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Creating a Winning Global Digital Strategy

For iLive 2013. Riga.

9th May 2013

Dr Dave Chaffey CEO: SmartInsights.com

Download presentation:SmartInsights.com/ilive2013/

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Books Online advice and consultingwww.smartinsights.com

About Dave Chaffey

http://www.youtube.com/watch?feature=player_embedded&v=c9_DVLRkDLQ

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Strategy success factor 1Digital marketing is marketing

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One value proposition against another…

Source: Marketing Experiments

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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.

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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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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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Choice limits motivation

Research: Kiyengar and Lepper (2000)

Supermarket study24 flavours were offered, 60% of people stopped to sample the jams, compared to 40% when only 6 flavours were offered.

Of the customers who sampled jam…• 24 flavours: only 3%

purchased• 6 flavours 30%

purchased.

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Strategy success factor 2Develop your strategy

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Strategy success factor 3Apply customer insight

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Use on/offline personas

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Strategy success factor 4Measurement and Optimization are your foundation

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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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Source: Google Analytics vs Universal Analytics

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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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Strategy success factor 5Create joined-up omnichannel journeys

Smart Insights: ROPO summary of Google case

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Consumer digital platform demand at Debenhams

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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%

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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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Customer journey analysis

Source Nate Elliot, Analyst at Forrester Research

Reachlayer

Interactionlayer

Transactionlayer

Example:Sneakerpedia

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Strategy success factor 6Integrate search, social and email marketing

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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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A case in point…

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Strategy success factor 7Engagement is the biggest challenge

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Integrated local social campaigns

http://www.youtube.com/watch?feature=player_embedded&v=zLZUMNR_okc

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Example of an integratedsocial media campaign

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Strategy success factor 8Think global, act local

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http://www.youtube.com/watch?feature=player_embedded&v=Z19vR1GldRI

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Let’s Connect! Questions & discussion welcome

SmartInsights.com

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