Digital Marketing Strategy Quick tips: Principles

Transcript:Digital Marketing Strategy Quick tips: Principles:
Digital Marketing Strategy 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? 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 CRM & 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 Personalization 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 Analytics 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 Presenting 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