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.

1. Innovating Digital:
2019 and beyond
Thursday 25th April 2019

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Download : www.slideshare.net/DaveChaffey
Innovating Digital: 2019 and beyond
Dr Dave Chaffey, co-founder and
Content Director, Smart Insights

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Latest Gartner Hype Cycles compilation

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Digital Marketing consultant, trainer and author
since 1997
Co-founder and content director of
SmartInsights.com - a marketing advice
community with > ½ million uniques/month.
Premium members in over 120 countries use our
planning guides, templates and online courses
to Plan, Manage and Optimize their digital
marketing.
About Dave Chaffey and Smart Insights

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About you. Q. Which marketing activity will most
INCREASE your commercial returns in 2019?
• 1. Artificial Intelligence and Machine Learning
• 2. “Big Data” including predictive analytics
• 3. Content Marketing
• 4. Conversion Rate Optimisation
• 5. Marketing Automation
(incl. email, lead scoring, personalisation)
• 6. Mobile Marketing
• 7. Social media marketing

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Smart Insights Digital marketing trends article

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OURSTRUCTURE

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PLAN
Creating an integrated digital marketing strategy
for ‘always-on’ and campaign activities

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Source: Customer lifecycle guide
Customer lifecycle omnichannel touchpoint review –
filling gaps and optimisation needed!

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Customer lifecycle touchpoint review –
filling gaps and optimisation needed!

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Q. Do you have a defined digital marketing strategy?
Source: Free Managing Digital Marketing 2019 report

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

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

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Digital Deniers?

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What drives business growth?
Source: CMO Survey arranged by Duke University Fuqua Business School, Deloitte and the American Marketing Association

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What drives business growth?
Source: CMO Survey arranged by Duke University Fuqua Business School, Deloitte and the American Marketing Association

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Understanding audience digital preferences

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Example personas for B2B marketing
automation software
Mistake = Misusing Personas

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Persona details
Details need for an
effective persona:
• A. Characteristics
• B. Motivations and
Buyer behaviour
• C. Customer journey/
content mapping

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

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Mistake – Not
developing DVPs?
Audience use of
website and social >
Personas
Commercial goals >
Customer
engagement goals
> DVP
Branded
Content Marketing
Engagement Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
DVP = Digital Value Proposition
= Brand adding value to audiences
 Help me Buy! (Online OR offline)
 Help me Use products
 Help me do my job / live my life
 Help me develop / learn
 Make me look good (to colleagues or family)
 Entertain Me!
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Consumer DVP with clear outcomes

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Subscription commerce example

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

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REACH
Increasing awareness and demand generation

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Optimizing platform spend and best practices

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How does your traffic mix compare?
Source: Parse.ly

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Integrating Martech, data and insight
Download: http://bit.ly/smartdigitaltools

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Integrating Martech, data and insight
Download: http://bit.ly/smartdigitaltools

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How are businesses integrating Martech?

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Example
technique 1:
Capture audience
insights via
Facebook
Source: Facebook IQ : Audience Insights

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Example
technique 2:
capture audience
intent via
Google
Keyword
Planner
Source: Google Keyword Planner

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Example technique 3.
Capture audience
insights via
LinkedIn campaign
manager and website
demographics

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GDPR = done? Are you ready for ePR?
The ePR focuses on the confidentiality of
users’ electronic communications. It will
also regulate activities such as:
• direct marketing,
• website audience measurement,
• the transmission of communications
across devices and browsers, and
• cookies set on users’ machines.
• According to ePR Recital 2, it intends
to “particularise and
complement” the provisions for
personal data laid down by the GDPR
by “translating its principles into
specific rules”.

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SEO - dig deep with improved insights
Mine Google Analytics and
Google Search Console
HubSpot :
“Historical optimization”
Protect your top 10,-100
landing pages
Optimize by
• Country
• Mobile (AMP)
Searchmarketing

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Details of SEO visibility

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ACT
Encouraging digital interaction and leads

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Content marketing strategy

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Source: Scott Brinker, The 4th Wave of Content Marketing
Building in interactivity

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Quiz example

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B2B
Account-based
marketing
12 ways to target
using account-based
advertising

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Next-best content
with Brightinfo, Evergage and Google Optimize

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Reviewing your use of IRM
Source: Onalytica: Influencer marketing guide
Capabilities:
• Influencer
analysis
• Measurement
• Content
• People
• Process

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Convert
Generating offline sales using digital techniques

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Multiplatform matters

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Mobile experience strategy
• Mobile responsive design (RWD) vs
• AMPs: Accelerated mobile Project Pages (AMPs)
• PWAs: Progressive Web Apps

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How many structured experiments
does your business run each month?

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Regular
optimization :
Google Data
Studio

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Our experience = CRO works!
Test example from Convert.com
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B2BAutomation

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B2BAutomation

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Automation 1 Welcome Sequence

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Automation 2. Targeted welcome sequence
Open rate Clickthrough rate
Before 20.0% 1.9%
After 18.9 – 27.4% 7.5% -
20.6%
B2BAutomation

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Automation 3. B2B conversational site messaging
B2BAutomation

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AI-based
follow-up
with NLG
from
Conversica

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Automation 4. Use a layered targeting
email system with dynamic content
Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and Deals Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Source: Harriet Mitchell Smart Insights Digital Impact conference

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Hero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Product modules can vary in number and format.
Maximum of 8 modules per email.
Product Modules

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Engage
Using online marketing to engage your audience
and advocacy using email marketing and social media

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Communications preferences
Source: DMA/Pure360

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Loyalty preferences
• Active loyals: Tend to stay loyal to brand/shops
and sites for both everyday and important
purchases
• Habitual loyals: Tend to stay loyal for everyday
purchases, but less so for important purchases
• Situational loyals: Tend to be loyal when
making important purchases, but are more
flexible and fleeting when making everyday
purchases – when it matters most, these
people will default to using their trusted
brands
• Active disloyals: Tend to disagree with the
statements and are hence much more likely to
be disloyal in their approach to brands

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Marketing AI options
Source: Premium members Machine Learning and AI briefing

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‘Hyperpersonalisation’
AI-based
merchandising
strategy
Source: Apptus

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B2C Email Optimization Example
Elisabeth Forsup –
Group Head of CRM
MyOptique
View example

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Example of content module test
Elisabeth Forsup –
Group Head of CRM
MyOptique
View example
B2BOptimisation

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Have you reviewed your digital capability gap?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

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Do you have the personal skills to compete?
Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan

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