10 questions to assess an organisation's digital marketing strategy capability. Presented to Omniture EMEA 2009 conference, April 2009.

1. Benchmarking to improve your Digital marketing strategy Presented at Omniture Summit London, April 2009 Dave Chaffey, Director, Marketing Insights Ltd Dave’s Right Touching blog: www.davechaffey.com/blog/

2. We like comparing… www.comparethemeerkat.com

4. “ Marketing & CRM focuses on four core strategic areas...Our broad eCommerce strategy centres on a four point plan which is broken down into a series of individually defined and detailed strategic areas. Our aim is to be exceptional in delivery across each ” Russell Gould, E-commerce Director, Thomas Cook Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide

5. Q1. How well defined is your plan? Detailed plan: separate (27%) Detailed plan: separate (27%) Detailed plan: integrated (50%) No Plan (22%) Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide

6. Q2. How have you assessed your capabilities? Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy

7. An alternative benchmarking study Source: Gijsbert van der Sleen, Consultant, Atos Consulting Contact through blog: http://www.maxx-online.nl

8. Conclusions of 2008 study Source: Gijsbert van der Sleen, Consultant, Atos Consulting Contact through blog: http://www.maxx-online.nl

9. Q3. What is your capability maturity? Source: Carnegie Mellon University http://www.sei.cmu.edu

10. Digital marketing governance maturity Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide

13. Detail from the research Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide

15. Resources needed for large digital team!

17. Q6. How automated is your optimization?

18. Establish the campaign objectives and metrics for success Cross channel strategy meetings to ensure integrated planning approach Analyse user demand, seasonality trends, competitive benchmarking and combine with forecast tools Conduct Visibility, Content & Reputation audits and provide detailed recommendations Provide implementation guidance & hand hold throughout process Observe changes to rankings and traffic levels and refine strategy. Use analytics to understand new user’s intent Update Rankings Report & Campaign Objectives Report and feed insight back into strategy Regular calls and status meetings with client to ensure a partnership approach Analyse user experience, usability and conversion path analysis and feed into audit. Gain further insight by deep diving into Analytics Q7. How refined is your SEM capability? Source:

21. A B2C home page optimization case study Incentivised Lead generation form Conversion Goals + OVP Prominent Unique phone number for tracking Social proof: Brand reassurance Top customer concerns answered

22. A B2B home page optimization Social Proof Clear response options Messaging targeting key audiences

23. Salesforce landing page

24. Source: Webinar with Richard Weaver, Head of eCommerce

25. Override with known slot Source: Webinar with Richard Weaver, Head of eCommerce

26. Minority of the searches on home page, so enter here OVP: Online Value Proposition Recommended Score 0-10 Best sellers Based on product Feed of sales Source: Webinar with Richard Weaver, Head of eCommerce

27. Q9. How refined is your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

28. Personalised British Airways Trip Guide Personalized with customer name Direct link to “My booking” area of BA.com Search fields pre-populated with customer travel dates and destination Customized destination information including sightseeing and airport info Source: