The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
11 Joined-up Digital Marketing Strategies for 2011 - Dave Chaffey Smart Insights
1. 11 Digital MarketingStrategy issues for 2011 Dr Dave Chaffey, CEO, Smart Insights Presented to Fusion Marketing Experience: Brussels, 23rd March 2011 Download presentation from: SmartInsights.com/presentations
4. About Dave Chaffey Books Qualifications: Cert DigM and Dip DigM Best practice guides Analytics advice, software & consulting www.smartinsights.com/ Search & conversion consulting www.clickthrough-marketing.com
5. Do you have a digital marketing strategy? http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy
6. 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/
7. Two tales of the path to digital excellence http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
8. The journey to digitalmarketing http://video.forbes.com/fvn/cmo/how-cisco-does-social-media http://blogs.cisco.com/news/timeline-of-social-media-at-cisco/
12. Developing your OVP Key Point 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 http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/
16. 68% CTR 229 downloads Content strategy example See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/
17. Making it happen http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/
18. 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
19. ModellingEffectiveness‘Doing the Right Thing’Research and Analysis Optimisation Efficiency‘Doing the Thing Right’Continuous improvement Automation Efficiency‘Doing the Thing Right’Automated tools Strategy opportunity 2 : Digital marketing optimisation
28. What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://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” .
31. Your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission 31
32. Example of dynamic content insertion Tip. Change order of offers or featuresaccording to segmentto increase relevance 32 Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion
33. Q. Do you have an event triggered E-communications strategy? 33
34. BT - It’s all about past actions… “Recognition of activity” Purchase Dispatched +7d Recognition ofprevious purchase +14d +21d
36. Driving traffic? That’s the old way Source: Updated from an idea by the great David Hughes
37. The beating heart pushing content out...and encouraging interaction Newsletter Alerts Updates Your site Competitions Discussion Connection Authors Staff Readers News Alerts Updates Source: Updated from an idea by the great David Hughes