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 listing of personalised production recommendation services to increase conversion and Average Order Value

These website personalisation tools enable you to segment visitors and then deliver personalised messages within containers as with the classic Amazon personalized recommendations – read their published methodology from this fascinating whitepaper from back in 2003. I originally wrote this post in 2010 when there were fewer options. I have updated annually since with the help added by commenters - thanks! [si_guide_block id="57383" title="Access resource – Web Personalisation guide" description="Our E-learning topic will show you the options for delivering more persuasive, relevant dynamic web content at relevant points in the onsite customer journey for B2B and B2C sites. As well as the techniques and tools available for personalisation based on audience characteristics and behaviour."/]

Personalization integrated with web analytics

Coremetrics Intelligent Offer IBM Coremetrics is widely used by retailers for analytics – and increasingly personalization for cross and up-selling. …

A summary of the 2015 ranking factors analysis

Value: [rating=5] Recommended link: Moz SEO Ranking factors 2015 edition SEOs everywhere have now been following the SEOmoz (now Moz) ranking factors for a very long time - I think I start recommending them in training ten years ago in 2005! Over time, the analysis has become more complex with a move from trusted experts' opinion to additional correlation based analysis. In many ways, I prefer the original breakdown of on and off page factors for its simplicity - as shown below, but there are many more factors to consider now of course. You can get the full detailed report from the link above. In this summary I highlight the main ranking factors, with a brief analysis of the implications for marketers who aren't full-time SEO.

The Experts' opinions on ranking factors

The best quick summary on ranking factors for non-specialists is, for me, still the Experts' analysis. Here's…

How do you segment your influencers for outreach?

Do you know this practical infographic from Traackr: The Many Faces of Influence - you may be able to spot some famous US digital marketing commentators there! We're sharing this as a useful infographic because it prompts you to think whether you're making the most of opportunities to encourage different types of online influencers to share your branded content. Segmenting influencers into different types will help you prioritise types of influencers to monitor and interact with. It should be a core approach to support your content marketing, SEO and social media marketing. Remember that Content Marketing is two words - it's not just about creating content, but marketing it! We feature this infographic in our updated Guide to Influencer Outreach shows how to use the social networks and a host of free tools to identify, monitor and engage with influencers.

You will know about Brin and Page, but perhaps not Sundar Pichai and Matt Serlin...

Importance to Digital Marketers: [rating=5] Recommended link: Official Google Blog announcement of Alphabet

Is 'Alphabet' 'for real'?!

Well, you might have thought that Google had grown so well established and large, that it had lost the capacity to surprise. Not so! It surprised me with the announcement this week of Alphabet. In fact, I had to check it wasn't one of those April fool PR efforts with the stunning, but curious new brand and domain name of  Alphabet (http://abc.xyz). So I headed straight to the ICANN WHOIS domain registration database and learnt that there is a San Francisco connection, Although Matt Serlin (the main registrant is nothing to do with Google), but he is part of Mark Monitor which is a domain management organisation, but if you take a look…

Comparing how businesses manage their email marketing activities

Email marketing remains one of today’s core customer communications channels with analytics showing that, for most types of business, alongside search marketing, it is one of the main drivers of customer acquisition - for generating new online sales and leads. We're passionate about the potential power of email marketing, but to take advantage of it needs a sound process to follow the constantly changing best practices. So, to help share a snapshot of how email marketers Plan, Manage and Optimize their email marketing, we have a new Email Marketing benchmarking survey which I hope you can take. To develop this new research we have teamed up with Email Marketing Service GetResponse who are also anonymously sharing their own benchmarks of which features their users adopt and how this impacts their results. Even if  you have a great Email Service Provider, you still need to be…

The thinking behind our new summary of the latest, most critical developments in digital marketing

You'll know that Digital marketing develops fast. Really fast. So, it can be really difficult keeping up-to-date on the latest developments from the marketing platforms like Google and the social networks. Businesses and marketers who are agile can take advantage of testing the latest tools, techniques and insights to get an edge on their more laggardly competitors. Given the rate of change, when we launched Smart Insights, one of our key aims was to help advise marketers on the digital marketing techniques that are most relevant to their personal and business success or, if you prefer, to help prevent you drowning in content. Some updates are critical and will massively affect marketing outcomes, others are interesting to know but unlikely to greatly affect your…

Using capability maturity models to review effectiveness and set targets for digital transformation

This month we've been adding to our visual tools to help all members assess how well their businesses are adapting to using digital media and technology as part of Digital Transformation. You may have seen this visual for reviewing digital marketing, or one in a similar format for benchmarking your email marketing. We have now collected these visuals together in a single download so that you can easily review them and print the most relevant for you. [si_guide_block id="55897" title="Free member download – Digital Marketing Benchmarking Template" description="Score your business on this simple 5 point scale to identify techniques you can use to improve your digital marketing overall and for the core channels and techniques including SEO, Social Media, Email Marketing and Conversion Rate Optimization."/] We hope you find these visual tools…

Help up build a picture of the current digital skills landscape

This infographic shows that there are 1.46 million people working in digital companies in the UK, with 45,000 more jobs in digital currently being advertised. Digital marketing requires a huge breadth of skills, with some marketers specialising in key areas such as SEO, content marketing or Paid Search. Many however are generalists, who have a wide set of skills. This can be highly useful, but it is also tricky to keep all these skills up to date. Some 5 million people globally work in digital marketing, and as the industry rapidly grows a skills gap is developing. We’ve come up with a list of 20 skills that digital marketers may require, and…

How do your digital marketing skills compare?

Developing your Digital Marketing skills is now crucial to staying relevant in your career and, for employers too, 'digital talent development' is vital to stay competitive. Through our resources and blog articles we're keen to help members develop their skills and of those in their team. To help here, we will be grateful if you take our new Digital Skills research survey which will show which skills are most sought after and the best techniques to gain and develop your skills. To develop this new research we have again teamed up with the organisers of the TFM&A and eCommerce Expo where the research will be presented - thanks for their input too - full details of the upcoming eCommerce Expo conference is available at the end of the survey. We will let you know by email when the full report is published and available for…

Using tables and flow charts to visualise and plan automated contact strategies

Research shows that behavioural email marketing is a powerful technique to automatically follow-up online customer actions to help increase conversion to sale at a low cost. Here are some common examples of event-triggered email sequences: Welcome sequence for a new subscriber or lead to an email list Welcome sequence for new customer (onboarding) Reactivation of customers or subscribers who lose engagement Abandoned shopping cart follow-up emails Shoppers browse or search on a site but don't buy follow-up Time to repurchase or replenishment emails However, the technique is still used by relatively few companies. One barrier to setting up these event-triggered email sequences is the time it takes to specify the sequences if it's a new approach to the company or agency. The great benefits of event-triggered e-mails is that once set up and tested for effectiveness, they are a low cost method of boosting response. You can…

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