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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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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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The digital future?

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Let’s Connect! Questions & discussion welcome

SmartInsights.com:: Plan | Manage | Optimize

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