managing online marketing 2014 keynote
TRANSCRIPT
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Fuelling Digital MarketingSuccess
What fuels growth?
Dr Dave ChaffeySmartInsights.com
DownloadSmartInsights.com/tfma2014
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About Dave Chaffey
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Which tactic will give your business the biggest commercial
benefits in 2014?
1. Content marketing 2. Conversion rate optimisation 3. Mobile marketing 4. Search marketing (SEO and PPC) 5. Social media marketing
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Investment in Brand OVP /Youtility
Audience use of digital and social
media > Personas
Commercial goals >
Customer engagement
> OVP> Marketing Mix
BrandedContent
Marketing Strategy
IntegratedMarketing
CommunicationsStrategy
IntegratedDigital 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
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Using content to drive growth – B2B
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The Content marketing / engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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ONE
Digital marketingCapabilities
McKinsey 7S Model
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How advanced are your digital marketing capabilities?
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Growth example: ASOS.com
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International CRO at ASOS.com
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TWO
Strategy and Planning
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Do you need a defined digital strategy or plan?
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Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013
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THREE
ResourcingDigital Marketing
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What is Customer Experience Management?
Source: As defined by Forrester in 2011
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CXM is about effective customer communications
“Right Touching” is:A Multi-channel Communications Strategy
Customised for Individual Prospects and Customers
Which…Delivers the Right Value PropositionAccompanied by the Right Message
With the Right ToneAt the Right Time
With the Right Frequency and Interval Using the Right Media / Communications channels
To achieve…The right balance of value between both parties
Source: Dave Chaffey (2005, 2012): Digital Marketing Strategy: Implementation and Practice
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Do you have a personor team RESPONSIBLE
FOR CXM?
Vote!
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Technique: Personas & Customer journey mapping
Source: Boston Consulting Group
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FOUR
Managing change and skills
development
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FIVE
Investing in Digital Marketing
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SIX
Innovation andOptimisation
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Map yourcustomerlifecycle
touchpointsand
Optimise
:Halfords case study
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Location:
Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013
Collected from 250 million email opens
Litmus
% Email Opens across desktop and mobile
Litmus blog
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The digital future
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From T-Shaped to V-Shaped
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Chat with us on Stand H24!
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Let’s Connect! Questions & discussion welcome
SmartInsights.com
Blogwww.smartinsights.com/blog
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Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
ww.twitter.com/DaveChaffey
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106251350379622013691
Download deck: SmartInsights.com/tfma2014