Presented to the Annual Conference of the UK Chartered Institute of Marketing. 10 Tips to improve Internet Marketing

1. Digital Marketing Improving your results through digital channels Dave Chaffey

2. Rising investment in digital media (search, display ads) £ millions Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC ‘ 98 ‘ 08 Radio Outdoor Press classified Direct Mail Internet Press-display Television

4. Resources needed for large digital team! Source: Econsultancy (2008) Managing Digital Channel Best Practice Report, Author: Dave Chaffey

5. Agenda – Cost-effective digital marketing 10 Practical Tips SEO, Viral linkbait, PPC 1. Customer acquisition Email marketing, Right-touching 3. Customer retention & growth Usability, Trust + OVP 2. Customer conversion Watch out for… Digital Marketing Tips

6. 1. Customer acquisition

7. Tip 1. Use the Google Keyword tool to perform demand-gap analysis https://adwords.google.com/select/KeywordToolExternal Google Insights for Search example: http://bit.ly/4Fufq4

9. Tip 3. Control your brand messaging in the search results pages Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) <title> </title> tags <meta name=“description = > tags or Snippets from page or www.dmoz.org

11. Tip 4. Create viral marketing “linkbait”

13. Tip 6. Monitor and improve drivers of Quality Score for paid search Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups Definitions: CTR = Clickthrough rate Ad text relevance = Match of headline and description to search term Keyword relevance = Match of triggering keyword to search term

14. Good campaign structure leads to relevant ads leading to good quality score

15. 2. Conversion = Usability + Trust + Proposition

16. Beware “Banner Blindness” Source: http://www.useit.com/alertbox/banner-blindness.html

17. Amazon exploits top-left, top-right Source: Etre ( www.etre.com )

18. Run-of-Site Signup Key Outcomes + OVP Unique web phone number for tracking Customer-centric copy Questions answered

19. TRUST MATTERS

21. Should you risk reviews and ratings? Tip 7. Add customer authenticity

23. Action Scent Trail Value Scent Trail Persona Scent Trail Credibility Scent Trail

25. 4. Retention Email marketing

26. Email marketing works well, but what about the “emotionally unsubscribed”? Source: www.dma.org.uk

28. Q. Which targeting factors give best response? “ Sense And Respond” Communications

29. Automated Email Campaigns that Build… Welcome Email Time-limited offer Offer Extension

30. Tip 10. Integrate Email + Direct mail (or phone contacts) Combined response from e-mail and direct mail is 125% better than no e-mail. Response increases, 100% for direct mail piece. Source: E-consultancy Masterclass 2005 - BCA Pre-mail, with online response Teaser e-mail. No online response Direct Mail Direct Mail

31. Test! Test! Test! “Data Trumps Intuition” Test version A Send Volume: 10,000 Sample criteria: Random Click through rate: 6.1% Test version B Send Volume: 10,000 Sample criteria: Random Click through rate: 4.5% Main Broadcast Send Volume: 180,000 Click through rate: 5.8% Source: