Dave Chaffey's talk on Fuelling Digital Marketing Success in smaller organisations from Technology for Marketing & Advertising.
One of a set of 3 seminars - this download is for small and medium organisations.
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
4
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
5
6. Start with a plan!
Key success factors
Customer insight
Marketplace review
SMART objectives
Persona creation
Digital SWOT summary
6
18. Tip: Use paid and natural
Site links to explain
and persuade
18
19. 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
19
21. How effective is your scent?
Example SCENT TRAILS
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
WHERE / HOW TO BUY?
WHY CHOOSE US?
21
22. Landing Page Lifetime: Continually
Evolving Success
2008
2009
2011
2013
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.
22
24. #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:
24
25. Increasing Conversion
Key success factors
Create a CRO / optimisation process
Improve mobile platform conversion and integration
25
30. Improving Engagement
Key success factors
Understanding the satisfaction gap
Effective sharing through social media marketing
Effective and efficient email marketing
30
Fantastic interest in CXM – good to see = CXM matters
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Doug Kessler – Velocity Partners
Superlative: Epic, awesome, nuclear content
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social