managing digital marketing
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A talk hosted by the Chartered Management Institute in Liverpool. It covers 12 tests for managing digital marketing to give an integrated approach.TRANSCRIPT
12 tests for managing digital marketingsuccessfullyDr Dave Chaffey CEO: SmartInsights.com
Download presentation:SmartInsights.com/managedigital
What is “best practice” for managing digital
marketing?
• A process?• A technique?• A mindset?
Need?• A framework• Capability review• The right resources
Dig
ital m
ark
etin
gfra
mew
ork
s
Case s
tud
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• Books Online advice and consultingwww.smartinsights.com
Qualifications and trainingwww.theidm.com
Insights Directorwww.clickthrough-marketing.com
About Dave Chaffey
Test ONE
Basic IMC foundations
4Cs:• Coherence – different
communications are logically connected.
• Consistency – multiple messages support and reinforce, and are not contradictory.
• Continuity – communications are connected and consistent through time.
• Complementary – synergistic, or the sum of the parts is greater than the whole!
4Es:• Economical – Least cost to
the use of financial and other resources, not wasteful
• Efficient – doing things rights, competent, not wasteful
• Effective – Doing the right things, producing the outcome required, not wasteful
• Enhancing – Improve; augment; intensify
Not easy…. Need:
1. Contact rules (email) 2. Personalisation rules (site)3. Conversation calendars(social)
Consistent OVP by journey
PLAN
OVP by channel
Test TWO Customer insight > Personas
Group common search behaviours
NOT keyword LISTS:
Need: treatment/surgeryConcerns: risks/costs
<Need> + <Qualifiers>
Q. Do we have adequatekeyphrase targeting for
SEM?
Forrester Research on “site design personas”• Ethnographic researchers averaged
– 21 i/views per project for 4 personas, $47K– $10K to 100 i/views for 8 personas, $500K
• Examples:– Ford uses 3 buyer personas at Ford.com
• Primary persona ‘Marie’ – just beginning car shopping process, hasn’t settled on brand, doesn’t know about cars, needs Help!
– Staples.com has 7 for shoppers– Microsoft had 7 for Windows XP
• Segment on key characteristics/behaviours– “Seeks high quality”, “Seeks low cost”– “Starting evaluation”, “Final decision”– Occasional visitor, frequent visitor
For each persona define preferences for: Platforms
(web, email, mobile) Platform usage (hours) Content consumption: General site types & category-specific Social media - content creation & participation Search behaviour Trusted brands
www.dulux.co.uk
Test THREEDecision journey analysis
TO THISFROM THIS
Source: Nate Elliot, Analyst at Forrester Research
Making the 3 layers work together
Source Nate Elliot, Analyst at Forrester Research
Reachlayer
Interactionlayer
Transactionlayer
Example:Sneakerpedia
Test FOURDo you have acontent marketing strategy?
• Originated content
• Curated content
• Licensed content
• User generated content
• (Interactive tools)
What is it?“How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and, ultimately, motivating a change in behaviour” (Joe Pulizzi, Content Marketing Institute)
(and will ideally share)
“...the [potential] customer needs evidence that we understand their problem better than they do before they’ll buy, share or recommend us...” @juntajoe CMI
Matrix
Presentation title Author's name 7 April 2023 Confidential
Test FIVEDo you have amobile platform strategy?
Source: Craig Sullivan (Belron/Autoglass)
Social CRM?
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. : )
Test SIXDo you CRO?
Source:
The foundation for marketing optimisation
Source: Chaffey: Internet marketing strategy, implementation and practice, 5e
Grouping KPIs
Figure 9.4 The five diagnostic categories for e-marketing measurement from the framework presented by Chaffey (2000)
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
Ling’s Cars
Ling’s Cars
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
Test SEVEN
Do you facilitate cross-channel journeys?
Smart Insights: ROPO summary of Google case
Source: Display from 36 to 40% of global advertising
Do you use the halo effect?Test EIGHT
New forms of performance display
Test NINEDo you attribute?
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
Use Google Analyticsto understand true value
46
Measuring assists in Google Analytics
Google’s new social analytics
Test TEN Do you Google+?
Google+ matters (to SEO)
Case study
H&M + Google+
Test ELEVENGovernance?
Source: Shane Diffily
https://www.mckinseyquarterly.com/Strategy/Strategic_Thinking/Enduring_ideas_The_7-S_Framework_2123
The Journey:Capability maturity
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
Source: Smart Insights – Burberry / Rossignol case
Test TWELVEDefinedvision?
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
Let’s Connect! Questions & discussion welcome
• Blogwww.smartinsights.com/blog
• Feedswww.feedburner.com/smartinsights
• Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
Download presentation:SmartInsights.com/managedigital