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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

12 Digital Marketing trends for 2012

Dave Chaffey

Presented for The IDM at:

AdTech London, 21-09-2011

www.smartinsights.com

about dave chaffey
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

what s new
What’s New?

http://www.smartinsights.com/blog/digital-marketing-strategy/technology-for-innovation-in-marketing/

an engagement strategy is essential to cut through
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”

opportunities to engage in 2012
Opportunities to engage in 2012

http://www.smartinsights.com/digital-marketing-strategy-alerts/new-media-options/

what is deep seo
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…
deep seo example
Deep SEO example

http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/

social media optimisation smo
Tactic 2 INBOUND MARKETINGSocial 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”
what is smo
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/

content optimsation
Tactic 3 INBOUND MARKETINGContent optimsation

http://www.ruderfinn.com/rfrelate/intent/intent-index.html

slide15

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

gamification
Tactic 5Gamification

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

video marketing
Tactic 6Video marketing

http://www.smartinsights.com/blog/digital-marketing-strategy/b2b-video-marketing/

http://www.flimp.net/index.php/client-examples-

are you worried about 27 th may 2012
Are you worried about 27th May 2012?

http://www.smartinsights.com/analytics-conversion-optimisation-alerts/cookie-privacy-law/

understanding multichannel behaviour
Understanding multichannel behaviour

http://www.docstoc.com/docs/57974671/GFK-Ropo-Vodafone

http://issuu.com/lorenzoghini/docs/internet-trends-daniel-meyer/search

slide27

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/

mobile maximization case study belron
Mobile maximization case study - Belron

Source: Craig Sullivan: http://www.slideshare.net/sullivac/

website performance optimisation
Tactic 11Website performance optimisation

http://blog.davechaffey.com/post/9920176082/for-speed-freaks-only-im-researching-impact-of

marketing optimisation
Marketing optimisation

Q. What

about you?

Source:

slide33

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/

a final thought do you have a strategy
A final thought:Do you have a strategy?

http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

let s connect questions discussion welcome
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