smartinsights - on the edge digital
Embed Size (px)
DESCRIPTION
TRANSCRIPT
1
Driving BusinessGrowth UsingDigital Marketing
On the Edge DigitalManchester 23rd May 2013
Dr Dave Chaffey CEO: SmartInsights.com
Download presentation:SmartInsights.com/ote2013/
2
Latest 2013 inbound marketing research
3
Growth example: Hubspot.com
4
Growth example: ASOS.com
Cities sending traffic in February 2013
5
6
7
8
9
Learningfromthe
GrowthHackers
Source: Learning from Growth Hackers post
10
Growth hacking tools?
11
A Growth hacking example… Test 1
12
Test 2
13
14
15
Books Online advice and consultingwww.smartinsights.com
About Dave Chaffey
Code: SMARTEDGE (25% discount for 1 week only)
16
Strategy success factor 1Digital marketing is marketing
17
One value proposition against another…
Source: Marketing Experiments
18
19
20
Autoglass mobile optimised site – Mobile Value Proposition (MVP)
www.autoglass.co.uk
http://m.autoglass.co.uk
21
Strategy success factor 2Develop your strategy
22
23
24
Strategy success factor 3Apply customer insight
26
Use on/offline personas
28
Strategy success factor 4Measurement and Optimization are your foundation
29
Will you get the balance right?Investment in CRO?
Mobile and social are sexy, and important for the future. But today 98% of your revenue comes from Email, Affiliate, Display, Search.
At least 50% of your attention / love / obsession should be to continuously get good at 98% of your revenue.
You'll likely survive longer. : )
30
Landing Page Lifetime: Continually Evolving Success
Conversion rate has increased over ten times since 2008. We continually test and try new ideas and messages. Angel Springs now sets the standards others follow.
2008 2009 2011 2013
31
32
Source: Google Analytics vs Universal Analytics
33
Use Google Analytics MCFto understand true value
33
Measuring assists in Google AnalyticsGoogle’s new social reports
34Tool: Google’s new customer journey to online purchase tool
35
Strategy success factor 5Create joined-up omnichannel journeys
Smart Insights: ROPO summary of Google case
36
Consumer digital platform demand at Debenhams
00:00
01:00
02:00
03:00
04:00
05:00
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Total Hourly Demand by Device
DotcomiPadMobile
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
37
88% Debenhams customers use mobile to browse vs. 12% purchaseStore Website msite Apps0%
20%
40%
60%
80%
100%
120%
Browse vs. purchase channels
BrowsePurchase
Mobile influencing store sales
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
38
Barcode scanner driving mobile interactions in store
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
39
Reviewing satisfaction levels by channel / platform
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
40
Strategy success factor 6Integrate search, social and email marketing
41
Group common search behaviours
NOT keyword LISTS:
Need: treatment/surgeryConcerns: risks/costs
<Need> + <Qualifiers>
Google Agency Toolkit
42
Defining consuming search behaviours / targeting with qualifiers
43
44
45
Strategy success factor 7Engagement is the biggest challenge
46
The problem with blogging…
47
More what we’re looking for!
48
49Example of an integratedsocial media campaign
50
Strategy success factor 8Use the latest best practice
51
2013 Best Practice SEO
Outreach, e.g. guest blogging
Engagement – still “Long Clicks”
Personalisation – Google+ / SPYW?
Rel=“Author” Google+ Local HREFLANG for
international,etc
AdWords Enhanced campaigns
inc mobile Social extensions Google Shopping Re-marketing /
Re-targeting
Download presentation:SmartInsights.com/ote2013/
52
Let’s Connect! Questions & discussion welcome
SmartInsights.com
Blogwww.smartinsights.com/blog
Feedswww.feedburner.com/smartinsights
Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
ww.twitter.com/DaveChaffey
https://plus.google.com/u/0/
106251350379622013691