Smartinsights - On the edge digital

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<ul><li>1 Driving Business Growth Using Digital Marketing On the Edge Digital Manchester 23rd May 2013 Dr Dave Chaffey CEO: Download presentation: </li><li>2 Latest 2013 inbound marketing research </li><li>3 Growth example: </li><li>4 Growth example: Cities sending traffic in February 2013 </li><li>5 </li><li>6 </li><li>7 </li><li>8 </li><li>9 Learning from the Growth Hackers Source: Learning from Growth Hackers post </li><li>10 Growth hacking tools? </li><li>11 A Growth hacking example Test 1 </li><li>12 Test 2 </li><li>13 </li><li>14 </li><li>15 Books Online advice and consulting About Dave Chaffey Code: SMARTEDGE (25% discount for 1 week only) </li><li>16 Strategy success factor 1 Digital marketing is marketing </li><li>17 One value proposition against another Source: Marketing Experiments </li><li>18 </li><li>19 </li><li>20 Autoglass mobile optimised site Mobile Value Proposition (MVP) </li><li>21 Strategy success factor 2 Develop your strategy </li><li>22 </li><li>23 </li><li>24 Strategy success factor 3 Apply customer insight </li><li>25 Customer feedback tools </li><li>26 Use on/offline personas </li><li>27See </li><li>28 Strategy success factor 4 Measurement and Optimization are your foundation </li><li>29 Will you get the balance right? Investment in CRO? Mobile and social are sexy, and important for the future. But today 98% of your revenue comes from Email, Affiliate, Display, Search. At least 50% of your attention / love / obsession should be to continuously get good at 98% of your revenue. You'll likely survive longer. : ) </li><li>30 Landing Page Lifetime: Continually Evolving Success Conversion rate has increased over ten times since 2008. We continually test and try new ideas and messages. Angel Springs now sets the standards others follow. 2008 2009 2011 2013 </li><li>31 </li><li>32 Source: Google Analytics vs Universal Analytics </li><li>33 Use Google Analytics MCF to understand true value 3 3 Measuring assists in Google Analytics Googles new social reports </li><li>34Tool: Googles new customer journey to online purchase tool </li><li>35 Strategy success factor 5 Create joined-up omnichannel journeys Smart Insights: ROPO summary of Google case </li><li>36 Consumer digital platform demand at Debenhams 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% Total Hourly Demand by Device Dotcom iPad Mobile Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams </li><li>37 88% Debenhams customers use mobile to browse vs. 12% purchase 0% 20% 40% 60% 80% 100% 120% Store Website msite Apps Browse vs. purchase channels Browse Purchase Mobile influencing store sales Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams </li><li>38 Barcode scanner driving mobile interactions in store Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams </li><li>39 Reviewing satisfaction levels by channel / platform Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams </li><li>40 Strategy success factor 6 Integrate search, social and email marketing </li><li>41 Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs + Google Agency Toolkit </li><li>42 Defining consuming search behaviours / targeting with qualifiers </li><li>43 </li><li>44 </li><li>45 Strategy success factor 7 Engagement is the biggest challenge </li><li>46 The problem with blogging </li><li>47 More what were looking for! </li><li>48 </li><li>49 Example of an integrated social media campaign </li><li>50 Strategy success factor 8 Use the latest best practice </li><li>51 2013 Best Practice SEO Outreach, e.g. guest blogging Engagement still Long Clicks Personalisation Google+ / SPYW? Rel=Author Google+ Local HREFLANG for international, etc AdWords Enhanced campaigns inc mobile Social extensions Google Shopping Re-marketing / Re-targeting Download presentation: </li><li>52 Lets Connect! Questions &amp; discussion welcome Blog Feeds ghts Email Newsletter 2013691 </li></ul>