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.

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 is 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…

Using a digital plan to support digital transformation

Where do you start if you want to develop an 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?

2015 update: Since 2012 we have run an informal poll to see how widely used digital marketing strategies are. Results have been quite shocking... with around two-thirds to three quarters not have a digital marketing plan. It seems that many are doing digital marketing without a prioritised plan of activities to integrate online marketing... When we did the research for our free Managing Digital Marketing report published in 2015 we were interested to see how this percentage looked for a defined…

How does email compare to other channels in driving customer acquisition and sales?

We can see the importance of email marketing by using the excellent Custora Ecommerce Pulse - which is updated monthly to show the impact of different channels on sales across $40 billion of US retail transactions from retailers who are clients of Custora. Here are three data points showing the importance of email marketing:

1.  How many orders does email drive compared to other media?

In 2015 Email remains one of the top three channels driving sales, not far behind organic and PPC. This position is mainly because of sales to existing customers. The latest data from May 2015 shows that email marketing now accounts for 15% of all sales. All of the top 3 have fallen a little compared to 2014 as Affiliate prompted sales have grown. For all of our interest and attention on social media this…

The best email statistics sources to benchmark open and clickthrough rates for your email campaigns in the UK, US, Europe, Asia-Pacific including Australia

Email marketers often ask "how do our campaigns compare?". They're looking for statistics to compare subscriber engagement for open, clickthrough and delivery rates, ideally within their sector. Fortunately, there are a number of good options to benchmark email response across different sectors. The best stats sources are compilations by email marketing service providers who produce statistics across their clients' campaigns. As well as our compilation of the latest data, I also recommend Mark Brownlow's compilation of Email marketing statistics sources.

Email Statistics - June 2015 update

We will continue to update this resource through the year as new reports are produced by the main email platforms. Do contact us if you're an email provider with new stats to share. Talking of which... Mailchimp have updated their Email benchmark stats…

What is the difference and does it matter?!

I've been asked this question a lot across the years... does the difference in scope between these terms matter? I always answer, no it doesn't really matter, but the scope of responsibility is important to make the most of managing the opportunities. So the scope of digital marketing activities does need to be agreed within a business and/or between a company and its agencies. The books I've written have actually had three different titles, updated with the times. I started with Internet Marketing, then Emarketing and in 2012 renamed the original Internet Marketing book to Digital Marketing, about time too since I was involved in developing the syllabus as an examiner for the IDM Diploma in Digital Marketing back in 2004-5 when the term was hardly used at all - so it's been great to see 'Digital Marketing' adopted as the 'de facto' term! This naming reflects…

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 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 see as…
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