A livecast for the Marketizator Ecommerce Day 2016 by Dave Chaffey of Smart Insights

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ESSENTIAL DIGITAL MARKETING
TOOLS FOR ECOMMERCE 2016
Dr Dave Chaffey. SmartInsights.com
Download: http://slideshare.net/davechaffey

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So many tools, so many tasks,
so little time!
AGENDA
Tools to help you
boost sales across all
customer touchpoints
 Reach
 Act
 Convert
 Engage

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About Dave Chaffey
Co-founder and Editor of SmartInsights.com - a marketing advice
community with > 1 million unique visitors each quarter. Expert
members in over 80 countries use our planning guides, templates
and online courses to Plan, Manage and Optimise their digital
marketing. We also offer consulting and training for members.
Download our free tools guide:
http://bit.ly/smartdigitaltools
Specialist Digital Marketing consultant, trainer and author since ‘97.

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Q. Which digital marketing activity
will most increase YOUR
commercial returns in 2016?
 1. “Big Data”
 2. Content Marketing
 3. Marketing Automation
(incl. email, lead scoring, personalisation)
 4. Mobile Marketing
 5. Conversion Rate Optimisation

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Download Managing Content
Marketing Europe 2016 report
http://hubs.ly/H02xJnl0

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Free download: http://bit.ly/smartgraphics
Create a framework!

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30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools

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How we chose the tools
 1. The most popular tools by volume of usage – so
widely used, freemium or lower cost tools tend to
be ranked most highly except in categories of
enterprise tools.
 2. Services we use or are familiar with and are
rated highly by tools review sites. Voice of the
Crowd from G2Crowd, Capterra, Trust Radius,
Alternative To.
 3. Services suitable for small and mid-size
businesses with limited tools budgets.

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30 Digital Tools categories #2
Download: http://bit.ly/smartdigitaltools

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Questions prompted?!
 Is ‘Best-of-breed’ or ‘all-in-one’ best?
 Can Marketing Clouds deliver?
 How do we avoid ‘Analysis Paralysis’

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Recommended Tool: Marketizator !

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What’s Hot with you?
Please tweet a new specific
Digita tactic or tool in each
section you won’t be able to live
without in 2017 to…
@Marketizator

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With thanks to… Scott Brinker

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…and Brian Solis

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But, remember that…
“Tools won’t get you far
without
Plans, People and Processes
to optimise your
customer experience”

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You also
need to get
the HiPPO
on board

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Improving Reach

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Search and Email Marketing Still Rock!
“Social Sucks” or does it?!
Source: Custora Pulse

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Recommended tool: Similar Web

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Increasing InterACTion

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Recommended Tool – Hot Jar

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Define and optimize conversion pathways
Why IS “mobile first” is a mantra?
“MULTICHANNEL EXPERIENCE” SHOULD BE

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Is mobile responsive sufficient?

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AO.com adaptive

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Increasing Conversion

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The CRO mindset + process
Source: Chris Goward - WiderFunnel

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UK Ecommerce example of mindset

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Recommended Tool: Convert.com

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

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Our experience = it works!
Test example from Convert.com

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

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Improving Engagement

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Understanding and act on loyalty drivers

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

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Recommended tool: Talkwalker Alerts

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Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
Free interactive tool – review your digital
capabilities