In this member webinar hosted by digital strategist Dr Dave Chaffey, co-founder of Smart Insights explains techniques to help you review your digital capabilities, set your future direction and articulate strategy to colleagues. You will learn how to: > Discover the digital maturity of your business > Define goals needed to achieve transformation > Plan and prioritize activities to integrate digital > Influence company culture and instil a process of continuous improvement Includes examples from a range of sectors including leaders from some generally less mature industries such as Manufacturing, Aerospace and Defence, Higher Education, Financial Services, Engineering and Construction.

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
Benchmarking your Digital Future
Dr Dave Chaffey, co-founder and
Content Director, Smart Insights

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Martech is only part of transformation
Source: Inside Google’s Data Centers

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This is why digital transformation matters

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Agenda
• The 5 pillars of omnichannel transformation
• How to:
• Assess digital maturity
• Set goals
• Plan and prioritize
• Facilitate change

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Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > ½
million uniques/quarter.
Premium members in over 120
countries use our planning
guides, templates and online
courses to Plan, Manage and
Optimize their digital marketing.
We also deliver consulting and
training for members.
Digital Marketing strategist, consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey
and Smart Insights

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Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Do ask questions at any point via the Questions panel
• Share viewpoints or questions via @SmartInsights
• Give your views in the votes
• We will leave c10 minutes for Q&A at end

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Poll – what are your plans for transformation?
• A: No plans to run a transformation programme
• B: Planning a programme within 12 months
• C: Just started (within 2 years)
• D: Mature programme (in place for 2 years)

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For comparison…

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What should we benchmark?
Auditing the 5 pillars of omnichannel transformation

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Designing
Audience > value
proposition fit.
Digital branding.
Planning UX,
Content and
Communications
priorities
Optimizing
platform
best practices
Managing
Brand, People
and Process
Mastering
Martech, Data
and Insight
The 5 pillars of omnichannel transformation

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Pillar 1. Omnichannel value proposition AND
lifecycle contact strategy
Develop your Digital Value Proposition =
• Digital augmented products and buyer journeys
• Content engagement strategy
• CX + UX : User and Customer Experience
• Brand personality and Tone-of-voice
• Omnichannel automated contact strategy via marketing
automation, personalization – AI supported in future
• Benchmarking informed by insight :
• By market segment and personas
• Digital audience insight
• Brand perception – Voice of Customer
• Digital Analytics

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Example listening community
Source: Vision Critical
The company launched the PRU for You (PFY)
community in July 2016 to allow greater
engagement with customers and to give them a
voice in developing new products and services. PFY
has 4,500 members: 88% are customers and 12%
are agents.

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Q. Are you adding value to a brand
through your DVPs?
Audience use of
website and social >
Personas
Commercial goals >
Customer
engagement goals
> DVP
Branded
Content Marketing
Engagement Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
DVP = Digital Value Proposition
= Brand adding value to audiences
 Help me Buy! (Online OR offline)
 Help me Use products
 Help me do my job / live my life
 Help me develop / learn
 Make me look good (to colleagues or family)
 Entertain Me!
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Pillar 2. Integrated omnichannel communications
The eight digital communications techniques every business needs to master

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Why Omnichannel?
“Multichannel is an operational view – how you allow the customer to
complete transactions in each channel.
Omnichannel, however, is viewing the experience through the eyes of your
customer, orchestrating the customer experience across all channels so that it
is seamless, integrated, and consistent.
Omnichannel anticipates that customers may start in one channel and move
to another as they progress to a resolution. Making these complex ‘hand-
offs’ between channels must be fluid for the customer. Simply put, omni-
channel is multi-channel done right!”
John Bowden, Senior VP of Customer Care at Time Warner Cable

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Is your ‘always-on’ lifecycle marketing effective and efficient?

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Customer lifecycle touchpoint review –
filling gaps and optimisation needed!

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Example FS contact strategy
The Financial brand – 21 steps to financial services onboarding

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Example: integrated B2B content hub

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Benchmarking content against competitors
Source: Smart Insights Content Marketing Matrix

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Pillar 3. Optimizing platform spend and best practices

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Deploying
the 70:20:10
media rule
Smart Insights Content Distribution matrix

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Pillar 4.
Managing,
brand, people
and process
Source: IDM/ Smart Insights Skills Census

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Download the free workbook
Skills development workbook in the Managing Digital Teams toolkit

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Pillar 5. Audit tool for 30 Martech categories
Download: http://bit.ly/smartdigitaltools

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5. Benchmarking martech challenges
Source: Bain marketers survey

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Tools to assess your digital maturity
What should you review to improve competitiveness?

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Smart Insights: Free digital marketing benchmark templates
How do your
capabilities
compare?

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How do your
digital marketing
skills rate?
Smart Insights Personalized Learning Plan - Free digital skills assessment

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Goal setting
How to set goals and KPIs that make a difference

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Key question: What is on your dashboard?
How do we simplify many measures?
Broad commercial aims – 5S s
Forecast SMART commercial and audience engagement
VQVC for RACE on a dashboards
Dashboards - support goals and objective
Clarity on purpose and direction
Tracking data not included in dashboards

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How compelling is your digital vision?
• 1. Show change needed with BHAG strategy
drives this
• 2. Show how digital channels will help the customer
• Start with the customer… What types of value will you
provide to enhance the brand?
• 3. Show the benefit to the company in
terms of growth, profitability or
efficiencies
• e.g. easyJet, ASOS

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5 S ‘Goals’: Sell-Speak Serve-Save-Sizzle
Smart Insights: 5 S Goals – ASOS example

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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
Page value
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
Goal setting and measurement –
Test your reporting against VQVC
Volume Quality Value

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Plan and Prioritize

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Aligning plans
Business plan
Marketing plan
1-5 year roadmap
Digital
transformation plan
2-5 year roadmap
Annual digital or
multichannel plan
Implementation
plan – 90 day plans

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Objectives
The Opportunity
Substantiation
Based on situation analysis
Strategies to achieve objectives
Digital tactical initiatives
KPIs
Critical Success Factors to
measure
 OBJECTIVE 1: REACH -
to increase the reach
of our current website
from 250,000 unique
visitors per month to
400,000 over 12
months focusing on
earned media.
 This is a +60% increase.
We increased by +80%
the previous year
without SEO, but volume
of search demand is
limited
 With improved content
quality we can increase
social sharing
 Proactive SEO
 Social media amplification
 Remarketing on AdWords,
Facebook and Twitter
 Partnering with
complementary sites
Increase volume/% of
 Natural search visits –
monthly increments
 Brand mentions via
social media
Example: One page digital strategy output

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Identify and implement “Quick Wins”
Examples supporting
business priorities
• P: Digital-led campaign
or product launch
• R: Paid media to reach
key target audience
• A: Hero content to
boost lead gen
• C: AB Test
• E: VIP customer onboarding
via marketing automation

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Example of testing USPs/DVPs
• An A/B test that included USPs on the
homepage resulted in a 6.2% increase in new
visitor conversion rate and a 3.7% increase in
overall conversion rate.
• Following this, Eurostar created targeted
messaging for registered users to increase
the number of registrations on site to help
improve their customer insights.
• Generating significant double-digit increases
in conversions for new users
Source: Monetate case study

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Managing change

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Define opportunity
 Persona, VoC and comparator analysis
 Analytics review
 Capability audit - Identify improvements
 Forecast lead and sales targets
 TOWs summary
Create strategy
 Review ALL touchpoints across RACE to generate options
 Map content to lifecycle communications
 Create comprehensive communications plan
Prioritise actions
 Define recommendations
 Identify quick wins
 Longer-term improvements
 90 day planning
Our data-driven marketing
improvement process

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Driving change through a Centre of Excellence
Source: Accenture – covered on Smart Insights blog
See this detailed DCoE guide for
more detailed recommendations
covering 18 key activities for a
DCoE

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Agreeing who does what
Central
resource
(Activities
done FOR
country)
Hybrid resource
(Activities done WITH country)
Local resource
(Activities done BY country)
See this detailed DCoE guide for
more detailed recommendations
covering 18 key activities for a
DCoE

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Example – Global Content strategy at GSK
• Internal and external digital communications
channels managed by the same team
• Content of consistent message, tone, style and
quality within channel and across internal and
external digital channels
• Balance of reactive and proactive, campaign-led
storytelling that is in tune with our audience
• Sophisticated metrics which give us true insights
into our audience, our digital performance
and our impact
Source: Rachel Cooper, Global Content Strategy and Editorial, GSK. Presented at DigiStrategy event.

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Source: Rachel Cooper, Global Content Strategy and Editorial, GSK. Presented at DigiStrategy.

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
www.slideshare.net/Smart-Insights

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Next steps?
• Business members:
• Digital transformation toolkit
• Individual members:
• Digital strategy toolkit
• Free members:
• Benchmarking templates
• Consulting and training