1. 12 Digital Marketing trends for 2012 Dave Chaffey Presented for The IDM at: AdTech London, 21-09-2011 www.smartinsights.com

2. Books Qualifications: Cert DigM and Dip DigM Best practice guides About Dave Chaffey Analytics advice, software & consulting www.smartinsights.com/ Search & conversion consulting www.clickthrough-marketing.com

4. What’s New? http://www.smartinsights.com/blog/digital-marketing-strategy/technology-for-innovation-in-marketing/

5. 1. Search engine optimisation7. Ad network innovation 2. Social media optimisation8. Privacy compliance 3. Content optimisation9. Cross-channel optimisation 4. Content aggregation10. Mobile marketing 5. Gamification 11. Website performance optimisation 6. Video marketing12. Performance marketing Agenda 12 marketing opportunities

6. An engagement strategy is essential to cut-through “ The importance of developing an engaging, shareable brand increases each day : algorithms and people FAVOUR THE MOST ENGAGING BRANDS ”

7. “Every business needs to be a multi-channel publisher now”

8. Opportunities to engage in 2012 http://www.smartinsights.com/digital-marketing-strategy-alerts/new-media-options/

9. SEARCH ENGINE OPTIMISATION Tactic 1 INBOUND MARKETING What percentage of SEO site visitors enter through your home page?

10. 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…

11. Deep SEO example http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/

12. SOCIAL MEDIA OPTIMISATION (SMO) Tactic 2 INBOUND MARKETING “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 ”

13. 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/

14. CONTENT OPTIMSATION Tactic 3 INBOUND MARKETING http://www.ruderfinn.com/rfrelate/intent/intent-index.html

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

16. WILL GOOGLE+ BE IMPORTANT IN 2012?

17. CONTENT AGGREGATION Tactic 4 INBOUND MARKETING

18. GAMIFICATION Tactic 5 http://www.smartinsights.com/digital-marketing-strategy-alerts/pleasure-the-future-of-marketing/

19. VIDEO MARKETING Tactic 6 http://www.smartinsights.com/blog/digital-marketing-strategy/b2b-video-marketing/ http://www.flimp.net/index.php/client-examples-

21. AD NETWORK INNOVATION Tactic 7

23. PRIVACY COMPLIANCE Tactic 8

24. Are you worried about 27 th May 2012? http://www.smartinsights.com/analytics-conversion-optimisation-alerts/cookie-privacy-law/

25. CROSS-CHANNEL MARKETING Tactic 9 Q. Do you research purchases on the Internet before buying them from a store?

26. Understanding multichannel behaviour http://www.docstoc.com/docs/57974671/GFK-Ropo-Vodafone http://issuu.com/lorenzoghini/docs/internet-trends-daniel-meyer/search

27. http ://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/

28. MOBILE PLATFORM OPTIMISATION Tactic 10

29. Mobile maximization case study - Belron Source: Craig Sullivan: http://www.slideshare.net/sullivac/http://www.slideshare.net/sullivac/

30. WEBSITE PERFORMANCE OPTIMISATION Tactic 11 http://blog.davechaffey.com/post/9920176082/for-speed-freaks-only-im-researching-impact-of

31. PERFORMANCE MARKETING = USING WEB ANALYTICS Tactic 12

32. Marketing optimisation Source: Q. What about you? Q. What about you?

33. 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/ Source: Craig Sullivan @OptimiseorDie http://www.slideshare.net/sullivac/

34. A final thought: Do you have a strategy? http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

35. Let’s Connect! Questions & discussion welcome Blog www.smartinsights.com/blog Feeds www.feedburner.com/smartinsights Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey ww w.facebook.com/davechaffey www.twitter.com/DaveChaffey