Digital marketing best practice - Smart Insights

A review of best practice across digital marketing for Manchester Metropolitan University Faculty of Business and Law.

1. Best Practices in Digital Marketing: Are they always best? 6 th September 2012, Manchester Metropolitan University Faculty of Business and Law Dr Dave Chaffey SmartInsights.com/mmubs2012

2. Books Online advice and consulting www.smartinsights.com Qualifications and training www.theidm.com Insights Director www.clickthrough-marketing.com About Dave Chaffey

3. Ling’s Cars Ling’s Cars

4. 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

5. What is “best practice” for digital marketing? A process? A technique? A mindset? Need? A framework Capability review The right people

6. https://www.mckinseyquarterly.com/Strategy/Strategic_Thinking/Enduring_ideas_The_7- S_Framework_2123

7. The Journey: Capability review gives context Source: E-consultancy (2005) report ‘ Managing an E-commerce team ’ Author: Dave Chaffey

8. Source

9. Source: Smart Insights – Burberry / Rossignol case

10. Where does “best practice” originate? Opinion Beware the gurus! Experience Relevant case studies Testing Using analytics Research What sample size/frame, sector?

11. 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. : )

12. Performance management Figure 9.4  The five diagnostic categories for e-marketing measurement from the framework presented by Chaffey (2000)

13. Measure Reach Audience Encourage Action incl lead generation Convert To sale Engage customers to retain and grow Tracking metrics Unique visitors New visitors Visits Conversation volume Online opportunity (lead) volume Offline opportunity (lead) volume generated from online Online sales volume Offline sales volume generated from online Email list quality Email engagement quality Transactions Performance drivers (diagnostics) Share of audience Share of search Brand/direct visits Page engagement rate (Bounce rate, duration) Lead conversion rate by engagement tool Conversion rate to sale Channel conversion rates Category conversion rates Active customers % (site and email active) Active social followers Repeat conversion rate Customer-centric KPIs Cost per click and cost per sale Brand awareness Conversation polarity (sentiment) Cost per lead Customer satisfaction Average order value Cost per sale Customer satisfaction Lifetime value Customer loyalty index Customer advocacy Products per customer Business value KPIs Audience share (owned media) or Share of voice (earned media) Goal value per visit Online lead contribution (n,£, % of total) Revenue per visit Online-originated contribution to sales, revenue and product Retained sales growth and volume Revenue per channel and category

14. PLAN : Insight Journey analysis OVP

15. Harnessing insight http://bit.ly/smartbenchmarking

16. Group common search behaviours NOT keyword LISTS: Need : treatment/surgery Concerns : risks/costs <Need> + <Qualifiers> Google Agency Toolkit

17. From insight to targeting: an example from eBay

18. Not easy…. Need: 1. Contact rules (email) 2. Personalisation rules (site) 3. Conversation calendars (social)

19. Customer journey analysis TO THIS FROM THIS Source: Nate Elliot, Analyst at Forrester Research

20. Making the 3 layers work together Source Nate Elliot, Analyst at Forrester Research Reach layer Interaction layer Transaction layer Example : Sneakerpedia

21. SEO MSN banner PPC Tradedoubler Email 14/01 15/01 23/01 24/01 3/02 4/02 SEO 5/02 Direct 1 st Click Last Click Best Click The first click or view within the campaign defined click window The last click or view The last click or view which has the highest campaign priority within the defined click or view window Any Click Without deduplication, each ‘tracked’ campaign will report a whole sale and claim full commission Hiscox example Attributing complex behaviour

22. http://www.youtube.com/watch?v= gSoCsoqJ41c http://www.youtube.com/watch?v= Gavgc43x4XU

23. Use Google Analytics MCF to understand true value 28 Measuring assists in Google Analytics Google’s new social reports

24. Understanding multichannel journeys Smart Insights: ROPO summary of Google case

25. Consistent OVP through customer journeys

26. REACH Mix SEO Viral

27. A balanced traffic mix? Source: Google 2010

28. c2008 version

29. Is ethical SEO “best practice”? Dark Inky Black Hat SEO : So evil he’s a typosquatter installing spyware. Plain illegal, too. Charcoal Hat SEO : Optimizes really unrelated pages for all kinds of queries, but within the bounds of legality. Dark Gray Hat SEO : This SEO is e.g. a splogger stealing content from other sites. (What, that’s better than charcoal?) Slate Gray Hat SEO : An SEO creating link farms and such. Gray Hat SEO : An SEO who actually reads the search engine’s webmaster guidelines, but then tries as much “evil” as she can get away with. Light Gray Hat SEO : This SEO creates original content (lots of it), but the content is still only aimed at search engines. Off-White Hat SEO : This guy not only ensures the site is indexable – he’ll also make sure to get lots of backlinks from friends. White Hat SEO : This person puts up the content that people are actually searching for, and prepares the site to make it very accessible. White Hat SEOs only optimize those of their pages they deem worthy to be ranking top in search engines. Luminescent Pearly White Hat SEO : Not only does this SEO do everything the White Hat SEO does, the LPW Hat SEO also makes sure pages will not show up for irrelevant queries.

30. A case in point…

31. Google+ matters (to SEO)

32. Case study H&M + Google+

33. Source: Digital Buzz Blog Dollar Shave

34. ACT Content marketing UX

35. Smart Insights Explainer example TEFL Taster example

36. Bad design isn’t hard to find…

37. Source: Jakob Nielsen useit.com

38. Persistent UX myth 1: 3 click rule Source: UIE

39. Persistent UX myth 2: Make the home page scrollable Source: CX Partners

40. Source: CX Partners

41. Persistent UX myth 3: The home page is most important to get right / optimise Gerry McGovern: The Decline of the homepage In 2003, 39 percent of the page views for a large research website were for the homepage. By 2009, it was down to 19 percent. In one month in 2008, of the 70,000 page views a technology site received, 22,000 were for the homepage. For the same month in 2010, of the 120,000 page views the site received, only 2,500 were for the homepage . Another technology website had roughly 10 percent of page views for the homepage in 2008, and by 2010 it was down to 5 percent. One of the largest websites in the world had 25 percent of visitors come to the homepage in 2005, but in 2010 only has 10 percent.

42. CONVERT CRO

43. How Facebook Test Source: Facebook Engineering

44. How effective is your feedback cycle? Source: ACSI

45. Ask “Why” as well as “what” - use feedback tools iPerceptions http://www.4qsurvey.com “ Bad web site. Difficult to find item as no search box provided for short cut ” “ I can't find any prices on your website ” “ Would like to see where I can buy products from ” . Key Point Satisfaction : Intent tools http://bit.ly/smartfeedback

46. www.whatusersdo.com

47. Gaining site and business innovation ideas through Uservoice Tools: http://bit.ly/smartfeedback

48. How we encourage conversion. .. Discount for MMUBS Code: MMUBS-20 Valid Sept 2012

49. ENGAGE Customer comms Social media Mobile marketing

50. Parasuraman,A.; Berry,Leonard L.; Zeithaml,Valarie A., “ A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing , 1985, 49, 4, 41-50.

51. Loiacono , E., Watson, R., Goodhue, D. (2007) WebQual : A measure of Web Site Quality, Journal International Journal of Electronic Commerce archive, Volume 11 Issue 3, Number 3 / Spring 2007 Pages 51-87

52. Source: Dan Zarrella

53. There’s life in Email (RE)Marketing 1. Generic branded follow-up email : +10% conversion rate. 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate . Source: Smart Insights: Email re-marketing

54. Your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

55. The ? growth of mobile

56. Source: Craig Sullivan ( Belron / Autoglass )

57. Mobile best practice? Source: Mobile marketing 2015

58. Social CRM?

59. A glimpse of the future Rue La La (Flash Sales) April 14 th 2012 53% mobile (Apps and Site) 30% mobile Weekends 40% mobile Weekdays Source: InternetRetailer.com

60. Conclusions? You can run an online business by best practice alone, but… to make the most of opportunities you need… A digital marketing strategy To analyse and test, test, test what works in your sector Be relentless!

61. 75 Digital marketing pioneers Where are you on your journey?

62. Summarisers please! http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

63. Take a health check! http://bit.ly/smarthealthcheck

64. Let’s Connect! Questions & discussion welcome SmartInsights.com/mmubs2012 Blog www.smartinsights.com/blog Feeds www.feedburner.com/smartinsights Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey ww w.facebook.com/davechaffey www.twitter.com/DaveChaffey