10 questions to assess an organisation's digital marketing strategy capability. Presented to Omniture EMEA 2009 conference, April 2009.
Text of Benchmarking Digital Marketing Strategy
Benchmarking to improve your Digital marketing strategy Presented at Omniture Summit London, April 2009 Dave Chaffey, Director, Marketing Insights Ltd Daves Right Touching blog: www.davechaffey.com/blog/
We like comparing www.comparethemeerkat.com
Why benchmark?
Compare to direct competitors
Compare out-of-sector
Highlights failings, but
Strive to be best-in-breed
Defines progress to goals
Marketing & CRM focuses on four core strategic areas...Our broad eCommerce strategy centres on a four point plan which is broken down into a series of individually defined and detailed strategic areas. Our aim is to be exceptional in delivery across each Russell Gould, E-commerce Director, Thomas Cook Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide
Q1. How well defined is your plan? Detailed plan: separate (27%) Detailed plan: separate (27%) Detailed plan: integrated (50%) No Plan (22%) Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide
Q2. How have you assessed your capabilities? Download from: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy
An alternative benchmarking study Source: Gijsbert van der Sleen, Consultant, Atos Consulting Contact through blog: http://www.maxx-online.nl
Conclusions of 2008 study Source: Gijsbert van der Sleen, Consultant, Atos Consulting Contact through blog: http://www.maxx-online.nl
Q3. What is your capability maturity? Source: Carnegie Mellon University http://www.sei.cmu.edu
Digital marketing governance maturity Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide
Analytics capability maturity
Real-time application:
Landing-page optimisation
Multivariate testing
Journey optimisation
CMS Integration
Modelling:
Response probability
Automatic visitor segments
Content clustering
Content and activity association
Behaviour:
Recency
Frequency
Average Visit Length
Acquisition Method
Event stream
Section stream
Measures
# Users
# Visits
# Page views
Top pages
Top referrers
# Errors
Source: Presented by Julian Brewer, Head of Online Sales and Content Barclays UK retail banking to Econsultancy masterclass Nov 2008
Q4. Do you have the right resources?
% of marketing headcount who are digital specialists?
You: (a) 0-20% (b) 20-40% (c) >40%
Research: 1 in 3
Ratio:
2 A cquisition:
3 C onversion:
2 R etention:
8 IT
Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide
Detail from the research Source: Econsultancy Managing Digital Channels report. Author: Dave Chaffey http://econsultancy.com/reports/managing-digital-channels-best-practice-guide
Q5. Do you have the right team structure?
No perfect way to organise structure. A single team has benefit
theyre 100% digital, breathing digital, risk is there is disconnect
with offline world
Example of team structure for small-medium retailer
Resources needed for large digital team!
Internet marketing lightbulb jokes
How many SEOs does it take to change a light bulb?
Just one, but its gonna take about 3-6 months to start to see the light bulb change. And that light bulbs pretty high up there- are you sure you wouldnt rather change 10 easier light bulbs?
How many PPC experts does it take to?
Just one but the cost depends on how much the other light bulb changers are currently charging.
How many social media gurus does it take to
Its not about the change- its about engaging people in conversations about the light bulb change.
Establish the campaign objectives and metrics for success Cross channel strategy meetings to ensure integrated planning approach Analyse user demand, seasonality trends, competitive benchmarking and combine with forecast tools Conduct Visibility, Content & Reputation audits and provide detailed recommendations Provide implementation guidance & hand hold throughout process Observe changes to rankings and traffic levels and refine strategy. Use analytics to understand new users intent Update Rankings Report & Campaign Objectives Report and feed insight back into strategy Regular calls and status meetings with client to ensure a partnership approach Analyse user experience, usability and conversion path analysis and feed into audit. Gain further insight by deep diving into Analytics Q7. How refined is your SEM capability? Source:
How good is your keyphrase-level reporting?
Should show:
Potential performance from keyphrase estimators
Your actual performance (position, clicks, conversion, sales, value):
Paid absolute and relative
Natural absolute and relative
Q8. How refined is your site conversion optimization
Journey optimisation:
Personalised containers across site
On-site search
Conversion path optimisation
Registration pages
Shopping basket
Checkout
Landing page Optimisation
Brand messages
Product info
Data collection
Home page Optimisation
Brand messages
Engagement
Merchandising
A B2C home page optimization case study Incentivised Lead generation form Conversion Goals + OVP Prominent Unique phone number for tracking Social proof: Brand reassurance Top customer concerns answered
A B2B home page optimization Social Proof Clear response options Messaging targeting key audiences
Salesforce landing page
Source: Webinar with Richard Weaver, Head of eCommerce
Override with known slot Source: Webinar with Richard Weaver, Head of eCommerce
Minority of the searches on home page, so enter here OVP: Online Value Proposition Recommended Score 0-10 Best sellers Based on product Feed of sales Source: Webinar with Richard Weaver, Head of eCommerce
Q9. How refined is your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
Personalised British Airways Trip Guide Personalized with customer name Direct link to My booking area of BA.com Search fields pre-populated with customer travel dates and destination Customized destination information including sightseeing and airport info Source:
