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Creating a
Winning Global
Digital Strategy
For iLive 2013. Riga.
9th May 2013
Dr Dave Chaffey
CEO: SmartInsights.com
Download presentation:
SmartInsights.com/ilive2013/

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 Books  Online advice and consulting
www.smartinsights.com
About Dave Chaffey
http://www.youtube.com/watch?feature=player_embedded&v=c9_DVLRkDLQ

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Strategy success factor 1
Digital marketing is marketing

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One value proposition
against another…
Source: Marketing Experiments

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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.

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

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Ling’s Cars
Ling’s Cars

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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

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Choice limits motivation
Research: Kiyengar and Lepper (2000)

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Strategy success factor 2
Develop your strategy

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Strategy success factor 3
Apply customer insight

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Use on/offline personas

20See Forrester.com

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Strategy success factor 4
Measurement and Optimization are your foundation

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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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Source: Google Analytics vs Universal Analytics

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

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

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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

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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

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

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

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Customer journey analysis
Source Nate Elliot, Analyst at Forrester Research
Reach
layer
Interaction
layer
Transaction
layer
Example:
Sneakerpedia

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Strategy success factor 6
Integrate search, social and email marketing

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

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A case in point…

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Strategy success factor 7
Engagement is the biggest challenge

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Integrated local
social campaigns
http://www.youtube.com/watch?feature=player_embedded&v=zLZUMNR_okc

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Example of an integrated
social media campaign

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Strategy success factor 8
Think global, act local

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http://www.youtube.com/watch?feature=player_embedded&v=Z19vR1GldRI

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Let’s Connect!
Questions & discussion welcome
SmartInsights.com
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