2. 2
About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books now
working on 5th editions
• Responsive for CXM at
SmartInsights.com a
marketing advice site
with Expert members in
over 50 countries
• Insights Director at
agency ClickThrough
Marketing
4. 4
CXM is about effective customer communications
“Right Touching” is:
A Multi-channel Communications Strategy
Customised for Individual Prospects and Customers
Which…
Delivers the Right Value Proposition
Accompanied by the Right Message
With the Right Tone
At the Right Time
With the Right Frequency and Interval
Using the Right Media / Communications channels
To achieve…
The right balance of value between both parties
Source: Dave Chaffey (2005, 2012):
Digital Marketing Strategy: Implementation and Practice
5. 5
What is Customer Experience
Management?
Source: As defined by Forrester in 2011
6. 6
Do you have a person
or team RESPONSIBLE
FOR CXM?
Vote!
7. 7
Which is most useful for
you to learn more about
best practices?
1. Content marketing
2. Conversion rate optimisation (website)
3. Email marketing
4. Mobile marketing
5. Search marketing (SEO and PPC)
6. Social media marketing
8. 8
Start with a plan!
Key success factors
Customer insight
Marketplace review
SMART objectives
Persona creation
Digital SWOT summary
11. 11
SWOT-TOWS activity:
Selecting the right content types
Purpose
To define your challenges, opportunities and strategies to
overcome them
Instructions / Process
1. Review internal strengths and weaknesses
2. Review external opportunities and threats
3. Define strategies
Timing
10 minutes!
14. 14
Which criteria should we target on?
Unknown
Demographic profile data
Lifestyle &
psychographics
Attitude &
preferences
Behaviour
q Past purchase
q Search term entered
q Offer clicked
Targetingvariablemost
predictiveofresponse
15. 15
Targeting options to review?
Targeting approaches Method
1. Classic profile-based
demographic segmentation
Target customer groupings according to
their characteristics & motivations
2. Customer value Assess customers by current and future
value potential
3. Audience personas Target 2-10 typical customer journeys
4. Customer lifecycle Target messages according to length of
time using online services
5. Purchase and response
behaviour
Use “sense and respond” behavioual
targeting based on RFM
6. Channel preference Communicate with customer in their
preferred media (and according to value)
7. Tone and style preference Communicate with customers according
to their tastes inferred from demographics
or behaviour.
16. 16
Tip – create a layered segmentation
- an example from eBay
18. 18
Targeting customers based on value
Customer
potential
Customer
quality
high
low
low high
One time shoppers
with low potential
Average customers
Good customers Very good customers
15 % 15 %
60 % 10 %
Indicators for customer quality Indicators for customer potential
Order value per received catalogue
Order value per season
Gross margin in % of net sales
Returns in % of order value
Last date of purchase
Number of active seasons
Channel usage score
Number of different product categories
Source: Chris Poad, Otto, E-consultancy masterclass 2006
20. 20
Targeting by Lifecycle personalisation –
typically using event-triggered email
First-time visitor
Return visitor
Registered visitor
Purchased once
Newly
registered visitor
Purchased
Active
Purchased
Inactive
Tesco.com
•“Logged-on”
•“Cautionary”
•“Developing”
•“Established”
•“Dedicated”
•“Logged-off”
21. 21
BT - It’s all about past actions… “Recognition of activity”
Purchase
Dispatched +7d
+14d +21d
Recognition of
previous purchase
22. 22
RF engagement scoring example
Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue
Scoring:
Recency
Low
1 = > 24months
2 = 19-24 months
3 = 13-18 months
4 = 7-12 months
5 = 0-6 months
High
Frequency
Low
1 = One purchases
2 = Two purchases
3 = Three
4 = Four
5 = Five
High
Note here boundaries are defined
to illustrate behaviour. There
are a different number in each group
23. 23
CXM Technique 2. Personas &
Customer journey mapping
Source: Boston Consulting Group
29. 29
Betfair’s Mobile Value Proposition (MVP)
https://touch.betfair.com
Betfair‟s mobile app generated £1 billion of bets in
the last financial year. 168,000 used it‟s app, a 122
percent increase.
For 2012 c £2 billion, 15% of revenue 275,000
app users. Half of all UK customers have placed
bet.
31. 31
n Searches
% Brand
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
Page views/
visit
Act
Interaction
and leads
nLeads
%
Conversion
to lead
Goal value
per visit
Average
order value
Convert
Sales and
profit
nSales
%
Conversion
to sale
Sales
value
n Brand
mentions
Engage
Loyalty and
advocacy
% active
customers
% Customer
conversion
% existing
sales value
Volume Quality Value
Actionable RACE dashboard
32. 32
What
are the
GOALS
for our
site?
| 32
• Brochure
thank you
• Value
assigned:
• E.G £3
• Call back
page
• E.G. £4
• Taster page
• E.G. £9
Call tracking with GA
34. 34
Measure your full funnel
Measure top of
funnel
Find pages and
template CTAs
which drive visitors
down funnel
We use a custom
report (horizontal)
Using testing to
optimise bottom of
funnel
37. 37
Improving Reach
Key success factors
Define success criteria
Select appropriate mix
Optimise most effective channels:
Search marketing
Outreach
Social media marketing
38. 38
Technique 3. Targeted lifecycle media
Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
Long Tail
AdWords
Remarketing
Facebook
custom audiences
AdWords
Generic
Social
amplification
Media related
PR
Influencer
PR Integrated
content
campaigns
Blog
marketing
Sponsored
Tweets
Instagram
FBX
Retargeting
Facebook
Promoted Posts
LinkedIn
Promoted Posts
Tip: Review Display Network and
Remarketing options
AdWords
Tail
AdWords
PLA
AdWords
Mobile
(Enhanced campaigns)
SEO
Generic
39. 39
Using POE media targeting to fit
the customer journey:
Select
supplier
(enquire)
„Tracker‟
Completing
„Hunter‟
Researching
„Explorer‟
Browsing
Directed goal-orientedUndirected, exploratory
Destination
purchase
(buy)
Define
requirements
Assess
supplier
capabilities
„Inspire
me‟
„What‟s out
there‟
Source: Mike Baxter, Sales Logiq
40. 40
SEO strategy pillars : international business
Goals and performance
1. Conversion model:
Quality Engagements
2. Verify data source &
analytics accuracy
3. Volume, quality, value
trends analysis
4. Keyphrase gap
analysis by model
5. Page-level analysis
by model
On-site SEO activities
1. On-page
optimisation (TDKs*)
2. Internal
linking
3. Duplicate content
management
4. Content
creation and SMO
5. Universal or blended
search
Off-site SEO activities
1. Backlink
reconfiguration
2. Local content
link-building
3. Local PR
activity
4. Internal
linking
5. Influencer outreach
(SMO)
*TDKs = Page <title>, Description, Keyphrases in copy, headings, images
41. 41
Brief SEM briefing = problems to avoid
SEO
1. Insufficient key phrase
research and analysis
2. Index inclusion and
coverage poor
3. Content owners / editors
don‟t know rules of SEO
4. Insufficient unique
content
5. Internal linking strategies
not used
6. External link-building
tactics weak
Pay Per Click
Importance of QS not
recognised, i.e.
1. Click through rate
2. Ad text relevance (copy)
3. Triggering text relevance
4. Landing page relevance
and speed
So, depends on brand,
copywriting, account
structure, match types
(broad, phrase, negative)
and testing.
42. 42
1. Content – requires depth
and detail “Epic/Nuclear”
2. Different types of content
give traction
3. Author authority and
social signals matters
4. Links remain critical, but
bar for quality keeps going
up.
5. Diverse anchor text
needed after Penguin
6. Great design matters
7. Guest posting comes
under increased
scrutiny
8. Social continues to
exert a powerful
influence
9. Mobile performance
and compatibility matter
10. SEO is less tactics,
more strategy
Source: Search Engine Journal, MoZ ranking factors
SEO Trends and Signals = Content, Author and Sharing quality
45. 45
How good is your checklist
for content owners and
editors?
Step 1. Aims for page
Main visitor type (s)
Page goals
Step 2. Which phrases?
Use Google Keyword Tool
Primary, secondary, tertiary
Step 3. Name document
Keyphrase1-Keyphrase2.html
Step 4. Title tag
Keyphrase dense :
15-25 chars
Step 5. Meta tags
Description < 300 characters
Keywords
(Don‟t stuff)
Step 6. Body copy
Keyphrase density
Use synonyms, don‟t SPAM
Step 7. Heading styles
H1 same or distinct from title
H2,H3 – use secondary and tertiary
phrases for long tail
Step 8. Hyperlinks
Include keyphrase in anchor text.
Action verbs separate?
Consider external links
Step 9. Images
Include alt and title text
Provide caption
Step 10. Optimize
Track & Modify
46. 46
Step 4 and 5 – Are you engineering
your Document meta data?
<title>
VERY IMPORTANT = Unique = Call-to-action
2-3 keyphrases on left, - brand on right
Google has around 60 characters= 8-10 words
<meta name=“description” = Unique = Call-to-action
FAIRLY IMPORTANT
4-5 keyphrases in natural English, c150 characters
<meta name=“keywords”
UNIMPORTANT
Include main target keyphrases comma separated
File name and directory structure
Use hyphens, include keywords, be sensible
site:www.domain.com
+ keyphrase
51. 51
Increasing InterACTion
Key success factors
Define key customer journeys for different platforms
Use Analytics to improve effectiveness
Select content to engage audience
Manage creation and promotion
of content
55. 55
Does your experience align?
Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda
Squires from Seren
Customer persona toolkit: http://bit.ly/smartpersonas
60. 60
Content audit activity:
Selecting the right content types
Purpose
To create a process for relevant content type selection
Instructions / In pairs
1. Review existing content for a defined persona
(2. Review competitor and out-of-sector content)
3. Brainstorm new content ideas
4. Select best content ideas using criteria
61. 61
Activity – Content marketing matrix
Criteria?
Rev/visit
Demand+ lead ge
Amplify
Brand fit
SEO
Longevity
Authority/Though
Leadership
Individual pain po
Repurposeability
Risk/reward
68. 68
Influencer outreach – key
questions…
Do we invest enough time in this?
Who is responsible for this?
What is our process for influencer marketing?
How do we segment influencers?
How do contact priority influencers?
How do we measure success
How do we scale this?
70. 70
How sophisticated is
your email marketing?
Customers
Welcome
email
Behavioural
Cross sell
Regular
marketing
emails
Site
segmented
Activity
flagging
RFM
Predictive
Lapsed /
Churn
By product
Site down
apology
Birthday
/ Xmas
Emails
Repeat
abandoner
Future
Release
alert
Back in
stock alert
Lapsed
Activity
Non cross sell
Not returned
in 14 days
Not
re-purchased
in 14 days
Process
abandonment
X-sell
programme
By product
Newsletter
Not
transacted
By content
group visited
Content
triggers
Entry level
5 - 8 triggers
Medium level
17 – 30 triggers
Upper level
20 – 50 triggers
Nirvana
50 – 500 triggers
Nursery program
Site Activity programFull marketing email program
Customer service emails
Source:
71. 71
Your Email marketing /
Marketing Automation capabilities?
Vote!
Stage 1. Initial
“Pray and Spray”
None
Email marketing
maturity stage
A. Goal-setting
and evaluation
B. Contact
strategy and
policy
C. Segmentation,
Targeting &
Personalisation
D. Marketing
integration
E. Test and
Learn
None:
Enewsletter /
Solus emails
0 Segments
Email marketing
independent
Limited
Stage 2. Managed
Limited relevance
List growth
Segmented
response
Basic
contact strategy
and rules
2-6 segments
Basic contact
strategy
Direct mail
and/or phone
integration
Subject line
Offer testing
Stage 3. Defined
Segmented
relevance
Marketing
outcomes
“Beyond the click”
Basic lifecycle
communications
Simple
event-triggered
Welcome reactivate
ESP, web
analytics & social
media integration
Template layouts
Stage 4. Quantitative
Contextual relevance
Subscriber
engagement
Individualised
contact strategy
Recency,
Frequency, Value
Auto-triggers
based on web
behaviour
Individual /
segment testing
Stage 5. Optimizing
Optimized relevance
Integrated web and
multichannel
Integrated
online & offline
contacts
Multi-layered
Dynamic content
insertion
Right-chanelling
based on value &
preference
Real-time and
multivariate
72. 72
Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category
78. 78
Segmenting pages/product by performance
High Potential
(Problems)
Top
Performers
(Stars)
Low Potential,
Low Performance
(Dogs)
Consistent
Performers
(Cash Cows)
Conversion rate
Or conversion rate variance (add to basket) compared to average
Pageorproductpopularity(views)
orpageviewvariance(comparedtoaverage)
81. 81
Testing email offer in an abandoned
shopping cart email sequence
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 case study
82. 82
Improving Engagement
Key success factors
Understanding the satisfaction gap
Effective sharing through social media marketing
Effective and efficient email marketing
88. 88
Let’s Connect!
Questions & discussion welcome
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Notas do Editor
A toolkit
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Ben Carter
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Customer Experience often starts here
Search continues to be a major driver of visits, leads and sales for many businesses, so it’s important that companies, or their agencies are on top of the latest changes in the Google algorithm. I recommend the 10 factors in the Search Engine Journal summary for the best practical guidance in 10 areas, you can look at the SEOmoz factors, but this is more technical, less practical.
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Superlative: Epic, awesome, nuclear content
200 in initial period, but 200 doubled
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social