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.

A ranking of the services larger businesses use for structured experiments to boost conversion

In our Essential Digital Marketing Tools infographic and guide we recommended the top 5 tools for AB and Multivariate testing in category 19 of 30. Our recommendations focused on the best value tools for small and mid-size businesses, but the popularity of the services will vary by company size. This analysis by Datanyze shows number of websites using one of the services for AB and multivariate testing divided by the total number of websites using any of the technologies selected in the left column; websites limited to the largest 10,000 websites globally.   Optimizely is the clear sector leader, but this growth may have come at a cost since they recently announced they were laying off 10% of their workforce. They have increased their prices significantly, so this may be related if other companies have done as we…

Examples of applying the Pareto principle to marketing

The 80:20 rule, equally well known as the Pareto principle, is widely used and abused in business, but how does it apply to marketing and digital marketing? In this post I review some marketing applications. Wikipedia tells us that the Pareto principle is named after Italian economist Vilfredo Pareto, who noted in 1906 that 80% of the land in Italy was owned by 20% of the population. Apparently Pareto developed what would later be known as his principle by observing that 20% of the pea pods in his garden contained 80% of the peas! Although there is some doubt whether he mentioned the 80:20 principle as such, it is known formally known as a specific power law distribution and named as a Pareto distribution based on an analysis in the 1940s of production quality / flaws by consultant Joseph M. Juran.

Applying…

What works best in Digital marketing today?

In our latest infographic we show the importance of digital marketing to businesses today and the digital marketing techniques that marketers find most effective. To create it, we blended the latest research from the best sources for digital marketing consumer adoption stats with the results from our latest Managing Digital Marketing 2016 report. It's structured in three parts:  The Global Picture of consumer use; a review of benchmarks across the RACE customer lifecycle followed by research on the most effective techniques for managing Digital Marketing. More details of the research shown in the Managing Digital 2016 section are available in this Free Download for members. This research from Smart Insights in association with the TFM&A 2015 event explores approaches businesses use to plan and manage their investments in digital marketing. Findings and recommendations…

Using Cause-and-effect or Ishikawa fishbone diagrams for marketing analysis and management

If you’re involved with managing Ecommerce, there are many inter-related marketing activities that are important for success. With the increasingly complex range of channels companies use for communications today and alternative customer journeys on site, mastering best practices is helpful to make best use of each channel or digital marketing technique and how it integrates with other channels. I first started to use Ishikawa diagrams  when I was responsbible for managing software development teams where we used them to identify the potential cause of problems and minimise bugs. As I got involved in digital marketing I was reminded them when I heard Sam Decker, then responsible for Dell’s consumer web site, explaining how Dell used this as part of their Six Sigma thinking to improve operations, content, design, analytics, and P&L management. This technique seemed to me to be…

Did you know this data is available? Many don't! #ChartOfTheDay

Something a little different for this #ChartOfTheDay; rather than sharing Internet technology adoption or benchmarking stats I'm sharing one of our reports in Google Analytics. The reason? In a couple of recent consulting workshops with our members, I've recommended this report, but the marketing managers I was working with were unaware of it and, more to the point, they thought they were really useful. I find similar in training workshops too.

What is this data and why is it useful?

The chart shows that you can see the Male / Female breakdown for your site visitors and you can also see the age breakdown too. It's useful for both B2B and B2C. It becomes more interesting when you compare it to the profile…

Comparison of time spent with media against advertising investment shows a gap in the mobile market.

For many years IAB ad spend statistics showed that there was a gulf between the time  consumers spend online, against Internet advertising investment to reach and persuade these consumers. These latest stats comparing ad spend vs time spent in media for traditional and digital media shows that in 'digitally mature' markets such as the US, this is no longer the case. We can see that the percent of Internet ad spend (23%) is now greater than time spent (22%). Yet if we drill down to look at the ever-increasing time spent using mobile devices to consume media a very different picture emerges with just 12% of Internet ad spend on mobile compared to 25% of Internet media consumption on…

Do you need a separate, defined digital marketing plan or should it be integrated with your marketing strategy?

In 2016 you will often hear that we live and work in a post-digital world. That is to say since consumers naturally use a mix of traditional and digital media, as businesses, we shouldn't treat digital media and communications separately from other media and they should be integrated. It's a compelling proposition, but what is the reality in businesses?  Our recently published research report Managing Digital Marketing 2016 in collaboration with TFM 2016 shows an interesting pattern of how businesses manage digital marketing through a planned approach. The green sector in the chart shows that around one-third of businesses may have transformed to a 'post-digital world' with digital marketing integrated into their marketing as part of BAU (business as usual).

Yet, a larger proportion, approaching half of businesses (47%)…

Does your business need a Head of Growth Hacking?

Have you noticed the emergence of the term “growth hacking” for describing a marketing approach. I did and dismissed it as a fad most relevant for SaaS (Software as a Service) / single product startup businesses. But recently, I’ve noticed some new job descriptions in this area which prompted me to take another look. In particular, I noticed that The Guardian is currently advertising for a Head of Growth Hacking... “The Guardian is committed to a “digital-first” strategy and in order to support this, we are seeking a Head of Growth Hacking to manage a virtual, cross functional team focused on GNM’s growth hacking plan. This role is responsible for finding innovative ways to accelerate adoption, use, and retention to drive up audiences to the Guardian’s digital product portfolio”. There are other jobs available too in UK-based startups such as Gumtree, MyBuilder and…

Which resolutions of web browsers should you target when testing new website designs or on conversion rate optimization projects?

It pays to be aware of the screen resolutions for the devices your prospects and customers are using since the quality of experience you deliver through your website can vary hugely depending on how well your design works at different resolutions. Even with a responsive web design (RWD) where screen layout adjusts depending on resolution, there are 'break points' which may mean that some resolutions don't work so well. The latest worldwide screen resolutions show the challenge of the wide range of Desktop vs Mobile vs Tablet screen resolutions to test against. Of course, the tablet and smartphone resolutions have to be tested in both portrait and landscape format: Of course, to find out the…

Landing page examples and best practice advice

Discussion of web design in companies who don't know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion of leads when using inbound marketing techniques like SEO, AdWords and social media to drive visitors to a site. So this prompts the question, which factors make for the most effective landing page? Is a 'Perfect Landing Page' possible? This post gives a summary of my top 12 tips and places to look to find more examples.

Salesforce.com - an example of the evolution of the Perfect Landing Page?

To illustrate these tips, I'm going to use an example I've used in training many years - it's the B2B Salesforce.com lead generation page for its CRM service targeting searchers who are looking for CRM systems. The Salesforce.com landing pages illustrate many good practices. I've marked up what I…

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