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Optimising YourDigital Marketing MixDave Chaffey, Insights Director

Presented at Technology for Marketing, London24th February 2010

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About Dave Chaffey

Best practice

Qualifications

Books

Search &Conversion

Advice &Learning

Strategyconsulting

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Agenda

The UK Digital Landscape in 2010 Do we REALLY understand our customers?

How much budget should we invest in digital?What should our online mix look like?What’s hot?

What’s not?Key campaign ingredientsSummary

Download presentation from: www.smartinsights.com/presentations

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1. 2010 UK Digital LandscapeWhere should we be focusing our resources?

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Which planets are you on?

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Recommendation: Audit to market map your sector

Tip: Review how you exploit “the long tail”

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How social are we?

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2. Do we REALLY understand our customers?

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Understanding online search behaviours

‘Tracker’

Completing

‘Hunter’

Researching

‘Explorer’

Browsing

Directed goal-orientedUndirected, exploratory

Select supplier

(enquire)

Destination purchase

(buy)

Definerequirements

Assess supplier

capabilities‘Inspire

me’

‘What’s outthere’

www.davechaffey.com/SEO-Best-Practice/Using-the-AOL-data-leak-for-SEOwww.youtube.com/watch?v=hb0ef6NhY74

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http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html

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Q. Are we taking advantage of the reliable insight tools?

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Analyse keyword type mix & contribution

Source: Google UK

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Using Excel VLOOKUP() to integrate data sourcesLearn from conversion rates, CPA and ROI stats.

Identifying potential from in-depth analysis

Identifying customer demand

Tip: Produce a gap analysis Integrating paid and natural search

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Q. Which terms are really driving success?

Tip: Use a weighted attribution model

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3. How much budget for digital?It depends…

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2010 Proportion of Marketing budget in digital

Source: Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report

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Start with your goals Q. Are we clear on our objectives for each search and visit?

Prominent Unique phone number for

tracking

IncentivisedLead generation

form

Conversion goals+ OVP

Answer customers’ concerns

SEO Relevance headings0

Key brand messages

1 Generate sale or lead (on &

offline)– Visit conversion rate– Lead – E-mail address– Call back

2 Engage audience– Reduce bounce rate– Increase value events– Increase return rate

3 Answer the visitors’ questions:– Entry or subsequent page – New to company– Customer or prospect – Targeted segments

4 Showcase range of products (cross-sell)5 Reinforce key brand messages (99% won’t convert in single session)6 Attract visitors = SEO

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B2B example:The evolution of Salesforce landing pages

tinyurl.com/salesforce-example

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Create a budget model to identify breakeven

What are you optimising on?•CTR•CPA (CPS)•Profitability

See www.davechaffey.com/Spreadsheets

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“Advanced” use of Analytics

Tip: Use Advanced Segments and conversion goals and value in Google Analytics

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Q. Is your Google Analytics installcustomised for your business?

http://www.davechaffey.com/blog/web-analytics/customising-google-analytics-for-your-businessNew Smart Insights Guide: “Getting more value from Google Analytics” published March 2010.

22 Source: Efficient Frontier Insights, http://tinyurl.com/search-display

Q. How do search and display integrate?

30-40% of all conversions arriving from a display impression, or click, are preceded with a paid search click.

10-15% of conversions that had a prior display impression had the last event as a paid search click.

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Q. Are we tracking offline calls?

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4 Our digital channel mix? What should our mix be?

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Start with your website goalsand how to create value for your customers

Research your onlinemarketplace to define themost appropriate marketingmix for your digital strategy

Integrate web analytics, on and offline conversion trackingand optimization so thatcampaign performance can betracked and optimized.

Implement the tactics that fityour goals best. Be flexible. Be agile!

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Q. How do we start create the right digital marketing mix?

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2010 budget allocation to digital channels

Source: Marketing Budgets 2010: Effectiveness, Measurement and Allocation Report

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Q. What’s everyone else doing?

Digital in marketing mix %

Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC, Oct 2009

Digital

spend

Digital mix categories %

Paid Search = Google Adwords

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Q. What’s everyone else doing?

Source: Forrester Blog May 4th 2009: http://blogs.forrester.com/marketing/2009/05/interactive-budgets-are-growing-at-the-expense-of-offline.html

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Digital campaign essentialsWhat should you try to build into every campaign?

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Key campaign ingredient 1?

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Buzz = Engaging + Participative

Example engagement devices:– Search boxes – Questions – Quizzes– Polls– Calculators– Interactive Q&A– Call-backs– Viral games

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Key e-campaign ingredient 2?

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Continuous campaign examples

33Tip. Give your campaign momentum, inertia!

www.tourismirelandtaxichallenge.com

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Key e-campaign ingredient 3?

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Example multi message email campaign

Response increases by 25% for campaign

First CampaignOpen rate, 8 to 10%Conversion rate = 0.2%

Second CampaignOpen rate, 50 to 75%Conversion rate = 0.2%

Source: E-consultancy Masterclass 2005 - BCA

Remailing to opening-non converters

Tip. Repeat E-mailings where possible

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Key campaign ingredient 4?

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Reach prospects and customers through your web or network

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Key campaign ingredient 6

Tip. Review offline “Drive to Web” effectiveness

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Integrating messages cross channel

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

Source: E-consultancy Masterclass 2005 - BCA

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What’s hot?= What’s everyone doing?

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Social media tactics employed

Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia

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Q. Does the Meerkat experience apply to us?

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1. A

ttrac

ting

visito

rs th

roug

h

sear

ch

3. Building

Campaign

Buzz

2. Engagement

& Dialogue

4. D

efen

sive

/ Cris

is

OnlinePR

E-PR activitieso Surveys and pollso Audience research:o Social media inc

user-generated contento Own blogo Influencing media owners

E-PR activitieso Inbound link-buildingo Content creationo Blogso Feeds (RSS)o Press releaseso Influencing media

owners

E-PR activitieso Brand protectiono Monitoring

and response:o Social mediao Influencing media

owners

E-PR activitieso Propagating

‘big idea’o Web editorial

contactso Viral agentso Seeding viralo Press releaseso Influencing media

owners

The 4 key areas of online PRAKA Social media strategy?

Source: Dave Chaffey, presented to AdTech London, 2006

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Vertical search targeting option:Geo-targeting through Google maps

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Not landing pages but conversion pathways! Segmented landing pages

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Source: http://tinyurl.com/two-step-landing-pages and http://tinyurl.com/landing-page-myths

Practical Tip – Scent Trails and Conversion PathwaysConsider options for providing alternative “conversion

pathways” for different audiences

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What’s not hot?But should be!= Back to basics

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A question…

“Are you a publisher

or a media owner?”

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http://www.ruderfinn.com/rfrelate/intent/intent-index.html

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Q. How much do we invest in content…and is it effective?

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B2C and B2B Landing page examplesGoals = Engagement, Direct response, branding

http://www.norgrencatalogue.com/uk/

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Email still works incredibly well!

http://www.davechaffey.com/blog/online-pr/social-media-dont-believe-the-hype

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Email capability mapping

Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

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Example of dynamic content insertion

Tip. Change order of offers or features according to segment to increase relevance

Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

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Q. How advanced is our email marketing?Assessing your email marketing capability

http://www.davechaffey.com/blog/email-marketing/how-advanced-is-your-email-marketing

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Q. How are using event-triggered emailsto support the customer lifecycle?

Source: Econsultancy Email Marketing Census 2009

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Branded welcome, registration triggered e-mails

“Learn more through time”“Watch, don’t ask”

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Integrating your email newsletter with social media: a virtuous circle

1. Blog

3. Company Twitter

5. EmailNewsletter

2. RSS Feed

4. FacebookFan page

Track with bit.lyTrack with bit.ly

Track with Google Analytics

Track with Feedburner & Google Analytics

Track with GA or ESP system

Manual updateor automatic

withTwitterfeed

Automatic feedwith FeedburnerCherrypick

most populartopics

Automatic withTwitter app

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Email behavioural targeting : “Recognition of activity”

+14d

Recognition of ….Browse or search

Previous Purchase, +7, +14, +21 days

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Summary – digital marketing in 140 characters

Digital marketing =

Goals+Strategy+Website

+SEO+PPC

+Email+Blogs

+Twitter+Facebook

+Video+E-PR

+Slidecasts+Conversions

+Analytics=Success

Thanks! @andylloydgordon

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ModellingEffectiveness‘Doing the Right Thing’Research and Analysis

OptimisationEfficiency‘Doing the Thing Right’Continuous improvement

AutomationEfficiency‘Doing the Thing Right’Automated tools

A final question…Q. How agile are you?

“It is not the strongest of the species that survives, nor the most intelligent that survives.

It is the one that is the most adaptable to change.”

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Pay Per Click Marketing: Best Practice Book

At the end of March ClickThrough will be publishing our second Marketers Checklist book.

This will explore current best practice in PPC, and address the most recent changes to the AdWords interface.

If you are interested in receiving a copy of this book then please speak to me afterwards.

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Any Questions?

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Let’s Connect! Questions & discussion welcome

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