A summary of 11 trends in digital marketing to review for their opportunities to grow your business online.

1. 11 #digitalmarketingTrends for 2011 Dr Dave Chaffey, CEO, Smart Insights Presented to: Manchester Metropolitan University Business School 20th January 2010 Download presentation from: SmartInsights.com/presentations

2. Not!

3. 11 trends

4. http://www.google.co.uk/search?q=digital+marketing+trends+2011 Well worth a read: http://econsultancy.com/uk/blog/7014-digital-marketing-trends-2011-by-econsultancy-ceo-ashley-friedlein

5. About Dave Chaffey Books Qualifications: Cert DigM and Dip DigM Best practice guides Analytics advice, software & consulting www.smartinsights.com/beta Search & conversion consulting www.clickthrough-marketing.com

6. 2010 consumer tech adoption

7. Hype Cycles http://www.smartinsights.com/blog/digital-marketing-strategy/technology-for-innovation-in-marketing/

8. Which is more effective?Trend following or vision following? http://www.smartinsights.com/blog/digital-marketing-strategy/vision-mission-statements-for-ecommerce-and-digital-marketing/

9. Two tales of the path to digital excellence http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

10. The journey to digitalmarketing http://video.forbes.com/fvn/cmo/how-cisco-does-social-media http://blogs.cisco.com/news/timeline-of-social-media-at-cisco/

11. Trend 1: Content / engagement strategy

12. http://www.ruderfinn.com/rfrelate/intent/intent-index.html

13. Developing your OVP Key Point Core brand proposition = Marketing Mix: 1 Who you are? 2 What you do? 3 Where you do it? 4 What makes you different? 5 How can our digital presence help you decide? The OVP… OVP - Online Value Proposition What can your provide to help/inform/entertain me online? Reinforces core brand proposition and credibility, but messaging shows… Different OVPs for different markets and audiences Value that a site visitor get from your online brand or campaign that… They can’t get from you offline? They can’t get from competitors? Develop content strategy to deliver OVPs Communicate message forcefully: online and offline

14. Is you content exceptional?

15. www.i-to-i.com Video OVP See tips: http://mashable.com/2010/12/12/marketing-web-video/

16. Crowdsource! Gaining site and business innovation ideas through Uservoice

17. 68% CTR 229 downloads Content strategy example See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/

19. Do you need a content strategist? “Drive the development and organization of content that is useful, compelling and meaningful – directly on logitech.com and indirectly through distributed content” http://jobs.mashable.com/a/jbb/job-details/379895

20. Trend 2 : ModellingEffectiveness‘Doing the Right Thing’Research and Analysis Optimisation Efficiency‘Doing the Thing Right’Continuous improvement Automation Efficiency‘Doing the Thing Right’Automated tools Digital marketing optimisation

21. Q. How automated is your optimization? 21

22. http://www.google.com/analytics/apps/results?category=Reporting%20Tools Recommended: Shuffle Point, GA Data Grabber

24. Planned conversion optimisation Source:

26. How effective is your scent? Example SCENT TRAILS NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> WHERE / HOW TO BUY? WHY CHOOSE US?

27. Autoglass MVT case study - control

28. TV Comparison TV - Off TV - On +2.4% +6.4% -1.3% +14.8%

29. Service message testing +5.3%

30. Use Feedback tools for…“Why” not “What” http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

31. Ouch±! Content may have been king in the 1990s but close proofreading is as important now as it ever has been. When writing about complex issues, it's important to get the syntax and sense of sentences right to help readers understand what you are trying to explain. Secondly, your site uses acronyms and jargon in a way which assumes detailed knowledge of digital marketing. This has the effect of alienating those of us who read your updates in the hope of learning and gaining an understanding of digital concepts. We get the feeling you're trying to show off with your clever terminology when, in fact, most marketing comes fown to common sense really. More emphasis on sense and plain English would imrove the usability of your site and newsletters. One rule to follow is to spell out acronyms the first time they are used. Don't assume understanding. Pureplays - eh? Integration of toolsets through APIs and XML feeds... This isn't a grammatical sentence: Refine and automate your contact strategies to support right touching requires investment in integrated contact strategies project upfront which is why many haven’t implemented yet. I could go on! Thanks

32. What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www.4qsurvey.com/ “Bad web site. Difficult to find item as no search box provided for short cut” “I can't find any prices on your website” “Would like to see where I can buy products from” .

33. http://whatusersdo.com/pv.php?mode=sample

34. Trend 3: Right Touching = Engagement optimisation

35. Your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission 35

36. Example of dynamic content insertion Tip. Change order of offers or featuresaccording to segmentto increase relevance 36 Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion

37. Q. Do you have an event triggered E-communications strategy? 37

38. BT - It’s all about past actions… “Recognition of activity” Purchase Dispatched +7d Recognition ofprevious purchase +14d +21d

39. Trend 4: Social media marketing

40. Driving traffic? That’s the old way Source: Updated from an idea by the great David Hughes

41. The beating heart pushing content out... Newsletter Alerts Updates Your site Competitions Discussion Connection Authors Staff Readers News Alerts Updates Source: Updated from an idea by the great David Hughes

43. Excuses why companiesdon’t engage through blogs, social media?

46. See how: http://www.mindjumpers.com/blog/2010/10/hm%E2%80%99s-use-ofl-media/

47. http://www.wired.com/magazine/2010/08/ff_webrip/all/1 47

49. Trend 5: Display resurgence http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go

51. Retargeting/remarketing example

52. Trend 6: There’s an app for that! http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps/

53. http://www.youtube.com/watch?v=v2vpvEDS00o

54. Trend 7: Googlization

55. Trend 8: Social CRM http://www.smartinsights.com/blog/digital-marketing-strategy/social-crm-strategy/

56. Tip: Recruit to Twitter via Email Recruiting to Twitter via a prize draw promoted in Twitter

57. …And exclusive Facebook Benefits

58. www.flowtown.com www.rapleaf.com 58

59. Trend 9: Multi-touch attribution http://bitly.com/betterattribution

60. Multichannel attribution – who getsthe credit for sale? Landing Event Campaign Detail Date Onsite activity Content Click SEO “Sun Holiday” 14/01 Confirm Purchase View MSN banner “Winter sun” 15/01 Click PPC “Hotels in Kos” 23/01 Click Tradedoubler Partner X 24/01 View Email “Special Offer” 3/02 Direct www.thomascook.com 4/02 Click SEO “Thomas Cook” 5/02 Source:

61. Source:

63. Trend 10: Privacy Wars

64. Trend 11: Digital marketing = marketing? http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

65. A final question…How agile are you? “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”

66. IRW most companies, don’t Update their site structure/layout more than once every 3-5 years… Make time to do things differently as result of their analytics Have time for post-campaign reviews Use testing tools to review effectiveness of page elements

67. Let’s Connect! Questions & discussion welcome uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey Blog www.smartinsights.com Feeds www.feedburner.com/smartinsights Email Newsletter www.smartinsights.com