IDM Diploma in Digital Marketing

Dr Dave Chaffeywww.smartinsights.com/presentations

Burberry case study

Purpose of today’s strategy sessions

• Give you:– A process for creating a plan– 2 key frameworks for planning– Questions to ask to define plan– Tools / URLs for analysis / best practice

• Help you:– Assignments– Exams– Work – practical tips to apply back in office

• Please…– Ask questions– Share your experiences

• Introductions…

• Books Online advice and consultingwww.smartinsights.com

Qualifications and trainingwww.theidm.com

Insights Directorwww.clickthrough-marketing.com

Introductions – About Dave Chaffey

Smart Insights and IDM partners: 50% Discount to support students

About you: IntroductionsPlease share…► 1. Your role – digital specialist and/or marketing

strategist?

For each table:► 2. What happens if we don’t have a strategy

Structure: 5 practical learning goalsfor today’s workshop

1. Plan: Create or refine a strategy to improve results from digital marketing.

2. Reach: Review company use of digital media to reach target audiences.

3. Act: Assess content marketing techniques to encourage interactions on soci media and other platforms.

4. Convert: Define approaches to increase conversion to offline leads and sales.

5. Engage: Develop an integrated communications strategy for you website, social and email communications.

Digital m

arketingfram

eworks

Inbound/content, social and search marketing - The heart of your digital marketing strategy

PLAN:SegmentationTargetingObjectivesPositioning(OVP)

Integration?Resourcing?

Output:SWOT, KeyIssues

Q. Have we reviewed current online marketing effectiveness in digital-specific SWOT?

Example digital strategies

When reviewing SWOT, group by Plan – governance and brand

management issues Reach communications

(e.g. role of Google and other intermediaries, mix)

Act i.e. content marketing and lead generation

Conversion (experience)Proposition

Engage - customer development including contact strategies, targeting

http://bit.ly/smartswot

Q. Have we benchmarked our digital marketing

capabilities?

http://bit.ly/smarthealthcheck

Q. How will digital support growth using digital to align or impact?

OrganisationE-marketing

Efficiency

Organisation E-marketing Marketplace Effectiveness

Situation analysis:Q. Is our plan in line with marketplace

dynamics?

DEEPLIST for macro-environment

Which are most important for digital?• Demographic: percentage of each population online can be analysed in

terms of age, household size and type, income, gender, ethnicity, employment status, work patterns mobility etc.

• Economics: taxation controls, monetary and competition policies, fiscal policies.

• Environment: country specific attitudes towards physical environmental issues, for example energy consumption, spatial distribution of populations.

• Political: power and influence of Government agencies and regulatory bodies, public opinion, pressure groups, Internet governance.

• Legal: trading laws and restrictions, advertising standards and controls, taxation laws.

• Information: Availability of consumer / company data and information, access to this type of data and how it is used, information control.

• Social: needs and wants of target communities, extent of social exclusion, individual levels of trust and perceptions of security, social discrimination.

• Technology: Access to technology, innovation, adoption rates, applications of technology.

Tip: 1-2 sides max in assignment, can include DST under customer

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KeyPoint

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Q. Have we defined main targeting approaches? Targeting approaches Method1. Classic profile-based demographic segmentation

Target media or messaging based on characteristics

2. Search behaviour Grouped by volume and value

3. Content consumption Using ad networks including GDN

4. SN interest-based targeting For example, Facebook, LinkedIn interests

5. Web personas Combine other characteristics and behaviours

6. Customer lifecycle Target messages according to length of time using online services

7. Customer value Review current and future potential

8. Campaign message response behaviour

Use “sense and respond” behavioural targeting based on RFM

9. Buying motivations andbehaviours

Evaluation method and sensitivity to pricing against features, benefits, brand value

10. Channel preference Communicate with customer in their preferred media (and according to value)

http://bit.ly/smarttargeting

Tip – create a layered segmentation- an example from eBay

Using personas

Forrester Research on “site design personas”• Ethnographic researchers averaged

– 21 i/views per project for 4 personas, $47K

– $10K to 100 i/views for 8 personas, $500K

• Examples:– Ford uses 3 buyer personas at Ford.com

• Primary persona ‘Marie’ – just beginning car shopping process, hasn’t settled on brand, doesn’t know about cars, needs Help!

– Staples.com has 7 for shoppers– Microsoft had 7 for Windows XP

• Segment on key characteristics/behaviours– “Seeks high quality”, “Seeks low cost”– “Starting evaluation”, “Final decision”– Occasional visitor, frequent visitor

http://bit.ly/smartpersonas

B2B examples: www.forrester.com, www.alterian.com

For each persona define preferences for: Platforms

(web, email, mobile) Platform usage (hours) Content consumption: General site types & category-specific Social media - content creation & participation Search behaviour Trusted brands

www.dulux.co.uk

Q. Are we harnessing insight?

Ruder Finn

Activity - always start with the customer! • What types of key information do we need to

research about our online customer? Please share sources, research you have completed?– – – – – – –

See http://bit.ly/smartkeywords

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

Q. Do we have the right improvement process?

Tip:

Integrate

Analysis:

Goals:

Strategies:

Tactics

http://bit.ly/smartintegration

Activity - Selecting the right digital channels goalsand tracking metrics – “the critical few”

Please suggest relevant objectives and measures of digital marketing performance for i-to-i in these areas:

a. Reach: Attract visits to your sites and presence, reach audience on other sites

b. Act: Engage with site or presence, convert to leads

c. Convert: Convert to sale

d. Engage: Developing long-term customer relationships

Measure ReachAudience

EncourageAction incl lead generation

ConvertTo 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

Q. Do we have clear online positioning?• Core brand proposition = Marketing Mix:

– Who you are?– What you do?– Where you do it?– What makes you different?

• OVP - Online Value Proposition – What can your provide to help/inform/entertain me online? – Reinforces core brand proposition and credibility, but

messaging shows…– Different OVPs for different markets and audiences– Value that a site visitor get from your online brand or

campaign that…• They can’t get from you offline?• They can’t get from competitors?

– Develop content strategy to develop OVPs– Communicate message forcefully: online and offline

KeyPoint

What is your brand personality?• Personality is the unique, authentic, and talkable soul of your

brand that people can get passionate about.

• Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.

Source:

Key brand messages definedthroughout the customer journey

Mobile and App OVP

http://www.smartinsights.com/digital-marketing-strategy-alerts/mobile-marketing-statistics/

APPS

MOBILE EMAIL USAGE

Q. How should we support integration?

http://www.smartinsights.com/analytics-conversion-optimisation-alerts/multichannel-customer-

s-ropo/

“Mapping Interactive brand ecosystems” aka customer

journeysTO THISFROM THIS

Source Nate Elliot, Analyst at Forrester Research

Making the 3 layers work together

Source Nate Elliot, Analyst at Forrester Research

Reachlayer

Interactionlayer

Transactionlayer

Content hub example

Integration = Supporting channel-switching behaviour

How well do you support channel switching? Tracked call? Live Chat? Callback?

KeyPoint

PRACE Summary - Plan• Digital marketing strategy is a channel strategy

– Informed by insight on customer channel behaviour and marketplace activity = intermediaries, competitors

– Objectives for future online and offline contribution % should drive our strategy

– Channel strategy thrives on differentials– BUT, need to manage channel integration

• Alignment - digital marketing strategy defines how we :• Hit our channel leads & sales targets

– Improve efficiency of Acquisition, Conversion, Retention • Prioritise audiences targeted through channel• Communicate benefits of using digital channels• Deliver relevant experiences through a

content or engagement strategy

REACHInvestment?SearchDisplaySocial media

Q. Which media should we invest in?

A balanced traffic/online media mix?

Source: Google Analytics data Analytics

Activity – evaluating the value of digital media

channelsYour ideas on good practices to assess, to prove the effectiveness of digital marketing channels? • • • • •

How should we determine investment in digital channels?

• 1. Setup marketing source codes for Google Analytics (to minimise direct traffic)• 2. Assess response rates = CTR Conversion to lead Conversion to sale• 3. Assess cost effectiveness = CPC CPA ROI LTV• 4. Go beyond last-click to weighted attribution and multichannel assists in Google

Analytics• 5. Branding effects = Awareness, Interest, Desire, Action (on or offline)• 6. Media multiplier / halo effect• 7. Incremental reach = Availability of impressions in different channels

e.g. Maxing out on searches, targeted inventory, Increasing frequency• 8. Risk diversification – avoid all eggs in one basket?• 9. Opportunities to test and learn• 10. Hold out testing (part audience isn’t exposed to campaigns)

Latest UK ad spend figures (IAB/PwC)Online 25% of total

http://www.smartinsights.com/digital-marketing-strategy-alerts/uk-online-ad-spend-latest-statistics-released/

How good is your online campaign reporting in attributes leads and sales?

• Q1. Are you using last click tracking only?• Q2. Do you understand multi-touch customer behaviour

on path to purchase?

Google Analytics “Multichannel Funnels” can help here

http://www.smartinsights.com/blog/web-analytics/media-conversion-attribution

Use Google Analytics MCFto understand true value

45

Measuring assists in Google AnalyticsGoogle’s new social reports

Use Google Analyticsto understand true value

46

Measuring assists in Google AnalyticsGoogle’s new social analytics

Creating funnel budget models for online marketing

See http://www.smartinsights.com/digital-marketing-downloads

“Average” response/ CTR rates,

depends on CRITICAL factors

• Display ads:– 0.05 to 0.1%

• Facebook/LI ads:– 0.01 to 0.05%

• Paid search:– 0.5% to 2%

• Email (ad in Enews)– 0.1 to 1%

• Email (House list)– 1 to 10%

http://www.nellymoser.com/action-codes/scan-response-rates

Paid listings - Adwords Pay Per Click (PPC)

Natural or organic listings -Search engine optimisation (SEO)

SEM Strategy: The two types of Search

<title> </title> tags

<meta name=“description = > tagsOr Snippets from page

Blended or universal listings -

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.

A case in point…

How good is your key phrase-level reporting?

•Should show:•Potential demand from key phrase estimators•Your actual performance

(position, clicks, conversion, sales, value):–Paid – absolute and relative–Natural – absolute and relative

Use “Google Keyword tool” to identify categories/volume of searches:Smart Insights Gap analysis spreadsheet

Which SEO ranking factors should we focus on?• On page optimisation:

• <title> tag = 4.9/5• Keyword frequency and density = 3.7/5• Keyword in headings = <h1> = 3.1, <h2> = 2.8

• Keyword in document name = 2.8• Meta name description = 2/5• Meta name keywords = 1/5

• Off-page optimisation:• More backlinks (higher PageRank)= 4/5 • Link anchor text contains keyword = 4.4/5• Page assessed as a hub = 3.5/5• Page assessed as an authority = 3.5/5• Link velocity (rate at which changes) = 3.5/5

http://www.seomoz.org/article/search-ranking-factorshttp://www.davechaffey.com/blog/seo/update-to-seomoz-seo-ranking-factors

http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated

SEM Don’ts = problems to avoid• SEO1. Insufficient key phrase

research and analysis2. Index inclusion and coverage

poor3. Content owners / editors

don’t know rules of SEO4. Insufficient unique content 5. Internal linking strategies not

used6. External link-building tactics

weak

• Pay Per ClickImportance of QS notrecognised, i.e.1. Click through rate2. Ad text relevance (copy)3. Triggering text relevance4. Landing page relevance and

speed

So, depends on brand, copywriting, account structure, match types (broad, phrase, negative) and testing.

Q. Do we have adequatekeyphrase targeting for

SEM?

Google+ matters (to SEO)

Q. Are we using display advertising effectively?

• What CTR/IR are you generating • Re-marketing?

– Google Display Network– Other networks: Struq, Criteo

• Google Promoted ad and TrueView video• New “social ad formats”?• New buying options on ad exchanges:

– Real-time bidding (RTB)– Demand-side platforms (DSPs)

Do you use display effectively?

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go

New display ad opportunities for B2B

http://www.advertisingperspectives.com/adblog/media-technology/are-ad-exchanges-and-real-time-bidding-the-next-big-thing

Social media marketing:What are your challenges

and opportunities?

• 1 Managing reputation• 2 Delivering customer service• 3 Acquiring new customers • 4 Increasing and sales existing

customers • 5 Increasing engagement with your

brand by adding value to customers• 6 Harnessing insights to develop the

brand

3-5 should run on a continuous AND campaign basis

They require a content ANDcommunications strategy to define

resource and execution

Managing social “publishing”with limited resource

1. Be relevant. Understand the content that will appeal to different audiences.

2. Create an editorial calendar. Your social media marketing will be more effective if you produce content on a regular, consistent schedule.

3. Offer distribution choices, but keep a focus. Offer choice to alert subscribers to content using different types of channels since they will have different preferences.

4. Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences.

5. Make communications two-way. Don’t just treat the channels as an alert or update service. Engage!

5 rules of SMO – Rohit Bhargavahttp://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/

Get into a rhythm…

Download “Building your Business with Facebook Pages”

Use a “conversational calendar”

Download “Building your Business with Facebook Pages”

Love your influencers!

Source: Influencers post

Outreach! Collaborate with partners and influencersto maximise impact of social media

REACH

8 techniques to encourage engagement onFacebook

http://www.smartinsights.com/social-media-marketing/facebook-marketing/case-study-what-makes-these-some-of-the-most-engaged-facebook-pages-in-the-uk/

PRACE Summary Reach:

• Create a budget model to optimise investment in mix– Review the relevance of attribution models

• Bought media: – Increase reach and efficiency

• Earned media: – Prioritise investments in social media

• Owned media: Optimising content marketing• Integration:

– Using paid, owned, earned together– Integrating SEO,PPC,PR,Social, Display

ACT Content

marketing Email

triggers Customer

journeys(next section?)

Q. How can we make the casefor investment in content marketing?

Stelzner: Primary vsNuclear fuel?

Smart Insights Explainer exampleTEFL Taster example

68% CTR>1,000 downloads

Content strategy example

See http://www.smartinsights.com/blog/conversion-optimisation/online-content-marketing-strategy-2108/

Social channel OVP

• Recruiting to Twitter• via a prize draw • promoted in Twitter

Tip: Recruit to Twitter or FB via Email

Example of an integratedsocial media campaign

McKay case study

78

E-newsletter OVP: success is all about relevant content

• B2B– Make my work easier– Help me develop– Make me look good– Give me a great deal

• B2C– Make my life easier– Help me learn / have fun– Make me look good– Give me a great deal

Do you send out emails based on the following triggers?

Targeting by Lifecycle personalisation – typically using event-triggered email

First-time visitor

Return visitor

Registered visitor

Purchased once

Newlyregistered visitor

Purchased Active

Purchased Inactive

Tesco.com• “Logged-on” • “Cautionary” • “Developing” • “Established” • “Dedicated” • “Logged-off”

BT - It’s all about past actions… “Recognition of activity”

Purchase Dispatched +7d

+14d +21d

Recognition ofprevious purchase

Example of an optimised email sequence

• 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: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

Engaging through OVPs in triggered emails

“Learn more through time”

“Watch, don’t ask”

Quality content develops OVP

http://bit.ly/smarttriggers

PRACE summary: Act• Content marketing is vital for cut-through in

many markets to encourage consumer engagement and provide a fuel for outreach

• Triggered or behavioural email marketing is effective to start relationship in many sectors

• Understand customer journeys to make your messaging more effective

CONVERTSite designand UXCROCustomerjourneys

Activity: improving site effectiveness

• For each site please summarise– 1. Audiences targeted – 2. Key brand messages

– Product or service offer – Online value proposition to encourage interaction and return?

– 3. Key outcomes or Analytics goals• Group to feedback:

– Examples of techniques where 1-3 are effective– Suggestions for improvements of 1-3

Bad design isn’t hard to find…

Q. Are we following persuasive design “best

practices”

Source: Jakob Nielsen useit.com

Persistent UX myth 1: 3 click rule

Source: UIE

Persistent UX myth 2: Make the home page

scrollable

Source: CX Partners

Source: CX Partners

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.

Q. Do we have a structured approach to improve site

effectiveness

Source: Craig Sullivan independent survey

Leverage your analytics through granular analysis - content drilldown shows relative

effectiveness of page types

How effective is your scent?

WHY CHOOSE US?

WHERE / HOW TO BUY?

NEW CUSTOMER?

<CUSTOMER-CENTRIC SERVICE NAMES>

Example SCENT TRAILS

Are you appealing to different buying behaviours and motivations?

See http://www.grokdotcom.com/topics/copywritinghype2.htm

• The Methodical focuses on HOW-type questions:– What are the details?– What's the fine print?– How does this work?

• The Humanistic focuses on WHO-type questions:– How will your product or service make me feel?– Who uses your products/service?– Who are you? Tell me who is on your staff, and let me

see bios• The Spontaneous focuses on WHY- and sometimes

WHEN-type questions:– How can you get me to what I need quickly?– Do you offer superior service?– Can I customize your product or service?

• The Competitive focuses on WHAT-type questions:– What are your competitive advantages?– What makes you the superior choice?– What makes you a credible company?

Effective home page examples

B2B example:The evolution of Salesforce landing pages

http://www.smartinsights.com/blog/web-design/perfect-landing-page

Autoglass MVT case study - control

TV Comparison

+2.4%

TV - Off

+6.4%

TV - On

-1.3% +14.8%

Service message testing

+5.3%

Source: Craig Sullivan (Belron/Autoglass)

Mobile best practice?

Source: Mobile marketing 2015

Key mobile marketing questionsBusiness• Q. Can we use mobile to

expand reach?• Q. Will mobile

increase sales?• Q. How much will mobile

increase customer engagement?

Implementation• Email

– Should we support mobile?• Website:

– Do we need a mobile version of our website?

– Will mobile SEO help us?– Should we use Adwords

mobile• Apps:

– Should we create (apps?)

PRACE Summary: Conversion1. Use analytics to understand entry points,

sources into site – path analysis.2. Define primary customer journeys and brand

messages (don’t forget the OVP!)3. Use AB and MVT to optimise conversion4. Use feedback tools to assess and improve

experience and what it adds to the brand5. Don’t forget offline journeys6. Invest in the right type of mobile

experience

ENGAGE Customer

comms Social

media Mobile

marketing

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.

Q. How effective is our feedback cycle?

Source: ACSI

Ask “Why” as well as “what” - use feedback toolsiPerceptions 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” .

KeyPoint

Satisfaction : Intent toolshttp://bit.ly/smartfeedback

Gaining site and business innovation ideas through Uservoice

Your email marketing capability?

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

Example of dynamic content insertion

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

Tip. Change order of offersor features

according to segmentto increase relevance

Disclosed Demographics

Clinique

use different styles and tones for girls and boys segments

Combing tech + social segmentation

Source:

E.G.ReceiveBill insert

E.G.Receive

MMS

Example – combined segmentsSource:

Targeting customers based on value

Customerpotential

Customerquality

high

low

low high

One time shoppers with low potential

Average customers

Good customers Very good customers

15 %

15 %

60 %

10 %

Indicators for customer quality Indicators for customer potential

¨ Order value per received catalogue¨ Order value per season¨ Gross margin in % of net sales¨ Returns in % of order value

¨ Last date of purchase¨ Number of active seasons¨ Channel usage score¨ Number of different product categories

Source: Chris Poad, Otto, E-consultancy masterclass 2006

RF engagement scoring example

Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue

Scoring:

RecencyLow 1 = > 24months2 = 19-24 months3 = 13-18 months4 = 7-12 months5 = 0-6 monthsHigh

FrequencyLow1 = One purchases2 = Two purchases3 = Three 4 = Four5 = FiveHigh

Note here boundaries are definedto illustrate behaviour. There

are a different number in each group

Build in social sharing into

contact strategies

Source: eCircle case study

PRACE Summary: Engage• Understand the “satisfaction gap” for your site

and related customer service• Review approaches to email marketing

targeting to deliver more relevant messages

All the best for your digital journey! Questions & discussion welcome

• Blogwww.smartinsights.com/blog

• Feedswww.feedburner.com/smartinsights

• E-newsletterwww.smartinsights.com

uk.linkedin.com/in/davechaffey

facebook.com/smartinsights

twitter.com/smartinsights

Key E-campaign ingredient 1?

Buzz = “Big Idea” Engaging + Participative +

Shareable• Example engagement devices:

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

Key E-campaign ingredient 2

Big idea connected to campaign goals

Key E-campaign ingredient 3?

Tip. Give your campaign momentum, inertia!

www.tourismirelandtaxichallenge.com

135

How effective is our media planning?• Balancing Reach and Frequency:

– Reach: percentage of people within a given universe who are exposed to a particular advertisement at least once within a given period of time.

– Frequency: Number of times a unique web user is exposed to ad.

– Effective Reach: percentage of the universe reached at a particular frequency.

Source: Atlas Institute Insights:http://www.atlassolutions.com/institute_marketinginsights.aspx

Tip: Ask agency to plan/report for Reach and Effective reach.

Key E-campaign ingredient 4?

Reach prospects and customers through

your web or network

Key E-campaign ingredient 5?

Example of an optimised email sequence

• 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: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

Social channel OVP

• Recruiting to Twitter• via a prize draw • promoted in Twitter

Tip: Recruit to Twitter or FB via Email

Success factorsAccording to Jas DhaliwalHead of communities

1. ContentOwn + Curated

2. CommunityListen to build better products and offerbetter service

3. Customer serviceDedicated supportchannel – encourage to log ticket

4. CollaborationEncourage communityto help others

View case study

Example of an integratedsocial media campaign

McKay case study