This document summarizes a presentation given by Dr. Dave Chaffey at Manchester Metropolitan University on best practices in digital marketing. The presentation discusses whether best practices are always best, provides an overview of Dave Chaffey's background and qualifications, and examines frameworks for understanding digital marketing strategy, capabilities, and performance management. It also addresses topics like search engine optimization, multichannel customer journeys, content marketing, conversion rate optimization, social media, mobile marketing, and conclusions about using a test-and-learn approach to digital marketing.
This document provides steps for taking B2B marketing automation to the next level. It discusses creating a lifecycle engagement plan, integrating content marketing, starting with simple campaigns and multi-step welcome sequences, adding targeting and segmentation, getting frequency right through nurturing, adding lead scoring and grading, and using machine learning and predictive analytics in the future. The overall aim is to provide guidance on advanced uses of marketing automation to engage prospects and customers at different stages of the buyer journey.
9 Digital Marketing Trends To Know In 2019 - PodCamp TorontoAngela LaGamba
What are the top trends influencing digital marketing in 2019? Learn how the digital marketing landscape has changed significantly with artificial intelligence (AI), voice search, micro-moments, dark social, and more.
Key Takeaways:
* Top trends impacting digital marketing this year
* Changes in voice search, AI, and micro-moments
* Strategies for social media integration and dark social
* SEO value in visual search
* How to apply these trends and strategies to businesses and brands
10 Digital Marketing Essentials for any type of business Dave Chaffey
What are the techniques of online marketing that businesses MUST get right today? Dave Chaffey of Smart Insights presented at Portsmouth Business School on 8th October 2014 and repeated with a longer version at Leeds University Business School on 15th October.
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
Panel discussion: Create data-driven personalised experiences at moments that...Dave Chaffey
This document summarizes a panel discussion on creating personalized customer experiences using data. The panel was hosted by Dr. Dave Chaffey, co-founder of Smart Insights, and included discussions on opportunities for personalization across the customer journey, developing personalization capabilities, integrating personalization data with 360-degree customer insights, and how AI and machine learning can support personalization goals. The panel addressed questions from attendees on topics like leveraging the customer lifecycle, developing an optimal marketing technology stack, linking testing and AI approaches, and barriers to wider adoption of AI technologies.
Customer Experience Management - CXM - doesn't have enough attention IMO given its importance in delivering and evaluating marketing effectiveness from a customer's POV.
In this webinar and breakfast briefing Adobe UK asked me to deliver I introduce the CXM and give 10 practical techniques across the Smart Insights RACE framework to improve experience.
2018 digital marketing trends - Dave ChaffeyDave Chaffey
This document summarizes digital marketing trends for 2018, including applications of artificial intelligence (AI) and machine learning in marketing, accelerated mobile pages (AMPs), progressive web apps (PWAs), and conversion rate optimization (CRO) and personalization. It discusses using AI for conversational interfaces, automated copywriting, and different marketing AI options. It also addresses being ready for the European General Data Protection Regulation (GDPR) and ePrivacy initiative through reviewing customer lifecycles, capability gaps, and personalization techniques.
This document provides steps for taking B2B marketing automation to the next level. It discusses creating a lifecycle engagement plan, integrating content marketing, starting with simple campaigns and multi-step welcome sequences, adding targeting and segmentation, getting frequency right through nurturing, adding lead scoring and grading, and using machine learning and predictive analytics in the future. The overall aim is to provide guidance on advanced uses of marketing automation to engage prospects and customers at different stages of the buyer journey.
9 Digital Marketing Trends To Know In 2019 - PodCamp TorontoAngela LaGamba
What are the top trends influencing digital marketing in 2019? Learn how the digital marketing landscape has changed significantly with artificial intelligence (AI), voice search, micro-moments, dark social, and more.
Key Takeaways:
* Top trends impacting digital marketing this year
* Changes in voice search, AI, and micro-moments
* Strategies for social media integration and dark social
* SEO value in visual search
* How to apply these trends and strategies to businesses and brands
10 Digital Marketing Essentials for any type of business Dave Chaffey
What are the techniques of online marketing that businesses MUST get right today? Dave Chaffey of Smart Insights presented at Portsmouth Business School on 8th October 2014 and repeated with a longer version at Leeds University Business School on 15th October.
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
Panel discussion: Create data-driven personalised experiences at moments that...Dave Chaffey
This document summarizes a panel discussion on creating personalized customer experiences using data. The panel was hosted by Dr. Dave Chaffey, co-founder of Smart Insights, and included discussions on opportunities for personalization across the customer journey, developing personalization capabilities, integrating personalization data with 360-degree customer insights, and how AI and machine learning can support personalization goals. The panel addressed questions from attendees on topics like leveraging the customer lifecycle, developing an optimal marketing technology stack, linking testing and AI approaches, and barriers to wider adoption of AI technologies.
Customer Experience Management - CXM - doesn't have enough attention IMO given its importance in delivering and evaluating marketing effectiveness from a customer's POV.
In this webinar and breakfast briefing Adobe UK asked me to deliver I introduce the CXM and give 10 practical techniques across the Smart Insights RACE framework to improve experience.
2018 digital marketing trends - Dave ChaffeyDave Chaffey
This document summarizes digital marketing trends for 2018, including applications of artificial intelligence (AI) and machine learning in marketing, accelerated mobile pages (AMPs), progressive web apps (PWAs), and conversion rate optimization (CRO) and personalization. It discusses using AI for conversational interfaces, automated copywriting, and different marketing AI options. It also addresses being ready for the European General Data Protection Regulation (GDPR) and ePrivacy initiative through reviewing customer lifecycles, capability gaps, and personalization techniques.
Attracting quality traffic - Dave Chaffey Smart Insights 2011Dave Chaffey
The document discusses strategies for digital marketing and customer acquisition in 2012. It poses 8 questions to review one's strategy: 1) Does your brand have a clear personality and online value proposition? 2) Is your mix of paid, owned and earned media investments balanced and effective? 3) Is your publishing process optimized for digital channels? 4) How can you make online campaigns more engaging? 5) Is your business designed for social media? 6) Are you implementing deep SEO practices? 7) Are your channels integrated or siloed? 8) Are you using analytics to optimize performance? The document provides tips and examples for developing strategies in areas like content, social media, email marketing and search engine optimization to attract customers online.
Campaign launch techniques - Dave Chaffey - smart insightsDave Chaffey
Imran Farooq introduced the webinar which featured a presentation by Dr. Dave Chaffey on 7 practical insights for digital marketing campaigns. The webinar covered goals and analytics, customer insights, core messaging, targeting, creative elements, communications strategy, and optimization. Dr. Chaffey provided examples and recommendations in each area to help attendees launch successful digital campaigns. At the end, Imran promoted an exclusive social media training pack offering 17 webinars on platforms like Twitter, Facebook, LinkedIn and YouTube for a limited time price of £97.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
New research presented at Demand Metric Demand Generation Virtual Summit: http://events.demandmetric.com/
Watch the presentation: https://www.youtube.com/edit?video_referrer=watch&video_id=z1xy8lvpd3o
Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things.
This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.
I presented this review in May 2014 at the Messe Frankfurt Email marketing exhibition. It reviews 7 key areas of email marketing to improve detailed in our 7 Steps to Email marketing success guide.
Creating more relevant, more responsive more value Event-triggered EmailsDave Chaffey
Created for the International Email Marketing Summit, this webcast explains the options for creating more relevant automated emails - one of the biggest missed opportunities in Email marketing. It covers the types of emails and how to optimise them using the CRITICAL framework we use in the Smart Insights Guide to Email Marketing.
Best Practice To Take Your Digital Content And Brand GlobalSmart Insights
Join Smartling’s Director of Global Marketing, Annette Obermeier, as she shares best practices to make your content work for you across borders and have your translation budget work overtime.
This document provides an overview of improving digital marketing skills. It discusses 5 pillars to focus on: understanding consumers, mastering marketing techniques, learning martech, optimizing platforms, and integrating marketing plans using insights. Specific topics covered include content marketing, marketing automation, mobile marketing, AI, personas, digital trends, tools, testing, and identifying skills gaps. The overall message is that marketers need a variety of skills across these areas to improve performance in today's digital landscape.
Strategic roadmap for digital marketing an e-book-for-chief-marketing-officersDung Tri
This document provides a strategic roadmap for digital marketing. It includes sections on digital channels, marketing techniques, and optimization. The introduction provides an overview and framework for developing a coherent multi-channel digital marketing strategy. Subsequent articles from experts provide advice on topics like advertising, search marketing, social media, content marketing, and improving ROI and accountability. The goal is to help marketers design an effective digital strategy to engage customers and create value.
B2B Expo Practical B2B digital marketing trends and techniques Smart Insights
This document summarizes a presentation on practical B2B marketing trends and techniques. It discusses developing an integrated digital marketing strategy, reviewing customer lifecycle touchpoints, and the need for omnichannel experiences. It also provides examples of account-based advertising, content marketing strategies, automation techniques like email welcome sequences and site messaging, and optimizing digital interactions through testing. The presentation aims to help marketers plan, manage, and optimize their B2B digital marketing activities and engage audiences.
Win more customers with an integrated marketing communications strategySmart Insights
The document discusses digital marketing priorities and strategies for 2019. It recommends creating an integrated marketing communications strategy to win more customers by focusing on the connected customer experience. An effective strategy provides personalized, consultative, and frictionless experiences at every touchpoint to build trust over the customer lifecycle. The presentation provides examples of how to implement targeted messaging, content marketing, and sales alignment using marketing automation tools like Pardot to nurture customer relationships at scale.
5 things that still surprise me about Digital Marketing todayDave Chaffey
Dave Chaffey discusses 5 things that still surprise him about digital marketing in 2016. First, he is surprised that more businesses do not have an integrated digital strategy and still treat digital as a separate silo. Second, he is surprised that businesses do not take search marketing more seriously. Third, he notes the importance of mobile and why "mobile first" has become a mantra for digital strategies. Fourth, he discusses why marketing automation has not fulfilled its promise for many businesses. Finally, he expresses surprise that more agencies do not offer conversion rate optimization (CRO) services to help businesses improve their digital marketing results.
Dr Dave Chaffey explains the success factors for creating a digital strategy using the latest examples and research from a range of industries. Omnichannel is relevant to all sectors' and includes examples form sectors including Brands, manufacturers, retail, healthcare, FS and B2B.
This document provides an overview of digital marketing trends, channels, tactics and tools. It is presented in four parts: emerging trends in the digital landscape, key digital marketing channels, tactics for driving engagement and conversion, and useful tools for digital marketing efforts. The presentation covers topics such as the shift from outbound to inbound marketing, the proliferation of digital channels, how to leverage search engine marketing, social media, email and other channels, and how tools like Google Analytics can be used to track metrics and analyze traffic. The overall message is the importance of staying aware of emerging trends and being curious to continuously improve digital marketing strategies.
Managing Digital Marketing in 2015
Best practices for integrating digital technology,
marketing and advertising to fuel business growth
Author: Dr Dave Chaffey
Research in collaboration with TFM&A 2015
Published: January 2015
10 Digital Marketing Essentials For TechnologistsJohn Brunswick
10 Digital Marketing Essentials for Technologists takes a first pass at creating a shared understanding and language for technologists and marketers around goals, measurements and capabilities. Think of this as digital marketing bootcamp 101.
To support a panel discussion with IBM and Oracle at TFM London 2018. Includes the Smart Insights 30 categories of martech tools and AI options visuals available via our blog
The 2017 State of B2B Digital Marketing ReportDemandWave
This document summarizes the key findings from DemandWave's sixth annual report on the state of B2B digital marketing. Some of the main highlights include:
- Delivering quality leads has emerged as B2B marketers' top objective and challenge.
- Organic search now drives revenue for 63% of B2B marketers, tying with email.
- Nearly half of marketers plan to increase their digital marketing budgets in 2017.
- However, marketers still struggle with measuring ROI and optimizing content and marketing technologies for quality leads.
This document provides an overview of digital marketing. It discusses key definitions, such as what constitutes digital assets and digital marketing. It outlines the typical phases of a digital marketing campaign: strategize, implement, benchmark, and optimize. It also examines some important processes in digital marketing campaigns, such as creative design, search engine optimization, analytics and reporting, and use of databases. The document provides examples and discusses best practices for each area.
Best practices in digital marketing 2012 - dave chaffey smart insightsDave Chaffey
This document provides an overview of best practices in digital marketing from an expert presentation. It discusses why best practices are needed given consumer and competitive challenges. It outlines key areas of digital marketing strategy and tactics that should be based on testing, analytics, and optimization rather than opinions alone. These include understanding customer journeys, using a balanced traffic mix, prioritizing search engine optimization and content marketing, optimizing the user experience, and continuously testing conversion rate optimization tactics.
Attracting quality traffic - Dave Chaffey Smart Insights 2011Dave Chaffey
The document discusses strategies for digital marketing and customer acquisition in 2012. It poses 8 questions to review one's strategy: 1) Does your brand have a clear personality and online value proposition? 2) Is your mix of paid, owned and earned media investments balanced and effective? 3) Is your publishing process optimized for digital channels? 4) How can you make online campaigns more engaging? 5) Is your business designed for social media? 6) Are you implementing deep SEO practices? 7) Are your channels integrated or siloed? 8) Are you using analytics to optimize performance? The document provides tips and examples for developing strategies in areas like content, social media, email marketing and search engine optimization to attract customers online.
Campaign launch techniques - Dave Chaffey - smart insightsDave Chaffey
Imran Farooq introduced the webinar which featured a presentation by Dr. Dave Chaffey on 7 practical insights for digital marketing campaigns. The webinar covered goals and analytics, customer insights, core messaging, targeting, creative elements, communications strategy, and optimization. Dr. Chaffey provided examples and recommendations in each area to help attendees launch successful digital campaigns. At the end, Imran promoted an exclusive social media training pack offering 17 webinars on platforms like Twitter, Facebook, LinkedIn and YouTube for a limited time price of £97.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
New research presented at Demand Metric Demand Generation Virtual Summit: http://events.demandmetric.com/
Watch the presentation: https://www.youtube.com/edit?video_referrer=watch&video_id=z1xy8lvpd3o
Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things.
This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.
I presented this review in May 2014 at the Messe Frankfurt Email marketing exhibition. It reviews 7 key areas of email marketing to improve detailed in our 7 Steps to Email marketing success guide.
Creating more relevant, more responsive more value Event-triggered EmailsDave Chaffey
Created for the International Email Marketing Summit, this webcast explains the options for creating more relevant automated emails - one of the biggest missed opportunities in Email marketing. It covers the types of emails and how to optimise them using the CRITICAL framework we use in the Smart Insights Guide to Email Marketing.
Best Practice To Take Your Digital Content And Brand GlobalSmart Insights
Join Smartling’s Director of Global Marketing, Annette Obermeier, as she shares best practices to make your content work for you across borders and have your translation budget work overtime.
This document provides an overview of improving digital marketing skills. It discusses 5 pillars to focus on: understanding consumers, mastering marketing techniques, learning martech, optimizing platforms, and integrating marketing plans using insights. Specific topics covered include content marketing, marketing automation, mobile marketing, AI, personas, digital trends, tools, testing, and identifying skills gaps. The overall message is that marketers need a variety of skills across these areas to improve performance in today's digital landscape.
Strategic roadmap for digital marketing an e-book-for-chief-marketing-officersDung Tri
This document provides a strategic roadmap for digital marketing. It includes sections on digital channels, marketing techniques, and optimization. The introduction provides an overview and framework for developing a coherent multi-channel digital marketing strategy. Subsequent articles from experts provide advice on topics like advertising, search marketing, social media, content marketing, and improving ROI and accountability. The goal is to help marketers design an effective digital strategy to engage customers and create value.
B2B Expo Practical B2B digital marketing trends and techniques Smart Insights
This document summarizes a presentation on practical B2B marketing trends and techniques. It discusses developing an integrated digital marketing strategy, reviewing customer lifecycle touchpoints, and the need for omnichannel experiences. It also provides examples of account-based advertising, content marketing strategies, automation techniques like email welcome sequences and site messaging, and optimizing digital interactions through testing. The presentation aims to help marketers plan, manage, and optimize their B2B digital marketing activities and engage audiences.
Win more customers with an integrated marketing communications strategySmart Insights
The document discusses digital marketing priorities and strategies for 2019. It recommends creating an integrated marketing communications strategy to win more customers by focusing on the connected customer experience. An effective strategy provides personalized, consultative, and frictionless experiences at every touchpoint to build trust over the customer lifecycle. The presentation provides examples of how to implement targeted messaging, content marketing, and sales alignment using marketing automation tools like Pardot to nurture customer relationships at scale.
5 things that still surprise me about Digital Marketing todayDave Chaffey
Dave Chaffey discusses 5 things that still surprise him about digital marketing in 2016. First, he is surprised that more businesses do not have an integrated digital strategy and still treat digital as a separate silo. Second, he is surprised that businesses do not take search marketing more seriously. Third, he notes the importance of mobile and why "mobile first" has become a mantra for digital strategies. Fourth, he discusses why marketing automation has not fulfilled its promise for many businesses. Finally, he expresses surprise that more agencies do not offer conversion rate optimization (CRO) services to help businesses improve their digital marketing results.
Dr Dave Chaffey explains the success factors for creating a digital strategy using the latest examples and research from a range of industries. Omnichannel is relevant to all sectors' and includes examples form sectors including Brands, manufacturers, retail, healthcare, FS and B2B.
This document provides an overview of digital marketing trends, channels, tactics and tools. It is presented in four parts: emerging trends in the digital landscape, key digital marketing channels, tactics for driving engagement and conversion, and useful tools for digital marketing efforts. The presentation covers topics such as the shift from outbound to inbound marketing, the proliferation of digital channels, how to leverage search engine marketing, social media, email and other channels, and how tools like Google Analytics can be used to track metrics and analyze traffic. The overall message is the importance of staying aware of emerging trends and being curious to continuously improve digital marketing strategies.
Managing Digital Marketing in 2015
Best practices for integrating digital technology,
marketing and advertising to fuel business growth
Author: Dr Dave Chaffey
Research in collaboration with TFM&A 2015
Published: January 2015
10 Digital Marketing Essentials For TechnologistsJohn Brunswick
10 Digital Marketing Essentials for Technologists takes a first pass at creating a shared understanding and language for technologists and marketers around goals, measurements and capabilities. Think of this as digital marketing bootcamp 101.
To support a panel discussion with IBM and Oracle at TFM London 2018. Includes the Smart Insights 30 categories of martech tools and AI options visuals available via our blog
The 2017 State of B2B Digital Marketing ReportDemandWave
This document summarizes the key findings from DemandWave's sixth annual report on the state of B2B digital marketing. Some of the main highlights include:
- Delivering quality leads has emerged as B2B marketers' top objective and challenge.
- Organic search now drives revenue for 63% of B2B marketers, tying with email.
- Nearly half of marketers plan to increase their digital marketing budgets in 2017.
- However, marketers still struggle with measuring ROI and optimizing content and marketing technologies for quality leads.
This document provides an overview of digital marketing. It discusses key definitions, such as what constitutes digital assets and digital marketing. It outlines the typical phases of a digital marketing campaign: strategize, implement, benchmark, and optimize. It also examines some important processes in digital marketing campaigns, such as creative design, search engine optimization, analytics and reporting, and use of databases. The document provides examples and discusses best practices for each area.
Best practices in digital marketing 2012 - dave chaffey smart insightsDave Chaffey
This document provides an overview of best practices in digital marketing from an expert presentation. It discusses why best practices are needed given consumer and competitive challenges. It outlines key areas of digital marketing strategy and tactics that should be based on testing, analytics, and optimization rather than opinions alone. These include understanding customer journeys, using a balanced traffic mix, prioritizing search engine optimization and content marketing, optimizing the user experience, and continuously testing conversion rate optimization tactics.
This document summarizes Dave Chaffey's presentation on essential digital marketing tools for ecommerce in 2016. It discusses tools that can help boost sales across customer touchpoints, including reach, interaction, conversion and engagement. It provides recommendations for popular tools in different categories like search, social media, analytics, customer feedback and more. The presentation emphasizes that tools alone are not enough and marketing success requires plans, people and processes to optimize the customer experience.
The document outlines steps for planning and measuring a campaign, including defining goals, planning messaging through different channels, determining key performance indicators, implementing tracking codes, optimizing the user journey, and preparing reports. It stresses the importance of setting clear goals, measuring performance, and using data to continuously improve the campaign.
5th ITI Digital Marketing Day
By: Radwa Adel & Omar Salah
#DMDay5
CRO is the method of using analytics and user feedback
to improve the performance of your website landing page ,
web application, registration form.
This document provides an overview of Lisa Du Bois Low's background and services. She has over 25 years of marketing experience in various industries and is currently a full-time professor. As a professor, she teaches digital and PR strategy courses and advises the Outpost Social Media Lab. The lab gives students hands-on experience and helps graduates gain a competitive edge. The document outlines basics of digital strategy, including building a website, search engine optimization, social media strategy, and using analytics tools. It emphasizes the importance of online reputation management and publishing new content.
the role of art and hacking in developing and 21st century skills by look...Tomi Dufva
Art and hacking can develop critical thinking and 21st century skills. The document discusses the experiences gathered at the art and craft school Robotti in developing digital code literacy, hacking, and an embodied knowledge of digital consciousness through art. It was written by Tomi Dufva from both the art and craft school Robotti and Aalto University's school of Arts, Design and Architecture.
- The document discusses Erica May's analysis of Best Buy's digital strategy and resources through interviews with customers.
- It identifies opportunities to better integrate Best Buy's online and social media presences to improve the customer experience across platforms and drive more engagement.
- Recommendations include better integrating video content, improving the mobile experience, leveraging social networks more effectively, and increasing awareness of digital resources.
Leveraging Best Practice Methods in an Age of Digital Transformation - SlidesGoogle
The document discusses a conference on leveraging best practices in an age of digital transformation, with sessions on developing best practice frameworks, digital transformation challenges organizations face, industry case studies, and how best practice methodologies can work together to provide real business value. The agenda outlines registration, introductions, presentations and panel discussions by experts on topics like ITSM best practices, digital maturity models, and tips for a successful digital transformation.
Organisations that thrive are putting their customers in the driving seat, delivering greater value and ensuring an easy, delightful customer experience, leading to an expanding and loyal customer base and improved, continuous profits.
Best Buy Digital Strategy Final Presentation Joe Levin
Best Buy is a major electronics retailer founded in 1966 that currently has over 180,000 employees and 4,000 stores worldwide. It aims to grow further through acquisitions, expansion, and building its online presence. Best Buy's core customers are between ages 25-54 with a household income of $75,000. It faces competition from other retailers and economic conditions. Best Buy's social media strategy focuses on video reviews, monitoring mentions, and using platforms like Facebook, Twitter, YouTube, and Google AdWords to build relationships and drive awareness, traffic, and sales.
This document summarizes a study analyzing click-through rate (CTR) data from over 1.2 million keywords, 65 million clicks, and 311 million impressions from 54 brands. The study found that search has evolved since 2011 to have a smoother transition into lower search result positions. A new click curve is proposed that shows the need to optimize beyond just the top 10 results. Factors like query length, brand size, and on-site elements can influence CTR. The data provides opportunities for benchmarking performance and forecasting.
This document provides an overview of content marketing strategy and outlines a seven-step process for developing an effective content marketing strategy:
1. Put content at the heart of future marketing direction
2. Find the intersection between brand and audience needs
3. Define the content marketing strategy
4. Plan continuous content creation through communications strategy
5. Create a content hub
6. Maximize visibility and shareability through social media optimization
7. Measure and improve using analytics
It emphasizes that quality, sustained content is key to success and explains how content marketing supports marketing goals across the customer lifecycle and various digital channels. An effective content strategy requires defining a content hub, editorial process, and resources to create and share
Techedge Solution for Procurement - One ViewTechedge Group
Techedge's Qlikview based solution for procurement offers a 360 view of the procurement organization. Spend Analysis, Process Performance, Supplier Risk and Rating (scorecard) are fully covered, enabling a strategic purchasing and sourcing strategy.
Voice of Customer in the Analytic EcosystemWebtrends
Companies need a multi-tiered approach to truly understand customer relationships across digital touchpoints, including web analytics, customer experience management, and voice of the customer. Voice of the customer focuses on qualitative data about the visitor through exploring intent, satisfaction, and opinions. It aims to empower customers and take actionable feedback to continuously improve the customer experience.
Voice of Customer in the Analytic EcosystemWebtrends
A multi-tiered approach is needed to understand customer relationships across digital touchpoints. This includes web analytics, customer experience management, and voice of the customer tools. Voice of customer data is qualitative and focuses on understanding visitor intent, satisfaction, and opinions. Companies must integrate voice of customer data with their web analytics and customer experience management systems to truly understand the customer experience.
Digital analyst with over 10 years of experience in web and user behavior analytics. Specializes in defining key performance indicators and metrics to continuously improve websites and measure success. Provides data-driven recommendations by analyzing user flows, goals, and interactions to increase sales, customer satisfaction, and reduce costs.
Digital Media - Affiliate mkt & google adwords21212com
This document provides an agenda for a presentation on digital media, including Adwords and affiliate marketing. The presentation covers goals, metrics, optimization, management, and the processes for digital campaigns. It also discusses various metrics like impressions, clicks, and conversions. Tools for affiliate marketing and Google Adwords are presented. Tips are provided for campaign optimization, including testing headlines and ads. The importance of building trust and making small changes is emphasized. The document concludes with reminders about defining offers and goals and testing continuously to improve media strategies.
1. The document discusses improving an organization's customer experience across multiple channels. It highlights that customers now care more about experience than in the past and expect consistency across channels.
2. Seven types of projects are outlined that can improve customer experience, such as listening to feedback, identifying weak points, and designing memorable experiences. Measurement metrics for customer satisfaction, loyalty, and brand are also covered.
3. A strategy for customer experience improvement involves understanding the starting point, setting goals to move above average or stay on top, and looking outside the industry for inspiration. Technologies can help with various project types, though no single vendor dominates.
Understanding user behaviour in the omni channel world- jwtB2B Marketing
How to best leverage data insights from multi-channel platforms to impact ongoing marketing strategies and revenues. This includes customer behaviour across digital platforms and integrated online and offline user experience journey.
This presentation includes advice on how behaviours impact customers’ decision-making processes, practical advice on how to garner insights and how to measure and structure marketing campaigns across multi-channel platforms.
The session will also feature a case study example of applying the above and increasing ROI for B2B brands.
Benefits
Practical advice on managing multi-channel marketing activities
Customer insights in the digital world
Real life examples
How this impacts business objectives and ROI
Measurement of ROI retained via digital and social media
The document discusses strategies for maximizing marketing ROI through demand generation, lead scoring, and lead nurturing. It outlines objectives like increasing revenues and conversion rates. It also discusses allocating budgets toward priorities like demand generation, product marketing, and operations. Tactical budgets are often allocated to activities like content creation, email, paid search, and events. The role of demand generation in ROI and strategic campaign workflows are examined.
Taking Community Management and Customer Engagement to a whole new levelFabio De Bernardi
Event: IBB International Next Generation Social Media Summit. Amsterdam, 19-20 May 2011.
Using Orange and Accor as case studies this presentation illustrates successful community management and customer engagement examples using social media.
This document summarizes Geoffrey Ramsey's presentation on using magnetic content and performance measurement for digital marketing. The presentation discusses two fundamental problems marketers face: lack of adequate metrics and frustration engaging digital consumers. It then outlines seven key metrics to master for performance measurement. The document also provides examples of using magnetic content for different digital channels, including social media, display advertising, and video. It emphasizes the importance of content that is unique, useful, well-executed, fun, and makes good use of the channel.
This document discusses measuring the return on investment (ROI) of education marketing initiatives by universities and educational institutes. It highlights the importance of separating lead generation and student counseling processes, as both require different skills and have different economics. It notes that most online marketing contracts only incentivize vendors based on leads generated and clicks, without ensuring lead quality. The document then introduces the concept of "verified leads", where vendors would be paid per qualified lead rather than per click. This arrangement could achieve higher ROI through lower overall costs and higher conversion rates of quality leads to enrolled students. The white paper argues that a per-verified-lead payment model provides greater accountability for marketing vendors and lower risk for educational institutes.
Data & Marketing Analytics Theatre; Less communication is more conversationTFM&A
The document discusses using data to plan digital marketing channels for acquisition, conversion, and retention. It provides examples of optimizing a hotel booking website and a health club's website using data. Data was used to reduce customer acquisition costs and increase conversion rates and repeat visits for both examples. The document advocates using data from various sources like search analytics, on-site behavior, and CRM systems to improve marketing performance across channels, goals, and the customer journey.
Internet advertising experts will provide a thorough breakdown of the elements of a company’s internet presence from corporate site to landing pages to emails and provide insights into how consumers view the entire customer experience. The purpose of this session is to help attendees understand how consumers see their property presence and respond to what is offered at each step of the way. The presenters will be providing tens of thousands of dollars of free consulting insights to the lucky firm that agrees to be analyzed, and to all attendees in general.
Presenters:
Scott Esmond, Director of Business Development, Red Door Interactive
Tony Felice, Senior Strategist, Red Door Interactive
This document provides an overview of online marketing strategies including search marketing, social media marketing, email marketing, and analytics. It discusses setting goals for digital campaigns, optimizing websites for search engines, managing paid search campaigns, engaging audiences on social networks, designing effective email promotions, and measuring campaign performance through analytics. The document also lists related services such as creative design, application development, online marketing support, and localization.
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...B2B Lead Roundtable
When Michelle Levy, Associate Vice President of Marketing Programs for ECI Telecom, was tasked with marketing an innovative, powerful solution to a varied, broad audience who knew nothing of its value, she responded by developing a comprehensive content-marketing initiative.
Her goal: to make efficient and effective use of time, money and resources. She was impressed by the outcomes - a 79 percent e-mail open rate - and surprised by how the initiative positively impacted the organization’s entire marketing effort.
Affiliate Marketing Theatre; Boosting other brands marketing channels with yo...TFM&A
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1. Best Practices in Digital Marketing:
Are they always best?
6th September 2012, Manchester Metropolitan University
Faculty of Business and Law
Dr Dave Chaffey SmartInsights.com/mmubs2012
1
2. About Dave Chaffey
Books Online advice and consulting
www.smartinsights.com
Qualifications and training
www.theidm.com
Insights Director
www.clickthrough-marketing.com
2
5. 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
5
6. What is “best practice”
for digital marketing?
A process?
A technique?
A mindset?
Need?
A framework
Capability review
The right people
6
13. Where does “best practice”
originate?
Opinion
Beware the gurus!
Experience
Relevant case studies
Testing
Using analytics
Research
What sample
size/frame, sector?
13
14. 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. : )
Will you get the balance right?
Investment in CRO?
14
15. Performance management
Figure 9.4 The five diagnostic categories for e-marketing measurement
from the framework presented by Chaffey (2000)
15
16. Measure Reach Encourage Convert Engage customers
Audience Action incl lead To sale to retain and grow
generation
Tracking Unique visitors Online opportunity Online sales Email list quality
metrics New visitors (lead) volume volume Email
Visits Offline opportunity Offline sales engagement
Conversation (lead) volume volume quality
volume generated from generated from Transactions
online online
Performance Share of audience Page engagement Conversion rate Active customers
drivers Share of search rate (Bounce rate, to sale % (site and email
(diagnostics) Brand/direct visits duration) Channel active)
Lead conversion rate conversion rates Active social
by engagement tool Category followers
conversion rates Repeat
conversion rate
Customer- Cost per click and Cost per lead Average order Lifetime value
centric KPIs cost per sale Customer satisfaction value Customer loyalty
Brand awareness Cost per sale index
Conversation Customer Customer
polarity satisfaction advocacy
(sentiment) Products per
customer
Business Audience share Goal value per visit Revenue per visit Retained sales
value KPIs (owned media) or Online lead Online-originated growth and
Share of voice contribution contribution to volume
(earned media) (n,£, % of total) sales, revenue Revenue per
and product channel and
16
category
25. Making the 3 layers work together
Transaction Interaction Reach
layer layer layer
Example:
Sneakerpedia
25
Source Nate Elliot, Analyst at Forrester Research
26. Attributing complex behaviour
Any Click 1st Click Last Click Best Click
14/01 SEO
The first click or view
15/01 MSN banner The last click or
within the campaign view which has
defined click window the highest
23/01 PPC campaign priority
within the defined
click or view
24/01 Tradedoubler window
3/02 Email
4/02 Direct Without deduplication,
each „tracked‟ The last click or view
campaign will report a
5/02 SEO
whole sale and claim
full commission
Hiscox example
26
35. Is ethical SEO “best practice”?
Dark Inky Black Hat SEO: So evil he‟s a typosquatter installing spyware. Plain illegal, too.
Charcoal Hat SEO: Optimizes really unrelated pages for all kinds of queries, but within the bounds of
legality.
Dark Gray Hat SEO: This SEO is e.g. a splogger stealing content from other sites. (What, that‟s better than
charcoal?)
Slate Gray Hat SEO: An SEO creating link farms and such.
Gray Hat SEO: An SEO who actually reads the search engine‟s webmaster guidelines, but then tries as
much “evil” as she can get away with.
Light Gray Hat SEO: This SEO creates original content (lots of it), but the content is still only aimed at
search engines.
Off-White Hat SEO: This guy not only ensures the site is indexable – he‟ll also make sure to get lots of
backlinks from friends.
White Hat SEO: This person puts up the content that people are actually searching for, and prepares the
site to make it very accessible. White Hat SEOs only optimize those of their pages they deem worthy to be
ranking top in search engines.
Luminescent Pearly White Hat SEO: Not only does this SEO do everything the White Hat SEO does, the
LPW Hat SEO also makes sure pages will not show up for irrelevant queries.
35
48. Persistent UX myth 3:
The home page is most important
to get right / optimise
In 2003, 39 percent of the page views for a large research website
were for the homepage. By 2009, it was down to 19 percent. In
one month in 2008, of the 70,000 page views a technology site
received, 22,000 were for the homepage. For the same month in
2010, of the 120,000 page views the site received, only 2,500
were for the homepage.
Another technology website had roughly 10 percent of page views
for the homepage in 2008, and by 2010 it was down to 5 percent.
One of the largest websites in the world had 25 percent of visitors
come to the homepage in 2005, but in 2010 only has 10 percent.
Gerry McGovern: The Decline of the homepage
48
55. Ask “Why” as well as “what” - use feedback tools Key
Point
iPerceptions http://www.4qsurvey.com
“Bad web site. Difficult to
find item as no search box
provided for short cut”
“I can't find any prices on
your website”
“Would like to see where I
can buy products from” .
Satisfaction : Intent tools
http://bit.ly/smartfeedback
55
63. Loiacono, E., Watson, R., Goodhue, D. (2007) WebQual: A measure of Web Site Quality, Journal
International Journal of Electronic Commerce archive, Volume 11 Issue 3, Number 3 / Spring 2007 Pages 51-87
63
65. There’s life in Email
(RE)Marketing
1. Generic branded follow-up
email :
+10% conversion rate.
2. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 72 hours:
+100% conversion rate.
3. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 48 hours:
+200% conversion rate.
Source: Smart Insights: Email re-marketing
65
66. Your email marketing capability?
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
66
73. A glimpse of the future
Rue La La (Flash Sales)
April 14th 2012
53% mobile
(Apps and Site)
30% mobile
Weekends
40% mobile
Weekdays
Source: InternetRetailer.com 73
74. Conclusions?
You can run an online business by best practice alone,
but… to make the most of opportunities you need…
A digital marketing strategy
To analyse and test, test, test what works in your sector
Be relentless!
74
So if most digital marketing isn’t based on strategy it must be based on best practices?
http://www.smartinsights.com/goal-setting-evaluation/vision-setting/digital-and-social-media-transform-business/Social media is not just a channel, not just a set of tools, not just about acquiring new customers. Instead, a way to transform business
Identify qualifiers+ risks+ costs+ treatment
OVP = Online Value Proposition
Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?