Creating a Winning Digital Stategy
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This document discusses creating a winning global digital strategy and provides 8 key success factors. The success factors include developing an omnichannel customer experience, applying customer insights, prioritizing measurement and optimization, integrating search and social marketing, focusing on engagement, thinking globally but acting locally, and connecting online and offline campaigns. Specific examples are provided from companies like Betfair, Autoglass, and Debenhams to illustrate how they implement these strategic factors in their digital marketing.
Creating a Winning Digital Stategy
- 1. 1 Creating a Winning Global Digital Strategy For iLive 2013. Riga. 9th May 2013 Dr Dave Chaffey CEO: SmartInsights.com Download presentation: SmartInsights.com/ilive2013/
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- 7. 7 Books Online advice and consulting www.smartinsights.com About Dave Chaffey http://www.youtube.com/watch?feature=player_embedded&v=c9_DVLRkDLQ
- 8. 8 Strategy success factor 1 Digital marketing is marketing
- 9. 9 One value proposition against another… Source: Marketing Experiments
- 10. 10 Betfair’s Mobile Value Proposition (MVP) https://touch.betfair.com Betfair’s mobile app generated £1 billion of bets in the last financial year. 168,000 used it’s app, a 122 percent increase. For 2012 c £2 billion, 15% of revenue 275,000 app users. Half of all UK customers have placed bet.
- 11. 11 Autoglass mobile optimised site – Mobile Value Proposition (MVP) www.autoglass.co.uk http://m.autoglass.co.uk
- 13. 13 This month (Feb 2012) so far, I have sold 18 Merc C- Class (to chose a significant car). That is a £30k car. Payments will typically be more than £12,000 of payment commitment over 3-years. Try converting and getting an order for £12,000 from a website! Therefore I have to try harder than most websites... Yes, many people will take one look, or make one visit and leave, never to come back. Many people complain about retina burn etc. But, so what? I *HAVE* to polarise visitors, and get them to choose to stay or go. It's no good being average, no one would commit to £12k of payments over 3 years if I was average. So the argument that I get drop-off is very valid. Source: Ling’s cars and the art of persuading visitors to buy
- 14. 14 Choice limits motivation Research: Kiyengar and Lepper (2000)
- 15. 15 Strategy success factor 2 Develop your strategy
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- 18. 18 Strategy success factor 3 Apply customer insight
- 21. 21 Strategy success factor 4 Measurement and Optimization are your foundation
- 22. 22 Will you get the balance right? Investment in CRO? Mobile and social are sexy, and important for the future. But today 98% of your revenue comes from Email, Affiliate, Display, Search. At least 50% of your attention / love / obsession should be to continuously get good at 98% of your revenue. You'll likely survive longer. : )
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- 24. 24 Source: Google Analytics vs Universal Analytics
- 25. 25 Use Google Analytics MCF to understand true value 2 5 Measuring assists in Google Analytics Google’s new social reports
- 26. 26 Strategy success factor 5 Create joined-up omnichannel journeys Smart Insights: ROPO summary of Google case
- 27. 27 Consumer digital platform demand at Debenhams 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% Total Hourly Demand by Device Dotcom iPad Mobile Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
- 28. 28 88% Debenhams customers use mobile to browse vs. 12% purchase 0% 20% 40% 60% 80% 100% 120% Store Website msite Apps Browse vs. purchase channels Browse Purchase Mobile influencing store sales Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
- 29. 29 Barcode scanner driving mobile interactions in store Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
- 30. 30 Reviewing satisfaction levels by channel / platform Source: With thanks to Sarah Bailie, Mobile commerce manager at Debenhams
- 31. 31 Customer journey analysis Source Nate Elliot, Analyst at Forrester Research Reach layer Interaction layer Transaction layer Example: Sneakerpedia
- 32. 32 Strategy success factor 6 Integrate search, social and email marketing
- 33. 33 Group common search behaviours NOT keyword LISTS: Need: treatment/surgery Concerns: risks/costs <Need> + <Qualifiers> Google Agency Toolkit
- 34. 34 A case in point…
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- 37. 37 Strategy success factor 7 Engagement is the biggest challenge
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- 40. 40 Example of an integrated social media campaign
- 41. 41 Strategy success factor 8 Think global, act local
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- 44. 44 Let’s Connect! Questions & discussion welcome SmartInsights.com Blog www.smartinsights.com/blog Feeds www.feedburner.com/smartinsi ghts Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey
Editor's Notes
- #2: A toolkit
- #11: Ben Carter
- #34: Identify qualifiers+ risks+ costs+ treatment
- #39: Created by Ogilvy Agentina, this campaign combined what many guys like most; football, beer and a night on the town with their mates, into an oversized game of pool, played with mini soccer balls.The experiential campaign was launched at an event for 600 people, who played in teams of two, on a pool table over 7 metres long, complete with a built in fridge full of Budweiser, of course! The entire event was broadcast live on Fox Sports and ESPN to huge success, and the inside word is that pubs across Buenos Aires in Argentina, were reputedly scrambling to replicate “Poolball” due to an overwhelming demand from the people!