Post on 15-Sep-2014
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Best Practices inDigital marketing
For Leeds Metropolitan University
November 1st 2012
Dr Dave Chaffey CEO: SmartInsights.com
Download presentation:SmartInsights.com/leedsmet/
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Books Online advice and consultingwww.smartinsights.com
Qualifications and trainingwww.theidm.com
Insights Directorwww.clickthrough-marketing.com
About Dave Chaffey
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Why are best practices needed?
Consumer engagement is tough
Fierce competition across each of PRACE
To avoid this….
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Ling’s Cars
Ling’s Cars
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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
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What is “best practice” for digital marketing?
A process? A technique? A mindset?
Need? Framework Capability review The right resources
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Q. Have we benchmarked our digital marketing capabilities?
http://bit.ly/smarthealthcheck
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Where does “best practice” originate?
Opinion Beware the gurus!
Experience Relevant case studies
Testing Using analytics
Research What sample
size/frame, sector?
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PLAN: Insight Journey
analysis Targeting OVP
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What happens if there is no digital plan?
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Group common search behaviours
NOT keyword LISTS:
Need: treatment/surgeryConcerns: risks/costs
<Need> + <Qualifiers>
Google Agency Toolkit
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Use on/offline personas
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Customer journey analysis
Source Nate Elliot, Analyst at Forrester Research
Reachlayer
Interactionlayer
Transactionlayer
Example:Sneakerpedia
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Use Google Analytics MCFto understand true value
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Measuring assists in Google AnalyticsGoogle’s new social reports
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Understanding multichannel journeys
Smart Insights: ROPO summary of Google case
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Consistent OVP through customer journeys
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REACH Mix SEO Viral
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A balanced traffic mix?
Source: Google 2010
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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.
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A case in point…
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Google+ matters (to SEO)
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ACT Content
marketing UX
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Smart Insights Explainer example
TEFL Taster example
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Example of an integratedsocial media campaign
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Persistent UX myth 2: Make the home page scrollable
Source: CX Partners
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Source: CX Partners
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Persistent UX myth 3:The home page is most important
to get right / optimise
Gerry McGovern: The Decline of the homepage
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.
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Effective home page examples
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CONVERT CRO
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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. : )
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How we encourage conversion...
50% Student DiscountAvailable
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ENGAGE Customer
comms Social
media Mobile
marketing
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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.
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Ask “Why” as well as “what” - use feedback tools
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” .
KeyPoint
Satisfaction : Intent toolshttp://bit.ly/smartfeedback
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Gaining site and business innovation ideas through Uservoice
Tools: http://bit.ly/smartfeedback
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Source: Dan Zarrella
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Your email marketing capability?
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
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Test version B
Send Volume: 10,000
Sample criteria: Random
Click through rate: 4.5%
Main Broadcast
Send Volume: 180,000
Click through rate: 5.8%
Source:
Test version A
Send Volume: 10,000
Sample criteria: Random
Click through rate: 6.1%
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Templates that work in the inbox – beware image blocking
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The ? growth of mobile
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Mobile best practice?
Source: Mobile marketing 2015
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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!
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Let’s Connect! Questions & discussion welcome
SmartInsights.com/leedsmet/
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