Tips and techniques
Dr Dave Chaffey, co-founder and
Content Director, Smart Insights
Ecommerce Expo, London, 27th September
Download : www.slideshare.net/smart-insights
Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > ½
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
About Dave Chaffey
and Smart Insights
“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
Is your ‘always-on’ lifecycle marketing effective and efficient?
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.
Automation Using a layered targeting
email system with dynamic content
Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and Deals Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Source: Harriet Mitchell Smart Insights Digital Impact conference
Key success factors to add more to the top of the funnel
• Create Integrated campaigns. Prioritise your investment in content
marketing and resources to get cut-through.
• Boost organic visibility. Invest time in owned and earned or inbound
marketing with the focus on SEO, Social Media and co-marketing.
• Cost-effective Paid promotion. Don't miss out on the targeted reach of
paid promotion through AdWords, Social Media, Affiliate and display
Key Reach activities
Planning activity Deliverables
2.1 Media effectiveness review GA customisation review - VQVC
2.2. Search Marketing Keyphrase Gap analysis. SEM Plan.
2.3 Owned and Earned media
Social media & influencer outreach
2.4 Paid media Paid and display media schedule
2.5 Acquisition and campaign plan Digital media budget & campaign plan
Key success factors to add more to the top of the funnel
✓ Boost organic visibility - SEO and Social Media
✓ Cost-effective Paid promotion
✓ Create integrated Content Campaigns
Are you competing on Amazon?
According to Merkle Amazon
Sponsored Products spend grew 165%
year-on-year in Q2 2018, while
Headline Search Ads grew 162%.
Sponsored Products continue to
account for the vast majority of
Amazon search spend, with Headline
Search Ads and Product Display Ads
accounting for just 12% of spend
Mistake = Missing out on insight tools and
deploying power of automation and AI
Key success factors to encourage interaction on web, mobile and social
• Get visitors on the right customer journeys. Improve UX, navigation and
persuasive messaging across all page templates to generate leads.
• Create an audience engagement strategy using always-on content
marketing. Develop content and ‘tripwires’ to fuel your lead generation.
• Run campaigns and create editorial calendars. Generate demand, showcase
your brand, products and offers
Key InterAct activities
Key success factors to encourage interaction on web, mobile and
✓ Get visitors on the right customer journeys
✓ Create audience engagement strategy using Content
✓ Implement personalised Welcome or follow-up
• Leads, lead
• Time on site
Planning activities Deliverables
3.1. Customer journey analysis Website 'Quick Wins' audit
3.2 Visitor and Customer profiling Visitor/customer insight audit
3.3. Optimise content Content and lead magnet audit
3.4. Optimise Landing Pages Landing page plan
3.5 Content - Campaign planning Editorial calendar plan
Developing your OVP
Audience use of
website and social >
Commercial goals >
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)
Key success factors to boost conversion to sale online and offline
• Retarget with personalized follow-up. Nurture to develop brand engagement
with paid, owned and earned media.
• Prompt Multichannel sales. Connect the customer with the best options to buy
• Create a CRO process. Maximize conversion through continuous improvement
using structured testing.
How many structured experiments
does your business run each month?
Have you tested your run-of-site stripes or panels?
Key success factors to increase long-term customer loyalty
• Improve customer experience and loyalty. Plug the satisfaction gap
• Develop lifecycle marketing automation by web and email. Don't neglect
the power of email
• Amplification using social media. Encourage advocacy and social sharing
using social media
Example listening community
Source: Vision Critical
Chat with Chicos, an insight
community of 14,000 women
who continuously provide
feedback on how the retailer can
improve products, marketing
efforts and store design. The
community allowed Chico’s to
maintain a close relationship
with its customers, keeping them
engaged and coming back.
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