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Digital Marketing in 2015
10 Essentials for Ecommerce marketing
Dr Dave Chaffey. SmartInsights.com

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About Dave Chaffey
• Digital marketing consultant/trainer
since 1997
• Author of 5 bestselling marketing books
• Editor of SmartInsights.com - a
marketing advice site with Expert (Pro)
members in over 80 countries using our
planning guides, templates and online
courses to improve results.

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http://bit.ly/smartstrategy

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Mobile tipping point passed

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The multiplatform majority?

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Is mobile responsive sufficient?

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Or is adaptive needed?

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AO.com adaptive

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http://bit.ly/smartgraphics

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#1 A defined Digital Strategy
 PLAN
Download Digital Marketing 2015 report:
http://bit.ly/smartdigital2015

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Download Digital Marketing 2015 report:
http://bit.ly/smartdigital2015

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#2 Define audience and select best targeting options
 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

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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

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#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

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ASOS published
CRO improvements

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#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:

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Source: Ogilvy, TNS and Google Path to Purpose July 2014

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View clips
Making the experience human

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Improving Reach
Key Trends
 Increased micro-targeting options
 Mobile targeting
 Engagement through Visual Apps
 Quality SEO signals

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Why content marketing matters
Q. Do you have a blog?
Q. Is blog traffic ‘significant’ to your business?
Source: Similar Web

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Search and Email Marketing Rock!
Social Sucks!
Source: Custora Pulse
Customer Acquisition by email has
quadrupled over the last four years.

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Today’s complex customer journeys
Source: Online marketplace mapping

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#5 SEO and PPC
 Win for range of
customer searches
 B2B example
 1. Generic
“Accountants”
 2. Long-tail
“Bookeeping Sage25”
 3. Local
“Accountants
Portsmouth”
 4. International
 5. Mobile
 6. Image/video

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/
More on update

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 REACH
#6 Experiment to test the best media investments: 70: 20: 10

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Google AdWords Remarketing example

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New Facebook retail retargeting
Source: Smart Insights alert

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Increasing InterACTion
Key trends
 Interactive content marketing
 Investment in outreach
 Immersive-responsive landing pages

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#7 Define and optimize conversion pathways
 ACT

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Define Top Tasks?

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#8 A kickass content marketing strategy
http://bit.ly/smartercontent

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Pop-ups work (unfortunately)
Source: Kath Pay on Smart
Insights

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Increasing Conversion
Key trends
 Evolutionary site design / growth hacking
 Mobile CRO
 Improvements to Universal Analytics

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#9. A CRO mindset + process
Source: Chris Goward - WiderFunnel

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UK Ecommerce example of mindset

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http://www.youtube.com/watch?v=VRYbpfrrxbg

42. 42Use the free Google Content Experiments – we do!

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Practical Tip – using customer feedback tools
http://bit.ly/smartfeedback

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Improving Engagement
Key trends
 Customer satisfaction and feedback
 Social media marketing
 Engaging Email marketing – TEST, LEARN, REFINE

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Mobile First!

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…Mobile first?
Source: Litmus Dec 2014

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Make your first 3 CTAs count!
Source: Litmus Dec 2014

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An example
of improving
Marketing
Automation
:Halfords case study

50. 50Source: 7 Steps to Digital Transformation Infographic

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Let’s Connect!
Questions & discussion welcome
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