TFM&A - Keynote - Managing Digital 2015 - Smart Insights

1@DaveChaffey

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

2@DaveChaffey

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, planning

guides and online

courses to improve

results.

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ONE

Digital marketing

Capabilities

McKinsey 7S Model

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How advanced are your digital

marketing capabilities?

To download a larger version of the capability matrix:

http://bit.ly/smarttransformation

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Email 'Type' Customer Lifecycle Segmentation

Prospects Nursery Development Lapsing Lapsed

Lifecycle P2C programme Nursery programme Spot the winnersPrevent Lapsing

programmeLapsed programme

Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)

Newsletter Sent wk. 1 each month to all contacts with 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 Lifecycle)

• Nursery

• Development

• Acquisition

BEH ModuleCustomised content: (Behavioural data)

• Abandoned Baskets

• Browsed Not Bought

• Propensity to Buy (A recommendations model)

• Top Sellers

Local Module

Product modules can vary in number 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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Meeker’s Mobile tipping point passed

Source: comScore Multiplatform Majority

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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 and

Planning

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Do you need a defined digital

strategy or plan?

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THREE

Resourcing

Digital Marketing

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FOUR

Managing change

and skills

development

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FIVE

Investing in

Digital Marketing

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24@DaveChaffey Source: Custora Pulse

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Retargeting + SNS innovation

Our buyers live online and consult their networks to

research potential purchases. According to Forrester

Research, up to 90% of a buyer’s 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

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New Facebook retail retargeting

Source: Smart Insights alert

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New - AdWords Estimated Total Conversion

Ads supporting ROPO

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SIX

Innovation and

Optimisation

30@DaveChaffeyMarketing Technology in 2015 – Scott Brinker Technology Landscape

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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

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Recommended Tools directory

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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.

Download: http://bit.ly/smartdigital2015