This short, 15 min keynote to the Association of Business Schools uses examples from outside the Higher Education sector to highlight 5 key strategic success factors for Digital Marketing.

1. Digital
Marketing
in Higher
Education
5 success factors
Dr Dave Chaffey
Publisher:
SmartInsights.com
www.slideshare.net/DaveCh
1
affey

2. About Dave Chaffey
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3. 3

4. 4

5. Q. Do you have a defined plan for
digital channels?
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6. ONE. A strategic approach
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7. 7

8. Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013
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10. TWO. Customer-centred Digital Brand Experiences
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11. Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
OVP = Online Value Proposition
= Brand Adding Value to Audience
 Help me do my job / live my life
 Help me develop / learn
 Help Make me look good
 Help Entertain Me!
 Help me Select and Use Products
Investment in Brand OVP /Youtility
http://bit.ly/smartovp
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13. Using content to drive growth – B2B
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14. The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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15. THREE. Customer Experience Management
Source: As defined by Forrester in 2011
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16. 
Vote!
Do you have a person
or team RESPONSIBLE
FOR CXM?
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17. Technique: Personas &
Customer journey mapping
Source: Boston Consulting Group
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See Smart Insights Persona Toolkit: http://bit.ly/smartpersonas

18. International CRO at ASOS.com
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20. FOUR. Visibility across platforms
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21. How do we drive
250,000 visits a month?
 1. Search Engine Optimisation (SEO)






Based on Content Marketing and Partnerships
2. Social media marketing
3. Events – webinars and offline
3. Email marketing
4. Paid advertising – AdWords
5. Paid advertising on social networks, e.g. LinkedIn
 We use Google Analytics attribution models to determine
which channels drive sales
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22. FIVE. Marketing Automation
:Halfords case study
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24. How advanced are your digital
marketing capabilities?
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26. Let’s Connect!
Questions & discussion welcome
SmartInsights.com
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