the state of lifecycle marketing and automation 2016

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The State of Lifecycle Measurement and AutomationDr Dave Chaffey. SmartInsights.com

Presented at TFM, London, 2016. Report and slides: http://go.smartinsights.com/tfm

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Lifecycle marketing opportunity

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Understand consumers

Marketing Techniques

Master Martech

Optimise platform

best practices

Process : integrate

marketing plans

The 5 pillars of improving marketing today

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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.

Specialist Digital Marketing consultant, trainer and author since ‘97.

Free Basic membershipPaid Expert membership Paid Expert membership

Presented at TFM, London, 2016. Report and slides: http://go.smartinsights.com/tfm

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1. Customer behaviour – the biggest trend ?

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Growing multi-device ownership

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From Mobile-first to the Multichannel majority

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Desktop Purchase still #1 device

Source: Custora Ecommerce Pulse

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Recommended technique : Segment channels/journeys by device

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2. Marketing techniques

The eight key techniques every business needs to master

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Q. Which digital marketing activity will most INCREASE your

commercial returns in 2017? 1. “Big Data” 2. Content Marketing 3. Marketing Automation

(incl. email, lead scoring, personalisation) 4. Mobile Marketing 5. Conversion Rate Optimisation

14@DaveChaffeySmart Insights Digital marketing trends 2017 article

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The Big 3 digital channel sales drivers in retail sector (last click)

Source: Custora Ecommerce Pulse

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The reality = multiple touchpoints

Source: Google Customer Journey path to purchase study

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0

10

20

30

40

50

0-5 5-10 10-15 15-20 20-25 25-30 30-45 45-60 60-120

Conv

ersio

n Ra

te (%

)

Time to call after abandonment (minutes)

Plus offline conversion touchpoins important in many high purchase value sectors

Abandonment identified instantly

Typical session timeout detection

Normal

starting

point

SMS Conversion Rates

Email Conversion Rates

Source: Optilead

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Example call-back pop-up based on user behaviour

Source: Optilead

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Recommended technique : Use Attribution models and useMultichannel funnels in Google Analytics

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AdRoll US attribution report

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3. Marketing Technology

Q&A and Free poster version at Stand T1130

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Our Marketing technology stackPaid Owned and

AutomationEarned Experience Analytics Productivity

Yours? Tweet to #TFM16 one free, ideally new marketing tool ‘you couldn’t live without’

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30 Digital Tools categories #1

Download: http://bit.ly/smartdigitaltools

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B2B-specific attribution

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Moving from descriptive topredictive measurement

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4. Marketing Platforms

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Platform best practices to watch for in 2017

AI and chatbots e.g. Messenger and All Updates to 200 X Google organic signals Paid media options to boost awareness and

conversion through segmented re-marketing Predictive analytics

Smart Insights Digital Media options cheatsheet

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AdWords innovations to trial and optimise in 2017

Expanded text ads for Mobile Mobile Bid adjustments Cross-device attribution Account-level sitelinks

Plus established nurturing techniques RLSA, Customer Match

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5. Integrate insight-driven marketing plans and processes

Define opportunity: Analytics review Capability audit - Identify improvements Model lead targets TOWs summary

Create strategy Review ALL touchpoints to generate ideas Map content to lifecycle communications Create comprehensive communications model

Prioritise actions Define recommendations Identify quick wins Longer-term improvements

34@DaveChaffeySource: PAC Omnichannel 2015 research

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Digital Transformation

Do you have a (Digital) Marketing Centre of Excellence?

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Let’s Connect! Questions & discussion welcome

on Stand H10 or SmartInsights.com

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Q&A and Free poster version at Stand T1130