Post on 15-Sep-2014
description
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/
2
3
4
5
6
7
Books Online advice and consultingwww.smartinsights.com
About Dave Chaffey
http://www.youtube.com/watch?feature=player_embedded&v=c9_DVLRkDLQ
8
Strategy success factor 1Digital marketing is marketing
9
One value proposition against another…
Source: Marketing Experiments
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
Autoglass mobile optimised site – Mobile Value Proposition (MVP)
www.autoglass.co.uk
http://m.autoglass.co.uk
12
Ling’s Cars
Ling’s Cars
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
Choice limits motivation
Research: Kiyengar and Lepper (2000)
Supermarket study24 flavours were offered, 60% of people stopped to sample the jams, compared to 40% when only 6 flavours were offered.
Of the customers who sampled jam…• 24 flavours: only 3%
purchased• 6 flavours 30%
purchased.
15
Strategy success factor 2Develop your strategy
16
17
18
Strategy success factor 3Apply customer insight
19
Use on/offline personas
21
Strategy success factor 4Measurement and Optimization are your foundation
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. : )
23
24
Source: Google Analytics vs Universal Analytics
25
Use Google Analytics MCFto understand true value
25
Measuring assists in Google AnalyticsGoogle’s new social reports
26
Strategy success factor 5Create joined-up omnichannel journeys
Smart Insights: ROPO summary of Google case
27
Consumer digital platform demand at Debenhams
00:0
0
01:0
0
02:0
0
03:0
0
04:0
0
05:0
0
06:0
0
07:0
0
08:0
0
09:0
0
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
00.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Total Hourly Demand by Device
DotcomiPadMobile
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
28
88% Debenhams customers use mobile to browse vs. 12% purchase
Store Website msite Apps0%
20%
40%
60%
80%
100%
120%
Browse vs. purchase channels
BrowsePurchase
Mobile influencing store sales
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
29
Barcode scanner driving mobile interactions in store
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
30
Reviewing satisfaction levels by channel / platform
Source: With thanks to Sarah Bailie,Mobile commerce manager at Debenhams
31
Customer journey analysis
Source Nate Elliot, Analyst at Forrester Research
Reachlayer
Interactionlayer
Transactionlayer
Example:Sneakerpedia
32
Strategy success factor 6Integrate search, social and email marketing
33
Group common search behaviours
NOT keyword LISTS:
Need: treatment/surgeryConcerns: risks/costs
<Need> + <Qualifiers>
Google Agency Toolkit
34
A case in point…
35
36
37
Strategy success factor 7Engagement is the biggest challenge
38
Integrated local social campaigns
http://www.youtube.com/watch?feature=player_embedded&v=zLZUMNR_okc
39
40
Example of an integratedsocial media campaign
41
Strategy success factor 8Think global, act local
42
http://www.youtube.com/watch?feature=player_embedded&v=Z19vR1GldRI
43
44
Let’s Connect! Questions & discussion welcome
SmartInsights.com
Blogwww.smartinsights.com/blog
Feedswww.feedburner.com/smartinsights
Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey