E-commerce Forum 2015: Digital Marketing Best Practice by Smart Insights
1. 1
Digital Marketing in 2015
10 Essentials for Ecommerce marketing
Dr Dave Chaffey. SmartInsights.com
2. 2
About Dave Chaffey
• Digital marketing consultant/trainer
since 1997
• Author of 5 bestselling marketing books
• Editor of SmartInsights.com - a
marketing advice site with Expert (Pro)
members in over 80 countries using our
planning guides, templates and online
courses to improve results.
12. 12
#2 Define audience and select best targeting options
PLAN
http://bit.ly/smarttargeting
Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners
Prevent Lapsing
programme
Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and
Deals
Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference
13. 13
The RS NewsletterHero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Local Module
Product modules can vary in number and format.
Maximum of 8 modules per email.
Product Modules
Optional modules for any local activity/information.
Source: Harriet Mitchell Smart Insights
2014 Digital Impact conference
14. 14
#3 A Brand OVP/YouTility
Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
OVP = Online Value Proposition
= Brand Adding Value to Audience
Help me do my job / live my life
Help me develop / learn
Help Make me look good
Help Entertain Me!
Help me Select and Use Products
http://bit.ly/smartovp
PLAN
http://bit.ly/smartpersonas
17. 17
#4 A brand personality?
How can you/should you STRETCH?
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:
24. 24
#5 SEO and PPC
Win for range of
customer searches
B2B example
1. Generic
“Accountants”
2. Long-tail
“Bookeeping Sage25”
3. Local
“Accountants
Portsmouth”
4. International
5. Mobile
6. Image/video
51. 51
Let’s Connect!
Questions & discussion welcome
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Notas del editor
Majority in Reach since gaining attention within increase of media channels is biggest challenge
Source: Path to Purchase
Generation C: C = Content, Control. See: http://trendwatching.com/trends/GENERATION_C.htm
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience
Platforms include desktop, but also mobile and social
Easy with products add to cart, conversion to sale, transactions.
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience
Platforms include desktop, but also mobile and social
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience
Platforms include desktop, but also mobile and social
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience
Platforms include desktop, but also mobile and social