This is my slide deck for the 4th Annual Digital Marketing Conference which I've been pleased to talk at several times. There are 20 tips mainly around examples of increasing conversion through site design tweaks and the analytics to review these. I've also also a few search and email tips.
Digital marketing tips and tricks : Dave Chaffey Smart Insights
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Defining the best KPIs for Ecommerce
Ecommera have recently published a useful piece of research reviewing the key issues in 2010 for Internet retail strategy which is part of their new Trading Intelligence Quarterly report. Here's my summary of the stand-out charts.
They have also added a new post on 4 key ecommerce KPIs based around profitability (no longer available)
Their survey of 100 UK Ecommerce directors was completed during April 2010.
2011 E-retail strategic challenges
Looking at the chart below, it's reassuring to see that social media isn't one of the major concerns and more fundamental issues like growing the online business through customer acquisition and retention strategies are more important. Acquisition is seen as more of a challenge or priority than retention which is often a misplaced priority in my experience
It's a surprise that analytics and conversion optimisation is seen as a relatively minor concern, with driving traffic and…
Being partly fascinated by infographs at the moment, I thought I'd share this one that has always intrigued me. It's also a great example of how to create a viral effect in a B2B market by producing something exceptionally useful and shareworthy - you can see how effective it has been as a viral agent - it's been around as a couple of years.
This infograph terrifies me for two simple reasons:
Naturally, all I (we) ever hear people talk about are the big 4: Facebook, Twitter, You Tube and LinkedIn - and though this appears common sense it struck me that looking at that infograph we're not even skimming the surface of the reach we could have based on where relevant conversations and interactions are taking place - and those big 4 are also starting to get busy - imagine 18 months…
My May 2010 Powerpoint presentation for students taking the IDM Diploma in Digital Marketing.
It covers 10 key issues to consider when developing a digital strategy
Step 1. Set SMART Goals and setup analytics
Step 2. Define strategy
Step 3. Review current performance
Step 4. Define target markets
Step 5. Engaging OVP
Step 6. Visibility and traffic
Step 7. Digital channel integration
Step 8. Improve your site's efficiency and effectiveness
Step 9. Customer E-communications
Step 10. Channel governance
IDM Internet Marketing Strategy
View more presentations from Dave Chaffey.
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We hope you like the look and feel of our new site, updated today! I'm really pleased with it, but it's your view that counts. So please tell us what you think we may have got right or wrong via the Kampyle feedback button or contact us and then we will make more tweaks.
We'd like to thank the hundreds of visitors have given feedback since we soft-launched the site in February - as outlined later in this post we have taken a lot of what you have said on board.
I'd also like to personally thank our expert digital marketing commentators who have contributed some fantastic, most popular, most useful posts on the site. Your efforts in sharing your expertise are really appreciated.
Thanks, Dave Chaffey
What's New? We're moving from a blog to…
Many of the most successful digital marketers have a background in direct marketing. I think this is because they're very comfortable with using a structured approach of Test, Learn, Refine to get the most from their campaigns. They're also good at modelling campaign performance from customer demand to response rates and campaign costs to make sure they get positive ROI (See my Emarketing Planning Spreadsheets on my old site for free tools to help here).
Of course, many marketers looking to use the Internet don't have this background, so appreciating the principles direct marketing is useful to prompt different thinking about digital marketing.
I was chatting with Dan Croxen-John, the CEO of Applied Web Analytics and we thought it would be useful to talk through what online marketers can learn from traditional DM approaches. Watch out for Dan's Top #3 mistakes to avoid.
Dan is the CEO of Applied Web…
Steve Woods is suggesting that may be the case for companies that use a consultative approach to sales and marketing, and that changes to your digital marketing hold the answer.
He suggests that with the advent of most new technologies there are two phases (my experience certainly supports something like this), the first is that the new technology is adopted in a similar way to the old technology causing lots of incremental improvements, and the second phase frames the problem in an entirely different way leading to sweeping innovation with the largely same tools in place.
The Impact For Sales & Marketing
In his eBook for Eloqua, a company that he co-founded, Woods"€™ takes a very B2B bias approach (though this is very relevant to B2C products and services too) and suggests that technologies that have become common place in marketing - search, email, web, blogs, and video - have created…
Digital marketing strategy essentials are our weekly round-up of the best advice from Smart Insights and around the web focused on developing strategies to succeed online.
Sign-up to our enewsletter if you'd like a reminder through the updates each Friday.
Our recommendations on latest developments from week starting 30th August 2010
A tool for integrating your strategy
Value: [rating=4]
Commentary: Dave Chaffey presents a simple method of showing strategic integration and providing a one pager summary of your digital strategy.
Implication: If you feel that having a strategy is important to connect objectives with digital marketing tactics, then this model will help you do it efficiently and (more importantly) help you communicate it with others.
Formulate a content strategy in 10 easy steps
Value: [rating=4]
Commentary: More are realising that a strategic approach to content is…
Search marketing essentials is our weekly round-up of what really matters in search marketing if you're a marketer or digital marketing specialist. Since Google is dominant in search in most markets, we focus on the changes made by Google to it's search experience and the implications for SEO and Paid Search.
Unlike the portals specialising in SEO and PPC we will only select posts from around the web which are "must-read" for marketers managing search, but also responsible for other areas of marketing. Of course, if you are a busy search specialist, aren't they all, we hope you find our updates useful.
Sign-up to our enewsletter if you'd like a reminder of the updates each Friday.
Our recommendations on Search Engine Marketing practice for week starting 30th August 2010
Google Paid Search : Viewing Impression share…
Learning from how other companies have adopted and managed Ebusiness and digital marketing is a must for students and professional E-business experts.
This is a compilation of case studies to act as an update to Dave Chaffey's books. Here is a full listing of the most recent digital marketing case studies on this site.
New case studies added since last edition of books
Crowdsourcing example Penguin Books Spinebreakers
Intranet case studies
Example Intranet case studies 2009 From .au company Step Two Design Awards
Ecommerce strategy case studies for large organisations
Ecommerce strategy case studies - My collection of Ecommerce case studies including Amazon, Dell, eBay Facebook, Google
The Times business case studies These are general business case studies but for some Ebusinesses such as ASOS. A Search on "Internet" will narrow them down.
Social Media Case Studies
UK retail brand using Facebook and Twitter
Facebook case studies Ten examples of…
