Post on 15-Sep-2014
description
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Developing a Winning Digital Strategy
For Webforum, Oslo.
Torsag 13. mars
Dr Dave Chaffey CEO: SmartInsights.com
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About Dave Chaffey
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How will digital marketing help businesses grow in
2014?
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Growth example: ASOS.com
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International CRO at ASOS.com
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Example of an integratedsocial media campaign
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What drives growth? Which tactic will give your business the biggest
commercial benefits in 2014? 1. Content marketing 2. Conversion rate optimisation 3. Email marketing 4. Mobile marketing 5. Search marketing (SEO and PPC) 6. Social media marketing
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The Content marketing / engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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ONE
Digital marketingCapabilities
McKinsey 7S Model
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How advanced are your digital marketing capabilities?
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Investment in Brand OVP /Youtility
Audience use of digital and social
media > Personas
Commercial goals >
Customer engagement
> OVP> Marketing Mix
BrandedContent
Marketing Strategy
IntegratedMarketing
CommunicationsStrategy
IntegratedDigital platform
tactics and tools
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
http://bit.ly/smartovp
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Capabilities across RACE - Masterclass
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Strategy success factorMeasurement and Optimization are your foundation
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24http://www.youtube.com/watch?v=VRYbpfrrxbg
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Autoglass mobile optimised site – Mobile Value Proposition (MVP)
www.autoglass.co.uk
http://m.autoglass.co.uk
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TWO
Strategy and Planning
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Do you need a defined digital strategy or plan?
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Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013
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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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THREE
ResourcingDigital Marketing
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Strategy success factorThink global, act local
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http://www.youtube.com/watch?feature=player_embedded&v=Z19vR1GldRI
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Map yourcustomerlifecycle
touchpointsand
Optimise
:Halfords case study
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Location:
Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013
Collected from 250 million email opens
Litmus
% Email Opens across desktop and mobile
Litmus blog
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From T-Shaped to V-Shaped
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FOUR
Managing change and skills
development
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FIVE
Innovation andOptimisation
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Consumer digital platform demand at Debenhams
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00.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Total Hourly Demand by Device
DotcomiPadMobile
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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88% Debenhams customers use mobile to browse vs. 12% purchase
Store Website msite Apps0%
20%
40%
60%
80%
100%
120%
Browse vs. purchase channels
BrowsePurchase
Mobile influencing store sales
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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Barcode scanner driving mobile interactions in store
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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Reviewing satisfaction levels by channel / platform
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
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The digital future?
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Let’s Connect! Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools Sample planning templates Planning infographics
www.smartinsights.com/membership
Pro, Expert member learning 7 Step Guides to all digital marketing
Online courses
DIY Planning and optimisation templates in Word, Excel and Powerpoint
www.smartinsights.com/membership/expert-member-reasons
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