简洁商务模板之标杆学习提升市场战略davechaffey-benchmarkingyourdigitalstrategy-omniture.ppt

Benchmarking to improve your Digital marketing strategyPresented at Omniture SummitLondon, April 2009 Dave Chaffey, Director, Marketing Insights Ltd Dave’s Right Touching blog: /blog/ We like comparing… Why benchmark? Compare to direct competitors Compare out-of-sector Highlights failings, but… Strive to be best-in-breed Defines progress to goals “Marketing CRM focuses on four core strategic areas...Our broad eCommerce strategy centres on a four point plan which is broken down into a series of individually defined and detailed strategic areas. Our aim is to be exceptional in delivery across each” Russell Gould, E-commerce Director, Thomas Cook Q1. How well defined is your plan? Q2. How have you assessed your capabilities? An alternative benchmarking study Conclusions of 2008 study Q3. What is your capability maturity? Digital marketing governance maturity Analytics capability maturity Q4. Do you have the right resources? % of marketing headcount who are digital specialists? You: (a) 0-20% (b) 20-40% (c) 40% Research: 1 in 3 Ratio: 2 Acquisition: 3 Conversion: 2 Retention: 8 IT Detail from the research Q5. Do you have the right team structure? “No perfect way to organise structure. A single team has benefit they’re 100% digital, breathing digital, risk is there is disconnect with offline world” Resources needed for large digital team! Internet marketing lightbulb jokes… How many SEOs does it take to change a light bulb? Just one, but it’s gonna take about 3-6 months to start to see the light bulb change. And that light bulb’s pretty high up there- are you sure you wouldn’t rather change 10 easier light bulbs? How many PPC experts does it take to…? Just one but the cost depends on how much the other light bulb changers are currently charging. How many social media gurus does it take to… It’s not about the change- it’s about engaging people in conversations about the light bulb change. How many web analysts does it take to… It depends whi