All posts by Dave Chaffey

Dave is editor of many of the 7 Step to Success guides on Smart Insights. He is a bestselling author, consultant and speaker who enjoys sharing tips, tools and techniques on all things digital, but especially those most influential in driving awareness, leads and sales. That's SEO, PPC, Social Media, Email Marketing, Site Design and Analytics! You can connect with Dave through any of these social networks to receive his latest insights or to ask a question: LinkedIn - Google+ - Twitter - Facebook. 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.

Interview with Ollie Bath, co-founder of CloudTags

In our recent guide by Tery Spataro on integrating customer-facing digital technology into retail stores we looked at lots of examples of how retailers are planning to Wow customers with in-store digital tech. One of the most interesting technologies which combines customer engagement with linkages through to CRM and sales is CloudTags. Jill Quick, another of our Expert commentators had been telling me about the example of who had given customers at its London showroom tablets that they can use to read NFC / RFID tags to learn about each product, while giving the retailer access to data about shopper behaviour and preferences. It's one example of the Internet of Things being applied in retail today. So, I was interested to interview Ollie Bath, the co-founder of CloudTags to find out more about the technology, how different retailers…

Introducing a new tool to help marketers review and improve the best options for promoting content

If you’re a regular reader of Smart Insights, it’s likely you’ve seen, or even better, used our Content Marketing Matrix developed with First10. It has proved to be a popular infographic since it’s not just a nice visual of some interesting ‘facts and figures’ about marketing, rather it can actually be applied to get better results since it helps businesses brainstorm the best types of content to create as part of their content marketing strategy. We also feature the matrix and other tools in our recent free content planning template - we worked on in collaboration with HubSpot.

What is the Content Distribution Matrix?

This infographic is aimed at helping  marketers to review the effectiveness of different types of Paid, Owned and Earned media to promote or distribute their content in generating site visits,…

The monthly Smart Insights round up of the latest developments and advice for marketers

There were three major digital marketing platform developments to be aware of in November - these are the changes to the Facebook newsfeed and Twitter tools covered below in our social media section and Google introduced mobile SEO-friendly site labels as featured in the @SmartInsights alert in our SEO and content marketing section.

Digital Marketing Strategy and planning for 2015

Well, it’s already that time of year where it becomes popular to look at marketing trends for the year ahead. Many readers will naturally have been planning and prioritising how you invest in marketing in the year ahead for some time already. In my article on digital marketing trends for 2015 we asked readers of Smart Insights to vote on what they saw as the most commercially significant trend for their business in the year ahead. We have now had over…

A new free content planning template developed by Smart Insights and HubSpot

Regular readers may remember that, earlier in the year, we published some joint research with HubSpot to explore best practices in managing content marketing. Content marketing is still comfortably rated as the most commercially important marketing tactic for 2015 in my recent post exploring digital marketing technology options. Although content marketing is still seen as important by many businesses, our earlier research suggested that how to develop a content marketing strategy or plan is less clear. The chart below shows that the majority of businesses surveyed didn’t have a plan, but kudos to the 44% of businesses who do have a defined strategy!

The 4 Steps to creating a content marketing plan

To help develop a content marketing plan or review existing methods, I thought it could be helpful to apply some of…

An example analysis of Groupon's traffic showing a signficant proportion of direct traffic could be SEO-related

Gaining organic traffic from SEO is a significant inbound marketing investment for many businesses, so making the business case and demonstrating returns from SEO is important. The typical approach for this is naturally to use Google Analytics to report on the organic traffic segment. Since Google Analytics can no longer reliably provide SEO keyword data due to the growth in keywords marked 'not provided' we have written about how to use Google Webmaster Tools keyword data to determine keywords. We're alerting readers to this example, since it shows that you should make colleagues (or clients) aware that significant additional SEO traffic may be hidden as a referrer.

Case shows that 60% of direct traffic is actually organic search

This research summary of Groupon visitor referrers  from Conductor summarises the importance of SEO to Groupon based on their standard analytics. They comment: 'Groupon recently…

7 things marketers need to know about the impact of Google’s latest change on SEO

Importance: [rating=5] Recommended link: Google announcement - Helping users find mobile-friendly pages 1. Google will now give more prominence to mobile sites in the search results (SERPs). More prominence will occur thanks to a ‘mobile-friendly’ label: 2. This label will only appear in mobile search results. Which is what we would expect. 3. The change has been rolled out. We didn’t see this yesterday, but it is now visible, e.g. for a brand search for this site: 4. This isn’t a ranking factor change. Google has previously stated that mobile sites with errors may lose ranking, but this announcement just relates to the label. However, we can expect that this change will increase clickthrough rates on sites that have this label and decrease…

Will 'Facebook at Work' reduce the power of LinkedIn?

Importance: [rating=5] Recommended link: Facebook at Work This is an interesting development, particularly for B2B marketers, but also for all of us who use LinkedIn to progress our careers and seek jobs! The development has not been widely reported other than in an article from 16th November which described the forthcoming new service like this: "Facebook is secretly working on a new website called “Facebook at Work”... The Silicon Valley company is developing a new product designed to allow users to chat with colleagues, connect with professional contacts and collaborate over documents, competing with Google Drive and Microsoft Office, according to people familiar with the matter. The new site will look very much like Facebook – with a newsfeed and groups – but will allow users to keep their personal profile…

Updated report shows the why, what and how of selecting social listening tools

Listen first! is the first step in almost all advice on creating a social media strategy. To listen effectively you need to choose the right listening tool. There’s certainly no shortage of choice. Back in 2009 (and updated since) we created a comparison of 36 of the best known social media listening tools including free and paid. It seems the choice now is even more bewildering. An October 2014 comparison of social media monitoring tools by Ideya Ltd shows that there are at least 245 tools now available. Of these 197 are paid, with the remainder free or using a combined model. The 74 pages long report extract below, also published on the ( )…

Free Twitter Analytics service and self-serve ad platform rolled out [@SmartInsights alert]

Importance: [rating=4] Recommended link: Twitter SMB impact research 2014 has seen some great new opportunities for smaller businesses to use Twitter to expand their reach, generate leads and understand the effectiveness of Twitter. We previously alerted readers to the rollout of the free Twitter dashboard/analytics and the self-serve ad platform. Both updates removed the need for big budgets (minimum $10000) or verified accounts. These updates were great if you were in the right countries, but were limited to the US, UK, Ireland, Canada and select other countries initially. So this update is simply to share the news that access is now available to many more countries - so do share the word!

A big welcome to @TwitterAdsNord! Self-serve Twitter advertising is now available to businesses in Sweden, Norway, Finland and Denmark.

— Twitter Small Biz (@TwitterSmallBiz) November 5,…

Our monthly round-up of the main developments in marketing

The main platform developments this month were Twitter Digits and the relaunch of Facebook Atlas which we report on in our Social Media section. We also heard about Google's reinvention of email through Inbox - although there's not much to report on just yet, we'll have to see when it officially goes to Public Beta - request your invite here!

Strategy and Planning

This month we’ve been focusing on an aspect of Digital Marketing that you don’t hear discussed very often, but we think will be discussed a lot more in the future as more businesses start to get the fundamentals of digital marketing right. That’s Digital Marketing Optimization - check out our post for why we see it is important and how the best results will go to those businesses who succeed in getting People, Process and Tools to work effectively…

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Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments
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