1

Digital
Marketing
2014

Where should
you focus?

7
th
April 2014



Dr Dave Chaffey
SmartInsights.com




Download:
http://bit.ly/smarttrends
2
3
4
About Dave Chaffey
About Dave Chaffey

Author of 5 bestselling
marketing books

Responsible for CXM at
SmartInsights.com -- a
marketing advice site
with Expert members in
over 50 countries using
our planning guides,
templates and online
courses to improve
results.

Insights Director @
search conversion
agency ClickThrough
Marketing
5
6
Which tactic will give your
business the biggest
commercial benefits in 2014?
1. Content marketing
2. Conversion rate optimisation
3. Mobile marketing
4. Search marketing (SEO and PPC)
5. Social media marketing
7
8
9
http://bit.ly/smartgraphics
22 Trends and recommendations structured around RACE Planning
10
11
Do you need a defined digital
strategy or plan?
12
Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013
13
14
15
Show your commitment to digital
Digital by Default

Digital DNA

Digital First

Digital by Design
16
Dell Analytics case study
A vision for improvement
processes
17
Trend 1: Defining Future vision of Modern or Integrated Marketing
PLAN
18
1. Digital marketing is Marketing
2. You need a strategy
3. Measurement and optimisation
to improve commercial results
are the foundation
4. Joined-up customer-centred
marketing is essential
5. Keep communications human
6. Be agile
7. Inbound marketing trumps
outbound marketing
8. Engagement is the real challenge
9. Think Global, Act Local
10. Markets are conversations
1. Strategy
2. Commercial
3. Customer Experience
4. Integration
5. Brand
6. Data
7. Personalisation
8. Technology
9. Content
10. Social
11. Character

2011
2013
PLAN
19
Example of Ishikawa or Fishbone diagram
Growth Hacking post
PLAN
Trend 2: Managing performance drivers through growth hacking
20
21
Trend 3: CXM: Investment in Marketing
Personas and touchpoint mapping
Source:
Richard Sedley
http://bit.ly/smartpersonas
PLAN
22
What is Customer Experience
Management?
Source: As defined by Forrester in 2011
23
Technique: Personas &
Customer journey mapping
Source: Boston Consulting Group
24
Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda
Squires from Seren

Customer persona toolkit: http://bit.ly/smartpersonas
25
Do you have a person
or team RESPONSIBLE
FOR CXM?
Vote!
26
http://www.youtube.com/watch?v=VRYbpfrrxbg
27
Trend 4: Investment in Brand OVP/YouTility
Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital 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
PLAN
28
29
Improving Reach
Key Trends
Increased micro-targeting options
Mobile targeting
Engagement through Visual Apps
Quality SEO signals

30
Whats most effective for
Acquisition?
Source: Smart Insights DMA Research
31
Selecting the best communications mix
REACH
32
Q. Which media work best for you?
REACH
33
REACH
Trend 5: Increased in paid, owned, earned media targeting
Effectiveness (potential sales volume)
I
n
v
e
s
t
m
e
n
t

(
r
e
s
o
u
r
c
e

n
e
e
d
e
d
)

SEO
Long Tail
AdWords
Remarketing
Facebook
custom audiences
AdWords
Generic
Social
amplification
Media related
PR
Influencer
PR
Integrated
content
campaigns
Blog
marketing
Sponsored
Tweets
Instagram
FBX
Retargeting
Facebook
Promoted Posts
LinkedIn
Promoted Posts
Tip: Review Display Network and
Remarketing options
AdWords
Tail
AdWords
PLA
AdWords
Mobile
(Enhanced campaigns)
SEO
Generic
34
Trend 6: Use of attribution to assess media effectiveness
Recommendation:

Use Googles
Multichannel
Funnels and
Attribution Models to
report effective
touchpoints
REACH
35
Trend 7. Mobile user online ad investment
36
Trend 8. Engagement through visual apps + content
Source: http://bit.ly/smartstatistics
37
Jeff Bezos on
Shiny Objects
"There are always shiny
things.

A company shouldnt get
addicted to being shiny,
because shiny doesnt
last.
You really want something
thats much deeper-
keeled. You want your
customers to value your
service.
Wired Interview
38
SEO Trends?
1. Content requires depth
and detail Epic/Nuclear
2. Different types of content
give traction
3. Author authority and social
signals matters
4. Links remain critical, but
bar for quality keeps going
up.
5. Diverse anchor text
needed after Penguin
6. Great design matters
7. Guest posting comes
under increased scrutiny
8. Social continues to exert
a powerful influence
9. Mobile performance and
compatibility matter
10. SEO is less tactics,
more strategy
Source: Search Engine Journal, MoZ ranking factors
Trend 9. SEO Signals = Content, author and outreach quality
39
Increasing InterACTion
Key trends
Interactive content marketing
Investment in outreach
Immersive-responsive landing pages

40
Growth example: ASOS.com
41
42
Using content to drive growth B2C
43
The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
44
Trend 10. Evaluation of content and
social media marketing investments
Criteria?
Rev/visit
Demand+
lead gen
Amplify
Brand fit
SEO
Longevity
45
Matrix
Presentation title Author's name 17 July, 2014 Confidential
http://bit.ly/smartercontent
46
http://bit.ly/smarthealthcheck Trend 11. Interactive content marketing
47
Trend 12. Investment in Outreach and Partnership
http://bit.ly/smartoutreach
http://traackr.com/faces-of-influence/
48
Trend 13. More immersive landing pages
ACT
49
https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
50
51
Increasing Conversion
Key trends
Evolutionary site design / growth hacking
Mobile CRO
Improvements to Universal Analytics
52
Trend 14: Evolutionary site design
Source: Chris Goward - WiderFunnel
53
International CRO at ASOS.com
54
Bps = basis points 1/100
th
of a %
55
Trend 15: Mobile CRO
Recommendation: Review leads, sales from different device, resolution Advanced Segments
56
The challenge of Mobile CRO
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchase
channels
Browse
Purchase
88% Debenhams customers use mobile to browse vs. 12% purchase
57
Vision on Left
In place 2014:
Universal Analytics giving:
Data import Measurement Protocol
Cross-device tracking
Advanced Segments
Updates e.g. cohorts
Improvements to custom
report dashboards
Attribution modeling now
mainstream
Trend 16: Deeper use of analytics
58
Source: Occams Razor Avinash Kaushik
59
Improving Engagement
Key trends
Customer satisfaction and feedback
Social media marketing
Engaging Email marketing
Wearable computing and lifelogging

60
Trend 17: Customer feedback tools mainstream
http://bit.ly/smartfeedback
61
Trend 18: Integration through Social CRM
62
Trend 17: Mobile email popularity
63





















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
64
Trend 20: Behavioural email gets serious!
65
Review
Customer
Lifecycle
Touchpoints

:Halfords case study
66
Trend 21: Email testing increases in sophistication
Source: Philips presenting on PlantoEngage.com
67
Using event-triggered emails
Marketing Automation / Re-marketing example
1. Generic branded follow-up
email :
+10% conversion rate.
2. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 72 hours:
+100% conversion rate.
3. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 48 hours:
+200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail
68
Trend 21: Leaders blend responsive design + content + relevance
Source: Econsultancy
69
Trend 22: Wearable tech and lifelogging
70
71
Lets Connect!
Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize



Free, Basic member tools
Managing Digital Marketing 2014 report
Sample planning templates
Planning infographics
www.smartinsights.com/membership

Premium, 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




uk.linkedin.com/in/davechaffey


www.facebook.com/davechaffey


www.twitter.com/DaveChaffey


https://plus.google.com/+DaveChaffeyUK/