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Managing Digital Marketing 2015
Reviewing the State of Digital Transformation
Dr Dave Chaffey. SmartInsights.com
Presented at Technology for Marketing & Advertising, London.Download: http://bit.ly/smartdigital2015
http://bit.ly/smartdigital2015http://bit.ly/smartdigital20157/24/2019 10.00 Smart Insights Dave Chaffey
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About
Dave
About Dave Chaffey
o Consultant and trainer in
Digital since 1997
o Author of 5 bestselling
digital marketing books
o CEO and Editor of
SmartInsights.com- a
marketing advice site
with Expert (Pro)
members in over 50
countries using our
templates, planningguides and online
courses to improve
results.
http://www.smartinsights.com/http://www.smartinsights.com/7/24/2019 10.00 Smart Insights Dave Chaffey
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ONE
Digital marketing
Capabilities
McKinsey 7S Model
http://www.smartinsights.com/marketing-planning/marketing-models/mckinsey-7s-model/http://www.smartinsights.com/marketing-planning/marketing-models/mckinsey-7s-model/7/24/2019 10.00 Smart Insights Dave Chaffey
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How advanced are your digital
marketing capabilities?
nload a larger version of the capability matrix:
http://bit.ly/smarttransformation
http://bit.ly/smarttransformationhttp://bit.ly/smarttransformation7/24/2019 10.00 Smart Insights Dave Chaffey
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Email 'Type' Customer Lifecycle SegmentationProspects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winnersPrevent Lapsing
programmeLapsed programme
Behavioural Triggered by customer behaviour: AB BA, BnB, Accessories etc (max.1 email per w eek for each prog ramme)
Newsletter Sent wk. 1 each month to all contacts wit h personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and
DealsSent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
STEP 1b - Create a Monthly
Planning Framework
Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference
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The RS NewsletterHero banner
Customised content: (Customer Profile)
EDE (Electronic Design Engineers)
Non-EDE (Electronic Design Engineers)
Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lif ecycle)
Nursery
Development
Acquis it ion
BEH ModuleCustomised co ntent: (Behavioural data)
Abandoned Baskets
Browsed Not Bought
Propensity to Buy (A recommendations model)
Top Sellers
Local Module
Product modules can vary in nu mber and format.Maximum of 8 modules per email.
Product Modules
Optional modules for any local activity/information.
Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference
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Meekers Mobile tipping point passed
Source: comScore Multiplatform Majority
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumer7/24/2019 10.00 Smart Insights Dave Chaffey
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9@DaveChaffey Source: comScore Multiplatform Majority
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumerhttp://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/Multi-Platform-Majority-Insights-into-Todays-New-Digital-Consumer7/24/2019 10.00 Smart Insights Dave Chaffey
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Is mobile responsive sufficient?
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Or is adaptive needed?
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AO.com adaptive
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TWO
Strategy andPlanning
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Do you need a defined digital
strategy or plan?
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THREE
ResourcingDigital Marketing
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FOUR
Managing changeand skills
development
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FIVE
Investing inDigital Marketing
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24@DaveChaffey Source: Custora Pulse
http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/retail-acquisition-channel/http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/retail-acquisition-channel/http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/retail-acquisition-channel/http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/retail-acquisition-channel/7/24/2019 10.00 Smart Insights Dave Chaffey
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Retargeting + SNS innovation
Our buyers live online and consult their networks to
research potential purchases. According to ForresterResearch, up to 90% of a buyers path to purchase is
completed before a salesperson comes into the
picture. But
1. 95% of website visitors never provide an email
address to marketers.
2. Of the 5% who do, only about 20% open the
prospecting emails they get afterwards.
3. Bottom line: most marketers are converting less
than 1% of all possible leads.
Source: LinkedIn
http://marketing.linkedin.com/blog/linkedin-launches-lead-accelerator-expands-marketing-solutions-portfolio/http://marketing.linkedin.com/blog/linkedin-launches-lead-accelerator-expands-marketing-solutions-portfolio/7/24/2019 10.00 Smart Insights Dave Chaffey
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New Facebook retail retargeting
Source: Smart Insights alert
http://www.smartinsights.com/social-media-marketing/facebook-marketing/new-facebook-advertising-option-retailers-brands-smartinsights-alert/http://www.smartinsights.com/social-media-marketing/facebook-marketing/new-facebook-advertising-option-retailers-brands-smartinsights-alert/7/24/2019 10.00 Smart Insights Dave Chaffey
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New - AdWords Estimated Total Conversion
Ads supporting ROPO
http://adwords.blogspot.co.uk/2014/12/measure-more-improving-estimated-total.htmlhttp://adwords.blogspot.co.uk/2014/12/measure-more-improving-estimated-total.html7/24/2019 10.00 Smart Insights Dave Chaffey
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SIX
Innovation andOptimisation
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Marketing Technology in 2015 Scott Brinker Technology Landscape
http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-technology-2014/http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-technology-2014/7/24/2019 10.00 Smart Insights Dave Chaffey
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Mindset: Optimize or Die!
Presented by Deputy CEO, Gareth Jones at Ecommerce Expo
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Google pushing Now in 2015
R d d T l di t
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Recommended Tools directory
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Lets Connect!
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Let s Connect!Questions & discussion welcome
on Stand H10 or SmartInsights.com
Free, Basic member tools
Managing Digital Marketing 2014 report
Managing Customer Experiences 2014 report
Sample planning templates
Planning infographicswww.smartinsights.com/membership
Premium, Expert member learning
7 Step Guides to all digital marketing
DIY Planning and optimisation templates in
Word, Excel and Powerpoint
www.smartinsights.com/membership/expert-
member-reasons
Personal Discount ! DAVESAVE20
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/
Presented at Technology for Marketing & Advertising London
http://www.smartinsights.com/mmubs2012http://www.smartinsights.com/membershiphttp://www.smartinsights.com/membership/expert-member-reasonshttp://www.smartinsights.com/membership/expert-member-reasonshttp://www.linkedin.com/in/davechaffeyhttp://www.facebook.com/davechaffeyhttp://www.twitter.com/DaveChaffeyhttps://plus.google.com/+DaveChaffeyUK/http://bit.ly/smartdigital2015https://plus.google.com/+DaveChaffeyUK/https://plus.google.com/+DaveChaffeyUK/http://www.twitter.com/DaveChaffeyhttp://www.facebook.com/davechaffeyhttp://www.facebook.com/davechaffeyhttp://www.linkedin.com/in/davechaffeyhttp://www.smartinsights.com/membership/expert-member-reasonshttp://www.smartinsights.com/membership/expert-member-reasonshttp://www.smartinsights.com/membershiphttp://www.smartinsights.com/mmubs2012