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Digital Marketing in 2015 презентация
Содержание
- 1. Digital Marketing in 2015
- 2. About Dave Chaffey Digital
- 3. http://bit.ly/smartstrategy
- 4. Mobile tipping point passed
- 5. The multiplatform majority?
- 6. Is mobile responsive sufficient?
- 7. Or is adaptive needed?
- 8. AO.com adaptive
- 9. http://bit.ly/smartgraphics
- 10. #1 A defined Digital Strategy PLAN Download Digital Marketing 2015 report: http://bit.ly/smartdigital2015
- 11. Download Digital Marketing 2015 report: http://bit.ly/smartdigital2015
- 12. #2 Define audience and select best targeting
- 13. The RS Newsletter Hero banner Customised content:
- 14. #3 A Brand OVP/YouTility OVP = Online
- 16. ASOS published CRO improvements
- 17. #4 A brand personality? How can you/should
- 18. Source: Ogilvy, TNS and Google Path to Purpose July 2014
- 19. View clips Making the experience human
- 20. Improving Reach Key Trends Increased micro-targeting options
- 21. Why content marketing matters Q. Do you
- 22. Search and Email Marketing Rock! Social Sucks!
- 23. Today’s complex customer journeys Source: Online marketplace mapping
- 24. #5 SEO and PPC Win for
- 26. / More on update
- 27. REACH #6 Experiment to test the best media investments: 70: 20: 10
- 28. Google AdWords Remarketing example
- 29. New Facebook retail retargeting Source: Smart Insights alert
- 30. Increasing InterACTion Key trends Interactive content marketing Investment in outreach Immersive-responsive landing pages
- 31. #7 Define and optimize conversion pathways ACT
- 33. Define Top Tasks?
- 34. #8 A kickass content marketing strategy http://bit.ly/smartercontent
- 35. Pop-ups work (unfortunately) Source: Kath Pay on Smart Insights
- 37. Increasing Conversion Key trends Evolutionary site design
- 38. #9. A CRO mindset + process Source: Chris Goward - WiderFunnel
- 40. UK Ecommerce example of mindset
- 41. http://www.youtube.com/watch?v=VRYbpfrrxbg
- 42. Use the free Google Content Experiments – we do!
- 43. Practical Tip – using customer feedback tools http://bit.ly/smartfeedback
- 44. Improving Engagement Key trends Customer satisfaction and
- 45. Mobile First!
- 46. …Mobile first? Source: Litmus Dec 2014
- 47. Make your first 3 CTAs count! Source: Litmus Dec 2014
- 49. An example of improving Marketing Automation :Halfords case study
- 50. Source: 7 Steps to Digital Transformation Infographic
- 51. Let’s Connect! Questions & discussion
About Dave Chaffey
Digital marketing consultant/trainer
since 1997 Author of 5 bestselling marketing books Editor of SmartInsights.com - a marketing advice site with Expert (Pro) members in
Слайд 1Digital Marketing in 2015
10 Essentials for Ecommerce marketing
Dr Dave Chaffey. SmartInsights.com
Слайд 2About Dave Chaffey
Digital marketing consultant/trainer
since 1997
Author of 5 bestselling
marketing books
Editor of SmartInsights.com - a marketing advice site with Expert (Pro) members in over 80 countries using our planning guides, templates and online courses to improve results.
Editor of SmartInsights.com - a marketing advice site with Expert (Pro) members in over 80 countries using our planning guides, templates and online courses to improve results.
Слайд 10#1 A defined Digital Strategy
PLAN
Download Digital Marketing 2015 report: http://bit.ly/smartdigital2015
Слайд 12#2 Define audience and select best targeting options
PLAN
http://bit.ly/smarttargeting
Source: Harriet
Mitchell Smart Insights 2014 Digital Impact conference
Слайд 13The RS Newsletter
Hero banner
Customised content: (Customer Profile)
EDE (Electronic Design Engineers)
Non-EDE (Electronic
Design Engineers)
Promo Excluded (Key and Corporates)
Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
Nursery
Development
Acquisition
BEH Module
Customised content: (Behavioural data)
Abandoned Baskets
Browsed Not Bought
Propensity to Buy (A recommendations model)
Top Sellers
Local Module
Product modules can vary in number and format. Maximum of 8 modules per email.
Product Modules
Optional modules for any local activity/information.
Source: Harriet Mitchell Smart Insights
2014 Digital Impact conference
Слайд 14#3 A Brand OVP/YouTility
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
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
http://bit.ly/smartovp
PLAN
http://bit.ly/smartpersonas
Слайд 17#4 A brand personality?
How can you/should you STRETCH?
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.
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:
Слайд 20Improving Reach
Key Trends
Increased micro-targeting options
Mobile targeting
Engagement through Visual Apps
Quality SEO signals
Слайд 21Why content marketing matters
Q. Do you have a blog?
Q. Is blog
traffic ‘significant’ to your business?
Source: Similar Web
Слайд 22Search and Email Marketing Rock!
Social Sucks!
Source: Custora Pulse
Customer Acquisition by email
has
quadrupled over the last four years.
Слайд 24#5 SEO and PPC
Win for range of customer searches
B2B example
1. Generic
“Accountants”
2.
Long-tail
“Bookeeping Sage25”
3. Local “Accountants Portsmouth”
4. International
5. Mobile
6. Image/video
3. Local “Accountants Portsmouth”
4. International
5. Mobile
6. Image/video
Слайд 30Increasing InterACTion
Key trends
Interactive content marketing
Investment in outreach
Immersive-responsive landing pages
Слайд 37Increasing Conversion
Key trends
Evolutionary site design / growth hacking
Mobile CRO
Improvements to
Universal Analytics
Слайд 44Improving Engagement
Key trends
Customer satisfaction and feedback
Social media marketing
Engaging Email marketing
– TEST, LEARN, REFINE
Слайд 51
Let’s Connect!
Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free,
Basic member tools
Managing Digital Marketing 2014 report
Managing Customer Experiences 2014 report
Sample planning templates
Planning infographics www.smartinsights.com/membership
Premium, Expert member learning
7 Step Guides to all digital marketing
DIY Planning and optimisation templates in Word, Excel and Powerpoint
www.smartinsights.com/membership/expert-member-reasons
Personal Discount! DAVESAVE20
Managing Digital Marketing 2014 report
Managing Customer Experiences 2014 report
Sample planning templates
Planning infographics www.smartinsights.com/membership
Premium, Expert member learning
7 Step Guides to all digital marketing
DIY Planning and optimisation templates in Word, Excel and Powerpoint
www.smartinsights.com/membership/expert-member-reasons
Personal Discount! DAVESAVE20
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