Techniques, tools and examples of integrated marketing to apply in 2014. Presented as a webinar by Dave Chaffey at the Smart Insights Digital Marketing summit.

1. Digital marketing Trends 2014
Dave Chaffey
Editor
SmartInsights.com
Integrating digital marketing will be a key challenge for many organisations
in 2014. This webinar explains different techniques and gives examples of
how to create more customer-centred campaigns and experiences.
Digital Marketing Priorities 2014
Brought to you by:
#PlanToSucceed

2. 22 Digital trends for 2014
see: http://bit.ly/smarttrends
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3. 3
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4. Source: Forrester
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5. 5
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6. Initial results from our Managing
Digital Marketing 2014 survey
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7. Aims of this webinar
NOT digital channel tools…



but channel INTEGRATION
Including:



Integration tools and techniques
Examples of integration
Please ask questions
throughout, we’ll discuss them at
the end
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8. Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
OVP = Online Value Proposition
= Brand Adding Value to Audience
 Help me do my job / live my life
 Help me develop / learn
 Help Make me look good
 Help Entertain Me!
 Help me Select and Use Products
MAKE YOUR SITES A DESTINATION
Integration Trend 1.
Putting Content Marketing at the Heart of Digital
http://bit.ly/smartovp
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9. Integration Trend 2:
“Epic, Viral, Nuclear” content
“Content marketing is a marketing and business process of creating and
distributing relevant and valuable content to attract, acquire, and
engage a clearly defined and understood target audience –
with the objective of driving profitable customer action”.
Joe Pulizzi www.contentmarketininstitute.com
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10. Vote: How do you rate
your content marketing?
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11. Integration Trend 3:
Developing a content marketing strategy
Specific responsibilities for:
Content marketing +/- SEO +/ Social media marketing +/- Email marketing
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12.  ACT
Integration Trend 3:
Developing a content marketing strategy
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13. Integration 4: Integrated
content calendars
Also need
themes:
Monthly
and/or
Weekly
Source: Velocity Partners
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14. Content marketing
review tool
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15. Build in reasons to share + add
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16. 16
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17. http://bit.ly/smartpersonas
Integration 5: Deeper persona insight
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18. Integration 6: Understanding, prioritising and
optimising omnichannel journeys
Source: Boston Consulting Group
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19. Persona Technique
Mental : Content model mapping
What is this
thing?
• Is it a web
service?
• How
different
from
desktop
software?
What can I
do with it?
Do I need
this ?
• Anything
new?
• How does it
work?
• Why
upgrade?
• What can I
do that’s
new?
What else do
I need?
Convince
me!
• System
requirement
s
• Who is it
for?
• Who is
using it?
(People like
me?)
• Can I try it?
Reassure
me!
OK what’s it
gonna cost?
• Can I
revert?
• Are my
personal
details and
data safe
• How does it
compare?
• How can I
save?
• Do I pay
more for
subscription
?
• Product visuals
• Offers/deals
• Features and benefits list or matrix. FAQ. Compare?
• Demo / trial
• +System rqmts
• Bonus addons
For an Event:
• Demo or trial
Functional questions:
• What? Scope of event? Why is it better
than others?
• Case studies
• When? Date, registration
• How? Will I benefit – Value Proposition
• Testimonials
What’s next? How do I register?
• Value questions:
• Who? Who are the speakers?/Exhibitors
• How will this site/event help me with my career?
• How will this site/event help me with my job?
• Security info
• Guarantee
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20. Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail
by Richard Sedley and Amanda Squires now of Seren
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21. Personalisation based on context
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22. Integration isn’t easy…
Michael Wiegand’s Mobile User Experience Hell & Toys”R”Us
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23. Integration 7 –
Selecting the best mix?
 REACH
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24.  REACH
Q. Which media work best for you?
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25. Investment (resource needed)
 REACH
AdWords
Facebook
custom audiences
Sponsored
Tweets
Influencer
PR
FBX
Retargeting
LinkedIn
Promoted Posts
Media related
PR
Facebook
Promoted Posts
AdWords
Remarketing
Social
amplification
Instagram
Integrated
engagement
campaigns
Vertical niche
campaigns
Blog
marketing
SEO
Effectiveness (potential sales volume)
Which paid, owned, earned media should we target?
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26. Watching the fastest growing…
FBX Retargeting
Email publisher audience targeting
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27. Trend 8. Marketing Automation
integrating IP, web + email scoring
Source: WOW Analytics
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28. MA Lead scoring flow
Source: WOW Analytics
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29. Integration trend 9:
Cross channel MA and Personalisation
i.e. Email, Web Social
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30. Integration Trend 10: Simplifying experience
and brand messages
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31. Integration Trend 11 Bespoke, immersive mobile experiences
https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
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32. W3C “One-web” alternatives
Approach
Advantages
Disadvantages
Responsive
Web Design
(RWD)
CSS Media Queries Single template
modify presentation for all devices
for device resolution gives speed and
cost benefits.
SEO?
Bigger page
weight
Compromises
experience for
higher
resolutions?
Client-side
Adaptive
Javascript on the
user’s device loads
different templates
based on device
resolution
• Complete
Maintenance of
rebuild of CSS additional code
not needed
• Only
resources
needed loaded
• Experience
customised for
devices
Server-side
Adaptive
Dynamic serving of
styles based on
device detection.
Smaller mobile
pages than other
approaches
Multiple
templates must
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be maintained

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34. Integration trend 12: / VOTE
Integrating different insight sources
Source: Google Analytics vs Universal Analytics
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35. ACTION
OPPORTUNITY
STRATEGY
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36. Which levers do pull when they’re changing?
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37. To get the best results,
Digital Strategy requires you to work both on
Efficiency and Effectiveness factors
 Efficiency:


“Doing the thing right”
Always-on operations
and optimisation
 Effectiveness:
“Doing the right thing”


Strategic actions that drive
Reach, Conversion and
Engagement
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38. Efficiency and Effectiveness
for the RACE framework
RACE
factors
Efficiency – “Hygiene factors”
Effectiveness – “Performance drivers”
Reach
•
•
•
On-page SEO, IA
AdWords account optimisation
Affiliate/ Display campaign
optimisation
•
•
•
•
Content marketing : Persona / journey
targeting
Customer journey optimisation
•
Information Architecture
Accessibility – multi-device
support
Blog / Content hub optimisation
Convert
•
•
CRO: Page-level experiments
Analytics quality
•
•
Online proposition quality: Marketing mix
Content marketing: Online merchandising
Engage
•
Content marketing: Primary
content
Social media optimisation
Email Delivery, Rendering,
Timing
•
•
•
•
Content marketing: Nuclear content
Social media community engagement
Customer satisfaction and loyalty drivers
Email marketing targeting and touch policy
Act
•
•
•
•
•
•
Online targeting quality
Content marketing 1: Content/editorial
quality
Content marketing 2: Campaign plan quality
Content marketing 3: Outreach/ partnering
quality
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39. Integration Trend 13:
Integrated planning
Source: Dan Bosomworth, Hierarchy of plans
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40. Integration Trend 14:
Marketers move from
T-Shaped to V-Shaped
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41. About SmartInsights.com
Actionable Marketing Advice
Recommended channel hub page:
SmartInsights.com/digital-marketing-strategy
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42. Thank you for listening and participating!
Questions & discussion welcome
SmartInsights.com
uk.linkedin.com/in/davechaffey
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