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.
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Campaign launch techniques - Dave Chaffey - smart insights
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
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
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/
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.
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
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
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:
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
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
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/
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
72. Social Media Webinar Training Pack – Exclusive Offer Twitter Webinars x 3 Blogging with WordPress Webinars x 4 Linkedin Webinars x 3 Facebook Webinars x 3 YouTube & Video Webinars x 4
73. Social Media Webinar Training Pack – Exclusive Offer Webinars will cover; How to and quick run through the basics Strategy and planning Practical steps to leverage the social media platform 3rd Party tools to help make your life easier Case studies on how people are generating revenue Building your own personal brand online Channels for your own products and services
74. Social Media Webinar Training Pack – Exclusive Offer Twitter Webinars x 3 Blogging with WordPress Webinars x 4 Linkedin Webinars x 3 Facebook Webinars x 3 YouTube & Video Webinars x 4 = 17 Webinars!
75. Social Media Webinar Training Pack – Exclusive Offer Twitter Webinars x 3 Blogging Webinars x 4 How much is all this going to cost? £1700? Linkedin Webinars x 3 Facebook Webinars x 3 YouTube Webinars x 4 = 17 Webinars!
76. Social Media Webinar Training Pack – Exclusive Offer Twitter Webinars x 3 All this forLimited Time Offer £97! Blogging Webinars x 4 Linkedin Webinars x 3 Facebook Webinars x 3 = 17 Webinars! YouTube Webinars x 4 www.connectwisdom.com/smtp