7 steps to digital marketing strategy

Page 1

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


Understanding your ecosystem

Seven Steps to Success Guide

Managing digital strategy

Digital Marketing Strategy

Contents future

04 Introduction Convincing others you need a strategy 09

47 Step 5 Strategy: Proposition

72 Step 7 Strategy: Keeping customers engaged and loyal

Getting new customers

56 Step 6 Strategy: Getting New Customers

Proposition

40 Step 4 Strategy: Targeting

Targeting

19 Step 2 Understand your ecosystems

Keeping customers loyal

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


About our 7 Steps digital marketing guides How will the guides help me? Managing digital strategy

pressure to get results, so they’re written to help you do just that. They take you through the ques-

Improve results Apply analytics Learn best practice. Strategy recommendations and practical tips highlighted throughout.

Who are the guides written for?

future

or campaigns like search, email or social media marketing. This is how our guides are designed to

Understanding your ecosystem

Review your current approach

Company owners and marketing managers can invest in the approaches that matter. We help you set goals and put in place a system to Targeting

Digital marketing and Ecommerce managers

Digital marketing specialists you review and improve your approach. Proposition

Consultants and agencies. Many consultants and agencies use our guides to check and

Guide features

, key strategy recommendations and

email: support@smartinsights.com

7 Steps to Digital Marketing Strategy 3

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Tell us what you think

Getting new customers

Colour-coded


Introduction Convincing others you need a strategy Managing digital strategy Understanding your ecosystem

strategy at all.

future Targeting

Just Do It Well, we’ve seen many companies, large and small who get this wrong. Rather than strategy,

7 Steps to Digital Marketing Strategy 4

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Strategy Recommendation 2 Although you need a separate digital plan to help you create a strategy it’s important to

Getting new customers

Strategy Recommendation 1

Proposition

coherent plan.


Our top 10 reasons why you DO need a digital strategy

Managing digital strategy

plan:

1. You’re directionless. Understanding your ecosystem

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.

future

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

Targeting

4. You don’t have a powerful online value proposition

5. You don’t know your online customers well enough.

6. You’re not integrated. silos, whether that’s a specialist digital marketer, sitting in IT or a separate digital agency.

7. Digital doesn’t have enough people/budget given its importance.

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 7 Steps to Digital Marketing Strategy 5

© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

8. You’re wasting money and time through duplication.

Getting new customers

traditional media and response channels.

Proposition

points and then address them.


email and social media marketing.

What is a digital marketing strategy? Managing digital strategy

Strategy Recommendation 3

Understanding your ecosystem

Digital marketing strategy Ecommerce strategy online sales

future

Ebusiness strategy on improving internal processes and integrating with channel partners Multichannel marketing strategy catalogue phone sales.

channel to market services and content.

Targeting

just another

Digital marketing strategy Proposition

a channel strategy. This Understand the channel.

Getting new customers

means that you should:

Set objectives for future channel contribution

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

7 Steps to Digital Marketing Strategy 6

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Identify and prioritise target audiences. As with traditional marketing, targeting the right


Review how competitors use the channel. Understand their targeting and propositions,

Best Practice Tip 1

Managing digital strategy

Develop channel partners

proposition apply. Understanding your ecosystem

What should go into a digital strategy?

future Targeting Proposition Getting new customers

7 Steps to Digital Marketing Strategy 7

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Strategy Recommendation 4


Using this digital marketing strategy guide with other resources Recommended Resource Managing digital strategy

Digital marketing strategy toolkit template Use the Digital marketing toolkit

Understanding your ecosystem future Targeting Proposition Getting new customers Keeping customers loyal

7 Steps to Digital Marketing Strategy 8

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Step 1 1

Managing digital strategy

Q.

Understanding your ecosystem

create your strategy.

digital marketing future

implementing it.

Targeting

interact with them. Strategy Recommendation 5

Proposition

SOSTAC™

Getting new customers

Using SOSTAC® to create and manage a strategy Q. SOSTAC® through to create and manage your plan.

SOSTAC

Emarketing Excellence ®

9

7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

SOSTAC® ®


Strategy Recommendation 6

Managing digital strategy

1

®

Understanding your ecosystem

Best Practice Tip 2

®

planning to help develop digital marketing strategy are:

future

®

1. Situation Analysis means ‘where are we now?’ Planning activities involved as this

Targeting

2. Objectives means ‘where do we want to be?’

setting in Step 3.

segmentation, targeting, proposition development. We cover strategy and tactics in steps 4 to 7. 4.

Proposition

3. Strategy means ‘how do we get there?’

. This includes

6. Control looks at keeping plans on track against target

Getting new customers

5. Actions refers to action plans, change management and project management skills in this guide.

Keeping customers loyal

SOSTAC®

10

7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy

1

Understanding your ecosystem future Targeting Proposition Getting new customers Keeping customers loyal

11

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


The Smart Insights digital marketing toolkit contains a one page SOSTACÂŽ Word template

1

Managing digital strategy

company, Perfect Lawn channel

Understanding your ecosystem future

templates to prepare a

Targeting

You can then move on to a more in-depth

Proposition Getting new customers

Q. Our digital marketing strategy aligns with business strategy?

.

ÂŽ

12

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Integrating the different parts of digital strategy


to strategies and KPIs: -

1

1. Acquisition objective. Acquire 50,000 new online customers this

Managing digital strategy

Strategies to achieve goals

on pay-per-click and display

search results page ÂŁ30 with an average

2. Acquisition (or

Understanding your ecosystem

strategic keywords ranked average cost per

Direct marketing campaign

conversion) objective.

natural migration coupled with

customers to using

direct marketing campaign

using direct mail, phone prompts and online persuasion actively using online services

future

incentive to encourage change payment services and e-mail communications

registering

within 3 years objective. Increase the

system to show users related

merchandising / cross-selling messages

online sales to ÂŁ42 per

AOV

Targeting

3. Conversion

product categories

customer 4. Conversion

Model showing separate

Variations in conversion rates

objective. Increase site

right

Proposition

on strategies shown on the

customers competitive pricing AB and multivariate

Getting new customers

landing pages

pay-per-click programme 5. Retention objective.

Increased conversion rate

repeat new customer

to encourage repeat purchases via e-mail.

13

programme discount voucher second purchase discount campaigns

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Increase annual


Strategies to achieve goals 6. Growth objective. Increase new prospects

and e-mail recommendation

Response rate to direct mail campaign

1 per annum

Understanding your ecosystem

The Smart Insights digital marketing toolkit contains a

Managing digital strategy

programme

future Targeting Proposition

one then use these headers. Don’t get drawn into the details at this stage. That’s the tactics.

approach only, not the detail. Getting new customers

Key components of digital strategy

Keeping customers loyal

14

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


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

A company’s online customers have different demographic characteristics, needs and

Understanding your ecosystem

A. Targeting and segmentation

Managing digital strategy

1

future

lifecycle and behavioural personalisation.

B. Positioning Targeting

the customer sees immediately when they interact with you online. Proposition

C. Proposition and the marketing mix Getting new customers

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.

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.

15

7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Product. Can you offer a different product range online. How can you add value to products through additional content or online services?


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. email, mobile, Facebook, Twitter.

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 customers of your credibility such as awards and testimonials

Understanding your ecosystem

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.

1

Managing digital strategy

People

D. Brand strategy Gaining ‘street cred’ online is now paramount to success, how and where are you going to do future

to engage with your brand, why will people interact and recommend, or not? How will you demonstrate credibility online

E. Online representation or presence Targeting

smartradar) helps you prioritise your online presence to reach and engage your audience.

F. Content and engagement strategy

to it to create quality content which helps you compete. All effective online companies see themselves as publishers!

16

7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Display advertising

Getting new customers

G. Digital channel acquisition communications strategy

Proposition

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


Managing digital strategy

1

Understanding your ecosystem Targeting

I. Digital channel retention communications strategy

future

H. Digital channel conversion strategy

J. Data strategy

How do you improve the quality of your customer data across channels to help increase the relevance of your messages through personalisation

How you integrate traditional and digital channels should run through every section of your strategy since it’s key to success. One way to structure this is to map customer journeys across channels as channel chains.

We would argue that social media marketing is part of a broader customer engagement strategy 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 strategy.

M. Digital marketing governance strategy In larger organisations how you manage digital marketing is a big challenge. Questions that the governance strategy seeks to answer are how do we manage internal and external

17

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

L. Social media marketing strategy

Getting new customers

K. Integration strategy

Proposition

what tools and value adds are you going to use? You might alternatively reference these in the conversion strategy. Some of the practical implications here are covered in steps 6 and 7.


resources through changes to structures and skills needed for digital and multichannel marketing.

Benchmarking your capabilities compared to your competitors

1

Understanding your ecosystem

Strategy Recommendation 7

Managing digital strategy

Q. Marketing capabilities scored and compared to competitors

the plan.

1

future

. These are used

Level 1. Unmanaged. Level 2. Managed. Targeting

Level 4. Quantitatively Managed.

Smart Insights Benchmarking Tools

Digital Marketing Healthcheck

Proposition

more investment in digital marketing. These are:

Digital marketing audit company in 6 key areas. More suited to larger organisations. Getting new customers

Business case template

Keeping customers loyal

1

18

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Step 2 Understand your ecosystems Managing digital strategy

Q. Marketplace reviewed for growth opportunities and threats

Understanding your ecosystem

2

Company online ecosystem

and interacting with online audiences. future

marketplace. This is important, since

Targeting

social media and PR and set investments at the right level.

Proposition

Paid search Display ads liate marketing Digital signage

Owned media

Paid placements

Earned media

PARTNER NETWORKS Publisher editorial uencer outreach Word-of-mouth Social networks

are: 1. Paid media

7 Steps to Digital Marketing Strategy 19

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

DIGITAL PROPERTIES Website(s) Blogs Mobile apps Social presence

Paid media

Getting new customers

Atomisation of content into ads


2. Earned media

Managing digital strategy

2

Understanding your ecosystem

3. Owned media

future Targeting

Q. Marketplace reviewed

Proposition Getting new customers

marketplace. Strategy Recommendation 8 Create a marketplace map to summarise your understanding

Keeping customers loyal

7 Steps to Digital Marketing Strategy 20

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy Understanding your ecosystem

th

future

3

edition Targeting

A. Our customers Always start with the customer, their characteristics, behaviours, needs and wants. Your Proposition

Options for segmenting and targeting. You should apply your traditional segments, smarttargeting. Ideal customers

Getting new customers

Target search behaviours

21

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Keyphrase analysis


Strategy Recommendation 9

audiences. Managing digital strategy

customer journey.

Understanding your ecosystem future

3

Targeting

edition

Proposition

th

B. Our market Getting new customers

Market description

C. Our competitors Benchmark online marketing mix

See our

22

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Benchmark digital communications channel


Customer use of online intermediaries

Managing digital strategy

.

Understanding your ecosystem

Social Legal - checking your online marketing activities comply with privacy and online trading Environment Political 3

future

Technology

on a SWOT . Targeting

Create a digital channel SWOT A

Proposition

Customer acquisition and conversion and customer development

Getting new customers

since this helps

Here’s more detail on how we approach SWOT analysis on consulting projects. You’ll want to

23

7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

created as new technologies are introduced.


When creating a digital marketing plan, SWOT analysis is also an essential step. We think

Managing digital strategy

the site. Strategy Recommendation 10

also helps you create strategic options to help you compete. Understanding your ecosystem

The Smart Insights digital marketing toolkit contains a

with

future

3

Targeting

24

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Best Practice Tip 3

Getting new customers

4. Considers key digital marketing activities

Proposition

So make sure your SWOT or SWOTs are:


Managing digital strategy Understanding your ecosystem

3

future

R: Reach. Reaching prospects and customers, 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 M: Multichannel. How the digital channel integrates with traditional channels. G: Governance

Targeting

B: Brand

Proposition

Best Practice Tip 4 Getting new customers

coding applied). Keeping customers loyal

25

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy Understanding your ecosystem future

3

Targeting Proposition Getting new customers Keeping customers loyal

26

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Step 3 Managing digital strategy Understanding your ecosystem

3

goals

future

1. Mid-long term vision organisation

SMART objectives to give clear direction and commercial targets 4. Key performance indicators (KPIs) to check you are on track Targeting

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.

Proposition

Introducing the 5S goals for digital marketing

Emarketing

Q. Sales goals set

27

7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

5S: Sell – Set goals to grow sales?

Getting new customers

Excellence marketing strategy.


Managing digital strategy Understanding your ecosystem future

3

Targeting Proposition

Q. Conversion model used to calculate realistic targets for goal volume Strategy Recommendation 11 Develop conversion models to set realistic online channel goals

Keeping customers loyal

Q. Options to extend reach reviewed

See:

and

.

Review options to increase sales through conversion enhancements Q. Options to increase conversion rate possible

28

Getting new customers

A conversion model helps set quantitative targets to hit. Use this spreadsheet we have developed to help set the right goals: .

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy

Q. Keeping incremental sales volume trending right is most important. You can use analytics or ecommerce sales systems to deliver this insight.

Understanding your ecosystem

Tracked goals through analytics Q. or online here2.

Targeting

Strategy Recommendation 12 Users switch channels during the purchase process, so make sure you set goals,

future

3

3

Proposition Getting new customers Keeping customers loyal

2 Smart Insights: Set goals in Google Analytics 3

29

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


5S: Speak – Set goals to get closer to customers Q. Managing digital strategy

engage your audience. We say engage since we don’t mean SHOUTING, we mean getting

Understanding your ecosystem future

3

Targeting Proposition Getting new customers

30

7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Strategy Recommendation 13


5S: Service – Have we set goals to online customer service goals? Q. Are goals set for customer care, service and satisfaction? Managing digital strategy

customer service. Understanding your ecosystem future

3

Targeting

Strategy Recommendation 14

Proposition

.

prioritise and improve. Getting new customers

5S: Save – Set cost-saving goals Q. Goals set around cost savings?

channels.

31

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

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.


5S: Sizzle – Adding value to your brand online Q. Goals set for brand engagement and advocacy

Managing digital strategy Understanding your ecosystem future

3

Targeting Proposition

Strategy Recommendation 6 Getting new customers

You will also want to track positive and negative sentiment.

Keeping customers loyal

Q. marketing channels?

32

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Strategy recommendation 15 Managing digital strategy

You will also want to track positive and negative sentiment.

Understanding your ecosystem

‘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.

future

3 4

online channel as a whole and how online analytics will support it.

Targeting

you innovate and invest

communicating that it’s a strategic priority through a senior manager or director who is a

Amazon.com Our vision is to be earth’s most customer centric company; to build a place where people .

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. 4 Smart Insights: Dell case study

33

7 Steps to Digital Marketing Strategy © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Dell Dell listens to customers and delivers innovative technology and services they trust and value.

Getting new customers

these companies:

Proposition

Set top-level goals without going into detailed KPIs.


Facebook friends, family and coworkers. The company develops technologies that facilitate the

Managing digital strategy

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.

Understanding your ecosystem

state. goal-setting guide.

5

3

future

Some examples of vision statements for digital channels

Targeting

colleagues, e.g. Digital channels Find Compare and select = Using detailed product descriptions, rich media and ratings 5

34

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

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 customers.

Getting new customers

mission statements.

Proposition

Best Practice Tip 5


Merchandising and improving conversion

Experience rated as excellent Managing digital strategy

site channel integration.

Understanding your ecosystem

Best Practice Tip 6 colleagues

Digital by default Digital First 3

future

Digital DNA Checklist - creating your vision statement

Targeting Proposition

improvement framework for digital marketing Q.

Getting new customers

Strategy Recommendation 16

Keeping customers loyal

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.

35

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Strategy Recommendation 17

Managing digital strategy

Q. Understanding your ecosystem

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.

future

3

Best Practice Tip 7 improve results.

measures that matter

Actionable

Proposition

Measurable

Targeting

critical few

Relevant Getting new customers

create and use these. Keeping customers loyal

36

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Stage 1 Reach Stage 2 Act Stage 3 Convert Managing digital strategy

Stage 4 Engage – Build customer relationships through time to achieve retention goals Best Practice Tip 8

Understanding your ecosystem

Reach audience

Unique visitors

Digital specialists)

Visits

Online sales volume

New visitors Conversation volume

compared to competitors

Digital managers)

Brand and Product managers)

Conversion rate to Sale

active)

Macro-conversion rate to opportunity and micro-conversion

Cost per Click and per Sale

Cost per Opportunity

Brand awareness

Customer

Active customers

Active social Repeat conversion rate Cost per Sale Customer loyalty

Conversation

Customer advocacy Products per customer

Audience share conversations

Business managers)

Goal value per visit

Revenue per visit

Online product requests

Online originated sales

Retained sales growth and volume Revenue per 1000 emails sent

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Business Value KPIs

Brand / direct visits

Bounce rate and duration measures

Getting new customers

Customer Centric KPIs

quality Transactions

Proposition

drivers

37

Online opportunity

Engage customers to Retain & Grow

Targeting

Tracking metrics

Action and Leads

Convert to Sale

future

3 Metric


The Smart Insights digital marketing toolkit contains a

Managing digital strategy

the reports in Google Analytics. Stage 1 Reach Unique visitors

Understanding your ecosystem

Audience share.

Revenue or goal value per visit future

3

revenue per visit. Targeting

Stage 2 Act when they enter your site. KPIs include: Bounce rate.

Pages per visit

Conversion rates Sales transactions Revenue and margin

38

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Stage 3 Convert

Getting new customers

Product page conversion

Proposition

engaging visitors.


Stage 4 Engage. Build customer relationships through time to achieve retention goals. have to derive these through your sales systems. KPIs include: Managing digital strategy

% returning visitors % active hurdle rates

Repeat conversion rate Understanding your ecosystem

Best Practice Tip 9

future

3

Targeting Proposition Getting new customers Keeping customers loyal

39

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Step 4 Strategy: Targeting Managing digital strategy

Q.

Understanding your ecosystem

communications you’re dead in the water. your audience: A Overall targeting approaches - strategic segmentation

future Targeting

4

A Set strategic segmentation Q. Proposition

segmentation. Strategic segmentation

Q.

.

Getting new customers

to target

Keeping customers loyal

40

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


1. ____________________________________ Managing digital strategy

2. ____________________________________ 3. ____________________________________

Understanding your ecosystem

4. ______________________________________ 5. ______________________________________ 6. _______________________________________

future

to target

Proposition

Best Practice Tip 10

Getting new customers

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

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

-

41

Targeting

4


RS Components

Managing digital strategy Understanding your ecosystem

Common online targeting priorities

future

. An insurance company

4

Targeting

Customers that are brand-loyal.

Customers that are not brand-loyal. Conversely, incentives, promotion and a good Proposition

Larger companies (B2B)

Smaller companies (B2B). Large companies are traditionally serviced through sales Getting new customers

. Again, the site can provide detailed

Tactical segmentation methods review Q. Tactical segmentation reviewed?

42

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

ing.


one other segmentation method to consider is psychographic segmentation. In plain

Managing digital strategy

considered approach involving many visits over a longer time period.

Understanding your ecosystem

your customer knowledge. Since we are looking to learn more through time, we need a common .

.

future

Best Practice Tip 11 Targeting

4

Proposition

Q. Owned media targeting options reviewed

Keeping customers loyal

Q.

43

Getting new customers

B Owned media targeting options

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


more customer-centric. Strategy Recommendation 19 visitor. In short, it makes pages more customer-centric. Managing digital strategy

smartpersonas

Understanding your ecosystem

site users. Personas toolkit See our Personas toolkit showing key issues to consider when creating personas and with

future

Q.

Targeting

4 Best Practice Tip 12

Proposition

Targeting using email marketing Q.

3. Customer lifecycle groups. 4. Customer behaviour in response and purchase (observed and predicted).

44

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

2. Customer value (current and future).

Getting new customers

populated.


6. Customer personas including psychographics. Best Practice Tip 13 Managing digital strategy Understanding your ecosystem future Targeting

4

C Paid media targeting options Q.

Targeting using search marketing

Proposition

-

Q. Search marketing targeting approach reviewed Getting new customers

At a strategy 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

Targeting 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

45

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

on third-party sites.


Managing digital strategy

D Earned media targeting options Understanding your ecosystem

Q. targeting. Here we are looking to deliver a message to our audience though editorial

Strategy Recommendation 20 future

earned media.

Targeting

4

Proposition Getting new customers Keeping customers loyal

46

7 Steps to Digital Marketing Strategy Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Step 5 Strategy: Proposition Managing digital 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.

Understanding your ecosystem

products and services relative to competitors.

future

Strategy Recommendation 21

Targeting

messaging.

Communicating the core features of your brand Q. Have we reviewed how effectively we communicate the core features of our brand online

communications.

Proposition

5

Strategy Recommendation 22 Getting new customers

What makes you

Keeping customers loyal

7 Steps to Digital Marketing Strategy 47

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


1. Who you are? Clear brand names and idents 2. What you offer? Clear products and services 3. Who your offer appeals to? Managing digital strategy

4. Where you offer it? 5. What makes you different?

Understanding your ecosystem future Targeting

since it is a less well known provider in its sector.

:

5

Proposition

6

Best Practice Tip 14 Getting new customers

messages aimed at increasing conversion.

Keeping customers loyal

6

7 Steps to Digital Marketing Strategy 48

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy Understanding your ecosystem future

Differentiate!

Targeting

Strategy Recommendation 23

Proposition

5

Getting new customers

Better Branding

Adding value to your brand online Q. Have we reviewed our online value proposition for different online platforms?

7 Steps to Digital Marketing Strategy 49

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Source Quarterly. Issue 4


proposition, so it’s essential to think this through clearly. Online value proposition Managing digital strategy Understanding your ecosystem

Strategy Recommendation 24

future

Our

Targeting

Service OVP

shows how to review your key customer Proposition

5 Q. We have reviewed our content marketing strategy

Strategy Recommendation 25

7 Smart Insights: 7 Steps Content marketing guide

7 Steps to Digital Marketing Strategy 50

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

strategy.

Getting new customers

developing a content marketing strategy.7


Content marketing 7 Steps Guide Use our content marketing strategy guide

Managing digital strategy Understanding your ecosystem future Targeting Proposition

5

Q. We’ve reviewed our content marketing strategy Getting new customers

to give you an edge. Best Practice Tip 15

Keeping customers loyal

7 Steps to Digital Marketing Strategy 51

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy Understanding your ecosystem

Personality Not Included stresses the future

Strategy Recommendation 26 Targeting

the unique, authentic, and talkable soul of your brand that people can get passionate about” Personality is not just about what you stand for, but how you choose to communicate it. It is

5

Proposition

He goes onto say:

of your brand in the new social media era Convince and Convert Getting new customers

Best Practice Tip 16

8

that online startups you should answer these

questions: 1. What’s the one thing your product will do _________________________________________________________________ 8 Beta Shop

7 Steps to Digital Marketing Strategy 52

© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

is key.


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 Managing digital strategy

_________________________________________________________________ things _________________________________________________________________

Understanding your ecosystem

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

future

Groupon: One great local deal per day The original Google: Algorithmic search Targeting

Options for mixing-up your marketing mix for online channels

5

Proposition

Processes and Physical evidence.

two steps). Getting new customers Keeping customers loyal

7 Steps to Digital Marketing Strategy 53

© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy

Q. Product options of marketing mix for digital channels reviewed? Product range

Understanding your ecosystem

Product partners Extended product - can we add value - this is the online value proposition we have

New digital versions or service components of products future

New revenue sources from new services advertising as an additional revenue source. Targeting

Bundling products encourage purchase. Customised products

The main issues to review here are:

5

Proposition

Q. Pricing options of marketing mix for digital channels reviewed? New payment models. Most relevant to digital products, options include pay per view,

Price discovery channels.

Getting new customers

Dynamic pricing

Auction pricing models

Q. Place options of marketing mix for digital channels reviewed? Online direct sales channel. A company that has not previously sold direct can sell

7 Steps to Digital Marketing Strategy 54

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Aggregated buying


Increasing sales to international markets New direct sales partner distribution channels Managing digital strategy

Use of online marketplaces . Nokia trialled the online direct sales channel model,

Understanding your ecosystem

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. future

Q. Service options of marketing mix for digital channels reviewed?

Targeting

Pre-sales web service sales - the areas are now less distinct.. Post-sales web self-service (own site).

5

Proposition

Intermediary site customer service

Website feedback http:// . Getting new customers

Social network service

smartlistening. Keeping customers loyal

7 Steps to Digital Marketing Strategy 55

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Step 6 Strategy: Getting New Customers Managing digital strategy

how to develop online and multichannel propositions to engage and sell to them.

strategy.

Understanding your ecosystem

seven step series like display advertising, search marketing, social media marketing and future

a site or social presence and then look at converting the visitor to the outcome you seek.

Set acquisition goals Targeting

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

Proposition

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

Getting new customers

6

Keeping customers loyal

7 Steps to Digital Marketing Strategy 56

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


9

Multichannel analysis10 to understand your customer journeys. Managing digital strategy

Strategy Recommendation 27 channels and keywords correctly

Understanding your ecosystem

it’s so important.

Q.

future

Strategy Recommendation 28 compare media.

Targeting Proposition

Cost per acquisition

other outcomes such as cost per quote or lead.

Keeping customers loyal

Best Practice Tip 17 approaches

. 10 An introduction to Google Analytics multichannel Social Reports

7 Steps to Digital Marketing Strategy 57

Getting new customers

6

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Q. Appropriate mix of digital media channels reviewed

Managing digital strategy

in the past or others in your sector. This shows what your customers have responded to. Try

Best Practice Tip 18

Understanding your ecosystem

Q. Balance of time and money spend on different media types right?

future Targeting Proposition

Media type

Challenges

Cut-through Cost Targeting

Targeting Short-term returns Needs to integrate with owned

demand-generation earned media

KPIs

Volume audience share Quality: Conversion rate and site engagement

7 Steps to Digital Marketing Strategy 58

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Value: CPC. CPA, revenue per visit, LTV

6

Getting new customers

Paid media

Strategies


Media type

Owned media

Challenges

Potential lower

Targeting Short-term returns Needs to integrate with owned

Value per content unit

Tactical campaigns

engagement

Longer-term cut-through Gain additional reach over search and media guides

Listening and response required viral marketing

conversation viral campaigns integrated with paid and earned media

Conversation polarity

future

can require paid media investment

Conversation volume

Investment in an

Negative mentions and hijacking Potential cost-

Understanding your ecosystem

media

marketing to create continuous targeted demand

Managing digital strategy

customers at low cost

KPIs

Cut-through Cost

content)

Strategies

Q. Targeting Proposition

changes it’s algorithms‌

Keeping customers loyal

11

Smart Insights: Marketing

7 Steps to Digital Marketing Strategy 59

Getting new customers

6

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy Understanding your ecosystem

Best Practice Tip 19

future

Q. Attribution models and conversion models applied

Targeting Proposition

search or display ad.

Getting new customers

6

Keeping customers loyal

7 Steps to Digital Marketing Strategy 60

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy

awareness and stimulating sale at a later point in time.

Q. Success factors for main media channels reviewed and prioritised Understanding your ecosystem future Targeting Proposition

Google Adwords Paid Search 7 Steps Guide Social media marketing 7 Steps Guide

7 Steps to Digital Marketing Strategy 61

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Search and social media marketing guides

Getting new customers

6


Strategy Recommendation 29 Managing digital strategy Understanding your ecosystem

Q. Search marketing acquisition strategy reviewed?

Q. SEO acquisition strategy reviewed? Keyphrase research and targeting

future

Universal or blended search (images, videos, maps, product content) Internal linking and site structure Targeting

Social media optimisation (integration with SEO and online PR)

Q. Adwords acquisition strategy reviewed? Proposition

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) 6

Getting new customers

Q. Social media acquisition strategy reviewed?

Keeping customers loyal

site

7 Steps to Digital Marketing Strategy 62

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Q. Online PR acquisition strategy reviewed? Reputation management and social listening Managing digital strategy

Q. Partner marketing acquisition strategy reviewed?

Understanding your ecosystem

Q. Display advertising acquisition strategy reviewed? future

Creative quality

Targeting

Q. Email marketing acquisition strategy reviewed?

Proposition

Working more with partners

7 Steps to Digital Marketing Strategy 63

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

human TV stations and magazines

6

Getting new customers

Strategy Recommendation 30


plus personal invites to events.

Managing digital strategy Understanding your ecosystem

to develop any other way.

future Targeting Proposition Getting new customers

6

Keeping customers loyal

7 Steps to Digital Marketing Strategy 64

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Making your conversion more effective Q. Conversion effectiveness reviewed 12

Managing digital strategy

conversion.

Understanding your ecosystem

Q.

future

before you plan your campaigns since these devices

Targeting

Permission marketing Proposition

Permission marketing to get permission. Permission marketing

Keeping customers loyal

stage 2 in this process:

12

and 7 Steps to landing page success

7 Steps to Digital Marketing Strategy 65

Getting new customers

6

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy Understanding your ecosystem future Targeting Proposition

Content download

7 Steps to Digital Marketing Strategy 66

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Strategy Recommendation 31 Review engagement and lead-generation devices

6

Getting new customers

Videos


Q. Conversion model used to calculate realistic targets for goal volume

Managing digital strategy

Strategy Recommendation 32 Develop conversion models to set realistic online channel goals

improvements necessary to succeed.

Understanding your ecosystem

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.

future Targeting Proposition

Understand your conversion drivers (and barriers) 6

Getting new customers

Q. Loyalty drivers understood?

Strategy Recommendation 33 Keeping customers loyal

7 Steps to Digital Marketing Strategy 67

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy Understanding your ecosystem future

Developing a conversion rate optimisation strategy psychology, and the company’s position in the marketplace, including its core strengths and

Targeting

13

, though a head-line conversion may look

Proposition

Best Practice Tip 20

customers.

13 Read this post on Advanced Segment options in Google Analytics to see how you can

7 Steps to Digital Marketing Strategy 68

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Strategy Recommendation 34

6

Getting new customers

routed through your site controller landing your planes on the right runway according to their origin and then routing


AB testing Managing digital strategy

original page. Best Practice Tip 21

Understanding your ecosystem

landing pages also. www.whichmvt.com provides a great summary.

increased conversion. future Targeting Proposition

Source: PRWD

6

Getting new customers

14

Strategy Recommendation 35

14

7 Steps to Digital Marketing Strategy 69

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

4Q Survey


Managing digital strategy Understanding your ecosystem future

Best Practice Tip 22 Using services such as Uservoice and Ideascale you can gain ideas and ratings on new product and service ideas. Targeting

and

.

Use your analytics system to identify broken customer journeys Proposition

operational issues like content and campaigns rather than optimisation.

6 rans.

Getting new customers

Strategy Recommendation 36

Keeping customers loyal

7 Steps to Digital Marketing Strategy 70

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Managing digital strategy Understanding your ecosystem future Targeting

you might think, as marketing managers working within the TUI Travel Group at www.i-to-i. com Proposition

perspective, knowing that people who completed 3 lead types are worth ÂŁ50 changes Management is immediately empowered to enter in to healthy and relevant discussion

Getting new customers

6

Keeping customers loyal

7 Steps to Digital Marketing Strategy 71

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.


Step 7 Strategy: Keeping customers engaged and loyal Managing digital strategy Understanding your ecosystem

Great experience future

Great communications shared. Great community community Great connections

Targeting

Great value. Value through great deals, great product and great content.

Proposition

step you through the decisions you need to make to work towards long-term relationships

Getting new customers

Understand current levels of online brand engagement

7

Instead engagement really social networks or in email or traditional direct communications.

7 Steps to Digital Marketing Strategy 72

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Marketing’s New Key Metric


Strategy Recommendation 37 Review engagement and use it to drive retention important to do to enhance engagement. Managing digital strategy

Using engagement, you get a more holistic appreciation of your customers’ 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

Understanding your ecosystem

www.seren.com which works well. Customer engagement Repeated interactions that strengthen the emotional, psychological or physical investment

15

future

:

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.

Targeting

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,

Proposition

years.

networks. Getting new customers

1. Involvement viewed. 2. Interaction

3. Intimacy 4.

15

7 Steps to Digital Marketing Strategy 73

© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

7

Keeping customers loyal

email marketing programmes as discussed later in this chapter are important here]


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? Managing digital strategy

Hurdle rate Understanding your ecosystem

activity, they have jumped over the hurdle target you set.

future

marketing activities. You can then set targets to use communications to encourage more Targeting

Email marketing click in a 6 month period . Proposition

Email 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

Getting new customers

Banking

etc. Intranet or communities

7 16

.

Understand your loyalty drivers (and barriers) Q. Loyalty drivers understood? 16 http://www.jimnovo.com/RetailCustomerRetention.htm

7 Steps to Digital Marketing Strategy 74

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

Retail


Strategy Recommendation 38 Managing digital strategy

interaction. Once you understand the loyalty drivers you can work to knock down the

Understanding your ecosystem future Targeting Proposition Getting new customers

Note: Touch strategy includes social network interactions.

is, very important to achieving repeat purchases – how many online sites have you continued

7 Steps to Digital Marketing Strategy 75

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

7


repeated site visits, social interactions and response to marketing campaigns. To achieve these repeat sales, companies work hard to deliver relevant marketing communications

Managing digital strategy Understanding your ecosystem future Targeting Proposition Getting new customers

1.

3. Post sale service and support.

7 Steps to Digital Marketing Strategy 76

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

7

Keeping customers loyal

2. Product performance customers.


Managing digital strategy Understanding your ecosystem future

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 Targeting

Our

Proposition

Asking customers what they think Q. Customer feedback obtained regularly? 17

.

Here are some ideas: Getting new customers

On site survey tools tant to learn what people are interested in and why people are losing interest and leaving. Email surveys

-

Ask during key processes

17 Smart Insights: c

7 Steps to Digital Marketing Strategy 77

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

7


-

Encouraging online brand engagement Managing digital strategy

18

. Understanding your ecosystem

permission) and so re-connect. Layer on segmented email communications to such solid

mind.

future Targeting

What will encourage site visitors and customers to visit our website or social network community again in future

Value Proposition

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

Getting new customers

keep them regular. Different content offers and formats

Push communications

quality content

7 Steps to Digital Marketing Strategy 78

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

7

Keeping customers loyal

Community. People like to hang-out, share ideas, so make sure you emphasise the


Email marketing Social channels Managing digital strategy

Display advertising: Remarketing is good at reminding previous site visitors to go through to the site Traditional communications

Encouraging customer advocacy Understanding your ecosystem

As you develop your retention communications think how you can encourage and reward loyalty and sharing.

E-permission marketing

Opt-in

Selective opt-in

Opt-out

Selective opt-out

Targeted communications

Sense & Respond

Targeting

Permission marketing

future

previous steps, to make them more practical to apply to retention marketing.

Proposition

1. ‘Offer selective opt-in to communications’

Getting new customers

countries.

7 Steps to Digital Marketing Strategy 79

© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

7


Managing digital strategy Understanding your ecosystem future

Best Practice Tip 23 Targeting

2. centre. A structured approach to customer data capture is needed otherwise key data is

Proposition

3. ‘Don’t make opt-out too easy’ (selective opt-out)

Getting new customers

4. ‘Watch don’t ask’ – use ‘Sense and Respond’. The need to ask interruptive

7 Steps to Digital Marketing Strategy 80

© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

7

Keeping customers loyal

the user to keep their contact details up-to-date. Take care though since opt-out is a legal


Managing digital strategy Understanding your ecosystem

tailored e-mail communication or a phone call. new product launch which encourages click through to a landing page then they have two

future

marketing.

Targeting Proposition

Strategy Recommendation 39 Update your ecommunications strategy to manage sustained content sharing and dialogue content. But there is also a need to encourage conversation and dialogue to maintain interest and sharing.

Getting new customers

Create a content hub Q. Content hub created?

a place where interaction or engagement with your

7 marketing and interact with it. It should integrate with your other content.

7 Steps to Digital Marketing Strategy 81

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

content and your brand can take place your content marketing.


Managing digital strategy

Your online news section Understanding your ecosystem

A resource centre

which originally used

future Targeting Proposition

Strategy Recommendation 40 participate.

Getting new customers

our content marketing 7 Steps guide19

7 6. Create and update your editorial calendar 7. Communicate your content marketing proposition 19 Smart Insights: Content marketing strategy guide

7 Steps to Digital Marketing Strategy 82

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

3. Create core content marketing resources


Review social media engagement strategy Q. Social media engagement strategy reviewed The ecommunications strategy is closely-related to the content and social media marketing strategy. Read our detailed guide on social media marketing. Managing digital strategy

contact us. Thanks.

Understanding your ecosystem future Targeting Proposition Getting new customers

7 Steps to Digital Marketing Strategy 83

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

7


Managing digital strategy Understanding your ecosystem future Targeting Proposition Getting new customers

7 Steps to Digital Marketing Strategy 84

Š Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.

Keeping customers loyal

7


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.