This document is a presentation about fuelling digital marketing success. It discusses several tactics for growth in 2014, including content marketing, conversion rate optimization, mobile marketing, search marketing, and social media marketing. It also covers developing digital strategies and customer personas, integrating marketing communications, optimizing the customer experience, resourcing digital marketing teams, innovating and optimizing digital efforts, and mapping the customer lifecycle to improve performance. Case studies are presented on content marketing, international conversion rate optimization, comparing airline marketing strategies, and email open rates across devices.
5. Which tactic will give your
business the biggest commercial
benefits in 2014?
1. Content marketing
2. Conversion rate optimisation
3. Mobile marketing
4. Search marketing (SEO and PPC)
5. Social media marketing
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6. 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
Investment in Brand OVP /Youtility
http://bit.ly/smartovp
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24. What is Customer Experience
Management?
Source: As defined by Forrester in 2011
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25. CXM is about effective customer communications
“Right Touching” is:
A Multi-channel Communications Strategy
Customised for Individual Prospects and Customers
Which…
Delivers the Right Value Proposition
Accompanied by the Right Message
With the Right Tone
At the Right Time
With the Right Frequency and Interval
Using the Right Media / Communications channels
To achieve…
The right balance of value between both parties
Source: Dave Chaffey (2005, 2012):
Digital Marketing Strategy: Implementation and Practice
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47. % Email Opens across desktop and mobile
Location:
Published / Surveyed:
Sample:
Source:
Worldwide
July 2013
Collected from 250 million
email opens
Litmus
Feb 2012-June 2013
Original source: Litmus blog
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