State of Online Marketing 2015
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Presented by Dave Chaffey to DMX Dublin in March 2015. Covers off 10 key trends to build into digital marketing across the Smart Insights RACE Planning framework
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State of Online Marketing 2015
- 1. 1@DaveChaffey DIGITAL MARKETING in 2015 WHERE TO FOCUS? Dr Dave Chaffey. SmartInsights.com Presented at DMX DUBLIN Download: http://bit.ly/smartdigital2015
- 2. 2@DaveChaffey About Dave About Dave Chaffey o Consultant and trainer in Digital since 1997 o Author of 5 bestselling digital marketing books o CEO and Editor of SmartInsights.com - a marketing advice site with Expert (Pro) members in over 50 countries using our templates, planning guides and online courses to improve results.
- 4. 4@DaveChaffey #1 A defined Digital Strategy PLAN Download Digital Marketing 2015 report: http://bit.ly/smartdigital2015
- 5. 5@DaveChaffey How advanced are your digital marketing capabilities? wnload a larger version of the capability matrix: http://bit.ly/smarttransformation
- 6. 6@DaveChaffey Download Digital Marketing 2015 report: http://bit.ly/smartdigital2015
- 7. 7@DaveChaffey #2 Define audience and select best targeting options using Marketing Automation PLAN http://bit.ly/smarttargeting 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 2014 Digital Impact conference
- 8. 8@DaveChaffey The RS NewsletterHero 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 Local Module Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules Optional modules for any local activity/information. Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference
- 9. 9@DaveChaffey #3 A Brand OVP/YouTility Audience use of digital and social media > Personas Commercial goals > Customer engagement > OVP > Marketing Mix Branded Content Marketing Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools OVP = Online Value Proposition = Brand Adding Value to Audience Help me do my job / live my life Help me develop / learn Help Make me look good Help Entertain Me! Help me Select and Use Products http://bit.ly/smartovp PLAN http://bit.ly/smartpersonas
- 10. 10@DaveChaffey
- 11. 11@DaveChaffey
- 12. 12@DaveChaffey #4 A brand personality? How can you/should you STRETCH? 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:
- 13. 13@DaveChaffey Source: Ogilvy, TNS and Google Path to Purpose July 2014
- 14. 14@DaveChaffey Improving Reach Key Trends Local and mobile search marketing ‘Mobile-friendly SEO’ Content distribution and retargeting options
- 15. 15@DaveChaffey Search and Email Marketing Rock! Social Sucks! Source: Custora Pulse Customer Acquisition by email has quadrupled over the last four years.
- 16. 16@DaveChaffey #5 SEO and PPC Win for range of customer searches B2B example 1. Generic “Accountants” 2. Long-tail “Bookkeeping Sage25” 3. Local “Accountants Sligo” 4. International 5. Mobile 6. Image/video
- 17. 17@DaveChaffey
- 19. 19@DaveChaffey REACH #6 Experiment to test the best media investments: 70: 20: 10
- 20. 20@DaveChaffey Google AdWords Remarketing example
- 21. 21@DaveChaffey Retargeting + SNS innovation Our buyers live online and consult their networks to research potential purchases. According to Forrester Research, up to 90% of a buyer’s path to purchase is completed before a salesperson comes into the picture. But… 1. 95% of website visitors never provide an email address to marketers. 2. Of the 5% who do, only about 20% open the prospecting emails they get afterwards. 3. Bottom line: most marketers are converting less than 1% of all possible leads. Source: LinkedIn
- 22. 22@DaveChaffey New Facebook retail retargeting Source: Smart Insights alert
- 23. 23@DaveChaffey Increasing InterACTion Key trends Mobile vs adaptive conversion pathways? Pop-ups for acquisition Content mapping
- 24. 24@DaveChaffey Source: comScore Multiplatform Majority #7 Define and optimize conversion pathways
- 25. 25@DaveChaffey Is mobile responsive sufficient?
- 26. 26@DaveChaffey Or is adaptive needed?
- 28. 28@DaveChaffey Pop-ups work (unfortunately) Source: Kath Pay on Smart Insights
- 29. 29@DaveChaffey
- 31. 31@DaveChaffey Increasing Conversion Key trends Evolutionary site design / growth hacking Mobile and Cultural CRO
- 32. 32@DaveChaffey #9. A CRO mindset + process Source: Chris Goward - WiderFunnel
- 33. 33@DaveChaffey
- 34. 34@DaveChaffey UK Ecommerce example of mindset
- 36. 36@DaveChaffey Improving Engagement Key trends Mobile Email Marketing Social Media Marketing Tools
- 37. 37@DaveChaffey SOCIAL AND EMAL Mobile First!?
- 38. 38@DaveChaffey …Mobile first? Source: Litmus Dec 2014
- 39. 39@DaveChaffey Make your first 3 CTAs count! Source: Litmus Dec 2014
- 40. 40@DaveChaffey Recommended SMM Tools directory
- 41. 41@DaveChaffey Source: 7 Steps to Digital Transformation Infographic
- 42. 42@DaveChaffey Let’s Connect! Questions & discussion welcome at the aftershow on LinkedIn or SmartInsights.com Free, Basic member tools Managing Digital Marketing 2014 report Managing Customer Experiences 2014 report Sample planning templates Planning infographics www.smartinsights.com/membership Premium, Expert member learning 7 Step Guides to all digital marketing DIY Planning and optimisation templates in Word, Excel and Powerpoint www.smartinsights.com/membership/expert- member-reasons Personal Discount! DAVESAVE20 uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/ Presented at DMX DUBLIN Download: http://bit.ly/smartdigital2015
Editor's Notes
- Majority in Reach since gaining attention within increase of media channels is biggest challenge
- To fuel growth you need to be honest about where you are now.
- Source: Path to Purchase Generation C: C = Content, Control. See: http://trendwatching.com/trends/GENERATION_C.htm
- Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience Platforms include desktop, but also mobile and social
- Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience Platforms include desktop, but also mobile and social
- Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience Platforms include desktop, but also mobile and social
- Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience Platforms include desktop, but also mobile and social