digital marketing strategy questions 2012
DESCRIPTION
8 questions to review your digital marketing strategy for 2012: attracting more with less. Presentation by Dave Chaffey at the #fusionmex Antwerp event. http://www.smartinsights.com.TRANSCRIPT
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“Attracting more with less”
8 questions to review your strategy for 2012
Dr Dave Chaffey, CEO, Smart Insights
Presented at Fusion Marketing Experience:
Antwerp, 2nd Dec 2011
Download presentation from: SmartInsights.com/presentations
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Driving traffic? That’s the old way
Source: Updated from an idea by the great David Hughes
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The beating heart pushing content out...
and encouraging interaction
AuthorsStaffReaders
NewsAlertsUpdates
CompetitionsDiscussion
Connection
NewsletterAlertsUpdates
Source: Updated from an idea by the great David Hughes
Yoursite
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Big questions
Q1. Does your brand have personality + OVP?
Q2. Mix = are you investing your time/money wisely?
Q3. Is our publishing process effective?
Q4. How do we make online campaigns more engaging?
Q5. Is your business “social by design?
Q6. Are your practicing “deep SEO”?
Q7. Are we siloed or multichannel?
Q8. Are you “competing through analytics?”
Key acquisition questions?
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Digital Marketing is simple:
It's ....
One Brand + Tribe
vs
Another
Q1
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Acquisition is simple = brand strength
• Which is the strongest brand in your sector?
• What gives them strength?
• What does "strongest" online?
• Most engaging
• Most discussed
• Most shareable = Links still matter
• Most loved = Folks only share what they love because these want to be loved
• Most visible = Media investment still matters
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Reasons content (inbound)marketing matters
Supports customers
• Copy converts
• UGC, ratings convert
• Comparison tools convert
• On-site search content
Supports acquisition
• SEO
• + AdWords
• + Email marketing
• + PR
• + Social media
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What is your brand personality?• 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:
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Developing your OVP• Core brand proposition = Marketing Mix:
•1 Who you are?•2 What you do?•3 Where you do it?•4 What makes you different?•5 How can our digital presence help you decide?
The OVP…
• OVP - Online Value Proposition • What can your provide to help/inform/entertain me
online? •Reinforces core brand proposition and credibility,
but messaging shows…•Different OVPs for different markets and audiences•Value that a site visitor get from your online brand
or campaign that…• They can’t get from you offline?• They can’t get from competitors?
•Develop content strategy to deliver OVPs•Communicate message forcefully: online and
offline
KeyPoint
http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/
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Key brand messages definedthrough the customer journey
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Are you using yourtime/money wisely? Q2
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How is your mix?
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How do you compare?
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The latest benchmarks• Mobile sales growth
• 11% of visits 2011, 4% 2010
• 6.6% of sales 2011, 2.3% in 2010
• Social media
• Facebook 0.8% of visits 2011, 0.73% 2010
• Twitter 0.02% of visits, 0.07% 2010
• But 9.2% conversion cf 5.7% average
http://www.smartinsights.com/digital-marketing-strategy-alerts/what-drives-conversion/
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“Every business is a multi-channel publisher
now”
Q3
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http://www.ruderfinn.com/rfrelate/intent/intent-index.html
GETTING THE BALANCE RIGHT:SELL : INFORM : ENTERTAIN
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SOCIAL MEDIA OPTIMISATION (SMO)“A systematic approach to improving the business contribution of social media marketing and related activities including PR, SEO, content marketing and display advertising integrated across all company online presences and offline communications”
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What is SMO?• Two views:
• Narrow: Using social activities to support SEO
• Broad: Improving effectiveness of all social media marketing
• Optimising this process – from central hub:
http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/
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24http://www.smartinsights.com/social-media-marketing-alerts/email-facebook-copywriting/
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Key E-campaign ingredient 1?
NOT "corporate communications" BUT "Buzz Agents"
Q4
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Buzz = Engaging + Participative
• Example engagement devices:
• Search boxes
• Questions
• Quizzes
• Polls
• Calculators
• Interactive Q&A
• Viral games
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Key E-campaign ingredient 2?
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Tip. Give your campaign momentum, inertia!
www.tourismirelandtaxichallenge.com
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Key E-campaign ingredient 3?
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Response increases by 25% for campaign
First Campaign,
Open rate, 8 to 10%
CCR = 0.2%
Second Campaign,
Open rate, 50 to 75%
CCR = 0.2%
Source: E-consultancy Masterclass 2005 - BCA
Remailing to opening-non converters
Tip. Repeat E-mailings where possible
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Response increases by 40% for campaign
First Campaign,
CCR = 0.2%
Second Campaign,
CCR = 0.2%
Multi-message example Email campaign 2
Source: E-consultancy Masterclass 2005 - BCA
Tip. Use time-limited offers
Remailing with urgency
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Combined response from e-mail and direct mail is 125% better than no e-mail.
Pre-mail, with online response
Response increases, 100% for direct mail piece.
Teaser e-mail. No online response Direct Mail
Direct Mail
Multi-message example - Email campaign 3
Source: E-consultancy Masterclass 2005 - BCA
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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: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
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Key E-campaign ingredient 4?
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Outreach - reaching prospects and customers through your web or network
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Creating advocate communities
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Is your digital marketing “social by design”
"Facebook shouldn't be the only thing
marketers do online, or in marketing. It should
just be part of everything they do"
Daily fan page "likes" has doubled in the past year to 100 million daily
"Mostly, Facebook does not deliver brand engagement, it delivers frivolous impressions" Joel Rubenstein
Q5
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Integratedcam
paign example
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More like it…
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Twitt
er
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Not forgetting LinkedIn
http://www.smartinsights.com/social-media-marketing-alerts/driving-traffic-and-generating-sales-via-linkedin-advertising/
http://www.smartinsights.com/emarketing-excellence-interviews/linked-in-business-marketing/
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“Deep SEO”
http://www.smartinsights.com/search-marketing-alerts/simple-seo-techniques/
Q6
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2011 SEOmoz factors
Page level links
Domain authority
Page-levelkeyword usage
Domain-levelkeyword usage
Social signals
Brand-metrics
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What is deep SEO?• Improving SEO that is non home
page related. Most important for retailers… Reminder that
• Multiple home pages matter (category/subcat)
• Deeplinks matter
• Duplicate content matters
• Link equity flow through internal links matter
• SMO matters
• Example…
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How good is your key phrase-level reporting?
•Should show:
•Potential demand from key phrase estimators
•Your actual performance (position, clicks, conversion, sales, value):
•Paid – absolute and relative
•Natural – absolute and relative
Use “Google Keyword tool” to identify categories/volume of searches:http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo/
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Deep SEO example
http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/
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Get into attribution!
Source: http://www.slideshare.net/TagMeet/oliver-elliott-boden-using-tagman-path-to-conversion-data-to-drive-customer-acquisition
Q7
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Multichannel attribution – who getsthe credit for sale? It's complicated...
Click SEO “Sun Holiday”
View MSN banner “Winter sun”
Click PPC “Hotels in Kos”
Click Tradedoubler Partner X
View Email “Special Offer”
Direct www.thomascook.com
14/01
15/01
23/01
24/01
3/02
4/02
Click SEO “Thomas Cook”5/02
Event Campaign DetailDate Onsite activity Landing
Content
Confirm
Purchase
Source:
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http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go
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Multichannel attribution
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Multichannel analysis
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/multichannel-customer-journeys-ropo/
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Measuring multichannel social ROI
Source: www.twitter.com/pemadden
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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/conversion-rate-optimisation-adoption/
Q8
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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
Competing on analytics
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What are the goals for this site?
What is a successful visit?
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Example goals pages• Brochure
• This is funnel top
• Value assigned:
• E.G £10
• Other goals pages:
• Call back page
• Taster page
• Email signup| 58
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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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RACE performance framework
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Are you "Always On"?
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Let’s Connect! Questions & discussion welcome
• Blog
www.smartinsights.com
• Twitter / Feedwww.twitter.com/smartinsights
• Email Newsletter
www.smartinsights.com
uk.linkedin.com/in/davechaff
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www.twitter.com/DaveChaffe
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