assess your readiness

Event City, Manchester, 11th October 2017

@DaveChaffey, co-founder of digital marketing advice site SmartInsights.com

www.slideshare.net/Smart-Insights

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Co-founder and Editor of SmartInsights.com - a marketing

advice community with > 1/2 million uniques/quarter.

Premium members in over 100 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.

Specialist Digital Marketing consultant, trainer and author since ‘97

Free Basic

membership

About Dave Chaffey

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Q1 Do you have a digital transformation programme?

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Q2 Is your lifecycle marketing effective and efficient?

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Customer lifecycle touchpoint review –gaps and optimisation needed!

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Please select the SINGLE marketing activity that you think will make the largest commercial impact in 2018 for your business?

• 1 Organic search

• 2 Paid search

• 3 Organic social

• 4 Paid social

• 5 CRO

• 6 Email / Marketing Automation

• 7 Machine Learning and Predictive Analytics

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Source: 15 applications of AI

Q3 Are you reviewing AI opportunities?

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Q4 Are you testing Conversational UI?

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Q5 Are you harnessing Google’s

SERP features?

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Q6 Are you investing in

programmatic andsupporting martech:

DMPs / CDPs?

Source: Latest IAB/PwC full year figures

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Q7 How can YouTube support your marketing?

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Q8 Are you REALLY mobile AND desktop optimised? NOT simply mobile first!

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How do your conversion rates compare?

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Q9 Are you mobile adaptive rather than responsive?

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Example of brand messages: USPs and OVPs

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Example of testing USPs/OVPs

• An A/B test that included USPs on the

homepage resulted in a 6.2% increase

in new visitor conversion rate and a

3.7% increase in overall conversion

rate.

• Following this, Eurostar created

targeted messaging for registered users

to increase the number of registrations

on site to help improve their customer

insights.

• Generating significant double-digit

increases in conversions for new users

Source: Monetate case study

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Rules-based

Machine-driven

AB testing

1:1

Optimisation

Segmentation

Q10 Are you using all these personalisationtechniques on site?

Source: Monetate / Retail Week

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• Rules-based, audience

targeting

• Outright control over

messaging

• Significant opportunities,

however remember…segments

can be diverse

• Examples include:

• New vs returning

• Device

• Marketing source

• Brand/product affinity

• Purchase behaviour

Double digit increase

New VisitorConversion

Results:

Source: Monetate case study

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Q11 How sophisticated is your email targeting?

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Q12 Are your promo panels dynamic?

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Q13 Are you ready for GDPR?

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Q14 Have you reviewed your capabilities?

Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

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Q15 Do you have the skills to compete?

Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan

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Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey

www.slideshare.net/Smart-Insights