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1@DaveChaffey
ESSENTIAL DIGITAL MARKETING
TOOLS FOR ECOMMERCE 2016
Dr Dave Chaffey. SmartInsights.com
Download: http://slideshare.net/davechaffey

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2@DaveChaffey
So many tools, so many tasks,
so little time!
AGENDA
Tools to help you
boost sales across all
customer touchpoints
 Reach
 Act
 Convert
 Engage

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3@DaveChaffey
About Dave Chaffey
Co-founder and Editor of SmartInsights.com - a marketing advice
community with > 1 million unique visitors each quarter. Expert
members in over 80 countries use our planning guides, templates
and online courses to Plan, Manage and Optimise their digital
marketing. We also offer consulting and training for members.
Download our free tools guide:
http://bit.ly/smartdigitaltools
Specialist Digital Marketing consultant, trainer and author since ‘97.

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4@DaveChaffey

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5@DaveChaffey

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6@DaveChaffey
Q. Which digital marketing activity
will most increase YOUR
commercial returns in 2016?
 1. “Big Data”
 2. Content Marketing
 3. Marketing Automation
(incl. email, lead scoring, personalisation)
 4. Mobile Marketing
 5. Conversion Rate Optimisation

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7@DaveChaffey
Download Managing Content
Marketing Europe 2016 report
http://hubs.ly/H02xJnl0

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8@DaveChaffey
Free download: http://bit.ly/smartgraphics
Create a framework!

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9@DaveChaffeyDownload: http://bit.ly/smartdigitaltools

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10@DaveChaffey
30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools

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11@DaveChaffey
How we chose the tools
 1. The most popular tools by volume of usage – so
widely used, freemium or lower cost tools tend to
be ranked most highly except in categories of
enterprise tools.
 2. Services we use or are familiar with and are
rated highly by tools review sites. Voice of the
Crowd from G2Crowd, Capterra, Trust Radius,
Alternative To.
 3. Services suitable for small and mid-size
businesses with limited tools budgets.

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12@DaveChaffey
30 Digital Tools categories #2
Download: http://bit.ly/smartdigitaltools

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13@DaveChaffey
Questions prompted?!
 Is ‘Best-of-breed’ or ‘all-in-one’ best?
 Can Marketing Clouds deliver?
 How do we avoid ‘Analysis Paralysis’

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14@DaveChaffey
Recommended Tool: Marketizator !

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15@DaveChaffey
What’s Hot with you?
Please tweet a new specific
Digita tactic or tool in each
section you won’t be able to live
without in 2017 to…
@Marketizator

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16@DaveChaffeySource: Scott Brinker (@ChiefMartech)
With thanks to… Scott Brinker

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17@DaveChaffey
…and Brian Solis

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18@DaveChaffey
But, remember that…
“Tools won’t get you far
without
Plans, People and Processes
to optimise your
customer experience”

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19@DaveChaffey

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20@DaveChaffey
You also
need to get
the HiPPO
on board

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21@DaveChaffey
Improving Reach

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22@DaveChaffey
Search and Email Marketing Still Rock!
“Social Sucks” or does it?!
Source: Custora Pulse

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23@DaveChaffey
Recommended tool: Similar Web

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24@DaveChaffey
Increasing InterACTion

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25@DaveChaffey
Recommended Tool – Hot Jar

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26@DaveChaffeySource: comScore Global Future in Focus
Define and optimize conversion pathways
Why IS “mobile first” is a mantra?
“MULTICHANNEL EXPERIENCE” SHOULD BE

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27@DaveChaffey
Is mobile responsive sufficient?

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28@DaveChaffey
AO.com adaptive

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29@DaveChaffey
Increasing Conversion

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30@DaveChaffey
The CRO mindset + process
Source: Chris Goward - WiderFunnel

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31@DaveChaffey
UK Ecommerce example of mindset

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32@DaveChaffey
Recommended Tool: Convert.com

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33@DaveChaffey
Pop-ups still work really well
(unfortunately)
Source: Kath Pay on Smart
Insights

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34@DaveChaffey
Our experience = it works!
Test example from Convert.com

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35@DaveChaffey

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36@DaveChaffey

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37@DaveChaffey

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38@DaveChaffey
Source @OptimiseorDie
http://www.youtube.com/watch?v=VRYbpfrrxbg

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39@DaveChaffey
Improving Engagement

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40@DaveChaffey
Understanding and act on loyalty drivers

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41@DaveChaffey
Practical Tip – using customer feedback tools
http://bit.ly/smartfeedback

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42@DaveChaffey
Recommended tool: Talkwalker Alerts

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43@DaveChaffey

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44@DaveChaffey

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45@DaveChaffey
Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
Free interactive tool – review your digital
capabilities