DIGITAL MARKETING STRATEGY GUIDE

Transcription

1 DIGITAL MARKETING STRATEGY GUIDE Your companion to creating or updating your online channel Authors: Dr Dave Chaffey and Danyl Bosomworth

2 Digital Marketing Strategy Seven Steps to Success Guide Contents 04 Introduction Convincing others you need a Step 2 Understand s 40 Step 4 Strategy: 47 Step 5 Strategy: 56 Step 6 Strategy: Getting New Customers 72 Step 7 Strategy: Keeping engaged and Keeping

3 About our 7 Steps digital marketing guides How will the guides help me? pressure to get results, so they re written to help you do just that. They take you through the ques- Improve results Review your current approach Apply analytics Learn best practice. Strategy recommendations and practical tips highlighted throughout. Who are the guides written for? or campaigns like search, or social media marketing. This is how our guides are designed to Company owners and marketing managers can invest in the approaches that matter. We help you set goals and put in place a system to Digital marketing and Ecommerce managers Digital marketing specialists you review and improve your approach. Consultants and agencies. Many consultants and agencies use our guides to check and Guide features Colour-coded, key recommendations and Tell us what you think [email protected] Keeping 3

4 Introduction Convincing others you need a at all. Just Do It Well, we ve seen many companies, large and small who get this wrong. Rather than, coherent plan. Strategy Recommendation 1 Strategy Recommendation 2 Although you need a separate digital plan to help you create a it s important to Keeping 4

5 plan: Our top 10 reasons why you DO need a digital 1. You re directionless. don t have goals you likely don t put enough resources to reach the goals and you don t evaluate through analytics whether you re achieving those goals. 2. You won t know your online market share. 3. Existing and start-up competitors will gain market share enough resources to digital marketing or you re using an ad-hoc approach with no clearly 4. You don t have a powerful online value proposition 5. You don t know your online well enough. points and then address them. 6. You re not integrated. silos, whether that s a specialist digital marketer, sitting in IT or a separate digital agency. traditional media and response channels. 7. Digital doesn t have enough people/budget given its importance. 8. You re wasting money and time through duplication. 9. You re not agile enough to catchup or stay ahead. approaches to gain or keep their online audiences. 10 You re not optimising senior managers don t ensure that their teams make or have the time to review and act Keeping 5

6 and social media marketing. What is a digital marketing? Strategy Recommendation 3 Digital marketing Ecommerce online sales Ebusiness on improving internal processes and integrating with channel partners Multichannel marketing catalogue phone sales. just another channel to market services and content. Digital marketing a channel. This means that you should: Understand the channel. Set objectives for channel contribution Identify and prioritise target audiences. As with traditional marketing, targeting the right Encourage usage of the channel Create propositions to emphasise the differences online channels and other channels. Support integration between channels. Although you want to emphasise the Keeping 6

7 Review how competitors use the channel. Understand their targeting and propositions, Develop channel partners Best Practice Tip 1 proposition apply. What should go into a digital? Strategy Recommendation 4 Keeping 7

8 Using this digital marketing guide with other resources Recommended Resource Digital marketing toolkit template Use the Digital marketing toolkit Keeping 8

9 Step 1 Q. create your. digital marketing implementing it. interact with them. Strategy Recommendation 5 SOSTAC Using SOSTAC to create and manage a Q. SOSTAC through to create and manage your plan. 1 SOSTAC SOSTAC Emarketing Excellence Keeping 9

10 Strategy Recommendation 6 1 Best Practice Tip 2 planning to help develop digital marketing are: 1. Situation Analysis means where are we now? Planning activities involved as this 2. Objectives means where do we want to be? setting in Step Strategy means how do we get there? segmentation, targeting, proposition development. We cover and tactics in steps 4 to This includes 5. Actions refers to action plans, change management and project management skills in this guide. 6. Control looks at keeping plans on track against target SOSTAC Keeping 10

11 1 Keeping 11

12 The Smart Insights digital marketing toolkit contains a one page SOSTAC Word template company, Perfect Lawn channel 1 You can then move on to a more in-depth templates to prepare a Integrating the different parts of digital Q. Our digital marketing aligns with business?. Keeping 12

13 to strategies and KPIs: 1. Acquisition objective. Acquire 50,000 new online Strategies to achieve goals - 1 this on pay-per-click and display average cost per 30 with an average strategic keywords ranked search results page 2. Acquisition (or Direct marketing campaign conversion) objective. natural migration coupled with using direct mail, phone to using payment services and direct marketing campaign prompts and online persuasion incentive to encourage change actively using online services communications registering within 3 years 3. Conversion objective. Increase the online sales to 42 per AOV system to show users related product categories merchandising / cross-selling messages customer 4. Conversion Model showing separate Variations in conversion rates objective. Increase site on strategies shown on the right competitive pricing AB and multivariate landing pages pay-per-click programme 5. Retention objective. Increase annual repeat new customer to encourage repeat purchases via . discount voucher Increased conversion rate programme second purchase discount campaigns Keeping 13

14 Strategies to achieve goals - 6. Growth objective. Increase new prospects and recommendation Response rate to direct mail campaign per annum programme 1 The Smart Insights digital marketing toolkit contains a one then use these headers. Don t get drawn into the details at this stage. That s the tactics. approach only, not the detail. Key components of digital Keeping 14

15 Word Strategy planning template The Smart Insights digital marketing toolkit contains a Word Strategy planning template. This is a simple template using the SOSTAC planning headings and prompts to help you 1 A. and segmentation A company s online have different demographic characteristics, needs and lifecycle and behavioural personalisation. B. Positioning the customer sees immediately when they interact with you online. C. and the marketing mix through varying the 4Ps online through Product, Price, Promotion and Place and how can you add value through service. And don t forget what PR Smith calls the Eighth P of Partnering Particularly if you sell online, you will want to explain how you will modify the marketing mix. Product. Can you offer a different product range online. How can you add value to products through additional content or online services? Price. Review your pricing and consider differential pricing for online products or services. Place. Identify your online distribution issues and challenges. Should you create new intermediaries or portals or partner with existing sites? Promotion. Discuss the problems and opportunities of the online communications mix. Keeping 15

16 These will be detailed in the acquisition and retention communications strategies. Review approaches for online promotions and merchandising to increase sales. You may want to include exclusive promotions to support the growth of different digital channels, i.e. , mobile, Facebook, Twitter. People Processes. List the components of process and understand the need to integrate them into a system. Physical evidence. Identify the digital components that give evidence to of your credibility such as awards and testimonials Partners. The eighth P. So much of marketing today is based on strategic partnerships, marketing marriages and alliances that we have added this P in as a vital ingredient in today s marketing mix. D. Brand Gaining street cred online is now paramount to success, how and where are you going to do to engage with your brand, why will people interact and recommend, or not? How will you demonstrate credibility online E. Online representation or presence smartradar) helps you prioritise your online presence to reach and engage your audience. F. Content and engagement Ask which content will feature to gain initial interest, support the buying process (text and rich media product content and tools) and stickiness and to promote return visits (blogs to it to create quality content which helps you compete. All effective online companies see themselves as publishers! G. Digital channel acquisition communications Display advertising 1 Keeping 16

17 1 H. Digital channel conversion I. Digital channel retention communications J. Data what tools and value adds are you going to use? You might alternatively reference these in the conversion. Some of the practical implications here are covered in steps 6 and 7. How do you improve the quality of your customer data across channels to help increase the relevance of your messages through personalisation K. Integration How you integrate traditional and digital channels should run through every section of your since it s key to success. One way to structure this is to map customer journeys across channels as channel chains. L. Social media marketing We would argue that social media marketing is part of a broader customer engagement plus brand, acquisition, conversion and retention strategies, but many organisations are grappling with how they get value from this, so it may help to develop an overall social media marketing. M. Digital marketing governance In larger organisations how you manage digital marketing is a big challenge. Questions that the governance seeks to answer are how do we manage internal and external Keeping 17

18 resources through changes to structures and skills needed for digital and multichannel marketing. Benchmarking your capabilities compared to your competitors Q. Marketing capabilities scored and compared to competitors 1 Strategy Recommendation 7 the plan. 1. These are used Level 1. Unmanaged. Level 2. Managed. Level 4. Quantitatively Managed. Smart Insights Benchmarking Tools more investment in digital marketing. These are: Digital Marketing Healthcheck Digital marketing audit company in 6 key areas. More suited to larger organisations. Business case template Keeping 1 18

19 Step 2 Understand s Q. Marketplace reviewed for growth opportunities and threats Company online ecosystem and interacting with online audiences. 2 marketplace. This is important, since social media and PR and set investments at the right level. Paid search Display ads liate marketing Digital signage Atomisation of content into ads DIGITAL PROPERTIES Website(s) Blogs Mobile apps Social presence Owned media Paid media Earned media Paid placements PARTNER NETWORKS Publisher editorial uencer outreach Word-of-mouth Social networks are: 1. Paid media Keeping 19

20 2. Earned media 3. Owned media Q. Marketplace reviewed marketplace. Strategy Recommendation 8 Create a marketplace map to summarise your understanding 2 Keeping 20

21 th edition A. Our Always start with the customer, their characteristics, behaviours, needs and wants. Your Options for segmenting and targeting. You should apply your traditional segments, smarttargeting. Ideal Target search behaviours Keyphrase analysis 3 Keeping 21

22 Strategy Recommendation 9 audiences. customer journey. 3 th edition B. Our market Market description C. Our competitors Benchmark online marketing mix Benchmark digital communications channel See our Keeping 22

23 Customer use of online intermediaries. Social Legal - checking your online marketing activities comply with privacy and online trading Environment Political Technology on a SWOT. Create a digital channel SWOT A Customer acquisition and conversion and customer development since this helps Here s more detail on how we approach SWOT analysis on consulting projects. You ll want to created as new technologies are introduced. 3 Keeping 23

24 When creating a digital marketing plan, SWOT analysis is also an essential step. We think the site. Strategy Recommendation 10 also helps you create strategic options to help you compete. The Smart Insights digital marketing toolkit contains a with 3 So make sure your SWOT or SWOTs are: 4. Considers key digital marketing activities Best Practice Tip 3 Keeping 24

25 R: Reach. Reaching prospects and, and raising awareness on your site or other online presences to encourage site visits. A: Act. Achieving interaction and participation to achieve leads. C: Convert Engage B: Brand M: Multichannel. How the digital channel integrates with traditional channels. G: Governance 3 Best Practice Tip 4 coding applied). Keeping 25

26 3 Keeping 26

27 Step 3 1. Mid-long term vision organisation goals SMART objectives to give clear direction and commercial targets 4. Key performance indicators (KPIs) to check you are on track where you re going and when you hope to get there, you won t know your progress on the journey and so make adjustments when you go astray. Introducing the 5S goals for digital marketing Emarketing Excellence marketing. 5S: Sell Set goals to grow sales? Q. Sales goals set 3 Keeping 27

28 3 Q. Conversion model used to calculate realistic targets for goal volume Strategy Recommendation 11 Develop conversion models to set realistic online channel goals A conversion model helps set quantitative targets to hit. Use this spreadsheet we have developed to help set the right goals:. Q. Options to extend reach reviewed See: and. Keeping Review options to increase sales through conversion enhancements Q. Options to increase conversion rate possible 28

29 Q. Keeping incremental sales volume trending right is most important. You can use analytics or ecommerce sales systems to deliver this insight. Tracked goals through analytics Q. or online here 2. 3 Strategy Recommendation 12 Users switch channels during the purchase process, so make sure you set goals, 3 Keeping 2 Smart Insights: Set goals in Google Analytics 3 29

30 5S: Speak Set goals to get closer to Q. engage your audience. We say engage since we don t mean SHOUTING, we mean getting 3 Strategy Recommendation 13 Keeping 30

31 5S: Service Have we set goals to online customer service goals? Q. Are goals set for customer care, service and satisfaction? customer service. 3. Strategy Recommendation 14 prioritise and improve. 5S: Save Set cost-saving goals Q. Goals set around cost savings? can also show the value you gain through using online cost savings to reduce service costs and save on traditional media like print and post. channels. Keeping 31

32 5S: Sizzle Adding value to your brand online Q. Goals set for brand engagement and advocacy 3 Strategy Recommendation 6 You will also want to track positive and negative sentiment. Q. marketing channels? Keeping 32

33 Strategy recommendation 15 You will also want to track positive and negative sentiment. we ve already got a corporate mission statement that everyone why should we bother? It s too corporate and we re just a small business, we just get on with selling our products. 4 online channel as a whole and how online analytics will support it. you innovate and invest communicating that it s a strategic priority through a senior manager or director who is a Set top-level goals without going into detailed KPIs. these companies: Amazon.com Our vision is to be earth s most customer centric company; to build a place where people. Dell Dell listens to and delivers innovative technology and services they trust and value. ebay ebay pioneers communities built on commerce, sustained by trust, and inspired by opportunity. ebay brings together millions of people every day on a local, national and international basis through an array of websites that focus on commerce, payments and communications. 3 Keeping 4 Smart Insights: Dell case study 33

34 Facebook friends, family and coworkers. The company develops technologies that facilitate the social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment. Google Google s aim is to organize the world s information and make it universally accessible and useful. state. goal-setting guide. Some examples of vision statements for digital channels 5 3 Best Practice Tip 5 mission statements. Our digital channels will make it easy for shoppers to, compare and select products using a structured approach to merchandising and improving conversion to produce an experience rated as excellent by the majority of our. colleagues, e.g. Digital channels Find Compare and select = Using detailed product descriptions, rich media and ratings 5 Keeping 34

35 Merchandising and improving conversion Experience rated as excellent site channel integration. Best Practice Tip 6 colleagues Digital by default Digital First Digital DNA Checklist - creating your vision statement improvement framework for digital marketing Q. Strategy Recommendation 16 If you have $100 to make smart decisions on the web, invest $10 in tools, spend $90 on people. This is the 10/90 rule. 3 Keeping 35

36 Strategy Recommendation 17 Q. Q. Our KPIs are aligned to business success Q. The dependencies between KPIs is clear Q. Individuals are responsible for KPIs Q. Q. Our measurement framework includes the right effectiveness measures Q. Best Practice Tip 7 improve results. 3 critical fewmeasures that matter Measurable Actionable Relevant create and use these. Keeping 36

37 Stage 1 Reach Stage 2 Act Stage 3 Convert Stage 4 Engage Build customer relationships through time to achieve retention goals Best Practice Tip 8 Metric Reach audience Action and Leads Convert to Sale Engage to Retain & Grow 3 Tracking metrics Digital specialists) Unique visitors New visitors Visits Conversation volume Online opportunity Online sales volume quality Transactions drivers Digital managers) compared to competitors Brand / direct visits Bounce rate and duration measures Macro-conversion rate to opportunity and micro-conversion Conversion rate to Sale Active active) Active social Repeat conversion rate Customer Centric KPIs Brand and Product managers) Business Value KPIs Business managers) Cost per Click and per Sale Brand awareness Conversation Audience share conversations Cost per Opportunity Customer Goal value per visit Online product requests Cost per Sale Revenue per visit Online originated sales Customer ty Customer advocacy Products per customer Retained sales growth and volume Revenue per s sent Keeping 37

38 The Smart Insights digital marketing toolkit contains a the reports in Google Analytics. Stage 1 Reach Unique visitors Audience share. Revenue or goal value per visit revenue per visit. 3 Stage 2 Act when they enter your site. KPIs include: Bounce rate. engaging visitors. Pages per visit Product page conversion Stage 3 Convert Conversion rates Sales transactions Revenue and margin Keeping 38

39 Stage 4 Engage. Build customer relationships through time to achieve retention goals. have to derive these through your sales systems. KPIs include: % returning visitors % active hurdle rates Repeat conversion rate Best Practice Tip 9 3 Keeping 39

40 Step 4 Strategy: Q. communications you re dead in the water. your audience: A Overall targeting approaches - strategic segmentation A Set strategic segmentation Q. segmentation. 4 Strategic segmentation to target Q.. Keeping 40

41 to target 4 Best Practice Tip 10 Q. Options to reach new markets and audiences reviewed? to sell into new markets through online channels. These could involve taking advantage - Strategy Recommendation 18 audiences and new markets micro-targeting Keeping 41

42 RS Components Common online targeting priorities. An insurance company Customers that are brand-. Customers that are not brand-. Conversely, incentives, promotion and a good Larger companies (B2B) Smaller companies (B2B). Large companies are traditionally serviced through sales. Again, the site can provide detailed ing. 4 Keeping Tactical segmentation methods review Q. Tactical segmentation reviewed? 42

43 one other segmentation method to consider is psychographic segmentation. In plain considered approach involving many visits over a longer time period. your customer knowledge. Since we are looking to learn more through time, we need a common.. Best Practice Tip 11 B Owned media targeting options Q. Owned media targeting options reviewed Q. 4 Keeping 43

44 more customer-centric. Strategy Recommendation 19 visitor. In short, it makes pages more customer-centric. smartpersonas site users. Personas toolkit See our Personas toolkit showing key issues to consider when creating personas and with Q. Best Practice Tip 12 using marketing Q. populated. 2. Customer value (current and ). 3. Customer lifecycle groups. 4. Customer behaviour in response and purchase (observed and predicted). 4 Keeping 44

45 6. Customer personas including psychographics. Best Practice Tip 13 4 C Paid media targeting options Q. - using search marketing Q. Search marketing targeting approach reviewed At a level, the most important thing to get right is investing time in targeting the are covered in more detail in our guides on paid and natural search marketing and a later on third-party sites. using display advertising Q. Opportunities for reaching audience through display advertising reviewed sites or reaching a mass-market audience through larger sites. Many companies don t invest Keeping 45

46 D Earned media targeting options Q. targeting. Here we are looking to deliver a message to our audience though editorial Strategy Recommendation 20 earned media. 4 Keeping 46

47 Step 5 Strategy: Q. Are we continuously reviewing our digital channel proposition and how we communicate it? new and many consumers are still switching to use them there are two issues to consider when developing your proposition. products and services relative to competitors. Strategy Recommendation 21 messaging. Communicating the core features of your brand Q. Have we reviewed how effectively we communicate the core features of our brand online communications. 5 Strategy Recommendation 22 What makes you Keeping 47

48 1. Who you are? Clear brand names and idents 2. What you offer? Clear products and services 3. Who your offer appeals to? 4. Where you offer it? 5. What makes you different? since it is a less well known provider in its sector. 6 : Best Practice Tip 14 messages aimed at increasing conversion. 5 Keeping 6 48

49 Differentiate! Strategy Recommendation 23 5 SourceBetter Branding Quarterly. Issue 4 Adding value to your brand online Q. Have we reviewed our online value proposition for different online platforms? Keeping 49

50 proposition, so it s essential to think this through clearly. Online value proposition Strategy Recommendation 24 Service OVP Our shows how to review your key customer Q. We have reviewed our content marketing developing a content marketing. 7 Strategy Recommendation Keeping 7 Smart Insights: 7 Steps Content marketing guide 50

51 Content marketing 7 Steps Guide Use our content marketing guide Q. We ve reviewed our content marketing to give you an edge. Best Practice Tip 15 5 Keeping 51

52 Personality Not Included stresses the Strategy Recommendation 26 the unique, authentic, and talkable soul of your brand that people can get passionate about He goes onto say: Personality is not just about what you stand for, but how you choose to communicate it. It is of your brand in the new social media era Convince and Convert Best Practice Tip 16 is key. 8 that online startups you should answer these questions: 1. What s the one thing your product will do 5 Keeping 8 Beta Shop 52

53 2. What s the one thing that your startup will do and do better than everyone else 3. What s the one thing your brand will represent things The answer to all 4 of those questions should be exactly the same. And that s your one thing Twitter: Share short updates Instagram: Share pretty photos Groupon: One great local deal per day The original Google: Algorithmic search Options for mixing-up your marketing mix for online channels Processes and Physical evidence. two steps). 5 Keeping 53

54 Q. Product options of marketing mix for digital channels reviewed? Product range Product partners Extended product - can we add value - this is the online value proposition we have New digital versions or service components of products New revenue sources from new services advertising as an additional revenue source. Bundling products encourage purchase. Customised products Q. Pricing options of marketing mix for digital channels reviewed? The main issues to review here are: New payment models. Most relevant to digital products, options include pay per view, Dynamic pricing Price discovery channels. Auction pricing models Aggregated buying Q. Place options of marketing mix for digital channels reviewed? Online direct sales channel. A company that has not previously sold direct can sell 5 Keeping 54

55 Increasing sales to international markets New direct sales partner distribution channels Use of online marketplaces. Nokia trialled the online direct sales channel model, Virtual organisations companies that are physically separate. Multichannel propositions is a ROPO model that we discussed earlier in this guide in the section on goal setting. Q. Service options of marketing mix for digital channels reviewed? Pre-sales web service sales - the areas are now less distinct.. Post-sales web self-service (own site). Intermediary site customer service Website feedback Social network service smartlistening. 5 Keeping 55

56 Step 6 Strategy: Getting New Customers how to develop online and multichannel propositions to engage and sell to them.. seven step series like display advertising, search marketing, social media marketing and a site or social presence and then look at converting the visitor to the outcome you seek. Set acquisition goals Q. Do we have visibility of actual against target performance in support of our business goals? you can t manage what you can t measure The KPIs and their impact on marketing or sales conversions, including lead generation. Try to map out how KPIs impact on this. ecommera recommend you use this approach - we think 6 Keeping 56

57 9 Multichannel analysis 10 to understand your customer journeys. Strategy Recommendation 27 channels and keywords correctly it s so important. Q. Strategy Recommendation 28 compare media. Cost per acquisition other outcomes such as cost per quote or lead. 6 Best Practice Tip 17 approaches Keeping. 10 An introduction to Google Analytics multichannel Social Reports 57

58 Q. Appropriate mix of digital media channels reviewed in the past or others in your sector. This shows what your have responded to. Try Best Practice Tip 18 Q. Balance of time and money spend on different media types right? Media type Challenges Strategies KPIs Paid media Cut-through Cost Short-term returns Needs to integrate with owned demand-generation earned media Volume audience share Quality: Conversion rate and site engagement Value: CPC. CPA, revenue per visit, LTV 6 Keeping 58

59 Media type Challenges Strategies KPIs Owned media Potential lower content) at low cost Longer-term cut-through Cut-through Cost Short-term returns Needs to integrate with owned marketing to create continuous targeted demand Tactical campaigns engagement Value per content unit media Gain additional reach over search and media guides viral marketing Negative mentions and hijacking Potential cost- can require paid media investment Listening and response required Investment in an viral campaigns integrated with paid and earned media Conversation volume conversation Conversation polarity Q. changes it s algorithms 11 6 Keeping Smart Insights: Marketing 59

60 Best Practice Tip 19 Q. Attribution models and conversion models applied search or display ad. 6 Keeping 60

61 awareness and stimulating sale at a later point in time. Q. Success factors for main media channels reviewed and prioritised 6 Search and social media marketing guides Google Adwords Paid Search 7 Steps Guide Social media marketing 7 Steps Guide Keeping 61

62 Strategy Recommendation 29 Q. Search marketing acquisition reviewed? Q. SEO acquisition reviewed? Keyphrase research and targeting Universal or blended search (images, videos, maps, product content) Internal linking and site structure Social media optimisation (integration with SEO and online PR) Q. Adwords acquisition reviewed? Keyphrase targeting - gap analysis with Google Analytics Quality score review Campaign structure Match type review including balance between broad and negatives Excluding or harnessing the Google Display Network (GDN) Q. Social media acquisition reviewed? site 6 Keeping 62

63 Q. Online PR acquisition reviewed? Reputation management and social listening Q. Partner marketing acquisition reviewed? Q. Display advertising acquisition reviewed? Creative quality Q. marketing acquisition reviewed? Working more with partners Strategy Recommendation 30 human TV stations and magazines 6 Keeping 63

64 plus personal invites to events. to develop any other way. 6 Keeping 64

65 Making your conversion more effective Q. Conversion effectiveness reviewed 12 conversion. Q. before you plan your campaigns since these devices Permission marketing Permission marketing to get permission. Permission marketing stage 2 in this process: 6 Keeping 12 and 7 Steps to landing page success 65

66 Videos Content download Strategy Recommendation 31 Review engagement and lead-generation devices 6 Keeping 66

67 Q. Conversion model used to calculate realistic targets for goal volume Strategy Recommendation 32 Develop conversion models to set realistic online channel goals improvements necessary to succeed. A conversion model helps set quantitative targets to hit. Use this spreadsheet we have developed to help set the right goals:. to set these up. Understand your conversion drivers (and barriers) Q. Loyalty drivers understood? Strategy Recommendation 33 6 Keeping 67

68 Developing a conversion rate optimisation psychology, and the company s position in the marketplace, including its core strengths and 13, though a head-line conversion may look Best Practice Tip 20. routed through your site controller landing your planes on the right runway according to their origin and then routing Strategy Recommendation 34 6 Keeping 13 Read this post on Advanced Segment options in Google Analytics to see how you can 68

69 AB testing original page. Best Practice Tip 21 landing pages also. provides a great summary. increased conversion. Source: PRWD 14 Strategy Recommendation 35 4Q Survey 6 Keeping 14 69

70 Best Practice Tip 22 Using services such as Uservoice and Ideascale you can gain ideas and ratings on new product and service ideas. and. Use your analytics system to identify broken customer journeys operational issues like content and campaigns rather than optimisation. Strategy Recommendation 36 rans. 6 Keeping 70

71 you might think, as marketing managers working within the TUI Travel Group at com perspective, knowing that people who completed 3 lead types are worth 50 changes Management is immediately empowered to enter in to healthy and relevant discussion 6 Keeping 71

72 Step 7 Strategy: Keeping engaged and Great experience Great communications shared. Great community community Great connections Great value. Value through great deals, great product and great content. step you through the decisions you need to make to work towards long-term relationships Understand current levels of online brand engagement Marketing s New Key Metric Instead engagement really social networks or in or traditional direct communications. 7 Keeping 72

73 Strategy Recommendation 37 Review engagement and use it to drive retention important to do to enhance engagement. Using engagement, you get a more holistic appreciation of your actions, recognizing that value comes not just from transactions but also from actions people take become conversations, and dollars will shift from media buying to customer understanding which works well. Customer engagement Repeated interactions that strengthen the emotional, psychological or physical investment 15 : The two key words here are repeated and investment. A simple focus on maximising conversions can, in some circumstances, decrease the likelihood of repeat conversions. You might buy something from him but what is the likelihood that you will repeat that purchase, or recommend his services to a friend? Customer engagement places the strategic emphasis on the creation of valuable relationships and encourages both parties to see mutual advantage in that relationship. the best of digital and traditional media. I see the ability to effective blend media in its type, years. networks. 1. Involvement viewed. 2. Interaction marketing programmes as discussed later in this chapter are important here] 3. Intimacy 4. 7 Keeping 15 73

74 Set goals to improve engagement Using hurdle rates to assess and set goals Q. Hurdle rates used to assess and set goals for customer engagement? Hurdle rate activity, they have jumped over the hurdle target you set. marketing activities. You can then set targets to use communications to encourage more marketing click in a 6 month period. marketing have clicked within a 6 month period. Social media and community you could calculate average clickthrough rates across a month in Twitter to see how Banking etc. Intranet or communities Retail 16. Understand your ty drivers (and barriers) Q. Loyalty drivers understood? 7 Keeping

75 Strategy Recommendation 38 interaction. Once you understand the ty drivers you can work to knock down the Note: Touch includes social network interactions. is, very important to achieving repeat purchases how many online sites have you continued 7 Keeping 75

76 repeated site visits, social interactions and response to marketing campaigns. To achieve these repeat sales, companies work hard to deliver relevant marketing communications Product performance. 3. Post sale service and support. 7 Keeping 76

77 purchase history then there s the potential to re-market and so re-engage with someone much more easily, since you can really speak to them. How this is done is dependent on Our Asking what they think Q. Customer feedback obtained regularly? 17. Here are some ideas: On site survey tools tant to learn what people are interested in and why people are losing interest and leaving. surveys- Ask during key processes 7 Keeping 17 Smart Insights: c 77

78 - Encouraging online brand engagement 18. permission) and so re-connect. Layer on segmented communications to such solid mind. What will encourage site visitors and to visit our website or social network community again in Value This is more important than the push comms, ask how your site can add real value to help Regular features Exclusive deals. Likewise it s merchandising 101, make your audience on a channel keep them regular. Different content offers and formats Community. People like to hang-out, share ideas, so make sure you emphasise the Push communications 7 Keeping quality content 78

79 marketing Social channels Display advertising: Remarketing is good at reminding previous site visitors to go through to the site Traditional communications Encouraging customer advocacy As you develop your retention communications think how you can encourage and reward ty and sharing. previous steps, to make them more practical to apply to retention marketing. Permission marketing E-permission marketing Opt-in Opt-out Targeted communications Selective opt-in Selective opt-out Sense & Respond 1. Offer selective opt-in to communications countries. 7 Keeping 79

80 Best Practice Tip centre. A structured approach to customer data capture is needed otherwise key data is 3. Don t make opt-out too easy (selective opt-out) the user to keep their contact details up-to-date. Take care though since opt-out is a legal 4. Watch don t ask use Sense and Respond. The need to ask interruptive 7 Keeping 80

81 tailored communication or a phone call. new product launch which encourages click through to a landing page then they have two marketing. Strategy Recommendation 39 Update your ecommunications to manage sustained content sharing and dialogue content. But there is also a need to encourage conversation and dialogue to maintain interest and sharing. Create a content hub Q. Content hub created? a place where interaction or engagement with your content and your brand can take place your content marketing. marketing and interact with it. It should integrate with your other content. 7 Keeping 81

82 Your online news section A resource centre which originally used Strategy Recommendation 40 participate. our content marketing 7 Steps guide Create core content marketing resources 6. Create and update your editorial calendar 7. Communicate your content marketing proposition 7 Keeping 19 Smart Insights: Content marketing guide 82

83 Review social media engagement Q. Social media engagement reviewed The ecommunications is closely-related to the content and social media marketing. Read our detailed guide on social media marketing. contact us. Thanks. 7 Keeping 83

84 7 Keeping 84