Digitalmarketing Dave Chaffeycimv7 1226351521027411 9
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Digital Marketing Improving your results through digital channels Dave Chaffey
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Transcript of Digitalmarketing Dave Chaffeycimv7 1226351521027411 9
Digital Marketing
Improving your results through digital channels
Dave Chaffey
2
Rising investment in digital media (search, display ads)
£ m
illio
ns
Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC
0
200
400
600
800
1000
1200
Q398
Q498
Q199
Q299
Q399
Q499
Q100
Q200
Q300
Q400
Q101
Q201
Q301
Q401
Q102
Q202
Q302
Q402
Q103
Q203
Q303
Q403
Q104
Q204
Q304
Q404
Q105
Q205
Q305
Q405
Q106
Q206
Q306
Q406
Q107
Q207
Q307
Q407
Q108
Q208
‘98 ‘08
Radio
Outdoor
Press classified
Direct Mail
Internet
Press-display
Television
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How important are digital channels for you?
• % of communications spend on digital?• You: (a) 0-20% (b) 20-40% (c) >40% • Research: 23%
• % of marketing headcount who are digital specialists• You: (a) 0-20% (b) 20-40% (c) >40%• Research: 1 in 3• Ratio:
• 2 Acquisition: • 3 Conversion: • 2 Retention:• 10 IT
Research: Econsultancy (2008)Managing Digital Channel Best Practice Report, Author: Dave Chaffey
Participant sample:• Asda • Betfair• EDF Energy• Euroffice• IPC Media• Game• HSBC• Honda• John Lewis• Premier Farnell• Shell• Sony Ericsson• Three• Thomas Cook• Virgin Atlantic• WorldVision
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Resources needed for large digital team!
Source: Econsultancy (2008)
Managing Digital Channel Best PracticeReport, Author: Dave Chaffey
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Agenda – Cost-effective digital marketing10 Practical Tips
Digital Marketing Tips Watch out for…
1. Customer acquisition SEO, Viral linkbait, PPC
2. Customer conversion Usability, Trust + OVP
3. Customer retention & growth Email marketing, Right-touching
1. Customer acquisition
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Tip 1. Use the Google Keyword tool to performdemand-gap analysis
https://adwords.google.com/select/KeywordToolExternal
Google Insights for Search example: http://bit.ly/4Fufq4
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Tip 2. Which SEO ranking factors should I focus on?
• On page optimisation:• <title> tag = 4.9/5• Keyword frequency and density = 3.7/5• Keyword in headings = <h1> = 3.1, <h2> = 2.8• Keyword in document name = 2.8• Meta name description = 2/5• Meta name keywords = 1/5
• Off-page optimisation• Link anchor text contains keyword = 4.4/5
• More backlinks (higher PageRank)= 4/5
• Page assessed as a hub = 3.5/5
• Page assessed as an authority = 3.5/5
• Link velocity (rate at which changes) = 3.5/5
See http://www.seomoz.org/article/search-ranking-factors
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Tip 3. Control your brand messaging in the search results pages
Paid listings - Pay Per Click (PPC)
Natural or organic listings -Search engine optimisation (SEO)
<title> </title> tags<meta name=“description = > tags
or Snippets from pageor www.dmoz.org
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Tip 4. Create viral marketing “linkbait”
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• Monitor by:• Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/
• Not Google link: - it’s not comprehensive
• Googlealert service: www.googlealert.com• Most recent updates on phrase, i.e. Brand name + product or service
• Find partners using Google related: syntax
Tip 5. Monitoring online influencers and partners:- Your own- Competitors
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Tip 6. Monitor and improve drivers of Quality Score for paid search
Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups
Definitions:
CTR
= Clickthrough rate
Ad text relevance =
Match of headline and description to search term
Keyword relevance =
Match of triggering keyword to search term
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Good campaign structure leads to relevant ads leading to good quality score
2. Conversion =
Usability + Trust + Proposition
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Beware “Banner Blindness”
Source: http://www.useit.com/alertbox/banner-blindness.html
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Run-of-SiteSignup
KeyOutcomes
+OVP
Unique web phone number for tracking
Customer-centric copyQuestions answered
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TRUSTMATTERS
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Persuasion through substantiation
1. Presumed General assumptions in the mind of the perceiver
2. Surface Simple inspection or initial first-hand experience
3. Reputed Third party endorsements, reports or referrals
4. Earned First hand experience that extends over time
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Should you risk reviews and ratings?Tip 7. Add customer authenticity
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Tip 8. Defining your OVPThe Internet is “just another channel to market”
• Core brand proposition = Marketing Mix:• Who are you?• What do you do?• Where you do it?• What makes you different?
• OVP - Online Value Proposition • Reinforces core brand proposition and credibility, but
messaging shows:• Value that a site visitor get from your online brand or
campaign that…• They can’t get from you offline?• They can’t get from competitors?
• Communicate message forcefully: online and offline
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ActionScentTrail
ValueScentTrail
Persona
ScentTrail
CredibilityScentTrail
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So… is your site successful?AB Testing & “Voice of the Customer Surveys”
Tip 9. Answer the 4 key customer questions
Is the content what you want?
Can you interactas you want?
Will you makerepeat visits?
Are yourneeds anticipated
Can you locatewhat you are looking for?
Source: http://blog.iperceptions.com
Top 3 problems:• Insufficient detail (20%)• Can’t find product (19%)• Site search fails (11%)
4. Retention Email marketing
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Email marketing works well, but what about the“emotionally unsubscribed”?
Source: www.dma.org.uk
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Engagement = The Biggest Challenge of Digital Marketing
Right Person+
Effective communications = Right Message+
Right Time
“Right Touching” is:A Multi-channel Communications Strategy
Customised for IndividualsWhich…
Delivers the Right Value PropositionAccompanied by the Right Message
With the Right ToneAt the Right Time
With the Right Frequency and Interval Using the Right Media / Communications channels
To achieve…Right balance of value between both parties
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Q. Which targeting factors give best response?
Unknown
Demographic profile data
Lifestyle &psychographics
Attitude &preferences
Behaviour & lifecycle
Pro
pen
sity
: ta
rget
ing
varia
ble
mos
t pre
dict
ive
of r
espo
nse
Customer profiling insights
“SenseAnd
Respond” Communications
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Automated Email Campaigns that Build…
Welcome Email
Time-limited offer
Offer Extension
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Combined response from e-mail and
direct mail is 125% better than no e-
mail.
Pre-mail, with online response
Response increases, 100% for
direct mail piece.
Teaser e-mail. No online response Direct Mail
Direct Mail
Tip 10. Integrate Email + Direct mail (or phone contacts)
Source: E-consultancy Masterclass 2005 - BCA
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Test! Test! Test! “Data Trumps Intuition”
Test version A
Send Volume: 10,000
Sample criteria: Random
Click through rate: 6.1%
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:
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Thank you
• Download this presentation from:www.davechaffey.com/presentations
• Any questions, do email me:[email protected]
• Subscribe to my E-marketing Essentials monthly briefing on what’s new in E-marketing www.davechaffey.com
