簡潔商務模板之標桿學習提升市場戰(zhàn)略davechaffeyb

2024/3/11簡潔商務模板之標桿學習提升市場戰(zhàn)略davechaffeybWelikecomparing…

Whybenchmark?ComparetodirectcompetitorsCompareout-of-sectorHighlightsfailings,but…Strivetobebest-in-breedDefinesprogresstogoals“Marketing&CRMfocusesonfourcorestrategicareas...OurbroadeCommercestrategycentresonafourpointplanwhichisbrokendownintoaseriesofindividuallydefinedanddetailedstrategicareas.Ouraimistobeexceptionalindeliveryacrosseach”

RussellGould,E-commerceDirector,ThomasCook

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

Q1.Howwelldefinedisyourplan?Detailedplan:

separate(27%)Detailedplan:

separate(27%)Detailedplan:

integrated

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

Q2.Howhaveyouassessedyourcapabilities?Downloadfrom:/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy

AnalternativebenchmarkingstudySource:GijsbertvanderSleen,Consultant,AtosConsultingContactthroughblog:http://www.maxx-online.nl

Conclusionsof2008studySource:GijsbertvanderSleen,Consultant,AtosConsultingContactthroughblog:http://www.maxx-online.nl

Q3.Whatisyourcapabilitymaturity?Source:CarnegieMellonUniversity

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

AnalyticscapabilitymaturityReal-timeapplication:Landing

optimisationMultivariatetestingJourneyoptimisationCMSIntegrationModelling:ResponseprobabilityAutomaticvisitor

segmentsContentclusteringContentandactivity

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

BarclaysUKretailbankingtoEconsultancymasterclassNov2008Q4.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

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

Q5.Doyouhavetherightteamstructure?“Noperfectwaytoorganisestructure.Asingleteamhasbenefitthey’re100%digital,breathingdigital,riskisthereisdisconnectwithofflineworld”Exampleofteamstructureforsmall-mediumretailerResources

neededfor

largedigital

team!Internetmarketinglightbulbjokes…HowmanySEOsdoesittaketochangealightbulb?Justone,butit’sgonnatakeabout3-6monthstostarttoseethelightbulbchange.Andthatlightbulb’sprettyhighupthere-areyousureyouwouldn’tratherchange10easierlightbulbs?HowmanyPPCexpertsdoesittaketo…?Justonebutthecostdependsonhowmuchtheotherlightbulbchangersarecurrentlycharging.Howmanysocialmediagurusdoesittaketo…It’snotaboutthechange-it’saboutengagingpeopleinconversationsaboutthelightbulbchange.Howmanywebanalystsdoesittaketo…Itdependswhichsystemyouuse/whoyouask.Source:/internet-marketing-jokes/9601/

Q6.Howautomatedisyouroptimization?Establishthecampaignobjectives

andmetricsforsuccessCrosschannelstrategymeetingstoensureintegratedplanningapproachAnalyseuserdemand,seasonalitytrends,competitivebenchmarkingandcombinewithforecasttoolsConductVisibility,Content&ReputationauditsandprovidedetailedrecommendationsProvideimplementationguidance&handholdthroughoutprocessObservechangestorankingsandtrafficlevelsandrefinestrategy.Useanalyticstounderstandnewuser’sintentUpdateRankingsReport&CampaignObjectivesReportandfeedinsightbackintostrategyRegularcallsandstatusmeetingswithclienttoensureapartnershipapproachAnalyseuserexperience,usabilityandconversionpathanalysisandfeedintoaudit.GainfurtherinsightbydeepdivingintoAnalyticsQ7.HowrefinedisyourSEMcapability?Source:Howgoodisyour

keyphrase-levelreporting?Shouldshow:PotentialperformancefromkeyphraseestimatorsYouractualperformance

(position,clicks,conversion,sales,value):Paid–absoluteandrelativeNatural–absoluteandrelativeQ8.HowrefinedisyoursiteconversionoptimizationJourneyoptimisation:Personalisedcontainers

acrosssiteOn-sitesearchConversionpath

optimisationRegistrationpagesShoppingbasketCheckoutLandingpage

OptimisationBrandmessagesProductinfoDatacollection

Homepage

OptimisationBrandmessagesEngagementMerchandisingAB2ChomepageoptimizationcasestudyIncentivisedLeadgenerationform

ConversionGoals+OVPProminentUniquephonenumberfortrackingSocialproof:BrandreassuranceTopcustomerconcernsansweredAB2BhomepageoptimizationSocialProofClearresponseoptionsMessagingtargetingkeyaudiencesSalesforcelandingpageSource:WebinarwithRichardWeaver,HeadofeCommerceOverridewithknown

slotSource:WebinarwithRichardWeaver,HeadofeCommerceMinorityofthesearchesonhomepage,soenterhereOVP:

Online

Value

PropositionRecommendedScore0-10BestsellersBasedonproductFeedof