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IDM Diploma in
Digital Marketing




       Dr Dave Chaffey
www.smartinsights.com/presentations
       Burberry case study
Purpose of today’s strategy
                    sessions
• Give you:
   –   A process for creating a plan
   –   2 key frameworks for planning
   –   Questions to ask to define plan
   –   Tools / URLs for analysis / best practice
• Help you:
   – Assignments
   – Exams
   – Work – practical tips to apply back in office
• Please…
   – Ask questions
   – Share your experiences
• Introductions…
Introductions – About Dave Chaffey

• Books    Online advice and consulting
             www.smartinsights.com




           Qualifications and training
             www.theidm.com
                              Smart Insights and IDM partners:
                              50% Discount to support students


           Insights Director
             www.clickthrough-marketing.com
About you: Introductions
Please share…
► 1. Your role – digital specialist and/or marketing
  strategist?

For each table:
► 2. What happens if we don’t have a strategy
Structure: 5 practical learning goals
              for today’s workshop
1. Plan: Create or refine a strategy to improve results from digital
   marketing.
2. Reach: Review company use of digital media to reach target
   audiences.
3. Act: Assess content marketing techniques to encourage
   interactions on soci media and other platforms.
4. Convert: Define approaches to increase conversion to offline
   leads and sales.
5. Engage: Develop an integrated communications strategy for you
   website, social and email communications.
Digital marketing
   frameworks
Inbound/content, social and search marketing -
The heart of your digital marketing strategy
PLAN:
 Segmentatio
 n
 Targeting
 Objectives
 Positioning
 (OVP)

 Integration?
 Resourcing?

 Output:
 SWOT, Key
 Issues
Q. Have we reviewed current online marketing
effectiveness in digital-specific SWOT?
Example digital
                                strategies
                           When reviewing SWOT,
                          group by
                               Plan – governance and brand
                              management issues
                               Reach communications
                              (e.g. role of Google and
                              other intermediaries, mix)
                               Act i.e. content marketing and
                               lead generation
                               Conversion (experience)
                              Proposition
                               Engage - customer
                              development including
                              contact strategies, targeting



http://bit.ly/smartswot
Q. Have we benchmarked our
digital marketing capabilities?




        http://bit.ly/smarthealthcheck
Q. How will digital support growth
 using digital to align or impact?
Situation analysis:
Q. Is our plan in line with marketplace dynamics?




                       Organisation
                       E-marketing
                        Efficiency


                Organisation E-marketing
                Marketplace Effectiveness
DEEPLIST for macro-environment
Which are most important for digital?
 • Demographic: percentage of each population online can be analysed in
   terms of age, household size and type, income, gender, ethnicity,
   employment status, work patterns mobility etc.
 • Economics: taxation controls, monetary and competition policies, fiscal
   policies.
 • Environment: country specific attitudes towards physical environmental
   issues, for example energy consumption, spatial distribution of populations.
 • Political: power and influence of Government agencies and regulatory
   bodies, public opinion, pressure groups, Internet governance.
 • Legal: trading laws and restrictions, advertising standards and controls,
   taxation laws.
 • Information: Availability of consumer / company data and information,
   access to this type of data and how it is used, information control.
 • Social: needs and wants of target communities, extent of social exclusion,
   individual levels of trust and perceptions of security, social discrimination.
 • Technology: Access to technology, innovation, adoption rates, applications
   of technology.


Tip: 1-2 sides max in assignment,
can include DST under customer
Tip. Create an online marketplace map to
 understand your customer influencers



                                         Key
                                         Point
                                 Key
                                 Point
Q. Have we defined main targeting approaches?                 http://bit.ly/smarttargeting

Targeting approaches             Method
1. Classic profile-based         Target media or messaging based on
demographic segmentation         characteristics
2. Search behaviour              Grouped by volume and value
3. Content consumption           Using ad networks including GDN
4. SN interest-based targeting   For example, Facebook, LinkedIn interests
5. Web personas                  Combine other characteristics and behaviours
6. Customer lifecycle            Target messages according to length of time
                                 using online services
7. Customer value                Review current and future potential

8. Campaign message response     Use “sense and respond” behavioural targeting
behaviour                        based on RFM
9. Buying motivations and        Evaluation method and sensitivity to pricing
     behaviours                  against features, benefits, brand value
10. Channel preference           Communicate with customer in their preferred
                                 media (and according to value)
Tip – create a layered segmentation
       - an example from eBay
Using personas
Forrester Research on “site design personas”
                              • Ethnographic researchers averaged
                                 – 21 i/views per project for 4 personas,
                                   $47K
                                 – $10K to 100 i/views for 8 personas,
                                   $500K
                              • Examples:
                                 – Ford uses 3 buyer personas at Ford.com
                                     • Primary persona ‘Marie’ – just beginning car
                                       shopping process, hasn’t settled on brand,
                                       doesn’t know about cars, needs Help!
                                 – Staples.com has 7 for shoppers
                                 – Microsoft had 7 for Windows XP
                              • Segment on key
                                characteristics/behaviours
                                 – “Seeks high quality”, “Seeks low cost”
                                 – “Starting evaluation”, “Final decision”
                                 – Occasional visitor, frequent visitor

http://bit.ly/smartpersonas
B2B examples: www.forrester.com, www.alterian.com
For each persona define preferences for:
 Platforms
   (web, email, mobile)
 Platform usage (hours)
 Content consumption:
    General site types &
    category-specific
 Social media - content
  creation & participation
 Search behaviour
 Trusted brands




www.dulux.co.uk
Q. Are we harnessing insight?




                                Ruder Finn
Activity - always start with the customer!
• What types of key information do we need to
  research about our online customer? Please share
  sources, research you have completed?
  –
  –
  –
  –
  –
  –
  –
  See http://bit.ly/smartkeywords
Q. Do we have the right
                          improvement process?




http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
Tip:

                                 Integrate

                                 Analysis:

                                   Goals:

                                 Strategies:

                                  Tactics



http://bit.ly/smartintegration
Activity - Selecting the right digital channels goals
     and tracking metrics – “the critical few”

Please suggest relevant objectives and measures of digital marketing
performance for i-to-i in these areas:

a. Reach: Attract visits to your sites and presence,
reach audience on other sites

a. Act: Engage with site or presence, convert to leads

c. Convert: Convert to sale

d. Engage: Developing long-term customer relationships
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
                                                                                          category
Key

 Q. Do we have clear online positioning?                     Point




• Core brand proposition = Marketing Mix:
   – Who you are?
   – What you do?
   – Where you do it?
   – What makes you different?

• OVP - Online Value Proposition
   – What can your provide to help/inform/entertain me online?
   – Reinforces core brand proposition and credibility, but
     messaging shows…
   – Different OVPs for different markets and audiences
   – Value that a site visitor get from your online brand or
     campaign that…
      • They can’t get from you offline?
      • They can’t get from competitors?
   – Develop content strategy to develop OVPs
   – Communicate message forcefully: online and offline
What is your brand personality?
  • Personality is the unique, authentic, and talkable soul of your
    brand that people can get passionate about.
  • Personality is not just about what you stand for, but how you
    choose to communicate it. It is also the way to reconnect your
    customers, partners, employees, and influencers to the soul of
    your brand in the new social media era.




Source:
Key brand messages defined
throughout the customer journey
Mobile and App OVP

                                                                                       MOBILE EMAIL USAGE

                                                                                          APPS




http://www.smartinsights.com/digital-marketing-strategy-alerts/mobile-marketing-statistics/
Q. How should we support integration?




http://www.smartinsights.com/analytics-conversion-optimisation-alerts/multichannel-customer-
“Mapping Interactive brand
ecosystems” aka customer journeys
    FROM THIS                                        TO THIS




          Source Nate Elliot, Analyst at Forrester Research
Making the 3 layers work
       together

                     Transaction   Interaction   Reach
                        layer         layer      layer




   Source Nate Elliot, Analyst at Forrester Research
Content hub example
Key
                Integration =                                                   Point




   Supporting channel-switching behaviour




How well do you support channel switching? Tracked call? Live Chat? Callback?
PRACE Summary - Plan
• Digital marketing strategy is a channel strategy
   – Informed by insight on customer channel behaviour and
     marketplace activity = intermediaries, competitors
   – Objectives for future online and offline contribution %
     should drive our strategy
   – Channel strategy thrives on differentials
   – BUT, need to manage channel integration
• Alignment - digital marketing strategy defines how we :
       • Hit our channel leads & sales targets
           – Improve efficiency of Acquisition, Conversion, Retention
       • Prioritise audiences targeted through channel
       • Communicate benefits of using digital channels
       • Deliver relevant experiences through a
         content or engagement strategy
REACH
 Investment?
 Search
 Display
 Social media
Q. Which media should we
        invest in?
A balanced traffic/online media mix?




Source: Google Analytics data Analytics
Activity – evaluating the value of
     digital media channels
Your ideas on good practices to assess, to prove
the effectiveness of digital marketing channels?
•
•
•
•
•
How should we determine investment
       in digital channels?
•   1. Setup marketing source codes for Google Analytics (to minimise direct traffic)
•   2. Assess response rates = CTR  Conversion to lead  Conversion to sale
•   3. Assess cost effectiveness = CPC  CPA  ROI  LTV
•   4. Go beyond last-click to weighted attribution and multichannel assists in Google
    Analytics
•   5. Branding effects = Awareness, Interest, Desire, Action (on or offline)
•   6. Media multiplier / halo effect
•   7. Incremental reach = Availability of impressions in different channels
    e.g. Maxing out on searches, targeted inventory, Increasing frequency
•   8. Risk diversification – avoid all eggs in one basket?
•   9. Opportunities to test and learn
•   10. Hold out testing (part audience isn’t exposed to campaigns)
Latest UK ad spend figures (IAB/PwC)
                  Online 25% of total




http://www.smartinsights.com/digital-marketing-strategy-
alerts/uk-online-ad-spend-latest-statistics-released/
How good is your online campaign reporting
        in attributes leads and sales?
  • Q1. Are you using last click tracking only?
  • Q2. Do you understand multi-touch customer behaviour
    on path to purchase?

       Google Analytics “Multichannel Funnels” can help here




http://www.smartinsights.com/blog/web-analytics/media-conversion-attribution
Use Google Analytics MCF
 to understand true value




     Measuring assists in Google Analytics
       Google’s new social reports

                                             4
                                             5
Use Google Analytics
to understand true value




    Measuring assists in Google Analytics   4
        Google’s new social analytics       6
Creating funnel budget models for
                       online marketing




See http://www.smartinsights.com/digital-marketing-downloads
“Average” response/ CTR rates,
 depends on CRITICAL factors
                                               • Display ads:
                                                    – 0.05 to 0.1%
                                               • Facebook/LI ads:
                                                    – 0.01 to 0.05%
                                               • Paid search:
                                                    – 0.5% to 2%
                                               • Email (ad in Enews)
                                                    – 0.1 to 1%
                                               • Email (House list)
                                                    – 1 to 10%

http://www.nellymoser.com/action-codes/scan-response-rates
SEM Strategy: The two types of Search



                                                              Paid listings - Adwords
                                                              Pay Per Click (PPC)




                                            <title> </title> tags


Blended or
universal listings -


                                   <meta name=“description = > tags
                                   Or Snippets from page




                       Natural or organic listings -
                       Search engine optimisation (SEO)
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.
A case in point…
How good is your
                      key phrase-level reporting?
•Should show:
   • Potential demand from key phrase estimators
   • Your actual performance
     (position, clicks, conversion, sales, value):
       – Paid – absolute and relative
       – Natural – absolute and relative




Use “Google Keyword tool” to identify categories/volume of searches:
Smart Insights Gap analysis spreadsheet
Which SEO ranking factors should we focus on?
•   On page optimisation:
         • <title> tag = 4.9/5
         • Keyword frequency and density = 3.7/5
         • Keyword in headings = <h1> = 3.1, <h2> = 2.8

         • Keyword in document name = 2.8
         • Meta name description = 2/5
         • Meta name keywords = 1/5


• Off-page optimisation:
         •   More backlinks (higher PageRank)= 4/5
         •   Link anchor text contains keyword = 4.4/5
         •   Page assessed as a hub = 3.5/5
         •   Page assessed as an authority = 3.5/5
         •   Link velocity (rate at which changes) = 3.5/5

                    http://www.seomoz.org/article/search-ranking-factors
      http://www.davechaffey.com/blog/seo/update-to-seomoz-seo-ranking-factors
             http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
SEM Don’ts = problems to avoid
• SEO                                • Pay Per Click
1. Insufficient key phrase           Importance of QS not
   research and analysis             recognised, i.e.
2. Index inclusion and coverage      1. Click through rate
   poor                              2. Ad text relevance (copy)
3. Content owners / editors          3. Triggering text relevance
   don’t know rules of SEO
                                     4. Landing page relevance and
4. Insufficient unique content          speed
5. Internal linking strategies not
   used
                                       So, depends on brand,
6. External link-building tactics      copywriting, account structure,
   weak                                match types (broad, phrase,
                                       negative) and testing.
Q. Do we have adequate
keyphrase targeting for SEM?
Google+ matters (to SEO)
Q. Are we using display
      advertising effectively?
• What CTR/IR are you generating
• Re-marketing?
  – Google Display Network
  – Other networks: Struq, Criteo
• Google Promoted ad and TrueView video
• New “social ad formats”?
• New buying options on ad exchanges:
  – Real-time bidding (RTB)
  – Demand-side platforms (DSPs)
Do you use display effectively?




http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go
New display ad opportunities for B2B
http://www.advertisingperspectives.com/adbl
og/media-technology/are-ad-exchanges-and-
real-time-bidding-the-next-big-thing
Social media marketing:
    What are your challenges
      and opportunities?
• 1 Managing reputation
• 2 Delivering customer service
• 3 Acquiring new customers
• 4 Increasing and sales existing
  customers
• 5 Increasing engagement with your
  brand by adding value to customers
• 6 Harnessing insights to develop
  the brand

3-5 should run on a continuous AND
   campaign basis

They require a content AND
communications strategy to define
   resource and execution
Managing social “publishing”
                           with limited resource
                                                           1. Be relevant. Understand the content that will
                                                              appeal to different audiences.
                                                           2. Create an editorial calendar. Your social media
                                                              marketing will be more effective if you produce
                                                              content on a regular, consistent schedule.
                                                           3. Offer distribution choices, but keep a focus.
                                                              Offer choice to alert subscribers to content using
                                                              different types of channels since they will have
                                                              different preferences.
                                                           4. Syndicate through partners. Identify partner
                                                              sites and networks who may publish your
                                                              content, either in it’s original form or tailored for
                                                              their audiences.
                                                           5. Make communications two-way. Don’t just treat
                                                              the channels as an alert or update service.
                                                              Engage!


5 rules of SMO – Rohit Bhargava
http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/
Get into a rhythm…




Download “Building your Business with Facebook Pages”
Use a “conversational calendar”




     Download “Building your Business with Facebook Pages”
Love your influencers!




        Source: Influencers post
 REACH




Outreach! Collaborate with partners and influencers
       to maximise impact of social media
IDM Internet Marketing Strategy
8 techniques to encourage engagement on
                                Facebook

http://www.smartinsights.com/social-media-marketing/facebook-marketing/case-study-what-makes-these-some-of-the-most-engaged-facebook-pages-in-the-u
PRACE Summary Reach:

• Create a budget model to optimise investment in mix
   – Review the relevance of attribution models
• Bought media:
   – Increase reach and efficiency
• Earned media:
   – Prioritise investments in social media
• Owned media: Optimising content marketing
• Integration:
   – Using paid, owned, earned together
   – Integrating SEO,PPC,PR,Social, Display
 ACT
  Content
   marketing
  Email
   triggers
  Customer
   journeys
   (next
   section?)
Q. How can we make the case
for investment in content marketing?




              Stelzner: Primary vs
                 Nuclear fuel?
TEFL Taster example
Smart Insights Explainer example
Content strategy example




                                                            68% CTR
                                                            >1,000 downloads




See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/
Social channel OVP




                          •   Recruiting to Twitter
Tip: Recruit to Twitter   •   via a prize draw
                          •   promoted in Twitter
    or FB via Email
Example of an integrated
social media campaign
IDM Internet Marketing Strategy
McKay case study
7
8
E-newsletter OVP: success is all about
                relevant content
• B2B                        • B2C
  –   Make my work easier      –   Make my life easier
  –   Help me develop          –   Help me learn / have fun
  –   Make me look good        –   Make me look good
  –   Give me a great deal     –   Give me a great deal
Do you send out emails based on the
        following triggers?
Targeting by Lifecycle personalisation –
    typically using event-triggered email

                 Purchased
                   Active

               Purchased
                Inactive
                             Tesco.com
         Purchased once
                             •“Logged-on”
                             •“Cautionary”
      Registered visitor
                             •“Developing”
          Newly              •“Established”
    registered visitor       •“Dedicated”
   Return visitor
                             •“Logged-off”

First-time visitor
BT - It’s all about past actions… “Recognition of activity”



Recognition of                                          Purchase
     previous purchase                                  Dispatched +7d


                                +14d                                +21d
Example of an optimised
                                         email sequence

                                                  • 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: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
Engaging through OVPs in triggered emails
                        “Learn more through time”

                           “Watch, don’t ask”
Quality content develops OVP
http://bit.ly/smarttriggers
PRACE summary: Act
• Content marketing is vital for cut-through in
  many markets to encourage consumer
  engagement and provide a fuel for outreach
• Triggered or behavioural email marketing is
  effective to start relationship in many sectors
• Understand customer journeys to make your
  messaging more effective
CONVERT
 Site design
 and UX
 CRO
 Customer
 journeys
Activity: improving site effectiveness

• For each site please summarise
  – 1. Audiences targeted
  – 2. Key brand messages
        – Product or service offer
        – Online value proposition to encourage interaction and return?

  – 3. Key outcomes or Analytics goals
• Group to feedback:
  – Examples of techniques where 1-3 are effective
  – Suggestions for improvements of 1-3
Bad design isn’t hard to find…
Q. Are we following persuasive
    design “best practices”




              Source: Jakob Nielsen useit.com
Persistent UX myth 1:
     3 click rule




                    Source: UIE
Persistent UX myth 2:
Make the home page scrollable




                 Source: CX Partners
Source: CX Partners
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
Q. Do we have a structured approach to
       improve site effectiveness
IDM Internet Marketing Strategy
Source: Craig Sullivan independent survey
Leverage your analytics through granular analysis -
        content drilldown shows relative
           effectiveness of page types
How effective is your scent?




        Example SCENT TRAILS

           NEW CUSTOMER?

<CUSTOMER-CENTRIC SERVICE NAMES>

        WHERE / HOW TO BUY?

          WHY CHOOSE US?
Are you appealing to different buying
          behaviours and motivations?
                            •   The Methodical focuses on HOW-type questions:
                                 – What are the details?
                                 – What's the fine print?
                                 – How does this work?
                            •   The Humanistic focuses on WHO-type questions:
                                 – How will your product or service make me feel?
                                 – Who uses your products/service?
                                 – Who are you? Tell me who is on your staff, and let me
                                   see bios
                            •   The Spontaneous focuses on WHY- and sometimes
                                WHEN-type questions:
                                 – How can you get me to what I need quickly?
                                 – Do you offer superior service?
                                 – Can I customize your product or service?
                            •   The Competitive focuses on WHAT-type questions:
                                 – What are your competitive advantages?
                                 – What makes you the superior choice?
                                 – What makes you a credible company?




See http://www.grokdotcom.com/topics/copywritinghype2.htm
Effective home page examples
B2B example:
         The evolution of Salesforce landing pages




http://www.smartinsights.com/blog/web-design/perfect-landing-page
Autoglass MVT case study - control
TV Comparison
TV - Off                   TV - On
Service message testing
IDM Internet Marketing Strategy
IDM Internet Marketing Strategy
Source: Craig Sullivan (Belron/Autoglass)
Mobile best practice?




          Source: Mobile marketing 2015
IDM Internet Marketing Strategy
Key mobile marketing questions
Business                    Implementation
• Q. Can we use mobile to   • Email
  expand reach?                – Should we support mobile?
• Q. Will mobile            • Website:
  increase sales?
                               – Do we need a mobile
• Q. How much will mobile        version of our website?
  increase customer
                               – Will mobile SEO help us?
  engagement?
                               – Should we use Adwords
                                 mobile
                            • Apps:
                               – Should we create (apps?)
PRACE Summary: Conversion
1. Use analytics to understand entry points,
   sources into site – path analysis.
2. Define primary customer journeys and brand
   messages (don’t forget the OVP!)
3. Use AB and MVT to optimise conversion
4. Use feedback tools to assess and improve
   experience and what it adds to the brand
5. Don’t forget offline journeys
6. Invest in the right type of mobile
   experience
 ENGAGE
  Customer
   comms
  Social
   media
  Mobile
   marketing
IDM Internet Marketing Strategy
Parasuraman,A.;Berry,Leonard L.;Zeithaml,Valarie A.,
“A Conceptual Model of Service Quality and Its Implications for Future Research”,
                  Journal of Marketing, 1985, 49, 4, 41-50.
Q. How effective is our feedback cycle?




                        Source: ACSI
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
Gaining site and business innovation ideas through
                     Uservoice
Your email marketing capability?




Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
Example of dynamic content insertion




                                                                                            Tip. Change order of offers
                                                                                                     or features
                                                                                               according to segment
                                                                                               to increase relevance




Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion
Disclosed
 Demographics

     Clinique
use different styles
and tones for girls
and boys segments
Combing tech + social segmentation




                                         E.G.
                                        Receive
                                         MMS




    E.G.
 Receive
 Bill insert




                                     Source:
Source:
Example – combined segments
Targeting customers based on value

        Customer          Good customers             Very good customers
        quality
                                15 %                            15 %
              high



                           One time shoppers          Average customers
                           with low potential
              low
                                60 %                            10 %

                                                                               Customer
                                  low                           high           potential

Indicators for customer quality                    Indicators for customer potential

Order value per received catalogue                     Last date of purchase
Order value per season                                 Number of active seasons
Gross margin in % of net sales                         Channel usage score
Returns in % of order value                            Number of different product categories

     Source: Chris Poad, Otto, E-consultancy masterclass 2006
IDM Internet Marketing Strategy
RF engagement scoring example
                                                                                                     Scoring:

                                                                                             Recency
                                                                                             Low
                                                                                             1 = > 24months
                                                                                             2 = 19-24 months
                                                                                             3 = 13-18 months
                                                                                             4 = 7-12 months
                                                                                             5 = 0-6 months
                                                                                             High

                                                                                             Frequency
                                                                                             Low
                                                                                             1 = One purchases
                                                                                             2 = Two purchases
                                                                                             3 = Three
                                                                                             4 = Four
                                                                                             5 = Five
                                                                                             High



                                                                                             Note here boundaries are defined
                                                                                                to illustrate behaviour. There
                                                                                            are a different number in each group
Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue
Build in social sharing
into contact strategies
                           Source: eCircle case study
PRACE Summary: Engage
• Understand the “satisfaction gap” for your
  site and related customer service
• Review approaches to email marketing
  targeting to deliver more relevant messages
All the best for your digital journey!
                     Questions & discussion welcome


                                 • Blog
                                 www.smartinsights.com/blog
uk.linkedin.com/in/davechaffey

                                 • Feeds
                                 www.feedburner.com/smartinsights

facebook.com/smartinsights
                                 • E-newsletter
                                 www.smartinsights.com

twitter.com/smartinsights
Key E-campaign ingredient 1?
Buzz = “Big Idea”
       Engaging + Participative +
              Shareable
• Example engagement devices:
  – Search boxes
  – Questions
  – Quizzes
  – Polls
  – Calculators
  – Interactive Q&A
  – Call-backs
  – Viral games
Key E-campaign ingredient 2
Big idea connected to campaign
             goals
Key E-campaign ingredient 3?
www.tourismirelandtaxichallenge.com



            Tip. Give your campaign momentum, inertia!


                                                         135
How effective is our media planning?
• Balancing Reach and Frequency:
  – Reach: percentage of people within a given
    universe who are exposed to a particular
    advertisement at least once within a given
    period of time.
  – Frequency: Number of times a unique web
    user is exposed to ad.
  – Effective Reach: percentage of the universe
    reached at a particular frequency.

   Tip: Ask agency to plan/report for Reach and Effective reach.
              Source: Atlas Institute Insights:
              http://www.atlassolutions.com/institute_marketinginsights.aspx
Key E-campaign ingredient 4?
Reach prospects and customers through
         your web or network
Key E-campaign
 ingredient 5?
Example of an optimised
                                         email sequence

                                                  • 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: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
Social channel OVP




                          •   Recruiting to Twitter
                          •   via a prize draw
                          •   promoted in Twitter


Tip: Recruit to Twitter
    or FB via Email
Success factors
                  According to Jas Dhaliwal
                  Head of communities

                  1. Content
                  Own + Curated

                  2. Community
                  Listen to build better
                  products and offer
                  better service

                  3. Customer service
                  Dedicated support
                  channel – encourage to
                  log ticket

                  4. Collaboration
                  Encourage community
                  to help others


View case study
Example of an integrated
social media campaign
IDM Internet Marketing Strategy
McKay case study

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IDM Internet Marketing Strategy

  • 1. IDM Diploma in Digital Marketing Dr Dave Chaffey www.smartinsights.com/presentations Burberry case study
  • 2. Purpose of today’s strategy sessions • Give you: – A process for creating a plan – 2 key frameworks for planning – Questions to ask to define plan – Tools / URLs for analysis / best practice • Help you: – Assignments – Exams – Work – practical tips to apply back in office • Please… – Ask questions – Share your experiences • Introductions…
  • 3. Introductions – About Dave Chaffey • Books  Online advice and consulting www.smartinsights.com  Qualifications and training www.theidm.com Smart Insights and IDM partners: 50% Discount to support students  Insights Director www.clickthrough-marketing.com
  • 4. About you: Introductions Please share… ► 1. Your role – digital specialist and/or marketing strategist? For each table: ► 2. What happens if we don’t have a strategy
  • 5. Structure: 5 practical learning goals for today’s workshop 1. Plan: Create or refine a strategy to improve results from digital marketing. 2. Reach: Review company use of digital media to reach target audiences. 3. Act: Assess content marketing techniques to encourage interactions on soci media and other platforms. 4. Convert: Define approaches to increase conversion to offline leads and sales. 5. Engage: Develop an integrated communications strategy for you website, social and email communications.
  • 6. Digital marketing frameworks
  • 7. Inbound/content, social and search marketing - The heart of your digital marketing strategy
  • 8. PLAN: Segmentatio n Targeting Objectives Positioning (OVP) Integration? Resourcing? Output: SWOT, Key Issues
  • 9. Q. Have we reviewed current online marketing effectiveness in digital-specific SWOT?
  • 10. Example digital strategies  When reviewing SWOT, group by  Plan – governance and brand management issues  Reach communications (e.g. role of Google and other intermediaries, mix)  Act i.e. content marketing and lead generation  Conversion (experience) Proposition  Engage - customer development including contact strategies, targeting http://bit.ly/smartswot
  • 11. Q. Have we benchmarked our digital marketing capabilities? http://bit.ly/smarthealthcheck
  • 12. Q. How will digital support growth using digital to align or impact?
  • 13. Situation analysis: Q. Is our plan in line with marketplace dynamics? Organisation E-marketing Efficiency Organisation E-marketing Marketplace Effectiveness
  • 14. DEEPLIST for macro-environment Which are most important for digital? • Demographic: percentage of each population online can be analysed in terms of age, household size and type, income, gender, ethnicity, employment status, work patterns mobility etc. • Economics: taxation controls, monetary and competition policies, fiscal policies. • Environment: country specific attitudes towards physical environmental issues, for example energy consumption, spatial distribution of populations. • Political: power and influence of Government agencies and regulatory bodies, public opinion, pressure groups, Internet governance. • Legal: trading laws and restrictions, advertising standards and controls, taxation laws. • Information: Availability of consumer / company data and information, access to this type of data and how it is used, information control. • Social: needs and wants of target communities, extent of social exclusion, individual levels of trust and perceptions of security, social discrimination. • Technology: Access to technology, innovation, adoption rates, applications of technology. Tip: 1-2 sides max in assignment, can include DST under customer
  • 15. Tip. Create an online marketplace map to understand your customer influencers Key Point Key Point
  • 16. Q. Have we defined main targeting approaches? http://bit.ly/smarttargeting Targeting approaches Method 1. Classic profile-based Target media or messaging based on demographic segmentation characteristics 2. Search behaviour Grouped by volume and value 3. Content consumption Using ad networks including GDN 4. SN interest-based targeting For example, Facebook, LinkedIn interests 5. Web personas Combine other characteristics and behaviours 6. Customer lifecycle Target messages according to length of time using online services 7. Customer value Review current and future potential 8. Campaign message response Use “sense and respond” behavioural targeting behaviour based on RFM 9. Buying motivations and Evaluation method and sensitivity to pricing behaviours against features, benefits, brand value 10. Channel preference Communicate with customer in their preferred media (and according to value)
  • 17. Tip – create a layered segmentation - an example from eBay
  • 19. Forrester Research on “site design personas” • Ethnographic researchers averaged – 21 i/views per project for 4 personas, $47K – $10K to 100 i/views for 8 personas, $500K • Examples: – Ford uses 3 buyer personas at Ford.com • Primary persona ‘Marie’ – just beginning car shopping process, hasn’t settled on brand, doesn’t know about cars, needs Help! – Staples.com has 7 for shoppers – Microsoft had 7 for Windows XP • Segment on key characteristics/behaviours – “Seeks high quality”, “Seeks low cost” – “Starting evaluation”, “Final decision” – Occasional visitor, frequent visitor http://bit.ly/smartpersonas
  • 21. For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands www.dulux.co.uk
  • 22. Q. Are we harnessing insight? Ruder Finn
  • 23. Activity - always start with the customer! • What types of key information do we need to research about our online customer? Please share sources, research you have completed? – – – – – – – See http://bit.ly/smartkeywords
  • 24. Q. Do we have the right improvement process? http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
  • 25. Tip: Integrate Analysis: Goals: Strategies: Tactics http://bit.ly/smartintegration
  • 26. Activity - Selecting the right digital channels goals and tracking metrics – “the critical few” Please suggest relevant objectives and measures of digital marketing performance for i-to-i in these areas: a. Reach: Attract visits to your sites and presence, reach audience on other sites a. Act: Engage with site or presence, convert to leads c. Convert: Convert to sale d. Engage: Developing long-term customer relationships
  • 27. 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 category
  • 28. Key Q. Do we have clear online positioning? Point • Core brand proposition = Marketing Mix: – Who you are? – What you do? – Where you do it? – What makes you different? • OVP - Online Value Proposition – What can your provide to help/inform/entertain me online? – Reinforces core brand proposition and credibility, but messaging shows… – Different OVPs for different markets and audiences – Value that a site visitor get from your online brand or campaign that… • They can’t get from you offline? • They can’t get from competitors? – Develop content strategy to develop OVPs – Communicate message forcefully: online and offline
  • 29. What is your brand personality? • Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. • Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. Source:
  • 30. Key brand messages defined throughout the customer journey
  • 31. Mobile and App OVP MOBILE EMAIL USAGE APPS http://www.smartinsights.com/digital-marketing-strategy-alerts/mobile-marketing-statistics/
  • 32. Q. How should we support integration? http://www.smartinsights.com/analytics-conversion-optimisation-alerts/multichannel-customer-
  • 33. “Mapping Interactive brand ecosystems” aka customer journeys FROM THIS TO THIS Source Nate Elliot, Analyst at Forrester Research
  • 34. Making the 3 layers work together Transaction Interaction Reach layer layer layer Source Nate Elliot, Analyst at Forrester Research
  • 36. Key Integration = Point Supporting channel-switching behaviour How well do you support channel switching? Tracked call? Live Chat? Callback?
  • 37. PRACE Summary - Plan • Digital marketing strategy is a channel strategy – Informed by insight on customer channel behaviour and marketplace activity = intermediaries, competitors – Objectives for future online and offline contribution % should drive our strategy – Channel strategy thrives on differentials – BUT, need to manage channel integration • Alignment - digital marketing strategy defines how we : • Hit our channel leads & sales targets – Improve efficiency of Acquisition, Conversion, Retention • Prioritise audiences targeted through channel • Communicate benefits of using digital channels • Deliver relevant experiences through a content or engagement strategy
  • 38. REACH Investment? Search Display Social media
  • 39. Q. Which media should we invest in?
  • 40. A balanced traffic/online media mix? Source: Google Analytics data Analytics
  • 41. Activity – evaluating the value of digital media channels Your ideas on good practices to assess, to prove the effectiveness of digital marketing channels? • • • • •
  • 42. How should we determine investment in digital channels? • 1. Setup marketing source codes for Google Analytics (to minimise direct traffic) • 2. Assess response rates = CTR  Conversion to lead  Conversion to sale • 3. Assess cost effectiveness = CPC  CPA  ROI  LTV • 4. Go beyond last-click to weighted attribution and multichannel assists in Google Analytics • 5. Branding effects = Awareness, Interest, Desire, Action (on or offline) • 6. Media multiplier / halo effect • 7. Incremental reach = Availability of impressions in different channels e.g. Maxing out on searches, targeted inventory, Increasing frequency • 8. Risk diversification – avoid all eggs in one basket? • 9. Opportunities to test and learn • 10. Hold out testing (part audience isn’t exposed to campaigns)
  • 43. Latest UK ad spend figures (IAB/PwC) Online 25% of total http://www.smartinsights.com/digital-marketing-strategy- alerts/uk-online-ad-spend-latest-statistics-released/
  • 44. How good is your online campaign reporting in attributes leads and sales? • Q1. Are you using last click tracking only? • Q2. Do you understand multi-touch customer behaviour on path to purchase? Google Analytics “Multichannel Funnels” can help here http://www.smartinsights.com/blog/web-analytics/media-conversion-attribution
  • 45. Use Google Analytics MCF to understand true value Measuring assists in Google Analytics Google’s new social reports 4 5
  • 46. Use Google Analytics to understand true value Measuring assists in Google Analytics 4 Google’s new social analytics 6
  • 47. Creating funnel budget models for online marketing See http://www.smartinsights.com/digital-marketing-downloads
  • 48. “Average” response/ CTR rates, depends on CRITICAL factors • Display ads: – 0.05 to 0.1% • Facebook/LI ads: – 0.01 to 0.05% • Paid search: – 0.5% to 2% • Email (ad in Enews) – 0.1 to 1% • Email (House list) – 1 to 10% http://www.nellymoser.com/action-codes/scan-response-rates
  • 49. SEM Strategy: The two types of Search Paid listings - Adwords Pay Per Click (PPC) <title> </title> tags Blended or universal listings - <meta name=“description = > tags Or Snippets from page Natural or organic listings - Search engine optimisation (SEO)
  • 50. 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.
  • 51. A case in point…
  • 52. How good is your key phrase-level reporting? •Should show: • Potential demand from key phrase estimators • Your actual performance (position, clicks, conversion, sales, value): – Paid – absolute and relative – Natural – absolute and relative Use “Google Keyword tool” to identify categories/volume of searches: Smart Insights Gap analysis spreadsheet
  • 53. Which SEO ranking factors should we focus on? • On page optimisation: • <title> tag = 4.9/5 • Keyword frequency and density = 3.7/5 • Keyword in headings = <h1> = 3.1, <h2> = 2.8 • Keyword in document name = 2.8 • Meta name description = 2/5 • Meta name keywords = 1/5 • Off-page optimisation: • More backlinks (higher PageRank)= 4/5 • Link anchor text contains keyword = 4.4/5 • Page assessed as a hub = 3.5/5 • Page assessed as an authority = 3.5/5 • Link velocity (rate at which changes) = 3.5/5 http://www.seomoz.org/article/search-ranking-factors http://www.davechaffey.com/blog/seo/update-to-seomoz-seo-ranking-factors http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
  • 54. SEM Don’ts = problems to avoid • SEO • Pay Per Click 1. Insufficient key phrase Importance of QS not research and analysis recognised, i.e. 2. Index inclusion and coverage 1. Click through rate poor 2. Ad text relevance (copy) 3. Content owners / editors 3. Triggering text relevance don’t know rules of SEO 4. Landing page relevance and 4. Insufficient unique content speed 5. Internal linking strategies not used So, depends on brand, 6. External link-building tactics copywriting, account structure, weak match types (broad, phrase, negative) and testing.
  • 55. Q. Do we have adequate keyphrase targeting for SEM?
  • 57. Q. Are we using display advertising effectively? • What CTR/IR are you generating • Re-marketing? – Google Display Network – Other networks: Struq, Criteo • Google Promoted ad and TrueView video • New “social ad formats”? • New buying options on ad exchanges: – Real-time bidding (RTB) – Demand-side platforms (DSPs)
  • 58. Do you use display effectively? http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go
  • 59. New display ad opportunities for B2B
  • 61. Social media marketing: What are your challenges and opportunities? • 1 Managing reputation • 2 Delivering customer service • 3 Acquiring new customers • 4 Increasing and sales existing customers • 5 Increasing engagement with your brand by adding value to customers • 6 Harnessing insights to develop the brand 3-5 should run on a continuous AND campaign basis They require a content AND communications strategy to define resource and execution
  • 62. Managing social “publishing” with limited resource 1. Be relevant. Understand the content that will appeal to different audiences. 2. Create an editorial calendar. Your social media marketing will be more effective if you produce content on a regular, consistent schedule. 3. Offer distribution choices, but keep a focus. Offer choice to alert subscribers to content using different types of channels since they will have different preferences. 4. Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences. 5. Make communications two-way. Don’t just treat the channels as an alert or update service. Engage! 5 rules of SMO – Rohit Bhargava http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/
  • 63. Get into a rhythm… Download “Building your Business with Facebook Pages”
  • 64. Use a “conversational calendar” Download “Building your Business with Facebook Pages”
  • 65. Love your influencers! Source: Influencers post
  • 66.  REACH Outreach! Collaborate with partners and influencers to maximise impact of social media
  • 68. 8 techniques to encourage engagement on Facebook http://www.smartinsights.com/social-media-marketing/facebook-marketing/case-study-what-makes-these-some-of-the-most-engaged-facebook-pages-in-the-u
  • 69. PRACE Summary Reach: • Create a budget model to optimise investment in mix – Review the relevance of attribution models • Bought media: – Increase reach and efficiency • Earned media: – Prioritise investments in social media • Owned media: Optimising content marketing • Integration: – Using paid, owned, earned together – Integrating SEO,PPC,PR,Social, Display
  • 70.  ACT  Content marketing  Email triggers  Customer journeys (next section?)
  • 71. Q. How can we make the case for investment in content marketing? Stelzner: Primary vs Nuclear fuel?
  • 72. TEFL Taster example Smart Insights Explainer example
  • 73. Content strategy example 68% CTR >1,000 downloads See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/
  • 74. Social channel OVP • Recruiting to Twitter Tip: Recruit to Twitter • via a prize draw • promoted in Twitter or FB via Email
  • 75. Example of an integrated social media campaign
  • 78. 7 8
  • 79. E-newsletter OVP: success is all about relevant content • B2B • B2C – Make my work easier – Make my life easier – Help me develop – Help me learn / have fun – Make me look good – Make me look good – Give me a great deal – Give me a great deal
  • 80. Do you send out emails based on the following triggers?
  • 81. Targeting by Lifecycle personalisation – typically using event-triggered email Purchased Active Purchased Inactive Tesco.com Purchased once •“Logged-on” •“Cautionary” Registered visitor •“Developing” Newly •“Established” registered visitor •“Dedicated” Return visitor •“Logged-off” First-time visitor
  • 82. BT - It’s all about past actions… “Recognition of activity” Recognition of Purchase previous purchase Dispatched +7d +14d +21d
  • 83. Example of an optimised email sequence • 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: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
  • 84. Engaging through OVPs in triggered emails “Learn more through time” “Watch, don’t ask”
  • 87. PRACE summary: Act • Content marketing is vital for cut-through in many markets to encourage consumer engagement and provide a fuel for outreach • Triggered or behavioural email marketing is effective to start relationship in many sectors • Understand customer journeys to make your messaging more effective
  • 88. CONVERT Site design and UX CRO Customer journeys
  • 89. Activity: improving site effectiveness • For each site please summarise – 1. Audiences targeted – 2. Key brand messages – Product or service offer – Online value proposition to encourage interaction and return? – 3. Key outcomes or Analytics goals • Group to feedback: – Examples of techniques where 1-3 are effective – Suggestions for improvements of 1-3
  • 90. Bad design isn’t hard to find…
  • 91. Q. Are we following persuasive design “best practices” Source: Jakob Nielsen useit.com
  • 92. Persistent UX myth 1: 3 click rule Source: UIE
  • 93. Persistent UX myth 2: Make the home page scrollable Source: CX Partners
  • 95. 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
  • 96. Q. Do we have a structured approach to improve site effectiveness
  • 98. Source: Craig Sullivan independent survey
  • 99. Leverage your analytics through granular analysis - content drilldown shows relative effectiveness of page types
  • 100. How effective is your scent? Example SCENT TRAILS NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> WHERE / HOW TO BUY? WHY CHOOSE US?
  • 101. Are you appealing to different buying behaviours and motivations? • The Methodical focuses on HOW-type questions: – What are the details? – What's the fine print? – How does this work? • The Humanistic focuses on WHO-type questions: – How will your product or service make me feel? – Who uses your products/service? – Who are you? Tell me who is on your staff, and let me see bios • The Spontaneous focuses on WHY- and sometimes WHEN-type questions: – How can you get me to what I need quickly? – Do you offer superior service? – Can I customize your product or service? • The Competitive focuses on WHAT-type questions: – What are your competitive advantages? – What makes you the superior choice? – What makes you a credible company? See http://www.grokdotcom.com/topics/copywritinghype2.htm
  • 102. Effective home page examples
  • 103. B2B example: The evolution of Salesforce landing pages http://www.smartinsights.com/blog/web-design/perfect-landing-page
  • 104. Autoglass MVT case study - control
  • 105. TV Comparison TV - Off TV - On
  • 109. Source: Craig Sullivan (Belron/Autoglass)
  • 110. Mobile best practice? Source: Mobile marketing 2015
  • 112. Key mobile marketing questions Business Implementation • Q. Can we use mobile to • Email expand reach? – Should we support mobile? • Q. Will mobile • Website: increase sales? – Do we need a mobile • Q. How much will mobile version of our website? increase customer – Will mobile SEO help us? engagement? – Should we use Adwords mobile • Apps: – Should we create (apps?)
  • 113. PRACE Summary: Conversion 1. Use analytics to understand entry points, sources into site – path analysis. 2. Define primary customer journeys and brand messages (don’t forget the OVP!) 3. Use AB and MVT to optimise conversion 4. Use feedback tools to assess and improve experience and what it adds to the brand 5. Don’t forget offline journeys 6. Invest in the right type of mobile experience
  • 114.  ENGAGE  Customer comms  Social media  Mobile marketing
  • 116. Parasuraman,A.;Berry,Leonard L.;Zeithaml,Valarie A., “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 1985, 49, 4, 41-50.
  • 117. Q. How effective is our feedback cycle? Source: ACSI
  • 118. 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
  • 119. Gaining site and business innovation ideas through Uservoice
  • 120. Your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
  • 121. Example of dynamic content insertion Tip. Change order of offers or features according to segment to increase relevance Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion
  • 122. Disclosed Demographics Clinique use different styles and tones for girls and boys segments
  • 123. Combing tech + social segmentation E.G. Receive MMS E.G. Receive Bill insert Source:
  • 125. Targeting customers based on value Customer Good customers Very good customers quality 15 % 15 % high One time shoppers Average customers with low potential low 60 % 10 % Customer low high potential Indicators for customer quality Indicators for customer potential Order value per received catalogue Last date of purchase Order value per season Number of active seasons Gross margin in % of net sales Channel usage score Returns in % of order value Number of different product categories Source: Chris Poad, Otto, E-consultancy masterclass 2006
  • 127. RF engagement scoring example Scoring: Recency Low 1 = > 24months 2 = 19-24 months 3 = 13-18 months 4 = 7-12 months 5 = 0-6 months High Frequency Low 1 = One purchases 2 = Two purchases 3 = Three 4 = Four 5 = Five High Note here boundaries are defined to illustrate behaviour. There are a different number in each group Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue
  • 128. Build in social sharing into contact strategies Source: eCircle case study
  • 129. PRACE Summary: Engage • Understand the “satisfaction gap” for your site and related customer service • Review approaches to email marketing targeting to deliver more relevant messages
  • 130. All the best for your digital journey! Questions & discussion welcome • Blog www.smartinsights.com/blog uk.linkedin.com/in/davechaffey • Feeds www.feedburner.com/smartinsights facebook.com/smartinsights • E-newsletter www.smartinsights.com twitter.com/smartinsights
  • 132. Buzz = “Big Idea” Engaging + Participative + Shareable • Example engagement devices: – Search boxes – Questions – Quizzes – Polls – Calculators – Interactive Q&A – Call-backs – Viral games
  • 133. Key E-campaign ingredient 2 Big idea connected to campaign goals
  • 135. www.tourismirelandtaxichallenge.com Tip. Give your campaign momentum, inertia! 135
  • 136. How effective is our media planning? • Balancing Reach and Frequency: – Reach: percentage of people within a given universe who are exposed to a particular advertisement at least once within a given period of time. – Frequency: Number of times a unique web user is exposed to ad. – Effective Reach: percentage of the universe reached at a particular frequency. Tip: Ask agency to plan/report for Reach and Effective reach. Source: Atlas Institute Insights: http://www.atlassolutions.com/institute_marketinginsights.aspx
  • 138. Reach prospects and customers through your web or network
  • 140. Example of an optimised email sequence • 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: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
  • 141. Social channel OVP • Recruiting to Twitter • via a prize draw • promoted in Twitter Tip: Recruit to Twitter or FB via Email
  • 142. Success factors According to Jas Dhaliwal Head of communities 1. Content Own + Curated 2. Community Listen to build better products and offer better service 3. Customer service Dedicated support channel – encourage to log ticket 4. Collaboration Encourage community to help others View case study
  • 143. Example of an integrated social media campaign

Editor's Notes

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