A presentation to Chartered Institute of Marketing Groups in 2016 at University of Newcastle, Chester and York Management School, University of York

1. 1@DaveChaffey
How to drive DIGITAL
MARKETING success in 2016
10 Techniques to Focus on
Dr Dave Chaffey. SmartInsights.com
Presented at GEGBI University of YORK CIM Event
Download: http://slideshare.net/davechaffey

2. 2@DaveChaffey
About Dave Chaffey
Specialist Digital Marketing Consultant, trainer and author since ‘97.
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.
Free interactive tool – review your digital capabilities
http://www.smartinsights.com/howgood/

3. 3@DaveChaffey
Free download: http://bit.ly/smartgraphics

4. 4@DaveChaffey
We are pioneers!

5. 5@DaveChaffey
Dell’s Journey to a Digital Business

6. 6@DaveChaffey
#1 A defined Digital Strategy
Does your organisation have a defined digital strategy?
1. Yes – it’s integrated into our marketing strategy
2. Yes – it’s defined in a separate document
3. No – we are doing digital marketing
but no defined strategy
Free interactive tool – review your digital capabilities
http://www.smartinsights.com/howgood/

7. 7@DaveChaffey
Free interactive tool – review your digital capabilities
http://www.smartinsights.com/howgood/
What do you miss if you don’t
have a digital marketing plan?

8. 8@DaveChaffey
How advanced are your digital
marketing capabilities?
wnload a larger version of the capability matrix:
http://bit.ly/smarttransformation

9. 9@DaveChaffey
CHANNEL INTEGRATION ANALYSIS – BEFORE
DISCOVERY
Stimulus and
inspiration
LOOK
Develop
preference
PERSUADE
Remind, explain
features benefits
BUY
Buy-instore, by
phone or online
1. Integrated
communications
for awareness
Offline (TV, Print) TRADITIONAL
Paid (Display, AdWords)
Owned (Social media)
Earned (PR, SEO)
2. Decision
content
Desktop/mobile site
Mobile app
Brochure TRADITIONAL
3. Follow-up
remarketing
communications
Phone call or Livechat TRADITIONAL
Email
SMS
Display and social
retargeting
4. Sales channel
Desktop/mobile site
TRADITIONAL TRADITIONAL
In-store
TRADITIONAL TRADITIONALPhone

10. 10@DaveChaffey
CHANNEL INTEGRATION ANALYSIS – AFTER
DISCOVERY
Stimulus and
inspiration
LOOK
Develop
preference
PERSUADE
Remind, explain
features benefits
BUY
Buy-instore, by
phone or online
1. Integrated
Communications
for awareness
Offline (TV, Print) TRADITIONAL
Paid (Display, AdWords) Display, AdWords
Owned (Social media) Social
Earned (PR, SEO)
PR, SEO
2. Decision
content
Desktop/mobile site
Responsive
website
Mobile app App option
Brochure Interactive
3. Follow-up
remarketing
communications
Phone call or Livechat
Automated call /
chat
Email Automated email
SMS Automated SMS
Display and social
retargeting
Automated
retargeting
4. Sales channel
Desktop/mobile site/app Site personalization ONLINE ORDER
In-store
TRADITIONAL TRADITIONAL
TRADITIONAL TRADITIONAL
Phone

11. 11@DaveChaffey
Targeting using to user context
Source – Chris Pook of Marie Curie
DesktopEmail
MobileEmail

12. 12@DaveChaffey
Optimising testing for email and
SMS
 Group A – standard online
donation (Existing
method)
 Group B – non ‘adaptable’
online and SMS donation
(Static messaging where
both options appeared on
both mobile or desktop)
 Group C – adaptable online
donation or SMS donation
messaging (Message
changed by device type
opened on)
Source – Chris Pook of Marie Curie

13. 13@DaveChaffey
#2 Define audience and select best targeting
options using Marketing Automation
http://bit.ly/smarttargeting

14. 14@DaveChaffey
Real example of STP in practice
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

15. 15@DaveChaffey
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

16. 16@DaveChaffey
#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

17. 17@DaveChaffey
Strategy success factor
Define UNIQUE value you offer

18. 18@DaveChaffey
How ASOS evolved their OVPs

19. 19@DaveChaffey
ASOS published CRO project data

20. 20@DaveChaffey
#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:

21. 21@DaveChaffey

22. 22@DaveChaffey
View clips
Making a brand more human

23. 23@DaveChaffey
Source: Ogilvy, TNS and Google Path to Purpose

24. 24@DaveChaffey
Improving Reach
Key Trends
 Local and mobile search marketing
 ‘Mobile-friendly SEO’
 Content distribution and retargeting options

25. 25@DaveChaffey
Search and Email Marketing Still Rock!
“Social Sucks” or does it?!
Customer Acquisition by email has quadrupled over
the last four years. Source: Custora Pulse

26. 26@DaveChaffey
#5 SEO and PPC
 Win for range of
customer searches
 B2B example
 1. Generic
“Accountants”
 2. Long-tail
“Bookeeping Sage25”
 3. Local
“Accountants Derby”
 4. International
 5. Mobile
 6. Image/video

27. 27@DaveChaffey

28. 28@DaveChaffey
/
More on update

29. 29@DaveChaffey
 REACH
#6 Experiment to test the best media investments: 70: 20: 10

30. 30@DaveChaffey
Google AdWords Remarketing example

31. 31@DaveChaffey
New Facebook retail retargeting
Source: Smart Insights alert

32. 32@DaveChaffey
Increasing InterACTion
Key trends
 Mobile vs adaptive conversion pathways?
 Pop-ups for acquisition
 Content mapping

33. 33@DaveChaffey Source: comScore Multiplatform Majority
#7 Define and optimize conversion pathways

34. 34@DaveChaffey
WHY IS “MOBILE FIRST” IS A MANTRA?
“MULTICHANNEL EXPERIENCE” SHOULD BE

35. 35@DaveChaffey
But now well past mobile search
Tipping Point in some sectors
Source: Google Data presented at ScreenPages event Mar 2015
B2B is different - Smart Insights latest figures – new visits

36. 36@DaveChaffey
Is mobile responsive sufficient?

37. 37@DaveChaffey
AO.com adaptive

38. 38@DaveChaffey
Pop-ups still work really well
(unfortunately)
Source: Kath Pay on Smart
Insights

39. 39@DaveChaffey
Our experience = it works!
Test example from Convert.com

40. 40@DaveChaffey

41. 41@DaveChaffey

42. 42@DaveChaffey
#8Contentmapping
http://bit.ly/smartercontent

43. 43@DaveChaffey
But remember ‘Content Shock -
‘Me-too’ content isn’t effective
BuzzSumo-Moz research

44. 44@DaveChaffey
Increasing Conversion
Key trends
 Evolutionary site design / growth hacking
 Mobile and Cultural CRO

45. 45@DaveChaffey
#9. A CRO mindset + process
Source: Chris Goward - WiderFunnel

46. 46@DaveChaffey

47. 47@DaveChaffey
Improving customer experiences
View Clip

48. 48@DaveChaffey
UK Ecommerce example of mindset

49. 49@DaveChaffey
Source @OptimiseorDie
http://www.youtube.com/watch?v=VRYbpfrrxbg

50. 50@DaveChaffey
Improving Engagement
Key trends
 Mobile Email Marketing
 Social Media Marketing Tools

51. 51@DaveChaffey
#10 Understanding and act on loyalty drivers

52. 52@DaveChaffey
Practical Tip – using customer feedback tools
http://bit.ly/smartfeedback

53. 53@DaveChaffey
Source: eDigitalResearch
Assessing Customer Effort
and multichannel service

54. 54@DaveChaffey
EMAIL MARKETING –
Mobile First!?

55. 55@DaveChaffey
…Mobile first?
Source: Litmus Dec 2014

56. 56@DaveChaffey
A post Digital Era?
Digital Skills in Demand
Sample n=1028 worldwide
Download Free Digital Marketing Skills
Report: http://bit.ly/digitalskills2015

57. 57@DaveChaffey
But we need to avoid Digital Silos - Amanda
Rendle has gone so far as to ban the word ‘digital’ to
encourage her team to think beyond organisational
silos.
 “We need to go back to what marketing is,
and the product is marketing. More people
need to remember that, get off the drug of
digital being something separate and get
back to what we do best”.

58. 58@DaveChaffey
Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
Free interactive tool – review your digital capabilities
http://www.smartinsights.com/howgood/