smartinsights - on the edge digital

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Driving BusinessGrowth UsingDigital Marketing

On the Edge DigitalManchester 23rd May 2013

Dr Dave Chaffey CEO: SmartInsights.com

Download presentation:SmartInsights.com/ote2013/

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Latest 2013 inbound marketing research

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Growth example: Hubspot.com

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Growth example: ASOS.com

Cities sending traffic in February 2013

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Learningfromthe

GrowthHackers

Source: Learning from Growth Hackers post

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Growth hacking tools?

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A Growth hacking example… Test 1

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Test 2

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Books Online advice and consultingwww.smartinsights.com

About Dave Chaffey

Code: SMARTEDGE (25% discount for 1 week only)

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Strategy success factor 1Digital marketing is marketing

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One value proposition against another…

Source: Marketing Experiments

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Autoglass mobile optimised site – Mobile Value Proposition (MVP)

www.autoglass.co.uk

http://m.autoglass.co.uk

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Strategy success factor 2Develop your strategy

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Strategy success factor 3Apply customer insight

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Customer feedback toolshttp://bit.ly/smartfeedback

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Use on/offline personas

27See Forrester.com

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Strategy success factor 4Measurement and Optimization are your foundation

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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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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

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Source: Google Analytics vs Universal Analytics

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Use Google Analytics MCFto understand true value

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Measuring assists in Google AnalyticsGoogle’s new social reports

34Tool: Google’s new customer journey to online purchase tool

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Strategy success factor 5Create joined-up omnichannel journeys

Smart Insights: ROPO summary of Google case

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Consumer digital platform demand at Debenhams

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0.00%

2.00%

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6.00%

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10.00%

12.00%

14.00%

Total Hourly Demand by Device

DotcomiPadMobile

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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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

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Barcode scanner driving mobile interactions in store

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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Reviewing satisfaction levels by channel / platform

Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams

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Strategy success factor 6Integrate search, social and email marketing

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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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Defining consuming search behaviours / targeting with qualifiers

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Strategy success factor 7Engagement is the biggest challenge

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The problem with blogging…

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More what we’re looking for!

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49Example of an integratedsocial media campaign

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Strategy success factor 8Use the latest best practice

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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/

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Let’s Connect! Questions & discussion welcome

SmartInsights.com

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