All posts by Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

New research explains opportunities and threats

Since social networks like Facebook, LinkedIn and Twitter launched, social media has offered good organic opportunities for publishers and other brands to share their content and so gain awareness and new subscribers. As social networks have sought to keep more visitors on their sites, tools like Facebook Instant articles and Google's AMP - offers new opportunities for marketers to share their content, but at the same time, a threat since visitors have less opportunities to interact with the publisher website or register. Given this, this new research from Napco Research and Publishing Executive has useful insight for online publishers. This chart shows the publisher's view of the threat, which is substantial and can lead to a need to explore alternatives or avoid new techniques like Instant Articles. Instant Articles is viewed as the biggest threat with LinkedIn not far behind for B2B…

Our compilation of the latest social media statistics of consumer adoption and usage

Social networks are now so well established, that there are now a core 'top 5' social networks which doesn't change much from year-to-year. But, as we'll see in this post, the most popular social media sites vary a lot by level of usage in different countries and demographics. So understanding these differences in popularity of different social networks is really important when targeting specific audiences. When comparing the most popular social networks it's best to review them by active account usage, not just the number of user accounts. We'll also see in this summary that some social networks are growing more rapidly than others while some are now in decline.

2017 social media stats update

We'll keep this post updated during 2017 as the latest statistics are published drawing on our recommended top 10 digital marketing statistics sources. We'll…

Research shows most important factors for selecting martech

Marketers now have many, many potential marketing technologies they can deploy as shown by our 30 categories of martech relevant for all businesses serious about growth and optimisation. Selecting any type of new marketing technology is a serious businesses since although many services today offer paying monthly, collection of data and integration with other systems mean that although it's easy to switch providers in theory, in practice it often isn't. Of course, this depends whether it is a mission-critical systems like CRMs, which involve a lengthy migration between platforms compared to AB testing tools which can be switched relatively easily. This research from Trustradius covers the factors that are important in taking a decision. The research shows that buyers want hands-on experience with the product and insights from customers. Product demos and free trials were the best…

10 ways to segment website visitors using Google Analytics

When I work on E-commerce projects to identify methods to increase conversion I always start with a structured analysis of current effectiveness of customer journeys using Google Analytics to help identify potential improvements to site page templates to test. Segments are powerful since they help you isolate and compare different traffic sources, so in the screngrab above we have selected organic traffic to just find out how these visitors behave, for example which landing pages do they arrive on?

Note that to encourage usage of Advanced Segments, Google renamed them a couple of years ago to 'Segments' in order to make them less scary and encourage adoption amongst GA users who don't see themselves as advanced. A key part of this approach is to go beyond the headline conversion rate and review…

A short how-to and example showing how to track your email marketing campaigns by tagging links in your email with Google Analytics

I was prompted to write this how-to post since some email marketers I speak to during Email Marketing training courses, use Google Analytics, but weren't aware it can be used for email tracking "beyond the click". They were also unaware that once email is tagged with 'campaign tracking parameters', Google Analytics segments can be used to isolate visitors referred from email to understand their preferences and behaviours. This really helps prove the value of email for your list members and to your company particularly if you have goals set up in Google Analytics. You should also be aware when selecting an email broadcasting system that many email providers have added functionality to make it easy to track with Google Analytics or other web analytics systems such as Adobe…

It seems you either have what it takes... or not

When speaking to businesses about their marketing, integration is a common challenge, whether that's integration of comms, technology or teams within a business. The latest Econsultancy / Adobe Digital Intelligence briefing sheds some light on how many businesses have achieved integration. It's encouraging to see that nearly half of businesses can confidently state: Digital Marketing permeates most of our marketing activities Kudos to the businesses that say that digital permeates all our marketing activities or that they are 'digital first'. It's less encouraging to see that this figure hasn't changed much over the last 3 years. What's more, integration is severely lacking in nearly one-fifth of companies say that digital marketing is 'very much separate'. Source: Digital Intelligence 2017 briefing Sample: 14,163 respondents globally (64% client-side) Recommended Smart Insights resource: Managing a Digital Marketing Centre of Excellence -…

An introduction to best practices for using buyer personas to create more customer-centric websites

Creating personas of website visitors is a powerful technique for helping increase the usability and customer centricity of a web site as part of a user-centred design (UCD) process. I've been a big fan of using personas since around 2003 I was introduced to it by Matt Dooley, a customer experience manager in the HSBC Global E-business team.  At the time, they were following reports by Forrester on creating personas. This shows that they're certainly not new, indeed their equivalent of using customer thumbnails for customer segmentation or ad campaigns has existed for decades. However, I find they're still not so widely-used when giving examples on training courses.

What is a website design persona for marketing?

A simple definition of a web persona is: "a summary of the characteristics, needs, motivations and environment of a key type of web site…

Chart of the Day: New research highlights increasing importance of the different types of influencer marketing

If you think of the changes that the rise of digital media have wrought in marketing, the rise of importance of earned media to support online PR and influencer marketing has to be one of the largest. A new in-depth report from Traackr starts by explaining 6 different types of influencers. This highlights the different opportunities from influencer marketing - like their previous infographic on 10 types of individual influencers. The report then goes on to assess the overall importance of influencer marketing in larger organisations. This chart shows that, although it's not seen as a primary investment by many (just around one quarter), integrating into other activities is seen as important by more (just over half). The importance of influencer marketing…

A process for creating a multichannel marketing plan combining the SOSTAC® and RACE frameworks

At the start of each year we refresh our planning frameworks and the infographics to help visualise them and 2017 is no different. At this time of year, many are reviewing their options for growing their business using improvements to their multichannel marketing. Our Multichannel Marketing Growth Wheel infographic gives a visual view of key planning activities that are needed as part of the process of producing an integrated digital marketing or multichannel marketing plan. We originally created the Marketing Growth Wheel infographic back in 2012. In his post introducing the infographic, Dan Bosomworth explained: "Our Growth Wheel uses a standard SOSTAC® approach to planning, but applied to using digital technologies and channels to create growth for a company. It’s based on our experience in planning…

Chart of the day: Website lead response management research

If you're involved in a business where you collect leads from your website you will know the importance of timing - 'timing is everything'. For example, for a financial services or travel company who offer brochures for download, phone follow-up is still often an effective technique if the profile of the lead fits. Of course, within B2B marketing, this approach is even more common when offering whitepapers to help prospects learn about a product or solution. Today's chart-of-the-day isn't as recent as most we feature, instead it's a classic study designed to identify what day of week, time of day and time from creation to call back a web-generated lead for optimal contact and qualification rates. The full report summary gives details on contact times (similar to best mail contact days Wednesday and Thursday are far more effective than other days and surprisingly, 4…

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