简洁商务模板之标杆学习提升市场战略davechaffeyb课件

简洁商务模板之标杆学习提升市场战略davechaffeyb2023/7/16简洁商务模板之标杆学习提升市场战略davechaffeybWelikecomparing…

简洁商务模板之标杆学习提升市场战略davechaffeybWhybenchmark?ComparetodirectcompetitorsCompareout-of-sectorHighlightsfailings,but…Strivetobebest-in-breedDefinesprogresstogoals简洁商务模板之标杆学习提升市场战略davechaffeyb“Marketing&CRMfocusesonfourcorestrategicareas...OurbroadeCommercestrategycentresonafourpointplanwhichisbrokendownintoaseriesofindividuallydefinedanddetailedstrategicareas.Ouraimistobeexceptionalindeliveryacrosseach”

RussellGould,E-commerceDirector,ThomasCook

Source:EconsultancyManagingDigitalChannelsreport.Author:DaveChaffey/reports/managing-digital-channels-best-practice-guide

简洁商务模板之标杆学习提升市场战略davechaffeybQ1.Howwelldefinedisyourplan?Detailedplan:

separate(27%)Detailedplan:

separate(27%)Detailedplan:

integrated

(50%)NoPlan(22%)Source:EconsultancyManagingDigitalChannelsreport.Author:DaveChaffey/reports/managing-digital-channels-best-practice-guide

简洁商务模板之标杆学习提升市场战略davechaffeybQ2.Howhaveyouassessedyourcapabilities?Downloadfrom:/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy

简洁商务模板之标杆学习提升市场战略davechaffeybAnalternativebenchmarkingstudySource:GijsbertvanderSleen,Consultant,AtosConsultingContactthroughblog:http://www.maxx-online.nl

简洁商务模板之标杆学习提升市场战略davechaffeybConclusionsof2008studySource:GijsbertvanderSleen,Consultant,AtosConsultingContactthroughblog:http://www.maxx-online.nl

简洁商务模板之标杆学习提升市场战略davechaffeybQ3.Whatisyourcapabilitymaturity?Source:CarnegieMellonUniversity

简洁商务模板之标杆学习提升市场战略davechaffeybDigitalmarketinggovernancematuritySource:EconsultancyManagingDigitalChannelsreport.Author:DaveChaffey/reports/managing-digital-channels-best-practice-guide

简洁商务模板之标杆学习提升市场战略davechaffeybAnalyticscapabilitymaturityReal-timeapplication:Landing

optimisationMultivariatetestingJourneyoptimisationCMSIntegrationModelling:ResponseprobabilityAutomaticvisitor

segmentsContentclusteringContentandactivity

associationBehaviour:RecencyFrequencyAverageVisitLengthAcquisitionMethodEventstreamSectionstreamMeasures#Users#Visits#PageviewsToppagesTopreferrers#ErrorsSource:PresentedbyJulianBrewer,HeadofOnlineSalesandContent

BarclaysUKretailbankingtoEconsultancymasterclassNov2008简洁商务模板之标杆学习提升市场战略davechaffeybQ4.Doyouhavetherightresources?%ofmarketingheadcountwho

aredigitalspecialists?You:(a)0-20%(b)20-40%(c)>40%Research:1in3Ratio:2

Acquisition:3

Conversion:2

Retention:8

ITSource:EconsultancyManagingDigitalChannelsreport.Author:DaveChaffey/reports/managing-digital-channels-best-practice-guide

简洁商务模板之标杆学习提升市场战略davechaffeybDetailfromtheresearchSource:EconsultancyManagingDigitalChannelsreport.Author:DaveChaffey/reports/managing-digital-channels-best-practice-guide

简洁商务模板之标杆学习提升市场战略davechaffeybQ5.Doyouhavetherightteamstructure?“Noperfectwaytoorganisestructure.Asingleteamhasbenefitthey’re100%digital,breathingdigital,riskisthereisdisconnectwithofflineworld”Exampleofteamstructureforsmall-mediumretailer简洁商务模板之标杆学习提升市场战略davechaffeybResources

neededfor

largedigital

team!简洁商务模板之标杆学习提升市场战略davechaffeybInternetmarketinglightbulbjokes…HowmanySEOsdoesittaketochangealightbulb?Justone,butit’sgonnatakeabout3-6monthstostarttoseethelightbulbchange.Andthatlightbulb’sprettyhighupthere-areyousureyouwouldn’tratherchange10easierlightbulbs?HowmanyPPCexpertsdoesittaketo…?Justonebutthecostdependsonhowmuchtheotherlightbulbchangersarecurrentlycharging.Howmanysocialmediagurusdoesittaketo…It’snotaboutthechange-it’saboutengagingpeopleinconversationsaboutthelightbulbchange.Howmanywebanalystsdoesittaketo…Itdependswhichsystemyouuse/whoyouask.Source:/internet-marketing-jokes/9601/

简洁商务模板之标杆学习提升市场战略davechaffeybQ6.Howautomatedisyouroptimization?简洁商务模板之标杆学习提升市场战略davechaffeybEstablishthecampaignobjectives

andmetricsforsuccessCrosschannelstrategymeetingstoensureintegratedplanningapproachAnalyseuserdemand,seasonalitytrends,competitivebenchmarkingandcombinewithforecasttoolsConductVisibility,Content&ReputationauditsandprovidedetailedrecommendationsProvideimplementationguidance&handholdthroughoutprocessObservechangestorankingsandtrafficlevelsandrefinestrategy.Useanalyticstounderstandnewuser’sintentUpdateRankingsReport&CampaignObjectivesReportandfeedinsightbackintostrategyRegularcallsandstatusmeetingswithclienttoensureapartnershipapproachAnalyseuserexperience,usabilityandconversionpathanalysisandfeedintoaudit.GainfurtherinsightbydeepdivingintoAnalyticsQ7.HowrefinedisyourSEMcapability?Source:简洁商务模板之标杆学习提升市场战略davechaffeybHowgoodisyour

keyphrase-levelreporting?Shouldshow:PotentialperformancefromkeyphraseestimatorsYouractualperformance

(position,clicks,conversion,sales,value):Paid–absoluteandrelativeNatural–absoluteandrelative简洁商务模板之标杆学习提升市场战略davechaffeybQ8.HowrefinedisyoursiteconversionoptimizationJourneyoptimisation:Personalisedcontainers

acrosssiteOn-sitesearchConversionpath

optimisationRegistrationpagesShoppingbasketCheckoutLandingpage

OptimisationBrandmessagesProductinfoDatacollection

Homepage

OptimisationBrandmessagesEngagementMerchandising简洁商务模板之标杆学习提升市场战略davechaffeybAB2ChomepageoptimizationcasestudyIncentivisedLeadgenerationform

ConversionGoals+OVPProminentUniquephonenumberfortrackingSocialproof:BrandreassuranceTopcustomerconcernsanswered简洁商务模板之标杆学习提升市场战略davechaffeybAB2BhomepageoptimizationSocialProofClearresponseoptionsMessagingtargetingkeyaudiences简洁商务模板之标杆学习提升市场战略davechaffeybSalesforcelandingpage简洁商务模板之标杆学习提升市场战略davechaffeybSource:WebinarwithRichardWeaver,HeadofeCommerce简洁商务模板之标杆学习提升市场战略davechaffeybOverridewithknown

slotSource:WebinarwithRichardWeaver,HeadofeCommerce简洁商务模板之标杆学习提升市场战略davechaffeybMinorityofthesearchesonhomepage,soenterhereOVP:

Online

Value

PropositionRecommendedScore0-10BestsellersBasedonproductFeedofsalesSource:WebinarwithRichardWeaver,HeadofeCommerce简洁商务模板之标杆学习提升市场战略davechaffeybPresente