Imran Farooq introduced the webinar which featured a presentation by Dr. Dave Chaffey on 7 practical insights for digital marketing campaigns. The webinar covered goals and analytics, customer insights, core messaging, targeting, creative elements, communications strategy, and optimization. Dr. Chaffey provided examples and recommendations in each area to help attendees launch successful digital campaigns. At the end, Imran promoted an exclusive social media training pack offering 17 webinars on platforms like Twitter, Facebook, LinkedIn and YouTube for a limited time price of £97.

1. #mmcwebinar Webinar7 Practical Insights for Anyone involved in Launching Digital Marketing Campaigns Hosted & Intro. by Imran Farooq MD of MMC Learning Main Presentation by Dr Dave ChaffeyCEO of Smart Insights

2. Agenda Introduction by Imran Farooq (5min) What is happening in Digital? Main Presentation by Dr Dave Chaffey (30min) 7 Practical Insights for Anyone Launching a Digital Marketing Campaign Short Q&A Session (10min) Submit your questions SMTP Launch (10min) Social Media Training Pack Launch Exclusive

3. About Me & MMC Learning MD of MMC Learning (Joint Venture with MMU Business School) Digital Marketing Qualifications, Management Qualifications, Digital Campaigns, specialist Video and e-learning producer Senior Examiner for Digital Marketing Essentials, Chartered Institute of Marketing Expert Digital Marketing Commentator on Smart Insights.com CAM Foundation Advisory Board Connect as a Friend on Linkedin http://uk.linkedin.com/in/imranfarooq Follow on Twitter @imranfarooq

4. What is happening in Digital?

5. Customer is No Longer King Customer is King Kong

6. PPC Email Viral Web Analytics User Experience Mobile SEO Social Media Affiliates Usability Search Which Digital Tools are You Using?

7. Digital Marketing – Social Media

8. Photo Sharing Blogging Video Sharing Micro Blogging Social Media Podcasts RSS Forums Widgets Chat Social Networks

9. Digital Marketing – Social MediaSocial Media Map

10. Digital Marketing – Smart Insights Model

11. 7 Practical Insights for Anyone involved in Launching Digital Marketing Campaigns Main Presentation by Dr Dave Chaffey Author & CEO of Smart Insights

12. About Dave Chaffey Books Best practice guides Digital marketing advice & consulting www.smartinsights.com Search & conversion consulting www.clickthrough-marketing.com

13. I want to give you practical… Actions Tools Analysis techniques Please ask questions More details… http://bit.ly/smartstrategy My Seven Insights 1. Goals and Analytics 2. Customer insights 3. Core messages 4. Targeting 5. Creative 6. Communications strategy 7. Optimisation 13 About Dave Chaffey

14. Insight 1: Goals and Analytics

15. Q. How do we know when our campaigns are generating value?Use these! The 3 key value measures in Google Analytics: 1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned. 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled. http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205 http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/

17. Natural

18. Paid and natural brand and non-brand

19. By number of keywords – 2,3,4

21. Returning visitor

22. Registered visitor

25. Product page

26. Checkout complete

28. Screen resolution

30. US

31. FIGS

32. ROWhttp://bit.ly/smartsegments

33. ‘How to’ example of a custom segment Notes: 1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names 2. No metrics are required. 3. Test the segment first, but you will need to enter a name for the segment to do this. 4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’. 5. Note that segments are specific to a profile initially – you may want to share them.

34. Example: KPIs in place

35. Insight 2: Customer insights = Characteristics Behaviour Needs Wants Opinions

36. Search insights Creating a gap analysis of customer search behaviour Tip: Use “Google Keyword tool” to identify categories/volume of searches: on “Exact match” See Dan Barker’s article http://bit.ly/smartgap

37. Understanding customer intent and preferences 21 Practical Tip. Control through gap analysis – see PM Make sure your copywriters check Ubersuggest:http://suggest.thinkpragmatic.net

38. Mobile marketing has arrived! Source: Craig Sullivan: http://www.slideshare.net/sullivac/

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

40. Insight 3: Core messages: Developing a messaging hierarchy

41. Campaign messaging hierarchy Campaign engagement and response messages: AIDA Primary offer – product, service or lead generation? Secondary offer? 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

42. Integratedcampaign example

43. How strong 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:

44. Key brand messages definedthroughout the customer journey

45. Insight 4: Positioning and Targeting

46. PositioningDifferentiate to the target segmentsneeds Different segments are motivated by different drivers DRIVERS Features that are important to customers and highly differentiated from the competition ‘HYGIENES’ Features that are important to customers but are provided by all competitors at a similar level High Relevance Low FOOLS GOLD Features that are distinctive but do not drive customers’ loyalty to brand NEUTRALS Features that are irrelevant to customers Low High Differentiation Source: Adapted from: Aufreiter, Elzinga, and. Gordon,2003

47. Online customer targeting options http://bit.ly/smarttargeting

48. Professional persona example Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/web-design-personas/

49. Insight 5: Comms strategy

50. Key E-campaign ingredient 1?

51. Buzz = Engaging + Participative Example engagement devices: Search boxes Questions Quizzes Polls Calculators Interactive Q&A Call-backs Viral games

52. Key E-campaign ingredient 2?

53. www.tourismirelandtaxichallenge.com Tip. Give your campaign momentum, inertia using a sub-brand

54. Key E-campaign ingredient 3?

55. Remailing to opening-non converters Response increases by 25% for campaign First Campaign, Open rate, 8 to 10% CCR = 0.2% Second Campaign, Open rate, 50 to 75% CCR = 0.2% Tip. Repeat E-mailings where possible Source: E-consultancy Masterclass 2005 - BCA 39

56. Multi-message example Email campaign 2 Remailing with urgency Response increases by 40% for campaign Second Campaign, CCR = 0.2% First Campaign, CCR = 0.2% Source: E-consultancy Masterclass 2005 - BCA Tip. Use time-limited offers

57. Teaser e-mail. No online response Direct Mail Pre-mail, with online response Direct Mail Multi-message example - Email campaign 3 Response increases, 100% for direct mail piece. Combined response from e-mail and direct mail is 125% better than no e-mail. Source: E-consultancy Masterclass 2005 - BCA

58. Key E-campaign ingredient 4?

59. Reach out to prospects and customers through your web or network

60. Creating a campaign hub Be relevant. Understand the content that will appeal to different audiences. Create an editorial calendar. Your social media marketing will be more effective §if you produce content on a regular, consistent schedule. 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. Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences. Make communications two-way. Don’t just treat the channels as an alert or update service. Engage! 5 rules of SMO – Rohit Bhargava http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/

61. Insight 6 : Creative

62. Q. How clear is your offer? Need focused offer (s) – depending on objectives: Awareness List-building Lead generation Sales Number of offers per ad or e-mail campaign? Primary offer / message Secondary offer / message ? Number of calls-to-action ? Vary offer through campaign Remember “institutional messages” Unique web offers? 46

63. Testing option B. AB pre-test for major campaign Test version B Send Volume: 10,000 Sample criteria: Random Click through rate: 4.5% Test version A Send Volume: 10,000 Sample criteria: Random Click through rate: 6.1% Main Broadcast Send Volume: 180,000 Click through rate: 5.8% 47 Source:

64. B2B example:The evolution of Salesforce landing pages http://www.smartinsights.com/blog/web-design/perfect-landing-page

65. Insight 7 : Campaign optimisation

66. How effective is your scent? 50 Example SCENT TRAILS NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> WHERE / HOW TO BUY? WHY CHOOSE US?

67. Which Test Won? http://www.smartinsights.com/blog/conversion-optimisation/questions-answered-increased-site-conversions/

68. http://whatusersdo.com/pv.php?mode=sample

69. 53

70. SMO: I like this!

71. New Product Launch The Social Media Training PackWebinars

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77. Thank You for Attending See You on the Next Webinar

78. Let’s Connect! Questions & discussion welcome Blog www.smartinsights.com Feeds www.feedburner.com/smartinsights Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey