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E-marketing Insights compilation for 2005
E-marketing Essentials are 5 significant articles or links about E-marketing developments that I blog about each month. They are sent as an E-newsletter to attendees of my digital marketing workshops and others who have subscribed at www.davechaffey.com. This "best-of" compilation groups the articles into 6 topic areas at the start and then lists the entire series of 10 at the end.
Best of E-marketing Essentials
Compiled by:Dr Dave Chaffey
E-marketing Essentials are 5 significant articles or links about E-marketing developments that I blog about each month. They are sent as an E-newsletter to attendees of my digital marketing workshops and others who have subscribed
This “best-of“ compilation groups the articles into 6 topic areas at the start and then lists the entire series of 10 at the end.
Table of Contents
1. General articles on E-marketing
6. Customer experience management
7. E-MARKETING ESSENTIALS BRIEFING: January 2005
8. E-MARKETING ESSENTIALS BRIEFING : February 2005
9. E-MARKETING ESSENTIALS BRIEFING: March 2005
10. E-MARKETING ESSENTIALS BRIEFING: April 2005
11. E-MARKETING ESSENTIALS BRIEFING : June 2005
12. E-MARKETING ESSENTIALS BRIEFING: Sept 2005
13. E-MARKETING ESSENTIALS BRIEFING : October 2005
14. E-MARKETING ESSENTIALS BRIEFING : November 2005
15. E-MARKETING ESSENTIALS BRIEFING: November 2005
1. General articles on E-marketing
1. Managing an E-commerce Team:Integrating Digital Marketing into your organisation
This is a 50 page "view from the frontline" research report I have produced for E-consultancy earlier in the year. It provides an in-depth review of best practice in how to integrate digital marketing into medium and large organisations.
It is based on interviews with many major players in UK and European-based E-commerce including E-commerce managers from Alliance & Leicester, BCA Interactive, BP, Carphone Warehouse, DTI, Henderson Global Investors, Lloyds TSB, MTV, MyTravel, Orange, Ordnance Survey, Shell, Sony, TUI and Wheel.
I have been delighted that many managers who have read the report have told me it has help them think through their approaches to structuring and resourcing digital marketing.
Download the free summary or detailed 50 page report:
http://www.davechaffey.com/E-business/Ch10-Change/Managing-an-E-commerce-Team
2. Achieving customer retention online (December)
A review of the success factors for achieving customer retention online with a review of alternative targeting techniques and touch strategies.
http://www.davechaffey.com/E-marketing-Insights/Internet-marketing-articles
3. The long-tail (April)
In this post, I summarise the implications of the Long-tail for different aspects of digital marketing.
http://www.davechaffey.com/E-business/C5-Strategy/The-Long-tail
4. Proving the returns from multichannel marketing (Jan)
This is a useful compilation of articles and cases from E-consultancy on approaches to demonstrating how online marketing activities impacts offline sales. It also covers the reverse situation.
5. Most effective e-communications tools (Feb?)
The annual Marketing Sherpa survey of most and least effective online marketing techniques. Based on attendees to US Ad-Tech event – one of the top US digital trade shows.
5. Making the Case for Interactive Spend (Mar)
Arguing for sufficient spend in online media is a challenge for digital marketing specialists with both clients and their agencies.
This is a collection of articles and links on this topic:
1. Search engine marketing (March)
Three introductory guides to search engine marketing including (1) Approaches to keyphrase analysis and selection; (2) Search engine optimisation (SEO) and (3) Pay Per Click marketing.
http://www.davechaffey.com/E-marketing-Insights/Search-engine-marketing
2. More Google ranking factors
A new, relatively easy to follow compilation from SEOMOZ lists 103 factors with indication of the 10 most important.
3. UK Search engine popularity research (March)
A new compilation of the Top 20 UK search engines, based not only the usual audience metric, but also number of clicks per searcher which throws up a few surprises.
4. Heatmap of search response behaviour (April)
Eyetracking results for Google displayed as a colour-coded heatmap, indicating user behaviour when viewing search engine results pages.
1. Affiliate marketing
A basic primer on affiliate marketing for retailers who aren't actively involved in this area yet.
http://www.davechaffey.com/E-marketing-Insights/Affiliate-marketing
1. E-permission marketing (March)
An introduction to using web and e-mail marketing to build and develop customer relationships.
http://www.davechaffey.com/E-marketing-Insights/E-mail-marketing
2. New UK E-mail marketing benchmarking study (March)
E-mail marketers are always keen to see how their campaigns perform relative to the industry. January 2005 saw the launch of a major new UK E-mail benchmarking initiative:
http://www.davechaffey.com/Total-E-mail-Marketing/E-mail-benchmarking-survey
3. Accessible E-mail Newsletter guidelines
I'm sometimes asked whether Disability and Discrimination laws apply to e-mails and e-newsletters.
An interesting question since 99 percent of the writing about DDA and Accessibility refers to
web sites. This post gives some UK developed guidelines.
http://www.davechaffey.com/Total-E-mail-Marketing/Accessible-E-newsletter-guidelines
4. Improving e-mail 'renderability'
Renderability is when the HTML E-mail creatives are not formatted as designed in different e-mail readers with different setups. This is a state of the art survey from the US and I have also included some guidelines from the UK.
http://www.davechaffey.com/Total-E-mail-Marketing/E-mail-renderability
1. Seven Principles of Effective Online Ads
A good compilation of useful creative tips (rather than fundamental principles) from iMediaConnection.
2.Bill Gates video on future of Digital Marketing
Bill Gates doesn't usually speak so much specifically on digital marketing, so it was a big coup for the UK's Interactive Advertising Bureau to get him to speak on 27th October '05
Watch the video here or see related articles on UK online marketing spend.
http://www.davechaffey.com/Internet-Marketing/C1-Introduction/Bill-Gates-Digital-Marketing
3. UK Online Ad effectiveness study (Mar)
Wanadoo commissioned OMD UK to investigate user perceptions of different ad formats. Research findings are summarised and useful creative guidelines for different ad formats are given:
4. Mobile marketing applications
It's been a while since i looked at this, and the scale of the market
has expanded dramatically - it's worth $1 billion in the UK in 2005.
This review gives 20 different applications for mobile marketing.
http://www.davechaffey.com/E-marketing-Insights/Internet-advertising-online
5. List of UK ad networks
Finding options for placing interactive display ads (not paid search ads) or setting up partnerships can be difficult if you are not using a specialist media buyer.
This is a handy list for finding out what is available in different categories.
1. Persuasion marketing and design persona marketing (June)
"Call-to-action" is a significant new book relevant to anyone managing a web site
aimed at generating sales or leads.
I recommend it for the detailed practical tips and "quick wins" on increasing
conversion rates of site visit to outcome.
Read the first chapter here:
http://www.davechaffey.com/Internet-Marketing/C9-Maintain-Monitor/Web-analytics/Call-to-action/
Also relevant to improve website effectiveness are these articles on
customer-centric web design using personas and scenarios:
Using Personas to inform web design
2. Online buyer behaviour – impact on brand loyalty (Nov)
I have only just become aware of this AOL UK sponsored research completed in 2004. But's its worth checking for the presentation showing how the Internet is changing multi-channel buyer-behaviour and
loyalty to brands in different sectors.
http://www.davechaffey.com/Internet-Marketing/C5-Marketing-Mix/Brand-New-World-Research
3. Satisficing consumer behaviour online (Sept)
When we create online services, we often base our designs for our customer
experiences on rational models of how online users behave.
This research reminds us that, in reality, consumers are often far from rational, so we need to build this into our online designs and our design process by including a range of design personas between rational 'maximiser' behaviour and less-rational "satisficer" behaviour.
4. Usability initiative checklist
A 6 page guide outlining areas to consider when commissioning web usability projects.
From UK Usability Professionals Association.
7. E-MARKETING ESSENTIALS BRIEFING: January 2005
1. Proving the returns from multichannel marketing
-----------------------------------------------
This is a useful compilation of articles and cases
from E-consultancy on approaches to demonstrating how online marketing
activities impacts offline sales. It also covers the reverse situation.
2. Model web contract
---------------------
If you are responsible for outsourcing web site or campaign microsite
builds or updates with an agency, this model contract for UK law could
help show that you are covering the key areas which sometimes give
rise to dispute.
Model web site design contract
3. Presentations IDM Digital Marketing conference
-------------------------------------------------
The Institute of Direct Marketing convened its
first Digital Marketing Conference in November last year.
Presentations may be useful if you are presenting to colleagues
about the merits of different e-media, e.g. paid search, viral,
e-mail marketing since the papers presented are available for download.
4.2004 Online advertising report
--------------------------------
A free 22 page report on the state of UK Market includes
cases from Multimap (Geo-targeting), Alliance and Leicester (PPC)
and Sony-Ericsson (online sponsorship).
Other recent reports include Online Financial Services, Online Retail,
Gambling and Wi-Fi.
5. Affiliate marketing (Jan)
----------------------
My most recent CIM WNIM article is a basic primer on affiliate marketing for retailers who aren't actively involved in this area yet.
Same as last month, since WNIM took a break over Xmas.
http://www.davechaffey.com/E-marketing-Insights
1. New specialised e-marketing training courses
-----------------------------------------------
I have worked with E-consultancy (http://www.e-consultancy.com) to develop
a series of advanced training courses on key e-marketing topics which are
complementary to the more general CIM courses.
These 1/2 day training courses in London which will be delivered by
leading specialists in their field include:
* Accessibility
* Affiliate marketing
* PPC search marketing
* SEO
* Online PR
These courses are at the bottom of this page:
http://www.davechaffey.com/My-Training
2. Most effective e-communications tools
----------------------------------------
The annual Marketing Sherpa survey of most and least effective
online marketing techniques. Based on attendees to US Ad-Tech event
- one of the top US digital trade shows.
3. Making the Case for Interactive Spend
----------------------------------------
Arguing for sufficient spend in online media is a challenge for
digital marketing specialists with both clients and their agencies.
This is a collection of articles and links on this topic:
4.Google updates to PPC
-----------------------
There were a couple of sigfnificant changes in January made
by Google which involve affiliates and tracking of Google.
There was also a good article on integrating Google with offline campaigns.
5. Affiliate marketing
----------------------
My most recent CIM WNIM article is a basic primer on affiliate marketing
for retailers who aren't actively involved in this area yet.
Sorry, still same as last month, since WNIM took an extended break over Xmas.
Next three are on Search engine marketing
http://www.davechaffey.com/E-marketing-Insights
1. New UK E-mail marketing benchmarking study
---------------------------------------------
E-mail marketers are always keen to see how their campaigns perform
relative to the industry. January 2005 saw the launch of a major
new UK E-mail benchmarking initiative:
http://www.davechaffey.com/Total-E-mail-Marketing/E-mail-benchmarking-survey
2. UK Search engine popularity research
---------------------------------------
A new compilation of the Top 20 UK search engines, based not only the
usual audience metric, but also number of clicks per searcher
which throws up a few surprises...
3. UK Online Ad effectiveness study
----------------------------------------
Wanadoo commissioned OMD UK to investigate user perceptions
of different ad formats. Research findings are summarised and
useful creative guidelines for different ad formats are given:
4. Online Press release services
--------------------------------
These services, some of which are free, enable you to post your
press releases on third party sites which are accessed by journalists
who may also subscribe to them. They can also help with search engine
optimisation, since keyphrases relevant to your company will be
picked up search engines and links in to your web site should be provided:
5. Search engine marketing
--------------------------
An introduction by Dave Chaffey to search engine marketing,
with details on approaches to keyphrase analysis and selection.
Originally published for What's New in Marketing.
http://www.davechaffey.com/E-marketing-Insights
10. E-MARKETING ESSENTIALS BRIEFING: April 2005
1. Heatmap of search response behaviour
---------------------------------------------
Eyetracking results for Google displayed as a colour-coded heatmap,
indicating user behaviour when viewing search engine results pages.
2. The long-tail
------------------
This phenomenon, aka Zipf's law, has been featured in recent articles in
the Guardian and Wired magazine which explain its relevance for e-retail.
In this post, I also summarise its implications for different aspects of
digital marketing.
http://www.davechaffey.com/E-business/C5-Strategy/The-Long-tail
3. Usability initiative checklist
----------------------------------------
A 6 page guide outlining areas to consider when commissioning web usability projects.
From UK Usability Professionals Association.
http://www.davechaffey.com/Internet-Marketing/C7-Service-Quality/Checklist-for-usability-suppliers
4. List of UK ad networks
--------------------------------
Finding options for placing interactive display ads (not paid search ads) or
setting up partnerships can be difficult if you are not using a specialist media buyer.
This is a handy list for finding out what is available in different categories.
5. Search engine optimisation
-----------------------------
An introduction by Dave Chaffey to search engine optimisation.
Originally published for What's New in Marketing.
http://www.davechaffey.com/E-marketing-Insights
6. Other articles I found interesting
-------------------------------------
A full listing of what I have blogged in the last month.
View: http://www.davechaffey.com/news
11. E-MARKETING ESSENTIALS BRIEFING : June 2005
1. Persuasion marketing
=======================
"Call-to-action" is a significant new book relevant to anyone managing a web site
aimed at generating sales or leads.
I recommend it for the detailed practical tips and "quick wins" on increasing
conversion rates of site visit to outcome.
Read the first chapter here:
http://www.davechaffey.com/Internet-Marketing/C9-Maintain-Monitor/Call-to-action
Also relevant to improve website effectiveness are these articles on
customer-centric web design using personas and scenarios:
http://www.davechaffey.com/Internet-Marketing/C7-Service-Quality/Using-Personas-to-inform-web-design
2. Managing an E-commerce Team:Integrating Digital Marketing into your organisation
This is a 50 page "view from the frontline" research report I have produced for
E-consultancy. It provides an in-depth review of best practice in how
to integrate digital marketing into medium and large organisations.
It is based on interviews with many major players in UK and European-based
E-commerce including E-commerce managers from Alliance & Leicester, BCA Interactive,
BP, Carphone Warehouse, DTI, Henderson Global Investors, Lloyds TSB, MTV, MyTravel,
Orange, Ordnance Survey, Shell, Sony, TUI and Wheel.
Download the free summary or detailed 50 page report:
http://www.davechaffey.com/E-business/Ch10-Change/Managing-an-E-commerce-Team
3. Can cookie data still be trusted by marketers?
=================================================
Over the last couple of months, there have been a deluge of reports
claiming and counterclaiming that cookie deletion levels are much higher than
previously thought.
Read the research and implications for marketers here:
http://www.davechaffey.com/Internet-Marketing/C3-Macro-environment/Can-cookie-data-still-be-trusted
4. 2 great OVP examples
=======================
As you may recall, if you have attended any of my workshops or read any of my books,
OVP stands for Online Value Proposition - an important part of Digital strategy.
Here are two examples of the principle in practice.
5. Latest E-marketing Insights articles
=======================================
I have recently posted PDFs on a range of topics:
* WNIM 37 - Pay Per Click Search marketing
* WNIM 38 - Online PR
* WNIM 39 - Online / Offline communications integration
See http://www.davechaffey.com/E-marketing-Insights
1. Satisficing consumer behaviour online
=========================================
When we create online services, we often base our designs for our customer
experiences on rational models of how online users behave.
This research reminds us that, in reality,
consumers are often far from rational, so we need to build this
into our online designs and our design process by including a range of
design personas between rational 'maximiser' behaviour and
less-rational "satisficer" behaviour.
http://www.davechaffey.com/Satisficing-behaviour-online
2. The Power of Us
============================
A good summary of the diverse applications of consumer collaboration on the web
from product development, product distribution to product promotion.
http://www.davechaffey.com/Internet-Marketing/C5-Marketing-Mix/The-Power-of-Us
3. Accessible E-mail Newsletter guidelines
=============================================
I'm sometimes asked whether Disability and Discrimination laws apply to e-mails and e-newsletters.
An interesting question since 99 percent of the writing about DDA and Accessibility refers to
web sites. This post gives some UK developed guidelines.
http://www.davechaffey.com/Total-E-mail-Marketing/Accessible-E-newsletter-guidelines
4. New Sky Web service
=======================
August 2004 saw the soft-launch of a new service with the potential to enable
all sizes of business reach the audience of 7 million Sky households
(many households do not have web access, but do have Sky access).
Should your organisation be developing a Sky enabled service?
http://www.davechaffey.com/Internet-Marketing/C3-Macro-environment/New-Sky-web-service
5. Latest E-marketing Insights articles
=======================================
Cookie-concern - should marketers be concerned about the increasing rates of cookie deletion?
What are the implications?
See http://www.davechaffey.com/E-marketing-Insights for all articles
Originally published for What's New in Marketing.
1. Managing reputation through search
=========================================
A good summary, with examples on how to track
your reputation online. Useful tips on corporate blogs/RSS feeds also.
2. Seven Principles of Effective Online Ads
============================================
A good compilation of useful creative tips
(rather than fundamental principles) from
iMediaConnection.
3. Great interactive campaign example
======================================
The Tourism Ireland Taxi Challenge is a great example
of how an online campaign can involve people over a
period of a few weeks, to get people revisiting a site
and interacting with a brand. Includes integration of a
Video microsite combined with a forum.
4. E-marketing book of the month
================================
There are many good US books on online copywriting,
but until now, none which covered the full range of online
copywriting and those which fit with UK copywriting practice.
This new book, which is part of my E-marketing Essentials covers
: Writing for web sites
: Writing for search
: Writing for e-mail
: Writing for online advertising
http://www.davechaffey.com/Book-recommendations/New-book-online-copywriting
5. Latest E-marketing Insights articles
=======================================
:Click fraud
To be published shortly for What's New in Marketing.
http://www.davechaffey.com/E-marketing-Insights/WNIM42-Click-fraud.pdf"
See http://www.davechaffey.com/E-marketing-Insights for all articles
14. E-MARKETING ESSENTIALS BRIEFING : November 2005
1.Bill Gates video on future of Digital Marketing
=================================================
Bill Gates doesn't usually speak so much specifically on digital
marketing, so it was a big coup for the UK's Interactive Advertising
Bureau to get him to speak on 27th October '05
Watch the video here or see related articles on UK online marketing spend.
http://www.davechaffey.com/Internet-Marketing/C1-Introduction/Bill-Gates-Digital-Marketing
2. More Google ranking factors
==============================
A new, relatively easy to follow compilation from SEOMOZ lists
103 factors with indication of the 10 most important.
3. Online buyer behaviour - impact on brand loyalty
===================================================
I have only just become aware of this AOL UK sponsored
research completed in 2004. But's its worth checking
for the presentation showing how the Internet is
changing multi-channel buyer-behaviour and
loyalty to brands in different sectors.
http://www.davechaffey.com/Internet-Marketing/C5-Marketing-Mix/Brand-New-World-Research
4. Improving e-mail 'renderability'
===================================
Renderability is when the HTML E-mail creatives are not formatted as
designed in different e-mail readers with different setups. This is a state
of the art survey from the US and I have also included some guidelines
from the UK.
http://www.davechaffey.com/Total-E-mail-Marketing/E-mail-renderability
5. Mobile marketing applications
================================
It's been a while since i looked at this, and the scale of the market
has expanded dramatically - it's worth $1 billion in the UK in 2005.
This review gives 20 different applications for mobile marketing.
http://www.davechaffey.com/E-marketing-Insights/Internet-advertising-online
15. E-MARKETING ESSENTIALS BRIEFING: November 2005
1. Connected Marketing - best collection of thinking on viral, buzz and word-of-mouth marketing
-----------------------------------------------------------------------------------------------
Connected Marketing gives the best collection of articles I know about viral, buzz and word-of-mouth marketing.
Link also includes great summary of Malcolm Gladwell's Tipping point concept by Paul Marsden.
http://www.davechaffey.com/Total-E-mail-Marketing/Connected-Viral-Buzz-Marketing
2. Web 2.0 marketing implications
---------------------------------
Web 2.0 is a hot topic at the moment, at least within the tech community
in the West coast of the USA. Here, we briefly look at what Web 2.0 is
and review implications for how companies reach and interact with their customers online.
http://www.davechaffey.com/E-business/C3-Infrastructure/Web-2.0-Marketing-Implications
3. New RSS Direct marketing tool
------------------------------------
RSS is a threat to E-mail marketers since typically users profile / qualify themselves
before opt-in to e-mail. With RSS this isn't necessary since it is a pull service
where the user retrieves information from the web site hosting the RSS feed.
This has been the typical model to date, but Silverpop has recently launched
RSS Direct (view demo) which uses a more familiar E-mail permission marketing
model where the user provides information before signing up to feeds.
http://www.davechaffey.com/Total-E-mail-Marketing/New-RSS-Direct-product
4. Predictive Analytics Insight launches
----------------------------------------
This is a new e-magazine. The launch issue explains what Predictive Analytics is and
has a couple of high-level cases about Saga and Rabobank summarising the approach
and an interview with Don Peppers.
http://www.davechaffey.com/Total-E-mail-Marketing/Predictive-analytics
5.Improving online customer retention
-------------------------------------</