12. 12
Source: Two years of AMP pages – David Besbris, VP Google Search, AMP Lead at Google
13. 13
The Financial Times abandoned their
native apps in favour of a robust PWA
at app.ft.com. It can be saved to a
device’s home screen and users can
save articles to read offline.
Forbes has also moved to PWAs to
deliver content. Forbes says it’s easier
for users to visit the Forbes site and
install their PWA than it is for them to
download an app from an app store.
Since moving to PWAs, Forbes has
seen a 43 percent increase in users,
and those users stay twice as long.
And PWAs?
21. 21
Martech stack channel audit tool
Martech
Function /
Channel
1. SEO 2. Paid
media
3. Owned
media
(CM + social)
4. Experience 5. Email and
Marketing
Automation
6. Analytics 7. Multichannel
integration
1. Core
broadcast
communications
Keyword
management
and performance
Direct ad
platform
management
Social media
management
Content or
commerce
management
system
Email broadcast
Website
analytics
Sales
2. Personalised
individual
communication
Backlink
management
Retargeting
platform
Outreach
management
Personalised
messaging
and mobile push
Retargeting or
Contextual
platforms
Tag
management
Customer service
and support
3. Optimisation
On-page
crawling and
recommendation
Programmatic Creative testing
Landing
Pages
CRO Tools
Creative
optimisation
Rendering and
delivery
optimisation
Customer
Data
Platforms
ID
management
Sales optimisation
4. Insight
Google
Tools
CDP
Social
benchmarking
Survey tools
Intent
Segment and
campaign
reports
Attribution
models
Call tracking
5. Planning and
management
Gap analysis
Budget and
campaign plans
Editorial
calendars
Conversion
optimisation
plans
Contact
strategy
Customisation Contact rules
6. Productivity
Integrated
tools
Ad asset
management
Asset plans
and
management
Content audits
and plans
Pre-broadcast
tests
User access
control
Company wide
internal comms
Marketing Cloud or Best-of-breed?
22. 22
Martech stack channel audit tool
Martech
Function /
Channel
1. SEO 2. Paid
media
3. Owned
media
(CM + social)
4. Experience 5. Email and
marketing
automation
6. Analytics 7.
Multichannel
integration
1. Core broadcast
communications
Direct ad
platform
management
2. Personalised
individual
communication
Personalised
messaging and
mobile push
Retargeting or
Contextual
platforms
3. Optimisation Programmatic Creative testing
Landing
Pages
Creative
optimisation
Rendering and
delivery
optimisation
CDP
Sales
optimisation
4. Insight CDP
Segment and
campaign
reports
Attribution
models
Call tracking
5. Planning and
management
6. Productivity
Integrated
tools
Ad asset
management
Which are the gaps in the your toolset
27. 27
Best practices to watch for in 2019
• AI and chatbots e.g. Messenger and Google Duplex/Assistant
• Machine Learning, Propensity modelling and Predictive analytics
• Updates to 200 X Google organic signals
• Paid media options to boost awareness and conversion through
segmented re-marketing esp smartphone
Smart Insights Digital Media options cheatsheet
28. 28
5. Integrate insight-driven marketing
plans and processes
Define opportunity:
Analytics review
Capability audit - Identify
improvements
Model lead targets
TOWs summary
Create strategy
Review ALL touchpoints to generate ideas
Map content to lifecycle communications
Create comprehensive communications model
Prioritise actions
Define recommendations
Identify quick wins into
90-day plans
Longer-term improvements
Smart Insights Digital Strategy and planning toolkit
33. 33
Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
Check out www.smartinsights.com in July
for our free Marketing Careers workbook and the IDM Skills Census
Hinweis der Redaktion
An example of automated real-time personalised messaging on Smart Insights