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.

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. …

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…

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 …

Our compilation comparing average conversion rates for retail sites and other industry sectors

As you will know, conversion rate is often used as a KPI to review the effectiveness of Ecommerce sites. Naturally all site managers and owners want to know, "how do our conversion rates compare?" In this post I have compiled different free industry sources focusing on retail Ecommerce conversion, but towards the end of the post, a chart shows average conversion rates for a range of sectors including B2B conversion. Before we get to the stats, one other caveat on analysis of conversion rates: When benchmarking conversion rate, we think it's important to explain to marketing managers that they should go beyond headline conversion rates to segment conversion by different types of visitor. To see why, see Dan Barker's excellent post explaining why conversion rate is a horrible measure to focus on.

April 2016 update - retail conversion rates by device

The…

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 are most popular which doesn't change 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 with 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…

Digital Ad Spend grows at fastest rate in  7 years.

Recommended link: Latest UK online advertising spend research - IAB InMid- April 2016 the IAB and PwC  published their regular survey giving full-year figures for online advertising in 2015-16. We recommend using this annual research on online advertising to benchmark your investment in online media with other organisations in the UK. The main headline which should prompt examination of brands are reaching their audiences on mobile devices is that:

Advertisers spent a record £8.61 billion on UK digital advertising in 2015 – up 16.4%

Other headlines from the latest ad spend report are: Mobile accounted for the vast majority (78%) of digital ad spend growth, increasing 60.3% year-on-year to £2.63bn – or 30.5% of all digital advertising. Video ad spend, overall, grew 50.7% to £711 million whilst video spend…

7 Steps to Content Marketing Success in 2016

In our previous infographic, 7 Steps to Digital Marketing Nirvana, we showed the success factors with creating a digital strategy to help grow a business. Since the 7 Steps format was popular, we have used the same format in this Content Marketing infographic. In it 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 2016. 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 managing Content Marketing in 2016 research report we have just published with HubSpot - thank you if you were involved in the research! The research shows the challenge of content marketing with: Over two-thirds (67%) of businesses creating more content in 2016 compared to 2015 Only 11%…

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 we'll see, for the most meaningful comparisons we need to go beyond industry averages and drill down to comparison of email types since transactional emails such as a welcome sequence tend to have much higher interaction and clickthrough rates than a regular newsletter.

Email Statistics - 2016 update

In the Autumn of last year we partnered with Email marketing platform GetResponse to benchmark adoption of email marketing techniques. As part…

Our recommendations on the top 10 free sources for Global, European, UK, US, Asia and Latin America digital marketing statistics

Online marketers love statistics about digital marketing. They allow us to review customer adoption of the latest digital platforms, make business cases for investment in marketing and allow us to benchmark our performance against competitors. To help readers of our blog keep 'up-to-speed' with the most significant, best sources of stats we have regular posts each week in our digital marketing statistics post category and flag them as #DigitalInsights on social media and in our enewsletter. For Expert members, we compile a regularly updated set of usage statistics to use in presentations - it's updated each quarter so all the latest stats are categorised in a single place for including in presentations. …

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