1@DaveChaffey

Managing Digital Marketing 2015 Reviewing the State of Digital TransformationDr Dave Chaffey. SmartInsights.com

Presented at Technology for Marketing & Advertising, London.Download: http://bit.ly/smartdigital2015

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AboutDave

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 marketingCapabilities

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 winners Prevent Lapsing programme Lapsed 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 Deals Sent 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 ModuleCustomised 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

9@DaveChaffey 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

ResourcingDigital Marketing

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FOUR

Managing change and skills

development

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FIVE

Investing in Digital Marketing

22@DaveChaffey % rated medium-high or high?

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24@DaveChaffey Source: Custora Pulse

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Retargeting + SNS innovationOur 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 andOptimisation

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 infographics

www.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