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Creating a Winning Digital Stategy

  1. 1 Creating a Winning Global Digital Strategy For iLive 2013. Riga. 9th May 2013 Dr Dave Chaffey CEO: Download presentation:
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  7. 7  Books  Online advice and consulting About Dave Chaffey
  8. 8 Strategy success factor 1 Digital marketing is marketing
  9. 9 One value proposition against another… Source: Marketing Experiments
  10. 10 Betfair’s Mobile Value Proposition (MVP) 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.
  11. 11 Autoglass mobile optimised site – Mobile Value Proposition (MVP)
  12. 12 Ling’s Cars Ling’s Cars
  13. 13 This month (Feb 2012) so far, I have sold 18 Merc C- Class (to chose a significant car). That is a £30k car. Payments will typically be more than £12,000 of payment commitment over 3-years. Try converting and getting an order for £12,000 from a website! Therefore I have to try harder than most websites... Yes, many people will take one look, or make one visit and leave, never to come back. Many people complain about retina burn etc. But, so what? I *HAVE* to polarise visitors, and get them to choose to stay or go. It's no good being average, no one would commit to £12k of payments over 3 years if I was average. So the argument that I get drop-off is very valid. Source: Ling’s cars and the art of persuading visitors to buy
  14. 14 Choice limits motivation Research: Kiyengar and Lepper (2000)
  15. 15 Strategy success factor 2 Develop your strategy
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  18. 18 Strategy success factor 3 Apply customer insight
  19. 19 Use on/offline personas
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  21. 21 Strategy success factor 4 Measurement and Optimization are your foundation
  22. 22 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. : )
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  24. 24 Source: Google Analytics vs Universal Analytics
  25. 25 Use Google Analytics MCF to understand true value 2 5 Measuring assists in Google Analytics Google’s new social reports
  26. 26 Strategy success factor 5 Create joined-up omnichannel journeys Smart Insights: ROPO summary of Google case
  27. 27 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
  28. 28 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
  29. 29 Barcode scanner driving mobile interactions in store Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
  30. 30 Reviewing satisfaction levels by channel / platform Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
  31. 31 Customer journey analysis Source Nate Elliot, Analyst at Forrester Research Reach layer Interaction layer Transaction layer Example: Sneakerpedia
  32. 32 Strategy success factor 6 Integrate search, social and email marketing
  33. 33 Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs <Need> + <Qualifiers> Google Agency Toolkit
  34. 34 A case in point…
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  37. 37 Strategy success factor 7 Engagement is the biggest challenge
  38. 38 Integrated local social campaigns
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  40. 40 Example of an integrated social media campaign
  41. 41 Strategy success factor 8 Think global, act local
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  44. 44 Let’s Connect! Questions & discussion welcome  Blog  Feeds ghts  Email Newsletter

Notes de l'éditeur

  1. A toolkit
  2. Ben Carter
  3. Identify qualifiers+ risks+ costs+ treatment
  4. Created by Ogilvy Agentina, this campaign combined what many guys like most; football, beer and a night on the town with their mates, into an oversized game of pool, played with mini soccer balls.The experiential campaign was launched at an event for 600 people, who played in teams of two, on a pool table over 7 metres long, complete with a built in fridge full of Budweiser, of course! The entire event was broadcast live on Fox Sports and ESPN to huge success, and the inside word is that pubs across Buenos Aires in Argentina, were reputedly scrambling to replicate “Poolball” due to an overwhelming demand from the people!