SlideShare une entreprise Scribd logo
1  sur  88
1
Masterclass:
Right Touching
10 practical CXM
Techniques
For Webforum, Oslo.
Torsdag 13. mars
Dr Dave Chaffey
CEO: SmartInsights.com
2
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
3
Structure – examples to share?
4
CXM is about effective customer communications
“Right Touching” is:
A Multi-channel Communications Strategy
Customised for Individual Prospects and Customers
Which…
Delivers the Right Value Proposition
Accompanied by the Right Message
With the Right Tone
At the Right Time
With the Right Frequency and Interval
Using the Right Media / Communications channels
To achieve…
The right balance of value between both parties
Source: Dave Chaffey (2005, 2012):
Digital Marketing Strategy: Implementation and Practice
5
What is Customer Experience
Management?
Source: As defined by Forrester in 2011
6
Do you have a person
or team RESPONSIBLE
FOR CXM?
 Vote!
7
Which is most useful for
you to learn more about
best practices?
 1. Content marketing
 2. Conversion rate optimisation (website)
 3. Email marketing
 4. Mobile marketing
 5. Search marketing (SEO and PPC)
 6. Social media marketing
8
Start with a plan!
Key success factors
 Customer insight
 Marketplace review
 SMART objectives
 Persona creation
 Digital SWOT summary
9
Technique 1 Digital-specific SWOT
10
 P / G
 R
 A
 C
 E
11
SWOT-TOWS activity:
Selecting the right content types
 Purpose
 To define your challenges, opportunities and strategies to
overcome them
 Instructions / Process
 1. Review internal strengths and weaknesses
 2. Review external opportunities and threats
 3. Define strategies
 Timing
 10 minutes!
12
13
Strategy success factor
Apply customer insight
14
Which criteria should we target on?
Unknown
Demographic profile data
Lifestyle &
psychographics
Attitude &
preferences
Behaviour
q Past purchase
q Search term entered
q Offer clicked
Targetingvariablemost
predictiveofresponse
15
Targeting options to review?
Targeting approaches Method
1. Classic profile-based
demographic segmentation
Target customer groupings according to
their characteristics & motivations
2. Customer value Assess customers by current and future
value potential
3. Audience personas Target 2-10 typical customer journeys
4. Customer lifecycle Target messages according to length of
time using online services
5. Purchase and response
behaviour
Use “sense and respond” behavioual
targeting based on RFM
6. Channel preference Communicate with customer in their
preferred media (and according to value)
7. Tone and style preference Communicate with customers according
to their tastes inferred from demographics
or behaviour.
16
Tip – create a layered segmentation
- an example from eBay
17
Disclosed
Demographics
Clinique
use different styles
and tones for girls and
boys segments
18
Targeting customers based on value
Customer
potential
Customer
quality
high
low
low high
One time shoppers
with low potential
Average customers
Good customers Very good customers
15 % 15 %
60 % 10 %
Indicators for customer quality Indicators for customer potential
Order value per received catalogue
Order value per season
Gross margin in % of net sales
Returns in % of order value
Last date of purchase
Number of active seasons
Channel usage score
Number of different product categories
Source: Chris Poad, Otto, E-consultancy masterclass 2006
19
20
Targeting by Lifecycle personalisation –
typically using event-triggered email
First-time visitor
Return visitor
Registered visitor
Purchased once
Newly
registered visitor
Purchased
Active
Purchased
Inactive
Tesco.com
•“Logged-on”
•“Cautionary”
•“Developing”
•“Established”
•“Dedicated”
•“Logged-off”
21
BT - It’s all about past actions… “Recognition of activity”
Purchase
Dispatched +7d
+14d +21d
Recognition of
previous purchase
22
RF engagement scoring example
Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue
Scoring:
Recency
Low
1 = > 24months
2 = 19-24 months
3 = 13-18 months
4 = 7-12 months
5 = 0-6 months
High
Frequency
Low
1 = One purchases
2 = Two purchases
3 = Three
4 = Four
5 = Five
High
Note here boundaries are defined
to illustrate behaviour. There
are a different number in each group
23
CXM Technique 2. Personas &
Customer journey mapping
Source: Boston Consulting Group
24
25
For each persona define preferences for:
 Platforms
(web, email, mobile)
 Platform usage (hours)
 Content consumption:
General site types &
category-specific
 Social media - content
creation & participation
 Search behaviour
 Trusted brands
www.dulux.co.uk
26
Use on/offline personas
27See Forrester.com
28
Strategy success factor
Define value you offer
29
Betfair’s Mobile Value Proposition (MVP)
https://touch.betfair.com
Betfair‟s mobile app generated £1 billion of bets in
the last financial year. 168,000 used it‟s app, a 122
percent increase.
For 2012 c £2 billion, 15% of revenue 275,000
app users. Half of all UK customers have placed
bet.
30
Create a top-level Dashboard
B2B Example. Value??
Source: Michael Brenner
31
n Searches
% Brand
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
Page views/
visit
Act
Interaction
and leads
nLeads
%
Conversion
to lead
Goal value
per visit
Average
order value
Convert
Sales and
profit
nSales
%
Conversion
to sale
Sales
value
n Brand
mentions
Engage
Loyalty and
advocacy
% active
customers
% Customer
conversion
% existing
sales value
Volume Quality Value
Actionable RACE dashboard
32
What
are the
GOALS
for our
site?
| 32
• Brochure
thank you
• Value
assigned:
• E.G £3
• Call back
page
• E.G. £4
• Taster page
• E.G. £9
Call tracking with GA
33
Example assigning
value to goals
Practical B2B Tip: Assign value to Goals when leads generated
34
Measure your full funnel
 Measure top of
funnel
 Find pages and
template CTAs
which drive visitors
down funnel
 We use a custom
report (horizontal)
 Using testing to
optimise bottom of
funnel
35
36
Example tracked lead gen form
37
Improving Reach
Key success factors
 Define success criteria
 Select appropriate mix
 Optimise most effective channels:
 Search marketing
 Outreach
 Social media marketing
38
Technique 3. Targeted lifecycle media
Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
Long Tail
AdWords
Remarketing
Facebook
custom audiences
AdWords
Generic
Social
amplification
Media related
PR
Influencer
PR Integrated
content
campaigns
Blog
marketing
Sponsored
Tweets
Instagram
FBX
Retargeting
Facebook
Promoted Posts
LinkedIn
Promoted Posts
Tip: Review Display Network and
Remarketing options
AdWords
Tail
AdWords
PLA
AdWords
Mobile
(Enhanced campaigns)
SEO
Generic
39
Using POE media targeting to fit
the customer journey:
Select
supplier
(enquire)
„Tracker‟
Completing
„Hunter‟
Researching
„Explorer‟
Browsing
Directed goal-orientedUndirected, exploratory
Destination
purchase
(buy)
Define
requirements
Assess
supplier
capabilities
„Inspire
me‟
„What‟s out
there‟
Source: Mike Baxter, Sales Logiq
40
SEO strategy pillars : international business
Goals and performance
1. Conversion model:
Quality Engagements
2. Verify data source &
analytics accuracy
3. Volume, quality, value
trends analysis
4. Keyphrase gap
analysis by model
5. Page-level analysis
by model
On-site SEO activities
1. On-page
optimisation (TDKs*)
2. Internal
linking
3. Duplicate content
management
4. Content
creation and SMO
5. Universal or blended
search
Off-site SEO activities
1. Backlink
reconfiguration
2. Local content
link-building
3. Local PR
activity
4. Internal
linking
5. Influencer outreach
(SMO)
*TDKs = Page <title>, Description, Keyphrases in copy, headings, images
41
Brief SEM briefing = problems to avoid
 SEO
1. Insufficient key phrase
research and analysis
2. Index inclusion and
coverage poor
3. Content owners / editors
don‟t know rules of SEO
4. Insufficient unique
content
5. Internal linking strategies
not used
6. External link-building
tactics weak
 Pay Per Click
Importance of QS not
recognised, i.e.
1. Click through rate
2. Ad text relevance (copy)
3. Triggering text relevance
4. Landing page relevance
and speed
So, depends on brand,
copywriting, account
structure, match types
(broad, phrase, negative)
and testing.
42
 1. Content – requires depth
and detail “Epic/Nuclear”
 2. Different types of content
give traction
 3. Author authority and
social signals matters
 4. Links remain critical, but
bar for quality keeps going
up.
 5. Diverse anchor text
needed after Penguin
 6. Great design matters
 7. Guest posting comes
under increased
scrutiny
 8. Social continues to
exert a powerful
influence
 9. Mobile performance
and compatibility matter
 10. SEO is less tactics,
more strategy
Source: Search Engine Journal, MoZ ranking factors
SEO Trends and Signals = Content, Author and Sharing quality
43
Searchmetrics
2013 ranking
factors
 Hard to show, but
shows that
Keywords in text
are relatively
unimportant, but if
all other factors
are equal…Need
to give that
message
44
http://moz.com/blog/ranking-
factors-2013 - shows keywords
still important
45
How good is your checklist
for content owners and
editors?
 Step 1. Aims for page
 Main visitor type (s)
 Page goals
 Step 2. Which phrases?
 Use Google Keyword Tool
 Primary, secondary, tertiary
 Step 3. Name document
 Keyphrase1-Keyphrase2.html
 Step 4. Title tag
 Keyphrase dense :
15-25 chars
 Step 5. Meta tags
 Description < 300 characters
 Keywords
(Don‟t stuff)
Step 6. Body copy
Keyphrase density
Use synonyms, don‟t SPAM
Step 7. Heading styles
H1 same or distinct from title
H2,H3 – use secondary and tertiary
phrases for long tail
Step 8. Hyperlinks
Include keyphrase in anchor text.
Action verbs separate?
Consider external links
Step 9. Images
Include alt and title text
Provide caption
Step 10. Optimize
Track & Modify
46
Step 4 and 5 – Are you engineering
your Document meta data?
 <title>
 VERY IMPORTANT = Unique = Call-to-action
 2-3 keyphrases on left, - brand on right
 Google has around 60 characters= 8-10 words
 <meta name=“description” = Unique = Call-to-action
 FAIRLY IMPORTANT
 4-5 keyphrases in natural English, c150 characters
 <meta name=“keywords”
 UNIMPORTANT
 Include main target keyphrases comma separated
 File name and directory structure
 Use hyphens, include keywords, be sensible
site:www.domain.com
+ keyphrase
47
Identify Consumer search
behaviours NOT keyword lists
48
49
Tip – use GWT to replace Not Provided
50
Tip: Use paid and natural
Site links to explain
and persuade
51
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
52
Technique 4. Relevant Scent
 Vote!
53
How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILS
54
55
Does your experience align?
Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda
Squires from Seren
Customer persona toolkit: http://bit.ly/smartpersonas
56
Choice limits motivation
Research: Kiyengar and Lepper (2000)
57
Sites focused on users’ top tasks
www.volkswagen.co.uk
www.barclaycard.co.uk
58
Technique 5: Strategic Content Marketing
http://bit.ly/smartercontent
59
Does your content engage and persuade?
60
Content audit activity:
Selecting the right content types
 Purpose
 To create a process for relevant content type selection
 Instructions / In pairs
 1. Review existing content for a defined persona
 (2. Review competitor and out-of-sector content)
 3. Brainstorm new content ideas
 4. Select best content ideas using criteria
61
Activity – Content marketing matrix
Criteria?
 Rev/visit
 Demand+ lead ge
 Amplify
 Brand fit
 SEO
 Longevity
 Authority/Though
Leadership
 Individual pain po
 Repurposeability
 Risk/reward
62
Source: Velocity Partners
63
Source: Velocity Partners
64
Using tools for efficient
syndication
65
The problem with blogging…
66
More what we’re
looking for!
67
Influencer and partner outreach
http://bit.ly/smartoutreach
68
Influencer outreach – key
questions…
 Do we invest enough time in this?
 Who is responsible for this?
 What is our process for influencer marketing?
 How do we segment influencers?
 How do contact priority influencers?
 How do we measure success
 How do we scale this?
69
Technique 6. Marketing Automation
Automated Email Sequences > Targeted > Behavioural
70
How sophisticated is
your email marketing?
Customers
Welcome
email
Behavioural
Cross sell
Regular
marketing
emails
Site
segmented
Activity
flagging
RFM
Predictive
Lapsed /
Churn
By product
Site down
apology
Birthday
/ Xmas
Emails
Repeat
abandoner
Future
Release
alert
Back in
stock alert
Lapsed
Activity
Non cross sell
Not returned
in 14 days
Not
re-purchased
in 14 days
Process
abandonment
X-sell
programme
By product
Newsletter
Not
transacted
By content
group visited
Content
triggers
Entry level
5 - 8 triggers
Medium level
17 – 30 triggers
Upper level
20 – 50 triggers
Nirvana
50 – 500 triggers
Nursery program
Site Activity programFull marketing email program
Customer service emails
Source:
71
Your Email marketing /
Marketing Automation capabilities?
 Vote!
Stage 1. Initial
“Pray and Spray”
None
Email marketing
maturity stage
A. Goal-setting
and evaluation
B. Contact
strategy and
policy
C. Segmentation,
Targeting &
Personalisation
D. Marketing
integration
E. Test and
Learn
None:
Enewsletter /
Solus emails
0 Segments
Email marketing
independent
Limited
Stage 2. Managed
Limited relevance
List growth
Segmented
response
Basic
contact strategy
and rules
2-6 segments
Basic contact
strategy
Direct mail
and/or phone
integration
Subject line
Offer testing
Stage 3. Defined
Segmented
relevance
Marketing
outcomes
“Beyond the click”
Basic lifecycle
communications
Simple
event-triggered
Welcome reactivate
ESP, web
analytics & social
media integration
Template layouts
Stage 4. Quantitative
Contextual relevance
Subscriber
engagement
Individualised
contact strategy
Recency,
Frequency, Value
Auto-triggers
based on web
behaviour
Individual /
segment testing
Stage 5. Optimizing
Optimized relevance
Integrated web and
multichannel
Integrated
online & offline
contacts
Multi-layered
Dynamic content
insertion
Right-chanelling
based on value &
preference
Real-time and
multivariate
72
Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category
73
Increasing Conversion
Key success factors
 Create a CRO / optimisation process
 Understand multi-channel conversion
74
Technique 7. CRO
75
International CRO at ASOS.com
76
Bps = basis points 1/100th of a %
77
Technique 8. Smart Merchandising
78
Segmenting pages/product by performance
High Potential
(Problems)
Top
Performers
(Stars)
Low Potential,
Low Performance
(Dogs)
Consistent
Performers
(Cash Cows)
Conversion rate
Or conversion rate variance (add to basket) compared to average
Pageorproductpopularity(views)
orpageviewvariance(comparedtoaverage)
79
Example: product portfolio
80
Ongoing optimisation process
Source: Rich Page, Web Analytics Optimisation: An hour a day
81
Testing email offer in an abandoned
shopping cart email sequence
 1. Generic branded follow-up
email :
+10% conversion rate.
 2. Personalised remarketing
email with a promotional code
for a 5% discount time limited to
72 hours:
+100% conversion rate.
 3. Personalised remarketing
email with a promotional code
for a 5% discount time limited to
48 hours:
+200% conversion rate.
Source: Smart Insights case study
82
Improving Engagement
Key success factors
 Understanding the satisfaction gap
 Effective sharing through social media marketing
 Effective and efficient email marketing
83
Technique 9. Understanding loyalty drivers
84
Reviewing
E-loyalty at an
aggregate level:
“Net Promoter
Score”
 Vote!
85
Customer feedback tools
http://bit.ly/smartfeedback
86
Technique 10.
Map your
customer
lifecycle
touchpoints
and
Optimise
:Halfords case study
87
Source: Philips presenting on PlantoEngage.com
Testing for email marketing
88
Let’s Connect!
Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free-level, Basic member tools
 Sample planning templates
 Planning infographics
www.smartinsights.com/membership
Pro-level, Expert member learning
 7 Step Guides covering all digital marketing
 Online courses
 DIY Planning and optimisation templates in
Word, Excel and Powerpoint
 www.smartinsights.com/membership/expert-
member-reasons
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/

Contenu connexe

Tendances

TFM&A - Content Marketing ROI 2015 - Dave Chaffey - Smart Insights
TFM&A - Content Marketing ROI 2015 - Dave Chaffey - Smart InsightsTFM&A - Content Marketing ROI 2015 - Dave Chaffey - Smart Insights
TFM&A - Content Marketing ROI 2015 - Dave Chaffey - Smart Insights
Smart Insights
 
Content marketing-roi-dave-chaffey-smart-insights
Content marketing-roi-dave-chaffey-smart-insightsContent marketing-roi-dave-chaffey-smart-insights
Content marketing-roi-dave-chaffey-smart-insights
Smart Insights
 

Tendances (20)

5 things that still surprise me about Digital Marketing today
5 things that still surprise me about Digital Marketing today5 things that still surprise me about Digital Marketing today
5 things that still surprise me about Digital Marketing today
 
Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...
 
Digital marketing careers
Digital marketing careers Digital marketing careers
Digital marketing careers
 
How To Measure The Performance Of Your Content And Track ROI
How To Measure The Performance Of Your Content And Track ROIHow To Measure The Performance Of Your Content And Track ROI
How To Measure The Performance Of Your Content And Track ROI
 
TFM&A - Content Marketing ROI 2015 - Dave Chaffey - Smart Insights
TFM&A - Content Marketing ROI 2015 - Dave Chaffey - Smart InsightsTFM&A - Content Marketing ROI 2015 - Dave Chaffey - Smart Insights
TFM&A - Content Marketing ROI 2015 - Dave Chaffey - Smart Insights
 
Best Practice To Take Your Digital Content And Brand Global
Best Practice To Take Your Digital Content And Brand GlobalBest Practice To Take Your Digital Content And Brand Global
Best Practice To Take Your Digital Content And Brand Global
 
Creating more relevant, more responsive more value Event-triggered Emails
Creating more relevant, more responsive more value Event-triggered EmailsCreating more relevant, more responsive more value Event-triggered Emails
Creating more relevant, more responsive more value Event-triggered Emails
 
B2B Marketing Automation 2017
B2B Marketing Automation 2017B2B Marketing Automation 2017
B2B Marketing Automation 2017
 
Innovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trendsInnovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trends
 
Creating a Winning Digital Stategy
Creating a Winning Digital Stategy Creating a Winning Digital Stategy
Creating a Winning Digital Stategy
 
Improve Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call trackingImprove Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call tracking
 
Future proofing your marketing - Dave Chaffey
Future proofing your marketing - Dave ChaffeyFuture proofing your marketing - Dave Chaffey
Future proofing your marketing - Dave Chaffey
 
Managing digital-marketing-smart-insights-2015
Managing digital-marketing-smart-insights-2015Managing digital-marketing-smart-insights-2015
Managing digital-marketing-smart-insights-2015
 
10 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 202110 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 2021
 
Content marketing-roi-dave-chaffey-smart-insights
Content marketing-roi-dave-chaffey-smart-insightsContent marketing-roi-dave-chaffey-smart-insights
Content marketing-roi-dave-chaffey-smart-insights
 
10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnels10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnels
 
B2B marketing trends 2016
B2B marketing trends 2016 B2B marketing trends 2016
B2B marketing trends 2016
 
3 ways you're wasting your biddable media budget... and how to fix it!
3 ways you're wasting your biddable media budget... and how to fix it!3 ways you're wasting your biddable media budget... and how to fix it!
3 ways you're wasting your biddable media budget... and how to fix it!
 
What do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topicsWhat do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topics
 
Digital marketing best practice - Smart Insights
Digital marketing best practice - Smart InsightsDigital marketing best practice - Smart Insights
Digital marketing best practice - Smart Insights
 

En vedette

Online marketplace analysis - Smart insights - dave chaffey
Online marketplace analysis - Smart insights - dave chaffeyOnline marketplace analysis - Smart insights - dave chaffey
Online marketplace analysis - Smart insights - dave chaffey
Dave Chaffey
 
Digital Marketing Campaign For Innocent Drinks
Digital Marketing Campaign For Innocent DrinksDigital Marketing Campaign For Innocent Drinks
Digital Marketing Campaign For Innocent Drinks
Jessica Enright MSc QFA
 
Lunenburg, fred c the crisis management plan nfeasj v27 n4 2010
Lunenburg, fred c the crisis management plan nfeasj v27 n4 2010Lunenburg, fred c the crisis management plan nfeasj v27 n4 2010
Lunenburg, fred c the crisis management plan nfeasj v27 n4 2010
William Kritsonis
 

En vedette (19)

Creating a Winning Internet Strategy
Creating a Winning Internet StrategyCreating a Winning Internet Strategy
Creating a Winning Internet Strategy
 
Essential Ecommerce Marketing Tools
Essential Ecommerce Marketing ToolsEssential Ecommerce Marketing Tools
Essential Ecommerce Marketing Tools
 
Digital Strategy Success 2016
Digital Strategy Success 2016Digital Strategy Success 2016
Digital Strategy Success 2016
 
Digital Marketing Trends 2015
Digital Marketing Trends 2015Digital Marketing Trends 2015
Digital Marketing Trends 2015
 
Social media campaigns - 10 ingredients and examples for effective campaigns
Social media campaigns - 10 ingredients and examples for effective campaignsSocial media campaigns - 10 ingredients and examples for effective campaigns
Social media campaigns - 10 ingredients and examples for effective campaigns
 
Avoiding the 10 most common mobile marketing mistakes
Avoiding the 10 most common mobile marketing mistakesAvoiding the 10 most common mobile marketing mistakes
Avoiding the 10 most common mobile marketing mistakes
 
Digital Marketing in Higher Education - 5 Strategic Success Factors
Digital Marketing in Higher Education - 5 Strategic Success FactorsDigital Marketing in Higher Education - 5 Strategic Success Factors
Digital Marketing in Higher Education - 5 Strategic Success Factors
 
2014 Online Marketing Trends
2014 Online Marketing Trends2014 Online Marketing Trends
2014 Online Marketing Trends
 
Online marketplace analysis - Smart insights - dave chaffey
Online marketplace analysis - Smart insights - dave chaffeyOnline marketplace analysis - Smart insights - dave chaffey
Online marketplace analysis - Smart insights - dave chaffey
 
Creating an engaging Digital Strategy
Creating an engaging Digital StrategyCreating an engaging Digital Strategy
Creating an engaging Digital Strategy
 
Growing business through digital marketing
Growing business through digital marketingGrowing business through digital marketing
Growing business through digital marketing
 
Plan de Marketing 2.0
Plan de Marketing 2.0 Plan de Marketing 2.0
Plan de Marketing 2.0
 
Chapter 5 DIGITAL MARKETING
Chapter 5 DIGITAL MARKETINGChapter 5 DIGITAL MARKETING
Chapter 5 DIGITAL MARKETING
 
Digital Marketing Campaign For Innocent Drinks
Digital Marketing Campaign For Innocent DrinksDigital Marketing Campaign For Innocent Drinks
Digital Marketing Campaign For Innocent Drinks
 
Chapter 2 DIGITAL MARKETING
Chapter 2 DIGITAL MARKETINGChapter 2 DIGITAL MARKETING
Chapter 2 DIGITAL MARKETING
 
Chapter 3 DIGITAL MARKETING
Chapter 3  DIGITAL MARKETINGChapter 3  DIGITAL MARKETING
Chapter 3 DIGITAL MARKETING
 
Chapter 1 DIGITAL MARKETING
Chapter 1 DIGITAL MARKETINGChapter 1 DIGITAL MARKETING
Chapter 1 DIGITAL MARKETING
 
Dr. Fred C. Lunenburg, Escalation of Commitment - Published in the INTERNAT...
Dr. Fred C. Lunenburg,   Escalation of Commitment - Published in the INTERNAT...Dr. Fred C. Lunenburg,   Escalation of Commitment - Published in the INTERNAT...
Dr. Fred C. Lunenburg, Escalation of Commitment - Published in the INTERNAT...
 
Lunenburg, fred c the crisis management plan nfeasj v27 n4 2010
Lunenburg, fred c the crisis management plan nfeasj v27 n4 2010Lunenburg, fred c the crisis management plan nfeasj v27 n4 2010
Lunenburg, fred c the crisis management plan nfeasj v27 n4 2010
 

Similaire à Internet marketing workshop - Webforum 2014

Similaire à Internet marketing workshop - Webforum 2014 (20)

Rebranding on Linkedin - Playbook
Rebranding on Linkedin - PlaybookRebranding on Linkedin - Playbook
Rebranding on Linkedin - Playbook
 
Leveraging the Right Social Media and Digital Marketing Channels to Drve Growth
Leveraging the Right Social Media and Digital Marketing Channels to Drve GrowthLeveraging the Right Social Media and Digital Marketing Channels to Drve Growth
Leveraging the Right Social Media and Digital Marketing Channels to Drve Growth
 
10 Key Strategies to Deliver Optimal Customer Experience
10 Key Strategies to Deliver Optimal Customer Experience10 Key Strategies to Deliver Optimal Customer Experience
10 Key Strategies to Deliver Optimal Customer Experience
 
Increase Revenue with a Unified Digital Engagement Strategy
Increase Revenue with a Unified Digital Engagement StrategyIncrease Revenue with a Unified Digital Engagement Strategy
Increase Revenue with a Unified Digital Engagement Strategy
 
Online Marketing, Sales and Digital Strategy
Online Marketing, Sales and Digital StrategyOnline Marketing, Sales and Digital Strategy
Online Marketing, Sales and Digital Strategy
 
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013
 
Email + social marketing
Email + social marketingEmail + social marketing
Email + social marketing
 
Online Test, Target and Measurement - Nancy Shaver, Experian Marketing Services
Online Test, Target and Measurement - Nancy Shaver, Experian Marketing ServicesOnline Test, Target and Measurement - Nancy Shaver, Experian Marketing Services
Online Test, Target and Measurement - Nancy Shaver, Experian Marketing Services
 
eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing Success
eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing SuccesseMarketer breakfast - Digital Impact: Two Secrets to Online Marketing Success
eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing Success
 
Masterclass: Exceed Your Demand Generation Goals
Masterclass: Exceed Your Demand Generation GoalsMasterclass: Exceed Your Demand Generation Goals
Masterclass: Exceed Your Demand Generation Goals
 
Overview Of EMarketing
Overview Of EMarketingOverview Of EMarketing
Overview Of EMarketing
 
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ..."Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...
 
Using Email to Engage your Market
Using Email to Engage your MarketUsing Email to Engage your Market
Using Email to Engage your Market
 
Sapience Consultancy Joint Product - VerifyDigital
Sapience Consultancy Joint Product   - VerifyDigitalSapience Consultancy Joint Product   - VerifyDigital
Sapience Consultancy Joint Product - VerifyDigital
 
Marin Software Keynote - DDM Alliance Summit Marketing on Facebook
Marin Software Keynote - DDM Alliance Summit Marketing on FacebookMarin Software Keynote - DDM Alliance Summit Marketing on Facebook
Marin Software Keynote - DDM Alliance Summit Marketing on Facebook
 
12 Ways Insurance Providers Can Increase Lead Quantity And Quality in 2017
12 Ways Insurance Providers Can Increase Lead Quantity And Quality in 201712 Ways Insurance Providers Can Increase Lead Quantity And Quality in 2017
12 Ways Insurance Providers Can Increase Lead Quantity And Quality in 2017
 
Live Webinar: Using LinkedIn for Brand Marketing
Live Webinar: Using LinkedIn for Brand MarketingLive Webinar: Using LinkedIn for Brand Marketing
Live Webinar: Using LinkedIn for Brand Marketing
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineer
 
Applying The Science Of Measurement To The Art Of Advertising 1 March 2010...
Applying The Science Of Measurement To The Art Of Advertising    1 March 2010...Applying The Science Of Measurement To The Art Of Advertising    1 March 2010...
Applying The Science Of Measurement To The Art Of Advertising 1 March 2010...
 
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
 

Plus de Dave Chaffey

Plus de Dave Chaffey (6)

Create a Business Marketing Plan
Create a Business Marketing PlanCreate a Business Marketing Plan
Create a Business Marketing Plan
 
Content Marketing Priorities 2013
Content Marketing Priorities 2013Content Marketing Priorities 2013
Content Marketing Priorities 2013
 
Persuasive design priorities 2013
Persuasive design priorities 2013Persuasive design priorities 2013
Persuasive design priorities 2013
 
B2B Digital marketing priorities 2013
B2B Digital marketing priorities 2013B2B Digital marketing priorities 2013
B2B Digital marketing priorities 2013
 
Content and social media priorities 2013
Content and social media  priorities 2013Content and social media  priorities 2013
Content and social media priorities 2013
 
SEO Priorities for 2013
SEO Priorities for 2013SEO Priorities for 2013
SEO Priorities for 2013
 

Dernier

Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...
DUBAI (+971)581248768 BUY ABORTION PILLS IN ABU dhabi...Qatar
 
Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312
LR1709MUSIC
 
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
Boundify
 
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
bleessingsbender
 
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di PasuruanObat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 

Dernier (20)

PALWAL CALL GIRL ❤ 8272964427❤ CALL GIRLS IN PALWAL ESCORTS
PALWAL CALL GIRL ❤ 8272964427❤ CALL GIRLS IN PALWAL ESCORTSPALWAL CALL GIRL ❤ 8272964427❤ CALL GIRLS IN PALWAL ESCORTS
PALWAL CALL GIRL ❤ 8272964427❤ CALL GIRLS IN PALWAL ESCORTS
 
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deckPitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
 
Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...
 
NAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDE
NAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDENAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDE
NAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDE
 
HomeRoots Pitch Deck | Investor Insights | April 2024
HomeRoots Pitch Deck | Investor Insights | April 2024HomeRoots Pitch Deck | Investor Insights | April 2024
HomeRoots Pitch Deck | Investor Insights | April 2024
 
JHANSI CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JHANSI ESCORTS SERVICE PROVIDE
JHANSI CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JHANSI ESCORTS SERVICE PROVIDEJHANSI CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JHANSI ESCORTS SERVICE PROVIDE
JHANSI CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JHANSI ESCORTS SERVICE PROVIDE
 
Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312
 
PALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTS
PALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTSPALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTS
PALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTS
 
A DAY IN THE LIFE OF A SALESPERSON .pptx
A DAY IN THE LIFE OF A SALESPERSON .pptxA DAY IN THE LIFE OF A SALESPERSON .pptx
A DAY IN THE LIFE OF A SALESPERSON .pptx
 
WAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdfWAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdf
 
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
 
JAJPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JAJPUR ESCORTS SERVICE PROVIDE
JAJPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JAJPUR  ESCORTS SERVICE PROVIDEJAJPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JAJPUR  ESCORTS SERVICE PROVIDE
JAJPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JAJPUR ESCORTS SERVICE PROVIDE
 
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
Abortion pills in Jeddah ! +27737758557, cytotec pill riyadh. Saudi Arabia" A...
 
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptxThompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
 
The Art of Decision-Making: Navigating Complexity and Uncertainty
The Art of Decision-Making: Navigating Complexity and UncertaintyThe Art of Decision-Making: Navigating Complexity and Uncertainty
The Art of Decision-Making: Navigating Complexity and Uncertainty
 
Moradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in PenacovaMoradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in Penacova
 
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdfThe Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
 
Beyond Numbers A Holistic Approach to Forensic Accounting
Beyond Numbers A Holistic Approach to Forensic AccountingBeyond Numbers A Holistic Approach to Forensic Accounting
Beyond Numbers A Holistic Approach to Forensic Accounting
 
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di PasuruanObat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
 
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjwSCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
 

Internet marketing workshop - Webforum 2014

  • 1. 1 Masterclass: Right Touching 10 practical CXM Techniques For Webforum, Oslo. Torsdag 13. mars Dr Dave Chaffey CEO: SmartInsights.com
  • 2. 2 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
  • 4. 4 CXM is about effective customer communications “Right Touching” is: A Multi-channel Communications Strategy Customised for Individual Prospects and Customers Which… Delivers the Right Value Proposition Accompanied by the Right Message With the Right Tone At the Right Time With the Right Frequency and Interval Using the Right Media / Communications channels To achieve… The right balance of value between both parties Source: Dave Chaffey (2005, 2012): Digital Marketing Strategy: Implementation and Practice
  • 5. 5 What is Customer Experience Management? Source: As defined by Forrester in 2011
  • 6. 6 Do you have a person or team RESPONSIBLE FOR CXM?  Vote!
  • 7. 7 Which is most useful for you to learn more about best practices?  1. Content marketing  2. Conversion rate optimisation (website)  3. Email marketing  4. Mobile marketing  5. Search marketing (SEO and PPC)  6. Social media marketing
  • 8. 8 Start with a plan! Key success factors  Customer insight  Marketplace review  SMART objectives  Persona creation  Digital SWOT summary
  • 10. 10  P / G  R  A  C  E
  • 11. 11 SWOT-TOWS activity: Selecting the right content types  Purpose  To define your challenges, opportunities and strategies to overcome them  Instructions / Process  1. Review internal strengths and weaknesses  2. Review external opportunities and threats  3. Define strategies  Timing  10 minutes!
  • 12. 12
  • 14. 14 Which criteria should we target on? Unknown Demographic profile data Lifestyle & psychographics Attitude & preferences Behaviour q Past purchase q Search term entered q Offer clicked Targetingvariablemost predictiveofresponse
  • 15. 15 Targeting options to review? Targeting approaches Method 1. Classic profile-based demographic segmentation Target customer groupings according to their characteristics & motivations 2. Customer value Assess customers by current and future value potential 3. Audience personas Target 2-10 typical customer journeys 4. Customer lifecycle Target messages according to length of time using online services 5. Purchase and response behaviour Use “sense and respond” behavioual targeting based on RFM 6. Channel preference Communicate with customer in their preferred media (and according to value) 7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour.
  • 16. 16 Tip – create a layered segmentation - an example from eBay
  • 18. 18 Targeting customers based on value Customer potential Customer quality high low low high One time shoppers with low potential Average customers Good customers Very good customers 15 % 15 % 60 % 10 % Indicators for customer quality Indicators for customer potential Order value per received catalogue Order value per season Gross margin in % of net sales Returns in % of order value Last date of purchase Number of active seasons Channel usage score Number of different product categories Source: Chris Poad, Otto, E-consultancy masterclass 2006
  • 19. 19
  • 20. 20 Targeting by Lifecycle personalisation – typically using event-triggered email First-time visitor Return visitor Registered visitor Purchased once Newly registered visitor Purchased Active Purchased Inactive Tesco.com •“Logged-on” •“Cautionary” •“Developing” •“Established” •“Dedicated” •“Logged-off”
  • 21. 21 BT - It’s all about past actions… “Recognition of activity” Purchase Dispatched +7d +14d +21d Recognition of previous purchase
  • 22. 22 RF engagement scoring example Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue Scoring: Recency Low 1 = > 24months 2 = 19-24 months 3 = 13-18 months 4 = 7-12 months 5 = 0-6 months High Frequency Low 1 = One purchases 2 = Two purchases 3 = Three 4 = Four 5 = Five High Note here boundaries are defined to illustrate behaviour. There are a different number in each group
  • 23. 23 CXM Technique 2. Personas & Customer journey mapping Source: Boston Consulting Group
  • 24. 24
  • 25. 25 For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands www.dulux.co.uk
  • 29. 29 Betfair’s Mobile Value Proposition (MVP) https://touch.betfair.com Betfair‟s mobile app generated £1 billion of bets in the last financial year. 168,000 used it‟s app, a 122 percent increase. For 2012 c £2 billion, 15% of revenue 275,000 app users. Half of all UK customers have placed bet.
  • 30. 30 Create a top-level Dashboard B2B Example. Value?? Source: Michael Brenner
  • 31. 31 n Searches % Brand Reach Awareness and visits Unique visitors Bounce rate Revenue per visit Page views/ visit Act Interaction and leads nLeads % Conversion to lead Goal value per visit Average order value Convert Sales and profit nSales % Conversion to sale Sales value n Brand mentions Engage Loyalty and advocacy % active customers % Customer conversion % existing sales value Volume Quality Value Actionable RACE dashboard
  • 32. 32 What are the GOALS for our site? | 32 • Brochure thank you • Value assigned: • E.G £3 • Call back page • E.G. £4 • Taster page • E.G. £9 Call tracking with GA
  • 33. 33 Example assigning value to goals Practical B2B Tip: Assign value to Goals when leads generated
  • 34. 34 Measure your full funnel  Measure top of funnel  Find pages and template CTAs which drive visitors down funnel  We use a custom report (horizontal)  Using testing to optimise bottom of funnel
  • 35. 35
  • 37. 37 Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing
  • 38. 38 Technique 3. Targeted lifecycle media Effectiveness (potential sales volume) Investment(resourceneeded) SEO Long Tail AdWords Remarketing Facebook custom audiences AdWords Generic Social amplification Media related PR Influencer PR Integrated content campaigns Blog marketing Sponsored Tweets Instagram FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts Tip: Review Display Network and Remarketing options AdWords Tail AdWords PLA AdWords Mobile (Enhanced campaigns) SEO Generic
  • 39. 39 Using POE media targeting to fit the customer journey: Select supplier (enquire) „Tracker‟ Completing „Hunter‟ Researching „Explorer‟ Browsing Directed goal-orientedUndirected, exploratory Destination purchase (buy) Define requirements Assess supplier capabilities „Inspire me‟ „What‟s out there‟ Source: Mike Baxter, Sales Logiq
  • 40. 40 SEO strategy pillars : international business Goals and performance 1. Conversion model: Quality Engagements 2. Verify data source & analytics accuracy 3. Volume, quality, value trends analysis 4. Keyphrase gap analysis by model 5. Page-level analysis by model On-site SEO activities 1. On-page optimisation (TDKs*) 2. Internal linking 3. Duplicate content management 4. Content creation and SMO 5. Universal or blended search Off-site SEO activities 1. Backlink reconfiguration 2. Local content link-building 3. Local PR activity 4. Internal linking 5. Influencer outreach (SMO) *TDKs = Page <title>, Description, Keyphrases in copy, headings, images
  • 41. 41 Brief SEM briefing = problems to avoid  SEO 1. Insufficient key phrase research and analysis 2. Index inclusion and coverage poor 3. Content owners / editors don‟t know rules of SEO 4. Insufficient unique content 5. Internal linking strategies not used 6. External link-building tactics weak  Pay Per Click Importance of QS not recognised, i.e. 1. Click through rate 2. Ad text relevance (copy) 3. Triggering text relevance 4. Landing page relevance and speed So, depends on brand, copywriting, account structure, match types (broad, phrase, negative) and testing.
  • 42. 42  1. Content – requires depth and detail “Epic/Nuclear”  2. Different types of content give traction  3. Author authority and social signals matters  4. Links remain critical, but bar for quality keeps going up.  5. Diverse anchor text needed after Penguin  6. Great design matters  7. Guest posting comes under increased scrutiny  8. Social continues to exert a powerful influence  9. Mobile performance and compatibility matter  10. SEO is less tactics, more strategy Source: Search Engine Journal, MoZ ranking factors SEO Trends and Signals = Content, Author and Sharing quality
  • 43. 43 Searchmetrics 2013 ranking factors  Hard to show, but shows that Keywords in text are relatively unimportant, but if all other factors are equal…Need to give that message
  • 45. 45 How good is your checklist for content owners and editors?  Step 1. Aims for page  Main visitor type (s)  Page goals  Step 2. Which phrases?  Use Google Keyword Tool  Primary, secondary, tertiary  Step 3. Name document  Keyphrase1-Keyphrase2.html  Step 4. Title tag  Keyphrase dense : 15-25 chars  Step 5. Meta tags  Description < 300 characters  Keywords (Don‟t stuff) Step 6. Body copy Keyphrase density Use synonyms, don‟t SPAM Step 7. Heading styles H1 same or distinct from title H2,H3 – use secondary and tertiary phrases for long tail Step 8. Hyperlinks Include keyphrase in anchor text. Action verbs separate? Consider external links Step 9. Images Include alt and title text Provide caption Step 10. Optimize Track & Modify
  • 46. 46 Step 4 and 5 – Are you engineering your Document meta data?  <title>  VERY IMPORTANT = Unique = Call-to-action  2-3 keyphrases on left, - brand on right  Google has around 60 characters= 8-10 words  <meta name=“description” = Unique = Call-to-action  FAIRLY IMPORTANT  4-5 keyphrases in natural English, c150 characters  <meta name=“keywords”  UNIMPORTANT  Include main target keyphrases comma separated  File name and directory structure  Use hyphens, include keywords, be sensible site:www.domain.com + keyphrase
  • 48. 48
  • 49. 49 Tip – use GWT to replace Not Provided
  • 50. 50 Tip: Use paid and natural Site links to explain and persuade
  • 51. 51 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
  • 52. 52 Technique 4. Relevant Scent  Vote!
  • 53. 53 How effective is your scent? WHY CHOOSE US? WHERE / HOW TO BUY? NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> Example SCENT TRAILS
  • 54. 54
  • 55. 55 Does your experience align? Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren Customer persona toolkit: http://bit.ly/smartpersonas
  • 56. 56 Choice limits motivation Research: Kiyengar and Lepper (2000)
  • 57. 57 Sites focused on users’ top tasks www.volkswagen.co.uk www.barclaycard.co.uk
  • 58. 58 Technique 5: Strategic Content Marketing http://bit.ly/smartercontent
  • 59. 59 Does your content engage and persuade?
  • 60. 60 Content audit activity: Selecting the right content types  Purpose  To create a process for relevant content type selection  Instructions / In pairs  1. Review existing content for a defined persona  (2. Review competitor and out-of-sector content)  3. Brainstorm new content ideas  4. Select best content ideas using criteria
  • 61. 61 Activity – Content marketing matrix Criteria?  Rev/visit  Demand+ lead ge  Amplify  Brand fit  SEO  Longevity  Authority/Though Leadership  Individual pain po  Repurposeability  Risk/reward
  • 64. 64 Using tools for efficient syndication
  • 65. 65 The problem with blogging…
  • 67. 67 Influencer and partner outreach http://bit.ly/smartoutreach
  • 68. 68 Influencer outreach – key questions…  Do we invest enough time in this?  Who is responsible for this?  What is our process for influencer marketing?  How do we segment influencers?  How do contact priority influencers?  How do we measure success  How do we scale this?
  • 69. 69 Technique 6. Marketing Automation Automated Email Sequences > Targeted > Behavioural
  • 70. 70 How sophisticated is your email marketing? Customers Welcome email Behavioural Cross sell Regular marketing emails Site segmented Activity flagging RFM Predictive Lapsed / Churn By product Site down apology Birthday / Xmas Emails Repeat abandoner Future Release alert Back in stock alert Lapsed Activity Non cross sell Not returned in 14 days Not re-purchased in 14 days Process abandonment X-sell programme By product Newsletter Not transacted By content group visited Content triggers Entry level 5 - 8 triggers Medium level 17 – 30 triggers Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Site Activity programFull marketing email program Customer service emails Source:
  • 71. 71 Your Email marketing / Marketing Automation capabilities?  Vote! Stage 1. Initial “Pray and Spray” None Email marketing maturity stage A. Goal-setting and evaluation B. Contact strategy and policy C. Segmentation, Targeting & Personalisation D. Marketing integration E. Test and Learn None: Enewsletter / Solus emails 0 Segments Email marketing independent Limited Stage 2. Managed Limited relevance List growth Segmented response Basic contact strategy and rules 2-6 segments Basic contact strategy Direct mail and/or phone integration Subject line Offer testing Stage 3. Defined Segmented relevance Marketing outcomes “Beyond the click” Basic lifecycle communications Simple event-triggered Welcome reactivate ESP, web analytics & social media integration Template layouts Stage 4. Quantitative Contextual relevance Subscriber engagement Individualised contact strategy Recency, Frequency, Value Auto-triggers based on web behaviour Individual / segment testing Stage 5. Optimizing Optimized relevance Integrated web and multichannel Integrated online & offline contacts Multi-layered Dynamic content insertion Right-chanelling based on value & preference Real-time and multivariate
  • 72. 72 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
  • 73. 73 Increasing Conversion Key success factors  Create a CRO / optimisation process  Understand multi-channel conversion
  • 76. 76 Bps = basis points 1/100th of a %
  • 77. 77 Technique 8. Smart Merchandising
  • 78. 78 Segmenting pages/product by performance High Potential (Problems) Top Performers (Stars) Low Potential, Low Performance (Dogs) Consistent Performers (Cash Cows) Conversion rate Or conversion rate variance (add to basket) compared to average Pageorproductpopularity(views) orpageviewvariance(comparedtoaverage)
  • 80. 80 Ongoing optimisation process Source: Rich Page, Web Analytics Optimisation: An hour a day
  • 81. 81 Testing email offer in an abandoned shopping cart email sequence  1. Generic branded follow-up email : +10% conversion rate.  2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.  3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: Smart Insights case study
  • 82. 82 Improving Engagement Key success factors  Understanding the satisfaction gap  Effective sharing through social media marketing  Effective and efficient email marketing
  • 83. 83 Technique 9. Understanding loyalty drivers
  • 84. 84 Reviewing E-loyalty at an aggregate level: “Net Promoter Score”  Vote!
  • 87. 87 Source: Philips presenting on PlantoEngage.com Testing for email marketing
  • 88. 88 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free-level, Basic member tools  Sample planning templates  Planning infographics www.smartinsights.com/membership Pro-level, Expert member learning  7 Step Guides covering all digital marketing  Online courses  DIY Planning and optimisation templates in Word, Excel and Powerpoint  www.smartinsights.com/membership/expert- member-reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/

Notes de l'éditeur

  1. A toolkit
  2. 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
  3. Ben Carter
  4. 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
  5. Customer Experience often starts here
  6. Search continues to be a major driver of visits, leads and sales for many businesses, so it’s important that companies, or their agencies are on top of the latest changes in the Google algorithm. I recommend the 10 factors in the Search Engine Journal summary for the best practical guidance in 10 areas, you can look at the SEOmoz factors, but this is more technical, less practical.
  7. 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
  8. Superlative: Epic, awesome, nuclear content
  9. 200 in initial period, but 200 doubled
  10. 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
  11. 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