o Consultant and trainer in Digital since 1997
o Author of 5 bestselling digital marketing
o CEO and Editor of SmartInsights.com - a
digital marketing advice site with 130,00
members in over 80 countries
o DIY templates, planning guides courses
o Customised in-company Training
o Annual Expert Pro Plan discount code:
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
Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme
Spot the winners
Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each
Newsletter Sent wk. 1 each month to all contacts with personalised content
Sent wk. 2 each month to all contacts
Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Content insertion Automation example
Monthly Planning Framework
Source: Harriet Mitchell Smart Insights Digital Impact conference
The RS Newsletter
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
Customised content: (Customer Lifecycle)
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Product modules can vary in number and format.
Maximum of 8 modules per email.
Optional modules for any local activity/information.
The HiPPO is…
“The Highest Paid
Coined by Analytics
and CRO specialists
None of us can second
guess our audience!
Trend #3 CRO and web experience
Has LinkedIn destroyed
marketing opportunities in 2016?
New, but axed: Remarketing
(Lead Accelerator through Bizo acquisition)
New: Slideshare and Lynda acquisition
LinkedIn Pulse blog platform gives some cut-through
Prohibitive CPCs on Ads / Sponsored Updates
Groups now spam ridden with auto-posting
Featuring products/services on pages long gone
What works for our SEO…
Keyword research –
2. Google Search
3. Content to help
our personas – 3X
day – linking to our
4. Updated evergreen
content – be lucky!
5. Internal linking
partnerships” – not
Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey or Stand 114
Show discount on annual Expert membership
Notes de l'éditeur
Based on common mistakes I see and opportunities for more sophisticated. Showing examples of good practice.
Start at centre with some of the mistakes, look at social and head offline. Checklist to review your practice.
Superlative: Epic, awesome, nuclear content
A. Won. The challenger was declared the winner at 90% confidence resulting in a 56.6% lift in conversions over the control.