the state of lifecycle marketing and automation 2016
TRANSCRIPT
1@DaveChaffey
The State of Lifecycle Measurement and AutomationDr Dave Chaffey. SmartInsights.com
Presented at TFM, London, 2016. Report and slides: http://go.smartinsights.com/tfm
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Lifecycle marketing opportunity
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Understand consumers
Marketing Techniques
Master Martech
Optimise platform
best practices
Process : integrate
marketing plans
The 5 pillars of improving marketing today
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About Dave Chaffey
Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million unique visitors each quarter.
Expert
members in over 80 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 membershipPaid Expert membership Paid Expert membership
Presented at TFM, London, 2016. Report and slides: http://go.smartinsights.com/tfm
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1. Customer behaviour – the biggest trend ?
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Growing multi-device ownership
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From Mobile-first to the Multichannel majority
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Desktop Purchase still #1 device
Source: Custora Ecommerce Pulse
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Recommended technique : Segment channels/journeys by device
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2. Marketing techniques
The eight key techniques every business needs to master
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Q. Which digital marketing activity will most INCREASE your
commercial returns in 2017? 1. “Big Data” 2. Content Marketing 3. Marketing Automation
(incl. email, lead scoring, personalisation) 4. Mobile Marketing 5. Conversion Rate Optimisation
14@DaveChaffeySmart Insights Digital marketing trends 2017 article
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The Big 3 digital channel sales drivers in retail sector (last click)
Source: Custora Ecommerce Pulse
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The reality = multiple touchpoints
Source: Google Customer Journey path to purchase study
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0
10
20
30
40
50
0-5 5-10 10-15 15-20 20-25 25-30 30-45 45-60 60-120
Conv
ersio
n Ra
te (%
)
Time to call after abandonment (minutes)
Plus offline conversion touchpoins important in many high purchase value sectors
Abandonment identified instantly
Typical session timeout detection
Normal
starting
point
SMS Conversion Rates
Email Conversion Rates
Source: Optilead
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Example call-back pop-up based on user behaviour
Source: Optilead
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Recommended technique : Use Attribution models and useMultichannel funnels in Google Analytics
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AdRoll US attribution report
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3. Marketing Technology
Q&A and Free poster version at Stand T1130
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Our Marketing technology stackPaid Owned and
AutomationEarned Experience Analytics Productivity
Yours? Tweet to #TFM16 one free, ideally new marketing tool ‘you couldn’t live without’
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30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools
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B2B-specific attribution
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Moving from descriptive topredictive measurement
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4. Marketing Platforms
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Platform best practices to watch for in 2017
AI and chatbots e.g. Messenger and All Updates to 200 X Google organic signals Paid media options to boost awareness and
conversion through segmented re-marketing Predictive analytics
Smart Insights Digital Media options cheatsheet
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AdWords innovations to trial and optimise in 2017
Expanded text ads for Mobile Mobile Bid adjustments Cross-device attribution Account-level sitelinks
Plus established nurturing techniques RLSA, Customer Match
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5. Integrate insight-driven marketing plans and processes
Define opportunity: Analytics review Capability audit - Identify improvements Model lead targets TOWs summary
Create strategy Review ALL touchpoints to generate ideas Map content to lifecycle communications Create comprehensive communications model
Prioritise actions Define recommendations Identify quick wins Longer-term improvements
34@DaveChaffeySource: PAC Omnichannel 2015 research
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Digital Transformation
Do you have a (Digital) Marketing Centre of Excellence?
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Let’s Connect! Questions & discussion welcome
on Stand H10 or SmartInsights.com
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Q&A and Free poster version at Stand T1130