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12 Digital Marketing trends for 2012

12 Digital Marketing trends for 2012. Dave Chaffey Presented for The IDM at: AdTech London, 21-09-2011 www.smartinsights.com. About Dave Chaffey. Analytics advice, software & consulting www.smartinsights.com/ Search & conversion consulting www.clickthrough-marketing.com. Books

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12 Digital Marketing trends for 2012

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  1. 12 Digital Marketing trends for 2012 Dave Chaffey Presented for The IDM at: AdTech London, 21-09-2011 www.smartinsights.com

  2. About Dave Chaffey Analytics advice, software & consulting www.smartinsights.com/ Search & conversion consulting www.clickthrough-marketing.com Books Qualifications: Cert DigM and Dip DigM Best practice guides

  3. What’s New? http://www.smartinsights.com/blog/digital-marketing-strategy/technology-for-innovation-in-marketing/

  4. Agenda12 marketing opportunities

  5. An engagement strategyis essential to cut-through “The importance of developing an engaging, shareable brand increases each day : algorithms and people FAVOUR THE MOST ENGAGING BRANDS”

  6. “Every business needs to be a multi-channel publisher now”

  7. Opportunities to engage in 2012 http://www.smartinsights.com/digital-marketing-strategy-alerts/new-media-options/

  8. What percentage of SEO site visitors enter through your home page? Tactic 1 INBOUND MARKETING Search engine optimisation

  9. What is deep SEO? • Improving SEO that is non home page related. Most important for retailers… Reminder that • Multiple home pages matter (category/subcat) • Deeplinks matter • Duplicate content, so unique copy matters • Link equity flow through internal links matter • SMO matters • Example…

  10. Deep SEO example http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/

  11. Tactic 2 INBOUND MARKETING Social media optimisation (SMO) • “A systematic approach to improving the business contribution of social media marketing and related activities including PR, SEO, content marketing and display advertising integrated across all company online presences and offline communications”

  12. What is SMO? • Two views: • Narrow: Using social activities to support SEO • Broad: Improving effectiveness of all social media marketing • Optimising this process – from central hub: http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/

  13. Tactic 3 INBOUND MARKETING Content optimsation http://www.ruderfinn.com/rfrelate/intent/intent-index.html

  14. http://www.smartinsights.com/social-media-marketing-alerts/email-facebook-copywriting/http://www.smartinsights.com/social-media-marketing-alerts/email-facebook-copywriting/

  15. Will Google+ be important in 2012?

  16. Tactic 4 INBOUND MARKETING Content aggregation

  17. Tactic 5 Gamification http://www.smartinsights.com/digital-marketing-strategy-alerts/pleasure-the-future-of-marketing/

  18. Tactic 6 Video marketing http://www.smartinsights.com/blog/digital-marketing-strategy/b2b-video-marketing/ http://www.flimp.net/index.php/client-examples-

  19. Tactic 7 AD NETWORKINNOVATION

  20. Tactic 8 Privacy compliance

  21. Are you worried about 27th May 2012? http://www.smartinsights.com/analytics-conversion-optimisation-alerts/cookie-privacy-law/

  22. Q. Do you research purchases on the Internet before buying them from a store? Tactic 9 Cross-channel marketing

  23. Understanding multichannel behaviour http://www.docstoc.com/docs/57974671/GFK-Ropo-Vodafone http://issuu.com/lorenzoghini/docs/internet-trends-daniel-meyer/search

  24. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/

  25. Tactic 10 Mobile platform optimisation

  26. Mobile maximization case study - Belron Source: Craig Sullivan: http://www.slideshare.net/sullivac/

  27. Tactic 11 Website performance optimisation http://blog.davechaffey.com/post/9920176082/for-speed-freaks-only-im-researching-impact-of

  28. Tactic 12 Performance marketing= using web analytics

  29. Marketing optimisation Q. What about you? Source:

  30. Source: Craig Sullivan @OptimiseorDie http://www.slideshare.net/sullivac/ http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/ http://www.smartinsights./analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

  31. A final thought:Do you have a strategy? http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

  32. Let’s Connect! Questions & discussion welcome uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey • Blog www.smartinsights.com/blog • Feeds www.feedburner.com/smartinsights • Email Newsletter www.smartinsights.com

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