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1@DaveChaffey
ESSENTIAL DIGITAL MARKETING TOOLS FOR ECOMMERCE 2016
Dr Dave Chaffey. SmartInsights.com
Download: http://slideshare.net/davechaffey
2@DaveChaffey
So many tools, so many tasks, so little time!
AGENDATools to help you boost sales across all customer touchpoints
Reach Act Convert Engage
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About Dave Chaffey
Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million unique visitors each quarter.
Expert
members in over 80 countries use our planning guides, templates
and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for
members.
Download our free tools guide: http://bit.ly/smartdigitaltools
Specialist Digital Marketing consultant, trainer and author since ‘97.
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Q. Which digital marketing activity will most increase YOUR
commercial returns in 2016? 1. “Big Data” 2. Content Marketing 3. Marketing Automation
(incl. email, lead scoring, personalisation) 4. Mobile Marketing 5. Conversion Rate Optimisation
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Download Managing Content Marketing Europe 2016 reporthttp://hubs.ly/H02xJnl0
8@DaveChaffeyFree download: http://bit.ly/smartgraphics
Create a framework!
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30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools
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How we chose the tools 1. The most popular tools by volume of usage – so
widely used, freemium or lower cost tools tend to be ranked most highly except in categories of enterprise tools.
2. Services we use or are familiar with and are rated highly by tools review sites. Voice of the Crowd from G2Crowd, Capterra, Trust Radius, Alternative To.
3. Services suitable for small and mid-size businesses with limited tools budgets.
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30 Digital Tools categories #2
Download: http://bit.ly/smartdigitaltools
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Questions prompted?! Is ‘Best-of-breed’ or ‘all-in-one’ best?
Can Marketing Clouds deliver?
How do we avoid ‘Analysis Paralysis’
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Recommended Tool: Marketizator !
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What’s Hot with you?
Please tweet a new specific Digita tactic or tool in each
section you won’t be able to live without in 2017 to…
@Marketizator
16@DaveChaffeySource: Scott Brinker (@ChiefMartech)
With thanks to… Scott Brinker
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…and Brian Solis
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But, remember that…
“Tools won’t get you far without
Plans, People and Processesto optimise your
customer experience”
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You alsoneed to getthe HiPPO on board
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Improving Reach
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Search and Email Marketing Still Rock!“Social Sucks” or does it?!
Source: Custora Pulse
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Recommended tool: Similar Web
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Increasing InterACTion
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Recommended Tool – Hot Jar
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Define and optimize conversion pathways
Why IS “mobile first” is a mantra?“MULTICHANNEL EXPERIENCE” SHOULD BE
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Is mobile responsive sufficient?
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AO.com adaptive
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Increasing Conversion
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The CRO mindset + process
Source: Chris Goward - WiderFunnel
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UK Ecommerce example of mindset
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Recommended Tool: Convert.com
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Pop-ups still work really well (unfortunately)
Source: Kath Pay on Smart Insights
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Our experience = it works!
Test example from Convert.com
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38@DaveChaffeySource @OptimiseorDiehttp://www.youtube.com/watch?v=VRYbpfrrxbg
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Improving Engagement
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Understanding and act on loyalty drivers
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Practical Tip – using customer feedback toolshttp://bit.ly/smartfeedback
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Recommended tool: Talkwalker Alerts
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Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey
Free interactive tool – review your digital capabilities
http://www.smartinsights.com/howgood/
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