网络营销趋势(英文).pptx
- 文档编号:2512654
- 上传时间:2022-10-30
- 格式:PPTX
- 页数:67
- 大小:17.39MB
网络营销趋势(英文).pptx
《网络营销趋势(英文).pptx》由会员分享,可在线阅读,更多相关《网络营销趋势(英文).pptx(67页珍藏版)》请在冰豆网上搜索。
111#digitalmarketingTrendsfor2011DrDaveChaffey,CEO,SmartInsightsPresentedto:
ManchesterMetropolitanUniversityBusinessSchool20thJanuary2010Downloadpresentationfrom:
SmartI2Not!
3OpportunitiesThreatsandheadaches1.Content/engagementstrategy7.Googlization2.Digitalmarketingoptimisation8.SocialCRM3.RightTouching9.Touchpointattribution4.Socialmediamarketing10.Privacywars5.Displayresurgence11.Digitalmarketing=marketing6.MobileApps11trends4http:
/www.google.co.uk/search?
q=digital+marketing+trends+2011Wellwortharead:
http:
/5BooksQualifications:
CertDigMandDipDigMBestpracticeguidesAboutDaveChaffeyAnalyticsadvice,software&consultingSearch&conversionconsultingwww.clickthrough-62010consumertechadoption7HypeCycleshttp:
/ismoreeffective?
Trendfollowingorvisionfollowing?
http:
/talesofthepathtodigitalexcellencehttp:
/journeytodigitalmarketinghttp:
/Trend1:
Content/engagementstrategy12http:
/13DevelopingyourOVPCorebrandproposition=MarketingMix:
1Whoyouare?
2Whatyoudo?
3Whereyoudoit?
4Whatmakesyoudifferent?
5Howcanourdigitalpresencehelpyoudecide?
TheOVPOVP-OnlineValuePropositionWhatcanyourprovidetohelp/inform/entertainmeonline?
Reinforcescorebrandpropositionandcredibility,butmessagingshowsDifferentOVPsfordifferentmarketsandaudiencesValuethatasitevisitorgetfromyouronlinebrandorcampaignthatTheycantgetfromyouoffline?
Theycantgetfromcompetitors?
DevelopcontentstrategytodeliverOVPsCommunicatemessageforcefully:
onlineandofflineKeyPoint14Isyoucontentexceptional?
15www.i-to-VideoOVPSeetips:
http:
/siteandbusinessinnovationideasthroughUservoiceCrowdsource!
1768%CTR229downloadsContentstrategyexampleSeehttp:
/youneedacontentstrategist?
“Drivethedevelopmentandorganizationofcontentthatisuseful,compellingandmeaningfuldirectlyonandindirectlythroughdistributedcontent”http:
/20Trend2:
DigitalmarketingoptimisationModellingEffectivenessDoingtheRightThingResearchandAnalysisOptimisationEfficiencyDoingtheThingRightContinuousimprovementAutomationEfficiencyDoingtheThingRightAutomatedtools2121Q.Howautomatedisyouroptimization?
22http:
/Recommended:
ShufflePoint,GADataGrabber2324Source:
Plannedconversionoptimisation2526Howeffectiveisyourscent?
WHYCHOOSEUS?
WHERE/HOWTOBUY?
NEWCUSTOMER?
ExampleSCENTTRAILS27AutoglassMVTcasestudy-control28TVComparison+2.4%+2.4%TV-Off+6.4%+6.4%TV-On-1.3%-1.3%+14.8%+14.8%29Servicemessagetesting+5.3%+5.3%30UseFeedbacktoolsfor“Why”not“What”http:
/mayhavebeenkinginthe1990sbutcloseproofreadingisasimportantnowasiteverhasbeen.Whenwritingaboutcomplexissues,itsimportanttogetthesyntaxandsenseofsentencesrighttohelpreadersunderstandwhatyouaretryingtoexplain.Secondly,yoursiteusesacronymsandjargoninawaywhichassumesdetailedknowledgeofdigitalmarketing.Thishastheeffectofalienatingthoseofuswhoreadyourupdatesinthehopeoflearningandgaininganunderstandingofdigitalconcepts.Wegetthefeelingyouretryingtoshowoffwithyourcleverterminologywhen,infact,mostmarketingcomesfowntocommonsensereally.MoreemphasisonsenseandplainEnglishwouldimrovetheusabilityofyoursiteandnewsletters.Oneruletofollowistospelloutacronymsthefirsttimetheyareused.Dontassumeunderstanding.Pureplays-eh?
IntegrationoftoolsetsthroughAPIsandXMLfeeds.Thisisntagrammaticalsentence:
Refineandautomateyourcontactstrategiestosupportrighttouchingrequiresinvestmentinintegratedcontactstrategiesprojectupfrontwhichiswhymanyhaventimplementedyet.Icouldgoon!
ThanksOuch!
32Whatdocustomersvalue?
Think?
AnalyticswillonlyshowyouWhatnotWhyothertoolscanhelpiPerceptionshttp:
/website.Difficulttofinditemasnosearchboxprovidedforshortcut”“Icantfindanypricesonyourwebsite”“WouldliketoseewhereIcanbuyproductsfrom”.33http:
/34Trend3:
RightTouching=Engagementoptimisation35PresentedbyGrantBaillieofArgosat2008Emailmarketingconference,withpermissionYouremailmarketingcapability?
36ExampleofdynamiccontentinsertionPresentedbyGrantBaillieofArgosat2008Emailmarketingconference,withpermisssionTip.Changeorderofoffersorfeaturesaccordingtosegmenttoincreaserelevance37Q.DoyouhaveaneventtriggeredE-communicationsstrategy?
BT-Itsallaboutpastactions“Recognitionofactivity”PurchaseDispatched+7d+14d+21dRecognitionofpreviouspurchase39Trend4:
Socialmediamarketing40Drivingtraffic?
ThatstheoldwayYourwebsiteSearchmarketingAffiliatemarketingDisplayadvertisingEmailmarketingSource:
UpdatedfromanideabythegreatDavidHughes41Thebeatingheartpushingcontentout.EmailBlogsRSSfeedsSocialNetworkbrandpageAuthorsStaffReadersNewsAlertsUpdatesCompetitionsDiscussionConnectionNewsletterAlertsUpdatesSource:
UpdatedfromanideabythegreatDavidHughesYoursite4243Excuseswhycompaniesdont
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 网络营销 趋势 英文