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.

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…

Join Dave Chaffey of Smart Insights in a new webinar highlighting the key success factors for marketing online in the business-to-business sector

Although digital marketing is not now a new discipline, it is evolving fast as the mega platforms like Facebook, Google and LinkedIn used by consumers and businesses offer new ways to engage their users and improve their monetisation . But are you and your business keeping up? For a large number of businesses of different size, the challenges presented by online marketing are holding them back since they don't have a strategy. Falling behind with your digital strategy or not having a strategy at all means losing competitive advantage—something that no company can afford to do in today's fast-moving markets. So what can you do to improve the situation? How can you ensure that your online…

You can now evaluate the power of your landing pages for generating leads and sales from organic traffic

Value: [rating=4] Recommended link: Google Analytics article We're 'quite excited' by this new feature from GA since it gives back some insight which was lost 3+ years ago when Google stopped reporting on keywords from organic search when it blocked reporting of encrypted search terms, labelling them as the opaque 'not provided'. What marketers need to know about this new feature 1. You can now see not only the volume of traffic generated by organic keywords, but also the visit quality When integration is configured we have been able to see estimates impressions and clickthrough of search volume for different keywords, which has been helpful since Google blocked reporting secure searches with keywords reported as not provided. This means that you can now see data on bounce rate and conversions in Google Analytics as shown here. Previously just…

Our look at the latest trends in digital media and technology and how they will impact marketing this year

At the start of each year, there is always a lot of interest in predictions for the year ahead and the latest marketing trends."What's Hot?" and "What's Next?" are always the most common questions when I give webinars and talks! As we near the end of the first month of 2016, and people look to the year ahead, the interest increases. Since it's that time again, in this post and a series of others looking at customer lifecycle tactics, I'll look at what I see as the latest trends in marketing which look set to continue into the rest of 2016. [si_guide_block id="66150" title="Download Expert Member resource – Marketing Forecasting Techniques guide" description="In this guide we review the techniques which are most relevant to creating forecasts given the impact of digital disruption. This…

What are employers looking for from digital marketers?

A 2016 marketing salary survey from Marketing Week is interesting reading since it sheds light on some of the issues marketers face in their roles, and highlights issues that are important for managers and HR departments to consider if they want to hang on to their marketing talent. It also highlights the demand for keeping digital skills up to date with the latest marketing trends, and a general willingness among marketers to invest their time and effort into developing their skills, which is always great to see. The survey uses results from 4,300 marketing professionals. So although there may be some selection bias in the sample, it is plenty for inferring trends in the industry. At Smart Insights, we're keen to support the development of digital skills as shown by our Managing Digital Skills survey. So, for us, a key finding was that only 16%…

Around one-third of businesses are planning to introduce a Digital Transformation programme and one-third already have

Our Managing Digital Marketing 2016 research reveals many challenges for how digital marketing is run in companies today. Problems included lack of focus on integrated strategy, testing and optimisation and structural issues like teams working in silos or lack of skills in integrated communications. To counter these types of problems and so make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place. The chart shows how many are active in transformation. You can see that over one-quarter (30%) of businesses already have a transformation programme in place, with many businesses looking to launch their digital transformation programme imminently. A significant proportion of organisations have no intention to implement a programme, perhaps because they feel it is…

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 Advanced Mobile Pages 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. The tipping point has now been passed, and large sites like Google and Facebook are now seeing a considerable majority of their traffic coming from mobile devices. …

Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development

"Mobile to overtake fixed Internet access by 2014" was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers who reviews technology trends annually in May. The mobile statistics that the team at Smart Insights curate in the regular updates to this article include: Ownership of smartphone vs Desktop Mobile vs desktop media and website use Mobile advertising response Smartphone vs Tablet vs Desktop conversion rates Well, we're now past the mobile Tipping Point as this report from comScore shows. So it's no longer a case of asking whether mobile marketing important, we know it is! It's now a question of using the statistics to understand how consumers behave when using different types of mobile devices and what their preferences are. …

US, Europe and Worldwide display ad clickthrough rates statistics summary

I've put this compilation together to help marketers and students studying interactive marketing create direct response conversion models for digital marketing campaigns. When I originally compiled these stats from different sources, social media ads were only in their infancy, but they are now established as a mainstay of online advertising. More recently I have added a comparison of CTRs for Facebook and Twitter and paid search rates (AdWords or SEM) at the end of post. If you're looking to get more from your display advertising we have an Expert members guide to retargeting with display ads Recommended Guide: Ad Retargeting briefing Learn the success factors and best practices for display advertising from Emma Ashby who works as Display Manager at epiphany. Download our …

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