Download - Growing business through digital marketing
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Driving BusinessGrowth UsingDigital Marketing
On the Edge Digital
Manchester 23rd May 2013
Dr Dave Chaffey CEO: SmartInsights.com
Download presentation:SmartInsights.com/ote2013/
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Latest 2013 inbound marketing research
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Growth example: Hubspot.com
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Growth example: ASOS.com
Cities sending traffic in February 2013
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Learningfromthe
GrowthHackers
Source: Learning from Growth Hackers post
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Growth hacking tools?
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A Growth hacking example… Test 1
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Test 2
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Books Online advice and consultingwww.smartinsights.com
About Dave Chaffey
Code: SMARTEDGE (25% discount for 1 week only)
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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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Autoglass mobile optimised site – Mobile Value Proposition (MVP)
www.autoglass.co.uk
http://m.autoglass.co.uk
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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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Landing Page Lifetime: Continually Evolving Success
Conversion rate has increased over ten times since 2008. We continually test and try new ideas and messages. Angel Springs now sets the standards others follow.
2008 2009 2011 2013
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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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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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Defining consuming search behaviours / targeting with qualifiers
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Strategy success factor 7Engagement is the biggest challenge
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The problem with blogging…
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More what we’re looking for!
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Example of an integratedsocial media campaign
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Strategy success factor 8Use the latest best practice
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2013 Best Practice SEO
Outreach, e.g. guest blogging
Engagement – still “Long Clicks”
Personalisation – Google+ / SPYW?
Rel=“Author” Google+ Local HREFLANG for
international,etc
AdWords Enhanced campaigns
inc mobile Social extensions Google Shopping Re-marketing /
Re-targeting
Download presentation:SmartInsights.com/ote2013/
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Let’s Connect! Questions & discussion welcome
SmartInsights.com
Blogwww.smartinsights.com/blog
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