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.

Don't get left behind with your Digital Marketing Strategy, follow these 7 Steps to Brilliant B2B Marketing!

Many Business-to-business (B2B) companies are already successfully getting great results  using digital marketing tactics like SEO, PPC, landing page creation, social media and email marketing linked to a CRM marketing automation system or a simple email autoresponse system. But often, B2B organisations are not getting the most from today's marketing since they don't have a planned approach based on an integrated inbound marketing plan. To create an infographic showing the latest research on how companies are using inbound marketing, we've researched how B2B companies are using digital marketing. The results across different studies show that while many companies are delivering brilliant results,  many could do more. Our updated infographic shows a planned approach based on our B2B marketing planning guide written by Rene Power and I. We originally published a similar infographic back in 2012, and this…

How to use the power of the 70:20:10 model to prioritise your digital marketing

With new marketing tools and techniques available to us almost daily, it can be difficult to know where to prioritise your marketing activities to get the most 'bang for your buck'. As marketers we need to be agile through reacting to new developments in order to gain an upper hand on competitors, but at the same time, we need to avoid being 'technology magpies' following seductive, shiny new tools which may distract us from working on optimising the most effective channels. This is where the 70:20:10 rule can really help, since it's a simple device which helps us think through how we prioritise the time and budget we put into different marketing activities. By splitting your spending or output into three differently sized areas, it helps you to identify priority areas, and allocate…

Chart of the Day: Benchmarking digital media and technology adoption of the UK with eight developed countries

At one level, it's simple. The online opportunity for businesses to reach and influence their audiences online depends on the levels of use of the web by different types of individuals and businesses. Defining the Opportunity, Creating a Digital Strategy and taking action works best if you can define how many of your target audience are actively using digital media and technology to inform their buying decisions. At another level, it's now highly complex to define this opportunity. While we can still use search engine gap analysis to assess the number of people searching for information about products online and review our 'share of search' or search impressions, many other platforms are involved. These include cross-device use from mobile to desktop and use of social media and influencers. Plus, we shouldn't forget that, even in developed…

Using a digital plan to support digital transformation

Where do you start if you want to develop a digital marketing strategy? Well, I don't think it needs to be a huge report, a strategy can best be summarised in two or three sides of A4 in a table linking digital marketing strategies to SMART objectives. Yet despite this, it seems that many organisations still don't have a plan.

Do you have a digital marketing strategy?

2017 Update: Since 2012 we have run an informal poll to see how widely used digital marketing strategies are. The results have shown some big improvements over the years. A few years ago we found around two-thirds to three-quarters did not have a digital marketing plan. Now that number has shrunk to 44% in latest survey, although that is still quite high, and means many are doing digital with no strategy in place. When we did the research for our free …

Chart of the Day: A conversion funnel example from the loans sector

A different format of chart for today, showing analysis and modelling for digital marketing rather than statistics on adoption or benchmarks. The recommended Smart Insights approach for creating achievable marketing plans is centred on creating realistic forecasts of leads, sales and revenue in the year ahead based on conversion-funnel model spreadsheets with the contribution of different channels shown in this digital marketing planning spreadsheet. This example shows how in some types of business, like the financial services sector, it's important to take into account multichannel behaviour as the decision will be influenced by different channels such as web-phone-branch and the customer journey will involve switching between them. This is a useful visualisation that adds more detail to a ROPO analysis by breaking out different channels in each vertical bar and…

What are the most important marketing investment priorities for Smart Insights members for the year ahead?

Each year, we ask Smart Insights members for their predictions of THE most important high-level digital marketing technique for their business or their clients. This has been really interesting to take the pulse of opinion on marketing trends across the main digital marketing techniques. Thanks if you shared your opinion, we had 2,352 responses from marketers around the world! Here are the results for 2017:

How the top trends were selected

From September to mid-December 2016 we asked readers of our post on Digital Marketing Trends for 2017 to select just one marketing tactic which would give them the biggest uplift in the year ahead. While this doesn't have a controlled sample of our free research reports like Managing Digital Marketing, it does canvas opinion widely.This isn't necessarily…

What is the difference and does it matter?!

Before Digital marketing became the de-facto term, I've been asked this question a lot across the years... does the difference in scope between these terms matter? So, as we enter 2017, I thought it's time for another quick look. Here is the latest comparison from Google Trends between 2004 to end 2016. You can explore the trends on this embed from Google. trends.embed.renderExploreWidget("TIMESERIES", {"comparisonItem":[{"keyword":"Internet marketing","geo":"","time":"all"},{"keyword":"Emarketing","geo":"","time":"all"},{"keyword":"Digital marketing","geo":"","time":"all"}],"category":0,"property":""}, {"exploreQuery":"date=all&q=Internet%20marketing,Emarketing,Digital%20marketing&hl=en-US"}); Does the difference in these terms and their definitions matter? No, of course not, it's semantics! But it is interesting to see how the scope of Internet marketing vs Digital marketing has changed over time. In my books, when discussing alternative definitions, I explain that, no it doesn't really matter, but the scope and responsibility is important to make the most of managing the opportunities. So…

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.

2016 social media stats update

We'll keep this post updated during 2016 as the latest statistics are published drawing on our recommended top 10 digital marketing statistics sources. In…

The latest research reveals the current growth of the ecommerce market

Online retail is a huge and booming industry as the latest retail growth figures show, with sales expected to reach an astounding 1,115 billion dollars this year. From research conducted with SimilarWeb and JBH Marketing we have identified 3 big trends multichannel retailers are acting on this year: Mobile, Millenials and In-store Beacons. Although overall growth is continuing, interestingly Black Friday, Cyber Monday and other big days for ecommerce purchases were all down on the year before, despite the fact overall ecommerce sales were up considerably. Consumers are increasingly less impressed by these date specific offers so it' s better to have a strategy which isn't over-reliant on these days. Year-on-year e-retail sales continue to grow with online sales up to 10% in January 2016 according to the Custora Pulse Ecommerce benchmark. That's still a lower growth rate than in previous…

The 14 top rated digital marketing techniques for 2017 according to Smart Insights readers

In this article, I'll take an in-depth look at what I see as the most significant trends in digital marketing for the year ahead. But, it's not only my view, since I have 'crowdsourced' the importance of the different trends rated by the popularity of each trend. For all members of Smart Insights, we also have a more detailed free download of the marketing megatrends for 2017, which are 9 digital marketing and martech megatrends will help give you an edge in 2017. In the download we discuss machine learning and artificial intelligence, which for me is the biggest trend in marketing right now. Machine learning techniques apply across many of the techniques we discuss in this post including Big Data, Marketing Automation, Organic Search and Social media marketing. [si_guide_block id="81859" title="Download free member resource – Digital Marketing Megatrends 2017" description="Learn how to…

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