Digital Marketing - CIM Annual Conference Presentation

Digital Marketing

Improving your results through digital channels

Dave Chaffey

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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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Amazon exploits top-left, top-right

Source: Etre (www.etre.com)

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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:dave.chaffey@marketing-insights.co.uk

• Subscribe to my E-marketing Essentials monthly briefing on what’s new in E-marketing www.davechaffey.com