All posts by Dave Chaffey

Dave is CEO of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library used by our Expert members in more than 80 countries. For my full profile, or to connect on LinkedIn or other social networks, see my About Dave Chaffey profile page. 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.

How agencies and other B2B service businesses can avoid a fatal trap

I've been following Ian Lurie of digital agency Portent, Inc for a few years now, enjoying learning from the type of actionable insights around content marketing, SEO and broader Digital Marketing Strategy that I aspire to. So, I was intrigued to see what One Trick Ponies Get Shot was about - particularly since his new book offers the type of contrarian thinking that is all too rare in our Internet marketing echo-chamber. Certainly packed full of original thinking and advice which can change your approach as this interview shows. Our interview is directly relevant to agencies owners and new biz dev folk, but his analysis will resonate with many and is also relevant for other types of professional B2B service businesses. Thanks for the interview Ian - I like your…

Maps for reviewing the range of insights tools to improve digital marketing

We love tools for managing digital marketing as I think  many working in marketing today do... When I'm talking at conferences I often see most pens to paper when I'm recommending the many freemium tools to gain insight to improve results from marketing. Sharing advice on selecting and using these tools to get better results from digital marketing was one of the drivers behind setting up Smart Insights and we'll soon be launching a marketplace to feature these tools - get in touch if you'd like to be featured in our new directory. However, the range of tools to gain insight is daunting and this has been highlighted again by the new Gartner Digital Marketing Transit Map - newly updated for Spring 2015. It's a great complement…
 

Twitter suddenly becomes more important to marketers with the latest integration - currently only available on Mobile in US

Importance: [rating=5] Recommended link: Google's announcement of new Twitter Integration So, they've made up! You may remember how Google used to partner with Twitter and take their firehose to display tweets in near real-time - I remember it was sub ten seconds. Then they fell out and this feature disappeared back in July 2011. Well a new form of the integration is back as has been previewed over the last few months. I've been taking a look to see how significant it will be for businesses. It looks like a great deal for Twitter to me and an acknowledgment by Google that Twitter, not Google+ is THE source for real-time updates as it had hoped.

What marketers need to know about Google's Twitter integration

1. The new 'Popular on Twitter' feature is available on mobile only to start with.…

What do businesses need to do to gain more insights and value from Google Analytics?

You know the way it is with using Google Analytics... nearly all businesses have it installed, but far fewer have customised it correctly for their business AND have a structured approach for using it to improve their online marketing. I think many business owners and marketers know that because of this and the lack of skills to interpret the data, the obvious potential of using Google Analytics to review and improve online marketing is missed by many organisations. The reason for this missed opportunity is not a technology problem. As Avinash Kaushik has pointed out, in his 10/90 rule of managing analytics, that's because this is largely a People issue, i.e. how to provide People with the right processes, tools and KPIs to drive performance. Those most aware…

A practical tool for linking business or digital vision with goals, objectives, strategies and KPIs

Do you know OGSM? It’s not as interesting as the text speak version looks to be (try inserting some vowels...), but it is a widely used approach for getting focus to translate a vision into business and marketing strategy. I was prompted to write this post since I was recently discussing OGSM with an Expert member who was using it to get buy-in for how their digital transformation initiative linked to their business vision and objectives. I think OGSM is a great tool since it's a simple way to show the importance of aligning strategy with goals and then putting in place measurement to check you're on track and can be agile to adjust tactics to meet the broader objective. It's similar to the techniques we cover in our guide to aligning goals, strategies, objectives, KPIs and dashboards. [si_guide_block id="41118" title="Expert member resource – Digital Marketing Optimization Guide" description="Explains how to link…

Showing the huge impact of mobile marketing across web, social, display and email

The rapid rise of smartphone and tablet adoption has affected almost every aspect of digital marketing. The impact ranges from the most recent 'Mobile-friendly' algorithm changes to Google's smartphone search results through to the lower conversion rates on smartphones, use of social media on mobile and ensuring that our emails are mobile-friendly. In our latest infographic with JBH Marketing, we've brought together all the most important changes in a single infographic to highlight the areas needing attention. We start with showing the tipping point reported where mobile users now exceed desktop users - it's coloured 'Red for Danger'. …

How often should businesses mail their subscribers? New research reveals the average number of monthly contacts.

These are classic 'tough questions' for email marketers which always raise a lot of debate. A recent question on our LinkedIn group about email reminder frequency for events had 20 comments. Choosing the best frequency for sending email emails is challenging since we are looking to maximise response, but avoid 'over-mailing' which can lead to unacceptable levels of unsubscribes and an increase in inactive - our audience may feel they are being spammed. Even if they don't unsubscribe they will become "emotionally unsubscribed". Worse still, with overmailing, the business may have delivery problems and messages aren't getting through to the inbox at all. On the other hand, with 'under-mailing', opportunities to get the right product in front of the right subscriber and sales may be lost. The DMA's National Email Client Report 2015 shows us that over the past three years companies are contacting…

7 Steps to Content Marketing Success in 2015

In our previous 2015 research infographic, 7 Steps to Digital Marketing Nirvana, we showed the success factors with creating a digital strategy to help grow a business. In this infographic, we highlight a process to help your business grow using Content Marketing, which we believe should be at the heart of your digital marketing strategy in 2015. To help you review or benchmark how well you compete with your content marketing, for each step in the infographic, I have included relevant research from our free Delivering Content Marketing in 2015 research report we have just published with HubSpot - thank you if you were involved in the research! We hope you find this infographic useful to help you Compete on Content Marketing! To learn more on the approaches we recommend to managing content marketing to make it effective, Expert members…

10 things you need to know about Search Analytics - Google's new tool for Keyword Ranking reports

Rating of value of tool: [rating=4] Recommended link: Google's announcement of Search Analytics launch Have you seen Google's new Search Analytics tool? It's an important free tool to help with SEO since it shows how well your site is ranking for different keywords and where visitors are landing.  We've been using it during Google's Beta review and it's now available to all users of Webmaster Tools. In this post we'll explain the main features and where it fits in with Google's other analytics tools to support SEO. Here's how the new tool looks:

What do I need to know about Google's Search Analytics? 

1. Search Analytics is a free tool to show how your keywords rank and the…

Brian Clifton and Avinash Kaushik on Customising Google Analytics to improve Digital Marketing

Successful Analytics is the title of a new book by Brian Clifton who you may know as the author of the Advanced Web Metrics with Google Analytics. Brian wrote this after his time as the first Head of Web Analytics at Google EMEA. I'm keen to help businesses better manage their use of analytics to improve Digital Marketing. since I have found when training and consulting that many are missing the opportunity make the most of the insights available from their analytics. Although most businesses now use Google Analytics, or an equivalent to tag their sites to measure their online marketing, it's often not the customised for their business to get the most from reviewing the analytics. Brian's books focus on how to customise Google Analytics for a business, from a technical point-of-view (in the first book) and from a process and team standpoint (in…

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