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1 Integrated Marketing 2014 Improving your capabilities Dr Dave Chaffey SmartInsights.com 1

2 About Dave Chaffey About Dave Chaffey Author of 5 bestselling marketing books now working on 6 th editions Editor at SmartInsights.com a freemium marketing advice site with 60,000 Basic members and Expert members in over 50 countries And Free Basic member downloads: Insights Director at search conversion agency ClickThrough Marketing 2

3 Is your marketing efficient AND effective? Efficiency=Tactics: Doing the thing right Maximising delivery Maximising opens/clicks Mobile platforms Legal compliance Effectiveness=Strategy: Doing the right thing Supporting business objectives Leads, Sales, ROI Relevance through content, targeting and timing 3

4 Applying Capability Maturity Models (CMM) for Software Development Source: SQAJI 4

5 Your marketing journey? Presented by Grant Baillie of Argos at marketing conference, with permission 5

6 marketing capabilities 1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising A. capabilities and evaluation Simple ESP Response tracking + Regular report of opens/clicks + Beyond the click tracking + Segment tracking + Value reporting + Hurdle rates and activity levels + Response data > CRM system/warehous e B. List quality Not managed List-building options increased C. Targeting (Relevance) D. Proposition and communications strategy E. Creative and templates None: Pray and Spray Newsletter and Eblasts + Simple headers + Demographics + Increased frequency + Multiple template + List quality improved + Basic triggers + Content marketing integration + Dynamic content F. Delivery Not reviewed + Reported + Reported by ESP G. Optimisation None Experiments with different offers/subjects Structured offer/subject testing + Reactivation and removal + Full lifecycle sequences + Social integration + video review + mobile optimised + Feedback loops and delivery service + Layout reviews + AB testing + Preference centres + Additional sequences added + Optimised frequency + Advanced techniques + Continuous monitoring + Multivariate testing 6

7 Integrated Marketing 2014 A. MARKETING EVALUATION 7

8 How do you evaluate your marketing? 1. Campaign open, click, delivery rate? 2. Value of leads and sales? 3. Long-term subscriber engagement? 1. Hurdle rates of % active response and purchase 2. RFM: Recency, Frequency of response and purchase 3. At position in lifecycle 4. By segment 5. By offer / type 8

9 Measuring list activity engagement / disengagement These hurdle rates are for whole list. Repeat: TIP: Measure the overall By segment health of your list through activity / inactivity levels By product categories purchased over time Measure Period Number of Subscribers % of list total Never Open All time 48, % Last 6 Months 168, % Never Click All time 96, % Last 6 Months 144, % Never Bought All time 48, % Last 6 Months 192, % Never Bought Online All time 96, % Last 6 Months 216, % 9

10 Integrated Marketing 2014 B. LIST QUALITY 10

11 List quality matters! Profile % affects targeting Disclosed preferences Inferred click preferences S&R example % inactives affects deliverability % list growth needs to be worked on 11

12 1: 45% Open 8.4% CTR 2: 38% Open 3.5% CTR Intent follow-up click on Category 12

13 An example of list growth Source: Tim Watson 13

14 Using SMS to encourage subscriptions Source: Tim Watson 14

15 Integrated Marketing 2014 C. TARGETING AND RELEVANCE 15

16 Q. Which targeting factors give best response? Targeting variable most predictive of response 16 16

17 Tip create a layered segmentation - an example from ebay Source: Smart Insights 17

18 Customer value-based targeting 18

19 Add social data to increase relevance Source: Latest data - Smart Insights 19

20 Example Birthday + Social Data 20

21 Integrated Marketing 2014 D. COMMUNICATIONS STRATEGY 21

22 frequency segmentation Source: UK DMA Marketing Benchmark 22

23 Why send more s? 23

24 Starting with a welcome! 24

25 How sophisticated is your Marketing Automation? 25

26 Build in social sharing into contact strategies Source: Teradataa / ecircle case study

27 easyjet get the Sell : Inform : Entertain balance right with Inspire Me

28 28

29 Criteria? Rev/visit Demand+ lead gen Amplify Brand fit SEO Longevity Authority/Thought Leadership Individual pain points? Repurposeability Risk/reward Apply the Content marketing matrix to your marketing 29

30 Which content gets shared? 30

31 % Mobile operating system adoption Location: Published / Surveyed: Sample: Source: Worldwide February 2014 Collected from 290 million opens Litmus Original source: Litmus blog 31

32 Integrated Marketing 2014 E. CREATIVE AND TEMPLATES 32

33 % opens across desktop and mobile New Location: Published / Surveyed: Sample: Source: Worldwide February 2014 Collected from 290 million opens Litmus Original source: Litmus blog 33

34 Lovely Litmus Responsive B2B mail 34

35 CXM for ? Source: Lyris Holiday Look Book 35

36 Source: Lyris Holiday Look Book 36

37 Video in s? Video in marketing techniques Source: Lyris Holiday Look Book 37

38 38

39 Integrated Marketing 2014 F. DELIVERY 39

40 The impact of Gmail s new Tabbed inbox? Source: Return Path 40

41 Integrated Marketing 2014 F. OPTIMIZATION 41

42 Test version A Send Volume: 10,000 Sample criteria: Random Click through rate: 6.1% Source: Test version B Send Volume: 10,000 Sample criteria: Random Click through rate: 4.5% Main Broadcast Send Volume: 180,000 Click through rate: 5.8% 42

43 MVT testing! Source: Philips presenting on PlantoEngage.com webinar 43

44 Using event-triggered s Marketing Automation / Re-marketing example 1. Generic branded follow-up +10% conversion rate. 2. Personalised remarketing with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. 3. Personalised remarketing with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: Smart Insights: re-marketing 44

45 marketing capabilities 1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising A. capabilities and evaluation Simple ESP Response tracking + Regular report of opens/clicks + Beyond the click tracking + Segment tracking + Value reporting + Hurdle rates and activity levels + Response data > CRM system/warehous e B. List quality Not managed List-building options increased C. Targeting (Relevance) D. Proposition and communications strategy E. Creative and templates None: Pray and Spray Newsletter and Eblasts + Simple headers + Demographics + Increased frequency + Multiple template + List quality improved + Basic triggers + Content marketing integration + Dynamic content F. Delivery Not reviewed + Reported + Reported by ESP G. Optimisation None Experiments with different offers/subjects Structured offer/subject testing + Reactivation and removal + Full lifecycle sequences + Social integration + video review + mobile optimised + Feedback loops and delivery service + Layout reviews + AB testing + Preference centres + Additional sequences added + Optimised frequency + Advanced techniques + Continuous monitoring + Multivariate testing 45

46 Let s Connect! Questions & discussion welcome SmartInsights.com:: Plan Manage Optimize uk.linkedin.com/in/davechaffey Free, Basic member tools Managing Digital Marketing 2014 report Sample planning templates Planning infographics Premium, Expert member learning 7 Step Guides to all digital marketing Online courses DIY Planning and optimisation templates in Word, Excel and Powerpoint 46

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