1. 1
Driving Business
Growth Using
Digital Marketing
On the Edge Digital
Manchester 23rd May 2013
Dr Dave Chaffey
CEO: SmartInsights.com
Download presentation:
SmartInsights.com/ote2013/

2. 2
Latest 2013 inbound marketing research

3. 3
Growth example: Hubspot.com

4. 4
Growth example: ASOS.com
Cities sending traffic in February 2013

5. 5

6. 6

7. 7

8. 8

9. 9
Learning
from
the
Growth
Hackers
Source: Learning from Growth Hackers post

10. 10
Growth hacking tools?

11. 11
A Growth hacking example…
Test 1

12. 12
Test 2

13. 13

14. 14

15. 15
 Books  Online advice and consulting
www.smartinsights.com
About Dave Chaffey
Code: SMARTEDGE (25% discount for 1 week only)

16. 16
Strategy success factor 1
Digital marketing is marketing

17. 17
One value proposition
against another…
Source: Marketing Experiments

18. 18

19. 19

20. 20
Autoglass mobile optimised site –
Mobile Value Proposition (MVP)
www.autoglass.co.uk
http://m.autoglass.co.uk

21. 21
Strategy success factor 2
Develop your strategy

22. 22

23. 23

24. 24
Strategy success factor 3
Apply customer insight

25. 25
Customer feedback tools
http://bit.ly/smartfeedback

26. 26
Use on/offline personas

27. 27See Forrester.com

28. 28
Strategy success factor 4
Measurement and Optimization are your foundation

29. 29
Will you get the balance right?
Investment in CRO?
Mobile and social are sexy, and important for the future. But today
98% of your revenue comes from Email, Affiliate, Display, Search.
At least 50% of your attention / love / obsession should be to
continuously get good at 98% of your revenue.
You'll likely survive longer. : )

30. 30
Landing Page Lifetime: Continually
Evolving Success
 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.
2008 2009 2011 2013

31. 31

32. 32
Source: Google Analytics vs Universal Analytics

33. 33
Use Google Analytics MCF
to understand true value
3
3
Measuring assists in Google Analytics
Google’s new social reports

34. 34Tool: Google’s new customer journey to online purchase tool

35. 35
Strategy success factor 5
Create joined-up omnichannel journeys
Smart Insights: ROPO summary of Google case

36. 36
Consumer digital platform
demand at Debenhams
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Total Hourly Demand by Device
Dotcom
iPad
Mobile
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

37. 37
88% Debenhams customers use mobile to browse vs. 12% purchase
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchase channels
Browse
Purchase
Mobile influencing store sales
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

38. 38
Barcode scanner driving mobile
interactions in store
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

39. 39
Reviewing satisfaction levels by
channel / platform
Source: With thanks to Sarah Bailie,
Mobile commerce manager at Debenhams

40. 40
Strategy success factor 6
Integrate search, social and email marketing

41. 41
Group common search behaviours
NOT keyword LISTS:
Need: treatment/surgery
Concerns: risks/costs
<Need> + <Qualifiers>
Google Agency Toolkit

42. 42
Defining consuming search
behaviours / targeting with qualifiers

43. 43

44. 44

45. 45
Strategy success factor 7
Engagement is the biggest challenge

46. 46
The problem with blogging…

47. 47
More what we’re
looking for!

48. 48

49. 49
Example of an integrated
social media campaign

50. 50
Strategy success factor 8
Use the latest best practice

51. 51
2013 Best Practice
 SEO
 Outreach, e.g. guest
blogging
 Engagement – still
“Long Clicks”
 Personalisation –
Google+ / SPYW?
 Rel=“Author”
 Google+ Local
 HREFLANG for
international,
etc
 AdWords
 Enhanced
campaigns
inc mobile
 Social extensions
 Google Shopping
 Re-marketing /
Re-targeting
Download presentation:
SmartInsights.com/ote2013/

52. 52
Let’s Connect!
Questions & discussion welcome
SmartInsights.com
 Blog
www.smartinsights.com/blog
 Feeds
www.feedburner.com/smartinsi
ghts
 Email Newsletter
www.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
ww.twitter.com/DaveChaffey
https://plus.google.com/u/0/10625135037962
2013691