网络营销趋势(英文).pptx
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网络营销趋势(英文).pptx
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111#digitalmarketingTrendsfor2011DrDaveChaffey,CEO,SmartInsightsPresentedto:
ManchesterMetropolitanUniversityBusinessSchool20thJanuary2010Downloadpresentationfrom:
SmartI2Not!
3OpportunitiesThreatsandheadaches1.Content/engagementstrategy7.Googlization2.Digitalmarketingoptimisation8.SocialCRM3.RightTouching9.Touchpointattribution4.Socialmediamarketing10.Privacywars5.Displayresurgence11.Digitalmarketing=marketing6.MobileApps11trends4http:
/www.google.co.uk/search?
q=digital+marketing+trends+2011Wellwortharead:
http:
/5BooksQualifications:
CertDigMandDipDigMBestpracticeguidesAboutDaveChaffeyAnalyticsadvice,software&consultingSearch&conversionconsultingwww.clickthrough-62010consumertechadoption7HypeCycleshttp:
/ismoreeffective?
Trendfollowingorvisionfollowing?
http:
/talesofthepathtodigitalexcellencehttp:
/journeytodigitalmarketinghttp:
/Trend1:
Content/engagementstrategy12http:
/13DevelopingyourOVPCorebrandproposition=MarketingMix:
1Whoyouare?
2Whatyoudo?
3Whereyoudoit?
4Whatmakesyoudifferent?
5Howcanourdigitalpresencehelpyoudecide?
TheOVPOVP-OnlineValuePropositionWhatcanyourprovidetohelp/inform/entertainmeonline?
Reinforcescorebrandpropositionandcredibility,butmessagingshowsDifferentOVPsfordifferentmarketsandaudiencesValuethatasitevisitorgetfromyouronlinebrandorcampaignthatTheycantgetfromyouoffline?
Theycantgetfromcompetitors?
DevelopcontentstrategytodeliverOVPsCommunicatemessageforcefully:
onlineandofflineKeyPoint14Isyoucontentexceptional?
15www.i-to-VideoOVPSeetips:
http:
/siteandbusinessinnovationideasthroughUservoiceCrowdsource!
1768%CTR229downloadsContentstrategyexampleSeehttp:
/youneedacontentstrategist?
“Drivethedevelopmentandorganizationofcontentthatisuseful,compellingandmeaningfuldirectlyonandindirectlythroughdistributedcontent”http:
/20Trend2:
DigitalmarketingoptimisationModellingEffectivenessDoingtheRightThingResearchandAnalysisOptimisationEfficiencyDoingtheThingRightContinuousimprovementAutomationEfficiencyDoingtheThingRightAutomatedtools2121Q.Howautomatedisyouroptimization?
Webanalytics(WA)Purpose:
AnalysecustomerwebsitebehaviourandmarketingoutcomesrelatedtoreferrersegmentsVendors:
GoogleAnalytics,Omniture,VisualSciences,WebtrendsEmailServiceProvidersPurpose:
ESPsbroadcastandtrackemailsaspartofcampaignsorautomatedcontactstrategyVendors:
EmailReaction,EmailVision,ExactTargetSilverpop,Responsys,VerticalResponseWebsiteexperimentationPurpose:
ABtestingandmultivariatetestingofalternativepagesandjourneysVendors:
GooglewebsiteOptimizer,Maxymiser,Offermatica,OmnitureandOptimostWebsitepersonalisationPurpose:
Automatedandrules-basedrecommendationsandmerchandisingbasedonreferrer,productsbrowsedand/orcustomerdataVendors:
atg,Fredhopper,OmnitureTouchClarityandWunderloopAdtracking&optimisationPurpose:
Servedisplayadsandoptimiseyieldforadvertisersandpublishers.AlsotrackothermediachannelssuchasaffiliateandsearchtounderstandcustomerjourneysVendors:
Atlas,DoubleclickDartplusWAvendorsBehaviouraladtargetingPurpose:
Servesrelevantadsbasedoncontentconsumedandaudienceprofile.Alsore-targetingofadviewerspotentiallyonadvertiserssite.Vendors:
A,BlueLithium,RevenueSciences,TacodaEnterpriseanalyticsPurpose:
Provideanalysistoolsforcreatingdashboardsandin-depthanalysisVendors:
BusinessObjectsandCognosplusWAvendorse.g.OmnitureDiscoverPaidsearchoptimisationPurpose:
Servesrelevantadsbasedoncontentconsumedandaudienceprofile.Alsore-targetingofadviewerspotentiallyonadvertiserssite.Vendors:
AtlasSearch,EfficientFrontier,Googleconversionoptimizer,SearchWorksMarketingOptimisationPurpose:
Ahubtomanageandautomateperformanceimprovementsacrosscustomercontactsofacquisition,conversionandretention.ProvideintegrationwithE-CRMsystemsVendors:
Omniture,WebTrends,VisualSciences.22http:
/Recommended:
ShufflePoint,GADataGrabber2324Source:
Plannedconversionoptimisation2526Howeffectiveisyourscent?
WHYCHOOSEUS?
WHERE/HOWTOBUY?
NEWCUSTOMER?
ExampleSCENTTRAILS27AutoglassMVTcasestudy-control28TVComparison+2.4%TV-Off+6.4%TV-On-1.3%+14.8%29Servicemessagetesting+5.3%30UseFeedbacktoolsfor“Why”not“What”http:
/mayhavebeenkinginthe1990sbutcloseproofreadingisasimportantnowasiteverhasbeen.Whenwritingaboutcomplexissues,itsimportanttogetthesyntaxandsenseofsentencesrighttohelpreadersunderstandwhatyouaretryingtoexplain.Secondly,yoursiteusesacronymsandjargoninawaywhichassumesdetailedknowledgeofdigitalmarketing.Thishastheeffectofalienatingthoseofuswhoreadyourupdatesinthehopeoflearningandgaininganunderstandingofdigitalconcepts.Wegetthefeelingyouretryingtoshowoffwithyourcleverterminologywhen,infact,mostmarketingcomesfowntocommonsensereally.MoreemphasisonsenseandplainEnglishwouldimrovetheusabilityofyoursiteandnewsletters.Oneruletofollowistospelloutacronymsthefirsttimetheyareused.Dontassumeunderstanding.Pureplays-eh?
IntegrationoftoolsetsthroughAPIsandXMLfeeds.Thisisntagrammaticalsentence:
Refineandautomateyourcontactstrategiestosupportrighttouchingrequiresinvestmentinintegratedcontactstrategiesprojectupfrontwhichiswhymanyhaventimplementedyet.Icouldgoon!
ThanksOuch!
32Whatdocustomersvalue?
Think?
AnalyticswillonlyshowyouWhatnotWhyothertoolscanhelpiPerceptionshttp:
/website.Difficulttofinditemasnosearchboxprovidedforshortcut”“Icantfindanypricesonyourwebsite”“WouldliketoseewhereIcanbuyproductsfrom”.33http:
/34Trend3:
RightTouching=Engagementoptimisation35PresentedbyGrantBaillieofArgosat2008Emailmarketingconference,withpermissionYouremailmarketingcapability?
36ExampleofdynamiccontentinsertionPresentedbyGrantBaillieofArgosat2008Emailmarketingconference,withpermisssionTip.Changeorderofoffersorfeaturesaccordingtosegmenttoincreaserelevance37First-timevisitorReturnvisitorRegisteredvisitorPurchasedonceNewlyregisteredvisitorPurchasedActivePurchasedInactiveQ.DoyouhaveaneventtriggeredE-communicationsstrategy?
BT-Itsallaboutpastactions“Recognitionofactivity”PurchaseDispatched+7d+14d+21dRecognitionofpreviouspurchase39Trend4:
Socialmediamarketing40Drivingtraffic?
ThatstheoldwaySource:
UpdatedfromanideabythegreatDavidHughes41Thebeatingheartpushingcontentout.AuthorsStaffReadersNewsAlertsUpdatesCompetitionsDiscussionConnectionNewsletterAlertsUpdatesSource:
UpdatedfromanideabythegreatDavidHughesYoursite4243Excuseswhycompaniesdontengagethroughblogs,socialmedia?
444546Seehow:
http:
/4849Trend5:
Displayresurgencehttp:
/5051Retargeting/remarketingexample52Trend6:
Theresanappforthat!
http:
/54Trend7:
Googlization55Trend8:
SocialCRMhttp:
/toTwitterviaaprizedrawpromotedinTwitterTip:
RecruittoTwitterviaEmail57AndexclusiveFacebookB59Trend9:
Multi-touchattributionhttp:
/60Multichannelattributionwhogetsthecreditforsale?
ClickSEO“SunHoliday”ViewMSNbanner“Wintersun”ClickPPC“HotelsinKos”ClickTradedoublerPartnerXViewEmail“SpecialOffer”D14/0115/0123/0124/013/024/02ClickSEO“ThomasCook”5/02EventCampaignDetailDateOnsiteactivityLandingContentConfirmPurchaseSource:
61DateofpurchaseEventnumDateofeventEventSourcePlacementDetail/keyphraseOrderIDRevenue05/02/201009:
11114/01/201008:
54ClickSEOGoogleSunHolidayWB10s68152,156.1105/02/201009:
11215/01/201008:
54ViewDisplayMSNWinterSuncreativeWB10s68152,156.1105/02/201009:
11323/01/201008:
54ClickPPCGoogleHotelsinKosWB10s68152,156.1105/02/201009:
11424/01/201008:
54ClickAffiliateTradedoublerPartner13562WB10s68152,156.1105/02/201009:
11503/02/201008:
54ViewEmailWelcomeSpecialOfferWB10s68152,156.1105/02/201009:
11604/02/201008:
54DirectWB10s68152,156.1105/02/201009:
11705/02/201008:
54ClickSEOGoogleThomasCookWB10s68152,156.11Source:
6263Trend10:
PrivacyWars64Trend11:
Digitalmarketing=marketing?
http:
/finalquestionHowagileareyou?
“Itisnotthestrongestofthespeciesthatsurvives,northemostintelligentthatsurvives.Itistheonethatisthemostadaptabletochange.”66IRWmostcompanies,dontUpdatetheirsitestructure/layoutmorethanonceevery3-5yearsMaketimetodothingsdifferentlyasresultoftheiranalyticsHavetimeforpost-campaignreviewsUsetestingtoolstorevieweffectivenessofpageelements67LetsConnect!
Questions&discussionwelcomeBFEmailN
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