integrated marketing 2014
TRANSCRIPT
Digital Marketing Priorities 2014Brought to you by:
Digital marketing Trends 2014
Dave Chaffey
Editor
SmartInsights.com
Integrating digital marketing will be a key challenge for many organisationsin 2014. This webinar explains different techniques and gives examples of how to create more customer-centred campaigns and experiences.
#PlanToSucceed
2 @DaveChaffey22 Digital trends for 2014
see: http://bit.ly/smarttrends
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Source: Forrester
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Initial results from our Managing
Digital Marketing 2014 survey
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Aims of this webinar
NOT digital channel tools…
but channel INTEGRATION
Including:
Integration tools and techniques
Examples of integration
Please ask questions
throughout, we’ll discuss them at
the end
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Integration Trend 1.
Putting Content Marketing at the Heart of Digital
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
MAKE YOUR SITES A DESTINATION
http://bit.ly/smartovp
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“Content marketing is a marketing and business process of creating and
distributing relevant and valuable content to attract, acquire, and
engage a clearly defined and understood target audience –
with the objective of driving profitable customer action”.
Joe Pulizzi www.contentmarketininstitute.com
Integration Trend 2:
“Epic, Viral, Nuclear” content
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Vote: How do you rate
your content marketing?
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Integration Trend 3:
Developing a content marketing strategy
Specific responsibilities for:
Content marketing +/- SEO +/ Social media marketing +/- Email marketing
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Integration Trend 3:
Developing a content marketing strategy
ACT
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Integration 4: Integrated
content calendars
Source: Velocity Partners
Also need
themes:
Monthly
and/or
Weekly
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Content marketing
review tool
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Build in reasons to share + add
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Integration 5: Deeper persona insighthttp://bit.ly/smartpersonas
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Integration 6: Understanding, prioritising and
optimising omnichannel journeys
Source: Boston Consulting Group
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Persona Technique
Mental : Content model mappingWhat is this
thing?• Is it a web
service?
• How
different
from
desktop
software?
What can I
do with it?• Anything
new?
• How does it
work?
Do I need
this ?• Why
upgrade?
• What can I
do that’s
new?
What else do
I need?• System
requirement
s
Convince
me!• Who is it
for?
• Who is
using it?
(People like
me?)
• Can I try it?
Reassure
me!• Can I
revert?
• Are my
personal
details and
data safe
OK what’s it
gonna cost?• How does it
compare?
• How can I
save?
• Do I pay
more for
subscription
?
• +System rqmts• Features and benefits list or matrix. FAQ. Compare?
• Demo / trial • Demo or trial
• Case studies
• Testimonials
• Guarantee
• Offers/deals• Product visuals
• Security info• Bonus add-
ons
For an Event:
Functional questions:
• What? Scope of event? Why is it better
than others?
• When? Date, registration
• How? Will I benefit – Value Proposition
What’s next? How do I register?
• Value questions:
• Who? Who are the speakers?/Exhibitors
• How will this site/event help me with my career?
• How will this site/event help me with my job?
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Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail
by Richard Sedley and Amanda Squires now of Seren
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Personalisation based on context
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Integration isn’t easy…
Michael Wiegand’s Mobile User Experience Hell & Toys”R”Us
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Integration 7 –
Selecting the best mix?
REACH
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Q. Which media work best for you?
REACH
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Effectiveness (potential sales volume)
Inve
stm
en
t (r
eso
urc
e n
ee
de
d)
SEO
AdWords
Remarketing
custom audiences
AdWords
Social
amplification
Media related
PR
Influencer
PR Integrated
engagement
campaigns
Blog
marketing
Vertical niche
campaigns
REACH
Sponsored
Tweets
Which paid, owned, earned media should we target?
FBX
Retargeting
Promoted Posts
Promoted Posts
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Watching the fastest growing…
FBX Retargeting Email publisher audience targeting
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Trend 8. Marketing Automation
integrating IP, web + email scoring
Source: WOW Analytics
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MA Lead scoring flow
Source: WOW Analytics
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Integration trend 9:
Cross channel MA and Personalisation
i.e. Email, Web Social
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Integration Trend 10: Simplifying experience
and brand messages
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https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
Integration Trend 11 Bespoke, immersive mobile experiences
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W3C “One-web” alternativesApproach Advantages Disadvantages
Responsive
Web Design
(RWD)
CSS Media Queries
modify presentation
for device resolution
Single template
for all devices
gives speed and
cost benefits.
SEO?
Bigger page
weight
Compromises
experience for
higher
resolutions?
Client-side
Adaptive
Javascript on the
user’s device loads
different templates
based on device
resolution
• Complete
rebuild of CSS
not needed
• Only
resources
needed loaded
• Experience
customised for
devices
Maintenance of
additional code
Server-side
Adaptive
Dynamic serving of
styles based on
device detection.
Smaller mobile
pages than other
approaches
Multiple
templates must
be maintained
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Source: Google Analytics vs Universal Analytics
Integration trend 12: / VOTE
Integrating different insight sources
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OPPORTUNITY
STRATEGY
ACTION
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Which levers do pull when they’re changing?
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To get the best results,
Digital Strategy requires you to work both on
Efficiency and Effectiveness factors
Efficiency:
“Doing the thing right”
Always-on operations
and optimisation
Effectiveness:
“Doing the right thing”
Strategic actions that drive
Reach, Conversion and
Engagement
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Efficiency and Effectiveness
for the RACE frameworkRACE
factors
Efficiency – “Hygiene factors” Effectiveness – “Performance drivers”
Reach • On-page SEO, IA
• AdWords account optimisation
• Affiliate/ Display campaign
optimisation
• Online targeting quality
• Content marketing 1: Content/editorial
quality
• Content marketing 2: Campaign plan quality
• Content marketing 3: Outreach/ partnering
quality
Act • Information Architecture
• Accessibility – multi-device
support
• Blog / Content hub optimisation
• Content marketing : Persona / journey
targeting
• Customer journey optimisation
Convert • CRO: Page-level experiments
• Analytics quality
• Online proposition quality: Marketing mix
• Content marketing: Online merchandising
Engage • Content marketing: Primary
content
• Social media optimisation
• Email Delivery, Rendering,
Timing
• Content marketing: Nuclear content
• Social media community engagement
• Customer satisfaction and loyalty drivers
• Email marketing targeting and touch policy
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Integration Trend 13:
Integrated planning
Source: Dan Bosomworth, Hierarchy of plans
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Integration Trend 14:
Marketers move from
T-Shaped to V-Shaped
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About SmartInsights.comActionable Marketing Advice
Recommended channel hub page:
SmartInsights.com/digital-marketing-strategy
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Thank you for listening and participating!
Questions & discussion welcome
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