digital marketing best practice - smart insights
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Best Practices in Digital Marketing:Are they always best?
6th September 2012, Manchester Metropolitan UniversityFaculty of Business and Law
Dr Dave Chaffey SmartInsights.com/mmubs2012
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Books Online advice and consultingwww.smartinsights.com
Qualifications and trainingwww.theidm.com
Insights Directorwww.clickthrough-marketing.com
About Dave Chaffey
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Ling’s Cars
Ling’s Cars
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This month (Feb 2012) so far, I have sold 18 Merc C-Class (to chose a significant car). That is a £30k car.
Payments will typically be more than £12,000 of payment commitment over 3-years. Try converting and getting an order for £12,000 from a website! Therefore I have to try
harder than most websites...
Yes, many people will take one look, or make one visit and leave, never to come back. Many people complain
about retina burn etc. But, so what? I *HAVE* to polarise visitors, and get them to choose
to stay or go. It's no good being average, no one would commit to £12k of payments over 3 years if I was
average. So the argument that I get drop-off is very valid.
Source: Ling’s cars and the art of persuading visitors to buy
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What is “best practice” for digital marketing?
A process? A technique? A mindset?
Need? A framework Capability review The right people
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https://www.mckinseyquarterly.com/Strategy/Strategic_Thinking/Enduring_ideas_The_7-S_Framework_2123
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The Journey:Capability review gives context
Stage 1.Unplanned
Limited
E-commercematurity stage
Strategy process and performance
improvement process
Structure:Location of E-
commerce
Senior management
buy-in
Marketing integration
Online marketing focus
Uncontrolledexperimentation
Limited DiscreteContent:
Brochureware
Stage 1.Unplanned
Low-levelobjectives
Diffuse AwareCommon initiatives
Traffic:visitor acquisition
Stage 2.Diffusemanagement
Stage 1.Unplanned
Specificorganisational
objectivesCentralised Involved
Annual planningcollaboration
Conversion & customer
experience
Stage 3.Centralised management
Stage 1.Unplanned
Refinedonline channelimprovement
DecentralisedDriving
performancePartnership Retention
Stage 4.Decentralisedoperations
Stage 1.Unplanned
Integratedmulti-channelimprovement
Integrated Integral CompleteWhole lifecycle
optimisation
Stage 5.Integrated &optimised
Source: E-consultancy (2005) report ‘Managing an E-commerce team’ Author: Dave Chaffey
12Source: Smart Insights – Burberry / Rossignol case
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Where does “best practice” originate?
Opinion Beware the gurus!
Experience Relevant case studies
Testing Using analytics
Research What sample
size/frame, sector?
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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. : )
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Performance management
Figure 9.4 The five diagnostic categories for e-marketing measurement from the framework presented by Chaffey (2000)
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Measure ReachAudience
EncourageAction incl lead generation
ConvertTo sale
Engage customers to retain and grow
Tracking metrics
Unique visitors New visitors Visits Conversation
volume
Online opportunity (lead) volume
Offline opportunity (lead) volume generated from online
Online sales volume
Offline sales volume generated from online
Email list quality Email
engagement quality
Transactions
Performance drivers (diagnostics)
Share of audience Share of search Brand/direct visits
Page engagement rate (Bounce rate, duration)
Lead conversion rate by engagement tool
Conversion rate to sale
Channel conversion rates
Category conversion rates
Active customers % (site and email active)
Active social followers
Repeat conversion rate
Customer-centric KPIs
Cost per click and cost per sale
Brand awareness Conversation
polarity (sentiment)
Cost per lead Customer satisfaction
Average order value
Cost per sale Customer
satisfaction
Lifetime value Customer loyalty
index Customer
advocacy Products per
customer
Business value KPIs
Audience share (owned media) or
Share of voice (earned media)
Goal value per visit Online lead
contribution(n,£, % of total)
Revenue per visit Online-originated
contribution to sales, revenue and product
Retained sales growth and volume
Revenue per channel and category
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PLAN: Insight Journey
analysis OVP
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Group common search behaviours
NOT keyword LISTS:
Need: treatment/surgeryConcerns: risks/costs
<Need> + <Qualifiers>
Google Agency Toolkit
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From insight to targeting: an example from eBay
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Not easy…. Need:1. Contact rules (email) 2. Personalisation rules (site)3. Conversation calendars (social)
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Customer journey analysis
TO THISFROM THIS
Source: Nate Elliot, Analyst at Forrester Research
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Making the 3 layers work together
Source Nate Elliot, Analyst at Forrester Research
Reachlayer
Interactionlayer
Transactionlayer
Example:Sneakerpedia
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SEO
MSN banner
PPC
Tradedoubler
14/01
15/01
23/01
24/01
3/02
4/02
SEO5/02
Direct
1st Click Last Click Best Click
The first click or view within the campaign defined click window
The last click or view
The last click or view which has the highest campaign priority within the defined click or view window
Any Click
Without deduplication, each ‘tracked’ campaign will report a whole sale and claim full commission
Hiscox example
Attributing complex behaviour
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http://www.youtube.com/watch?v=gSoCsoqJ41c http://www.youtube.com/watch?v=Gavgc43x4XU
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Use Google Analytics MCFto understand true value
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Measuring assists in Google AnalyticsGoogle’s new social reports
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Understanding multichannel journeys
Smart Insights: ROPO summary of Google case
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Consistent OVP through customer journeys
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REACH Mix SEO Viral
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A balanced traffic mix?
Source: Google 2010
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c2008 version
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Is ethical SEO “best practice”?
Dark Inky Black Hat SEO: So evil he’s a typosquatter installing spyware. Plain illegal, too.
Charcoal Hat SEO: Optimizes really unrelated pages for all kinds of queries, but within the bounds of legality.
Dark Gray Hat SEO: This SEO is e.g. a splogger stealing content from other sites. (What, that’s better than charcoal?)
Slate Gray Hat SEO: An SEO creating link farms and such.
Gray Hat SEO: An SEO who actually reads the search engine’s webmaster guidelines, but then tries as much “evil” as she can get away with.
Light Gray Hat SEO: This SEO creates original content (lots of it), but the content is still only aimed at search engines.
Off-White Hat SEO: This guy not only ensures the site is indexable – he’ll also make sure to get lots of backlinks from friends.
White Hat SEO: This person puts up the content that people are actually searching for, and prepares the site to make it very accessible. White Hat SEOs only optimize those of their pages they deem worthy to be ranking top in search engines.
Luminescent Pearly White Hat SEO: Not only does this SEO do everything the White Hat SEO does, the LPW Hat SEO also makes sure pages will not show up for irrelevant queries.
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A case in point…
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Google+ matters (to SEO)
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Case study
H&M + Google+
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Source: Digital Buzz Blog
Dollar Shave
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ACT Content
marketing UX
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Smart Insights Explainer example
TEFL Taster example
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Bad design isn’t hard to find…
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Persistent UX myth 2: Make the home page scrollable
Source: CX Partners
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Source: CX Partners
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Persistent UX myth 3:The home page is most important
to get right / optimise
Gerry McGovern: The Decline of the homepage
In 2003, 39 percent of the page views for a large research website were for the homepage. By 2009, it was down to 19 percent. In one month in 2008, of the 70,000 page views a technology site
received, 22,000 were for the homepage. For the same month in 2010, of the 120,000 page views the site received, only 2,500
were for the homepage.
Another technology website had roughly 10 percent of page views for the homepage in 2008, and by 2010 it was down to 5 percent. One of the largest websites in the world had 25 percent of visitors come to the homepage in 2005, but in 2010 only has 10 percent.
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CONVERT CRO
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How Facebook Test
Source: Facebook Engineering
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How effective is your feedback cycle?
Source: ACSI
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Ask “Why” as well as “what” - use feedback tools
iPerceptions http://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” .
KeyPoint
Satisfaction : Intent toolshttp://bit.ly/smartfeedback
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Gaining site and business innovation ideas through Uservoice
Tools: http://bit.ly/smartfeedback
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How we encourage conversion...
Discount for MMUBSCode: MMUBS-20
Valid Sept 2012
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ENGAGE Customer
comms Social
media Mobile
marketing
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Parasuraman,A.;Berry,Leonard L.;Zeithaml,Valarie A., “A Conceptual Model of Service Quality and Its Implications for Future Research”,
Journal of Marketing, 1985, 49, 4, 41-50.
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Loiacono, E., Watson, R., Goodhue, D. (2007) WebQual: A measure of Web Site Quality, JournalInternational Journal of Electronic Commerce archive, Volume 11 Issue 3, Number 3 / Spring 2007 Pages 51-87
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Source: Dan Zarrella
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There’s life in Email (RE)Marketing
1. Generic branded follow-up email : +10% conversion rate.
2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
Source: Smart Insights: Email re-marketing
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Your email marketing capability?
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
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The ? growth of mobile
68Source: Craig Sullivan (Belron/Autoglass)
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Mobile best practice?
Source: Mobile marketing 2015
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Social CRM?
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A glimpse of the futureRue La La (Flash Sales)
April 14th 2012 53% mobile
(Apps and Site)
30% mobile Weekends
40% mobileWeekdays
Source: InternetRetailer.com
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Conclusions? You can run an online business by best practice alone,
but… to make the most of opportunities you need… A digital marketing strategy To analyse and test, test, test what works in your sector Be relentless!
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Digital marketing pioneersWhere are you on your journey?
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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
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Let’s Connect! Questions & discussion welcomeSmartInsights.com/mmubs2012
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