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Digital marketing best practice - Smart Insights

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Digital marketing best practice - Smart Insights

  1. 1. Best Practices in Digital Marketing: Are they always best? 6th September 2012, Manchester Metropolitan University Faculty of Business and Law Dr Dave Chaffey SmartInsights.com/mmubs2012 1
  2. 2. About Dave Chaffey  Books  Online advice and consulting www.smartinsights.com  Qualifications and training www.theidm.com  Insights Director www.clickthrough-marketing.com 2
  3. 3. 3
  4. 4. Ling‟s Cars Ling‟s Cars 4
  5. 5. 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 5
  6. 6. What is “best practice” for digital marketing?  A process?  A technique?  A mindset? Need?  A framework  Capability review  The right people 6
  7. 7. 7
  8. 8. 8
  9. 9. https://www.mckinseyquarterly.com/Strategy/Strategic_Thinking/Enduring_ideas_The_7-S_Framework_2123 9
  10. 10. The Journey: Capability review gives context Strategy process Structure: Senior E-commerce and performance Marketing Online marketing Location of E- management maturity stage improvement integration focus commerce buy-in process Stage 1. Uncontrolled Content: Limited Limited Discrete Unplanned experimentation Brochureware Stage 2. Stage 1. Low-level Common Traffic: Diffuse Diffuse Aware Unplanned objectives initiatives visitor acquisition management Stage 3. Specific Conversion & Stage 1. Annual planning Centralised organisational Centralised Involved customer Unplanned collaboration management objectives experience Stage 4. Refined Stage 1. Driving Decentralised online channel Decentralised Partnership Retention Unplanned performance operations improvement Stage 5. Integrated Stage 1. Whole lifecycle Integrated & multi-channel Integrated Integral Complete Unplanned optimisation optimised improvement Source: E-consultancy (2005) report „Managing an E-commerce team‟ Author: Dave Chaffey 10
  11. 11. Source 11
  12. 12. Source: Smart Insights – Burberry / Rossignol case 12
  13. 13. Where does “best practice” originate?  Opinion  Beware the gurus!  Experience  Relevant case studies  Testing  Using analytics  Research  What sample size/frame, sector? 13
  14. 14. 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. : ) Will you get the balance right? Investment in CRO? 14
  15. 15. Performance management Figure 9.4 The five diagnostic categories for e-marketing measurement from the framework presented by Chaffey (2000) 15
  16. 16. Measure Reach Encourage Convert Engage customers Audience Action incl lead To sale to retain and grow generation Tracking  Unique visitors  Online opportunity  Online sales  Email list quality metrics  New visitors (lead) volume volume  Email  Visits  Offline opportunity  Offline sales engagement  Conversation (lead) volume volume quality volume generated from generated from  Transactions online online Performance  Share of audience  Page engagement  Conversion rate  Active customers drivers  Share of search rate (Bounce rate, to sale % (site and email (diagnostics)  Brand/direct visits duration)  Channel active)  Lead conversion rate conversion rates  Active social by engagement tool  Category followers conversion rates  Repeat conversion rate Customer-  Cost per click and  Cost per lead  Average order  Lifetime value centric KPIs cost per sale  Customer satisfaction value  Customer loyalty  Brand awareness  Cost per sale index  Conversation  Customer  Customer polarity satisfaction advocacy (sentiment)  Products per customer Business  Audience share  Goal value per visit  Revenue per visit  Retained sales value KPIs (owned media) or  Online lead  Online-originated growth and  Share of voice contribution contribution to volume (earned media) (n,£, % of total) sales, revenue  Revenue per and product channel and 16 category
  17. 17.  PLAN:  Insight  Journey analysis  OVP 17
  18. 18. Harnessing insight http://bit.ly/smartbenchmarking 18
  19. 19. Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs <Need> + <Qualifiers> Google Agency Toolkit 19
  20. 20. 20
  21. 21. 21
  22. 22. From insight to targeting: an example from eBay 22
  23. 23. Not easy…. Need: 1. Contact rules (email) 2. Personalisation rules (site) 3. Conversation calendars (social) 23
  24. 24. Customer journey analysis FROM THIS TO THIS 24 Source: Nate Elliot, Analyst at Forrester Research
  25. 25. Making the 3 layers work together Transaction Interaction Reach layer layer layer Example: Sneakerpedia 25 Source Nate Elliot, Analyst at Forrester Research
  26. 26. Attributing complex behaviour Any Click 1st Click Last Click Best Click 14/01 SEO The first click or view 15/01 MSN banner The last click or within the campaign view which has defined click window the highest 23/01 PPC campaign priority within the defined click or view 24/01 Tradedoubler window 3/02 Email 4/02 Direct Without deduplication, each „tracked‟ The last click or view campaign will report a 5/02 SEO whole sale and claim full commission Hiscox example 26
  27. 27. http://www.youtube.com/watch?v=gSoCsoqJ41c http://www.youtube.com/watch?v=Gavgc43x4XU 27
  28. 28. Use Google Analytics MCF to understand true value Measuring assists in Google Analytics Google‟s new social reports 28 2 8
  29. 29. Understanding multichannel journeys Smart Insights: ROPO summary of Google case 29
  30. 30. Consistent OVP through customer journeys 30
  31. 31.  REACH  Mix  SEO  Viral 31
  32. 32. 32
  33. 33. A balanced traffic mix? Source: Google 2010 33
  34. 34. c2008 version 34
  35. 35. Is ethical SEO “best practice”?  Dark Inky Black Hat SEO: So evil he‟s a typosquatter installing spyware. Plain illegal, too.  Charcoal Hat SEO: Optimizes really unrelated pages for all kinds of queries, but within the bounds of legality.  Dark Gray Hat SEO: This SEO is e.g. a splogger stealing content from other sites. (What, that‟s better than charcoal?)  Slate Gray Hat SEO: An SEO creating link farms and such.  Gray Hat SEO: An SEO who actually reads the search engine‟s webmaster guidelines, but then tries as much “evil” as she can get away with.  Light Gray Hat SEO: This SEO creates original content (lots of it), but the content is still only aimed at search engines.  Off-White Hat SEO: This guy not only ensures the site is indexable – he‟ll also make sure to get lots of backlinks from friends.  White Hat SEO: This person puts up the content that people are actually searching for, and prepares the site to make it very accessible. White Hat SEOs only optimize those of their pages they deem worthy to be ranking top in search engines.  Luminescent Pearly White Hat SEO: Not only does this SEO do everything the White Hat SEO does, the LPW Hat SEO also makes sure pages will not show up for irrelevant queries. 35
  36. 36. A case in point… 36
  37. 37. Google+ matters (to SEO) 37
  38. 38. H&M + Google+ Case study 38
  39. 39. Source: Digital Buzz Blog Dollar Shave 39
  40. 40.  ACT  Content marketing  UX 40
  41. 41. 41
  42. 42. TEFL Taster example 42 Smart Insights Explainer example
  43. 43. Bad design isn’t hard to find… 43
  44. 44. Source: Jakob Nielsen useit.com 44
  45. 45. Persistent UX myth 1: 3 click rule Source: UIE 45
  46. 46. Persistent UX myth 2: Make the home page scrollable Source: CX Partners 46
  47. 47. Source: CX Partners 47
  48. 48. Persistent UX myth 3: The home page is most important to get right / optimise In 2003, 39 percent of the page views for a large research website were for the homepage. By 2009, it was down to 19 percent. In one month in 2008, of the 70,000 page views a technology site received, 22,000 were for the homepage. For the same month in 2010, of the 120,000 page views the site received, only 2,500 were for the homepage. Another technology website had roughly 10 percent of page views for the homepage in 2008, and by 2010 it was down to 5 percent. One of the largest websites in the world had 25 percent of visitors come to the homepage in 2005, but in 2010 only has 10 percent. Gerry McGovern: The Decline of the homepage 48
  49. 49.  CONVERT  CRO 49
  50. 50. 50
  51. 51. 51
  52. 52. How Facebook Test Source: Facebook Engineering 52
  53. 53. How effective is your feedback cycle? Source: ACSI 53
  54. 54. 54
  55. 55. Ask “Why” as well as “what” - use feedback tools Key Point iPerceptions http://www.4qsurvey.com “Bad web site. Difficult to find item as no search box provided for short cut” “I can't find any prices on your website” “Would like to see where I can buy products from” . Satisfaction : Intent tools http://bit.ly/smartfeedback 55
  56. 56. www.whatusersdo.com 56
  57. 57. Gaining site and business innovation ideas through Uservoice Tools: http://bit.ly/smartfeedback 57
  58. 58. 58
  59. 59. How we encourage conversion... Discount for MMUBS Code: MMUBS-20 Valid Sept 2012 59
  60. 60.  ENGAGE  Customer comms  Social media  Mobile marketing 60
  61. 61. 61
  62. 62. Parasuraman,A.;Berry,Leonard L.;Zeithaml,Valarie A., “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 1985, 49, 4, 41-50. 62
  63. 63. Loiacono, E., Watson, R., Goodhue, D. (2007) WebQual: A measure of Web Site Quality, Journal International Journal of Electronic Commerce archive, Volume 11 Issue 3, Number 3 / Spring 2007 Pages 51-87 63
  64. 64. Source: Dan Zarrella 64
  65. 65. 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: Smart Insights: Email re-marketing 65
  66. 66. Your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission 66
  67. 67. The ? growth of mobile 67
  68. 68. Source: Craig Sullivan (Belron/Autoglass)68
  69. 69. Mobile best practice? Source: Mobile marketing 2015 69
  70. 70. 70
  71. 71. Social CRM? 71
  72. 72. 72
  73. 73. A glimpse of the future Rue La La (Flash Sales) April 14th 2012 53% mobile (Apps and Site) 30% mobile Weekends 40% mobile Weekdays Source: InternetRetailer.com 73
  74. 74. Conclusions?  You can run an online business by best practice alone, but… to make the most of opportunities you need…  A digital marketing strategy  To analyse and test, test, test what works in your sector  Be relentless! 74
  75. 75. Digital marketing pioneers Where are you on your journey? 75 75
  76. 76. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/ 76
  77. 77. Take a health check! http://bit.ly/smarthealthcheck 77
  78. 78. Let’s Connect! Questions & discussion welcome SmartInsights.com/mmubs2012  Blog uk.linkedin.com/in/davechaffey www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsi www.facebook.com/davechaffey ghts  Email Newsletter www.smartinsights.com www.twitter.com/DaveChaffey 78

Notas do Editor

  • So if most digital marketing isn’t based on strategy it must be based on best practices?
  • http://www.smartinsights.com/goal-setting-evaluation/vision-setting/digital-and-social-media-transform-business/Social media is not just a channel, not just a set of tools, not just about acquiring new customers. Instead, a way to transform business
  • Identify qualifiers+ risks+ costs+ treatment
  • OVP = Online Value Proposition
  • Follow-upsDo you know what content marketing is?Do you have a social media marketing strategy?

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