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Optimising Your Digital Marketing Mix

Digital Marketing Mix Keynote Technology for Marketing and Advertising 2010 by Dave Chaffey

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Optimising Your Digital Marketing Mix

  1. 1. Optimising YourDigital Marketing Mix<br />Dave Chaffey, Insights Director<br />Presented at Technology for Marketing, London<br />24th February 2010<br />
  2. 2. About Dave Chaffey<br />Search &Conversion<br />Advice &Learning<br />Strategy<br />consulting<br />Best practice<br />Qualifications<br />Books<br />
  3. 3. Agenda<br />2<br />1<br />4<br />3<br />6<br />5<br />8<br />7<br /> The UK Digital Landscape in 2010<br /> Do we REALLY understand our customers? <br /> How much budget should we invest in digital?<br /> What should our online mix look like?<br /> What’s hot?<br /> What’s not?<br /> Key campaign ingredients<br />Summary<br />Download presentation from:<br />
  4. 4. 1. 2010 UK Digital Landscape<br />Where should we be focusing our resources?<br />
  5. 5. Which planets are you on?<br />
  6. 6. Recommendation: Audit to market map your sector<br />Tip: Review how you exploit “the long tail”<br />
  7. 7. How social are we?<br />
  8. 8. 2. Do we REALLY understand our customers?<br />
  9. 9. Understanding online search behaviours<br />‘Explorer’<br />Browsing<br />‘Hunter’Researching<br />‘Tracker’Completing<br />Define<br />requirements<br />Select supplier(enquire)<br />‘What’s out<br />there’<br />Destination purchase(buy)<br />Assess <br />supplier<br />capabilities<br />‘Inspireme’<br />Undirected, exploratory<br />Directed goal-oriented<br /><br /><br />
  10. 10.<br />
  11. 11. Q. Are we taking advantage of the reliable insight tools?<br />
  12. 12. Analyse keyword type mix & contribution<br />Source: Google UK<br />
  13. 13. Identifying potential from in-depth analysis<br />Using Excel VLOOKUP() to integrate data sources<br />Learn from conversion rates, CPA and ROI stats.<br />Identifying customer demand<br />Tip: Produce a gap analysis <br />Integrating paid and natural search<br />
  14. 14. Q. Which terms are really driving success?<br />Tip: Use a weighted attribution model<br />
  15. 15. 3. How much budget for digital?<br />It depends…<br />
  16. 16. 2010 Proportion of Marketing budget in digital<br />Source:  Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report<br />
  17. 17. Start with your goals Q. Are we clear on our objectives for each search and visit?<br />Generate sale or lead (on & <br /> offline)<br /><ul><li>Visit conversion rate
  18. 18. Lead – E-mail address
  19. 19. Call back</li></ul>2 Engage audience<br /><ul><li>Reduce bounce rate
  20. 20. Increase value events
  21. 21. Increase return rate</li></ul>3 Answer the visitors’ questions:<br /><ul><li>Entry or subsequent page
  22. 22. New to company
  23. 23. Customer or prospect
  24. 24. Targeted segments</li></ul>4 Showcase range of products (cross-sell)<br />5Reinforce key brand messages (99% won’t convert in single <br /> session)<br />6 Attract visitors = SEO <br />Prominent Unique phone number for tracking<br />1<br />Incentivised<br />Lead generation <br />form <br />2<br />Key brand messages<br />3<br />Conversion goals+ OVP<br />SEO Relevance headings0<br />4<br />Answer customers’ concerns<br />5<br />6<br />
  25. 25. B2B example:The evolution of Salesforce landing pages<br /><br />
  26. 26. Create a budget model to identify breakeven<br />What are you optimising on?<br /><ul><li>CTR
  27. 27. CPA (CPS)
  28. 28. Profitability</li></ul>See<br />
  29. 29. “Advanced” use of Analytics<br />Tip: Use Advanced Segments and conversion goals and value in Google Analytics<br />
  30. 30. Q. Is your Google Analytics installcustomised for your business?<br /><br />New Smart Insights Guide: “Getting more value from Google Analytics” published March 2010. <br />
  31. 31. Q. How do search and display integrate?<br />30-40% of all conversions arriving from a display impression, or click, are preceded with a paid search click.<br />10-15% of conversions that had a prior display impression had the last event as a paid search click.<br />Source: Efficient Frontier Insights, <br /><br />
  32. 32. Q. Are we tracking offline calls?<br />
  33. 33. 4 Our digital channel mix? <br />What should our mix be?<br />
  34. 34. Q. How do we start create the right <br />digital marketing mix?<br />Start with your website goals<br />and how to create value for <br />your customers<br />Research your online<br />marketplace to define the<br />most appropriate marketing<br />mix for your digital strategy<br />Integrate web analytics, on <br />and offline conversion tracking<br />and optimization so that<br />campaign performance can be<br />tracked and optimized.<br />Implement the tactics that fit<br />your goals best. Be flexible. <br />Be agile!<br />1<br />2<br />3<br />4<br />
  35. 35. 2010 budget allocation to digital channels<br />Source:  Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report<br />
  36. 36. Q. What’s everyone else doing?<br />Digital in marketing mix % <br />Digital mix categories % <br />Digital<br />spend<br />Paid Search <br />= Google Adwords<br />Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC, Oct 2009<br />
  37. 37. Q. What’s everyone else doing?<br />Source: Forrester Blog May 4th 2009:<br />
  38. 38. Digital campaign essentials<br />What should you try to build into every campaign?<br />
  39. 39. Key campaign ingredient 1?<br />
  40. 40. Buzz = Engaging + Participative<br />Example engagement devices:<br />Search boxes <br />Questions <br />Quizzes<br />Polls<br />Calculators<br />Interactive Q&A<br />Call-backs<br />Viral games<br />
  41. 41. Key e-campaign ingredient 2?<br />
  42. 42. Continuous campaign examples<br /><br />Tip. Give your campaign momentum, inertia!<br />33<br />
  43. 43. Key e-campaign ingredient 3?<br />
  44. 44. Example multi message email campaign<br />Remailing to opening-non converters<br />Response increases by 25% for campaign<br />First Campaign<br />Open rate, 8 to 10%<br />Conversion rate = 0.2%<br />Second Campaign<br />Open rate, 50 to 75%<br />Conversion rate = 0.2%<br />Tip. Repeat E-mailings where possible<br />Source: E-consultancy Masterclass 2005 - BCA<br />
  45. 45. Key campaign ingredient 4?<br />
  46. 46. Reach prospects and customers through your web or network<br />
  47. 47. Key campaign ingredient 6<br />Tip. Review offline “Drive to Web” effectiveness<br />
  48. 48. Integrating messages cross channel<br />Teaser e-mail. No online response<br />Direct Mail<br />Pre-mail, with online response<br />Direct Mail<br />Response increases, 100% for direct mail piece.<br />Combined response from e-mail and direct mail is 125% better than no e-mail.<br />Source: E-consultancy Masterclass 2005 - BCA<br />
  49. 49. What’s hot?<br />= What’s everyone doing?<br />
  50. 50. Social media tactics employed<br />Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia<br />
  51. 51. Q. Does the Meerkat experience apply to us?<br />
  52. 52. The 4 key areas of online PRAKA Social media strategy?<br />Source: Dave Chaffey, presented to AdTech London, 2006<br />
  53. 53. Vertical search targeting option:Geo-targeting through Google maps<br />
  54. 54. Vertical search targeting option:Promoted videos or text ads<br />
  55. 55. Not landing pages but conversion pathways! Segmented landing pages<br />Practical Tip – Scent Trails and Conversion Pathways<br />Consider options for providing alternative “conversion pathways” for different audiences<br />Source: and<br />|46<br />
  56. 56. What’s not hot?But should be!<br />= Back to basics<br />
  57. 57. “Are you a publisher or a media owner?”<br />A question…<br />
  58. 58.<br />
  59. 59. Q. How much do we invest in content…and is it effective?<br />
  60. 60. B2C and B2B Landing page examplesGoals = Engagement, Direct response, branding<br /><br />
  61. 61. Email still works incredibly well!<br /><br />
  62. 62. Email capability mapping<br />Presented by Grant Baillie of Argos at 2008 <br />Email marketing conference, with permission<br />
  63. 63. Example of dynamic content insertion<br />Tip. Change order of offers or features according to segment to increase relevance<br />Presented by Grant Baillie of Argos at 2008 <br />Email marketing conference, with permission<br />
  64. 64. Q. How advanced is our email marketing?Assessing your email marketing capability<br /><br />
  65. 65. Q. How are using event-triggered emailsto support the customer lifecycle?<br />Source: Econsultancy Email Marketing Census 2009<br />
  66. 66. Branded welcome, registration triggered e-mails<br />“Learn more through time”<br />“Watch, don’t ask”<br />
  67. 67. Integrating your email newsletter with social media: a virtuous circle<br />1. Blog<br />Automatic feed<br />with Feedburner<br />Cherrypick<br />most popular<br />topics<br />Track with <br />Google Analytics<br />2. RSS Feed<br />5. Email<br />Newsletter<br />Manual update<br />or automatic<br />with<br />Twitterfeed<br />Track with <br />GA or ESP system<br />Track with Feedburner & Google Analytics<br />3. Company <br />Twitter<br />4. Facebook<br />Fan page<br />Automatic withTwitter app<br />Track with<br />Track with<br />
  68. 68. Email behavioural targeting : “Recognition of activity”<br />Recognition of ….<br />Browse or search<br />Previous Purchase, +7, +14, <br />+21 days<br />+14d<br />
  69. 69. Summary – digital marketing in 140 characters<br />Digital marketing = <br />Goals<br />+Strategy<br />+Website<br />+SEO<br />+PPC<br />+Email<br />+Blogs<br />+Twitter<br />+Facebook<br />+Video<br />+E-PR<br />+Slidecasts<br />+Conversions<br />+Analytics<br />=Success<br />Thanks! @andylloydgordon<br />
  70. 70. ModellingEffectiveness‘Doing the Right Thing’Research and Analysis<br />Optimisation<br />Efficiency‘Doing the Thing Right’Continuous improvement<br />Automation<br />Efficiency‘Doing the Thing Right’Automated tools<br />A final question…Q. How agile are you?<br />“It is not the strongest of the species that survives, nor the most intelligent that survives. <br />It is the one that is the most adaptable to change.”<br />
  71. 71. Pay Per Click Marketing: Best Practice Book<br />At the end of March ClickThrough will be publishing our second Marketers Checklist book.<br />This will explore current best practice in PPC, and address the most recent changes to the AdWords interface.<br />If you are interested in receiving a copy of this book then please speak to me afterwards.<br />
  72. 72. Any Questions?<br />
  73. 73. Let’s Connect! Questions & discussion welcome<br /><br /><br /><br />Blog<br /><br />Presentations<br /> <br />EmailNewsletter<br /><br />