Dave Chaffey's talk on Fuelling Digital Marketing Success in larger organisations from Technology for Marketing & Advertising. One of a set of 3 seminars - this download is for larger organisations.

1. Fuelling
Digital
Marketing
Success
11 practical techniques
for large organisations
Dr Dave Chaffey
SmartInsights.com
Downloadsmartinsights.com/t
fma2014
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2. 2

3. What fuels
success?
Removing
your
profit leaks
:
across all
touchpoints
Read full article and download a free sample
chapter from Watertight Marketing by Bryony Thomas
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4. 11 techniques to fuel sucess
PLAN
 #1 Digital-specific plan | #2 Personas | #3 OVP
REACH
 #4 Content focused SEO/CM | #5 Paid media targeting
ACT
 #6 Managed journeys | #7 Marketing Automation
CONVERT
 #8 CRO | #9 Mobile-optimised experiences
ENGAGE
 #10 Obsess about loyalty | #11 Social amplification
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5. About Dave Chaffey
About Dave Chaffey
•
Author of 5 bestselling
marketing books now
working on 5th editions
•
Responsive for CXM at
SmartInsights.com a
marketing advice site
with Expert members in
over 50 countries
•
Insights Director at
agency ClickThrough
Marketing
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6. Start with a plan!
Key success factors

Customer insight

Marketplace review

SMART objectives

Persona creation

Digital SWOT summary
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7. #1 Create a digital-specific plan
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8. #2 Multichannel Personas
For each persona define preferences for:

Platforms
(web, email, mobile)

Platform usage (hours)

Content consumption:
General site types &
category-specific

Social media - content
creation & participation

Search behaviour

Trusted brands
www.dulux.co.uk
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9. #3: Define Brand OVP
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10. 10

11. 11

12. Improving Reach
Key success factors

Define success criteria

Select appropriate mix

Optimise most effective channels:

Search marketing

Outreach

Social media marketing
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13. 13

14. #4 Content-focused SEO/Content Marketing
Define the content sweet spot
AlfredJansen Communications
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15. 15

16. Use the Smart Insights Content Marketing Matrix for
a Structured evaluation of relevant content
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17. 17

18. Tip – use GWT to replace Not Provided
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19. Investment (resource needed)
#5 Paid media targeting
Tip: Review Display Network and
Remarketing options
AdWords
Generic
SEO
Generic
Facebook
custom audiences
Influencer
PR
FBX
Retargeting
LinkedIn
Promoted Posts
Media related
PR
Integrated
content
campaigns
Facebook
AdWords
Promoted Posts
Tail
AdWords
AdWords
PLA
Remarketing
SEO
AdWords
Social
Long Tail
Mobile
amplification
Blog
(Enhanced campaigns) marketing
Instagram
Sponsored
Tweets
Effectiveness (potential sales volume)
Example: Review effectiveness for your sector
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20. LinkedIn example
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21. Increasing InterACTion
Key success factors

Define key customer journeys for different platforms

Use Analytics to improve effectiveness

Select content to engage audience

Manage creation and promotion
of content
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22. #6. Managed journeys
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23. How effective is your scent?
Example SCENT TRAILS
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
WHERE / HOW TO BUY?
WHY CHOOSE US?
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24. Sites focused on the top tasks
www.volkswagen.co.uk
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25. www.barclaycard.co.uk
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26. Customer persona toolkit: http://bit.ly/smartpersonas
Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda
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Squires from Seren

27. #7. Marketing Automation
Customers
Entry level
5 - 8 triggers
Medium level
17 – 30 triggers
Regular
marketing
emails
Welcome
email
Behavioural
Cross sell
Activity
Non cross sell
Upper level
20 – 50 triggers
Nirvana
50 – 500 triggers
Nursery program
Not returned
in 14 days
Newsletter
Not
transacted
By product
Not
re-purchased
in 14 days
Repeat
abandoner
X-sell
programme
Process
abandonment
By content
group visited
Site
segmented
By product
Site down
apology
RFM
Content
triggers
Birthday
/ Xmas
Emails
Activity
flagging
Lapsed
Predictive
Lapsed /
Churn
Back in
stock alert
Customer service emails
Full marketing email program
Future
Release
alert
Site Activity program
Source:
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28. Review
Customer
Lifecycle
Touchpoints
:Halfords case study
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29. 29

30. Email 1: 45% Open Email 2: 38% Open
3.5% CTR
8.4% CTR
Intent follow-up – click on Category
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31. Increasing Conversion
Key success factors
 Create a CRO / optimisation process
 Improve mobile platform conversion and integration
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32. #8. CRO
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33. International CRO at ASOS.com
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34. Bps = basis points 1/100th of a %
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35. 35

36. #9 Mobile persuasion
Recommendation: Review leads, sales from different device, resolution Advanced Segments
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37. Improving Engagement
Key success factors
 Understanding the satisfaction gap
 Effective sharing through social media marketing
 Effective and efficient email marketing
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38. #10 Obsess about loyalty drivers
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39. Practical Tip – use
customer feedback tools
http://bit.ly/smartfeedback
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40. #11 Social media amplification
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41. From T-Shaped to V-Shaped
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42. Chat with us on Stand H24!
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43. Let’s Connect!
Questions & discussion welcome
SmartInsights.com
uk.linkedin.com/in/davechaffey
 Blog
www.smartinsights.com/blog
www.facebook.com/davechaffey
 Feeds
www.feedburner.com/smartinsi
ghts
ww.twitter.com/DaveChaffey
 Email Newsletter
https://plus.google.com/u/0/10625135037962
www.smartinsights.com
2013691
Download deck:
SmartInsights.com/tfma2014
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