Quick tips Principles Simon Kingsnorth Author of Digital Marketing Strategy An integrated approach to digital marketing User Experience Ensure your roles are defined clearly Who owns UX design business requirements ID: 782589
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Slide1
Digital Marketing Strategy
Quick tips: Principles
Simon Kingsnorth
Author of Digital Marketing Strategy: An integrated approach to digital marketing
Slide2User Experience
Ensure your roles are defined clearly. Who owns UX, design, business requirements?
Understand context and what your users need
How do people use your site and how would they if they could?
UX research is important to truly understanding
useage
. Data can’t tell the whole story
Signposting and help are the most important simple pieces to consider
Keep it simple
Slide3CRM & Retention
Understand segmentation and personalization
Content strategy is key to success
Insight is vital. Without it your strategy is guess work
Customer service is important to retention
CRM principles are Frequency, Timeliness, Accuracy, Relevancy, personalization and Value
Single campaigns, repeat campaigns and contact strategies create very different response curves
Warm-ups, follow-ups, rewards and win-backs are all valuable techniques
Slide4Personalization
Key to CRM, retention and customer service
User-defined personalization can be powerful but inaccurate and difficult to collect
Behavioural personalization can be powerful and accurate but understand how to use the data is complex. Privacy can also be an issue
Creating a Single Customer View is the end goal and big data plays a part.
Data is essential for true personalization
Slide5Analytics
The human factor is a risk in data accuracy – be thorough
Consider aligning data sets across your business
Web analytics, social analytics, SEO analytics
Tag management enables easier management
Attribution modelling can change the whole picture
Reporting and presenting can be more powerful than the data itself
Slide6Presenting your strategy
Understand your decision makers psychology
Decision making models can be very different
Highlight the core benefits of every element of your strategy
Consider channel interaction and the added benefits
Consider the landscape
Consider resource and the in-house / outsource conundrum
Structure your proposal using the 6S Framework